Disease Awareness 

 

CHALLENGE

  • Despite being one of the leading causes of disease burden, preventable hospitalisation and death, little public or political attention has traditionally focussed on COPD
  • Burson-Marsteller was tasked with ensuring:
    • COPD is on the political agenda and prioritised accordingly
    • The ALF is considered the premier organisation in lung health, and ‘at the table’ in important COPDl discussions

SOLUTION 

  • Commissioned Access Economics to undertake a report on the economic impact and prevalence of COPD in Australia (today and in the future)
  • Liaised with health minister’s office on results and sought govt support for wider communication of results
  • Hosted briefing at Parliament House (Canberra) for parliamentarians and media

OUTCOME 

  • Key stakeholders provided support for ALF program, incl. Govt (Senator Jan McLucas attended the media briefing and endorsed Government support for COPD and the report)
  • Significant media discussion on COPD incl. a 10 minute segment on 7:30 Report
  • Report findings covered in: 137 radio segments; 31 newspaper articles, 14 medical articles; 4 consumer long-lead articles – Audience reach: over 4 million Australians
  • Outstanding proactive contact to the ALF regarding COPD
    • ALF call centre experienced significant increase in COPD information requests (number not quantified)
    • ALF website recorded the best ever monthly result (41,029 visitors in November)