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In 2011 Georgia has joined global process by launching

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

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In 2011 Georgia has joined global process by launching

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  1. In 2011 Georgia has joined global process by launching a Nation-wide campaign: “No Pain in Our Families”.

  2. 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 • Painis accepted as a norm • Attitudes shaped by soviet legacy

  3. Strategic formula Public opinion Who should do it? What do we want ? Modern pain management methodologies Policy makers & Health care officials.

  4. Strategic formula Accumulate a critical mass of supporters BIG enough to cause changes. PRESSURE Modern pain management methodologies Policy makers & Health care officials.

  5. Online Platform:  tkivilisgareshe.ge   Poor standards of pain management (Real Stories) NEWS Supporters registration Pain Rating What we want to achieve

  6. Our conditions • 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 )

  7. Campaign Launch Three important achievements of the launch: • 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 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.

  8. Smile event

  9. Street event

  10. Charity Event Charityjazz 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. Achievements 10 000 COMPLAINS PRESSURE Modern pain management methodologies Policy makers & Health care officials. MEDIA COVERAGE PRESSURE 11 000 SUPPORTERS 11 000 SUPPORTERS PRESSURE

  12. Thank you for your attention

  13. 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

  14. TIMELINE

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