What I learned creating an awareness and fundraising campaign

Fibromyalgia affects both men and women and causes debilitating physical and emotional pain for decades before it’s detected.

Katty Yoncón
Year: 2019

Navigation

  • Introduction
  • Stategy
  • Results
  • Lessons learned

"Maybe you're just lazy", "It's all in your head"

Fibromyalgia affects both men and women and causes debilitating physical and emotional pain for decades before it’s detected. Many people face ridicule and phrases such as:

  • You’re just exaggerating
  • Stop being lazy
  • It’s not an actual disease, just another made-up scam
  • Maybe you’re just crazy

This campaign aimed to give a voice to the estimated +831,000 people in Ecuador who may be suffering, and break the stigma associated with the pain, showing the realities of fibromyalgia and how to overcome common challenges.

Funding Strategy​

In order to fund the event, we used sponsors and recommended a space distribution for local vendors and medical professionals. Each sponsor was free to use their stand if they had one. The only limit was to maintain a 2×2 meter occupancy.

We also sold magnesium supplements on entry to cover the costs of rental equipments. 

Social media became our motor-house, as Katty Yoncón (a local influencer) shared her experience suffering from the disease and inviting participants thru Facebook and Instagram.

Results​

Many in the audience looked for support from their spouse (and tried to get them to understand), while others were looking to learn more about the disease and how it impacts a loved one.
 
The conference also served as a voice for patients and a temporary support group, where many in the audience expressed themselves openly without shame or ridicule. Around 320 people assisted the conference, exceeding expectations and prompting local support from the municipality of Guayaquil.

Lessons Learned​

When I originally started this project, I did not assume the interest would be so large. It’s misunderstood disease that covers every aspect of your body, from joint/bone pains to migraines and colitis.

From a design/campaign perspective, we learned:

  • Women invited their husbands so they understood their pain. Solidarity and empathy were their primary concern.
  • Men were more willing to listen to the medical professional, who detailed how to prevent flare-ups, and purchased more medicine/consults from the vendors once they had clarity on the matter. 
  • Receiving local sponsorship from the municipality gave credibility to our cause.
  • Videos were the most active form of conversion and decision-making across Facebook and Instagram.
  • People want to feel understood and relatable thru testimonials and sharing of experiences.

Related projects