Evaluation and ROI | ROR Impact REACT Cause Communication Campaign Dianova 2014

“REAGE | REACT”

CAMPAIGN

EVALUATION RESULTS

SOCIAL IMPACT &

RETURN ON INVESTMENT

2014 DIANOVA PORTUGAL 26th JUNE 2014 | Rui Martins | Communication Director

Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 2

“Health is a fundamental right and a key driver for social and economic development. It is a process to allow people to have a greater control

over their health and to improve it.” in Declaração de Jacarta., 1997

Principles of Health Promotion

in Ottawa Chart (WHO 1986)

Process that aims to increase individuals and communities’ capacity to control health,

strengthening the rights and responsability for health.

Focus on programs and actions to change

behaviors and lifestyle risks such as dangerous driving or drug abuse


CONTEXT • Addiction have increased 70% in the last decade in

Portugal (SICAD) • Increased prevalence of lifelong drug use from 7.8% to

12% in 2012 (EMCDDA) • Cannabis use among young people increased 16% in

Portugal in 2012 (ESPAD) • Use of anti-anxiety and antidepressants drugs

increased 171% and 240% in Portugal in 2014 (INFARMED)


“REAGE | REACT” CAMPAIGN 2014 GOAL | To raise awareness on the effects and consequences of drug abuse and alcohol on consumers, families, young people and adults in

the labor, family and school contexts / environments. • "REAGE | REACT" allow us to see how, from the time of starting

using drugs, fades all that enables people to develop themselves on a constructive and happy manner: family, relationships, work, friendships, etc. .. The Spot video protagonist on the different contexts will see disappear his your world as time goes by...

• “REAGE | REACT” is a campaign that is not only intended to convey pessimism or tragedy, but a counterpoint of hope. If a drug addict has the will and motivation in himself/herself, he/she will react, overcoming the problem that affects him/her. Throughout this journey, Dianova will help her/him in making the best healthy decision for its future...


“REAGE | REACT” CAMPAIGN 2014

TECHNICAL FACTSHEET ADVERTISING AGENCY: EXTERNA COMUNICACIÒ (Barcelona – Espanha) CREATIVE DIRECTOR: CARLOS PERMANYER ART DIRECTOR: EVA MUÑOZ ADVERTISING MOVIES PRODUCER: BLOODYMARY FILMS (Barcelona – Espanha) ACTORS: MARC TORROELLA, CARLOTA AGUSTÍ, ROSA SARRÒ, LAMBERT BONIN, EKATERINA CHANTALL, JOSEP RUÍZ, MARÍA SALGUERO, XAVIER MORO, MANEL RUBÍES, PATRICIA OSUNA, CARLOS LÓPEZ, MUSICIAN: MARC ARTÍS VOZ OFF PORTUGUESE VERSION VIDEO: MIGUEL PEIXOTO, Rádio Super FM e programa TV “5 para a Meia Noite” CLOTHING AND STYLING: ADELA LLORENS HAIRDRESS AND MAKE UP: LLUISA GASCH MAKING OFF: OKSANA GUSEVA e ORIOL BERN


Social Awareness Campaign “REAGE” 2014 | Materials

Alcohol main Addiction

in Portugal (SICAD)

Increase of 240%

antidepressants e 171%

anti-anxiety (INFARMED)



Increase 16% Cannabis

Use among Young (ESPAD)

Increase 3,9% cocaine use

between 15-64 years (UNODC)



SPOT VIDEO 30’’ http://www.youtube.com/watch?v=FM5RuCL1NBQ

VOZ OFF

MIGUEL PEIXOTO

Rádio Super FM & program TV

“5 para a Meia Noite”.

English version

http://www.youtube.com/watch?v=FM5RuCL1NBQ



SPOT MAKING OFF 125’’ https://www.youtube.com/watch?v=sS-ajN6iyxY

https://www.youtube.com/watch?v=sS-ajN6iyxY





80 PARTNERS

Social Awareness Campaign “REAGE” 2014 | Partners

9 Agencies

& Sponsors 18 Municipalities

5 Hospitals

27 Universities

& ASA’s

21 Media


Social Awareness Campaign “REAGE” 2014 | Channels

284 MUPIS

863 POSTERS

A3

158 POSTERS

A4

21 PRESS

ADS

1 SPOPT TV

220 FINAL ARTS


A G ENCIES O

THERS



M U N I CIPALITIES

HOSPITALS



MEDIA



UNIVERSITIES



UNIVERSITIES




FACEBOOK PAGE

https://www.facebook.com/reageestamoscontigo



WEBSITE DIANOVA.PT

PAGE

http://www.dianova.pt/cidadania-a-solidariedade/campanhas-de-sensibilizacao-pt/470-campanha-reage



MUPIS



PUBLICARDS NETWORK (LISBOA &

PORTO)

PRESS ADS



TV ADVERTISING

70 SPOTS

MEDIA &

SOCIAL NETWORKS

FACEBOOK TWITTER

LINKEDIN YOU TUBE

BLOG DIANOVA.PT

SIC SIC NOTÍCIAS SIC MULHER



MUPIS SUBWAY

STATIONS LISBOA

POSTERS SUBWAY TRAINS LISBOA



NEWS RELEASED:

ONLINE RADIO

TV


Social Awareness Campaign “REAGE” 2014 | Events

LAUNCH BRAGA

INSTITUTO PIAGET ALMADA

CONFERENCE & WORKSHOP

COVILHÃ



DM MARKETING

1.000

CONTACTS

CELEBRATION 26 JUNE

WORLD DAY AGAINST DRUGS


EDM MARKETING

5.000

CONTACTS


CELEBRATION 26 JUNE

WORLD DAY AGAINST DRUG



4 JPEG IMAGES

SOCIAL MEDIA

www.dianova.pt

CELEBRATION 26 JUNE

WORLD DAY AGAINST DRUG


Social Awareness Campaign “REAGE” 2014 | Testimonials

"I acknowledge receipt and appreciate your communication

about Social Awareness Campaing “REAGE”. The same

was informed to all the congressman who

has place on this Commission. "

“After instruction of Lisbon’s Mayor, I

want to acknowledge receipt of your letter regarding the above

subject, which deserves our best

attention. "

“I acknowledge receipt of the letter

referring to the above subject, which

deserve our best attention and praise. We take also to wish

the greatest professional successes."

Dr.ª Maria Antónia Santos

Parliament Health

Commission

Dr. João Pires Lisbon

Municipality

Dr.ª Corália Loureiro

Seixal Municipality


“We really appreciate your

information regarding the

awareness campaign

“REAGE", which is particularly

timely.”

“We acknowledge receipt of the letter, which

deserves our best attention.”

“We acknowledge receipt and

appreciate the infromations

about awareness campaign "REAGE"

recently completed.”

Dr. Gonçalo Sousa EMCDDA

Dr. Pedro Ramos Comunist Group in

Parliament

Dr. André Campante

Socialist Group in Parliament



“We acknowledge receipt of the letter, which deserved our best attention and

we are very grateful."

“We appreciate tge sending information

and we want to congratulate the

initiative of awareness campaign "REGE" and all the

work in the area of addiction. "

“We congratulate you on the

campaign that carried wishing much success in their work for the

promotion of health.”

Dr.ª Mariana Andrade

Central Right Group in

Parliament

Dr. Eduardo Valles Odivelas

Municipality

Dr. Manuel Cardoso

SICAD, Natinal Agency on Drugs



“We acknowledge receipt of the letter, which gained for us the best attention. "

“I congratulate Dianova for the results of the awareness

campaign REAGE, developed in school, work

and family context because of their importance in the field of health promotion and prevention of drug.”

Dr. Gil Nadais Aguéda

Municipality

Dr. Eduardo Quinta Nova

Sintra Municipality



Social Awareness Campaign “REAGE” 2014 | Media Impact

31 NEWS

RELEASED Press, TV, Radio

and Online

231.278€ ROI MEDIA Press, TV, Radio

and Online

1.038.685 AUDIENCE Press, TV, Radio

and Online

97% NEWS TONE

POSITIVE COMMUNICATION

58% ANNOUNCEMENTS

36% INTERVIEWS

6% ARTICLES

55% ONLINE

26% PRESS

16% TV

3% RADIO


Social Awareness Campaign “REAGE” 2014 | Social Media Impact

470 FACEBOOK

REAGE PAGE

735 YOU TUBE

7.599 BLOG

39.046

DIANOVA.PT

4.684 FACEBOOK FRIENDS

& FANS DIANOVA + RM

3.577 LINKEDIN

FOLLOWERS + RM

3.253 TWITTER

FOLLOWERS + RM

58.941 ONLINE IMPACT

Data 24-06-14


Social Awareness Campaign “REAGE” 2014 | People Social Impact

64.023 STUDENTS

UNIVERSITIES

9.533.773 SUBWAY LISBON

5.884 EVENTS

RP | DM + DeM

40.000 POSTALS

46.000 USERS /

VISITORS HOSPITALS

4.775.228 READERS

LISTENERS VIEWERS

NET VISITORS

1.664.489 INHABITANTS

MUNICIPIALITIES

16.129.447 PEOPLE SOCIAL IMPACT

Data 24-06-14


Social Awareness Campaign “REAGE” 2014 | ROI

231.278€ ROI MEDIA

NEWS

10.000€ POSTERS SUBWAY

METRO LISBOA

15.000€ MUPIS

SUBWAY LISBON

442.423€ RETURN ON

INVESTMENT

186.145€ ROI MEDIA

SPONSPORSHIPS


Social Awareness Campaign “REAGE” 2014 | Global Outcomes

CANADA ITALY PORTUGAL

CHILE SPAIN


DIGITAL IMPACT

738.222

MEDIA IMPACT

Audiences

17.403.928

ROI MEDIA

3.438.178€ SOCIAL

GLOBAL OUTREACH

People

46.532.834

Social Awareness Campaign “REAGE” 2014 | Global Outcomes

IMPACT MULTIPLE CHANNELS

People

28.390.684


THANK YOU

TO ALL PARTNERS

FOR YOURSOLIDARITY

COLLABORATION

WITH THIS SOCIAL

AWARENESS CAMPAIGN

COLLABORATE

WITH US TO

INSPIRE CHANGE !


Dianova Network| Hub of International Public Affairs

MISSION: To develop actions and programs that will contribute to the Personal Autonomy and Social Development.

3 Continents | 11 Countries


Dianova recognized as Private Institution for Social Solidarity, Public Utility Association and

Non-Governmental Organization for Development

Education and Health

Promotion

Drug Abuse Treatment

Socio and Professional

Reintegration

Psychosocial Support

Training & Empowerment

(Hard | Soft Skills)

Social & Organizational

Innovation

Cooperation Culture

Oriented

Social, Economical

and Solidarity

Agent

Social Changing Promoter


Affiliations

Protocols


Certifications | Accreditations Dianova

ISO 9001:2008 Quality Management System (1st in Portugal since 2005)

EFR Family Responsible Entity Social Economy (1st in Portugal since 2013)

DGERT | CCPFC Training Organization (CFD) DGERT – MSESS | CCPFC – ME since 2009 | 2012


Social Enterprise Nursery Plant

HEADQUARTERS Dianova Portugal

Therapeutic Community Quinta Lapas

Training Center Dianova

Reintegration Apartment

Psychosocial Support Center +Health

Dianova Headquarters| Operational Units (Lisbon | Torres Vedras)


Reliablel? Commitement?

Multi-Stakeholder Cooperation Culture based on a Strong Social Capital, Strategic Partnerships &

Community Networks

• Innovative? • Good

Governance? • Social Value?

• Good work place? • Creative

team?

• Quality? • Effectiveness? • Partnerships?

• Good Corporate Citizen? • Social

Development?

Community Leaderships

Analysts Investors e

Sponsors General Public

Academy Media

Market Prescribers Health , Education, Social Professionals Potential Clients Family Opinion leaders Competition

Government Legislators Regulators Politicians Central and Local Administration Projects Analysts International Agencies

Organization Board

Staff Volunteers

Suppliers Partners

Clients “Shareholders”


SOCIAL IMPACT 2007-2013

Quinta das Lapas, 2565-517 Monte Redondo Torres Vedras Telf.: +351 261 312 300 Fax.: +351 261 312 322 E-mail: [email protected]| Website: http://www.dianova.pt

www.dianova.pt www.formacao.dianova.pt

http://aprendercrescerconcretizar.wordpress.com

dianovaportugal

dianova-portugal

www.apoiopsicossocial.dianova.pt

http://aprendercrescerconcretizar.wordpress.com/

Business

Evaluation and ROI | ROR Impact REACT Cause Communication Campaign Dianova 2014