Project

TIME DOES NOT HEAL – CAMPAIGN

Client

ASSOCIATION SMA SERBIA

Brief

The association of patients with spinal muscular atrophy wanted to draw attention to the problem of long waiting times for medicine for adult patients. While they wait, their condition often drastically worsens, affecting their quality of life and ability to perform various activities independently. It was necessary to create a campaign to draw attention to the importance of the therapy for adult patients with this diagnosis, but above all, the problem of waiting or time, which is crucial for the quality of their life.

Solution

The preparation of the creative concept for this campaign involved research work in the sense of talking to patients who received the therapy and those still waiting for therapy. The interviews gave us insight into all the challenges faced by patients with this diagnosis, as parents, employees, and generally young people who want to travel, work and be independent.

From talking to them, we realized that their stories are the most powerful way to convey the campaign’s key message.

Time does not heal

The stories of Maja, Barbara, Aleksandra, Željko and Ivo were presented during the month-long campaign.

Through their experiences, they conveyed how much waiting for therapy affected their disease development and, therefore, their choices and quality of life.

We also used different formats to convey the message as effectively as possible and to give a broader picture of the problem they’re facing.

We conveyed the most important message through a mix of videos in which the interlocutors talked about how the disease affected various aspects of life and how much the therapy influenced improving the quality of life. You can watch the video here.

We included Facebook and Instagram social networks in the campaign, and the organization’s Twitter account was also opened, considering that socially responsible topics are often debated on this platform and that users of this network are generally interested in social issues.

SMART advertising was also used during the campaign, with the help of which we created an audience that may be interested and contribute to spreading awareness about this problem.

Result

During the campaign, the posts reached nearly 400,000 people on Facebook and Instagram, and over 370,000 users saw posts related to this problem on Twitter.

The level of interactions during the campaign was also close to 400 thousand, which means that almost every person who came across a post reacted (by liking, commenting, viewing a video or sharing content).

It is especially important that the level of community interaction was also high, meaning they understood the campaign’s message and somehow wanted to draw attention to this problem themselves.

Static posts on Facebook had tens of shares, while on Instagram, some of the most prominent stories were viewed up to 120 thousand times.

The Twitter community also showed a high level of interest, so one of the most successful posts was shared 150 times, and the video content had over 20 thousand views.

The campaign attracted the wider public’s attention, so the story of Barbara, a mother with SMA who is still waiting for therapy, was published by the daily newspaper Telegraf.

If your organization also wants to draw attention to a problem or you need a campaign that raises awareness about a specific topic, contact us. We are sure that together we will come up with the best solution.