F AS D AW AR E N E S S : 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
Citizens’ empowerment Citizens have to - gain awareness - be enabled to make informed choices
to make the right choices
THE PAST
2010 Awareness
The buzz of the web http: //www. mammabevebimbobeve. it/PDF/RASSEGNA%20 STAMPA/RASSEGNA%20 ST AMPA%202010/Press. Release_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 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
WHO WE ARE SERGEY OSIPCHIK SVETLANA POPOVA CAMH TORONTO GEORGIE PETKOVIĆ LAURII BEEKAM ESTONIAN TEMPERANCE UNION MARIANN SKAR EUROCARE SECRETARY GENERAL ILONA AUTTIRÄMÖ RESEARCH PROFESSOR AND CHIEF OF HEALTH RESEARCH AT THE SOCIAL INSURANCE INSTITUTION IN FINLAND PAUL PETERS GISELA MICHALOW SKI FASD DEUTSCHLAND E. V. JESSICA CHRISTINE W AGNER ZENTRUM FÜR MENSCHEN MIT ANGEBORENEN ALKOHOLSCHÄDEN CAMPUS VIRCHOW -KLINIKUM CHARITÉ UNIVERSITÄTSMEDIZIN BERLIN MICHELE SAVAGE ANNE TIMONY ME E HAN COMMUNITY MOBILISATION OFFICE R ALCOHOL FOR UM YE HUDA SE NE CKY CHILD DEVELOPMENTAL AND REHABILITATION CENTRE SCHNEIDER’ CHILDREN’ HOSPITAL SACKLER S S M E D IC AL S C H O O L T E L-A V I V U N IVE R SITY ISR AE L M AU R O C E C C AN TI S IFAS D AU D R O N E PRASAUSKIENE KAUNAS CHILD DEVELOPMENT CLINIC LOPSELIS MARIANNE MASSA EU AFFAIRS DIRECTORATE MINISTRY FOR THE FAMILY & SOCIAL SOLIDARITY OFFICE TUDOR VASILIEV FJELDE, ELI MARGRETEFJØ RTOFT, ELISABETH KNUTHEIM, TERJE MAŁGORZATA KLECKA PRACOW NIA DIAGNOSTYKI I TERAPII ZABURZEŃ ROZW OJOW YCH FUNDACJA FASTRYGA KATARZYNA OKULICZKOZAR Y N PAR PA E LISABE TE PIN TO U N IVE R SITY OF PO R TO M E D ICAL SCH O O L TE O D O R A CIOLOMPE A DIR E CTOR OF THE NATIONAL CE NTR E FOR HE ALTH PROMOTION BUCHAR E ST, 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 , BAR CE LON A KATAR IN A W ITTG AR D SW EDISH FAS FOR E N IN G PAU L PE TE R S DIAN E BLACK EUROPEAN FASD ALLIANCE MARTHA KRIJGSHELD VOORZITTER FASSTICHTING NEDERLAND INGE VAN BALKOM LENTIS EDW ARD MULDER UNIVERSITAIR MEDISCH CENTRUM UTRECHT W IM VAN DALE N NEDERLANDS IN STITU U T VOOR ALCOH OLBE LE ID (STAP) W IM W AN DALE N* E UCAM UTRECTH RUDI KOHL INTER/ PSY FASD CLINIC, PAEDIATRICIAN SANDRA KNUIMAN BEHAVIOURAL SCIENCES - CLINICAL CHILD & FAMILY STUDIES TANYA HAUTERMANS PSYCHOLOOG NIP, GELRE ZIE KE NHUIZE N, AFDE LING PSYCHOLOG IE KIND E N JE UG D R AJA MUKHE R JE E CONSULTANT PSYCHIATRIST /HONORARY SENIOR LECTURER SUSAN FLEISHER EXECUTIVE DIRECTOR | NOFAS -U K / NATIONAL ORGANISATION FOR FETAL ALCOHOL SYNDROME SVETLANA SIDYAK ANATOLIY VIYEVSKYY TATIANA BALACHOVA CENTER ON CHILD ABUSE AND NEGLECT DEPARTMENT OF
WHO WE ARE 25 COUNTRIES INVOLVED 44 ORGANISATIONS GOVERNATIVE | UNIVERSITIES/RESEARCH | ASSOCIATIONS
THE NETWORK INVOLVED PARTNERS Prospect
RESEARCH EVALUATION Efficacy of the project In collaboration with a scientific partner
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 Several message: Information Drinking during pregnancy hurts the child, let’s raise our voice, because we are a lot of people and it’s necessary an intervention “You are not alone, a network exists” Strong tone of communication Activation
COMMUNICATION CAMPAIGN ACTIVATION: “do you know that…. ? ? ? Unconventional marketing, viral, comarketing 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 awareness@eufasd. org EUFASD - European FASD Alliance (diane. black@eufasd. org) Eurocare – European Alcohol Policy Alliance (tizianacodenotti@hotmail. com) For the "Mamma Beve Bimbo Beve" team (stefania. bazzo@gmail. com; fmarini@ulss. tv. it)