Challenge
Neurofibromatosis type 1 sits at the edge of public awareness in Morocco, and with it, the case for recognising NF1 as a chronic disease (ALD) with more equitable specialist care. AstraZeneca Maroc and the Association Marocaine de Neurofibromatose convened the country's first National NF1 Day to change that.
The event brought together around seventy patients and families alongside healthcare professionals, with three families sharing their testimonies. The campaign had to carry those voices well beyond the room.
Approach
DaBuzz handled the campaign end to end: media invitations, a press release drafted in French and Arabic and pre-approved with AstraZeneca and the AMNF, event photography and videography, and full follow-up monitoring and reporting.
The team produced a long-format awareness podcast with journalist Maha Chraibi, featuring a pediatric neurologist and the AMNF President, and an awareness video pairing a patient testimonial with an HCP reportage featuring pediatric neurologist Dr Imane Chahid. Two national broadcasts were secured: a 2M TV news reportage and a Radio 2M Santé interview in Arabic and French.
Launch choreography
- May 17National NF1 DayPatients, families and HCPs gather in Casablanca
- May 192M TV reportage airsOver two minutes on the daily news bulletin
Results
27 media placements across 12 unique outlets, including 8 online articles and 2 national broadcasts, with the 2M TV reportage running over two minutes on the daily news bulletin on May 19. Sentiment across coverage: 100% positive and on-message.
The podcast and digital campaign drew 140K+ total views, 124K+ of them on Instagram, with 17 social cut-downs extending the story across platforms.