Ministry Of Health And Social Development Of Russia Promo, Case study I’M A DONOR


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Industry Charities, Foundations, Volunteers, Blood Donation
Media Promo & PR, Case study
Market Russia
Released August 2009

Credits & Description

Category: Public Sector
Product/Service: BLOOD DONATION
Head of FMBA: Vladimir Ujba (Federal Medical Biological Agency of Russia (FMBA))
Assistant to the Minister of Health and Social Development of Russia: Sophia Malyavina (Ministry of Health and Social Development of Russia)
Deputy Head of FMBA: Dmitriy Zverev (Federal Medical Biological Agency of Russia (FMBA))
Head of the Blood Service of Russia Organization Administrative Office: Vera Bogdanova (Ministry of Health and Social Development of Russia)
Head of Social Communications Committee: Julia Gryaznova (Russian Public Relations Association)
Deputy Department Director: Vadim Rakhmatullin (Ministry of Health and Social Development of Russia)
Head of Priority Communications Projects Department: Artem Korotkov (Ministry of Health and Social Development of Russia)
Communications Projects Director of the Blood Service development program: Alena Konkina (Ministry of Health and Social Development of Russia)
Communications Projects Manager of the Blood Service development program: Anna Golutvo (Ministry of Health and Social Development of Russia)
Head of the Center: Olga Grishina (FMBA Blood Center)
Chief Exectutive Officer: Andrey Barannikov (SPN Ogilvy)
Head of Corporate and Public Affairs Practice: Leonid Kolodkin (SPN Ogilvy)
Deputy Head of Corporate and Public Affairs Practice: Tatiana Perelman (SPN Ogilvy)
Account Director: Anna Vi (SPN Ogilvy)
Commercial Director: Alexandra Veselova (MUZ-TV)
TV-buying director: Tatiana Shipilova (Vivaki Russia)
Media Director: Violeta Rodionova (ZenithOptimedia Russia)
Deputy General Director: Vladimir Chopov (TNT TV network)
Head of Creative Group, Senior Art Director: Maksim Sevostjanov (Znamenka)
Creative Director: Ruslana Kharitonova (Znamenka)
Media placement: TV PSA Campaign (2008 - 3 Spots, 2009 - 6 Spots) - 2008 - Nationwide And Local Airings; 2009 - 11 Nationwide TV Channels - 01.11.2008; 20.10.2009
Media placement: Radio PSA Campaign (2008 - 3 Spots, 2009 - 4 Spots) - 2008 - Nationwide And Local Airings; 2009 - Nationwide Airings - 01.11.2008; 20.10.2009
Media placement: OOH (2008 - Boards 3*6; 2009 - Boards 3*6 And 1.2*1.8, City Screens, 1 Spot) - 2008 - 21 Regions; 2009 - Boards: 31 Regions, Video Spot: 12 Screens In Moscow - 01.11.2008; 01.11.2009
Media placement: Online Campaign (2008 - Banner Ads, Context Ads; 2009 - Banner Ads, Virals) - News Portals, Search Engines, Blog Platforms, Youth Portals, Social Networks - 03.11.2008; 20.10.2009
Media placement: Social Media (Communities On 3 Blog Platforms, Groups In 2 Networks, Forums) - LiveJournal, LiveInternet, Blogs.Mail.Ru;;, etc. - 01.11.2008
Media placement: Media Support Of The World Donor Day - All Nationwide TV Channels, Nationwide Print Periodicals, News Internet Portals - 11.06.2009
Media placement: Special TV Project On The World Donor Day - TNT TV,, - 14.06.2009
Media placement: Media Support Of The 1st All-Russian Donor Saturday - Integration Into A Reality Show, Nationwide TV, Print And Online Coverage - 15.07.2009
Media placement: Special Interactive TV Project - MUZ-TV (Musical TV Channel), - 20.10.2009
Media placement: Indoor Screens In Business Centers (1 Spot) - Moscow, 585,000 Views - 23.11.2009

Summary of the Campaign
Addressing a catastrophic lack of blood donors in Russia (only 31% of the sufficient number by 2008!), the Ministry of Health launched a 5-year communications programme to encourage more peolple to donate blood and more frequently. A unique strategy was worked out - building a social institution of blood donation. The campaign embraced 21 regions in 2008 and 47 in 2009, addressing potential donors (nearly all the adult population), the Blood Service, media, government, business, NGOs, educational institutions and churches. It integrated over 1500 events (over 10 formats), 2 nationwide PSA campaigns, creation of a blood donation web portal and a nationwide hotline, traditional and social media activities, visual identity design and a corporate culture programme for the national Blood Service. The 2008-2009 campaigns generated 9500 media impressions, positive changes in public opinion and motivation to donate blood, reducing fears about blood donation. After the 2008 campaign donor number on transfusion stations in target regions grew by 30%; after 2009 the donor number grew by 4% NATIONWIDE (including 36 NON-target areas), achieving the sufficient level in several regions. A wave of response initiatives from ALL audiences (organizing events, distributing materials, creating corporate donor teams, etc.) showed that the new institution came to life.

The Goal
Strategic goal: to achieve the sufficient number of recurrent donors. Objectives: - Educate the public about blood donation. - Integrate efforts of all parties able to contribute to blood donation development. - Create social relationships that motivate people to give blood frequently. - Strengthen the public trust in the Blood Service. The effectiveness of the campaign was traced by donor number dynamics, public opinion changes and media coverage. The planning was based on the research of successful donation support practice in the USSR and abroad (open sources, archives) and the current situation in Russia (statistics, media coverage and polls in the regions concerned).

2008: - An average 30% growth in donor numbers! (transfusion stations in target regions) - 230,000 people and 711 journalists visited events, 19,700 became donors. - 32,000 hotline inquiries. - 65,000 unique website visitors. - 1880 publications. Media interest growth: 240% in target, 185% in NON-target regions! Negative coverage reduced by five times! 2009: - 7597 publications. Negative coverage - less than 1%! - 583,202 unique website visitors. - 147,384 hotline inquiries. - 2 nationwide and 40 regional companies became campaign partners. - Compared to 2008, donor number grew by 4% nationwide (including NON-target regions), reached European level in several regions! - Share of those who’ve ever given blood grew from 30%(2008) to 44%; donors aged 18-34 - from 38 to 54% (poll data). - Increase in social motivations (saving lives) vs. individual (helping relatives, etc.); weakening of fears. - Response initiatives from all public: the institution came to life!

2008: November-mid-December, 21 regions. 2009: September-mid-December, 47 regions. - Launching (‘I’m a Donor’) and a nationwide hotline. - Engaging top health and government authorities as speakers/participants. - All Russian video press conference - 300 journalists from 21 regions. - Media competition ‘Best publication on blood donation’ (2008) - 200 entries. - Specific event formats for each audience: media seminars at blood stations; open lessons in schools; blood drives in enterprises, local governments, universities; citywide events; flash-mobs; roundtables, etc. 2008 - 511 events in 1.5 months, 2009 - 1008 events in 3.5 months. - Integration into public events. - Nationwide PSA campaigns (2008, 2009). - Online: creating communities; viral campaigns, etc. - Creating Public Blood Donation Councils (14 regions). - Partnership agreements with companies. - Blood Service corporate culture program: Blood Service visual identity. Staff trainings on communications with donors. Publishing The Blood Service newspaper. All-Russian Blood Service Forum (from 2008 annually).

The Situation
Accident victims, surgeries, complicated childbirth... Every 3rd person needs a blood transfusion at least once in his or her life. Many, e.g. cancer patients, depend on blood transfusions. Blood can’t be synthesized. While the average donor number in Europe was 40 donors per thousand people (which is considered sufficient). In Russia it was 12.5 per thousand by the end of 2007. The donor base was shrinking and ageing. The Ministry of Health and Social Development for Russia initiated a 5-year campaign that sought to expand the regular donor base by promoting mass voluntary blood donation.

The Strategy
Building the Social Institution of blood donation: donors should feel part of a community fulfilling a vital function, be motivated by the social status and public acknowledgement. Blood donation should become standard. Target audiences: - Those constituting the institution: donors (current, potential), recipients, Blood Service personnel, government, NGOs dealing with donation or related issues - ‘External’ audiences: media, businesses, educational institutions, churches and NGOs dealing with other issues. Building an institution takes years. The 2008-2009 campaigns aimed to launch this process. 2008 focus: - Defining basic values of the institution - Establishing communication channels and formats to connect members with each other and other institutions - Engaging the audiences with the campaign and guiding their interaction; - Initiating voluntary public initiatives. 2009 focus: - Improving the institution’s ideology. - Creating a pool of key opinion leaders who set an example. - Expanding the partner network. - Increasing the self-regulation level of the institution.