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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”.
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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
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Strategic formula
Public opinion
Modern pain management
methodologies
What do we want ?
Policy makers &
Health care officials.
Who should do it?
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Modern pain management
methodologies
Strategic formula
Accumulate a critical mass of
supporters
BIG enough to cause changes.
Policy makers &
Health care officials.
PRESSURE PRESSURE
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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
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• 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
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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.
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Smile event Smile event
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Street event Street event
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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
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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
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Thank you for your attention Thank you for your attention
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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
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TIMELINEChannel Septe
mber 25
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Unveiling personal stories- Nanuka Show program
Launch of the web site
Concert promotional commercials
Print Media