Advertising and Public Relations Graduation Part II Supporting Egyptians with Vitiligo MCOM 471 A

Abstract

Nowadays, people lack knowledge about several diseases in our society, one of the diseases is “Vitiligo”. Where the Egyptian people lack knowledge about the disease in terms of causes, consequences and treatments. Therefore, our campaign will aim to increase awareness about the disease in order to decrease the prejudice acts that Vitiligo patients witness in their life. Our primary research concluded that people in Egypt lack knowledge about Vitiligo; it is reflected in their attitude, where they are afraid to shake hands or to hold anything from their hands, as they think that the disease might be contagious. Our campaign clearly informed the target audience that Vitiligo is not contagious and they cause no harm to any, this is done through informative messages that had been delivered throughout our campaign’s executions. The informative messages helps in educating the target audience where accordingly, it would result in behavior change where this is our campaign’s goal. Moreover, we used various integrated marketing communication tools that effectively reaches the target audience, in where they are located, the objective is to increase awareness among 40% of the youth and young mothers about the causes, consequences and the misperceptions towards Vitiligo patients from 1st of June till 30th of September through IMC activities. Our campaign was entitled “Vitiligo”, as this is the disease’s name, as per our primary research, we concluded that people lack knowledge about the disease’s name, they know that the it is white patches that appears on the skin without knowing the name hence, the campaign was entitled by its name for further education. We hope to influence the youth and young mother in real life, through visualizing the journey of Vitiligo patients in real life which will be posted on social media and billboards. Where we aimed to change peoples’ perception towards Vitiligo and maintain an equal life for them.