DX3B31172

Case studies

1st of June: National Free Day The best public affairs campaign and storytelling in Eastern Europe – 2017

Challenge:

Turn 1st of June, Children`s Day, into an official public holiday.

Solution:

By initiating the first public holiday dedicated to children ever voted by a Parliament in the EU, the campaign brought the niche subject of children’s emotional health to mainstream media generating over 15.3 million PR impressions.

Results:

The goal was more bigger than just a free day – it opened a discussion about the quality time parents spend with their children.

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.

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.