NIHR: CLINICAL TRIALS INTEGRATED CAMPAIGN

4media group worked with the National Institute for Clinical Research on an integrated campaign to boost participation in clinical trials. The integrated campaign, fronted by Simon Denegri, NIHR National Director for Patients, Carers and the Public, included research, broadcast, news generation, video and design elements.   

The research run by our in-house research division, Atomik Research, revealed that only 14% of UK adults have ever taken part in on, despite 85% saying they want to help the NHS find better treatments. 

Two-thirds (66%) of adults incorrectly believe people have to be invited to participate in a clinical trial, whilst 38% mistakenly think all trials involve testing a new drug, 40% do not realise that most hospitals in England undertake trials and 23% incorrectly believe trials are only for people who are ill. 

The campaign was a great success across all elements of the campaign. 17 broadcast interviews were secured, including 12 BBC radio interviews, featuring BBC Scotland, BBC Tees, BBC Solent and more! The campaign also secured 20 items of press and digital coverage including an article, with our video embedded, on BBC News, as well as coverage on Yahoo, iNews and more.  View the full campaign coverage here.