Evaluation and ROI Impact REACT Campaign Dianova Portugal 2014

“REAGE |
REACT”
CAMPAIGN
EVALUATION
RESULTS
SOCIAL IMPACT
&
RETURN ON
INVESTMENT
2014
DIANOVA PORTUGAL 26th JUNE 2014 | Rui Martins | Communication Director

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
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
“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...

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“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

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Social Awareness Campaign
“REAGE” 2014 | Materials
Alcohol
main Addiction
in Portugal
(SICAD)
Increase of
240%
antidepressants
e 171%
anti-anxiety
(INFARMED)

7
Increase 16%
Cannabis
Use among
Young (ESPAD)
Increase 3,9%
cocaine use
between
15-64 years
(UNODC)

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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

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SPOT MAKING OFF 125’’ https://www.youtube.com/watch?v=sS-ajN6iyxY

10
80
PARTNERS
“REAGE” 2014 | Partners
9
Agencies
& Sponsors 18
Municipalities
5
Hospitals
27
Universities
& ASA’s
21
Media

11
“REAGE” 2014 | Channels
284
MUPIS
863
POSTERS
A3
158
POSTERS
A4
21
PRESS
ADS
1
SPOPT TV
220
FINAL
ARTS

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A
G
E
N
C
I
E
S
O
T
H
E
R
S

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M
U
N
I
C
I
P
A
L
I
T
I
E
S
H
O
S
P
I
T
A
L
S

14
MEDIA

15
UNIVERSITIES

16
UNIVERSITIES

17
FACEBOOK
PAGE
https://www.facebook.com/reageestamoscontigo

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WEBSITE
DIANOVA.PT
PAGE
http://www.dianova.pt/cidadania-a-solidariedade/campanhas-de-
sensibilizacao-pt/470-campanha-reage

19
MUPIS

20
PUBLICARDS
NETWORK
(LISBOA &
PORTO)
PRESS ADS

21
TV
ADVERTISING
70 SPOTS
MEDIA
&
SOCIAL
NETWORKS
FACEBOOK
TWITTER
LINKEDIN
YOU TUBE
BLOG
DIANOVA.PT
SIC
SIC NOTÍCIAS
SIC MULHER

22
MUPIS
SUBWAY
STATIONS
LISBOA
POSTERS
SUBWAY
TRAINS
LISBOA

23
NEWS
RELEASED:
ONLINE
RADIO
TV

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“REAGE” 2014 | Events
LAUNCH
BRAGA
INSTITUTO
PIAGET
ALMADA
CONFERENCE
& WORKSHOP
COVILHÃ

25
DM
MARKETING
1.000
CONTACTS
CELEBRATION
26 JUNE
WORLD DAY
AGAINST DRUGS

26
EDM
MARKETING
5.000
CONTACTS
CELEBRATION
26 JUNE
WORLD DAY
AGAINST DRUG

27
4 JPEG
IMAGES
SOCIAL
MEDIA
www.dianova.pt
CELEBRATION
26 JUNE
WORLD DAY
AGAINST DRUG

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“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

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“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

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

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

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“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

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“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

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“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

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“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
“REAGE” 2014 | Global Outcomes
CANADA ITALY PORTUGAL
CHILE SPAIN

37
DIGITAL
IMPACT
738.222
MEDIA
IMPACT
Audiences
17.403.928
ROI
MEDIA
3.438.178€ SOCIAL
GLOBAL
OUTREACH
People
46.532.834
“REAGE” 2014 | Global Outcomes
IMPACT
MULTIPLE
CHANNELS
People
28.390.684

38
THANK YOU
TO ALL PARTNERS
FOR YOURSOLIDARITY
COLLABORATION
WITH THIS SOCIAL
AWARENESS CAMPAIGN
COLLABORATE
WITH US TO
INSPIRE CHANGE !

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
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
Affiliations
Protocols

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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
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)

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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”

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SOCIAL
IMPACT
2007-2013

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

Evaluation and ROI Impact REACT Campaign Dianova Portugal 2014

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