http://strokefoundation.com.au/fight-stroke/fight-stroke-media/
BARELY 24 hours after the launch of the National Stroke Foundation's new mass media campaign, the conversations about our television advertisement began. Some people were offended - the image of a hammer obliterating a brain to depict the effects of stroke is not easy to confront. But people are remembering it. And they are talking about it.
It was our explicit intention to make a noise with this campaign. We are calling it 'Fight Stroke'. Why? Because stroke is the second-biggest cause of death in Australia and a major cause of disability, and yet too few people even know what it is.
The Fight Stroke campaign includes confronting television, radio and billboard advertisements and a website where we aim to recruit thousands of people to join us in the fight. Due to their 'M' rating the television advertisements will only air after 8.30pm. But as a stroke survivor who was asked if she thought the campaign too graphic said: ''Of course not. Stroke is graphic.''
We tested the advertisement extensively with stroke survivors and carers as well as the public. Overwhelmingly, the response was positive. We pushed ahead, knowing it would create controversy and we are delighted it has. Not because we are interested in notoriety for notoriety's sake. Not because we want to offend or insult, but because people must talk about stroke and then care about it.
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Take a sample of comments on social media as well as calls
and emails to our organisation and they represent as much praise as
criticism:''This ad really does send a strong and serious message, it made me stop and really listen. Being a stroke survivor myself, this message really hits home.''
''I do understand the point you are trying to make but is making me burst into tears the kind of reaction you wish to achieve?''
''That ad … made me think about Hannibal Lecter … Completely inappropriate for parents or loved ones of stroke sufferers …''
Every 10 minutes in Australia someone has a stroke. One in six people will have a stroke in their lifetime. Stroke can kill in an instant, or leave the survivor with devastating disability - independent one moment, disabled and dependent the next. But stroke can be prevented and treated. Most of the prevention messages are general healthy lifestyle messages: know your blood pressure and keep it in a healthy range; don't smoke; exercise regularly; keep a healthy weight; limit alcohol intake.
Importantly, everyone must learn to recognise the signs of stroke, because the sooner you get to hospital the better your chances of avoiding death and severe disability. Learn the signs by learning the simple FAST acronym: Face - has their face drooped? Arms - can they lift both? Speech - is it slurred? Time - call an ambulance immediately. Do not delay.
It is fair to ask whether our new campaign is excessive. Shock public health warnings are a legitimate strategy, although not to everyone's liking. We accept that. But when will we get the message across that stroke deserves your attention and the attention of policy makers, governments and the health system?
I offer one more example of correspondence in the past week, from a stroke survivor:
''We need to get the word out there that stroke is a huge problem. Stroke is a devastating thing to happen to anyone of any age. Yes, cancer is a killer and we should do all we can to try to cure it, but what about stroke? Over the years personally I have looked to the heavens screaming I wished my stroke had taken my life rather than the disabilities it left me to live with … I'm 100 per cent sure that if I was better aware of stroke and the importance of seeking medical help ASAP my disabilities would be a lot less, if not zero.''
The campaign isn't just a TV advertisement. It is a call to action to sign up to join the fight against stroke. The Fight Stroke website, launched with the advertising campaign, is an opportunity for people to sign up to a community that thinks stroke is important. Personally, I don't believe anything we do to raise the profile of stroke and reduce suffering is objectionable. Not to do so, however, would be unconscionable.
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