Trillium rebranded the Cystic Fibrosis Foundation’s patient assistance services to increase awareness of this underutilized resource and establish the Foundation as both leading the search for a cure and helping the CF community live better today.
We examined existing Foundation research and then conducted stakeholder interviews and focus groups to learn more. We recommended bringing the Foundation’s various services together with a new name and a new look. We would focus on patient needs rather than internal programs and deliver a clear call to action. CF Foundation Compass was born.
We led a collaborative process involving headquarters, chapters, care centers, and patients/families in the development of Compass to increase the acceptance, promotion, and use of this service. Compass rolled out and launched in tightly coordinated phases. Trillium planned preview sessions and trainings and developed a brand essence video; web and social outreach; informational materials such as referral cards, posters, and brochures; and promotional materials such as branded pens, pillboxes, magnets, and temporary tattoos.
The CF community has received the new brand enthusiastically and is joining in to spread the word. Patient assistance cases handled by Foundation each day have nearly quintupled. Trillium continues to support the growing Compass program.
In 2017, this campaign won two Silver Anvil Awards from the Public Relations Society of America.