Following the success of the Family Matters campaign in 2021, M+F Health and the Huntington’s Disease Association (HDA) teamed up again in May 2022 to launch #HuntingtonsInMind, a multi-channel communications campaign which shared the mental health insights and experiences of carers, family, and people living with Huntington’s
What the team have been able to achieve with the #HuntingtonsInMind campaign has been pivotal to opening up further conversations about HD. Not only raising awareness of the rare disease, but also the mental health implications of testing, caring, and being diagnosed. Will forever be proud to of been involved in this campaign along with David and Alison!
The new campaign included the development of a Huntington’s in Mind landing page to house three powerful short films about people in the Huntington’s community. Following George Rainsford’s support as a celebrity ambassador for the Family Matters campaign in 2021, he was invited to become a patron of the Huntington’s Disease Association. Our media strategy included engaging with George as a key spokesperson, using case studies to bring stories to life.
The Huntington’s in Mind landing page garnered 5,788 page views with the films achieving over 2,956 views and 191.6 hours in total watch time in the month of May alone. Coverage in national, regional, and specialist media was both extensive and contained message rich contents. We received print and online coverage with an estimated reach of 100.8 million people. Broadcast coverage was also secured on two national daytime television shows, Loose Women and BBC Morning Live, with a total reach of over 2 million opportunities to see.
Furthermore, the social media ads garnered over 387,809 impressions and 9,707 link clicks across all platforms. The #HuntingtonsInMind social media frame had 216 users (a 272.4% increase from 2021) and the #HuntingtonsInMind hashtag reached over 1.8 million people. Finally, the stakeholder support on social media secured a total reach of 4,293,883 people.
To find out more about the campaign, you can visit the Huntington’s in Mind landing page here.