Contact person: emilia shikova



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BAPRA BRIGHT AWARDS ENTRY FORM

AGENCY NAME: Ogilvy Public Relations Sofia

CAMPAIGN TITLE: „Share your word about drugs”

CATEGORY: Sustainable Development

CONTACT PERSON: EMILIA SHIKOVA

ADDRESS: 3 UDOVO Str., SOFIA 1463, Bulgaria

MOBILE: 0888 600 102

E-MAIL: Emilia.Shikova@ogilvy.bg

PAYMENT OPTIONS

IMPORTANT: Payment MUST accompany your entry. Please, include notice of payment with your entry. If you need an invoice, please request it in plenty of time so that payment can be included.

The entry fee for BAPPA members is 190 BGN per entry. The fee for non members is 245 BGN.

Wire transfer details:

BAPRA Bank account:

Bank: DSK Bank

IBAN: BG13STSA93000001434292 BIC: STSABGSF

DEADLINES

Entries should be received by Sunday 11th of April 2010 23:59. We will accept entries uploaded to www.bapra.bg not later than midmight on the stated above date. Entries will not be acceped after Sunday 11th of April 2010. Please, upload this form in the section “Upload your entry” on www.bapra.bg for successful entry submission.


  1. PLEASE, DEFINE THE COMMUNICATION PROBLEM:

The anti-drug campaign is an initiative of the United Nations Office on Drugs and Crime (UNODC) aimed at raising awareness on the drug abuse problem. This year the campaign was supposed to be focused on drug use by teenagers. The culmination of the campaign should be on the International Drug Prevention Day – 26th June. In recent years the topic had been more than exhausted, so UNODC wanted a new approach in stating an old problem.

Communication objectives were:



  • Raise public awareness about drug abuse problems with teenagers

  • Engage target groups into a discussion about the problem

  • Position UNODC as the organization with biggest contribution to drugs prevention

Target groups were defined as follows:

  • National media

  • State institutions: Ministry of Health, Ministry of education, National Centre for Drug Abuse

  • Teachers and school authorities

  • Parents

  • NGOs, dealing with drug abuse problems or children

  • General public

Searching for relevant information, the agency found out that there is no official statistics about drug abuse by teenagers in Bulgaria. Also, there is no in-depth research about teenagers’ attitudes, usage habits or thoughts about drugs. 20 Bulgarian NGOs deal with drug problems, 39 NGOs – with young people. Numerous speeches, reports, summaries, recommendations, plans and strategies are released each year without paying attention to teenagers’ point of view.

  1. PLEASE, SHARE YOUR STRATEGIC APPROACH:

Our strategy:

Interrupt the vicious circle of public speaking about children and give them the opportunity to speak for themselves. Give them a chance to share a word on drugs and make the public – parents, teachers, institutions and media listen. Just for once.



Tactics: In order to get and communicate teenagers’ opinion on drugs, we planned a several-stage campaign:

  • An online survey aimed at both students and adults (parents, teachers) with one and the same questions in order to show the difference in attitudes

  • Meetings of students from elite secondary schools in Sofia with some famous Bulgarian TV journalists, covering social issues

  • Huge empty billboards featuring only a big headline “Drugs are …” or “I … drugs” around the city and in school yards, giving teenagers the chance to write their opinion on drugs

  • Event on 26th June with special “Drug Elections”, giving teenagers a chance to vote on drugs and a press conference to announce the results of the campaign

Success criteria:

  • Media coverage according to previously agreed list of 40 media

  • Survey to be uploaded on sites of the biggest teenage portals and on sites targeting their parents and teachers

  • At least 2000 participants in the online survey (which makes it representative)

  • Participation of students in the meetings and involvement in placing messages on billboards

  • Media and authority/state figures’ presence at the special event

  • Number of children attending the event and participating in the elections – 300 invited

  1. PLEASE TELL US ABOUT THE IMPLEMENTATION OF THE PROJECT

The survey was launched 1 month prior to event - internet banner campaign featuring the headline of the campaign “Share your word about drugs” lead teenagers and their parents and teachers to the survey page.

8 meetings of secondary school students with 4 different journalists from the biggest national TV channels were held, followed by reportages on the topic, summarising students’ opinions on the problem.

The billboards were all covered with messages, poems, lines from popular songs, students writing their genuine opinion on drugs - from praise to anathema. The passengers could read them in the course of 1 month after the campaign.

The final event was held on 26th June 2009 in one central city school some days before Bulgarian National Elections. It was opened with Yes or No to Drugs Voting. The students fulfilled the ballots in a dark room and then put them into a special urn. The press conference was held in a classroom, all the journalists and guests sittings at the children’s desks and listening to survey and voting results. Media could also take a look at the children writing at billboards in the school yard. The event was attended by representatives of Regional Council for Narcotic Substances, the State Center for Drug Addictions and Sofia Municipality. A special guest at the event was the Minister of Education, who voted and put his message on the billboard.



  1. PLEASE STATE THE EFFICIENCY AND YOUR ACHIEVEMENTS:

The overall budget of the campaign was 4 305 BGN

13 sites uploaded the survey for free

4000 participants in the on-line survey

5000 messages on the boards

500 voted in the lections

28 media reps at the event

80 publications and reportages at the overall ad value of 43 305 BGN (22 207 Euro)

Minister of education, representatives of major state and non-government organizations attended the event and promised keeping further the dialogue

And finally – we showed to Bulgarian society that 73% of the parents thought their children had never tried drugs. 73% of children stated they had.


Преводно нареждане (кредитен превод)









 Платете на - име на получателя /Beneficiary name

 БАПРА



 IBAN на получателя / Beneficiary's IBAN

 BG13STSA93000001434292



  

BIC на банката на получателя / Beneficiary bank's BIC

STSABGSF



    

 При банка - име на банката на получателя / Beneficiary bank

 БАНКА ДСК АД



ПРЕВОДНО НАРЕЖДАНЕ ЗА КРЕДИТЕН ПРЕВОД
PAYMENT ORDER FOR CREDIT TRANSFER


Валута
Currency

 BGN



 Сума / Amount

 245.00




 Основание за превод - информация за получателя / Details of payment - information for the beneficiary

 Такса за участие в конкурс



 Още пояснения / Additional Details

 



 Наредител - име / Ordering customer

 OM SOFIA PR OOD



 IBAN на наредителя / Ordering customer's IBAN

 BG52RZBB91551066779819



 

BIC на банката на наредителя
Oredring bank's BIC

 RZBBBGSF



 **Платежна система (РИНГС или БИСЕРА)
 **Payment system (RINGS/BISERA)

  БИСЕРА



*Такси
*Charges

 2



 



*Такси: 1 - за сметка на наредителя; 2 - споделени (стандарт за местни преводи); 3 - за сметка на получателя
*Charges: 1 - to be borne by the ordering customer; 2 - shared (standard for local payments); 3 - to be borne by the beneficiary
**За суми под 100.000 лв., ако полето "платежна система" не е попълнено, банката изпълнява нареждането чрез БИСЕРА
**Payments for amounts less than BGN 100.000 - for which field "Payment system" is not filled in, shall be executed via BISERA




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09.04.2010 16:35

09.04.2010

09.05.2010



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09.04.2010 16:46

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