We devised and launched the first ‘citizen science’ project of its kind for health charity Scleroderma and Raynaud’s UK (SRUK) to drive awareness of the conditions and the need for greater research into them
Scleroderma and Raynaud’s UK
Inspiring public engagement with health research
challenge
Over 10 million people in the UK are affected by Raynaud’s and thousands more by related auto-immune conditions such as scleroderma, but currently there is far too little known about how to diagnose, manage and treat these conditions. And there is no cure. An awareness campaign was needed to shine a spotlight on these conditions and drive public engagement with the charity to help create momentum for more medical research into them.
solution
Audience research told us people with mild forms of Raynaud’s wanted to help those with more serious auto-immune conditions, so we gave them an opportunity to do this by contributing to research that could lead to better treatment and care.
We created and launched #BePartOfTheAnswer – a first of its kind ‘citizen science’ study on Raynaud’s, asking 10,000 people across the UK to take a one-minute test to find out if they might have the condition. Those who completed it were invited to participate in a medical questionnaire and the results of these will be used to support scientific research into Raynaud’s, scleroderma, and other related auto-immune conditions.
To support the launch of the campaign we enlisted the help of Dr Punam Krishan, NHS GP and BBC Morning Live Resident Doctor to promote the online test. We also used case studies of people living with the conditions to tell their own stories and reiterate why more research into them was so vital. We used those stories as the backbone for developing and implementing a paid and organic social media campaign to drive people to the online test, bringing the issue to life through personal testimony.
Impact
31,942
people took the online test during the first phase of the campaign, tripling our original target in just three months
34
pieces of coverage were secured with an estimated reach of 115.8 million
3,683
people signed up to the SRUK newsletter
"We have been really impressed by Forster's dedication, creativity and the insightful way they have gone about supporting us to create and deliver this campaign to raise awareness for our charity. Their strategic approach from honing our narrative and securing a suitable celebrity ambassador, to delivering stand-out media coverage and supporting with our social media content, has generated results that exceeded all expectations. They have been an invaluable partner, aiding us in our mission to achieve faster diagnoses, better treatments, and ultimately, find a cure for Raynaud's and other related auto-immune conditions."
Sue Farrington,
Chief Executive of Scleroderma and Raynaud's UK
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