communications campaign for parkinson's disease

CLIK CommunicationsMyloh

Randy Seah

Christine Leong

Amy Sim

Tong Jia Jia

Grace Wu

All it takes is a CLIcK!

What is Parkinson’s Disease? Condition due to progressive

degeneration of nerve cells in brain

Affects mobility and co-ordination

Parkinson’s Disease Society (Singapore)

Mission:

To promote awareness and

understanding of Parkinson's

Disease (PD) and related

disorders by educating

patients, carers and their

communities, and to support

them holistically in their

journey with Parkinson's

disease.

Client’s Brief

1. Appreciating and understanding the difficulties faced by both the patient and the caregiver

2. Early detection of symptoms and appreciation of the disease as one that is more common among the elderly

3. Appreciate how the disease is managed medically and the importance of supportive therapies

4. Understanding the role and importance of local support organizations such as the PDSS

Focus Group

Part 1 of Interview

› Usage of Social Media –

Facebook

Part 2 of Interview

› Knowledge of PD and

PDSS

› Video of Parkinson’s

Gait

Findings about PD and PDSS

Know what PD entails

Heard of PD

Recognize PD from Video

0 1 2 3 4 5 6 7 8 9 10

2

10

3Common

misconceptions:

• Alzheimer's

• Progression can be

stopped by

medication

• Physical symptoms

can be consciously

controlled

Goals

To create and develop a strong social

media presence for PDSS to reach out to

the target audience, with the purpose of

education and communication.

Objectives

1. To increase awareness for PD and PDSS by

30%.

2. To establish online presence and reach

500,000 people.

3. To actively engage online with 10% of people

reached.

Target Audience

Primary

› Generation X & Y

Secondary

› Caregivers

› PD patients

Strategy

Key messages delivered in streamlined

phases

Use of social media platforms to reach

out to target audience

Key Messages

1.Physical and Psychological

Aspects

2.Family

3.Early Detection

4.Medication and Supportive

Therapies

TacticsKey Message 1

Physical and Psychological Aspects

Focus Topics Part 1 – Physical Aspects:

1.Clearing of

Misconceptions

2.Physical Aspects of PD

3.How does PD occur?

Tactics

1.How a patient

feels

2.How a care-

giver feels

Focus Topic Part 2 – Psychological Aspects:

Tactics

Key Message 2:

Family

Focus topic:

Family support

Video / Multi-media Competition

› Driven through social media

Tactics

Key Message 3:

Early Detection

Focus Topic:

Signs and Symptoms

Tactics

Key Message 4:

Medication and Supportive Therapies

Focus Topic:

1.Medical Treatments

2.Supportive Therapies

Channels

Timeline

Pilot Test - Facebook

FB Reach Demographics

FB Online Engagement

FB Online Interactivity

FB Online Interactivity

FB Online Interactivity

Budget

No Direct financial budget

Resources needed

› Manpower

› Time

Evaluation Pre-campaign (June 2012)

› Focus Group Interview

Weekly Monitoring of online metrics

End of Each Phase

› Collate and analyze online metrics

Post-campaign (October 2013)

› Online survey

› Final collation of online metrics

Like PDSS on Facebook!

Questions?

All it takes is a CLIcK!

Thank You!