Idiopathic Pulmonary Fibrosis (IPF) PR Campaign

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Idiopathic Pulmonary Fibrosis (IPF) PR Campaign Free Essay


Idiopathic Pulmonary Fibrosis (IPF) PR campaign is the act intended to develop awareness among people regarding the dangers associated with this ailment and ways of averting it. Due to the fact that the majority do not know about Idiopathic pulmonary fibrosis (IPF), it was decided to launch an integrated PR campaign to inform vulnerable groups. The campaign will last a few months aiming to support the mechanisms which can discover the causes and eradicate the syndromes (Marshall & Zamir, 2016). The campaign will be based on the systematic research and specific objectives. It will target the public through various means, such as messaging services and media. After the campaign, communities will be aware of this chronic disease and the resultant issues concerning the affected people who should make important decisions about their conditions (Bernays, 2015). While working with the public, the experts will adopt various means to educate our audience. For instance, experienced trainees will meet people in order to give informative presentations and definitive answers to their problems. Visual materials will be also available for those who want to learn more and receive future references. The main task of the campaign is to reach those who will not be able to join the discussions because of fear, indifference, or despair.


Situational Analysis

IPF campaign should last for two months. This program will first begin with equipping the trainees with the requisite knowledge and skills to run a successful campaign. The trainees will learn about the prevalence of Idiopathic Pulmonary Fibrosis and the consequences associated with it (Center, 2014). After they become well-prepared, the campaign will start in the areas with the most severe conditions. It means that there will be a thorough census conducted within those targeted areas to ensure that the rating in terms of the degree of prevalence is done appropriately (Michaelson & Stacks, 2014). There is a high possibility of external forces that will determine the rate at which the campaign will be conducted. If the areas are remote and the distance is huge, the  mobility of the campaign group will be limited as they might not be able to access all the places during two months. Another factor which can influence the success of the campaign is the lack of personal desire to share the history of disease with others (Films Media Group & Teletime Video, Inc, 2016). The trainers might encounter problems in highly traditional communities which might not allow to spread useful information as well as to make definite diagnosis among the targeted people.     

PR Objectives

Obviously, the campaign aims to help people to understand the threats of the disease. Thus, the main objectives are:

  • To ensure that everyone living with Idiopathic Pulmonary Fibrosis learns about their diagnosis in time; to provide the best possible care and support from the health systems across the targeted areas as well as the entire world.
  • To create both national and international network for people who volunteer to work under our guidance to support patients of Idiopathic Pulmonary Fibrosis; to create a map of midpoints to diagnose and treat IPF; to raise awareness in form of preparatory training; to offer support and tools to the patients and their families while promoting social awareness and raising sensitivity towards smoking (Sheehan & Xavier, 2014).

PR Strategy

(a) Target Publics

The main strategy of the campaign is to reach the communities where IPF prevails (Daymon & Demetrious, 2014). Comprehensive information will be gathered by professional teams in order to spread it via several communication channels available in the country. Since many people have profiles in social media, such as Facebook, Twitter, and Instagram, it is also vital to post relevant information on all the social media platforms (Gregory, 2015). Apart from that, the cooperation with media houses, such as radio and television stations, will be established to make information available to everyone, regardless of their age, sex, origin, or status. To convey the messages on IPF effectively, the managers will also post the data, including the program and pictures from the campaign, on the British Lung Foundation website (Wilson & Ogden, 2015). This will ensure that all the people who work online or those who can access the Internet as an alternative media platform will extract the required information there.   

(b) PR Messaging Strategy

Key Messages

During the campaigns, the trainers will have to describe how Idiopathic Pulmonary Fibrosis can scar the lung tissue thereby lowering the efficiency of the victim’s breathing. This information will be visualized. The public will learn how fibrosis damages the airways with the real example from life, motion and still pictures (Rogers, 2015). The still pictures will have been drawn on the charts while motion pictures will have been saved on compact disks, USB devices. It will make the presentations more interactive and allow people to copy the information. Thus, one of the key messages of the campaign is to explain how the disease influences the organs

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Moreover, it is vitally important to mention why IPF is considered to be a progressive condition which usually deteriorates over time and leads to death. The public should understand the fact that this ailment worsens gradually at the pace that the victim may not notice in time (Sheehan & Xavier, 2014). The objective is to describe and explain typical symptoms and methods to treat them. Furthermore, people should learn how to prevent the fatal disease.

Since 6,000 people are diagnosed with Idiopathic Pulmonary Fibrosis every year in the UK, the trainers will have to explain that the conditions can deteriorate unless people start valuing their health and report their problems timely (Samuel, 2016). Unfortunately, IPF is spreading at a high pace. Thus, people have to take necessary precautions to ensure they fight its agents.

It is essential that the public comprehends that IPF can affect people of all ages, even if around 85% of diagnoses relate to people over seventy (Starr & Dunsford, 2014). This means that everyone is vulnerable. Consequently, healthcare practitioners should focus on the ways how to combat the spread of disease (Smith, 2014). The public should understand that this condition is also contagious.

Finally, the campaign aims to assure people that they can receive support during the recovery. They should not be afraid or feel ashamed of the suffering they experience (O'Callaghan & Edward Elgar Publishing, 2016). Unfortunately, many of them may encounter mental problems, especially if they believe that there is little or no support.  

(c) PR Strategy

British Lung Foundation has established the requisite strategy that focuses on the results. The public relations team should organize all the expenses and develop important relations to ensure the success of the campaign (Singleton, 2014). The trainers will ensure that the campaign is followed by a thorough evaluation process. It will help to define whether the participants consider the received information to valuable or not (Waters, 2015). As a result, the facilitators will have to be creative in order to receive feedback from the public about the outcomes of the campaign.  

PR Campaign

During this campaign, the team might occasionally take a break from the presentations in order to have fun and refresh minds. Similarly, it is essential to organize fun activities that will fully involve everyone, even if they do not participate. It will show how people react to new information and facts and whether they are ready to solve the problem (Coombs & Holladay, 2014). For example, our first activities will entail something very simple called blowing of soap bubbles. It will show that for an IPF patient, it is likely to be a very difficult activity while normal patients may find it easy. Therefore, the main aim of this campaign is to raise awareness on the importance of lung fitness.

On the other hand, we hope to invite music bands for the campaign. Undoubtedly, music can lift the souls and make the participants proud of everything they have in life. Moreover, it can inspire the patients with IPF to live their lives the best way they can (Louis, 2016). Before launching the campaign, we can also organize a choir that will practice tirelessly to sing in front of the audience (Gregory, 2015). Furthermore, the songs will reveal the topic of the campaign and the prevalence of IPF in the contemporary society.

The campaign should not only inform, but it should also encourage people to communicate and share their thoughts with others (Moore, 2014). The media might motivate people to check information and follow news reports about campaign events and the issues in the public domain (Lloyd & Toogood, 2015). This strategy will contribute to the understanding that the problem is not fictional and people should care more about the ways to reduce its negative influence on health.

According to this Gantt chart, (1) red is the critical path, (2) black lines are closely connected to the activities that are non-critical, (3) Saturday and Sunday are free and, therefore, are excluded from the schedule of Idiopathic Pulmonary Fibrosis (IPF) PR campaign. Certain bars are longer because they reach the weekend.

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Some people affected with IPF may not be able to access any form of medical treatment due to their financial constrains or other issues (Tench & Yeomans, 2013). As a result of this situation, the campaign will be evaluated whether the attempt to develop awareness can offer support for the most vulnerable. The facilitators expect a few supporters to join the campaign to help increase the scope of understanding among people who will be in the campaign (Harmon, 2014). They will also help in the training process of those affected with IPF. The patients will understand how to follow the prescriptions and how to reach the doctors in the case of any emergency (Austin & Pinkleton, 2015). Finally, the facilitators will distribute free medicine and tools needed to maintain healthy conditions. The instructions will be also provided.


The budget for the campaign is not supposed to exceed £20k. This sum covers the production of all the events expected to happen during the campaign and includes contingency money kept for the emergency and other financial obligations. The fee will also include possible markup, the amount of money usually added the price for profit, and purchase of the items, which are referenced for facilitation. Nonetheless, the cost for inviting a celebrity will not be catered by this amount because it might violate the vision of the campaign to organize informative events firstly.  

Evaluation Strategy with KPI

Taking into consideration that fact that the campaign will last for two months, the activities should be thoroughly assessed according to Key Performance Indicators (KPI), particularly due to the reaction, learning, and behavior. The participants, both the members of the teams and guests, will have to fill a questionnaire created to examine the reaction to the campaign. 

Reaction. Trainers will generally observe the attitude of trainees towards the facilitation of the campaign program. The facilitators will be able to learn the trainees’ feelings about the training. They should discover whether they think it was worth attending or not. Due to this requirement, the trainees will be expected to emphatically delineate what they learn during this experience. This information will become clear from their comments after filling in the questionnaires prepared by the facilitators.

Learning. To understand whether the audience has learnt something, the facilitators of the post-campaign evaluation plan will assess the manner in which trainees identify the proper ways of handling the patients and other victims of Idiopathic Pulmonary Fibrosis. They should also examine the potential side effects of the envisaged therapeutic measures administered to them.

Behavior. The facilitators of the post-campaign evaluation plan will compare the initial behavior of trainees and their perceptions after the involvement in the training. The influence that the training will have on their knowledge will be evident from their attitude and actions. If trainees’ expertise improves, it is anticipated that most of them will immediately begin implementing the knowledge and skills they have acquired from the PR campaign.

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