MadeAtUni: Keele’s national campaign success

How Keele’s Communications Team sparked new interest in legacy research

Keele University is proud that its pioneering research was deemed to be world leading and of international importance in the REF 2014, but most importantly that the research that our academics undertake helps to changes lives for the better.

Last year Keele’s Communications Team successfully entered the University’s STarT Back tool, an innovative approach for the treatment of low back pain, into the MadeAtUni campaign led by Universities UK which celebrates and showcases the impact that universities have on people, lives and communities across the UK and beyond.

The STarT Back tool, which Keele researchers have pioneered for over the past 15 years, was named as one of the UK’s 100 Best Breakthroughs list, recognised for its significant impact on people’s everyday lives.

The Communications Team emphasised the importance of this treatment, highlighting that low back pain is the number one cause of disability worldwide, and in the UK, 70% of people will experience a significant episode of back pain during their lives, with the condition costing society over £10 billion each year.

The Communications Team worked closely with Universities UK to support the MadeAtUni campaign and promote the STarT Back tool, including sending press releases, pitching to the media, and designing and sharing social media content, sparking a new interest in the research by the media, as well as people suffering with low back pain and healthcare professionals.

The campaign was a huge success and lead researchers Dr Jonathan Hill and Dr Simon Somerville featured on ITV Tonight explaining the tool, reaching millions of people across the UK. The campaign also sparked local interest, with coverage in The Sentinel and Dr Somerville interviewed live on BBC Radio Stoke encouraging the local community to ask their GPs about the STaRT Back approach.

The Keele Communications Team excitingly awaits the announcement of the next phase of the MadeAtUni campaign which will celebrate individuals and teams whose work has led to improvements in how we understand and treat health, mental health and wellbeing.