Funny Name, Serious Condition - Northern Ireland Awareness Campaign

Haemochromatosis UK

We launched "Funny Word, Serious Condition" in Northern Ireland in 2023 as a multi-channel TV, press, billboard and radio campaign to raise awareness of genetic haemochromatosis (GH) also known as iron overload, in partnership with local advertising agency, Genesis and housebuilder Hagan Homes. This was in response to our research finding 1 in 10 people were are risk due to underlying genetics. This major integrated campaign (the largest ever for Haemochromatosis) ran during November 2023 on TV, radio, in regional press and on social media across Northern Ireland. Billboards introducing the public to the condition were at shopping centres, at outdoor sites across Belfast & Derry-Londonderry, Belfast City Airport and on local bus routes. The campaign was valued at £300k.