This is Gary, the face of our new campaign to encourage health and social care professionals to download our Red Flag Tool and consider whether their patients’ symptoms could point towards a diagnosis of motor neurone disease (MND).
Gary is the brainchild of Purple Agency, a marketing communications agency which specialises in the health and wellness sector. He comes with the message ‘You’re more likely to meet someone with MND than you are to meet a Gary’.
Most people know someone called Gary yet you are more likely to meet someone with MND than to meet a Gary. The concept reinforces the message that MND is more common than many people think and so is a disease which healthcare professionals should be looking out for.
Gary offers some helpful hints for healthcare professionals who might see a patient with undiagnosed MND. Visitors to the dedicated campaign page can learn more about the symptoms of MND, both in medical terms and in the words of people with MND.
The advert launched in mid-January and is being shown to physiotherapists, ear nose and throat specialists, speech and language therapists, occupational therapists and GPs working within NHS Trusts in targeted geographical areas, via the NHS’s intranet. The Association, along with Purple, is working with a company called Fendix, which is managing the advertising campaign to ensure it is hitting the right audience.
Results from the Association’s Improving MND Care Surveys in the past have shown that people with MND often see a number of health and social care professionals for a variety of symptoms before being referred to a neurologist and receiving a diagnosis. It is hoped the awareness Gary raises will speed up that referral process so people with MND receive a diagnosis and the correct support more quickly.
Early results from the campaign are excellent – on day one the advert received five times more clicks than the average for the channel. Results will continue to be monitored to help shape the continuing use of the advert while offline advertising space in specialist publications is also being considered.