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Shire launches digital 'paper planes' for rare disease campaign

#FlyForMPS allows supporters to track the miles their plane travels

e MPS diseases awareness campaign fly for mp 

Shire has kicked off a disease awareness campaign for a set of rare genetic diseases that sees participants create and launch digital 'paper planes'.

The #FlyForMPS campaign aims to raise the profile of MPS (mucopolysaccharide) diseases - the seven varieties of which include Hunter syndrome (MPS II) and Morquio syndrome (MPS IV A,B).

Partnering with the International MPS Network and the UK's MPS Society, Shire's www.MPSDay.com site allows visitors to create digital versions of paper planes that can be shared via email and social media.

The site then also tracks the miles flown and connections made as the planes travel around the world, with the campaign aiming to reach 20,000,000 air miles and 8,000 connections.

e MPS diseases awareness campaign fly for mp 

Angus Hogg, MPS franchise lead at Shire, said: “Shire is committed to helping improve the lives of people with rare diseases and raising awareness is essential to do so.

“The Fly for MPS campaign will help people around the world better understand and share information about MPS diseases, in an effort to shorten the path to diagnosis for those affected by these rare diseases.”

A group of rare, inherited, metabolic diseases that affect adults and children, MPS diseases occur in one in 25,000 births.

Christine Lavery, group chief executive at The MPS Society, said: “MPS diseases are devastating conditions which have a huge impact on the lives of people affected and their families. By connecting people around the world, we hope to improve awareness and understanding of these conditions among both the public and healthcare professionals.”

Launched last week to coincided with MPS Day, the campaign also utilised 'crowdspeaking' platform Thunderclap to send a timed social media post from its supporters and create a wave of attention.

Thunderclap has been gaining attention from pharma over the last couple of years, and has been used by firms such as Boehringer Ingelheim in atrial fibrillation and Novartis in vision loss and urticaria.

20th May 2016

From: Marketing

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