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An example of a PR strategy - World Contraception Day - Amsterdam , 22-25 January 2007

An example of a PR strategy - World Contraception Day - Amsterdam , 22-25 January 2007. Client situation. Bayer Schering Pharma AG (a pharmaceutical company) is the market leader in contraception. Due to the still high level of teenage pregnancy, Schering wants to:

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An example of a PR strategy - World Contraception Day - Amsterdam , 22-25 January 2007

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  1. An example of a PR strategy- World Contraception Day - Amsterdam, 22-25 January 2007

  2. Client situation • Bayer Schering Pharma AG (a pharmaceutical company) is the market leader in contraception. • Due to the still high level of teenage pregnancy, Schering wants to: • raise awareness of hormonal contraceptive methods • improve education regarding sexual health • increase use of hormonal contraceptives through engaging women to ask their doctor

  3. The challenge WORLD CONTRACEPTION DAY • To set up a world contraception day: • to promote sexual health, particularly for young people • to reduce levels of teenage pregnancy and abortion through education.

  4. The approach to define the PR strategy PR strategy Client objectives Insights from the real world +

  5. The approach to define the PR strategy- Client Objectives • With the WCD, Scheringdidn’t want only to promote sexual health education, but also to show their commitment to social responsibility and reducing unintended pregnancy and abortion.

  6. The world of teenager…

  7. The world of teenager… What do they want to do with their lives? They have aspirational ambition for their life From Data-monitor reports of Ogilvy Healthworld.

  8. The world of teenager… What do they want to do with their lives? They have aspirational ambition for their life Who influences them? Respond to peer to peer communication and peer celebrity endorsement From Data-monitor reports of Ogilvy Healthworld.

  9. The world of teenager… What do they want to do with their lives? They have aspirational ambition for their life Who influences them? Which brands do they respect? Respond to peer to peer communication and peer celebrity endorsement Have strong ideas about the brands they respect From Data-monitor reports of Ogilvy Healthworld.

  10. The world of teenager… What is important to them? How do they feel about themselves? Want to be individual and mature but do not want to stand out from the crowd too much From Data-monitor reports of Ogilvy Healthworld.

  11. The world of teenager… What is important to them? How do they feel about themselves? Want to be individual and mature but do not want to stand out from the crowd too much How do they communicate/ like to be communicated with? Predominantly communicate electronically via sms, email and web From Data-monitor reports of Ogilvy Healthworld.

  12. The world of teenager… What is important to them? How do they feel about themselves? Want to be individual and mature but do not want to stand out from the crowd too much How do they communicate/ like to be communicated with? What do they think about contraception? Predominantly communicate electronically via sms, email and web Are curious about sex and contraception but seek information discretly via teen mags, web and chat, they do not want their parents to know From Data-monitor reports of Ogilvy Healthworld.

  13. They were not planned What is the universal common truth for unintended pregnancies?

  14. Core idea • To reach the audience and change their behaviour before they are exposed to unprotected sexual activity. Shire must… GET THEM PLAN.

  15. Introducing the world contraception day…

  16. Teenage World Contraception Day Live your life before you start another

  17. PR strategy • The aim of the strategy is not only to reach young people, but also: • consumer media • medical media • healthcare professionals

  18. PR strategy implementation Pre-launch Launch Post launch campaign • Teaser campaign • Health professional launch pack • Adv campaign, with celebrity ambassadors • Viral marketing Campaign • Regional media launch • Toolkit • Youth workshops • Broadcast road show campaign

  19. Teaser campaign • The recommendation was to communicate the teaser campaign via outdoor advertising, e.g. on billboards, however for markets with a limited budget the suggestion was that the posters could be printed on flyers/postcards to minimise costs. • Another recommendation was using YouTube to post the visuals and raise awareness/spread the word virally. Pre-launch Launch Post launch campaign

  20. Teaser campaign • Health professional launch pack, that includes: • letter from professional body • poster • information card for patients • contraception guide Pre-launch Launch Post launch campaign

  21. Launch campaign • After creating celebrity teen ambassadors Pre-launch Launch Post launch campaign

  22. Advertising campaign World contraception day 26 September 2007 Live your life before you start another Pre-launch Launch Post launch campaign

  23. Advertising campaign World contraception day 26 September 2007 Pre-launch Launch Post launch campaign

  24. Advertising campaign World contraception day 26 September 2007 Pre-launch Launch Post launch campaign

  25. Advertising campaign World contraception day 26 September 2007 Pre-launch Launch Post launch campaign

  26. Regional Media Launch 25 September 2007 • Celebrity ambassadors, local NGO partner and doctor as hosts • Three press conference in key regions: • Europe, Latin America and Asia 26 September 2007 • Celebrity ambassadors viral marketing campaign Pre-launch Launch Post launch campaign

  27. NOKIA sms Service • Launched by celebrity ambassadors at “live your life before you start another” press conference • Discreet and accessible service • Automated texts • Advice on access to contraception relationship advice and “template texts” • Templates provide ready-made text to send to boyfriend/parents to save embrassement Pre-launch Launch Post launch campaign

  28. NOKIA sms Service Pre-launch Launch Post launch campaign

  29. Planyourlife.com • Website offering advice on contraception, health and relationships; • Interactive forum enabling teenagers to share views and knowledge; • Celebrity ambassadors post regular updates to encourage repeat visits and attract new users. Pre-launch Launch Post launch campaign

  30. Launch toolkit materials • The toolkit is a package of materials, that each countries can adapt and use to generate media coverage: • Key messages • Press release • Media backgrounders, inc. fact sheet • Global teaser posters • Launch poster guideline pack • Media invite • Agenda • SMS campaign implementation guide • Contraceptive guide • Visual library Pre-launch Launch Post launch campaign

  31. 10 things you should really know- Fact sheet • Key “shock”statistics supportive of key messages– can be adapted nationally and used in variety of communication materials. Pre-launch Launch Post launch campaign

  32. Contraceptive guide • Easy to follow guide: • types of contraception • available mode of action • where to go for further details Pre-launch Launch Post launch campaign

  33. Visual Library Pre-launch Launch Post launch campaign

  34. Maintaining the momentum post WCD Pre-launch Launch Post launch campaign

  35. Why is it important? • After the WCD was important: • to maintain awareness of wcd • can’t expect to change behaviour through one day • to establish world contraception day as an event with longevity • to establish WCD as an event in the minds of healthcare professionals • to maximise reach • to maximise the investment Pre-launch Launch Post launch campaign

  36. Youth workshops campaign concept • Guidance on working with local family planning and / or youth groups to run workshops at local schools and / or youth clubs – separate workshops for males and females • To discuss pregnancy and contraception and to clarify what is fact and what is fiction • “Ready or not, know the facts” workshop pack, including “Myth buster” booklet • Template press release announcing initiative Pre-launch Launch Post launch campaign

  37. It happened to them, why wouldn’t it happen to you? • Feature quiz framework • Educational quiz in national teen/young adult publications/ broadcast chat shows • Lead with teen parent case studies, follow with quiz Pre-launch Launch Post launch campaign

  38. The art of planning for success broadcast roadshow campaign concept • Radio / television road show across key national and local stations targeting teenage/young adult audiences • Informal and interactive chat show. Topics / presenters to include: • living the life you want: life coach • from education to work: education and careers advisor • taking control of all aspects of your life – thinking ahead: family planning expert and psychologist • viewer / listener polls – debate on topics • “now’s your chance to ask” – phone-ins Pre-launch Launch Post launch campaign

  39. Did this PR strategy reach all the audience?

  40. Reaching the audiences

  41. Learning • The most important learning is that if you know deeply your target audience and you put it on the centre of your strategy, all the ideas come up very simple. • The analysis of the trends and behaviours of young people have driven naturally the PR strategy, identifying the right channels to communicate with them.

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