Finalist
Gout Nation 2014
Summary of work
In early 2014, Arthritis Care, one of the UK’s leading arthritis charities commissioned a quantitative, UK survey aimed to elicit new research data on the impact of gout on sufferers. The survey results were presented by the charity in a report showcasing policy makers’ and healthcare professionals’ failure to understand the seriousness of the disease and support appropriate treatments.
While the findings were impactful, Arthritis Care was faced with the challenge of drawing people’s attention to a disease that historically had rarely been talked about and one that is generally considered an old, wealthy man’s disease. As such, it approached Edelman to support the report’s launch by developing a strategic media outreach programme to drive awareness of the findings and the seriousness of gout as a medical condition.
Edelman conducted extensive media analysis which revealed an opportunity to engage broadcast channels and radio. Tactics used in the campaign included: issuing an embargoed press release to key journalists and additional outlets when the embargo was lifted, case studies, KOLs, factsheets, key messages, infographics and a Twitter plan.
Overall, the campaign was a success and secured coverage on national broadcast media, radio and online. The client was left extremely elated by the campaign’s outcomes.
Judges’ comments
Gout Nation produces a clear and compelling case with refreshing insights and results that surpassed expectations. Media coverage was good, raising awareness and breaking myths and patients were mobilised to seek help.
