eu project fasd awareness proposal
DESCRIPTION
Presentation at "Protecting the Unborn Baby from Alcohol" , 17 September 2013, European Parliament, Brussels http://eurocare.org/media_centre/previous_eurocare_events/protecting_the_unborn_baby_from_alcohol_2013TRANSCRIPT
FASD AWARENESS: LESS TALK, DO MORE PROJECT FOR A EUROPEAN INTEGRATED COMMUNICATION CAMPAIGN TO INCREASE AWARENESS OF AND PREVENT FETAL ALCOHOL SPECTRUM DISORDERS
Francesco Marini, Treviso july 2013
WHY
Empowerment is the process of increasing the capacity of individuals or groups to make choices and to transform those into desired actions and outcomes
Empowerment
THE PAST
2010 Awareness
2010 Awareness
The buzz of the web
http://www.mammabevebimbobeve.it/PDF/RASSEGNA%20STAMPA/RASSEGNA%20STAMPA%202010/PressRelease_completa.pdf
2011 Evaluation Sample: 690 parents 84% of the sample remembered the image 93% of those remembered the health message driven by the image 53% of those who have already seen the picture said that it suggests the health behaviors recommended by the campaign
Reference: Bazzo S, Battistella G, Riscica P, Moino G, Marini F, Geromel M, Czerwinsky L. Evaluation of the Impact of the Image Used in a Communication Campaign to Raise Awareness about the Effects of Alcohol Use During Pregnancy. Alcohol Alcohol 2012; 47 (6): 657-662.
2012 TERRITORIAL MARKETING
EDUTAINMENT
CITIZENS ACTIVATION
AND PARTECIPATION
THE FUTURE
PROJECT FOR A EUROPEAN INTEGRATED COMMUNICATION CAMPAIGN TO INCREASE AWARENESS OF AND PREVENT FETAL ALCOHOL SPECTRUM DISORDERS
TARGET
MOTHERS AND POTENTIAL MOTHERS (18-45) + FAMILY MEMBERS
BUSINESS MODEL
FUNDRAISING CORPORATE SOCIAL RESPONSABILITY
SERGEY OSIPCHIK SVETLANA POPOVA CAMH TORONTO GEORGIE PETKOVIĆ LAURII BEEKAM ESTONIAN TEMPERANCE UNION MARIANN SKAR EUROCARE SECRETARY GENERAL ILONA AUTTI-RÄMÖ RESEARCH PROFESSOR AND CHIEF OF HEALTH RESEARCH AT THE SOCIAL INSURANCE INSTITUTION IN FINLAND PAUL PETERS GISELA MICHALOWSKI FASD DEUTSCHLAND E.V. JESSICA CHRISTINE WAGNER ZENTRUM FÜR MENSCHEN MIT ANGEBORENEN ALKOHOLSCHÄDEN CAMPUS VIRCHOW-KLINIKUM CHARITÉ UNIVERSITÄTSMEDIZIN BERLIN MICHELE SAVAGE ANNE TIMONY MEEHAN COMMUNITY MOBILISATION OFFICER ALCOHOL FORUM YEHUDA SENECKY CHILD DEVELOPMENTAL AND REHABILITATION CENTRE SCHNEIDER’S CHILDREN’S HOSPITAL SACKLER MEDICAL SCHOOL TEL-AVIV UNIVERSITY ISRAEL MAURO CECCANTI SIFASD AUDRONE PRASAUSKIENE KAUNAS CHILD DEVELOPMENT CLINIC LOPSELIS MARIANNE MASSA EU AFFAIRS DIRECTORATE MINISTRY FOR THE FAMILY & SOCIAL SOLIDARITY OFFICE TUDOR VASILIEV FJELDE, ELI MARGRETEFJØRTOFT, ELISABETH KNUTHEIM,TERJE MAŁGORZATA KLECKA PRACOWNIA DIAGNOSTYKI I TERAPII ZABURZEŃ ROZWOJOWYCH FUNDACJA FASTRYGA KATARZYNA OKULICZ-KOZARYNPARPA ELISABETE PINTO UNIVERSITYOF PORTO MEDICAL SCHOOL TEODORA CIOLOMPEA DIRECTOR OF THE NATIONAL CENTRE FOR HEALTH PROMOTION BUCHAREST, ROMANIA ALEKSANDRA YALTONSKAYA NATIONAL RESEARCH CENTER ON ADDICTION, MOSCOW, RUSSIA CONSUELO GUERRI HEAD OF CELL PATHOLOGY LABORATORY CENTRO DE INVESTIGACIÓN PRÍNCIPE FELIPE MIGUEL DEL CAMPO CASANELLES OSCAR GARCIA ALGAR PARC SALUT DU MAR , BARCELONA KATARINA WITTGARD SWEDISH FAS FORENING PAUL PETERS DIANE BLACK EUROPEAN FASD ALLIANCE MARTHA KRIJGSHELD VOORZITTER FASSTICHTING NEDERLAND INGE VAN BALKOM LENTIS EDWARD MULDER UNIVERSITAIR MEDISCH CENTRUM UTRECHT WIM VAN DALEN NEDERLANDS INSTITUUT VOOR ALCOHOLBELEID (STAP) WIM WAN DALEN* EUCAM UTRECTH RUDI KOHL INTER/PSY FASD CLINIC, PAEDIATRICIAN SANDRA KNUIMAN BEHAVIOURAL SCIENCES - CLINICAL CHILD & FAMILY STUDIES TANYA HAUTERMANS PSYCHOLOOG NIP, GELRE ZIEKENHUIZEN, AFDELING PSYCHOLOGIE KIND EN JEUGD RAJA MUKHERJEE CONSULTANT PSYCHIATRIST / HONORARY SENIOR LECTURER SUSAN FLEISHER EXECUTIVE DIRECTOR | NOFAS-UK / NATIONAL ORGANISATION FOR FETAL ALCOHOL SYNDROME SVETLANA SIDYAK ANATOLIY VIYEVSKYY TATIANA BALACHOVA CENTER ON CHILD ABUSE AND NEGLECT DEPARTMENT OF
PEDIATRICS THE UNIVERSITY OF OKLAHOMA HEALTH SCIENCES CENTER ROB PEREIRA
WHO WE ARE
WHO WE ARE
25 COUNTRIES INVOLVED
44 ORGANISATIONS GOVERNATIVE | UNIVERSITIES/RESEARCH | ASSOCIATIONS
THE NETWORK INVOLVED PARTNERS Prospect
RESEARCH
EVALUATION
In collaboration with a scientific partner
Efficacy of the project
CREATIVE SPONSOR
Communications research centre of Benetton Group
WHAT
TWO OBJECTIVES
CREATE AWARNESS IN THE CITIZENS OF THE WHO EUROPEAN REGION ACTIVATE PUBLIC OPINION
INTEGRATED IDEA
Drinking during pregnancy hurts the child, let’s raise our voice, because we are a lot of people and it’s necessary an intervention
Several message: Information
Strong tone of communication
“You are not alone, a network
exists” Activation
COMMUNICATION CAMPAIGN
ACTIVATION: “do you know that….??? Unconventional marketing, viral, co-marketing PUBLIC CAMPAIGN: AMPLIFICATION “take an action!” Media plan: TV, newspaper, socialmedia, co-marketing
ACTIVATION
UNCONVENTIONAL
ACTION IN THE MAIN
CAPITALS
VIDEO TEASING
PRESS
PUBLIC CAMPAIGN: amplification
PRINT | TV CO-MARKETING “EXAMPLE: FREE ALCOL GLASS”
VIRAL MARKETING DIGITAL PR PETITION & CROWDFUNDING
Main social media will be used to amplify and integrate other communication tools.
WHY HERE IN BRUSSELS?
SHARE THE IDEA FIND NEW PARTNERS CREATE NETWORK ENDORSEMENT FROM POLITICIANS
CONTACTS
[email protected] EUFASD - European FASD Alliance ([email protected]) Eurocare – European Alcohol Policy Alliance ([email protected]) For the "Mamma Beve Bimbo Beve" team ([email protected]; [email protected])