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In 2011 Georgia has joined global process by launching a Nation-wide campaign: “No Pain in Our Families”. In 2011 Georgia has joined global process by launching a Nation-wide campaign: “No Pain in Our Families”.
Situation analizes • Society is not informed properly
• Pain management is not a priority
• Stigma- pain relief use might cause a drag addiction
• Knowledge – how to use pain reliefs effectively
• Pain is accepted as a norm
• Attitudes shaped by soviet legacy
Strategic formula
Public opinion
Modern pain management
methodologies
What do we want ?
Policy makers &
Health care officials.
Who should do it?
Modern pain management
methodologies
Strategic formula
Accumulate a critical mass of
supporters
BIG enough to cause changes.
Policy makers &
Health care officials.
PRESSURE PRESSURE
Online Platform: tkivilisgareshe.ge Online Platform: tkivilisgareshe.ge
NEWS
Supporters registration
What we want to achieve
Poor standards of pain management(Real Stories)
Pain Rating
• SPECIAL EDITION: special edition the of Nanuka’s Show (one of the most famous evening TV show in Georgia) dedicated to pain .
• GUESTS 1: Irakli Imnaishvili – will launch the campaign’s website tkivilisgareshe.ge and explains how to use different interactive tools.
• GUESTS 2: Campaign face a famous Georgian jazz singer Vazha Mania will call on the viewers to join him and become supporters of the project.
• BRANDINGS: The studio should be decorated with project brandings and special corner should be dedicated to the project voluntaries which were wearing yellow t-shirts with campaign logo on it.
• Heavy TV promotion : Prime time only (10 times a days during 7 days )
Our conditions Our conditions
Three important achievements of the launch:
1) Campaign was launched on prime-time of the national TV channel. 2) The web-site of the campaign was lunched on air and it enabled to promote
specially design online tools and demonstrate how to use them.
3) A charity events was promoted
Campaign Launch Campaign Launch
Within 3 hours after the programme:4 000 users registered their support on www.tkivilisgareshe.ge.
The online security system wrongly interpreted the high number of
the traffic as cyber attack and switched off the domain for 5 hours.
Smile event Smile event
Street event Street event
Charity Event Charity Event
Charity jazz concert was organised as a final event of the campaign.
Before the concert, a photo session campaign was organised in the theatre lobby.
Magazine “Liberalis” special issue about pain management was delivered for free
11 000 SUPPORTERS
Modern pain management
methodologies
Achievements
Policy makers &
Health care officials.
11 000
SUPPORTERS
PRESSURE
11 000
SUPPORTERS
PRESSURE
10 000 COMPLAINSPRESSURE
10 000 COMPLAINSPRESSURE
MEDIA COVERAGEPRESSURE
MEDIA COVERAGEPRESSURE
Thank you for your attention Thank you for your attention
Factors maximizing campaign effectiveness
• Framing- Clear messaging and campaign logo/symbol
• Reciprocation (exchange)- choosing media outlet as partner in advance and promoting their brand name on information materials in exchange- Imedi, Magazine Liberali (cover page )
• Liking- pleasant environment, concert
• Engagement of authorities and representativeness- Ministry of health, Celebrities
TIMELINEChannel Septe
mber 25
October dfg
dfg dfg dfg dfg dfg
Unveiling personal stories- Nanuka Show program
Launch of the web site
Concert promotional commercials
Print Media