communications campaign for parkinson's disease
TRANSCRIPT
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 –
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!