Charities · Summer 2025

DEBRA UK puts a hidden skin condition on summer radio

As temperatures climbed in summer 2025, DEBRA UK used radio to explain a painful skin condition that is easily misdiagnosed. The campaign earned 11 items of coverage and a combined reach of 3.5 million.

Items of coverage: 11
Combined reach: 3.5 million
Time on air: 2h 29m

Listen: BBC Radio Gloucestershire, 14m 37s

The brief

DEBRA UK wanted more people to know about EB and EBS. It also wanted to be recognised as the charity that supports people living with EB.

The angle

We linked the story to the weather, because Epidermolysis Bullosa Simplex is often confused with eczema or heat rash when it is hot. EBS accounts for roughly 70% of people diagnosed with EB, but just 8% of the UK public know the name. Weather is the first thing presenters talk about, so a heatwave health angle has an easy way in.

On air

Listeners heard from a disability activist and author who lives with EBS.

The result

The campaign ran to 11 items and 2 hours 29 minutes of airtime, with a combined reach of 3.5 million. Sky News Radio carried it nationally, while BBC Radio Gloucestershire, Greatest Hits Radio Gloucestershire and Hits Radio Gloucestershire covered it locally.