Vitamin D: Strategic media relations to lobby UK Government

THE CHALLENGE

In 2020, we agreed to provide pro-bono communications consultancy and media relations support to scientists lobbying the UK government to recommend Vitamin D supplementation in the fight against Covid-19. The scientific group wanted the Department of Health and Social Care to consider free Vitamin D supplementation for the most vulnerable in society, the elderly and those with compromised immune systems. The scientific evidence proved the value of Vitamin D in supporting the immune system, but this had not yet been recognised by the UK government.

OUR APPROACH

We developed a three-phased communications strategy that used media coverage to exert pressure on the Department of Health and Social Care to consider evidence presented by the scientific lobby.

Phase 1: Gather studies and publish evidence online, presenting this to leading media outlets including The New Scientist, The Observer, Daily Express and the BBC.

Phase 2: Approach and secure support from MPs and give them media coverage to lobby Parliament.

Phase 3: Increase the size of the scientific group and deliver an open letter to drive further publicity.