Your Thyroid: Gland Central: Gland Central Puts Thyroid Disease on Fast Track

From ThyroWorld Volume 1, No. 2

Americans needed a wake-up call about thyroid disease "Your Thyroid: Gland Central SM" was the right answer to that call.

Gland Central is a nationwide thyroid education campaign sponsored by the American Medical Women's Association (AMWA). The campaign, underwritten with an educational grant from Knoll Pharmaceutical Company (a subsidiary of BASF Corporation), serves to educate all Americans about the thyroid gland's importance to the body. The goal of Gland Central is to help people identify early signs and symptoms, understand that routine screening for thyroid testing is recommended and encourage people to get a sensitive TSH (thyroid stimulating hormone) test.

Although the thyroid gland impacts every cell, tissue and organ in the body, most people are unaware of the thyroid's critical role in keeping the body functioning at its peak. More than half of the estimated 13 million Americans with thyroid disease remain undiagnosed. If left untreated, even mild thyroid problems can progress to overt disease, causing increased cholesterol, infertility or osteoporosis. Thyroid disease, however, can be detected with a simple blood test called a TSH, and easy to treat through medication.

Prior to launching Gland Central, AMWA conducted extensive primary and secondary research with a number of key audiences, including consumers, healthcare professionals, media, managed care organizations, professional societies and consumer groups to help define the problem. The primary focus of the campaign was on women, since they are five to eight times more likely than men to suffer from thyroid disease.

A survey conducted of American adults age 40 or older found:

- Only 30% of women surveyed had been tested for thyroid disease.

- Nearly 90% of people didn't know about the thyroid's wide range of influence in the body and had no idea that it could elevate cholesterol levels or depression.

- Half of all women experienced three or more symptoms commonly associated with hypothyroidism, yet most of these women (75%) did not discuss the symptoms with a doctor.

It was clear there was virtually no understanding about the thyroid gland or its role in the body. Most people, particularly women, were also unable to recognize symptoms of the disease, even when they experienced them. As a result, people were not being tested for thyroid disorder.

AMWA needed a compelling theme that would engage the public and communicate the overriding campaign message. The answer was found in four simple words: Your Thyroid, Gland Central SM. And who better to carry the campaign baton, but Gail Devers, three-time US Olympic Gold Medalist and thyroid disease patient. Gail went undiagnosed for nearly three years, making it impossible for her to train and compete. Had she not been diagnosed, Gail might not have ultimately won three gold medals in the track and field competition at the Olympic games in Barcelona and Atlanta.

The Gland Central campaign kicked-off with a high-profile event at New York City's Grand Central Station in October, 1996. The event consisted of a large-scale press conference, a free public TSH screening aboard a train and other supporting activities, including a satellite media tour and audio news release. This, however, was just the first of many "whistle-stops" around the country. Gail attended each and every screening event, shared her experiences with those who came to be tested, and conducted media interviews throughout the day regarding thyroid disease.

Across the United States, Gland Central picked up steam with free thyroid screening events in 26 more cities through mid-1998. Extensive on-air interviews for Gail and local AMWA physicians with morning television and radio shows, plus area newspaper coverage increased screening attendance and communicated important thyroid messages. In virtually every city visited, the event was covered by every television station and newspaper in the area.

To encourage more aggressive diagnosis of thyroid disease, the Gland Central campaign appeared at two high-profile medical meetings, the American College of Physicians, and the American Academy of Family Physicians. We offered doctors and their families free TSH screenings as well as a chance to meet Gail Devers, the "fastest woman in the world."

To even further educate the public about the campaign messages and increase the sense of urgency about the education of the central role of the thyroid gland, Gail took to the track in her Olympic uniform to tape Gland Central television and radio public service announcements (PSA). To date, the television PSA has yielded 3,800 broadcasts, reaching an estimated 128 million viewers, while the radio PSA has yielded an estimated 19,000 broadcasts, reaching an estimated 40 million listeners. In addition, to help reinforce the Gland Central message among consumers, we created educational resources including a colorful brochure, button and a comprehensive website. Throughout our media efforts consumers are directed to the website for more information about the thyroid gland and the Gland Central campaign.

Campaign results have exceeded the original goals proposed in 1996. The most exciting result has been an increase in women tested for thyroid disease since the onset of the program _ an increase of more than 10 percent. To date, the Gland Central campaign has visited 26 cities, translating to more than 8,000 people screened for thyroid disease. On average, 300 people are screened at each of these five-hour events.

Media coverage of Gland Central has contributed extensively to the success of the campaign, totaling nearly 100 million audience impressions. National media coverage has included Good Morning America, CNN, FOX Network, MSNBC, Associated Press, USA Today, Washington Post, Family Circle, Better Homes and Gardens, Prevention, Glamour, Parents. In addition, local media coverage has also been extensive, including Chicago Tribune, Atlanta Journal & Constitution, Cincinnati Inquirer, Las Vegas Sun, Columbus Post-Dispatch, Greensboro News and Record, etc. and broadcast interviews on nearly every television and radio station in each city visited.

Due to its tremendous success, Your Thyroid: Gland Central SM is moving full steam ahead, with plans to build alliances with other health organizations, but most importantly, drive additional thyroid screenings among the general U.S. public. Hopefully, with our help, the American public will become more aware of thyroid disease and its central role in the body.

For further information, please visit the Gland Central website at www.glandcentral.com or send correspondence to Gland Central , Radio City Station, P.O. Box 1854, New York, NY 10101.

Your Thyroid: Gland Central SM is made possible by an educational grant from Knoll Pharmaceutical Company, headquartered in Mount Olive, NJ, which is the US pharmaceutical unit of BASF Corporation and part of BASF Pharma, the global pharmaceutical division of BASF AG of Ludwigshafen, Germany.