Mikhailov & Partners Reach Finals of SABRE Awards 2014
Communications Campaign in Support of Health Screening Project For the Russian Ministry of Health has been shortlisted for the SABRE Awards 2015 EMEA.
A poor prevention culture and disregard for one’s state of health are common behaviours in many Russians. It was therefore important to communicate vividly and emotionally that one must not disregard such vitally important procedures as regular screening of the entire body and heath check-ups. To capture as wide an audience as possible we developed an integrated communications strategy incorporating actions aimed at both the professional community and target groups of the population, together with an information programme, advertising campaigns and digital projects.
To inform and attract the attention of young people to the screening programme, we created a “provocative” viral video clip entitled “Only for 21 and Older”, in a contemporary format familiar to the younger audience – infographics - we talked about how and, most importantly, why it is necessary to have timely and regular check-ups. Another element of the integrated programme was a joint project with RussOutdoor, Russia’s biggest outdoor advertising operator, and the Do You Care?! social project. The social advertising campaign covered the entire country: in January 2014, posters went up on Russ Outdoors surfaces all over Russia, urging Russians to think about their health. For two months, more than 800 billboards urged people to go for a health assessment in a campaign that was run entirely free of charge.
Thanks to the integrated manner in which the project was designed, it managed to cover a large audience. The viral video clip was viewed more than 1 million times during the first week alone and became a Youtube favourite, attracting a total audience in excess of 1.2 million. Thanks to the explanatory work in the press and the emotional billboards placed all over Russia the rate of health screening increased significantly by the end of the year, with between 70 and 100% of the adult population in 21 regions taking part. But most importantly, according to surveys on the outcomes of the campaign, over 20.3 million adult Russians had been screened during the project.
The competition finalists have been chosen from a number of entrants: over 2,000 applications were submitted for the SABRE Awards 2015 in the EMEA region. The winners will be announced on 19th May at a gala dinner in London.
The international SABRE Award for branding, reputation management and public relations was established over 10 years ago by the global professional publication The Holmes Report. Every year, leading communications and PR agencies from around the world enter their most exciting and effective projects and solutions in the competition. The projects are judged by top European experts in the fields of public relations and marketing communications.