Healthcare: Awareness Campaign Close-up - Gut Week targets Britons' digestion

Organisation: Yakult, Core and the IBS Network Campaign: Gut Week PR teams: Yakult and IBS Network in-house, alongside Core's agency Third Sector PR Date: 18-24 July

'Get the good gut feeling!' is the slogan behind the seventh annual Gut Week, from 18 to 24 July.

The latest statistics on the importance Britons attach to their digestive systems form the news hook for the week, which is backed by a consumer media relations assault from probiotic drinks firm Yakult and two charities: the Irritable Bowel Syndrome Network and Core (the Digestive Disorders Foundation).

Media packs have been sent to national, regional and local journalists, packed with digestive health statistics. Celebrity backers include TV chef Anthony Worrall Thompson, Denise Welch and Gaby Roslin.

Support will also come from case studies and experts, who will be available for media interviews, plus a bank of imagery.

In addition, the campaign is promoting 'good gut recipes' and exercises, and a viral game has been developed comprising a journey through a digestive system.

'One in three people suffers from a digestive complaint at any one time - this is a topic journalists ought to cover for the benefit of their readers,' said Yakult UK PR manager Harriet Rodgers.

GPs and nurses have also been targeted with information and surgery display packs, plus a dedicated website, while MPs have been sent briefing material.

Yakult is the only commercial partner for the week, as in previous years.

No media events are planned.

For further information contact Harriet Rodgers on 020 8740 2614.

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