AMBITIOUS delivers national newsjacking campaign with Dr Hilary for PillTime

15th January 2021

AMBITIOUS has recently delivered a national campaign for PillTime, working with Dr Hilary –  securing 11 TV and radio interviews, with the total reach of the campaign over five million.

About the campaign

PillTime is an NHS certified online pharmacy and their mission is to make life more manageable for people who take multiple prescriptions every day.

They do this by providing pills in a pouch with the time of day stamped on the packet. This prevents people from taking the wrong medication and most importantly not taking too much.

The aims of the campaign were to raise awareness of the added pressures on non-professional carers as a result of the Covid-19 pandemic and inform the public about the tools offered by PillTime to make caring for loved ones easier.

Our activity started by commissioning a piece of research amongst unpaid or non-professional carers to see how they were feeling – and if they felt they were getting enough support. We set about creating a news story to primarily secure broadcast coverage because we wanted to get people talking about unpaid carers on International Carers Rights Day – a key awareness day we had identified as an platform to secure media coverage, an opportunity for newsjacking and a PR platform to use these findings to create newsworthy earned media content.

PillTime already had a working relationship with the nation’s favourite GP – ITV’s Dr Hilary Jones – and AMBITIOUS were able to offer interview time with him to radio and TV stations. With his medical background, Dr Hilary was able to articulate the stressors on unpaid carers and highlight how people who are worried about a loved one taking the right medication might be able to get some peace of mind.

AMBITIOUS launched the campaign on International Carers Rights Day to further highlight the worry, stress and anxiety carers in the UK are facing. PillTime also wanted to show support of the awareness day in a meaningful and genuine way and offer people who are worried about taking the right prescriptions a solution.

Campaign results with national reach

AMBITIOUS introduced PillTime to a range of regional and national media platforms and were able to secure some fantastic interviews with Dr Hilary talking about the research on a day of significance for the brand.

Quality earned media coverage was achieved across 11 TV and radio interviews, with the total reach of the campaign over 5 million. The flagship coverage on International Carers Rights Day was ITV Borders who used the interview in their early evening bulletin which reaches close to 100,000 viewers per week.

Paul Stonuary, Head of Marketing, PillTime, added:  “AMBITIOUS are not only a team of great minds and fantastically creative thinkers, they are also an endearing group of people to work with. They took the time to really understand my business and what I hoped to achieve. The results were far beyond what I might have expected.”

For more information about this campaign or our PR, content, social media or digital marketing services, please contact AMBITIOUS via our website or at [email protected].



AMBITIOUS by name and by nature, we are a PR led communications agency that delivers integrated strategic communications - online, offline and everywhere in-between. Proud to be crowned winners of The Drum Magazine's RAR Best PR Agency of the Year.

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