 Objective
The formation of the Cancer Drugs Fund in April 2011 meant that cancer patients living in England had ready access to approximately 40 life-extending drugs that patients in the rest of the UK did not. In the coming years both Scotland and Wales introduced new drug approval processes to improve access to these drugs, leaving Northern Ireland lagging behind.
Following years of lobbying the NI Assembly to obtain better access with no commitment to improvement, Stratagem was recruited by Cancer Focus NI to bring professional public affairs input to the issue.
The Equal Access campaign launched in June 2014. At its core was raising awareness of the inequity to drugs among the Northern Ireland public. To that end, the campaign was aimed at mobilising the public to lobby their political representatives directly by email, via the use of Stratagem’s online campaigning tool ‘iCampaigner’. The campaign asks were compelling and authentic, patients voices were utilised where possible as campaign spokespersons and advocates, alongside a very focused and grounded Charity Chief Executive –in propelling the messages in the media, and to elected representatives.
Equal Access was about highlighting inequity; it was also highly emotive, demanding improved access to drugs that could extend the lives of local cancer patients, and improve their quality of life and ease symptoms.
Strategy
 Typically only clinicians and advanced stage cancer patients directly affected by this inequality were aware of the disparity between NI and the rest of the UK.
A change of practice in the system could only happen by:
1. Creating awareness among the general public of the inequality issue;
2. Engaging and motivating the general public & political stakeholders to support the change required.
The key target audiences were identified as members of NI public, local political representatives and the media. An integrated PR and public affairs campaign was developed and executed by Stratagem and Cancer Focus NI, used the twin track approach to encourage the NI Assembly to take forward legislative change. Cancer Focus NI took the lead on the PR side, while Stratagem provided high level strategic support on the political side.
The campaign identified the following key messages:
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It is wrong that nearly 40 cancer drugs available to patients in the rest of the UK are not readily available to patients in Northern Ireland.
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The current NI drugs approval process is flawed and the unfair ‘biological exceptionality’ clause, that denies 95% of cancer patients access to new drugs, should be scrapped immediately.
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Northern Ireland should not be left further behind in accessing life extending drugs following recent improvements in Scotland and Wales.
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Funding should be put in place to give Equal Access to cancer drugs in NI without further delay.
Method deployed
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The first steps taken were to secure the support of 15 other charities and leading cancer clinicians, lending significant weight to the campaign and underlining the need for change.
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The use of a number of personal stories shared by advanced stage cancer patients significantly helped the campaign resonate more loudly with the public, political stakeholders and media. An advocate for the campaign, Vera Saunderson (72) said, “I live in constant pain and access to one of these drugs could give me a new lease of life. It might be too late for me, but it’s not for many, many others. I want to help Cancer Focus NI change things for them.”
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An innovative online petition website (Stratagem’s iCampaigner) was developed (www.equalaccessni.org) detailing the campaign aim and allowing users to easily pledge their support. A petition postcard was also developed. These pledges were delivered directly to MLAs’ inboxes / mailboxes prompting them to support the campaign and put the issue squarely on the political agenda.
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A unique campaign identity was developed (#EqualAccessNI).
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Private meetings were held with the Health Minister and various MLAs.
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A media partnership was developed with the Daily Mirror NI that offered approximately 10 double page spreads of editoral content over the course of the three month campaign keeping the issue current and a petition postcard insert distributed to its 60,000 readers.
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All newsdesks were kept abreast of the campaign. The Daily Mirror NI, Belfast Telegraph and BBC NI and BBC Radio Ulster reported regularly on campaign updates.
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A proactive Twitter campaign was delivered proving an effective and valuable tool in engaging with both the general public and policital representatives directing them to sign the online petition. Influencers including presenter Christine Bleakley, Apprentice star Dr Leah Totten and boxer Paddy Barnes were targeted for support with great success.
 Outcomes
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26,000 pledges (20,000 online and 6,000 postcards) were secured over the campaign period.
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Media coverage included 95 print articles (including 34 articles in the daily papers) and 19 broadcast interviews. This included a one hour BBC Spotlight documentary focusing on the Equal Access issue, a mention of the campaign handover on BBC’s NationalThe One Show, and two separate debates on the Stephen Nolan radio show.
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Through digital activity and promotion, the hashtag #EqualAccessNI reached 824,805 twitter accounts in the first week of the campaign.
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MLAs responded to one of the biggest campaigns ever in Northern Ireland, by tabling Assembly questions, starting Assembly debates and issuing press releases, while over 40 MLAs attended the campaign handover at Stormont at the start of October.
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The NI Assembly Health Committee called for an evidence session with the Department of Health and the Association of British Pharmaceutical Industry (ABPI) to investigate why a UK wide deal between Government and the pharmaceutical industry isn’t delivering Equal Access to cancer drugs in NI.
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As a result of concerted campaigning the NI Health Minister announced a review of the current drug approval process. The review results conceded that the current system did not work and five recommendations were put forward. A series of public consultations across NI took place in April 21015 to discuss the recommendations and how they might improve access to these drugs.
On 8th December 2015, Health Minister Simon Hamilton announced an end to the problematic IFR mechanism, and gave a commitment to give increased access to specialist drugs to be funded from within the Health and Social Care budget –meaning the Campaign was ultimately successful in achieving its goal.
Relation to objectives
Awareness of the Equal Access issue rocketed in Northern Ireland and beyond. The NI Assembly were pushed to review the current drugs approval system. There was public recognition that the current system did not work and a commitment to change the process. A commitment to give enhanced access to drugs has been secured.
Creativity / originality
Stratagem’s ‘i Campaigner’ online campaigning tool connected the public directly with key decisionmakers/influencers; The Health Minister responded in kind, using Twitter to acknowledge the issues being raised via the campaign.
 People
Team members from Cancer Focus NI staff include Roisin Foster, Chief Execuitve, Louise Carey, Communications & Marketing Manager and Marie Foy, Communications Officer. Team members from Stratagem included: Tristen Kelso, Public Affairs Consultant, Clare Flynn, Senior Public Affairs Consultant and Judith McGimpsey, Public Affairs Analyst from Stratagem, Northern Ireland’s leading Government Relations and Public Affairs Consultancy.
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