New website launched to encourage people to Take Iron Seriously

As part of raising awareness for iron deficiency and iron deficiency anemia, we are excited to announce the launch of our new website Takeironseriously.com.

What is available in Takeironseriously.com?

Our new website is a central hub consolidating all the information from irondeficiency.com and irondeficiencyday.com to a one-stop shop for people to get iron-informed!

Up to date information on iron deficiency and iron deficiency anaemia within Women’s Health, Chronic Heart Failure, Inflammatory Bowel Disease and Chronic Kidney Disease is available in an easy-to-share format. As well as patient testimonials, a hub for social media sharing and our new Iron Deficiency Day campaign.

What is the new Iron Deficiency disease awareness campaign?

The new Iron Deficiency Day campaign for 2020, has been updated to be modern, professional and aligned to Vifor Pharma’s growth and ambitious targets.

By placing the campaign communications/symptoms directly on ‘real’ people we are able to reduce the existing barriers between patients and the former symptom characters. We have created a set of ‘Take Iron Seriously’ key visuals representing a truly global group of patients allowing people around the world to identify with each person.

They will be used for “always on” communication, driving awareness of iron deficiency and iron deficiency anaemia, to ensure that everyone can “Take Iron Seriously” everyday of the year, not only on Iron Deficiency Day, 26 November.

A truly global campaign representing all cultures and ages, which will allow all our affiliate and partner markets to activate the campaign in a pragmatic, cost effective and consistent manner.

Background

The Iron Deficiency Day campaign was launched in 2015 and as of 2019 has been established in 25 countries. This has been achieved through a cohesive cross-channel approach, which is designed to extend the reach of the campaign and target key audience groups.

Building on previous successes, our objective remains the same for the 2020 campaign:

  • To raise awareness of the symptoms and impact of iron deficiency and iron deficiency anaemia
  • Encourage the at-risk population to seek help


Why is raising awareness important

Iron deficiency and iron deficiency anaemia is estimated to affect up to one third of the global population worldwide1, yet despite the serious consequences and high prevalence of iron deficiency2, it is still an under-recognized condition.

Iron deficiency is a comorbidity affecting many patients who suffer from chronic kidney disease, heart failure, and inflammatory bowel disease (among others). It is also a complication affecting patients in preoperative and perioperative situations, as well as pre-menopausal women, including women affected by heavy menstrual bleeding and in peri-partum. Iron deficiency can have a significant impact on these patient populations and is often associated with debilitating symptoms affecting quality of life.