Sharing hands to combat counterfeit medicines

1. Sharing hands to combat
counterfeit medicines
“Chung tay chống lại thuốc giả”
PR Proposal
08 JULY 2015

2. AGENDA
Background & Client Brief
Objectives & Target Audience
Concepts & Communication Plan
Timeline & Project cost

3. Background
and client brief

4. What we get from you
The increase in counterfeit medicine and its sophisticated
manner was fast becoming a global concern. It was estimated
that counterfeit medicine accounted for 10 percent of the world
pharmaceutical.
In 2011, the Vietnam National Institute of Drug Quality
Control discovered 31 counterfeit samples including 20 herbal
remedies manufactured by both domestic & foreignremedies manufactured by both domestic & foreign
companies. In addition to this, nearly 1000 substandard were
also found .According to Pfizer, 80% of Viagra in local market
is counterfeit .
The project need creative concepts for a communication
campaign to raise better awareness and educate people should
not buy medicine without clear origin or online without a
doctor’s prescription .The campaign will be implemented
within 03 months in urban areas.

5. The Key
How to share hands
to fight counterfeit
medicines together
and keep target
audience safer?audience safer?
How to effectively
educate to protect
audience from fake
drugs and buying
medicine from clear
origin is a safe choice
for themselves, their
family and community?
How to
communicate that
fake drugs can
cause harm to
target audience and
sometimes lead to
death?

6. objectivesobjectives
and target audience

7. Objectives
To encourage target audience to take appropriate actions in the fight
against Counterfeit Medicine and get them to adopt the following
behaviors
Reporting of the
danger of
counterfeit
medicine
Buying and selling
medicine only with
clear origin
Say No to fake
drugs

8. Target audience
 They are
predominantly male,
35-65 years old
belonging to urban
areasareas
 They are target
audiences to consume
counterfeit medicine,
especially Viagra

9. Some of the Insight
With target audience, many of them are lack
of awareness of counterfeit medicine, Viagra
is a sample, as well as information source
where to buy real medicine.
Most of them don't fully understand aboutMost of them don't fully understand about
buying and using medicine safety. Many men
in urban areas are even reluctant to accept
doctor’s prescription before buying medicine.
Traders and consumer are usually greedy with
short term benefit but forget about the long
term affection to community.

10. Values in Life
A part from those insight, we also define some of the important values
that strongly affect their actions
Healthy relationships
Consent among husband and wife
Intelligent/ healthy children
True family happiness
Beauty/ love in life

11. Some of the guidelines
It is important to link expected behaviors to values in life to
encourage action taking
Communication messages need to be strong enough to
impact the conservative minds
Voice communication message which last for 60s can allow
explaining detail of the expected behavior in connection with
a specific situation in real life.
Humor should be used in attracting audience in 60s
Threat awareness can also be used to warn people from
buying fake medicine
Both voice and visual messages should be simple, clear, easy
to understand
Campaign can be enhanced by series of road show
performances

12. broadstrokes
concepts & communication plan

13. Task 1: Communication strategy
“
“Sharing hands to combat Counterfeit Medicine”
Chung tay ngăn chặn thuốc giả
Road showsPrintsExperts
Local TVs,
Road showsPrintsExperts
Radios
Target audience:
 Men 35-65 in Urban areas
Diagram 1: Communication model

14. Task 2: Voice messages script concept
development
Agency needs to develop voice recording creative concepts to raise
awareness and adopt following behaviors:
a. Reporting of the danger of counterfeit medicine
b. Buying and selling medicine only with clear origin
c. Say No to fake drugs and sharing hands to combat
and protect yourself, your family, your community

15. a) Behavior 1:Reporting the danger of counterfeit medicine
Concept: Family consents.
Situation:
•Husband and wife discuss about having happy life.
•Wife thinks one of the ways is to take care of health from little
things such as buying medicine at clear sources to assure the
safety.
Development:Development:
Wife explains to husband about the danger of counterfeit medicines
and how to avoid, recognize counterfeit medicine
Conclusion:
•Husband agrees to have regular health check and buy medicine
upon doctor’s prescription
•The agreement show the respect between husband and wife and the
value of husband-wife consent

16. Script 1

17. b) Behavior 2:Buying medicine & selling medicine only
with clear origin
Concept : Good colleague to good things to help
 Situation:
 A male colleague talk about purchasing medicine because he
wants to enhance health.
 Other colleague advices buy drug in licensed stores
 Development:
 His relative who took fake medicine now stay in hospital which
may lead to serious illness
 Colleague explains and emphasizes about the importance of
purchasing medicine with clear origin and the danger of buying
counterfeit medicine
 Conclusion:
 College now understand and willing to tell other friends about this
danger

18. Script 2

19. c) Behavior 3: Say No to fake drugs & Sharing hands
together to protect yourself, your family, community
Concept : Never do bad things to neighbors
 Situation:
 Buyer and seller talking at the medicine store
 Recall the last purchase of counterfeit medicine which harm
buyer’s husband health
Development Development
 Buyer admit her mistake with deep regret because she was greedy
with cheap source of medicine
 She never do it again in her trading
 Conclusion
 Buyer happy to see seller changes her perception and action
 Agree that we never buy fake drug due to cheap price and should
only buy medicine with clear origin

20. Script 3

21. NOTE:
• It will be worthy to use one concept to be selected for all
communication channels (TV, Radio, Print) to deliver one
consistent message which will have much stronger impact
to target audience in such a short time period and, saveto target audience in such a short time period and, save
communication budget at the same time.
• Selected script need to be revised and localized to fit with
target cities/provinces in term of cultural context and local
language.

22. Task 3: Expert/professional talk
• Provides reliable
professional advice
to target audience
Talk show
on TV
• Information via
experts is reliable
and spread by word
of mouth
Interview
with expert
on
publication

23. Expert Talks
1. Expert Talks on TV
 Objectives
 To become customers’ advisor/experts that give tips and
techniques in taking care of good heath, mentioning to the
prevalence of fake drugs, Viagra in local market
 To show that having experts to give target audience advices are
extremely important, especially in this field .
 Format: Expert talks on TV
 Option 1:
 Having an expert/ professional about men’s heath issues to talk
on a TV show i.e People’s Health on HTV1
 The talk will mainly be about issues that Viagra or similar drugs
are concerned to men’s health
 Topics Samples:
 Why safety in sex is extremely important to men?

24. Expert Talks
1. Expert Talks on TV (Cont.)
 Option 2:
- Conducting a short film reportage on HTV1
- The film will mainly be about current danger of counterfeit
medicines especially Viagra, activities lead to stop fake drugs.
And emphasize buying medicine from clear supplier is a safe
way to protect your health. The more you know about yourway to protect your health. The more you know about your
medicines and the more you talk with your health care
professionals, the easier it is to avoid problems with medicines.
 Topic samples:
- What are counterfeit drugs?
- What are the dangers of counterfeit drugs?
- Where are counterfeit drug found?
- What is being done to help ensure that audience receive safe
medications
- How can audience avoid counterfeit drugs

25. Expert Talks
2. Expert Talks on Newspaper
 Objectives
 A family doctor to give tips and techniques in in different
situations of safe medicine use.
 By giving customers valuable advices in this healthcare sector in
order to raise their awareness about danger of counterfeitorder to raise their awareness about danger of counterfeit
medicine and get familiar with buying medicine with doctor’s
prescription.
Activities
- To pitch coverage on the mainstream media like Family’s Health,
Health & Life, Family’s Doctor

26. Task 4: Print message
concept development

27. Behavior 1
Reporting of the danger of counterfeit medicine

28. Behavior 2
Buying and selling medicine only with clear origin

29. Behaviour 3
Say No to fake drugs and sharing hands to protect
yourself, your family, your community

30. Task 5: Road show even
concept

31. Direct interaction
 Communication messages will be in the form of edutainment which is easy to
understand, easy to be accepted and have a long remain in audience’s minds.
 To implement the road show, agency will contract with local performance
groups. In each province, we will work with a local play group to develop the
road show program. Agency will manage the road show and by that, we will
do the following activities:
 First we will coordinate with the performance groups to develop the play
scripts and to make sure that the plays bring key communication messages
about expected behaviors. By the same time, we also develop the overall
program run down of the performance night including welcome speech by
Client’s representative and local authorities, other additional performance suchClient’s representative and local authorities, other additional performance such
as songs and music. The script and the overall program run down will be
submitted
 After approval, the performance group will practice themselves and the final
rehearsal will be observed by Agency and Client.
 One performance will be carried out at target province. Communication about
the performance will be made 1 week earlier to attract local target audience.
Invitations will be sent to target audience …with support from local authorities
to make sure the events reach the right target audience. In the event, printed
materials will be distributed to enhance the communication effectiveness.
Local Tv and press will be also invited to report the news on local media
which will again add on other information source for the overall program.

32. Work schedule & Budget

33. Detailed Work Plan

34. Budget and fees
 ***See attached excel file

35. WHAT WE
EXPECT FROM YOU (client)EXPECT FROM YOU (client)

36. •Sound understanding of your issues and clear
background briefing
•Good information/fast responses•Good information/fast responses
•Access to relevant people
•Source of data, research and contacts
•Feed in new developments as they happen
•Co-ordination of press interest/enquires to central
point
•Regular update meetings; reviews, way forwards
•Solidarity and focus for communications objectives

37. THANK YOU