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MCB: Effective campaigning
18.12.2025The Workshop on Effective campaigning , part of EMSP’s Membership Capacity Building Programme, was held in 2022. It brought together representatives from various EMSP member organisations to share experiences and best practices. In this article, you can explore the main outcomes of the workshop.
The objectives of the sessions were:
- Sharing insights and ideas across the network
- Improving and maximising coordination across member organisations
- Developing policy messages and campaign objectives
- Setting the way forward for mapping political targets and setting realistic objectives to influence European Parliament and national elections
To kick of the discussion, EMSP provided an overview of the Barometer from 2009 to the most recent publication in 2020. Particular successes in MS care were noted in the number of jurisdictions reimbursing drugs (increase of 7 – 14) and medical guidance for MS across
various member states. Although the Barometer primarily focuses on gaps in care and policy, the ability to track and measure change over a period of time is a very useful tool and essential in planning future priorities and campaigns.
1) Case Studies – Learnings and Insights
Jimmy Smyth – MD JKS Communications – discussed a number of successful national and pan European campaigns with common elements (simple concepts, clear messages and campaign asks). The case studies (all included in the presentation) ranged from the European Year for People with Disabilities to reimbursement for CF drug Orkambi.
Key outcomes ranged from:
- Increase in public awareness
- Statutory funding- additional clinical nurses and improvements in the patient journey
- National strategies
- Voice at Cabinet table + senior officials/ambassadors
- Transformative policy change – funded, with review mechanisms
- Reimbursement for key drugs and therapies
Many of the successful campaigns used easily identifiable symbols and slogans i.e. purple roses, umbrellas, Think Ability Slogan
2) Model of Care and Patient Pathways
This section highlights key learnings from several advocacy and awareness campaigns – from some EMSP members – focused on improving care and patient pathways in MS. The examples shared demonstrate how well-designed campaigns can raise awareness, influence policy decisions, and improve access to treatment.
Effective approaches included the use of clear and engaging communication tools, such as visual storytelling and testimonials, combined with strategic use of media and digital channels to reach a wide audience. Creating recognisable campaign elements -characters with names and personality -helped ensure continuity and long-term impact.
Some organisations have had positive results when promoting a specific campaign by mobilising patients, engaging media ambassadors and directly lobbying decision-makers at a national or European level, depending on the campaign.
Campaigns involving key decision makers from high-level healthcare institutes, who sometimes make recommendations to the Department of Health on key policy issues, can also help lead to success.
Overall, these examples offer transferable insights for patient organisations seeking to improve access to care and shape patient pathways through strategic awareness and advocacy initiatives.
3) Breakout sessions
During this session participants were asked to outline key challenges in their jurisdictions with a view to prioritising 2/3 common issues across the group. During a wide ranging discussion participants raised the following:
- Economics/Cost of living of MS as reflected in the Kobelt paper and the Irish MS
Societies – working with industry sponsors/pharma was raised in this context (both
documents are shared alongside this report for reference) - Future proofing needs based on demographic trends – numbers of dedicated nurses,
neurologists etc - Full participation in civic society and employment
- Ongoing public awareness programmes
- Patients need to be at the centre of the decision making process
- Need to run more pan-European campaigns and share information
- More representation at the EU parliament
- Leverage membership of similar bodies such as RIMS
During the discussion, rehabilitation and reimbursement were key issues/prioritises common to all organisations. Some draft wording for political asks was discussed on Rehabilitation and Access and reimbursement to treatment and drugs. Messages are described below but are also shared in the format of a pledge card that will allow participants further discussion within their organisation to tailor and use it.
Rehabilitation: Timely access to specialist treatment through all stages of life with MS. Treatment through medical referral, with ongoing patient supports and oversight → Supporting messages – equitable access to all based on need. Enables people with MS to participate actively in community, civic and economic life.
Access to treatment: Timely diagnosis and access to specific treatments/s at all stages of the patient journey. Reimbursement based on effectiveness, medical best practice and patient need. → Supporting messages – places the patient at the centre of the medical model. Incorporates learnings from other jurisdictions. Empowers individuals and facilitates active participation in wider community and civic life.
4) Way Forward
The group agreed together to the following:
- Review and tailor the pledge card and political asks and use it in upcoming campaigns.
- Participants felt that a follow-up workshop on stakeholder mapping and engagement
techniques/alliance building could be useful prior to rolling out future campaigns. - There was consensus around using the next Barometer as an EMSP manifesto to
coincide with the European Parliament elections in May 2024.
Additional message from EMSP: The collective input at European and national level means we, the people, bring it from theory to practice and something practical and realistic. Local engagement can be a real winner especially if we give it the long-term view; i.e.: these tools
could mean there is a long-term practical advocacy and policy-driven engagement with local representatives and decision-makers not only at the level of the European Parliament election-cycle but ongoing in public affairs. Ongoing engagement at this level builds the political capital for members and their young people with MS who want to put their efforts into positive social change and for the future generation of the MS community. This is a way to clearly align and where possible, merge, EMSP’s campaigning work and advocacy with members.
