Marketing Campaign Report

Awareness Campaign Report

Spinal Muscular Atrophy

Prepared for: Department of Health and Ageing

Submitted: May 2009

Prepared by:

Table of Contents

Executive Summary 4

Introduction 6

Discussion 7

What is SMA? 7

The Environment 7

The Campaign 8

Conclusion 12

Recommendations 13

References 14

Appendices 15

Appendix A 15

Examples of campaign material 15

Bibliography 19

Executive Summary

‘SMA IS THE NUMBER 1 GENETIC KILLER OF CHILDREN UNDER 2 YEARS OF AGE!’ (SMAAA).

This is more than likely a statement you have never heard before. Hence the aim of this report is to examine how to raise the level of awareness of Spinal Muscular Atrophy (SMA) amongst Australians, particularly those who are, or will, have a baby.

The methods used to obtain information about the topic was through analysis of other awareness days, previous successful work the SMA association has completed, surveys, and research of literature pertaining to the topic.

As a result of this research it has been found that various forms of communication to the general public (targeting those who are pregnant or who are likely to fall pregnant) will raise the level of awareness. This can be achieved through various mediums, such as commercial advertisements, Facebook, and fact sheets at local health services (to name a few), with each medium reaching a diverse range of people. The slogan “What are you carrying?” will assist with understanding and the attitude forming process. Also, an awareness day in the closing stages of the promotional campaign.

However, to do this involves a cost, and money is not something a not for profit organisation has a lot of. This is where sponsorship, government funding and innovativeness become involved. Targeting businesses whose objectives are in line with that of the SMA association, who need to improve their corporate social responsibility and, specific government grants will ensure a positive response.

Engaging the media...