“REAGE |
REACT”
CAMPAIGN
EVALUATION
RESULTS
SOCIAL IMPACT
&
RETURN ON
INVESTMENT
2014
DIANOVA PORTUGAL 26th JUNE 2014 | Ru...
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“Health is a fundame...
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CONTEXT
• Addiction ...
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“REAGE | REACT” CAMP...
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“REAGE | REACT” CAMP...
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Social Awareness Cam...
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Social Awareness Cam...
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Social Awareness Cam...
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Social Awareness Cam...
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80
PARTNERS
Social ...
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Social Awareness Ca...
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A
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M
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MEDIA
Social Awaren...
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UNIVERSITIES
Social...
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UNIVERSITIES
Social...
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Social Awareness Ca...
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Social Awareness Ca...
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Social Awareness Ca...
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Social Awareness Ca...
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Social Awareness Ca...
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Social Awareness Ca...
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Social Awareness Ca...
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Social Awareness Ca...
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Social Awareness Ca...
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EDM
MARKETING
5.000...
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Social Awareness Ca...
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Social Awareness Ca...
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“We really
apprecia...
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“We acknowledge
rec...
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“We acknowledge rec...
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Social Awareness Ca...
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Social Awareness Ca...
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Social Awareness Ca...
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Social Awareness Ca...
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Social Awareness Ca...
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DIGITAL
IMPACT
738....
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THANK YOU
TO ALL PA...
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Dianova Network| Hu...
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Dianova recognized ...
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Affiliations
Protoc...
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Certifications | Ac...
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Social Enterprise N...
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Reliablel? Commitem...
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SOCIAL
IMPACT
2007-...
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Evaluation and ROI Impact REACT Campaign Dianova Portugal 2014

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REAGE | REACT multimedia campaign was developed for the Dianova Network (3 continents, 11 countries) by Externa Comunicación and Bloodymary Films (Barcelona) aiming to promote Health and raise awareness on drug addictions on 3 main environments: labour, school and family.

In Portugal, the campaign has been supported by 4 graphic themes and 2 spot videos, from January to June 2014.

Here’s the wrap up ROI and Social Impact results: 1.574 social advertising materials have been promoted nationwide, 5 events were held, 80 Partners and 442.423€ in Sponsorships have been raise in a close relationship, 31 in depth news were release on TV, Radio, Printed and Online Media ranging an audience of 4.7 million people, and globally 16 million People were impacted through REACT messages, materials and channels.

Globally, in 5 countries of the International Dianova Network (Canada, Chile, Spain, Italy and Portugal), the campaign outreached more than 46 million People and a ROI of 3,4 million Euro.

Dianova Portugal thanks once more to all Partners and Sponsors that have contributed to this successful campaign.

Collaborate with us… inspiring change!

Published in: Healthcare
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Evaluation and ROI Impact REACT Campaign Dianova Portugal 2014

  1. 1. “REAGE | REACT” CAMPAIGN EVALUATION RESULTS SOCIAL IMPACT & RETURN ON INVESTMENT 2014 DIANOVA PORTUGAL 26th JUNE 2014 | Rui Martins | Communication Director
  2. 2. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 2 “Health is a fundamental right and a key driver for social and economic development. It is a process to allow people to have a greater control over their health and to improve it.” in Declaração de Jacarta., 1997 Principles of Health Promotion in Ottawa Chart (WHO 1986) Process that aims to increase individuals and communities’ capacity to control health, strengthening the rights and responsability for health. Focus on programs and actions to change behaviors and lifestyle risks such as dangerous driving or drug abuse
  3. 3. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 3 CONTEXT • Addiction have increased 70% in the last decade in Portugal (SICAD) • Increased prevalence of lifelong drug use from 7.8% to 12% in 2012 (EMCDDA) • Cannabis use among young people increased 16% in Portugal in 2012 (ESPAD) • Use of anti-anxiety and antidepressants drugs increased 171% and 240% in Portugal in 2014 (INFARMED)
  4. 4. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 4 “REAGE | REACT” CAMPAIGN 2014 GOAL | To raise awareness on the effects and consequences of drug abuse and alcohol on consumers, families, young people and adults in the labor, family and school contexts / environments. • "REAGE | REACT" allow us to see how, from the time of starting using drugs, fades all that enables people to develop themselves on a constructive and happy manner: family, relationships, work, friendships, etc. .. The Spot video protagonist on the different contexts will see disappear his your world as time goes by... • “REAGE | REACT” is a campaign that is not only intended to convey pessimism or tragedy, but a counterpoint of hope. If a drug addict has the will and motivation in himself/herself, he/she will react, overcoming the problem that affects him/her. Throughout this journey, Dianova will help her/him in making the best healthy decision for its future...
  5. 5. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 5 “REAGE | REACT” CAMPAIGN 2014 TECHNICAL FACTSHEET ADVERTISING AGENCY: EXTERNA COMUNICACIÒ (Barcelona – Espanha) CREATIVE DIRECTOR: CARLOS PERMANYER ART DIRECTOR: EVA MUÑOZ ADVERTISING MOVIES PRODUCER: BLOODYMARY FILMS (Barcelona – Espanha) ACTORS: MARC TORROELLA, CARLOTA AGUSTÍ, ROSA SARRÒ, LAMBERT BONIN, EKATERINA CHANTALL, JOSEP RUÍZ, MARÍA SALGUERO, XAVIER MORO, MANEL RUBÍES, PATRICIA OSUNA, CARLOS LÓPEZ, MUSICIAN: MARC ARTÍS VOZ OFF PORTUGUESE VERSION VIDEO: MIGUEL PEIXOTO, Rádio Super FM e programa TV “5 para a Meia Noite” CLOTHING AND STYLING: ADELA LLORENS HAIRDRESS AND MAKE UP: LLUISA GASCH MAKING OFF: OKSANA GUSEVA e ORIOL BERN
  6. 6. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 6 Social Awareness Campaign “REAGE” 2014 | Materials Alcohol main Addiction in Portugal (SICAD) Increase of 240% antidepressants e 171% anti-anxiety (INFARMED)
  7. 7. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 7 Social Awareness Campaign “REAGE” 2014 | Materials Increase 16% Cannabis Use among Young (ESPAD) Increase 3,9% cocaine use between 15-64 years (UNODC)
  8. 8. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 8 Social Awareness Campaign “REAGE” 2014 | Materials SPOT VIDEO 30’’ http://www.youtube.com/watch?v=FM5RuCL1NBQ VOZ OFF MIGUEL PEIXOTO Rádio Super FM & program TV “5 para a Meia Noite”. English version
  9. 9. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 9 Social Awareness Campaign “REAGE” 2014 | Materials SPOT MAKING OFF 125’’ https://www.youtube.com/watch?v=sS-ajN6iyxY
  10. 10. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 10 80 PARTNERS Social Awareness Campaign “REAGE” 2014 | Partners 9 Agencies & Sponsors 18 Municipalities 5 Hospitals 27 Universities & ASA’s 21 Media
  11. 11. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 11 Social Awareness Campaign “REAGE” 2014 | Channels 284 MUPIS 863 POSTERS A3 158 POSTERS A4 21 PRESS ADS 1 SPOPT TV 220 FINAL ARTS
  12. 12. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 12 A G E N C I E S O T H E R S Social Awareness Campaign “REAGE” 2014 | Partners
  13. 13. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 13 M U N I C I P A L I T I E S H O S P I T A L S Social Awareness Campaign “REAGE” 2014 | Partners
  14. 14. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 14 MEDIA Social Awareness Campaign “REAGE” 2014 | Partners
  15. 15. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 15 UNIVERSITIES Social Awareness Campaign “REAGE” 2014 | Partners
  16. 16. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 16 UNIVERSITIES Social Awareness Campaign “REAGE” 2014 | Partners
  17. 17. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 17 Social Awareness Campaign “REAGE” 2014 | Channels FACEBOOK PAGE https://www.facebook.com/reageestamoscontigo
  18. 18. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 18 Social Awareness Campaign “REAGE” 2014 | Channels WEBSITE DIANOVA.PT PAGE http://www.dianova.pt/cidadania-a-solidariedade/campanhas-de- sensibilizacao-pt/470-campanha-reage
  19. 19. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 19 Social Awareness Campaign “REAGE” 2014 | Channels MUPIS
  20. 20. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 20 Social Awareness Campaign “REAGE” 2014 | Channels PUBLICARDS NETWORK (LISBOA & PORTO) PRESS ADS
  21. 21. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 21 Social Awareness Campaign “REAGE” 2014 | Channels TV ADVERTISING 70 SPOTS MEDIA & SOCIAL NETWORKS FACEBOOK TWITTER LINKEDIN YOU TUBE BLOG DIANOVA.PT SIC SIC NOTÍCIAS SIC MULHER
  22. 22. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 22 Social Awareness Campaign “REAGE” 2014 | Channels MUPIS SUBWAY STATIONS LISBOA POSTERS SUBWAY TRAINS LISBOA
  23. 23. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 23 Social Awareness Campaign “REAGE” 2014 | Channels NEWS RELEASED: ONLINE RADIO TV
  24. 24. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 24 Social Awareness Campaign “REAGE” 2014 | Events LAUNCH BRAGA INSTITUTO PIAGET ALMADA CONFERENCE & WORKSHOP COVILHÃ
  25. 25. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 25 Social Awareness Campaign “REAGE” 2014 | Events DM MARKETING 1.000 CONTACTS CELEBRATION 26 JUNE WORLD DAY AGAINST DRUGS
  26. 26. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 26 EDM MARKETING 5.000 CONTACTS Social Awareness Campaign “REAGE” 2014 | Events CELEBRATION 26 JUNE WORLD DAY AGAINST DRUG
  27. 27. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 27 Social Awareness Campaign “REAGE” 2014 | Events 4 JPEG IMAGES SOCIAL MEDIA www.dianova.pt CELEBRATION 26 JUNE WORLD DAY AGAINST DRUG
  28. 28. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 28 Social Awareness Campaign “REAGE” 2014 | Testimonials "I acknowledge receipt and appreciate your communication about Social Awareness Campaing “REAGE”. The same was informed to all the congressman who has place on this Commission. " “After instruction of Lisbon’s Mayor, I want to acknowledge receipt of your letter regarding the above subject, which deserves our best attention. " “I acknowledge receipt of the letter referring to the above subject, which deserve our best attention and praise. We take also to wish the greatest professional successes." Dr.ª Maria Antónia Santos Parliament Health Commission Dr. João Pires Lisbon Municipality Dr.ª Corália Loureiro Seixal Municipality
  29. 29. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 29 “We really appreciate your information regarding the awareness campaign “REAGE", which is particularly timely.” “We acknowledge receipt of the letter, which deserves our best attention.” “We acknowledge receipt and appreciate the infromations about awareness campaign "REAGE" recently completed.” Dr. Gonçalo Sousa EMCDDA Dr. Pedro Ramos Comunist Group in Parliament Dr. André Campante Socialist Group in Parliament Social Awareness Campaign “REAGE” 2014 | Testimonials
  30. 30. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 30 “We acknowledge receipt of the letter, which deserved our best attention and we are very grateful." “We appreciate tge sending information and we want to congratulate the initiative of awareness campaign "REGE" and all the work in the area of ​​addiction. " “We congratulate you on the campaign that carried wishing much success in their work for the promotion of health.” Dr.ª Mariana Andrade Central Right Group in Parliament Dr. Eduardo Valles Odivelas Municipality Dr. Manuel Cardoso SICAD, Natinal Agency on Drugs Social Awareness Campaign “REAGE” 2014 | Testimonials
  31. 31. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 31 “We acknowledge receipt of the letter, which gained for us the best attention. " “I congratulate Dianova for the results of the awareness campaign REAGE, developed in school, work and family context because of their importance in the field of health promotion and prevention of drug.” Dr. Gil Nadais Aguéda Municipality Dr. Eduardo Quinta Nova Sintra Municipality Social Awareness Campaign “REAGE” 2014 | Testimonials
  32. 32. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 32 Social Awareness Campaign “REAGE” 2014 | Media Impact 31 NEWS RELEASED Press, TV, Radio and Online 231.278€ ROI MEDIA Press, TV, Radio and Online 1.038.685 AUDIENCE Press, TV, Radio and Online 97% NEWS TONE POSITIVE COMMUNICATION 58% ANNOUNCEMENTS 36% INTERVIEWS 6% ARTICLES 55% ONLINE 26% PRESS 16% TV 3% RADIO
  33. 33. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 33 Social Awareness Campaign “REAGE” 2014 | Social Media Impact 470 FACEBOOK REAGE PAGE 735 YOU TUBE 7.599 BLOG 39.046 DIANOVA.PT 4.684 FACEBOOK FRIENDS & FANS DIANOVA + RM 3.577 LINKEDIN FOLLOWERS + RM 3.253 TWITTER FOLLOWERS + RM 58.941 ONLINE IMPACT Data 24-06-14
  34. 34. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 34 Social Awareness Campaign “REAGE” 2014 | People Social Impact 64.023 STUDENTS UNIVERSITIES 9.533.773 SUBWAY LISBON 5.884 EVENTS RP | DM + DeM 40.000 POSTALS 46.000 USERS / VISITORS HOSPITALS 4.775.228 READERS LISTENERS VIEWERS NET VISITORS 1.664.489 INHABITANTS MUNICIPIALITIES 16.129.447 PEOPLE SOCIAL IMPACT Data 24-06-14
  35. 35. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 35 Social Awareness Campaign “REAGE” 2014 | ROI 231.278€ ROI MEDIA NEWS 10.000€ POSTERS SUBWAY METRO LISBOA 15.000€ MUPIS SUBWAY LISBON 442.423€ RETURN ON INVESTMENT 186.145€ ROI MEDIA SPONSPORSHIPS
  36. 36. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 36 Social Awareness Campaign “REAGE” 2014 | Global Outcomes CANADA ITALY PORTUGAL CHILE SPAIN
  37. 37. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 37 DIGITAL IMPACT 738.222 MEDIA IMPACT Audiences 17.403.928 ROI MEDIA 3.438.178€ SOCIAL GLOBAL OUTREACH People 46.532.834 Social Awareness Campaign “REAGE” 2014 | Global Outcomes IMPACT MULTIPLE CHANNELS People 28.390.684
  38. 38. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 38 THANK YOU TO ALL PARTNERS FOR YOURSOLIDARITY COLLABORATION WITH THIS SOCIAL AWARENESS CAMPAIGN COLLABORATE WITH US TO INSPIRE CHANGE !
  39. 39. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 39 Dianova Network| Hub of International Public Affairs MISSION: To develop actions and programs that will contribute to the Personal Autonomy and Social Development. 3 Continents | 11 Countries
  40. 40. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 40 Dianova recognized as Private Institution for Social Solidarity, Public Utility Association and Non-Governmental Organization for Development Education and Health Promotion Drug Abuse Treatment Socio and Professional Reintegration Psychosocial Support Training & Empowerment (Hard | Soft Skills) Social & Organizational Innovation Cooperation Culture Oriented Social, Economical and Solidarity Agent Social Changing Promoter
  41. 41. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 41 Affiliations Protocols
  42. 42. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 42 Certifications | Accreditations Dianova ISO 9001:2008 Quality Management System (1st in Portugal since 2005) EFR Family Responsible Entity Social Economy (1st in Portugal since 2013) DGERT | CCPFC Training Organization (CFD) DGERT – MSESS | CCPFC – ME since 2009 | 2012
  43. 43. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 43 Social Enterprise Nursery Plant HEADQUARTERS Dianova Portugal Therapeutic Community Quinta Lapas Training Center Dianova Reintegration Apartment Psychosocial Support Center +Health Dianova Headquarters| Operational Units (Lisbon | Torres Vedras)
  44. 44. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 44 Reliablel? Commitement? Multi-Stakeholder Cooperation Culture based on a Strong Social Capital, Strategic Partnerships & Community Networks • Innovative? • Good Governance? • Social Value? • Good work place? • Creative team? • Quality? • Effectiveness? • Partnerships? • Good Corporate Citizen? • Social Development ? Community Leaderships Analysts Investors e Sponsors General Public Academy Media Market Prescribers Health , Education, Social Professionals Potential Clients Family Opinion leaders Competition Government Legislators Regulators Politicians Central and Local Administration Projects Analysts International Agencies Organization Board Staff Volunteers Suppliers Partners Clients “Shareholders”
  45. 45. Compromisso| Solidariedade| Tolerância| Internacionalidade… Inspirando a Mudança! Dianova Portugal© 45 SOCIAL IMPACT 2007-2013
  46. 46. Quinta das Lapas, 2565-517 Monte Redondo Torres Vedras Telf.: +351 261 312 300 Fax.: +351 261 312 322 E-mail: rui.martins@dianova.pt| Website: http://www.dianova.pt www.dianova.pt www.formacao.dianova.pt http://aprendercrescerconcretizar.wordpress.com dianovaportugal dianova-portugal www.apoiopsicossocial.dianova.pt

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