Corporate Communications 2008 / 3rd Place / STOP-OVERLOAD
Categorie:Corporate communicationsTitle of campaign:STOP-OVERLOADshort common description of the campaign::Musculoskeletal disorders are the most common work-related health problem inEurope affecting millions of working people. Research in Latvia shows thatoverload-related health problems affect many of the countrys residents, too.In 2007 the European Agency for Safety and Health at Work organised theSTOP-OVERLOAD campaign and it invited the Mepha Baltic pharmaceuticalcompany to join its resources with those of the agency to provide more extensivepublic information about the overload problem.Mepha is a Swiss pharmaceutical company which, unlike many other companies inthe same sector, not only markets its products in an active way, but also educatesits patients about healthy lifestyles and the need for various preventiveprogrammes. This shapes the companys reputation as a responsible enterprise, andit adds value to the firms medications.PR is the primary instrument in these projects, which is why our agency was givengreat creative freedom in preparing the offer.
research work done during the campaign:The Latvian State Labour Inspectorate conducted a survey to show that manypeople in Latvia suffer from health problems which relate to overload - 63.8% ofsurvey respondents said that health problems are caused by the pose which theytake while at work, 52.4% spoke of problems related to the carrying of heavyobjects, while 56.1% spoke of unchanging movements in their everyday work.The agency analysed the information from the research and selected relevant facts. Extensive and interesting materials about the problem of overload in Latviasworkplaces were prepared for the media.Before the project began, the agency conducted monitoring of the operations ofseveral sports and healthy lifestyle organisations to select the most appropriatepartner for the project. The Latvian Chinese Exercise School was chosen.Together with specialists from the State Labour Inspectorate, the school designed aset of exercises, and it also offered public demonstrations of same.strategy:Project goal: To focus public attention on health problems related to overloadTarget audience: The public, the media
Project messages:• Musculoskeletal disorders are the most common work-related health problem inEurope, and they affect millions of people;• The problem is becoming more serious in Latvia as the number of computerusers increases - people spent hours in the same pose, they do not conductrelaxation exercises, and soon enough they suffer from back pain;• In order to prevent problems, people need to avoid overload and conductrelaxation exercises.Criteria for measurement: Number of audience contacts, number of people at theevent, number of publicationsStrategy and tactics: The agency decided to use non-traditional and activemethods to attract the attention of the target audience. The central idea was toorganise a public exercise session, "STOP-OVERLOAD" on the Esplanade inRīga city centre. People were invited to engage in exercise during their lunchbreak. The aim was to encourage people to think about their health and posturewhich can be harmed because of inappropriate burden or working conditions.In parallel to the public exercise session, the agency established the ExerciseBrigade. Over the course of a week, it visited many offices in Rīga to demonstratesimple exercises and to help people who were already in pain. The activity createdpositive buzz among office employees in the Rīga city centre even before the eventwas held.Hoping to disseminate as much information and possible, the agency brought in astrategic informative partner - the "ZooPasta" morning programme on Radio StarFM. The project was advertised, and there was also promotion on the radiostations homepage, with the ads and promotional efforts devoted to invitingpeople to attend the public exercise event. Each morning, there were live
discussions with and information from the Exercise Brigade and the office workerswho were taking part in the exercises.Specialists in Eastern philosophy set a standard for health lifestyles in Latvia. Theagency brought in trainers and students from the Chinese Exercise School todemonstrate simple exercises which can be put to use every day. Also at theEsplanade was a Mepha posture measurement device at which everyone couldcheck whether his or her posture satisfies norms. Information about preventingpain was also distributed.There were also such instruments as branding of the location. The exercisersreceived T-shirts with the campaign symbols. The mass media received a pressrelease about the situation in Latvias working environment. After the event theagency produced a 3-minute clip which was uploaded to YouTube and distributedto the media and to project partners.Results of the campaign and evaluation::• Discussions about overload issues on the morning show of Radio Star FMthrough the course of an entire week (225,410 contacts);• Several dozen offices which wanted to exercise with the Exercise Brigade;• Some 300 people who took part in the Exercise Brigades exercises;• Some 70 exercisers at the Esplanade;• 23 publications and TV stories about the exercise event;
• Special thanks to the organiser, Mepha Baltic, from the State Labour Inspectoratefor its work in distributing information about the problem;• The project and the co-operation between the State Labour Inspectorate and aprivate company were praised as a positive example when the European Agencyfor Safety and Health at Work organised the conclusion of the European campaignin Bilbao, Spain.