About Thyroid Awareness Month
About Thyroid Awareness Month
The American Association of Clinical Endocrinologists (AACE), with support from Abbott Laboratories, is promoting Thyroid Awareness Month in January 2012 for the 18th consecutive year. The goal of the campaign is this – that all people with thyroid dysfunction be properly diagnosed and treated.
The 2012 Thyroid Awareness Campaign includes an aggressive multi-media strategy, innovative marketing approaches, grassroots efforts, and partnerships with other organizations. Also, new in 2012 is the introduction of the blue paisley ribbon as the lasting icon for thyroid awareness.
The objectives for the 2012 Thyroid Awareness campaign include the following:
- To reach 500 million people with the 2012 Thyroid Awareness campaign.
- To increase the understanding of thyroid dysfunction of the people touched by the Thyroid Awareness campaign.
- To increase the number of people diagnosed with thyroid dysfunction through the Thyroid Awareness campaign.
- To establish a lasting brand for the Thyroid Awareness campaign.
The 2012 Thyroid Awareness campaign includes the following Program Elements:
- EmPower Magazine: Publication of 500,000 magazines to be distributed through physician offices and by mail, as requested.
- Thyroid Neck Check™ cards: Publication of 500,000 cards customized with the new brand and icon, to be distributed through physician offices, at health fairs, and by partner organizations.
- Thyroid Awareness website: New website at www.ThyroidAwareness.com.
- AACE Publications: Incorporate the thyroid awareness message into The First Messenger and Endocrine Practice.
- Press Releases: Four (4) press releases will be sent to national media, one each week throughout January.
- National Media Tour: Physician spokesperson(s) will participate in a variety of national media interviews in New York City in January.
- Magazine Desk Side Visits: Physician spokesperson(s) will visit mainstream women’s magazines in New York City to discuss Thyroid Awareness and solicit coverage.
- Matte Release: A pre-written and formatted newspaper article will be distributed to newspapers throughout the country in January.
- Public Service Announcement videos: AACE has produced four (4) videos that will be distributed to television stations, broadcast in Times Square, used on the website, and promoted via social media platforms. Check out the videos here.
- Health Fair participation: AACE will participate in two community health fair(s) with information about the thyroid and an on-site physician to perform neck checks. We’ll be at the NBC4 Health Fair in Washington, DC, on January 14-15, 2012, and at the Charleston Total Health Fair in South Carolina on January 21-22, 2012.
- Survey on www.ThyroidAwareness.com website: This will gather a baseline of data regarding public knowledge that will be valuable as we build the campaign in future years.
- Social Media campaign: AACE and our partner organizations will use Facebook, Twitter, blogs, and other social media opportunities to further communicate the thyroid awareness message.
Contact:
Karen Pan
AACE Public, Media & Industry Relations
(904) 353-7878 ext. 147
kpan@aace.com
