Transcript Francesco Marini - European Alcohol Policy Alliance

FASD AWARENESS:
LESS TALK, DO
M
O
R
E
PROJECT FOR A EUROPEAN INTEGRATED
COMMUNICATION CAMPAIGN
TO INCREASE AWARENESS OF AND PREVENT
FETAL ALCOHOL SPECTRUM DISORDERS
Francesco Marini, Treviso july 2013
WHY
Empowerment
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%20STAMPA/RASSEGNA%20ST
AMPA%202010/PressRelease_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 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 MICHALOWSKI FASD DEUTSCHLAND E.V. JESSICA
CHRISTINE WAGNER ZENTRUM FÜR MENSCHEN MIT ANGEBORENEN ALKOHOLSCHÄDEN CAMPUS
VIRCHOW-KLINIKUM CHARITÉ UNIVERSITÄTSMEDIZIN BERLIN MICHELE SAVAGE ANNE TIMONY
MEEHAN COMMUNITY MOBILISATION OFFICER ALCOHOL FORUM YEHUDA SENECKY CHILD
DEVELOPMENTAL AND REHABILITATION CENTRE SCHNEIDER’S CHILDREN’S HOSPITAL SACKLER
MEDICAL SCHOOL TEL-AVIV UNIVERSITY ISRAEL MAURO CECCANTI SIFASD AUDRONE
PRASAUSKIENE KAUNAS CHILD DEVELOPMENT CLINIC LOPSELIS MARIANNE MASSA EU AFFAIRS
DIRECTORATE MINISTRY FOR THE FAMILY & SOCIAL SOLIDARITY OFFICE TUDOR VASILIEV FJELDE,
ELI MARGRETEFJØRTOFT, ELISABETH KNUTHEIM,TERJE MAŁGORZATA KLECKA PRACOWNIA
DIAGNOSTYKI I TERAPII ZABURZEŃ ROZWOJOWYCH FUNDACJA FASTRYGA KATARZYNA OKULICZKOZARYNPARPA ELISABETE PINTO UNIVERSITYOF PORTO MEDICAL SCHOOL TEODORA
CIOLOMPEA DIRECTOR OF THE NATIONAL CENTRE FOR HEALTH PROMOTION BUCHAREST,
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 , BARCELONA KATARINA WITTGARD SWEDISH FAS FORENING PAUL PETERS DIANE
BLACK EUROPEAN FASD ALLIANCE MARTHA KRIJGSHELD VOORZITTER FASSTICHTING
NEDERLAND INGE VAN BALKOM LENTIS EDWARD MULDER UNIVERSITAIR MEDISCH CENTRUM
UTRECHT WIM VAN DALEN NEDERLANDS INSTITUUT VOOR ALCOHOLBELEID (STAP) WIM WAN
DALEN* EUCAM UTRECTH RUDI KOHL INTER/PSY FASD CLINIC, PAEDIATRICIAN SANDRA KNUIMAN
BEHAVIOURAL SCIENCES - CLINICAL CHILD & FAMILY STUDIES TANYA HAUTERMANS
PSYCHOLOOG NIP, GELRE ZIEKENHUIZEN, AFDELING PSYCHOLOGIE KIND EN JEUGD RAJA
MUKHERJEE CONSULTANT PSYCHIATRIST / HONORARY SENIOR LECTURER SUSAN FLEISHER
EXECUTIVE DIRECTOR | NOFAS-UK / NATIONAL ORGANISATION FOR FETAL ALCOHOL
SYNDROME SVETLANA SIDYAK ANATOLIY VIYEVSKYY TATIANA BALACHOVA CENTER ON CHILD
ABUSE AND NEGLECT DEPARTMENT OF PEDIATRICS THE UNIVERSITY OF OKLAHOMA HEALTH
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
Strong tone of
communication
“You are not
alone, a network
exists”
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
VIDEOTEASING
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
[email protected]
EUFASD - European FASD Alliance ([email protected])
Eurocare – European Alcohol Policy Alliance
([email protected])
For the "Mamma Beve Bimbo Beve" team
([email protected]; [email protected])