If - EFCNI

PRE-MOTHER’S DAY EVENT
Mothers marched for Preemies one
week before the Mother’s Day
May 2012
“Let’s March for Preemies Earlier on Pre-Mother’s Day”
- May 8, 2012 İstanbul
Patient Association and Abbott Turkey Team
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Situation Overview
• There is a lack of awareness about the risks associated with prematurity
and the basic needs of premature infants among parents, families and
public.
• 75% of the infant deaths still occurs due to the low rate of accurate
neonatal care in Turkey.
• The Patient Association, Elbebek Gul Bebek, a member of EFCNI, has been
active for more than two years.
• Mothers’ magazines and social networks are very popular and are being
followed by many Turkish mothers, parents and families.
• Mother’s Day related events are very well perceived and accepted by the
national media. A good coverage can always been provided.
• Municipals are one of the major stakeholders that ease message
delivering process to public and are open to develop partnership for
awareness raising projects.
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Pre-Mother’s Day Event
“Let’s March For Preemies in an earlier
date of the Mother’s Day”
May 8th, 2012
Objectives
– Raise awareness and deliver core messages about the importance of
neonatal care and risk factors associated with current/future
prematurity.
– Creating an online community which enables information sharing related
to preterm births. (Increasing the efficiency of the related website and
Facebook page by attracting more people)
– Creating awareness and curiosity for the upcoming video launch for
preterm births.
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Strategies
• Utilizing Mother’s Day as a communication opportunity to develop a
multi-stakeholder event that will raise awareness and attract the
attention of the media.
• Designing a special day to be dedicated for preemie mothers and name it
as “Pre-Mother’s Day”
• Encouraging the authorities, the mayor, KOLs, health journalists, mothers’
magazines, columnists, social media writers, mothers and families to get
involve in this action, in order to boost the impact.
• Delivering the desired messages on prematurity by using the PreMother’s Day event with the speeches of the guest speakers, as well as the
ads on Facebook and press release that was published and distributed by
the Patient Association, El Bebek Gül Bebek.
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Pre-Mother’s Day Event
“Let’s March for Preemies Earlier”
• Patient Association invited preemie mothers, parents and families to
Beyoglu District to attend the event on May 8, 2012 (one week earlier
than the Mother’s Day) through with the announcements on the different
media channels.
• The Marching Event has been held with the support of the Municipality of
Beyoglu and the Patient Assosciation, El Bebek Gül Bebek, on May 8,
2012.
• The participants had a short walk from Taksim to Beyoglu (about 10
minutes) by holding colorful sign boards and stamping baby footprint
stickers on the pavements.
• Facebook ads were on display for two weeks.
.
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Media Tactics & Timing
• Press Meeting (May 8th, 2012)
A press meeting has been held before the march for preemies took a start. The event
started with the participation of mothers, children and the media. While marching, the
attendants placed small baby footprints on thee streets of Beyoğlu.
– Program:
•Welcome speech of President of PA Association, Ozgur Doga Keles.
•March from Taksim to Galata with the participation of hundreds of parents and children.
•Interviews with the parents.
• Press release (May 8th, 2012)
A press release was issued to announce the event and deliver the key messages.
Interviews with the Patient Association representatives were arranged.
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.-
Key Messages
• All newborns and premature babies have the right to access medical care. Children have the right to enjoy the
highest degree of health and to have access to medical, rehabilitation and preventive services.
• In Turkey, approximately 1.3 million babies are born every year and 1 out of 10 babies are born prematurely.
Complications of prematurity are the number one cause of death for babies during the first month of life.
• Enhancing the availability of information and support for parents during their time in the Neonatal Unit
could help replace fear and anxiety with confidence, and improve their ability to effectively manage the risk
of respiratory infection, which is critical once they take their newborn home.
• Mothers of premature infants are burdened by their future worries for their children, with 42% concerned
about the long-term health complications, and 36% believing their children will fall behind in physical
development
• Patient monitoring programs need be developed in order to long-term follow up period for the preterm
infants and manage the prematurity care after discharge.
•
The parents of premature infants need support by specialist staff for their psychological problems and
information about the care of premature babies.
•
The newborn is a person with specific rights which it cannot demand itself due to its physical and mental
immaturity. These rights impose a series of obligations and responsibilities on society, which the legislative
and executive institutions of all countries must enforce.
•
The mothers of the premature infants should have longer post-delivery leave of time than the mothers of
term infants.
• For more information about prematurity care, you can visit web address “elbebekgulbebek.org” patient
association web site and “Prematurk facebook” page.
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Actions
• External:
o Press conference and marching event held by El Bebek Gül Bebek Association
(PA).
o Notices via Twitter and PA’s Facebook page.
o Circulation of the short videos on TV.
o Interviews both on TV and newspapers.
o Ads on Facebook
Notice on the Facebook page
– 3 different ads were published.
– Click numbers of each ad were evaluated.
– Most clicked ad was chosen to be the all-time ad of the page.
• A short movie called “Impatient Baby” has been conducted by Patient Association
in order to inform mothers, mothers of premature babies and expectant mothers
and will be used next month.
Achievements
on Printed, Visual and On-Line Media
• Printed Media:
– News clippings on top-tier newspapers.
• Visual Media:
– News and interviews on TV (NTV, Fox, HaberTürk)
• Social Media:
– Columnist Pınar Özyiğit announced the event from her Twitter and Facebook
accounts, as well as writing about the campaign on her column in HT Hayat
website and on her blog, “Benim Gibi”.
– Members of Premature Bebek (Premature Baby) Facebook page almost tripled in
two week’s period. – number of followers increased from 2,611 to 6,192.
– The event was mentioned on Twitter both from HT Hayat’s and Premature Bebek
accounts
– 265 new visits to Patient Association’s website.
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News on Printed Media
Between May 5 – 10, 2012
Early walk for
Preemies.
Haber Türk –Daily Newspaper
(05.05.2012)
Preemie mothers, let’s
walk on Istiklal Street.
Yeni Asya –Daily Newspaper
(10.05.2012)
News on Printed Media
In Turkey, every year
130,000 babies are
born premature
Between May 13 – 15, 2012
Milliyet –Daily Newspaper
(13.05.2012)
Haber Türk – Daily Newspaper
(15.05.2012)
News on TV
Channel
NTV
NTV
Fox
NTV
HaberTürk
NTV
Program
Date
Evening News
08.05.2012
News
09.05.2012
Çalar Saat
09.05.2012
(Morning News)
Güne Başlarken
09.05.2012
(Morning News)
News
09.05.2012
Haftasonu
13.05.2012
Between May 8 – 13, 2012
Çalar Saat TV
Program became
39th in rating
listings with 2%
reach
Evening news on
NTV became the
81st with a
reaching rate of
0.82%
Interview with Özgür
Doğa Keleş, the
President of El
Bebek Gül Bebek
Association
News on On-line Media
Between May 6 – 8, 2012
Walk for Preemies.
Early walk for
Preemies.
DHA – Online
Newspaper (08.05.2012)
Mothers of
Premature Babies
are here
HT Hayat – Online
Magazine (06.05.2012)
Haberdesin – Online
Newspaper (08.05.2012)
News on On-line Media
On May 17, 2012
Rights of Premature
Babies should be
defended.
Prematurely born
babies
Bahçelievler Gazetesi –
Local Newspaper
(17.05.2012)
Hekimce.com – Online
Newspaper
(17.05.2012)
News on Social Media
Facebook
Prematüre Bebek
(Premature Baby)
Facebook page
HT Hayat
Facebook page
News on Social Media
Blog
Benim Gibi – Blog Page
(May 6)
Preemie mothers, let’s
walk on Istiklal Street on
8th of May.
News on Social Media
Twitter
Benim Gibi - Twitter
HT Hayat - Twitter
# of followers increased on premeturebebek
Facebook page : almost tripled in two week’s period
20.04.2012
10.05.2012
Facebook Ads
Click if you are a mother!
All mothers unite on
this page. Click here to
join us.
Clicks
Targeted
Reached
Social Reach
Connecitons
84% increase in the # of visits to El Bebek Gul Bebek
website: jumped from 1,356 to 1,621 in two week’s period
265 increase in number
of visits to the website.
(From 1,356 to 1,621)
84.27%
increase in
the website
traffic