Pharmafile Logo

The vitamin D deficiency: should we act?

Healthcare PR agency Say Communications analyses whether headlines are able to trigger a behavioural change with regards to the vitamin D deficiency issue.

As someone with an aspiring career in healthcare PR I have recently gained an education in the world of healthcare journalism in the mainstream media. As an intern I have noted how health and medicine shape the headlines of the newspapers and magazines we read every day. But I’m yet to establish whether these headlines then go onto shape our lives? Or are they forgotten quicker than you can say ‘vitamin D supplements’?

Vitamin D has recently hit the forefront of our popular consciousness, gaining national coverage in newspapers over the last week. The story hit the headlines as government health advisors are now declaring that, thanks to Britain’s perpetual state of drizzle, the entire population is not receiving sufficient levels of vitamin D. Subsequently in order to protect our health and boost our vitamin D levels we may have to become a nation of supplement takers. This marks a change from current government advice which suggests that only specific groups are at-risk; these include children under 5, pregnant women and adults over 65.

So we’re all at-risk of a vitamin D deficiency –but will we alter our lifestyles accordingly? The draft report which sparked this media activity was due to be released in 2007, but has been continually delayed. It is presumed these delays were due to the huge wealth of ever-growing information regarding vitamin D. This diminishes hope that the final report, due in 2016, will be published punctually. By this time people will almost certainly have lost interest in what was once breaking news.

The seeming lack of urgency surrounding the report is enough for anyone to mistake this current influx of headlines as a big fuss about nothing. However the delays merely highlight the sheer quantity of information, the complications of completely changing current government advice and inevitable bureaucracy.

I also feel a misunderstanding about the severity of this issue may prevent people from taking action. I can confidently assume this news story has led to numerous puns surrounding the British summer (or lack of it). Herein lies the problem – something with such a simple solution as getting 15 minutes sun exposure a day or taking over the counter supplements does not feel as intimidating as many health headlines. However a vitamin D deficiency can not only harm your bones but is also blamed for chronic conditions such as cancer, heart disease, multiple sclerosis and diabetes.

So while the headlines may be forgotten, awareness still needs to be raised. When the solution is so simple, why take the risk at all?

-Written by Jenny A.

This content was provided by Say Communications

Company Details

 Latest Content from  Say Communications 

How human differences can affect communication success by Samantha Lynne

DISC Consultant Samantha Lynne examines how human differences affect communication success.

Could hackers threaten your health?

Increasing cyber threats mean medical device providers must now take security matters more seriously, writes our Say technology blogger.

Can we ‘outsmart’ smartphone addiction by using it to develop effective health apps?

Are you guilty of repeatedly checking your phone 24/7? Our new blog explores what makes them so addictive and how understanding this may help us develop more effective health apps.

Why I think rare disease companies are more patient-centric

Guest blogger Kamlesh Sheth believes companies that specialise in rare disease tend to be more patient-centric.

Embracing the demands of the empowered ‘consumer-savvy’ patient by Ann Generlich

Our access to information, which is now constantly at our fingertips and the explosion of new technologies has shifted the buying power to increasingly ‘consumer-savvy’ patients. These are patients who choose...

A Spotlight on Healthcare Communications Advocacy by Alastair Kent

Earlier this year I received an email from Stefi Rucci asking me if I would mind if she nominated me for the Healthcare Advocate of the Year at this year’s...

Am I all grown up yet? My first year in a real, adult, full-time job.

One year at Say Communications has whizzed by. I’m in my early twenties and a recent graduate who has spent the last year working in healthcare communications.  Now that my...

Lost for words? Try picturing this… by Mark Spain and Sharon Ombler-Spain

The Two Visual Thinkers' blog about the benefits of recording information visually to engage and educate a variety of audiences.

Take a walk on the wild side!

The Say Comms team are raising money for The Haemophilia Society with a walk-a-thon sponsor them here http://bit.ly/1MtvDO8

Diabetes: Let’s cut the Gordian knot by Debashis Bhattacharya and Kamlesh Sheth

Digital health specialists Aegleio suggest that a culture change is needed to cope with the rise of diabetes in the UK.