BRAIN AWARENESS WEEK
There are over 2 million people in the UK suffering from neurological disorders and while the quality of interaction between the carers and the sufferers can have a huge impact on the sufferer’s quality of life, 4 in 10 people (40%) say they wouldn’t know the best ways to help and support someone with a mental health condition. In light of this issue, General Electric Healthcare developed an app that used music, art and dance to give respite, interaction and support for sufferers and their caregivers. Using Brain Awareness Week to position GE Healthcare as a voice of authority within the neurological arena, GE were able to raise awareness of the benefits of their MIND app on caregivers and sufferers, and improve the profile of GE Healthcare’s company-wide commitment to improving the prediction, detection and diagnosis of neurological disorders.
In order to achieve these aims, the campaign utilised radio interviews as a route to coverage, with neurology expert, Dr Gabrielle Silver, discussing people’s attitudes towards neurological conditions, as well as explaining how the MIND app could help carers and sufferers. Dr Silver’s knowledge on the subject proved comprehensive, and she was capable of dealing with all the questions thrown at her, leading to a very professional-sounding campaign. The campaign was very successful, reflective by the significant surge of downloads through the app during the radio day.
Coverage highlights included: BBC Radio Scotland, Real Radio Scotland, Smooth Radio, Big City Radio and Unity FM.
Campaign in Numbers:
GE Healthcare’s campaign secured a weekly reach of 3.8 million people with 3 hours 37 minutes’ worth of coverage.
GE Healthcare’s campaign secured a total of 59 items of coverage (including one national radio station) across the UK.