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Emma

Emma | Stomp Out Bullying | Grey
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basics
Industry: Beauty & Health
Media:Cyber
Style: Minimalism
descriptioncnen
Why is this work relevant for PR?

We gave another name to inequality: VIRUS EVA. For the first time, we introduce the concept of social virus, which, like biological viruses, needs urgent treatment. As a health dedicated NGO, we demonstrate that inequality seriously affects women's health by documenting it with real data and testimonies. The media understood that women are suffering a pandemic, and alerted society by spreading our campaign, raising social awareness and encouraging people to join our cause.

Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

In Spain, the regulation of advertising for prescription medicines is carried out by the Ministry of Health and Consumer Affairs. One of the objectives pursued by Law 25 /1990, of 20 December, is the promotion of the rational use of medicines, and guarantee their safe and effective use for patients.

Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?

Médicos del Mundo works for the right to health. But there is one serious health problem that is not being addressed: gender inequality. We warned that this social virus endangered women's health. Raising money to provide medical assistance and getting the media to talk about this social virus.

Background

Médicos del Mundo's mission is that everyone has the right to health. But they realized that there is a population at risk that suffers especially: women. One in three women has been physically or sexually assaulted. Every day, more than 800 die worldwide from preventable causes related to pregnancy or childbirth. More than 60% of HIV-infected adults in sub-Saharan Africa are women. Genital mutilation puts the health of thousands of women in 30 countries at risk. How can we warn of a problem that affects so many women but in such different ways? We had to get help and bring these alarming facts to society.

Describe the creative idea (20% of vote)

We found a common element in the different cases that Médicos del Mundo wanted to talk about: gender inequality. And we presented the Society with a virus different from all those known until now. The first virus with social causes, not biological. And we did it in the same way that a new pandemic is presented and alerted. We documented the most representative cases, we published the data, we created symbols to join the struggle... And it worked, the main media talked about this social VIRUS that only affects women, getting people to donate to alleviate the symptoms they suffer.

Describe the strategy (30% of vote)

In a season saturated with messages like Christmas, and heading for a universal target. We thought that women themselves could be the most active in helping us if we got a strong identification with the problem. We wanted to bring a different point of view to the feminist struggle: how inequality also affects their health. And let her activism help us spread the message around the world. Our approach to PR was clear: we are facing a pandemic and we wanted to portray it with all its crudity and realism. We created a dossier to document the information and send it to the media. With the video journalist Borja Larrondo, we made a video report presenting the most representative cases of this new virus. We attached a letter signed by doctors and an X-ray explaining the data problem. All this material was used by the media to write their reports.

Describe the execution (20% of vote)

The first thing we did was to send all the documentation of this new VIRUS to the media. The video report, the analysis of the disease in X-rays, testimonies of doctors and representatives of Médicos del Mundo. With this mailing we got the first peak of notoriety. But we wanted to give an even greater dimension to the problem. In a second phase we activated the campaign with influencers. We created masks and sent them so that their image would be a symbol of the campaign, we managed that they will be added totally free, helping us to get more reach. And we got a third point of interest in the media with a guerrilla action: the statues of women from different places in Spain dawned with the masks, warning that just because you are a woman, you are threatened by the EVA virus.

List the results (30% of vote) – must include at least two of the following tiers:

- 130.000 € in donations" - (Raise 130.000€ through a sms campaign).
- Organic Trending Topic.
- "27 million impressions"
- "40 million impacts."
- PR value 1.6 MM
- The most notorious Christmas campaign of a Spanish NGO in 2018.
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The One Show 2019
Merit Health, Wellness & Pharma
Fundraising & Advocacy
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