Disease Awareness Campaign, HCP Engagement Campaign

Alnylam Pharmaceuticals

Our client was interested to engage and educate the general public and HCPs through a primary-care focused disease awareness campaign. This campaign originally targeted Northern Ireland and the Western Trust Healthcare Area (West of Northern Ireland).

The aim of the campaign was to raise awareness about the rare disease Hereditary ATTR (hATTR) Amyloidosis and its roots from the Northwest of Ireland. Our strategy was centered around amplifying the unique story of Rosaline Callaghan, a patient advocate from Donegal, who had been diagnosed and currently living with the condition.

As someone who had lost family members (from Derry and Donegal), including her father, to the condition, Rosaline felt that it was "coming for her". Due to her familiarity with the symptoms, she was able to receive early diagnosis and treatment.

Using Rosaline's story as the cornerstone for the campaign, we created a Disease Awareness website, videos, multi-platform digital campaign, backed up with direct mail and editorial in local medical publications. All aspects were designed to target awareness to GPs, consultants and the general public, educating them about the symptoms of the disease and how to treat it.

Now in its fifth year, this disease awareness campaign continues to amplify stories of Irish patients who have a history of illness in their family, and the steps they take to manage the inherited disease, should it develop into hATTR Amyloidosis.