BackCare week targets posture

Organisation BackCare Campaign BackCare Awareness Week 2004 PR team In-house Date 11-17 October Budget Undisclosed

Now in its fifth year, BackCare’s awareness week is this year focusing on posture, with an emphasis on ensuring adequate funding from government for better furniture in schools.

During the week, the charity will reveal research showing that as many as half of all UK pupils are using inadequate furniture and may develop back problems.

PR activity will target politicians as well as the public, who will be offered advice on how to improve their posture.

Events include a media opportunity at the Houses of Parliament – the event will involve MPs, lords and Westminster staff being shown how better posture can improve their voice projection.

Other events include face-to-face promotion in hospitals, including the Doncaster Royal Infirmary, schools and London train stations.

PR activity is being backed up by an advertising campaign in London. Charity patron and London Mayor Ken Livingstone has donated 250 poster sites across the London Underground network from 4 to 17 October to publicise the charity and its advice on how to improve posture.

Another aim of the week is to raise funds for research – £25,000 has already been raised. It is also hoped that the week will boost visits to the charity’s website, www.backcare.org.uk.

For more information contact BackCare publications and products manager Schula Byrne on 020 8977 5474.

Awareness campaign data supplied to PRWeek by foresight. Visit www.foresightonline.co.uk.

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