Public Service Announcement and Social Media COPDSOS Awareness Campaign
Overview
Organization: Dorney-Koppel Foundation
Start Date: 06/2021
End Date: Ongoing
Primary Goal: Goal 2: Improve the prevention, diagnosis, treatment, and management of COPD by improving the quality of care delivered across the health care continuum.
Secondary Goal(s):
- Goal 4: Increase and sustain research to better understand the prevention, pathogenesis, diagnosis, treatment, and management of COPD.
- Goal 5: Translate national policy, educational, and program recommendations into research and public health care actions.
Objective(s):
- Increase public awareness of the risk factors and symptoms of COPD so that earlier diagnosis of symptomatic individuals becomes the norm
- Increase the effectiveness and variety of outreach communication campaigns and activities that utilize evidence-based approaches to raise awareness of COPD, particularly among those at high risk, and help people diagnosed with COPD manage the disease
- Expand opportunities to increase COPD awareness across the public-private spectrum
- Promote research that can lead to strategies that help prevent the onset and progression of COPD and improve the quality of COPD care and management
Collaboration: Our Partners are FCB Health, COPD Foundation, American Respiratory Care Foundation, Right2Breathe, Allegheny Health Network, Highmark Health.
In addition the ATS, AARC, AACVPR, PERF, USCC, ATS, Alpha-1 Foundation, Emphysema Foundation of America, Respiratory Care Association, Allergy and Asthma Network, Breathe Southern California support the COPDSOS.ORG Campaign via their website blogs, links to the Campaign or other promotion of the Campaign. We are still onboarding Supporters so this list is incomplete.
Activity Type: Campaign, Policy/advocacy
Activity Description
The COPDSOS PSA and Social Media Awareness Campaign is focused on finding and diagnosing the "missing millions" who have COPD but don't know it. A risk screener tool is provided for people to see if they should talk to their physician about their symptoms and risk. ABC, CBS, NBC, MSNBC have all been airing PSA video ads in national and local markets since June and will continue at least through the end of 2021. A secondary aim is to provide links to various websites to provide information and resources for people to access and learn more about COPD. Yet another aim is to raise public consciousness about the need for more research for COPD. This is a direct link to Goal 2 of the COPD NAP and also has features of Goals 1, 4 and 5. Unrelated to the COPDNAP but another aim is to get the "missing millions" vaccinated for COVID.A social media campaign is also associated with the Awareness Campaign with links to Facebook and Instagram.
Audience
General Audience: Patients, At-risk populations, General public, Policymakers/advocates
Focused Audience: n/a
Program Reach: National
Type of Area: Urban, Suburban, Rural
Setting: Online
Cost and Funding Sources
Funded by GSK and Highmark Health- $300,000. Pro Bono staff was provided by FCB Health New York, a global Advertising agency. Dorney-Koppel also worked pro bono and paid all of its own expenses for travel and talent. Funds have been expended so Dorney-Koppel is now also a funder and amount is yet to be determined.Impact Analysis
24,421 website visits to copdsos.org from June - September 28, 2019. 2,206 persons have taken the COPD Risk Assessment Questionnaire as of 9/30/21.Social Media (FB and IG) metrics 8/24/21-9/28/21 targeting national and regional audiences: Overall CTR (Click Through Rate) is 2.15%. (Benchmark for FB is between 0.2-0.6%). Our overall level of Engagement is 232,128 people. Engagement indicates whether a viewer took an action (like, love, shared) the video.
Advice or Lessons Learned
This has been a multi year activity that launched in June 2021. Getting funding, building the Campaign, and the website, Ted Koppel interviewing 30-40 COPD patients in 3 US locations (LA, NY, WV) was challenging. FCB provided ad agency staffing, editing and production facilities pro bono. Finding social "influencers" to promote the message is daunting. Without hundreds of hours of unpaid labor, we could not have brought this Campaign to fruition.The assistance and cooperation from our Partners and Supporters was and is vital to the success of the Campaign. This Campaign is consistent with NHLBI Mission and the Missions of all of the professional associations and lung advocacy groups who have joined us. Collaboration is the key- this is OUR campaign.
Related Links
Contact Information
Dorney-Koppel Foundation
President
Potomac
Maryland