Idiopathic Pulmonary Fibrosis (IPF) currently affects between 80,000 and 111,000 people in Europe. Every year, additional 30,000-35,000 new patients will be diagnosed with IPF. The disease, however, is still widely unknown. In 2018 we worked together in developing an awareness-raising campaign that can help change the landscape for IPF patients and their families. Inspired by successful awareness-raising campaigns, we developed a campaign that is personal, relatable, and emotional. Our objective was to achieve a greater understanding of the disease by putting those who fight IPF every day in the spotlight. We asked patients, families, doctors and nurses to share their experience online using the #MyIPFstory hashtag.
Idiopathic Pulmonary Fibrosis (IPF) currently affects between 80,000 and 111,000 people in Europe. Every year, additional 30,000-35,000 new patients will be diagnosed with IPF. The disease, however, is still widely unknown.
In 2018 we worked together in developing an awareness-raising campaign that can help change the landscape for IPF patients and their families. Inspired by successful awareness-raising campaigns, we developed a campaign that is personal, relatable, and emotional.
Our objective was to achieve a greater understanding of the disease by putting those who fight IPF every day in the spotlight. We asked patients, families, doctors and nurses to share their experience online using the #MyIPFstory hashtag.
2M IMPRESSIONS
EU-IPFF’s social media posts achieved close to 2 million impressions during the #MyIPFstory campaign.
900K VIDEO VIEWS
The campaign video reached around 900,000 views across different social media channels.
900 POSTS SHARED
#MyIPFstory hashtag was used over 900 times during the two-month campaign period.
~20% FOLLOWER INCREASE
EU-IPFF follower based increased by around 20% during the two months.
The campaign was designed to encourage people to tell their story by sharing a photo or video describing their experience with IPF. By sharing personal stories we were able to touch a wide audience that was more reactive in spreading the campaign messages. To encourage participation we produced an awareness-raising video, social media posts and visuals, and liaised with the network to bring all the stakeholders under one integrated multilingual campaign.
We developed short videos to spread the campaign messages and increase audience engagement. Following the success of personal stories shared under #MyIPFstory, we suggested continue using the same hashtag to increase campaign recognition and maintain message continuity. Each video featured a story from a patient, family member, nurse and doctor and were translated in 7 languages.