Rak'n'Roll Foundation Promo, Case study WIN YOUR LIFE by Euro Rscg Warsaw


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Industry Charities, Foundations, Volunteers, Against Cancer
Media Promo & PR, Case study
Market Poland
Agency Euro Rscg Warsaw
Creative Group Head Michał Warecki
Creative Director Jacek Maciejewski
Released August 2012

Credits & Description

Category: Charity and Not for Profit
Managing Director: Katarzyna Przewuska (Euro RSCG Sensors)
Consulting Director: Patrycja Rzucidlo-Zajac (Euro RSCG Sensors)
Consultant: Anna Florianczyk (Euro RSCG Sensors)
Group Head Director: Małgorzata Wroblewska (Euro RSCG 4D)
Creative Director: Jacek Maciejewski (Euro RSCG 4D)
Creative Group Head: Michał Warecki (Euro RSCG 4D)
Media placement: Media Relations (Ekspert Positioning) - WYSOKIE OBCASY (MAIN COVER). GAZETA WYBORCZA (SPECIAL INSERT), GLAMOUR, TVN, POL - Since January 2010
Media placement: Press Conference (Calender) - POLSKA THE TIMES, DZIENNIK POLSKI, ZYCIE NA GORACO, TWOJ STYL, GAZETA WYBORCZA - 8 March 2010
Media placement: Press Realase (Braclet) - GAZETA PRAWNA, TWÓJ STYL (MAIN COVER), POLITYKA, PANI, PARTY, PRADNIK DOMOWY, SH - 15 May 2010
Media placement: Media Relations (Waiting Room) - TVN, TVP, TWOJ STYL, GAZETA WYBORCZA, GAZETA PRAWNA, - Since March 2010

Summary of the Campaign
Is it appropriate to speak about cancer using associations with subversive music subculture? Rak’n’Roll* Win your life campaign shows it is a right direction! This campaign is like a good movie, with an unusual, beautiful and brave woman, unexpected, big love and marriage, and – in a leading role – a villain complicating everything… - cancer. This is a true story of a woman struggling with cancer while pregnant, who thanks to her own determination gave birth to a healthy son. This was the beginning and a reason for Rak’n’Roll foundation and an accelerator for the Rak’n’Roll Win your life campaign.
Rak’n’Roll foundation was established by a woman struggling with cancer while pregnant. This experience inspired her to initiate activities designed to help people in similar situations. By creating patients’ “subculture”, the foundation meets their everyday needs and constitutes an original support group, while focusing mostly on fighting stereotypes and discussing difficult and embarrassing subjects in an open manner.
* Rak’n’Roll. Wygraj życie – Rak’n’Roll. Win your life. The name of the foundation plays on the similar sound of the words “rock” and “rak” (cancer) in Polish

The Situation
Despite numerous campaigns, cancer remains a taboo in Poland, especially if we focus on pregnant woman with cancer. Patients are left to themselves, with healthy people paralysed with fear of discussing their condition. Cancer continues to be a predominantly fatal disease in Poland, thus the majority of campaigns focuses on the prevention of the problem, very rarely taking up the subject of “what next?” and how to live. By creating a patients’ “subculture” of sorts, the Foundation meets their everyday needs and constitutes an original support group, while focusing on fighting stereotypes and discussing difficult subjects in an open manner.

The Goal
In Poland, 140,000 are diagnosed with cancer, approximately 90,000 die from the disease. Late diagnosis, lack of awareness and fear of disease are the main reasons for this high mortality rate.

Goals: building awareness about possibility of treatment for pregnant women with cancer. Promoting the new foundation; building the foundation’s recognisability as an institution helping people suffering from cancer. Collecting funds for the foundation’s statutory activity.

Target group: women who have suffered or are currently suffering from cancer, especially pregnant woman, people around them: family, friends, along with the media and widely understood public opinion.

The Strategy
Communication strategy:
Communication based on association with rock’n’roll music. Much like rock’n’roll used to be the inspiration to fight for freedom and be active, the foundation’s philosophy lies in using positive energy to encourage cancer patients to effectively fight the illness. Rak’n’Roll is sort of a subculture, which wants to play out its fight with cancer in a loud, colourful and joyful manner. This philosophy encompasses such projects of the foundation as the calendar with a rock music theme or the very “rock’n’roll” red string bracelet.

1. Launch – screening of a documentary film 'Magda. Love and Cancer'– the film about the founder of Rak’n’Roll - broadcast by the public television TVP. A week before the TV broadcast, a special preview was organised with the participation of journalists. Positioning of the Magda - communication focused on the true story of the founder.
2. Rak’n’Roll Star Calendar – celebrated photographer Andrzej Świetlik took pictures of 16 women suffering from cancer, posing as rock stars. Unique photographs shot in the style of most celebrated album covers.
3. Rak’n’Roll bracelet in cooperation with Lilou company – special, limited line of bracelets (a kind of talisman for Rak’n’Rollers). Involving top Polish stars, who wear the bracelets and encourage people to buy them.
4. Rak’n’Roll waiting room – funds from the sales of bracelets and calendar were intended to renovate waiting rooms in oncologic clinics which are dull, crowded and depressing.

Documented Results
- Large, national interest in the materials about Magdalena Prokopowicz – interviews were broadcast at peak times by leading national TV networks, morning shows, news broadcast, main radio stations, popular magazines. In a vast majority of publications and broadcasts (90%) journalists conveyed all the key messages of the campaign – as a result we have managed to obtain the intended reception of the activities.
3 covers in top woman magazines, over 250 media messages.
- Social media: Facebook – over 3,900 fans;
- Blog written by Magda Prokopowicz - over 180,000 people;
YouTube – over 4,000 views of the teaser of the documentary;
- Magda Prokopowicz (founder) is a regular expert on TV and radio programs for oncology
- The vast recognition of Foundation (lots of offers of cooperation, constant media attention the foundation of projects, awards for work)
- More than 500 people supported the foundation, buying a limited edition bracelet and calendar.