Sharing hands to combat counterfeit medicines

“Chung tay chống lại thuốc giả”

PR Proposal08 JULY 2015

AGENDA

Background & Client Brief

Objectives & Target Audience

Concepts & Communication Plan

Timeline & Project cost

Backgroundand client brief

What we get from you

The increase in counterfeit medicine and its sophisticated manner was fast becoming a global concern. It was estimated that counterfeit medicine accounted for 10 percent of the world pharmaceutical.

In 2011, the Vietnam National Institute of Drug Quality Control discovered 31 counterfeit samples including 20 herbal remedies manufactured by both domestic & foreign remedies manufactured by both domestic & foreign companies. In addition to this, nearly 1000 substandard were also found .According to Pfizer, 80% of Viagra in local market is counterfeit .

The project need creative concepts for a communication campaign to raise better awareness and educate people should not buy medicine without clear origin or online without a doctor’s prescription .The campaign will be implemented within 03 months in urban areas.

The Key

How to share hands to fight counterfeit medicines together

and keep target audience safer?audience safer?

How to effectively educate to protect audience from fake drugs and buying

medicine from clear origin is a safe choice for themselves, their

family and community?

How to communicate that

fake drugs can cause harm to

target audience and sometimes lead to

death?

objectivesobjectivesand target audience

Objectives

To encourage target audience to take appropriate actions in the fight

against Counterfeit Medicine and get them to adopt the following

behaviors

Reporting of the danger of counterfeit medicine

Buying and selling medicine only with

clear origin

Say No to fake drugs

Target audience

They are predominantly male, 35-65 years old belonging to urban areasareas

They are target audiences to consume

counterfeit medicine, especially Viagra

Some of the Insight

With target audience, many of them are lack of awareness of counterfeit medicine, Viagra is a sample, as well as information source where to buy real medicine.

Most of them don't fully understand about Most of them don't fully understand about buying and using medicine safety. Many men in urban areas are even reluctant to accept doctor’s prescription before buying medicine.

Traders and consumer are usually greedy with short term benefit but forget about the long term affection to community.

Values in LifeA part from those insight, we also define some of the important values

that strongly affect their actions

Healthy relationshipsConsent among husband and wife

Intelligent/ healthy childrenTrue family happinessBeauty/ love in life

Some of the guidelines

It is important to link expected behaviors to values in life to

encourage action taking

Communication messages need to be strong enough to

impact the conservative minds

Voice communication message which last for 60s can allow

explaining detail of the expected behavior in connection with

a specific situation in real life.

Humor should be used in attracting audience in 60s

Threat awareness can also be used to warn people from

buying fake medicine

Both voice and visual messages should be simple, clear, easy

to understand

Campaign can be enhanced by series of road show

performances

broadstrokesconcepts & communication plan

Task 1: Communication strategy“

“Sharing hands to combat Counterfeit Medicine” Chung tay ngăn chặn thuốc giả

Road showsPrintsExpertsLocal TVs,

Road showsPrintsExpertsRadios

Target audience: Men 35-65 in Urban areas

Diagram 1: Communication model

Task 2: Voice messages script concept development

Agency needs to develop voice recording creative concepts to raise awareness and adopt following behaviors:

a. Reporting of the danger of counterfeit medicine

b. Buying and selling medicine only with clear origin

c. Say No to fake drugs and sharing hands to combat

and protect yourself, your family, your community

a) Behavior 1:Reporting the danger of counterfeit medicine

Concept: Family consents.

Situation:

•Husband and wife discuss about having happy life.

•Wife thinks one of the ways is to take care of health from little

things such as buying medicine at clear sources to assure the

safety.

Development:Development:

Wife explains to husband about the danger of counterfeit medicines

and how to avoid, recognize counterfeit medicine

Conclusion:

•Husband agrees to have regular health check and buy medicine

upon doctor’s prescription

•The agreement show the respect between husband and wife and the

value of husband-wife consent

Script 1

b) Behavior 2:Buying medicine & selling medicine only with clear origin

Concept : Good colleague to good things to help Situation:

A male colleague talk about purchasing medicine because he wants to enhance health.

Other colleague advices buy drug in licensed stores

Development:

His relative who took fake medicine now stay in hospital which may lead to serious illness

Colleague explains and emphasizes about the importance of purchasing medicine with clear origin and the danger of buying counterfeit medicine

Conclusion:

College now understand and willing to tell other friends about this danger

Script 2

c) Behavior 3: Say No to fake drugs & Sharing hands together to protect yourself, your family, community

Concept : Never do bad things to neighbors Situation:

Buyer and seller talking at the medicine store

Recall the last purchase of counterfeit medicine which harm buyer’s husband health

Development Development

Buyer admit her mistake with deep regret because she was greedy with cheap source of medicine

She never do it again in her trading

Conclusion

Buyer happy to see seller changes her perception and action

Agree that we never buy fake drug due to cheap price and should only buy medicine with clear origin

Script 3

NOTE:

• It will be worthy to use one concept to be selected for all communication channels (TV, Radio, Print) to deliver one consistent message which will have much stronger impact to target audience in such a short time period and, save to target audience in such a short time period and, save communication budget at the same time.

• Selected script need to be revised and localized to fit with target cities/provinces in term of cultural context and local language.

Task 3: Expert/professional talk

• Provides reliable professional advice to target audience

Talk show on TV

• Information via experts is reliable and spread by word of mouth

Interviewwith expertonpublication

Expert Talks 1. Expert Talks on TV

Objectives

To become customers’ advisor/experts that give tips and techniques in taking care of good heath, mentioning to the prevalence of fake drugs, Viagra in local market

To show that having experts to give target audience advices are extremely important, especially in this field .

Format: Expert talks on TV

Option 1:

Having an expert/ professional about men’s heath issues to talk on a TV show i.e People’s Health on HTV1

The talk will mainly be about issues that Viagra or similar drugs are concerned to men’s health

Topics Samples: Why safety in sex is extremely important to men?

Expert Talks 1. Expert Talks on TV (Cont.)

Option 2:

- Conducting a short film reportage on HTV1

- The film will mainly be about current danger of counterfeit

medicines especially Viagra, activities lead to stop fake drugs.

And emphasize buying medicine from clear supplier is a safe

way to protect your health. The more you know about your way to protect your health. The more you know about your

medicines and the more you talk with your health care

professionals, the easier it is to avoid problems with medicines.

Topic samples:

- What are counterfeit drugs?

- What are the dangers of counterfeit drugs?

- Where are counterfeit drug found?

- What is being done to help ensure that audience receive safe

medications

- How can audience avoid counterfeit drugs

Expert Talks 2. Expert Talks on Newspaper

Objectives

A family doctor to give tips and techniques in in different

situations of safe medicine use.

By giving customers valuable advices in this healthcare sector in

order to raise their awareness about danger of counterfeit order to raise their awareness about danger of counterfeit

medicine and get familiar with buying medicine with doctor’s

prescription.

Activities

- To pitch coverage on the mainstream media like Family’s Health,

Health & Life, Family’s Doctor

Task 4: Print message concept development

Behavior 1Reporting of the danger of counterfeit medicine

Behavior 2

Buying and selling medicine only with clear origin

Behaviour 3Say No to fake drugs and sharing hands to protect

yourself, your family, your community

Task 5: Road show even concept

Direct interaction Communication messages will be in the form of edutainment which is easy to

understand, easy to be accepted and have a long remain in audience’s minds.

To implement the road show, agency will contract with local performance groups. In each province, we will work with a local play group to develop the road show program. Agency will manage the road show and by that, we will do the following activities:

First we will coordinate with the performance groups to develop the play scripts and to make sure that the plays bring key communication messages about expected behaviors. By the same time, we also develop the overall program run down of the performance night including welcome speech by Client’s representative and local authorities, other additional performance such Client’s representative and local authorities, other additional performance such as songs and music. The script and the overall program run down will be submitted

After approval, the performance group will practice themselves and the final rehearsal will be observed by Agency and Client.

One performance will be carried out at target province. Communication about the performance will be made 1 week earlier to attract local target audience. Invitations will be sent to target audience …with support from local authorities to make sure the events reach the right target audience. In the event, printed materials will be distributed to enhance the communication effectiveness. Local Tv and press will be also invited to report the news on local media which will again add on other information source for the overall program.

Work schedule & Budget

Detailed Work Plan

Budget and fees

***See attached excel file

WHAT WE EXPECT FROM YOU (client)EXPECT FROM YOU (client)

•Sound understanding of your issues and clear

background briefing

•Good information/fast responses•Good information/fast responses

•Access to relevant people

•Source of data, research and contacts

•Feed in new developments as they happen

•Co-ordination of press interest/enquires to central

point

•Regular update meetings; reviews, way forwards

•Solidarity and focus for communications objectives

THANK YOU