Finalist
Hear My Story: Connecting Real-Life AAV Experiences
by Havas Life Medicom for CSL Vifor
Summary of work
ANCA-associated vasculitis (AAV) is a rare autoimmune disease that causes significant inflammation and vessel damage. Due to the rarity of the condition, people with AAV often feel isolated and alone because of the lack of understanding and support available.
To irradiate some of these feelings of loneliness, Vifor CSL launched the ’Hear My Story’ campaign during Rare Disease Day (RDD) 2023. The goal was to build a sense of community for AAV patients and loved ones. The campaign spotlighted authentic patient narratives and encouraged individuals affected by AAV to share their experiences on the MyANCA Facebook page.
‘Hear My Story’ debuted on the Facebook channel and extended to 7 markets, each hosting a bespoke landing page that featured real-life AAV patient stories. Paid social media and PPC advertisements across Europe ignited participation in the campaign.
During the 2-week campaign there were over 3,100 visitors to the webpage (88% surge in site traffic), 1,500 video views, and 52 comments, with individuals bravely divulging their stories. Additionally, it generated 150 reshares, amplifying the reach and impact.
Overall, the ’Hear My Story’ campaign surpassed expectations, effectively educating and empowering people across Europe to delve deeper into AAV and share their journeys.
Judges’ comments
Havas Life Medicom and CSL Vifor created a campaign which demonstrated nice stewardship, which was well-written and sought to make an impact in an area that needed it. It had a strong situation analysis and insight, with a good strategy and POE implementation approach.
