Case Studies

Tackling Issues Head-On: Side-Effects in Context

Challenge: To announce the PBS listing of a treatment for Parkinson’s disease while ensuring the therapy’s unique – and highly newsworthy – side-effect profile did not become the focus of media attention.
Strategy: Positively engage sufferers and third-party opinion leaders to tell their individual Parkinson’s stories while proactively communicating and putting into perspective the side-effects of this class of medication within context of the condition.
Result: Limited media interest in the treatment’s side-effect profile and, where reported, reported within context of the condition. Extensive print, radio, online and television coverage raised awareness of the condition as well as the availability of treatment options for sufferers.