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”.

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

Strategic formula

Public opinion

Modern pain management

methodologies

What do we want ?

Policy makers &

Health care officials.

Who should do it?

Modern pain management

methodologies

Strategic formula

Accumulate a critical mass of

supporters

BIG enough to cause changes.

Policy makers &

Health care officials.

PRESSURE PRESSURE

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

• 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

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.

Smile event Smile event

Street event Street event

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

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

Thank you for your attention Thank you for your attention

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

TIMELINEChannel Septe

mber 25

October dfg

dfg dfg dfg dfg dfg

Unveiling personal stories- Nanuka Show program

Launch of the web site

Concert promotional commercials

Print Media