evaluation and roi impact react campaign dianova portugal 2014
DESCRIPTION
REAGE | REACT multimedia campaign was developed for the Dianova Network (3 continents, 11 countries) by Externa Comunicación and Bloodymary Films (Barcelona) aiming to promote Health and raise awareness on drug addictions on 3 main environments: labour, school and family. In Portugal, the campaign has been supported by 4 graphic themes and 2 spot videos, from January to June 2014. Here’s the wrap up ROI and Social Impact results: 1.574 social advertising materials have been promoted nationwide, 5 events were held, 80 Partners and 442.423€ in Sponsorships have been raise in a close relationship, 31 in depth news were release on TV, Radio, Printed and Online Media ranging an audience of 4.7 million people, and globally 16 million People were impacted through REACT messages, materials and channels. Dianova Portugal thanks once more to all Partners and Sponsors that have contributed to this successful campaign. Collaborate with us… inspiring change!TRANSCRIPT
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“REAGE | REACT”
CAMPAIGN
EVALUATION RESULTS
SOCIAL IMPACT &
RETURN ON INVESTMENT
2014 DIANOVA PORTUGAL 26th JUNE 2014 | Rui Martins | Communication Director
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“Health is a fundamental right and a key driver for social and economic development. It is a process to allow people to have a greater control
over their health and to improve it.” in Declaração de Jacarta., 1997
Principles of Health Promotion
in Ottawa Chart (WHO 1986)
Process that aims to increase individuals and communities’ capacity to control health,
strengthening the rights and responsability for health.
Focus on programs and actions to change
behaviors and lifestyle risks such as dangerous driving or drug abuse
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CONTEXT • Addiction have increased 70% in the last decade in
Portugal (SICAD) • Increased prevalence of lifelong drug use from 7.8% to
12% in 2012 (EMCDDA) • Cannabis use among young people increased 16% in
Portugal in 2012 (ESPAD) • Use of anti-anxiety and antidepressants drugs
increased 171% and 240% in Portugal in 2014 (INFARMED)
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“REAGE | REACT” CAMPAIGN 2014 GOAL | To raise awareness on the effects and consequences of drug abuse and alcohol on consumers, families, young people and adults in
the labor, family and school contexts / environments. • "REAGE | REACT" allow us to see how, from the time of starting
using drugs, fades all that enables people to develop themselves on a constructive and happy manner: family, relationships, work, friendships, etc. .. The Spot video protagonist on the different contexts will see disappear his your world as time goes by...
• “REAGE | REACT” is a campaign that is not only intended to convey pessimism or tragedy, but a counterpoint of hope. If a drug addict has the will and motivation in himself/herself, he/she will react, overcoming the problem that affects him/her. Throughout this journey, Dianova will help her/him in making the best healthy decision for its future...
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“REAGE | REACT” CAMPAIGN 2014
TECHNICAL FACTSHEET ADVERTISING AGENCY: EXTERNA COMUNICACIÒ (Barcelona – Espanha) CREATIVE DIRECTOR: CARLOS PERMANYER ART DIRECTOR: EVA MUÑOZ ADVERTISING MOVIES PRODUCER: BLOODYMARY FILMS (Barcelona – Espanha) ACTORS: MARC TORROELLA, CARLOTA AGUSTÍ, ROSA SARRÒ, LAMBERT BONIN, EKATERINA CHANTALL, JOSEP RUÍZ, MARÍA SALGUERO, XAVIER MORO, MANEL RUBÍES, PATRICIA OSUNA, CARLOS LÓPEZ, MUSICIAN: MARC ARTÍS VOZ OFF PORTUGUESE VERSION VIDEO: MIGUEL PEIXOTO, Rádio Super FM e programa TV “5 para a Meia Noite” CLOTHING AND STYLING: ADELA LLORENS HAIRDRESS AND MAKE UP: LLUISA GASCH MAKING OFF: OKSANA GUSEVA e ORIOL BERN
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Social Awareness Campaign “REAGE” 2014 | Materials
Alcohol main Addiction
in Portugal (SICAD)
Increase of 240%
antidepressants e 171%
anti-anxiety (INFARMED)
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Social Awareness Campaign “REAGE” 2014 | Materials
Increase 16% Cannabis
Use among Young (ESPAD)
Increase 3,9% cocaine use
between 15-64 years (UNODC)
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Social Awareness Campaign “REAGE” 2014 | Materials
SPOT VIDEO 30’’ http://www.youtube.com/watch?v=FM5RuCL1NBQ
VOZ OFF
MIGUEL PEIXOTO
Rádio Super FM & program TV
“5 para a Meia Noite”.
English version
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Social Awareness Campaign “REAGE” 2014 | Materials
SPOT MAKING OFF 125’’ https://www.youtube.com/watch?v=sS-ajN6iyxY
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80 PARTNERS
Social Awareness Campaign “REAGE” 2014 | Partners
9 Agencies
& Sponsors 18 Municipalities
5 Hospitals
27 Universities
& ASA’s
21 Media
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Social Awareness Campaign “REAGE” 2014 | Channels
284 MUPIS
863 POSTERS
A3
158 POSTERS
A4
21 PRESS
ADS
1 SPOPT TV
220 FINAL ARTS
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A G ENCIES O
THERS
Social Awareness Campaign “REAGE” 2014 | Partners
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M U N I CIPALITIES
HOSPITALS
Social Awareness Campaign “REAGE” 2014 | Partners
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MEDIA
Social Awareness Campaign “REAGE” 2014 | Partners
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UNIVERSITIES
Social Awareness Campaign “REAGE” 2014 | Partners
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UNIVERSITIES
Social Awareness Campaign “REAGE” 2014 | Partners
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Social Awareness Campaign “REAGE” 2014 | Channels
FACEBOOK PAGE
https://www.facebook.com/reageestamoscontigo
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Social Awareness Campaign “REAGE” 2014 | Channels
WEBSITE DIANOVA.PT
PAGE
http://www.dianova.pt/cidadania-a-solidariedade/campanhas-de-sensibilizacao-pt/470-campanha-reage
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Social Awareness Campaign “REAGE” 2014 | Channels
MUPIS
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Social Awareness Campaign “REAGE” 2014 | Channels
PUBLICARDS NETWORK (LISBOA &
PORTO)
PRESS ADS
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Social Awareness Campaign “REAGE” 2014 | Channels
TV ADVERTISING
70 SPOTS
MEDIA &
SOCIAL NETWORKS
FACEBOOK TWITTER
LINKEDIN YOU TUBE
BLOG DIANOVA.PT
SIC SIC NOTÍCIAS SIC MULHER
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Social Awareness Campaign “REAGE” 2014 | Channels
MUPIS SUBWAY
STATIONS LISBOA
POSTERS SUBWAY TRAINS LISBOA
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Social Awareness Campaign “REAGE” 2014 | Channels
NEWS RELEASED:
ONLINE RADIO
TV
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Social Awareness Campaign “REAGE” 2014 | Events
LAUNCH BRAGA
INSTITUTO PIAGET ALMADA
CONFERENCE & WORKSHOP
COVILHÃ
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Social Awareness Campaign “REAGE” 2014 | Events
DM MARKETING
1.000
CONTACTS
CELEBRATION 26 JUNE
WORLD DAY AGAINST DRUGS
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EDM MARKETING
5.000
CONTACTS
Social Awareness Campaign “REAGE” 2014 | Events
CELEBRATION 26 JUNE
WORLD DAY AGAINST DRUG
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Social Awareness Campaign “REAGE” 2014 | Events
4 JPEG IMAGES
SOCIAL MEDIA
www.dianova.pt
CELEBRATION 26 JUNE
WORLD DAY AGAINST DRUG
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Social Awareness Campaign “REAGE” 2014 | Testimonials
"I acknowledge receipt and appreciate your communication
about Social Awareness Campaing “REAGE”. The same
was informed to all the congressman who
has place on this Commission. "
“After instruction of Lisbon’s Mayor, I
want to acknowledge receipt of your letter regarding the above
subject, which deserves our best
attention. "
“I acknowledge receipt of the letter
referring to the above subject, which
deserve our best attention and praise. We take also to wish
the greatest professional successes."
Dr.ª Maria Antónia Santos
Parliament Health
Commission
Dr. João Pires Lisbon
Municipality
Dr.ª Corália Loureiro
Seixal Municipality
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“We really appreciate your
information regarding the
awareness campaign
“REAGE", which is particularly
timely.”
“We acknowledge receipt of the letter, which
deserves our best attention.”
“We acknowledge receipt and
appreciate the infromations
about awareness campaign "REAGE"
recently completed.”
Dr. Gonçalo Sousa EMCDDA
Dr. Pedro Ramos Comunist Group in
Parliament
Dr. André Campante
Socialist Group in Parliament
Social Awareness Campaign “REAGE” 2014 | Testimonials
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“We acknowledge receipt of the letter, which deserved our best attention and
we are very grateful."
“We appreciate tge sending information
and we want to congratulate the
initiative of awareness campaign "REGE" and all the
work in the area of addiction. "
“We congratulate you on the
campaign that carried wishing much success in their work for the
promotion of health.”
Dr.ª Mariana Andrade
Central Right Group in
Parliament
Dr. Eduardo Valles Odivelas
Municipality
Dr. Manuel Cardoso
SICAD, Natinal Agency on Drugs
Social Awareness Campaign “REAGE” 2014 | Testimonials
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“We acknowledge receipt of the letter, which gained for us the best attention. "
“I congratulate Dianova for the results of the awareness
campaign REAGE, developed in school, work
and family context because of their importance in the field of health promotion and prevention of drug.”
Dr. Gil Nadais Aguéda
Municipality
Dr. Eduardo Quinta Nova
Sintra Municipality
Social Awareness Campaign “REAGE” 2014 | Testimonials
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Social Awareness Campaign “REAGE” 2014 | Media Impact
31 NEWS
RELEASED Press, TV, Radio
and Online
231.278€ ROI MEDIA Press, TV, Radio
and Online
1.038.685 AUDIENCE Press, TV, Radio
and Online
97% NEWS TONE
POSITIVE COMMUNICATION
58% ANNOUNCEMENTS
36% INTERVIEWS
6% ARTICLES
55% ONLINE
26% PRESS
16% TV
3% RADIO
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Social Awareness Campaign “REAGE” 2014 | Social Media Impact
470 FACEBOOK
REAGE PAGE
735 YOU TUBE
7.599 BLOG
39.046
DIANOVA.PT
4.684 FACEBOOK FRIENDS
& FANS DIANOVA + RM
3.577 LINKEDIN
FOLLOWERS + RM
3.253 TWITTER
FOLLOWERS + RM
58.941 ONLINE IMPACT
Data 24-06-14
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Social Awareness Campaign “REAGE” 2014 | People Social Impact
64.023 STUDENTS
UNIVERSITIES
9.533.773 SUBWAY LISBON
5.884 EVENTS
RP | DM + DeM
40.000 POSTALS
46.000 USERS /
VISITORS HOSPITALS
4.775.228 READERS
LISTENERS VIEWERS
NET VISITORS
1.664.489 INHABITANTS
MUNICIPIALITIES
16.129.447 PEOPLE SOCIAL IMPACT
Data 24-06-14
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Social Awareness Campaign “REAGE” 2014 | ROI
231.278€ ROI MEDIA
NEWS
10.000€ POSTERS SUBWAY
METRO LISBOA
15.000€ MUPIS
SUBWAY LISBON
442.423€ RETURN ON
INVESTMENT
186.145€ ROI MEDIA
SPONSPORSHIPS
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THANK YOU
TO ALL PARTNERS
FOR YOURSOLIDARITY
COLLABORATION
WITH THIS SOCIAL
AWARENESS CAMPAIGN
COLLABORATE
WITH US TO
INSPIRE CHANGE !
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Dianova Network| Hub of International Public Affairs
MISSION: To develop actions and programs that will contribute to the Personal Autonomy and Social Development.
3 Continents | 11 Countries
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Dianova recognized as Private Institution for Social Solidarity, Public Utility Association and
Non-Governmental Organization for Development
Education and Health
Promotion
Drug Abuse Treatment
Socio and Professional
Reintegration
Psychosocial Support
Training & Empowerment
(Hard | Soft Skills)
Social & Organizational
Innovation
Cooperation Culture
Oriented
Social, Economical
and Solidarity
Agent
Social Changing Promoter
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Affiliations
Protocols
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Certifications | Accreditations Dianova
ISO 9001:2008 Quality Management System (1st in Portugal since 2005)
EFR Family Responsible Entity Social Economy (1st in Portugal since 2013)
DGERT | CCPFC Training Organization (CFD) DGERT – MSESS | CCPFC – ME since 2009 | 2012
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Social Enterprise Nursery Plant
HEADQUARTERS Dianova Portugal
Therapeutic Community Quinta Lapas
Training Center Dianova
Reintegration Apartment
Psychosocial Support Center +Health
Dianova Headquarters| Operational Units (Lisbon | Torres Vedras)
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Reliablel? Commitement?
Multi-Stakeholder Cooperation Culture based on a Strong Social Capital, Strategic Partnerships &
Community Networks
• Innovative? • Good
Governance? • Social Value?
• Good work place? • Creative
team?
• Quality? • Effectiveness? • Partnerships?
• Good Corporate Citizen? • Social
Development?
Community Leaderships
Analysts Investors e
Sponsors General Public
Academy Media
Market Prescribers Health , Education, Social Professionals Potential Clients Family Opinion leaders Competition
Government Legislators Regulators Politicians Central and Local Administration Projects Analysts International Agencies
Organization Board
Staff Volunteers
Suppliers Partners
Clients “Shareholders”
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SOCIAL IMPACT 2007-2013
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Quinta das Lapas, 2565-517 Monte Redondo Torres Vedras Telf.: +351 261 312 300 Fax.: +351 261 312 322 E-mail: [email protected]| Website: http://www.dianova.pt
www.dianova.pt www.formacao.dianova.pt
http://aprendercrescerconcretizar.wordpress.com
dianovaportugal
dianova-portugal
www.apoiopsicossocial.dianova.pt