How brands and organisations are responding to the UK’s extreme heat

With temperatures expected to reach 40°C in parts of the UK this week and the Met Office issuing a rare Red Extreme Heat Warning, Britain’s heatwave has become one of the biggest news stories in the country.

As consumers search for ways to stay cool, protect their homes and keep their families safe, brands and organisations across almost every sector have been quick to join the conversation. From charities sharing life-saving advice to businesses highlighting unexpected risks caused by extreme temperatures, the heatwave has created a reactive PR opportunity that stretches far beyond weather forecasts.

Here’s how organisations have been turning the UK’s hottest week of the year into headlines.

RNLI warns Britons about cold water shock as heatwave sends more people to beaches, rivers and lakes

As more people head to beaches, rivers and lakes to cool off, the RNLI has been using social media to share advice on what to do if you unexpectedly enter cold water.

In a recent Instagram Reel, the charity reminded people that while air temperatures may be high, water temperatures can remain dangerously cold. The post encourages people to float on their back, keep their airway clear and control their breathing if they experience cold water shock.

The content forms part of the RNLI’s wider water safety messaging during periods of warm weather.

Save The Children shares advice to help parents keep children cool during the UK’s heatwave

While many organisations are speaking to the general public, Save The Children has focused its messaging on one specific audience: parents.

The charity resurfaced practical advice on keeping children safe during extreme temperatures, including guidance around hydration, sun exposure and managing heat indoors.

The story demonstrates how charities can make existing content relevant again by tying it to current events. Rather than creating a brand-new campaign, Save The Children identified a piece of advice that suddenly became highly relevant and put it back in front of audiences when they needed it most.

Met Office issues rare red heat warning and safety advice as temperatures approach 40°C

Few organisations have dominated social feeds quite like the Met Office this week

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Alongside issuing a rare Red Extreme Heat Warning, the organisation has been publishing explainers, forecast updates and safety advice as temperatures continue to rise across the UK.

While weather forecasting might not traditionally be considered brand content, the Met Office has effectively become one of the country’s most visible publishers during the heatwave, providing information that millions of people are actively seeking out and sharing.

Haypp warns drivers to remove vapes from cars during the heatwave over battery and fire risks

Vape retailer Haypp secured national coverage by warning motorists about the risks of leaving vaping devices inside vehicles during the heatwave.

As temperatures across the UK continued to rise, the company highlighted how excessive heat can affect vape batteries and e-liquids. According to Haypp, prolonged exposure to high temperatures can cause batteries to swell, leak or become damaged, while e-liquids may expand and leak inside vehicles.

The advice was provided by Markus Lindblad, Head of Legal & External Affairs at Haypp, who also warned that overheating could impact the performance and lifespan of vaping devices. The company additionally highlighted the potential costs associated with damage caused by overheated devices, including vehicle repairs and possible insurance complications.

Coverage via Express.

Bupa names Coventry the UK’s ‘sunburn capital’ after research reveals Britain’s tanning habits

Healthcare provider Bupa commissioned research into the UK’s sunburn habits ahead of the heatwave and identified Coventry as the country’s ‘sunburn capital’.

According to the study, 47% of Coventry residents said they always or often get sunburnt during a typical summer, compared to a national average of 18%. The research also found that 67% of people in the city choose to go without sun cream in an attempt to get a tan, while one in five Britons believe sunburn is a necessary part of tanning.

Alongside the city rankings, Bupa used the research to highlight wider attitudes towards sun safety. The study found that 19% of people who had experienced severe sunburn had sought medical treatment, while 38% of those who had previously been sunburnt said they were not concerned about the impact it could have on their risk of developing skin cancer.

Coverage via Daily Mirror. 

LloydsPharmacy Online Doctor issues heatwave advice for people taking common antidepressants

LloydsPharmacy Online Doctor secured national coverage by highlighting the additional precautions some people may need to take during the heatwave if they are taking certain medications.

The advice focused on commonly prescribed antidepressants, including Sertraline, Citalopram and Fluoxetine, which can affect the body’s ability to regulate temperature and may increase sensitivity to heat. The guidance was released as the Met Office issued a rare Red Extreme Heat Warning and forecast temperatures approaching 40°C in parts of the UK.

As part of the coverage, Dr Sameer Sanghvi, Clinical Technology Lead at LloydsPharmacy Online Doctor, advised people taking these medications to stay hydrated, avoid direct sunlight during the hottest parts of the day, wear loose clothing and seek shade where possible. The company also reminded people not to stop taking prescribed medication without consulting a healthcare professional.

Coverage via Daily Mirror.

SCI Windows reveals when homeowners should open and close their windows during the heatwave

As temperatures across the UK were forecast to reach as high as 40°C, window manufacturer SCI Windows joined the heatwave conversation by sharing advice on how homeowners can keep their properties cooler.

The company explained that whether windows should be open or closed depends on the temperature inside the home compared to the temperature outside. According to SCI Windows, windows should remain closed when outdoor temperatures are higher than indoor temperatures to help keep cooler air inside the property.

The advice was featured in weather and lifestyle coverage as consumers searched for ways to manage indoor temperatures during the heatwave. Alongside the guidance, the company recommended opening windows overnight and during the early morning when temperatures are lower, before closing them again as temperatures begin to rise throughout the day.

Coverage via Express. 

Electrical Safety First warns against viral DIY air conditioning hacks as temperatures soar

As temperatures across the UK continued to rise, Electrical Safety First responded to a number of viral social media trends claiming to turn household fans into makeshift air conditioning units.

The organisation warned against hacks involving ice, frozen towels and water being attached to electric fans, highlighting the potential risk of electric shocks if melting water comes into contact with electrical components.

The advice was shared as temperatures were forecast to reach up to 40°C in parts of the UK, with many households looking for ways to cool their homes without air conditioning.

Alongside warning against viral cooling hacks, Electrical Safety First also used the opportunity to share broader fan safety advice, including recommendations around overnight use, regular cleaning and checking appliances for signs of wear and tear.

Coverage via Daily Mail. 

Rogers & Norton explains workers’ rights during the UK’s record-breaking heatwave

Law firm Rogers & Norton secured national coverage by providing guidance on workplace rights during periods of extreme heat.

As temperatures across parts of the UK were forecast to reach up to 40°C, employment lawyer Natalie Peacock explained the legal responsibilities employers have to ensure workplaces remain safe and comfortable during hot weather.

The advice highlighted that while UK law does not set a maximum workplace temperature, employers are still required to comply with health and safety regulations, including providing a reasonable working environment, access to fresh air and appropriate measures to manage heat-related risks.

Alongside explaining the legal position, the firm discussed practical steps employers can take during periods of extreme heat, including carrying out risk assessments, allowing additional breaks and ensuring employees have access to drinking water.

Coverage via Daily Mirror. 

Currys jokes that it’s so hot they're having to put a fan on the TV

Not every brand response has been serious.

Consumer electronics retailer Currys joined the conversation on TikTok with a video joking that temperatures had become so extreme that they had to put a fan on the television.

The post taps into a very British style of humour that often emerges whenever temperatures climb above 30°C, proving that not every heatwave reaction needs to be rooted in expert advice or data.

Sometimes simply acknowledging the shared experience is enough.

Watch the TikTok here. 

What can PRs learn from this week’s heatwave coverage?

1. Focus on the impact, not the weather

The heatwave itself isn’t the story. The story is how it affects people.

Looking at the examples above, the brands that secured coverage focused on a problem consumers suddenly faced because of the heat. Haypp highlighted the risk of vapes overheating in cars, LloydsPharmacy Online Doctor warned about how certain medications can affect the body’s ability to cope with extreme temperatures, while Rogers & Norton explained workers’ rights during periods of extreme heat.

The strongest reactive stories often tap into an emotional, financial or practical concern. Ask yourself: what changes for consumers because of this news event, and why should they care?

2. Look at what you already have before creating something new

Not every reactive story needs a brand-new campaign.

Save The Children resurfaced existing advice for parents, while Bupa’s sunburn research could easily have been a broader summer campaign that became significantly more newsworthy because of the heatwave. Before commissioning new research or creating new assets, it’s worth reviewing existing content, data, reports and expert commentary to see whether they can be reframed around a timely news event.

Often the best reactive opportunities come from applying a current news hook to something you already have.

3. Make sure you have a genuine reason to join the conversation

When a major news story breaks, journalists are often flooded with similar pitches.

The examples that stand out tend to have a clear and credible connection to the topic. The RNLI talking about water safety, SCI Windows explaining how to keep homes cool and Electrical Safety First commenting on cooling hacks all have an obvious link to the heatwave.

Before reacting, ask whether your brand can genuinely add something useful, different or relevant to the conversation. If the connection feels forced, journalists are likely to receive the same pitch from dozens of other brands. The strongest reactive stories are the ones where the expertise naturally aligns with the news agenda.