Image of the Week: Making an Inclusive Tomorrow – World Down Syndrome Congress 2015


Earlier this year, we were proud to work with Down Syndrome International (DSi) on the management and marketing of the 12th World Down Syndrome Congress, held in Chennai, India.

The event’s objective was to create a knowledge and experience sharing platform to benefit individuals with Down Syndrome and their extended support system.

Making noise on social media 

MCI also worked with organisers on a digital strategy to excite attendees and create a buzz around the event and its key messages. This included a ‘Different but Same – Odd Socks Day’ campaign to celebrate the extraordinary lives of people with Down Syndrome and the challenges they face in acceptance of their differences.

Over the course of the congress, the event’s official hashtag #WDSC2015 reached over 1.5 million people, with over 3,000  engagements and almost 2,000 posts.

Bollywood dancing & inspiring activities

Fun activities were planned for both adults and children with Down Syndrome, including a Bollywood dance along (main picture) and a concert from ‘Emotions 21’ – an inspiring band whose members all have Down Syndrome.


WDS_blogOver 500 delegates from 37 countries

With over 500 national and international delegates representing 37 countries, the congress saw interactive scientific and social programmes consisting of keynote addresses, panel discussions and workshops catering to the needs of all delegates – including health, educational, and research practitioners, policy makers, families and most importantly, individuals with Down Syndrome.

Delegates praised the conference, noting it was significant and enriching in the manner in which awareness was created.


Find out more

To learn more about this event, or to discuss how we can build awareness for your health association and its mission, contact us on


Association Growth: Go-to-Market Strategy for ACP in India

The Challenge

With 1.2 billion people, India is the seventh-largest country by area and the second most-populous country in the world.

The American College of Physicians (ACP), an organisation of physician specialists who apply scientific knowledge and clinical expertise to the diagnosis, treatment, and compassionate care of adults across the spectrum from health to complex illness, wanted to expand its services and expertise in this key market.

No legislation currently exists in India to make continuing medical education (CME) a requirement. Last year, the Medical Council of India established a code of ethics stating that members should complete 30 hours of CME every five years in order to re-register as doctors, but only about 20% of India’s doctors follow this as it is not legally binding.

This, and the fact that recertification is not required for practising doctors, makes it challenging to promote ACP products and resources.

The Solution

Looking to our global growth strategies for associations and numerous offices across India, ACP partnered with MCI to increase its brand awareness and visibility in this key market.

MCI was tasked with designing and managing the association’s go-to-market strategy and running its daily operations in this complex market.

Lasting Results

Since bringing MCI on board, ACP has significantly increased brand awareness.

Customised communication, driven by MCI, using print, web, and emails have led to better dissemination of information about ACP activities and membership benefits among the healthcare community.

Experts from ACP have delivered lectures in more than 30 hospitals and medical colleges and engaged in member activities across four cities in India. MCI also helped design and deliver the first national conference held in New Delhi on 5-6 September 2014.

During the event each session had one US expert and one Indian expert talking about the session topic, allowing for a better perspective and leading to healthy interaction and discussion. The Delhi Medical Council awarded 19.75 credit hours for the conference, and in total, 81% of the attendees rated the conference as very good or excellent.

Lindsey Rodger

Group PR & Content Manager

To find out more about our growth strategies for associations, please contact