ABOUT

Concept
About the campaign – be addison’s aware!

Addison’s disease affects more women than men – mostly between the age of 25-55 year old – it is a rare disease. In the UK there are around 10,000 people with the condition.

The symptoms are easily confused with other conditions as very common to many different diseases. On average it takes someone over 1 year to be diagnosed. However, the longer people delay the diagnosis and treatment, the worse the condition will get.

If left untreated, people can suffer from a crisis that can be fatal. And for all those living with the condition undiagnosed their quality of life is very poor; so the sooner they are diagnosed, the quicker they will get back to a normal life.

Diagnosis is very straight-forward with a cortisol blood test.

Pharmanovia is running a disease awareness campaign as we feel there are so many un-diagnosed people who have been living with the condition. The campaign is aimed at people who might have started showing symptoms, their carers, their families to provide information and the confidence to speak to their GP about it.

The brief was to create a short animation looking at the most common symptom of the condition, being tired all the times, to be used across social media channels.

Execution

During the execution, the design of the animation was developed to appeal to the target audience of women 25-55 year old, creating empathy with them, and making them relate to the character and their actions.

The execution was relatable, friendly, and not flat with the main characters doing day-to-day things (like shopping, going to the gym, going to work, preparing dinner).

The use of colours and shadows was to help with creating rich characters, not just flat illustrations, audience could relate to.

Various options were explored and tested with potential audience – once the character was approved - then the storyline was developed and the voiceover to reflect the essence of the animation was sourced.

On viewing the audience watching is s meant to wonder if they have the condition and visit the corresponding website to find our more. The animation was to draw them in, hone on the symptoms so people can be nudged to find out more and speak to their GP about it.

Results
The animation was launched on Instagram and other channels (website, linkedin) receiving very positive feedback, engagement and comments and thus contributing to increase the number of people downloading ‘how to speak to your GP’ about your symptoms so that more people are tested.

Some results of the campaign below:
> the animation was played 4,851 times
> it reached over 4,400 women in the UK (22-54)
> 56 likes
> 21 saves
> 132 visits to website
> 37 downloads of the relevant resources