CASE STUDY “The professionally led “Thank You, We’re Leaving” campaign showed how crucial communications support can be. The cooperation between

the Czech Doctor’s Trade Union and Ewing Public Relations can be simply characterized by the words professionalism, partnership and support."

Martin Engel, Chairman LOK-SČL

Czech Doctors' Union“Thank You, We’re Leaving“Strategy development, campaign planning, crisis preparedness + communications, media spokesperson training, event planning + management, guerilla marketing, creative design + execution

THE CHALLENGE

20 years after the fall of the iron curtain, Czech doctors were amongst the worst paid and best trained in Europe – with wages starting at just 4,50 Euro per hour.

To make ends meet, most doctors worked as much as 150 hours of overtime each month. Unfortunately repeated complaints to the government about systemic failures across the healthcare system had fallen on deaf ears.

Ewing PR worked with the Czech doctors’ union to plan a high-impact campaign with one dramatic focus: to convince as many Czech hospital doctors as possible to join their colleagues in demanding change… or resigning in protest at year’s end.

The complex, highly-charged campaign adopted a strategically aggressive tone, with a slogan that read “Thank You, We’re Leaving.” At its core was a ‘road show’ featuring four doctors who visited hospitals across the country each day, generating support, coupled with intense media and crisis communications.

THE SOLUTION

They appealed directly to their colleagues, inviting them to join their cause. They met with local journalists, and also passed along information to the public. A call center answered individual questions and tracked the doctors who agreed to resign, offering them support from legal counsel.

Creative elements, such as a ‘count-down’ clock, a branded ambulance, and other campaign visuals helped maintain a high level of media interestfor 4 straight months.

THE SOLUTION

THE RESULTS

The roadshow went to 59 cities, 63 hospitals, and travelled a total of 8500 km.

By December 20th, a total of 3837 Czech hospital doctors resigned from their positions – a 770% increase from the 500 committed at the start of the initiative on September 15th.

After a 78-day roadshow, two full months of negotiating and two days before the hospital doctors were no longer going to come to work, the Czech government capitulated, agreeing to more funding for doctors and hospitals as well as support for additional healthcare system reforms.

THE RESULTS

Top-most-covered Czech media story for the last quarter of 2010 and first two months of 2011.

Awareness: Public opinion research (January 2011) showed that 98% of the Czech public were aware of the campaign.

AWARDS

This campaign was awarded:2011 CEE Sabre Award2011 Global Sabre Award 2011 Grand Prize Czech PR Award