EU Project FASD Awareness proposal

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Presentation at "Protecting the Unborn Baby from Alcohol" , 17 September 2013, European Parliament, Brussels

http://eurocare.org/media_centre/previous_eurocare_events/protecting_the_unborn_baby_from_alcohol_2013

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  • All efforts to prevent/reduce FASD will be of no avail unless associated with a diagnostic process. Barry Stanley
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EU Project FASD Awareness proposal

  1. 1. FASD AWARENESS: LESS TALK, DO MORE PROJECT FOR A EUROPEAN INTEGRATED COMMUNICATION CAMPAIGN TO INCREASE AWARENESS OF AND PREVENT FETAL ALCOHOL SPECTRUM DISORDERS Francesco Marini, Treviso july 2013
  2. 2. WHY
  3. 3. Empowerment Empowerment is the process of increasing the capacity of individuals or groups to make choices and to transform those into desired actions and outcomes
  4. 4. THE PAST
  5. 5. 2010 Awareness
  6. 6. 2010 Awareness
  7. 7. The buzz of the web http://www.mammabevebimbobeve.it/PDF/RASSEGNA%20STAMPA/RASSEGNA%20ST AMPA%202010/PressRelease_completa.pdf
  8. 8. 2011 Evaluation Sample: 690 parents 84% of the sample remembered the image 93% of those remembered the health message driven by the image 53% of those who have already seen the picture said that it suggests the health behaviors recommended by the campaign Reference: Bazzo S, Battistella G, Riscica P, Moino G, Marini F, Geromel M, Czerwinsky L. Evaluation of the Impact of the Image Used in a Communication Campaign to Raise Awareness about the Effects of Alcohol Use During Pregnancy. Alcohol Alcohol 2012; 47 (6): 657-662.
  9. 9. 2012 TERRITORIAL MARKETING EDUTAINMENT CITIZENS ACTIVATION AND PARTECIPATION
  10. 10. THE FUTURE
  11. 11. PROJECT FOR A EUROPEAN INTEGRATED COMMUNICATION CAMPAIGN TO INCREASE AWARENESS OF AND PREVENT FETAL ALCOHOL SPECTRUM DISORDERS
  12. 12. TARGET MOTHERS AND POTENTIAL MOTHERS (18-45) + FAMILY MEMBERS
  13. 13. BUSINESS MODEL
  14. 14. FUNDRAISING CORPORATE SOCIAL RESPONSABILITY
  15. 15. WHO WE ARE SERGEY OSIPCHIK SVETLANA POPOVA CAMH TORONTO GEORGIE PETKOVIĆ LAURII BEEKAM ESTONIAN TEMPERANCE UNION MARIANN SKAR EUROCARE SECRETARY GENERAL ILONA AUTTIRÄMÖ RESEARCH PROFESSOR AND CHIEF OF HEALTH RESEARCH AT THE SOCIAL INSURANCE INSTITUTION IN FINLAND PAUL PETERS GISELA MICHALOWSKI FASD DEUTSCHLAND E.V. JESSICA CHRISTINE WAGNER ZENTRUM FÜR MENSCHEN MIT ANGEBORENEN ALKOHOLSCHÄDEN CAMPUS VIRCHOW-KLINIKUM CHARITÉ UNIVERSITÄTSMEDIZIN BERLIN MICHELE SAVAGE ANNE TIMONY MEEHAN COMMUNITY MOBILISATION OFFICER ALCOHOL FORUM YEHUDA SENECKY CHILD DEVELOPMENTAL AND REHABILITATION CENTRE SCHNEIDER’S CHILDREN’S HOSPITAL SACKLER MEDICAL SCHOOL TEL-AVIV UNIVERSITY ISRAEL MAURO CECCANTI SIFASD AUDRONE PRASAUSKIENE KAUNAS CHILD DEVELOPMENT CLINIC LOPSELIS MARIANNE MASSA EU AFFAIRS DIRECTORATE MINISTRY FOR THE FAMILY & SOCIAL SOLIDARITY OFFICE TUDOR VASILIEV FJELDE, ELI MARGRETEFJØRTOFT, ELISABETH KNUTHEIM,TERJE MAŁGORZATA KLECKA PRACOWNIA DIAGNOSTYKI I TERAPII ZABURZEŃ ROZWOJOWYCH FUNDACJA FASTRYGA KATARZYNA OKULICZKOZARYNPARPA ELISABETE PINTO UNIVERSITYOF PORTO MEDICAL SCHOOL TEODORA CIOLOMPEA DIRECTOR OF THE NATIONAL CENTRE FOR HEALTH PROMOTION BUCHAREST, ROMANIA ALEKSANDRA YALTONSKAYA NATIONAL RESEARCH CENTER ON ADDICTION, MOSCOW, RUSSIA CONSUELO GUERRI HEAD OF CELL PATHOLOGY LABORATORY CENTRO DE INVESTIGACIÓN PRÍNCIPE FELIPE MIGUEL DEL CAMPO CASANELLES OSCAR GARCIA ALGAR PARC SALUT DU MAR , BARCELONA KATARINA WITTGARD SWEDISH FAS FORENING PAUL PETERS DIANE BLACK EUROPEAN FASD ALLIANCE MARTHA KRIJGSHELD VOORZITTER FASSTICHTING NEDERLAND INGE VAN BALKOM LENTIS EDWARD MULDER UNIVERSITAIR MEDISCH CENTRUM UTRECHT WIM VAN DALEN NEDERLANDS INSTITUUT VOOR ALCOHOLBELEID (STAP) WIM WAN DALEN* EUCAM UTRECTH RUDI KOHL INTER/PSY FASD CLINIC, PAEDIATRICIAN SANDRA KNUIMAN BEHAVIOURAL SCIENCES - CLINICAL CHILD & FAMILY STUDIES TANYA HAUTERMANS PSYCHOLOOG NIP, GELRE ZIEKENHUIZEN, AFDELING PSYCHOLOGIE KIND EN JEUGD RAJA MUKHERJEE CONSULTANT PSYCHIATRIST / HONORARY SENIOR LECTURER SUSAN FLEISHER EXECUTIVE DIRECTOR | NOFASUK / NATIONAL ORGANISATION FOR FETAL ALCOHOL SYNDROME SVETLANA SIDYAK ANATOLIY VIYEVSKYY TATIANA BALACHOVA CENTER ON CHILD ABUSE AND NEGLECT DEPARTMENT OF PEDIATRICS THE UNIVERSITY OF OKLAHOMA HEALTH SCIENCES CENTER ROB PEREIRA
  16. 16. WHO WE ARE 25 COUNTRIES INVOLVED 44 ORGANISATIONS GOVERNATIVE | UNIVERSITIES/RESEARCH | ASSOCIATIONS
  17. 17. THE NETWORK INVOLVED PARTNERS Prospect
  18. 18. RESEARCH EVALUATION Efficacy of the project In collaboration with a scientific partner
  19. 19. CREATIVE SPONSOR Communications research centre of Benetton Group
  20. 20. WHAT
  21. 21. TWO OBJECTIVES CREATE AWARNESS IN THE CITIZENS OF THE WHO EUROPEAN REGION ACTIVATE PUBLIC OPINION
  22. 22. INTEGRATED IDEA Several message: Information Drinking during pregnancy hurts the child, let’s raise our voice, because we are a lot of people and it’s necessary an intervention Strong tone of communication Activation “You are not alone, a network exists”
  23. 23. COMMUNICATION CAMPAIGN ACTIVATION: “do you know that….??? Unconventional marketing, viral, comarketing PUBLIC CAMPAIGN: AMPLIFICATION “take an action!” Media plan: TV, newspaper, socialmedia, co-marketing
  24. 24. ACTIVATION UNCONVENTIONAL ACTION IN THE MAIN CAPITALS VIDEO TEASING PRESS
  25. 25. PUBLIC CAMPAIGN: amplification PRINT | TV CO-MARKETING “EXAMPLE: FREE ALCOL GLASS” VIRAL MARKETING DIGITAL PR PETITION & CROWDFUNDING
  26. 26. Main social media will be used to amplify and integrate other communication tools.
  27. 27. WHY HERE IN BRUSSELS? SHARE THE IDEA FIND NEW PARTNERS CREATE NETWORK ENDORSEMENT FROM POLITICIANS
  28. 28. CONTACTS awareness@eufasd.org EUFASD - European FASD Alliance (diane.black@eufasd.org) Eurocare – European Alcohol Policy Alliance (tizianacodenotti@hotmail.com) For the "Mamma Beve Bimbo Beve" team (stefania.bazzo@gmail.com; fmarini@ulss.tv.it)

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