case_The Danish Liver Association

Raising awareness about Hepatitis C

THE TASK

Only one tenth of the 15-20,000 Danes affected by Hepatitis C are currently undergoing treatment for their condition, despite development of new remedies that can cure approximately 95 percent of afflicted patients.

The Danish Liver Association (Leverforeningen) wished to highlight this issue. The goal was to place the treatment of Hepatitis C patients on the political agenda, in order to push Danish health authorities into getting more patients treated.

THE SOLUTION

The Danish Liver Association and Holm Kommunikation decided to form an alliance with Brugernes Akademi and the Danish Hepatitis Association, who also work to improve the rights of hepatitis patients.

The teams cooperated to form a strategic PR campaign, which was to culminate on July 28th, World Hepatitis Day. Using the three associations as authors, a call-to-action was sent to the media, highlighting the need for a new plan regarding Hepatitis, particularly regarding Danish patients who receive worse treatment than in most other European nations. We, at Holm, coordinated interviews with a specialist doctor, a Hepatitis C patient awaiting treatment, and the chairman of the Danish Liver Association.

THE RESULT

The PR effort resulted in massive press coverage on both TV and radio news reports, highlighting the lack of treatment for hepatitis C patients. Lone McColough, chairman of the Danish Liver Association, Peter Leutscher, specialist doctor, and Kræn Senning-Larsen, a hepatitis C patient, were interviewed. Also interviewed were political health policy advisors Liselott Blixt (DF) and Flemming Møller Mortensen (S) who promised that they would look into how more patients could receive treatment in the near future.

THE RESULT

omtale

COVERAGE

4 radio clips
2 TV clips
Only positive coverage

EFFECT

Total reach for TV: 518,000
Total reach for radio: 1,7 mil.

WANT TO KNOW MORE?

Mathias Holm Pedersen, Partner & Seniorkonsulent
mhp(at)holm.dk
+45 22 93 77 30