Jakemans launches campaign ahead of winter season

Cough and throat lozenge brand Jakemans has launched a campaign to celebrate the most-loved British voices and to educate the public on the importance of protecting our own ahead of the cold and flu season.

The campaign, which launched with a new poll of 2,000 UK adults, revealed that the UK’s favourite voice belongs to Sir David Attenborough (32 per cent). He was followed by Stephen Fry (16 per cent) and former Bond, Sir Sean Connery (16 per cent). With these names in mind, it’s unsurprising that Brits agree the following characteristics are the most important when it comes to having a great voice; being distinctive (37 per cent), captivating (27 per cent), and soothing (22 per cent).

Jakemans has partnered with Professor Silke Paulmann, Head of Psychology Department at the University of Essex, who has worked on studies analysing the impact of certain voices on behaviour.

“Our voice is as unique as our fingerprint – it forms part of our identity and signals so many facets of us, including information about our age, sex, and personality," says Paulmann. "But it is also a powerful tool in that it tells others how we feel, from expressing anger to love. And when we listen to someone else’s voice, a range of feelings can be elicited in us. A calming, soothing voice helps us overcome upset and a powerful, motivational voice can get us going when we need some encouragement.

“In addition to affecting our wellbeing, voices can also affect our behaviour: listening to a soft, encouraging sounding voice can make us feel good and comply with instructions, while a harsh, pressuring sounding voice can make us feel anxious and react with defiance. However, sometimes our voice can be impacted by factors outside of our control like the weather or illnesses, and we lose the ability to communicate in our unique way that is fundamental to our identity.”

In fact, nearly six in 10 (59 per cent) of those surveyed have experienced a voice-related health issue – 31 per cent of these being forced to take time off work or cancel social commitments due to the problem. As a result, two in three (67 per cent) of these said they only truly appreciated their own voice after losing it for a period of time.

When remedying issues such as sore throat, hoarseness or loss of voice, throat lozenges are the most popular choice of treatment. 55 per cent will rest their voice as much as possible on the road to recovery, with 46 per cent keeping it hydrated.

The campaign launches ahead of the winter season to ensure that those who are suffering with common winter ailments, such as a cough or sore throat, are educated on the importance of keeping a healthy voice during this time. The PR campaign is being supported with a strong social campaign as well as a new advert being released in November across TV and radio.

“We’re really excited to be launching this brand-new campaign celebrating exceptionally marvellous voices whilst highlighting the importance of keeping our throat and airways clear so we can ensure our voice remains powerful throughout the winter season," said said Jakemans Senior Brand Manager, Elizabeth Hughes-Gapper. "Rates of common illnesses such as coughs, colds and flu are on the rise meaning we’re likely to see an increase of those suffering with a cough or sore and tickly throat."