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Evaluation and ROI Impact REACT Campaign Dianova Portugal 2014

REAGE | REACT multimedia campaign was developed for the Dianova Network (3 continents, 11 countries) by Externa Comunicación and Bloodymary Films (Barcelona) aiming to promote Health and raise awareness on drug addictions on 3 main environments: labour, school and family. In Portugal, the campaign has been supported by 4 graphic themes and 2 spot videos, from January to June 2014. Here’s the wrap up ROI and Social Impact results: 1.574 social advertising materials have been promoted nationwide, 5 events were held, 80 Partners and 442.423€ in Sponsorships have been raise in a close relationship, 31 in depth news were release on TV, Radio, Printed and Online Media ranging an audience of 4.7 million people, and globally 16 million People were impacted through REACT messages, materials and channels. Globally, in 5 countries of the International Dianova Network (Canada, Chile, Spain, Italy and Portugal), the campaign outreached more than 46 million People and a ROI of 3,4 million Euro. Dianova Portugal thanks once more to all Partners and Sponsors that have contributed to this successful campaign. Collaborate with us… inspiring change!

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Evaluation and ROI Impact REACT Campaign Dianova Portugal 2014

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  1. “REAGE | REACT” CAMPAIGN EVALUATION RESULTS SOCIAL IMPACT & RETURN ON INVESTMENT 2014 DIANOVA PORTUGAL 26th JUNE 2014 | Rui Martins | Communication Director

  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 in Declaração de Jacarta., 1997 Principles of Health Promotion i in n 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 2 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  3. 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) 3 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  4. “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... 4 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  5. “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 5 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  6. Social Awareness Campaign “REAGE” 2014 | Materials Increase of 240% antidepressants e 171% anti-anxiety (INFARMED) Alcohol main Addiction in Portugal (SICAD) 6 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  7. Social Awareness Campaign “REAGE” 2014 | Materials Increase 16% Cannabis Use among Young (ESPAD) Increase 3,9% cocaine use between 15-64 years (UNODC) 7 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  8. Social Awareness Campaign “REAGE” 2014 | Materials VOZ OFF MIGUEL PEIXOTO Rádio Super FM & program TV “5 para a Meia Noite”. English version SPOT VIDEO 30’’ http://www.youtube.com/watch?v=FM5RuCL1NBQ 8 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  9. Social Awareness Campaign “REAGE” 2014 | Materials SPOT MAKING OFF 125’’ https://www.youtube.com/watch?v=sS-ajN6iyxY 9 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  10. Social Awareness Campaign “REAGE” 2014 | Partners 80 9 PARTNERS Agencies & Sponsors 18 Municipalities 5 21 Hospitals Media 27 Universities & ASA’s 10 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  11. Social Awareness Campaign “REAGE” 2014 | Channels 863 158 284 POSTERS A3 POSTERS A4 MUPIS 21 220 1 PRESS ADS FINAL ARTS SPOPT TV 11 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  12. Social Awareness Campaign “REAGE” 2014 | Partners A G E N C I E S O T H E R S 12 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  13. Social Awareness Campaign “REAGE” 2014 | Partners M U N I C I P A L I T I E S H O S P I T A L S 13 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  14. Social Awareness Campaign “REAGE” 2014 | Partners MEDIA 14 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  15. Social Awareness Campaign “REAGE” 2014 | Partners UNIVERSITIES 15 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  16. Social Awareness Campaign “REAGE” 2014 | Partners UNIVERSITIES 16 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  17. Social Awareness Campaign “REAGE” 2014 | Channels https://www.facebook.com/reageestamoscontigo FACEBOOK PAGE 17 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  18. Social Awareness Campaign “REAGE” 2014 | Channels http://www.dianova.pt/cidadania-a-solidariedade/campanhas-de- sensibilizacao-pt/470-campanha-reage WEBSITE DIANOVA.PT PAGE 18 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  19. Social Awareness Campaign “REAGE” 2014 | Channels MUPIS 19 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  20. Social Awareness Campaign “REAGE” 2014 | Channels PUBLICARDS NETWORK (LISBOA & PORTO) PRESS ADS 20 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  21. Social Awareness Campaign “REAGE” 2014 | Channels MEDIA & SOCIAL NETWORKS TV ADVERTISING 70 SPOTS FACEBOOK TWITTER LINKEDIN YOU TUBE BLOG DIANOVA.PT SIC SIC NOTÍCIAS SIC MULHER 21 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  22. Social Awareness Campaign “REAGE” 2014 | Channels POSTERS SUBWAY TRAINS LISBOA MUPIS SUBWAY STATIONS LISBOA 22 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  23. Social Awareness Campaign “REAGE” 2014 | Channels NEWS RELEASED: ONLINE RADIO TV 23 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  24. Social Awareness Campaign “REAGE” 2014 | Events LAUNCH BRAGA CONFERENCE & WORKSHOP COVILHÃ INSTITUTO PIAGET ALMADA 24 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  25. Social Awareness Campaign “REAGE” 2014 | Events DM MARKETING 1.000 CONTACTS CELEBRATION 26 JUNE WORLD DAY AGAINST DRUGS 25 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  26. Social Awareness Campaign “REAGE” 2014 | Events EDM CELEBRATION 26 JUNE WORLD DAY AGAINST DRUG MARKETING 5.000 CONTACTS 26 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  27. Social Awareness Campaign “REAGE” 2014 | Events 4 JPEG IMAGES SOCIAL MEDIA www.dianova.pt CELEBRATION 26 JUNE WORLD DAY AGAINST DRUG 27 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  28. Social Awareness Campaign “REAGE” 2014 | Testimonials Dr.ª Maria Antónia Santos Parliament Health Commission Dr. João Pires Lisbon Municipality Dr.ª Corália Loureiro Seixal Municipality "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. " “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." “After instruction of Lisbon’s Mayor, I want to acknowledge receipt of your letter regarding the above subject, which deserves our best attention. " 28 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  29. Social Awareness Campaign “REAGE” 2014 | Testimonials Dr. André Campante Socialist Group in Parliament Dr. Pedro Ramos Comunist Group in Parliament Dr. Gonçalo Sousa EMCDDA “We really appreciate your information regarding the awareness campaign “REAGE", which is particularly timely.” “We acknowledge receipt and appreciate the infromations about awareness campaign "REAGE" recently completed.” “We acknowledge receipt of the letter, which deserves our best attention.” 29 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  30. Social Awareness Campaign “REAGE” 2014 | Testimonials Dr.ª Mariana Andrade Central Right Group in Parliament Dr. Manuel Cardoso SICAD, Natinal Agency on Drugs Dr. Eduardo Valles Odivelas Municipality “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.” “We acknowledge receipt of the letter, which deserved our best attention and we are very grateful." 30 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  31. Social Awareness Campaign “REAGE” 2014 | Testimonials Dr. Gil Nadais Aguéda Municipality Dr. Eduardo Quinta Nova Sintra Municipality “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.” “We acknowledge receipt of the letter, which gained for us the best attention. " 31 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  32. Social Awareness Campaign “REAGE” 2014 | Media Impact 31 97% 231.278€ ROI MEDIA Press, TV, Radio and Online NEWS RELEASED Press, TV, Radio and Online NEWS TONE POSITIVE COMMUNICATION 58% 55% ONLINE 26% PRESS 16% TV 3% RADIO 1.038.685 AUDIENCE Press, TV, Radio and Online ANNOUNCEMENTS 36% INTERVIEWS 6% ARTICLES 32 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  33. Social Awareness Campaign “REAGE” 2014 | Social Media Impact 4.684 470 3.577 LINKEDIN FOLLOWERS + RM FACEBOOK FRIENDS & FANS DIANOVA + RM FACEBOOK REAGE PAGE 58.941 ONLINE IMPACT 7.599 BLOG 39.046 DIANOVA.PT 3.253 TWITTER FOLLOWERS + RM 735 YOU TUBE Data 24-06-14 33 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  34. Social Awareness Campaign “REAGE” 2014 | People Social Impact 4.775.228 READERS LISTENERS VIEWERS NET VISITORS 46.000 USERS / VISITORS HOSPITALS 64.023 STUDENTS UNIVERSITIES 16.129.447 PEOPLE SOCIAL IMPACT 5.884 EVENTS RP | DM + DeM 40.000 POSTALS 1.664.489 INHABITANTS MUNICIPIALITIES 9.533.773 SUBWAY LISBON Data 24-06-14 34 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  35. Social Awareness Campaign “REAGE” 2014 | ROI 231.278€ ROI MEDIA NEWS 186.145€ ROI MEDIA SPONSPORSHIPS 442.423€ RETURN ON INVESTMENT 10.000€ POSTERS SUBWAY METRO LISBOA 15.000€ MUPIS SUBWAY LISBON 35 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  36. Social Awareness Campaign “REAGE” 2014 | Global Outcomes ITALY CANADA PORTUGAL SPAIN CHILE 36 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  37. Social Awareness Campaign “REAGE” 2014 | Global Outcomes IMPACT MULTIPLE CHANNELS People 28.390.684 DIGITAL IMPACT 738.222 ROI MEDIA 3.438.178€ SOCIAL GLOBAL OUTREACH People 46.532.834 MEDIA IMPACT Audiences 17.403.928 37 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  38. THANK YOU TO ALL PARTNERS FOR YOURSOLIDARITY COLLABORATION WITH THIS SOCIAL AWARENESS CAMPAIGN COLLABORATE WITH US TO INSPIRE CHANGE ! 38 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  39. 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 39 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  40. Dianova recognized as Private Institution for Social Solidarity, Public Utility Association and Non-Governmental Organization for Development Training & Empowerment (Hard | Soft Skills) Education and Health Promotion Socio and Professional Reintegration Drug Abuse Treatment Psychosocial Support Social, Economical and Solidarity Agent Social & Organizational Innovation Cooperation Culture Oriented Social Changing Promoter 40 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  41. Protocols Affiliations 41 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  42. Certifications | Accreditations Dianova ISO 9001:2008 Quality Management System (1st in Portugal since 2005) DGERT | CCPFC Training Organization (CFD) DGERT – MSESS | CCPFC – ME since 2009 | 2012 EFR Family Responsible Entity Social Economy (1st in Portugal since 2013) 42 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  43. Dianova Headquarters| Operational Units (Lisbon | Torres Vedras) Therapeutic Community Quinta Lapas HEADQUARTERS Dianova Portugal Training Center Dianova Reintegration Apartment Social Enterprise Nursery Plant Psychosocial Support Center +Health 43 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  44. Multi-Stakeholder Cooperation Culture based on a Strong Social Capital, Strategic Partnerships & Community Networks • Quality? • Effectiveness? • Partnerships? • Good Corporate Citizen? • Social Development ? Community Leaderships Analysts Investors e Sponsors General Public Academy Market Prescribers Health , Education, Social Professionals Potential Clients Family Opinion leaders Competition Media Reliablel? Commitement? Organization Government Legislators Regulators Politicians Central and Local Administration Projects Analysts International Agencies Board Staff Volunteers Suppliers Partners Clients “Shareholders” • Innovative? • Good Governance? • Social Value? • Good work place? • Creative team? 44 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  45. SOCIAL IMPACT 2007-2013 45 Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal©

  46. www.apoiopsicossocial.dianova.pt www.apoiopsicossocial.dianova.pt www.formacao.dianova.pt www.formacao.dianova.pt www.dianova.pt www.dianova.pt http://aprendercrescerconcretizar.wordpress.com http://aprendercrescerconcretizar.wordpress.com dianovaportugal dianova-portugal Quinta das Lapas, 2565-517 Monte Redondo Torres Vedras Telf.: +351 261 312 300 Fax.: +351 261 312 322 E-mail: rui.martins@dianova.pt| Website: http://www.dianova.pt

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