PARE0034 PUTTING A FACE TO RHEUMATISM: MULTICHANNEL AWARENESS CAMPAIGN FOR RHEUMATIC DISEASES
Authors: E. Rösch
Journal: Annals of the Rheumatic Diseases (2020)

Background: Although one in four Europeans are affected by rheumatism, the various disease patterns and the consequences for patients are still largely unknown to the general public. Furthermore, it is still widely believed that rheumatism affects only older people. Patients often cite the lack of comprehension of rheumatic diseases as a major hurdle in their daily private and professional lives (1). Therefore, it is imperative to find effective means for providing essential information to patients about the disease and improving their quality of life by raising awareness among the general public. One strategy for reaching this goal was implemented in 2018, when the Swiss League against Rheumatism (SLR) founded a patient council consisting of around ten members affected by rheumatic diseases. The council members advise the SLR on the specific needs and wishes of rheumatic patients. Most members are open to sharing their experiences with the disease with the interested public. Objectives: The overall goal of our campaign is to raise awareness for rheumatic diseases among the general public. By showcasing patients and their struggles, rheumatism is made tangible to the general public and prejudices and barriers are reduced. The campaign focuses especially on the fact that rheumatism also affects young people. Additionally, the work carried out by the SLR and its services for patients are to be publicised among patients and in their environment. The campaign was aimed at the following target groups: patients, patients’ families, health professionals, multipliers and the general public. Methods: In order to put a specific face to rheumatism and to show that anyone, even young people, can be affected by a rheumatic disease, the SLR asked the members of the patient council to share their story for a multichannel outreach campaign. By the end of 2019 portraits had been taken and, in close collaboration with each council member, concise statements had been chosen in order to illustrate what patients struggle. The main focus was to give patients a voice and to showcase their struggles both in mainstream media such as local newspapers and on social media channels. The combination of pictures of apparently healthy people with a quote about their struggle with rheumatism creates an unexpected discrepancy in the reader’s mind. Starting in 2020 the ads were distributed in several formats to editorial offices (tabloid press, local newspapers, specialist media) across Switzerland, asking the editors to publish them for free (as filler ads, when ads cannot be sold). The campaign was launched simultaneously on our social media channels and linked with existing content on our website. Results: The first ads have already been placed and the analysis of their impact is currently being evaluated. We are still in the process of distributing our ads to an even broader audience. We expect to see a rise in media coverage and the number of free ads as well as an increased number of visitors on our website and social media channels. At a qualitative level we have received very positive feedback from our patient council, patients, and health professionals as well as journalists. Conclusion: Featuring authentic patients and telling their stories facilitates media activities and aids in removing the barriers surrounding rheumatism. It helps to dispel misconceptions surrounding the topic, especially the notion that only people aged 60 and over are affected by rheumatism. References: [1]Rousselot, A. &amp; Fröhlich-Rüfenacht, S. (2012). Was erleben Menschen mit einer chronischen körperlichen Krankheit? Eine Studie zur Sensibilisierung für Anliegen von Menschen, die an HIV, MS, Krebs oder Rheuma erkrankt sind. Unpublished master’s thesis at the Zurich University of Applied Sciences (ZHAW). “My struggle is not just against pain and limitations, but also for acceptance.” Sarah, 31 years old “I’m young and live with rheumatism. Many people find that hard to believe.” Isabella, 20 years old Disclosure of Interests: None declared