An earned media relations campaign by AMBITIOUS PR successfully reached millions of consumers for online pharmacy, PillTime via high quality TV and radio coverage. The campaign was designed to coincide with International Carers Rights Day 2020 to amplify PillTime’s key message about supporting unpaid carers.

PillTime’s mission is to make life more manageable for people who take multiple prescriptions every day. It does 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.

Unpaid carers are often the people that have to take on the stress of managing prescriptions for others. Research by AMITIOUS PR had shown that this group of people were stressed out and in need of support due to the coronavirus pandemic. It was therefore important to considerately convey PillTime’s solution in a sensitive way to this audience.

Sarah Woodhouse, director, AMBITIOUS PR explains, “Having already developed relationships with pharmacies, the marketing team at PillTime wanted to tell as many people as possible about their product. In particular, they wanted to communicate how during this time of uncertainty, they can provide peace of mind for those who look after friends and family members.

“We commissioned some research on behalf of PillTime to see how unpaid carers were feeling and if they were getting enough support. We launched this on International Carers Rights Day to help reinforce the awareness day in a meaningful and genuine way and deliver the message that PillTime offered a solution to people who are worried about taking, or giving, the right prescriptions.”

AMBITIOUS introduced PillTime to a range of regional and national media platforms and were able to secure high quality interviews with Dr Hilary, the nations favourite GP, talking about the research on a day of significance for the brand.

AMBITIOUS PR secured 11 TV and radio interviews, with the total reach of over five million. The flagship coverage for PillTime on International Carers Rights Day was with ITV Borders. The regional TV programme used the interview in their early evening bulletin which reaches close to 100,000 viewers per week.

Paul Stonuary, Head of Marketing, PillTime, commented, “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.”