Find out how Battenhall, an award-winning PR agency renowned for purpose-driven media placements secured high-profile BBC London coverage for NHS West London’s perinatal mental health text service.
Key features used
- Media database
- Journalists insights
- Media list builder
- Custom alerts
Key coverage
- BBC News (Online)
- BBC London (TV)
Battenhall thrives on creating high-impact, purpose-driven media placements. They’ve built a solid reputation for securing press coverage that truly makes a social difference.
Their work to secure media coverage in the BBC for NHS West London earned them the Best Piece of Coverage in Health & Wellness at the Roxhill Media Awards 2025.
The challenge
NHS West London set out to raise awareness of their groundbreaking perinatal mental health text service, specifically designed to support new mothers and those affected by baby loss. The service provided an accessible, confidential resource for those struggling with mental health challenges during a vulnerable time.
The issue? The sensitive nature of perinatal mental health needed a PR strategy that was both ethical and empathetic. For their client, Battenhall knew they had to approach the topic with care, ensuring that their messaging didn’t just raise awareness but also built trust with the target audience.
Securing trusted, national media coverage wasn’t simply about getting the word out, it was about delivering the message in a way that resonated with the audience’s needs while maintaining the service’s credibility and impact. This delicate balance was essential to making the campaign a success and ensuring it reached the right people in the most effective way possible.
The approach
Using Roxhill’s highly accurate media database, Battenhall was able to quickly find journalists with the right mix of experience and sensitivity to cover such a delicate issue. They honed in on Tolu Adeoye at BBC London, a journalist known for her insightful and authoritative coverage of maternal and baby health. This was a crucial decision, as Tolu’s previous work demonstrated a deep understanding of the complex and sensitive nature of perinatal mental health.
How Battenhall used Roxhill’s features to drive PR success:
Media database: Battenhall used Roxhill’s advanced search to identify top health journalists.
- Analysing journalist profiles: to gain an understanding of their previous work and how best to pitch.
- Building media lists: Battenhall created a targeted list of health and wellness journalists.
- Setting custom alerts: to monitor trends and keywords in perinatal mental health coverage.
The results
Battenhall landed incredible national coverage for NHS West London’s perinatal mental health service, making a real impact. Battenhall secured media coverage with BBC London (Broadcast & Online) and Main BBC News Website as a featured article on the homepage.
Within the first week, 66% of sign-ups came directly from the BBC coverage. The story aired six times on BBC London News, keeping it front and centre for a wide audience.
It was also a rolling feature on BBC London and the main BBC website, increasing visibility and driving even more engagement. This coverage gave NHS West London’s service a huge credibility boost, positioning them as a leader in maternal mental health care.
This coverage didn’t just raise awareness; it drove real, measurable results with 66% of the total number of texts over a three-month period landing during the PR launch week.
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