Novartis aimed to promote newborn screening for Spinal Muscular Atrophy (SMA) among pregnant women aged 20-45 and those planning to have children. The campaign faced significant communication hurdles, as Novartis was prohibited from direct patient contact. Additionally, media coverage was limited due to the MTI reluctance to address SMA treatment topics. These constraints necessitated innovative approaches to raise awareness and encourage voluntary screening for this rare genetic disorder.
To overcome these challenges, the campaign employed a multi-faceted strategy. A partnership with Mizse Mineral Water was established, utilizing product packaging to disseminate educational content about SMA and newborn screening. Influencer engagement was leveraged to amplify the message, while press releases and online advertising further expanded reach. The campaign adopted the zebra as a symbol for rare diseases, enhancing visual recognition. Newsletters were distributed to key stakeholders, and a final press conference was held to culminate the efforts. Additionally, donations were made to the Bethesda Foundation and RIROSZ, supporting organizations dedicated to rare diseases.
The campaign achieved remarkable success, with 92% of parents volunteering for SMA screening. This led to the diagnosis and treatment of 11 children, potentially saving their lives. Media impact was substantial, generating117 publications through press communication and hybrid media efforts. The campaign garnered 1,068,421 hits and 21,684 clicks, demonstrating significant engagement. Notably, the cost per click was 70% lower than industry benchmarks, highlighting the campaign's efficiency. These results have paved the way for future initiatives, with the ultimate goal of incorporating SMA screening into standard home screening protocols.
