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MND Association Gary - MND Association Gary

MND Association introduce Gary

Gary has been created as the face of the Motor Neurone Disease (MND) Association’s new campaign to encourage health and social care professionals to download their Red Flag Tool and consider whether patients’ symptoms could point towards a diagnosis of MND.

Gary is the brainchild of Purple Agency, a marketing communications agency which specialises in the health and wellness sector. He comes with the message ‘You’re more likely to meet someone with MND than you are to meet a Gary’.

Most people know someone called Gary, yet you are more likely to meet someone with MND than to meet a Gary. The concept reinforces the message that MND is more common than many people think and so is a disease which healthcare professionals should be looking out for.

Gary offers some helpful hints for healthcare professionals who might see a patient with undiagnosed MND. Visitors to the dedicated campaign page can learn more about the symptoms of MND, both in medical terms and in the words of people with MND.

The advert is being shown to physiotherapists, ear nose and throat specialists, speech and language therapists, occupational therapists and GPs working within NHS Trusts in targeted geographical areas, via the NHS’s intranet. The Association, along with Purple, is working with a company called Fendix, which is managing the advertising campaign to ensure it is hitting the right audience.

Results from the Association’s Improving MND Care Surveys in the past have shown that people with MND often see a number of health and social care professionals for a variety of symptoms before being referred to a neurologist and receiving a diagnosis. It is hoped the awareness Gary raises will speed up that referral process so people with MND receive a diagnosis and the correct support more quickly.

Early results from the campaign are excellent – on day one the advert received five times more clicks than the average for the channel. Results will continue to be monitored to help shape the continuing use of the advert while offline advertising space in specialist publications is also being considered.

Source: The Motor Neurone Disease Association