„Pozostań Sobą” Hormonalna Terapia Zastępcza

PR campaign for Hormone Replacement Therapy

Situation
A fter publishing findings of American (WHI) examinations about the HTZ harmfulness doctors as well as medi a are keeping the reserve about hormone replacement therapy
Biggest medical autor ithies (Prof. Pertyński, Prof. Dębski) treated the idea of total repelling hormone therapy critically and recommend the individual approach towards every patient
Educated and professionally active women are turned towards HTZ positively
A need of the education about H RT exists among doctors
T he prevention of m enopauses illness is rarely remembered in the media
A need exists for disseminating the knowledge about medical and psychological aspects of menopause among women

Main problems
Why Poles are afraid of a hormone replacement therapy:
Fear for the breast cancer
Anxiety of putting on weight and disrupting the balance of the organism
Influence of the leading doctor
Sensational news reports spread by media on the HTZ harmfulness
Myth of HRT as the rejuvenating treatment, practiced only by vain women
A syndrome of the Mother Pole - the one who is look after other rather than herself!

Goals of the campaign
B ringing closer the problem of the menopause
Showing that the hormone replacement therapy is a safe form of leveling the deficiency of hormones - Prevention from osteoporosis, atherosclerosis
Comprehensive prevention of the health of the woman - Cyclical meetings with the doctor and examinations
Showing, that transdermal therapy offered by Janssen-Cilag is natural choice of the organism, modern and comfortable
Change in the image of the woman after 50-tce (affirming) - You can live actively and experience new wonderful experiences

Campaign strategy
Action focused on most attractive target groups
doctors – educational action
patients - well educated, from big cities, with profits above averages
journalists – counteracting spreading myths on HRT

Campaign idea Full affirmation of the woman's life The menopause doesn't have be a dividing line in the woman's life HRT is a solution, which let s woman keep the current quality of life

Campaign spokesman
Grażyna Szapołowska,
famous polish actress
Advantages:
a person who is charges up the public opinion
symbol of the sensory, everlasting femininity
(Invariably womanly and beautiful, Viva! 10/2005)
she isn't hiding that he is already a grandmother
Using:
A ffirmation of 50 years old woman, accepting her age, still professionally active, caring about the health and the appearance

Informational and educational materials
Medical guide for women
Lifestyle guide for woman

Informational and educational materials
L eaflets for doctors

Cooperation with „Twój Styl”
Twój Styl, best selling polish luxury magazine for women, is supporting the „Remain Yourself!” campaign
On March issue columns appeared an interview with Grażyna Szapołowska
Grażyna S zapołowska told about her being the spokesman of campaign „Remain Yourself”, menopause, hormone replacement therapy and advantages of being a mature woman
The interview was illustrated by Grażyna Szapołowska photos, from special photo session for the campaign, made by famous polish photographer Marcin Tyszka

In following numbers of „Twój Styl” – March, April, May and June , appeared special ticket for psychological workshops „Remain Yourself”
It is also possible to register for workshops via „Twój Styl” website

In May issue of „Twój Styl”appeared a short photoreport from „Remain Yourself” psychological workshop
An article was written by journalist from Twój Styl, who took part in one workshop in Warsaw
The title of article was „Rehearsals from the optymism”

Psychological workshops
O ne of the main elements of „R emain Y ourself !” campaign psychological workshops for menopausal women
the cycle is embracing 20 workshops organised in biggest cities in Poland
Warsaw (5 workshops)
Gdansk (5 workshops)
Cracow (5 workshops)
Wroclaw (5 workshops)
One-day workshops are taking place in the small groups - about 1 5 women participate in one workshop
workshops are carried on by psychologists and coaches from the Warsaw C entre of P sychotherapy and psychoedu cation „L adder ”

Psychological workshops
Workshop contains of two main parts
doctor - gynecologist lecture on the subject of medical aspects of the menopause
psychotherapeutic -sessions
Luxuary women magazine „Twój Styl” is a partner of workshops
Beginning the cycle of workshops in next cities is publicized in local mediums

Press conference
A press conference took place on 9 March 2005 in the The Westin hotel in Warsaw
About 100 journalists from national daily papers, weeklies, a radio station and women's and health magazines were invited to the conference
52 journalists of around 35 versions turned up at the conference (ex. Polityka, Twój Styl, Pani, Zdrowie, Vita, Życie Warszawy, Super Express, Trójka, PR )

Press conference
I n the conference took the participation
Grażyna Szapołowska – spokesman of the „ Remain Yourself !” campaign
p rof. d r. hab. n. med. Romuald Dębski, the Clinic of Gynaecology and Obstetrics CMKP in Warsaw
p rof. d r. hab. n. med. Tomasz Paszkowski, the 3rd Cathedral and Clinic of Gynaecology and Obstetrics AM in Lublin
Wanda Żak – psychologist from the Centre of Psychotherapy and Psychoe ducation „Drabina”
Anna Popek, the TVP journalist led the conference

Press conference
An inauguration of the „ Remain Yourself!” campaign took place during the conference
Spokesman of the campaign - Grażyna Szapołowska told about reasons of her involving in the campaign

Report of „Polityka”
The most opinion-leading Polish social-political weekly took up a taboo subject there, which in Poland is a menopause
O n the base of sociological examinations, carried in frames of ”Remain Yourself!” campaign came into existence a comprehensive report on the subject of the menopause and it’s social noticing
The report mention about the campaign, it is quoting the spokesman of the campaign Grażyna Szapołowska and it is telling about the hormone replacement therapy in friendly tone

The spokesman of the campaign Grażyna Szapołowska appeared on the cover of the number with the report

Website
One of the main elements of campaign „Remain Yourself!” focused on medical circle is a professional website about menopause therapy
It is a professional, reach source of knowledge about hormone replacement therapy, treating of diseases accompanying the menopause etc.
It’s a place to find a results of the newest researches, to discuss debatable coincidences of diseases and methods of treating them
The access to the most precious contain of website is limited, and allowed anly after writing down the code, which doctor can receive from the Janssen-Cilag medical representative
The adress of the website is www.opiekamenopauzalna.pl

Website

Camapign in media
Media are also slowly breaking a taboo for the hormone replacement therapy, which, after announcing results WHI examinations, has rarely been taking up by them.
Media appreciate the role for the campaign in the education of women and for the attempt of breaking the stereotype of the menopause as the end of active life
Regional media also write about workshops and encourage their readers to take part in them
All articles which appeared have positive character so far, which is also underlined in their titles: „It is worthwhile knowing more about the menopause”, „Everything what you should know about the menopause”, A menopause is a natural stage in the life of the woman”, Fifty is beautiful ” , „T h i s is n't the end ” , „B rave faith ”

Camapign in media

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„Pozostań Sobą” Hormonalna Terapia Zastępcza

by Headlines on Jul 28, 2010

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„Pozostań Sobą” Hormonalna Terapia Zastępcza — Presentation Transcript