PUTTING AN OVER-LOOKED MEDICAL CONDITION ON THE MAP
Linked to ageing or neurological disorders, dysphagia is a common condition defined as ‘difficulties with swallowing’. It can be frightening, isolating and lead to pneumonia or malnutrition in people affected.
Yet, little is known about dysphagia outside care homes. Many vulnerable people suffer in silence while at-home carers lack basic information to support their loved ones.
Our disease awareness campaign needed to nudge carers towards a better understanding and put dysphagia on the map
CAMPAIGN IN MOTION:
The ‘dysphagia is hard to swallow’ social & digital nudge campaign was designed to target people in Spain and Italy as the pilot countries.
Links from the Facebook landing page went to an interactive screening tool. This provided a simple way to help pinpoint if the symptoms of dysphagia were bothering them or a loved one.
OUTPUT
Content outreach across social and digital channels explained the facts and firmly established familiarity with the term “dysphagia”.
30 million people received the message in three months.
OUTTAKE
Within days of launch nearly 600 people had reacted to the campaign and started a new conversation centred around difficulties with swallowing.
They posted about what it is like to live with, or care for someone with, dysphagia.
OUTCOME
During the successful 3-month pilot, 200,000 people visited the Facebook page and interacted with the immersive online tools.
30% completed the screening Q&A. A high risk of dysphagia was indicated in about 50%.
Following the successful pilot, the programme has been rolled out in further countries across Europe.
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