Campaign: Life with Parkinson's
Client: European Parkinson's Disease Association, H Lundbeck A/S and
Teva Pharmaceuticals
PR team: Burson-Marsteller
Timescale: July-August 2009
Budget: £165,000
Lundbeck and Teva agreed to support the European Parkinson's Disease Association's (EPDA) campaign on early treatment by funding Burson-Marsteller's support.
Objectives
- To develop a multi-language resource for the EPDA's 43 European member associations
- To launch it to healthcare professionals and EPDA members
- To drive traffic to the campaign website.
Strategy and plan
A booklet called Life with Parkinson's was developed and translated into ten languages. Additionally, a survey was carried out on 5,000 people's perceptions of Parkinson's to identify knowledge gaps. The survey was distributed along with a press release, backgrounders, factsheets and video clips of people with Parkinson's, carers and EPDA spokesmen.
Measurement and evaluation
The campaign generated 29 articles in pan-EU media in the first week. All coverage was positive and identified at least two key messages. Hundreds of campaign booklets and publicity postcards were distributed to healthcare professionals at The Movement Disorder Society congress.
Results
There were nearly 1,000 visits to the campaign site in the first month. Seven hundred campaign booklets and publicity postcards were distributed.
