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What comes next Campaign
for Pediatric Palliative Care
Andrea Brádlerová
Tomáš Weiss
17. 04. 2018
Our insight
• Target groups
– Physicians
– Involved families
– Authorities
– Broad public
• Our insight
– physicians do not have enough time to provide families with
all the options and full information about palliative care
– involved families need to be well informed, not to depend
just on the information from physicians
What comes next campaign launch
• Campaign strategy
– Background: universal question in
whole process of palliative care
– Meaning: children deal with the facts
usually better but ask many
questions
– Form: Mystery / teasing campaign
– Goals: Spread the awareness and
overcome the taboo in the society
„What comes
next?“
Guerilla marketing
• Graffiti and other images in cooperation with the artists
Pasta Oner, Lada Brůnová, Anna Niklová
• Use of places where people „wait what comes next“:
- Cooperation with construction companies
- Use of reconstruction of the State Opera
- Use of public transport and airport space
• Strong viral potential on social media
Guerilla marketing examples
Microsite launch and reveal
Reveal | Together we will find out
• 13th October: World Hospice and Palliative Care Day
2018
• Reveal of guerilla marketing as Pediatric Palliative
Care Campaign
• Connection of guerilla with the microsite and presenting
there the concept Your Guardians with fundraising
activity
Campaign reveal examples
Authorities: physicians, healthcare centers
• Strenghtening direct mailing, newsletters,
workshops
• Activation of the authorities through viral
campaign What comes next?
• Defining key opinion leaders through the
campaign: ambassadors emerging from the
anonymity of hospitals to the public with PR support
• Ministry of Health of the CR: lobbying, taboo
overcoming, grants
Timing & Summary
• Timing
– September – March
– peak on 13th October
• Results:
– Wow effect from guerilla campaign
– Viral sharing
– Taboo overcoming
Teaser –
outdoor
(September)
Reveal –
microsite,
social
(October)
Specialists,
ambassadors,
fundraising (till
next year)

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YL18 pr 12_nativepr

  • 1. What comes next Campaign for Pediatric Palliative Care Andrea Brádlerová Tomáš Weiss 17. 04. 2018
  • 2. Our insight • Target groups – Physicians – Involved families – Authorities – Broad public • Our insight – physicians do not have enough time to provide families with all the options and full information about palliative care – involved families need to be well informed, not to depend just on the information from physicians
  • 3. What comes next campaign launch • Campaign strategy – Background: universal question in whole process of palliative care – Meaning: children deal with the facts usually better but ask many questions – Form: Mystery / teasing campaign – Goals: Spread the awareness and overcome the taboo in the society „What comes next?“
  • 4. Guerilla marketing • Graffiti and other images in cooperation with the artists Pasta Oner, Lada Brůnová, Anna Niklová • Use of places where people „wait what comes next“: - Cooperation with construction companies - Use of reconstruction of the State Opera - Use of public transport and airport space • Strong viral potential on social media
  • 7. Reveal | Together we will find out • 13th October: World Hospice and Palliative Care Day 2018 • Reveal of guerilla marketing as Pediatric Palliative Care Campaign • Connection of guerilla with the microsite and presenting there the concept Your Guardians with fundraising activity
  • 9. Authorities: physicians, healthcare centers • Strenghtening direct mailing, newsletters, workshops • Activation of the authorities through viral campaign What comes next? • Defining key opinion leaders through the campaign: ambassadors emerging from the anonymity of hospitals to the public with PR support • Ministry of Health of the CR: lobbying, taboo overcoming, grants
  • 10. Timing & Summary • Timing – September – March – peak on 13th October • Results: – Wow effect from guerilla campaign – Viral sharing – Taboo overcoming Teaser – outdoor (September) Reveal – microsite, social (October) Specialists, ambassadors, fundraising (till next year)