Cow’s milk allergy (CMA) is one of the most common infant food allergies. Our brief was to drive awareness among parents and GPs about CMA symptoms, supporting the journey to diagnosis, via an educational website.
ROAD hosted an advisory board meeting with key opinion leaders to discuss current challenges regarding diagnosis of CMA, and partnered with leading charity, Allergy UK. Research was commissioned among parents with a diagnosed child and GPs, highlighting the emotional impact of delayed diagnosis on parents and the disparity between what GPs and parents thought was an acceptable journey to successful outcome.
TV actress, Jennifer Ellison shared her experience of her son’s CMA journey through print, radio, video and a series of web chats, all produced by ROAD.
ROAD facilitated a direct to consumer web chat on the Mother & Baby magazine Facebook page with Jennifer Ellison and media dietician, Sasha Watkins. The web chat had a high level of engagement with a total reach of more than 51.5k mothers.
UK Marketing Manager at Mead Johnson Nutrition: “Following the campaign, we’ve seen an increase in awareness about CMA among parents and HCPs, which is hugely positive. Our sales team has reported an increase in prescriptions of our specialist formula for babies with CMA, and therefore a rise in consultations. The impact has been far-reaching among our stakeholders.”
The campaign generated 80 pieces coverage, including 10 national newspapers and 20 in mother and baby press, resulting in more than 177 million opportunities to see.
During the 5-month PR launch period, the campaign website had 67k, of this traffic, 76% were new visitors.