NORD: A Beautiful and Rare Chance (National Organization for Rare Disorders and Elevate Healthcare)
Until the early ’80s, patients and families living with rare diseases had to cope with daunting medical and financial issues on their own, with few resources to guide them and little hope of support for their conditions. Eventually, leaders of several rare disease patient organizations formed a coalition that became NORD, the National Organization for Rare Disorders—and a leading voice for the needs of the rare disease community.
Now with the growth of individual rare disease patient advocacy organizations, NORD needed to re-establish itself as the leading representative of the whole community while also setting a strategic course for the next five to 10 years.
Elevate helped NORD develop a campaign that emphasized their mission to improve the health and well-being of people with rare diseases by driving advances in care, research, and policy. The goal was to reignite the sense of inspiration, inclusiveness, and promise represented by NORD, reinforcing their meaningful and authentic commitment to uniting the entire community versus advocating for patients in just one disorder.
The objective was to build a campaign communicating that collectively we have a beautiful and rare chance to achieve even greater things for the patients and families living with the impact of rare disease. That campaign is at the heart of a newly refocused NORD communications initiative; and the redesigned NORD site, rarediseases.com, is it’s central hub. The new campaign and site have not only been driving major, significant increases in engagement, site activity, and SEO since the campaign/site launch, it has been empowering deeper connections, accelerated progress, and enhanced advocacy in the community.
