This month, patient charity Haemochromatosis UK launches a £300,000 multi-channel TV, press, billboard and radio campaign to raise awareness of genetic haemochromatosis (iron overload), a treatable condition thought to affect tens of thousands of people in Northern Ireland.
Recent research by the charity has revealed that 1in 10 people are at risk locally of genetic haemochromatosis. Untreated, the condition can lead to toxic iron overload, where the body is unable to process excess iron. The condition can cause liver disease, cancer, heart disease, chronic fatigue, diabetes, severe joint pain, sexual health issues, dementia and mental health issues.
This is the first multi-channel public awareness campaign for genetic haemochromatosis anywhere in the UK. It’s thanks to advertising agency boss Stephen Bogan, CEO of Belfast advertising agency Genesis.
“Knowing what I know, the position I am in, I had a moral duty to do something.” Stephen says, after being diagnosed with Haemochromatosis, himself by chance in 2018. Discussing raising awareness, Stephen assures, “people need not be scared of the condition; for many people the solution is so straightforward – giving blood.”
This major new integrated campaign is focussed on raising awareness of the condition and the typical symptoms. “78% of Northern Irish people have never heard of the word,” says Stephen whose award-winning creative team have partnered with Haemochromatosis UK to ‘shift the dial’ with this large-scale public awareness campaign. Describing the misunderstandings about genetic haemochromatosis, Stephen says, “it’s known as a rare condition but that’s a misnomer. From a medical standpoint, this could affect 1 in 10 of us.’
“This campaign is a call to vigilance,” Stephen states. While not wanting to generate fear in raising awareness, Stephen highlights the importance of showing the damage that haemochromatosis causes if untreated. “Often, haemochromatosis is not seen as a health risk by the NHS,” he says, noting the potentially fatal implications of iron overload that are often ignored by medical professionals. “Right now, people are getting damaged. Every day, that toxic iron builds.”
It is hoped the new campaign will not only create awareness among those who have the condition but health professionals too.
Catherine McCombe, 41, from Belfast added: “I'm appalled that four years after my diagnosis, I have yet to have a specialist consultation through the NHS and thus no treatment program has commenced. My physical and mental health has been negatively impacted as a result.”
Ballymena-based Valerie Collins, 69, has also experienced difficulties with NHS care : “Back in 2009 nobody knew anything about it in my GP practice. I took ownership of it myself and have fortunately had an excellent consultant. I have been able to donate my blood from the beginning and regularly get my blood tested to check my levels before my donation. I have done it myself as the importance of my iron levels has never been checked by my GP. I know this would have killed me if I hadn’t taken ownership of my treatment. I have always told people I have it and that they should get checked. I live with it, but at least I am alive.”
The awareness campaign is being supported by a postal home-based screening programme across Northern Ireland, delivered by Haemochromatosis UK.
The charity’s Chief Executive, Neil McClements said: “Early diagnosis saves lives – and every diagnosis starts with public awareness. This campaign is bringing people together to raise awareness of the symptoms of this common, but treatable, genetic condition. We encourage people to request a home testing kit from our website www.IronOverload.org.uk Iron overload is readily treated if diagnosed early, so it’s well worth getting checked out.”
Stephen concurs, saying “people can take control of their health journey and become familiar with haemochromatosis and its symptoms; it might not be you who has it, but from th
For all media enquiries please contact Janet McKay, PR Consultant, on 07968 817514 or email janet@janetmckaypr.com
Notes for editors
1. Founded in 1990 by patients, The Haemochromatosis Society is the only national charity supporting people affected by genetic haemochromatosis. For further details : http://www.ironoverload.org.uk
2. A full range of briefing papers, statistics, logos, image and other media assets is available online here : https://www.haemochromatosis.org.uk/media-kit - campaign assets including TV, social and print awareness materials are downloadable from “06. Northern Ireland Campaign Nov 2023” sub-folder
3. Diagnosed early, haemochromatosis is manageable and not life-limiting. Treatment is simple and cost effective; primarily through regular blood donation. Untreated, the condition can lead to iron overload which can cause a range of illnesses including liver cancer, diabetes, cardiomyopathy, liver disease, chronic fatigue and severe joint pain.
4. For all media enquiries please contact Janet McKay, PR Consultant, on 07968 817514 or email janet@janetmckaypr.com
5. Haemochromatosis UK online
o Website : https://www.ironoverload.org.uk
o Twitter : @IronOverloadUK
o Facebook : https://www.facebook.com/haemochromatosisuk
