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Case studies

Holcim: Launch of the first Romanian digital workbook (2013)

Daniel-Bach-si-Remus-Pricopie

Challenge:

Client Holcim invested in the first digital workbook, and wanted to secure the full endorsement of the Minister of Education in person, within the launch event.

This was a challenging task, because of the Minister’s own agenda on digital education, and also due to other competitive projects.

 

Solution:

Point Public Affairs approached the challenge with extensive research and preparation, including a detailed analysis of all involved factors and careful message construction.

Primul-manual-digital

 

Results:

Point Public Affairs’ efforts were rewarded with a huge success, as “The Green Lesson – Create your own Environment” became the first digital workbook officially approved by the Minister of Education to be included in the platform manuale.edu.ro. Furthermore, the digital workbook was launched in partnership with the Ministry of Education. The Minister of Education also made a live demonstration of the digital manual, in front of the TV cameras, on an iPad. The entire event received extensive media coverage, including the Minister of Education’s tailored quote provided for the press materials.

IREX: Future Communities (2013)

irex2

Challenge:

Open Innovation Fair aimed to bring together innovation projects in Romania, to inspire industry professionals, decision makers, entrepreneurs, the civil society and general public. The event showcased specific applications of technologies in communities and generated dialogue on how we can move from the one-off or pilot to national and EU-wide policies. The main challenge faced was to connect EU decision makers with local authorities, and together to foster national policies innovation-related. Furthermore, we needed to ensure that IREX’s event and mission were successfully promoted among high level decision makers, and handle all relevant implantation elements.

Solution:

Our expert team contributed significantly by developing an extensive strategy for approaching high level decision makers and ensuring the correct implementation of the tactics.

Results:

A huge success, the event was attended by the Vice-President of the European Commission and responsible for Digital Agenda, Neelie Kroes, and by Commissioner Dacian Ciolos, responsible for Agriculture. At national level, the event was attended by top representatives of the Romanian Government, including: the Minister of Telecommunication, the Minister of Education, State Secretaries, deputies, as well as numerous journalists. Furthermore, the event was showcased under the umbrella of the Romanian Government.

GSK: Smile Romania in the Romanian Parliament (2013)

Challenge:

Perhaps even more than the rest of the Romanian health system, oral health faces serious funding and legislative problems.

In this context, GSK’s Smile Romania campaign aimed to gain political support for the necessity of oral health measures and raise awareness over the GSK CSR activities.

Since this was a brand related campaign, it was difficult to promote it to the decision makers.

Solution:

Point PA’s strategic approach was to take the campaign directly to the legislative source: the Romanian Parliament. With the help of young campaign ambassadors, the campaign was discussed in the Healthcare committee, and lawmakers were invited to express their support.

Results:

More than 50 political groups leaders, political KOLs and politicians (covering the whole political spectrum) signed the campaign billboard, expressing their support. This active presence in the healthcare committee also generated extensive media coverage, including interviews with politicians.

ARAM & Ecorom: Promote selective collection system (2012)

aram

Challenge:

In a tightly regulated sector, our client aimed to convince politicians and decision makers at central and local level to deliver our messages in favor of selective collection system. The main challenge was to create discussions about the legislative framework in the field, the difficulties in implementing legislation at local level, the necessity of accessing European funds and how to learn from local success/failure stories.

Solution:

Point Public Affairs created a clear strategy of correctly engaging all essential stakeholders. The team implemented this through carefully put together communication tactics over a longer period of time.

Results:

A remarkable success was achieved, as the first roundtable ever organized in Covasna county took place. As a result, a position paper was disseminated to all politicians and decision makers at central level in order to deliver our messages in favor of selective collection system, and the campaign received extensive media coverage.

Merck Sharp & Dohme: Remove fears, start healing! Relaunch of the HPV Vaccination Program (2011)

Challenge:

In 2009, the Romanian Health Ministry launches a HPV vaccination campaign that ends up a failure, due to poor communication with parents, patients and medical staff. Moreover, public acceptance regarding this vaccine remains very low.

In this context, a relaunch of the HPV vaccination campaign is planned, with the purpose of increasing public acceptance towards this idea.

Solution:

Carefully analyzing what went wrong in the past, our experts concluded that defective communication with the stakeholders was the main issue to be addressed. To prepare the relaunch, Point Public Affairs put together a cohesive strategy and implemented a wide range of efficient tactics.

Results:

The initial campaign was a remarkable success. Its results included the engagement of the main stakeholders for official support for a new vaccination campaign, increasing awareness of the necessity of this campaign among decision makers and the general public and changing general practitioners’ perception regarding the HPV vaccination. Establishment of the national HPV vaccination program addressed to young girls between 10-16 years together with Ministry of Health is currently under negotiations.

Note: the media relations and the organization of the event from the Athenaeum and the Flash-Mob from the Unirii Metro station were organized by McCann PR, with the support of Point Public Affairs.

PCC: State aid case (2008)

Combinatul Oltchim poate fi vazut in Ramnicu Valcea, duminica, 10 august 2014. GABRIEL PETRESCU / MEDIAFAX FOTO
Foto Gabriel Petrescu, Mediafax

Challenge:

In 2009, PCC, the minor shareholder of Oltchim, was threatened with a severe diminishing of its stake in Oltchim by a draft law attempting to convert the debts of the company to the state into shares, thus increasing the stake of the state. The challenge was to help our client by blocking the draft law until the approval by the EC of the state aid.

Solution:

Our experts used their extensive knowledge of the legal system to develop a comprehensive position paper regarding the draft law, which was infringing the EC Treaty and the Romanian Constitution. The tactics applied to promote our position included efficient stakeholder engagement mechanisms in the Parliament and Government.

Results:

The draft law was successfully blocked.