Client Brief
CMT UK is a national charity supporting people in the UK affected by Charcot-Marie-Tooth disease. This year, their awareness month was in October and they asked us to come up with an online PR and social media campaign to increase awareness of the charity, of the condition generally and also to increase awareness to health professionals, so that they can diagnose patients quicker, enabling access to quicker treatment and support.
Our Work
After a speedy turnaround time, we implemented an online PR and social media campaign across CMT UK’s existing platforms, including Facebook, Twitter and Instagram.
Social Media
We created the content and sourced/ designed the images to give a consistent look across the messages and ensured that each of the posts was geared to the aims of the campaign. We also created a ‘frame’ overlay which a large number of people downloaded on top of their Facebook profile images.
The posts were promoted through a mixture of organic reach that went viral (we encouraged people to share posts) and paid-for advertising.
Website
We also created a specific awareness month landing page on their existing website.
PR
We distributed a press release campaign to relevant media, with widespread coverage.
Results
- 234k reach on social media throughout the month
- Viral post, reaching over 61k people, and was shared over 500 times
- Social media followers increased by 18% during the month
- Campaign web page viewed over 1,000 times
- PR coverage in relevant medical press
- Uplift of 250% for awareness pack requests
- Additional donations
- Increased new members
We met all our objectives and, based on the results of this campaign, we have worked with CMTUK on several other campaigns, including a fundraising campaign, raising 270% of the target amount within a month.
