Baltic PR Awards 2012 Category: PUBLIC AFFAIRS Organization: AIRPORT Client: Roche Latvija Country: Latvia Project name: ES IEŠU (I will go) Place:1st

1. Category: PUBLIC AFFAIRS
AIRPORT (Latvia)
Social campaign to raise awareness about the problem of breast cancer “ES IEŠU” (“I will go”).
Roche Latvia
Summary
Breast cancer is the most common oncological disease in Latvia. Women areindifferent to therisk of diseaseof breast
cancer. For this reason, we carried out a wide informative campaign with the goal to:
- reduce women’s apathy towards breast health.
- increase awareness about the issue of breast cancer within the society.
- increase government-sponsored check-ups — in 2012, to achieve at least a 50% attendance rate among those women
receiving invitations to a government-sponsored check-up.
What did we do to achieve this? Campaign had three stages: 1) to raise awareness within the society about the
situation’s seriousness, 2) CTA - go to a check-up! 3) an invitation to participate in a march of solidarity and to
express support for breast cancer patients and their friends and relatives.
Main activities:
Stage one:
- Press conference to unveil the campaign — an invitation for the media to be involved, to help carry the stories further
and raise awareness about the issue.
- Video stories, whose main heroes — women who have been touched by breast cancer on TV3, TV3+, TV3play and
campaign home page.
- OOH: the campaign’s billboard announcement, to attract attention &infographicbillboard — at public transportation
stops.
- Infographicvideo, explaining the situation and statistics in Latvia on campaign home page.
- The campaign homepage www.esiesu.lv
- Internet banners inviting people to watch the video statements + special targeted internet banners for a male audience.
- Printed media: interviews with the main characters from video stories, interviews with doctors, articles related to the
issue.
Stage two:
- Video invitations, whose main characters — women well-known and respected in society — affirm that they will go
to a check-up on TV3, TV3+, Tv3play and campaign home page.
- Integration into the most popular soap opera among the target audience Ugunsgrēks (Conflagration). One of the main
characters receives a letter of invitation (for a check-up).
- The ES IEŠU map on the 1188.lv website — women could find out the closest location for a check-up.
- Additional opportunity to get checked: during the campaign, a mobile mammograph was placed in the shopping mall
Alfa every Saturday.
- ES IEŠU selection of chocolate truffles, in collaboration with Pure Chocolate sold in RIMI hypermarkets in whole
Latvia – as a dedication to all women and a gift to a woman to affirm that you care!
- Targeted banners in the social network site draugiem.lv
- Printed media: interviews with campaign’s patronesses, articles related to the issue, public inquiries involving men.
Stage three:
- Latvia’s ex-President VairaVīķe-Freiberga and other campaign’s patronesses invite everyone to participate in the
march! – video on TV3, TV3+, TV3play, social network draugiem.lv and campaign web page.
- A written invitation on the ex-president’s homepage, vvf.lv
- An invitation to participate in the march of support was also integrated in TV series ―Ugunsgrēks‖ (Conflagration)
- Solutions for the male audience:
a) A how-to guide for breast exams in the men’s magazine ―Klubs‖
b) Integration of the campaign at an event for the magazine ―Klubs‖ subscribers — at Klubabārs: A LIVE master-
class in breast exams for men
c) A how-to on breast exams on draugiem.lv
Baptic PR Awards 2012

2. Category: PUBLIC AFFAIRS
- In collaboration with the magazine ―Ir‖ — a wall of beautiful and healthy breasts as women’s affirmation that they
have either been to a check-up or plan on going.
- ES IEŠU Master workshop in shopping mall Alfa. Women recognized in society, artists and designers, displayed
special campaign t-shirts, which were auctioned off at the end of the march + article about the workshop in the
womens’ magazine Ieva.
- Internet banners — an invitation to the march
- Printed media: advertorial + invitations to march
- Hangers in public transportation — an invitation to the march: ―Raise your hand if YOU will come, too!‖.
- The march of support on May 27 starting at the Freedom Monument, marching throught the streets of Riga with
attractive posters and in pink dress code, participating women recognized in society, for example, Minister for
Health, campaign patronesses from video invitations, artists from Master workshop, and media. March ended in
Arena Riga with a charity basket ball game between Latvia and Lithuania women’s basketball teams.
Attendence rate of government-sponsored check-ups already by now is increased compared to year 2011 (complete
statistics of 2012 will be published on the beginning of 2013), which is the main success of the campaign. More
great achievements find in section ―Documented results‖.
Situation
Breast cancer is the most common oncological disease in Latvia. 2011threachedthehighest number-
1,200women.The currentstatistics show thatan average of 500women a yearlose oneor both breasts, as has not
giventimelymedical treatment.
Every year theLatvian womenwhoare in the riskgroup(50 to69 years), the state providescoverbreasthealth checkby
sendinga specialletter of invitation. However,these lettersreferless thanhalf of allrecipients. According toa studyby
SKDS-83% of womenare aware of thefreetests, but only 36% use this option. Women areindifferent to therisk of
diseaseof breast cancer. For this reason, we carried out a wide informative campaign.
Objectives
The objectives of the campaign:
- reduce women’s apathy towards breast health.
- increase awareness about the issue of breast cancer within the society.
- increase government-sponsored check-ups — in 2012, to achieve at least a 50% attendance rate among those women
receiving invitations to a government-sponsored check-up.
The target audience:
- Primary- womenat riskbetween the ages of50 to69 years
- Secondary-youngerand older women, the Latvian society (also men-sons, husbands, colleagues, brothers, etc.).
Highlightsfrom the studyin collaboration withSKDS:
- 83% of womenare aware of thefreechecks, but only 36% use this option
- 22% of womenat riskthink thattheydo not have timefor check-up
- 13%are afraid of theoutcome
- 42%believe that itdoesn’t affect them
- 15%goes to thehealer, not a doctor
- more often a woman decides to go for a check-up if a man has suggested it (husband, boyfriend).
Strategy
Campaign had three stages and lasted three months – from March 2012 till May 2012:
- Stage one - to prepare a foundation, to raise awareness within the society about the situation’s seriousness and to listen
to those women, who have had experience with the issue
- Stage two - an invitation to act — go to a check-up!
- Stage three - an invitation to participate in a march of solidarity and to express support for breast cancer patients and
their friends and relatives
A key indicator forachievement ofresults of the campaignwill bethe number of womenwhohas used the opportunity
of a government-sponsored check-up.Suchmeasurements arecarried outevery year by the Ministry of HealthNational
Health Service.
Baptic PR Awards 2012

3. Category: PUBLIC AFFAIRS
Execution
First Stage of the Campaign
Key message: I will go and tell my story, because my story can save a life!
Activities:
- Press conference to unveil the campaign in the shopping mall Alfa — an invitation for the media to be involved, to
help carry the stories further and raise awareness about the issue.
- Video statements, whose main heroes — women who have been touched by breast cancer on TV3, TV3+, TV3play
and campaign home page.
- The campaign’s billboard announcement, to attract attention.
- Infographicbillboard — at public transportation stops.
- Infographicvideo, explaining the situation and statistics in Latvia on campaign home page.
- The campaign homepage www.esiesu.lv
- Internet banners inviting people to watch the video statements.
- Special internet banners for a male audience.
- Printed media: interviews with the main characters from video statements, interviews with doctors, articles related to
the issue.
Second Phase of the Campaign
Key message:
I will go. Come with me!
I will go and get checked.
I will go to a check-up and I will take my mother/sister/colleague, etc. with me.
In addition:
We started to address the male audience — with a goal to attract attention and to make them think about the last time
their women went to a check-up.
Activities:
- Video invitations, whose main characters — women well-known and respected in society — affirm that they will go
to a check-up on TV3, TV3+, Tv3play and campaign home page.
- Integration into the most popular soap opera among the target audience Ugunsgrēks (Conflagration). One of the main
characters receives a letter of invitation (for a check-up).
- The ES IEŠU map on the 1188.lv website — women could find out the closest location for a check-up.
- Additional opportunity to get checked: during the campaign, a mobile mammograph was placed in the shopping mall
Alfa every Saturday.
- ES IEŠU selection of chocolate truffles, in collaboration with Pure Chocolate sold in RIMI hypermarkets in whole
Latvia – as a dedication to all women and a gift to a woman to affirm that you care!
- Targeted banners in the social network site draugiem.lv
o For women under 50: ―Do you check your breasts as carefully as you check the photo galleries of your friends?‖
o For women over 50: ―Don’t delay your breast health check-up!
o For men: ―Better two, than one! How to examine a woman’s breasts? Learn here!‖
- Printed media: interviews with campaign’s patronesses, articles related to the issue, public inquiries involving men.
Third Phase of the Campaign
Key message: I will march!
In addition:
We continued to address our male audience, revealing ways to recognize breast cancer in their midst and inviting
them to care for their women.
Activities:
- Latvia’s ex-President VairaVīķe-Freiberga invites everyone to participate in the march! – video on TV3, TV3+,
TV3play, social network draugiem.lv and campaign web page.
- A written invitation on the ex-president’s homepage, vvf.lv
Baptic PR Awards 2012

4. Category: PUBLIC AFFAIRS
- Other march patronesses and supporters — women well-known and respected in society — invite participants to join
in. Also video on TV3, TV3+, TV3play, social network draugiem.lv and campaign web page.
- An invitation to participate in the march of support was also integrated in TV series ―Ugunsgrēks‖ (Conflagration)
- Solutions for the male audience:
- A how-to guide for breast exams in the men’s magazine ―Klubs‖
- Integration of the campaign at an event for the magazine ―Klubs‖ subscribers — at Klubabārs: A LIVE master-class in
breast exams for men
- A how-to on breast exams on draugiem.lv
- In collaboration with the magazine ―Ir‖ — a wall of beautiful and healthy breasts as women’s affirmation that they
have either been to a check-up or plan on going.
- ES IEŠU Master workshop in shopping mall Alfa. Women recognized in society, artists and designers, displayed
special campaign t-shirts, which were auctioned off at the end of the march + article about the workshop in the
womens’ magazine Ieva.
- Internet banners — an invitation to the march, meeting location — the Freedom Monument.
- Hangers in public transportation — an invitation to the march: ―Raise your hand if YOU will come, too!‖.
- Printed media: advertorial + invitations to march
- The march of support on May 27 starting at the Freedom Monument, marching throught the streets of Riga with
attractive posters and in pink dress code, participating women recognized in society, for example, Minister for
Health, campaign patronesses from video invitations, artists from Master workshop, and media. March ended in
Arena Riga with a charity basket ball game between Latvia and Lithuania women’s basketball teams.
Documented Results
- Attendence rate of government-sponsored check-ups already by now is increased compared to year 2011 (complete
statistics of 2012 will be published on the beginning of 2013).
- Wide reflection of the campaign opening press conference — on all Latvian television!
- Latvia’s ex-President as the campaign’s patroness
- An especially successful take on the issue from a viewpoint previously not seen in LATVIA: COLLABORATION
WITH A MEN’S MAGAZINE!
- 15 000 people know where in Latvia to perform a breast check-up. Thanks to the ES IEŠU map on the 1188 website
(15 000 views)
- the campaign’s homepage visitor count during the campaign increased by 40 000
- breast exam instructions viewed 18 000 times on draugiem.lv, + a 50% increase in followers.
Baptic PR Awards 2012