Client: Multiple Sclerosis Association of Kenya (MS Association of Kenya)

Industry: Patient Advocacy, Non-Profit Healthcare

Timeline: Key milestones leveraged from 2018– Present (continuous communication partnership)

Multiple Sclerosis Association of Kenya is a non-profit entity that brings together people affected by Multiple Sclerosis in Kenya. The association is made up of patients, caregivers and indusry stakeholders in healthcare. We have had a long running relationship with the association through the years. Our relationship has resulted in commmmunication support geared toward increasing awareness of the group and the condition, influencing national policy, maintaining stakeholder engagement and providing support to people affected by MS in Kenya.

The Challenges

The Multiple Sclerosis Association of Kenya, a vital patient group supporting those with MS and their caregivers, faced several challenges which required a strategic communication approach:

Low Public Awareness of MS in Kenya

Multiple Sclerosis was poorly understood in Kenya, leaving patients and their families feeling isolated. Many caregivers and patients lacked a dedicated safe space following a stressful diagnosis. There was need to increase awareness of the association and the condition. The target audience was and still is people affected by the condition, the general public and key decision makers in healthcare.

The COVID-19 Threat

In 2020, monthly physical support meetings, the lifeline for many members, became impossible. Given the vulnerable, immunocompromised status of many patients, continuing in-person meetings posed an extreme health risk, threatening to dissolve the critical support network.

High Cost of Medication and Healthcare Support

The biggest challenge for any new MS patient is the high cost of medication. The condition is not only chronic but it is also progressive, meaning without proper care and medication, patients experience worsening symptions. Moreover, Kenya faces a critical shortage of specialists such as neurologists who act as the primary healthcare providers for MS patients. There was an urgent need for advocacy to improve access to healthcare.

The Strategy and Support

We partnered with the association to execute various strategies focused on ensuring continuity of care and escalating the group’s national advocacy presence. Here are some key highlights:

1. Human Centered Video Storytelling
   • Supported the association in curating powerful, human-centered patient journey narratives through video interviews. These stories were screened during the MS Day event in 2018 here in Kenya. Through creative storytelling and human-centered interviews, the association personalized the MS experience, moving the diagnosis from an abstract condition to a relatable struggle.
2. Crisis Mitigation & Digital Transition (2020)
   • Rapidly developed and executed a transition plan to move the association’s critical monthly support hang outs from physical to virtual platforms. We organized and coordinated the very first virtual support group meet-up, establishing a successful blueprint for continued online engagement that protected members during the pandemic.
3. National Advocacy & Lobbying (2021)
   • Provided intensive advocacy coordination for a petition presented to the Senate Health Committee by a member of the Association. The petition sought a waiver of costs for MS medication and inclusion in government’s health insurance plan. Our support involved:
     • Collecting supporting evidence and feedback from the community.
     • Coordinating members and industry partners to attend the presentation for a powerful display of community support.
     • Coordinating presentations and articulating the petition’s “prayers” before the committee
     • Providing support and follow-up information to media partners covering the session.
4. Media Relations
   • Leveraged previous journalistic experience to secure media coverage in tier one publications. This subsequently raised essential public awareness on challenges facing MS patients in Kenya.
5. Future-Proofing Communications (2024)
   • Consulted on a roadmap to increase visibility, strengthen communications functions, and establish a more professional and compelling brand across digital and offline platforms.

Related:

Kenya ponders local manufacture of neural drugs to cut price

The Results

While there is stll a lot that needs to be done, the power of strategic communication is evident. The association continues to provide a safe haven for its members while creating resourceful communication assets those affected my MS can turn to at any point in their journey.

Category

Deliverables

Impact

Community Continuity	Transition from physical to virtual member support meetings.	Continuation of vital psychosocial support during COVID-19, protecting the most vulnerable members.
Policy Change & Advocacy	Coordination and presentation support for Senate Health Committee Petition.	Resulted in multi-stakeholder lobbying, inclusion in the National Council for Persons with Disability list, and critical recommendations to ease the burden of healthcare. Secured mainstream media coverage and ensured the needs of MS patients were formally presented at the highest legislative level for action.
Public Awareness	Placement of print articles in the Daily Nation Assisted in production of video interviews	Successfully educated the public and generated significant mainstream media attention for a low-profile health condition.
Organizational Strength	Communication Strategy Consulting	Established a clear pathway for the association to develop a professional, sustainable communication function for future growth and fundraising.

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