Pathlight Summer 2016 - (Page 8)
Bite-sized bits of information and
resources for the PH community.
Heart2CurePH Ads Making
More People Aware of PH
Thanks to the Heart2CurePH campaign, millions more
people are familiar with pulmonary hypertension and PHA.
That was the goal when PHA created the donated advertising
campaign and debuted it during Pulmonary Hypertension
Awareness Month last November.
What PHA did not expect was that in less than a year,
the ads would generate more than $34.9 million in donated
media within the first six months of the campaign. The free
ads have included TV and radio public service commercial
time as well as space on transit shelters, buses, billboards, in
Times Square and in national magazines.
Heart2CurePH delivers messaging aimed at undiagnosed
PH patients and prospective PHA supporters. The creative
concept, which compares positive heart visuals to a PH
patient's echocardiogram image, incorporates insights from
PHA member patients, caregivers, medical professionals,
board members and donors. Using that input, the creative
team tested a number of concepts with consumers who said
they frequently support medical causes but had little or no
knowledge about PH.
"More than 40 percent of this group of consumers found
the Heart2CurePH concept the strongest," said Kelly
Williams, PHA's VP of Communications and Marketing.
"The message and imagery that our creative team developed
from the concept are also resonating with the people who
decide which nonprofits will get the very limited amount of
donated or unpurchased ad space that's available, which is
few and far between since we're in an election year."
The ads, launched during a four-week, captioned video ad
run airing 1,440 times in Times Square, have appeared more
than 30 thousand times on national and local TV and radio
stations as well as on billboards, transit shelters and in buses
in New York, Philadelphia, Chicago, Dallas, Houston, San
Francisco, San Diego and Los Angeles. Magazine ads, most
of them full-page, have run in The New Yorker, Vanity Fair,
Golf Digest, Fit Pregnancy, Essence and a number of other
major national publications.
Community members are also going to www.PHANews.org/
Heart2CurePH to share the ads via social media with their friends
and family members.
The campaign was made possible with 2015 and 2016
funding totaling $225,000 from Actelion, Bayer and Reata.
PHA is seeking additional funding to keep the campaign
going beyond 2016.
Going Social with PHA
Living with a rare and invisible
illness can be isolating, but social media
platforms create a way to connect
people with the stories that matter.
PHA is bringing more people to the
table by live tweeting from conferences
and events and sharing breaking news
so stakeholders get real time updates.
We find patient voices on Facebook
that pull us closer together and make
our community stronger. And it doesn't
end there! Social media played a huge
role at the 2016 PHA International PH
Conference and Scientific Sessions where
PATHLIGHT // SUMMER 2016
attendees posed in front of a step and
repeat, shared news from sessions,
and talked about their Conference
experiences. PHA also hosted a training
for community members who want to
become social media ambassadors to
create awareness about PH. Together,
we brought Conference to people in the
PH community who couldn't attend.
Looking to join the movement?
Connect at facebook.com/
and on Twitter and Instagram at
Table of Contents for the Digital Edition of Pathlight Summer 2016
Message from the Chair
Message from the SLC Chair
A Day in the Life of a PH Physician
GO PHAR Research
Ask the Expert: Post-PE Monitoring
End-of-Life Conversations: Tough Questions & Important Answers
Conference & Leadership Changes
Advocacy PHact or PHiction? Test Your Knowledge of PH Advocacy
Calendar of Events
Question of the Quarter:
Pathlight Summer 2016