CIP,the strategy and communication branch of CnC International, participated in the “EPIONI Ltd”, the consortium that was chosen by the Ministry of Health and Social Solidarity to communicate and promote the Operational Program “Health and Welfare 2000 - 2008”.

About the campaign

The publicity and communication program was aimed at informing the public , key opinion leaders (KOLs), the potential and final beneficiaries as well as regional and public authorities, social and economic partners and every institution that is involved in health about the goals and the achievements of the Ministry of Health and Social Solidarity in relevance to the 2000- 2007 Health and Welfare Operational Program, funded jointly by the EU Support Framework (75%) and Greek National Funds (25%). The Operational Program dealt with 4 operational pillars: primary health care, mental health, welfare and human resources.

Aim of the campaign

The aim of the campaign was to make known to the general public, specific target audiences and the Ministry’s stakeholders the Operational Program itself and the successful achievement of the goals set by the E.U.

Design and implementation

CIP took up the design and implementation of a series of communication activities and participated in the determination of the communication strategy and vehicles that were selected for the campaign, taking into account the various audiences and the goals of the campaign.

During the course of the communication programme all actions were evaluated and certain were redesigned and adapted to the changing environment and the effectiveness of the actions implemented thus far.

Campaign Actions

In detail, CIP’s involvement in the project included the design, production, distribution of informative and communication materials, including research and copyrighting, graphic design, designing, setting up and operating of distribution points, the organisation of meetings and conferences (including their print and commemorative material) and the organisation of media events.

In detail, the campaign included:

1. Mass Media Campaign

Two tv spots and two radio spots were produced and broadcasted nationwide and locally. The tv spots and radio messages summarized the campaign’s main aspects and actuated the public to get informed. The media campaign ran for a total of two months, starting October and ending November 2008.

2. Brochures, leaflets and posters:

a ) General brochure for the Organizational Program – An eight-pages-long brochure was designed, produced in 1.000.000 copies and distributed to all Greek hospitals as well as the general public. This brochure was a presentation of the goals of the operational programme that had been achieved .

b ) Leaflets about welfare . Two kinds of leaflets concerning welfare were designed , produced in 50.000 copies and distributed to the general public nationwide, relat ing to vulnerable social groups and informing them about the new welfare structures (Centers providing Support Services) .

c ) Leaflets about mental health . 100.000 informative leaflets about the achievements of the Operational Programme regarding mental health were designed, produced and distributed to the general public nationwide

d ) Leaflets & posters about human resources in public health . 25.000 informative leaflets and posters were designed , produced and distributed to hospitals and organizations to enhance the importance of continuing training and inform about the training courses and seminars that were available for nurses and hospital staff.

3. Media events : A journalist trip to Corfu was organized , to give the press a first hand opportunity to witness the changes implemented with regards to mental health infrastructure . Journalists attended a press conference held by the Director of the Psychiatric Hospital in Corfu, as well as several psychiatrists that work in the Psychiatric Hospital in Corfu. Moreover, the journalists visited the Psychiatric Hospital and the new housing were the mentally ill live now. .

4. Conferences : a ) A two day conference was held in April 2008 (17 & 18 of April ) for the administrators of Greek Reginal Health Authorities. The Secretary of the Health Department, Mr. Papageorgiou launched the conference and made the opening speech. During the conference each region presented its achievements and its work that were accomplished under the Organizational Program.

b) A two day conference was held in Maroussi’s City Hall on the 11 th & 12 th of December 2008 to promote the achievements and work of the Centers providing Support Services. Also, the Mayor of Maroussi awarded the social scientists, psychologists and sociologists that are employed in these Centers .

5. USB : A branded USB memory stick containing information, statistics and other material was designed, created and distributed to a select list of 1600 key opinion leaders. The USB included the comprehensive assessments of all the actions of the Operational Programme, news and testimonials from health units and the general public and scheduling and completion percentages

6. Success stories book: An impressive collection of first hand testimonials of citizens that benefited from the new welfare infrastructure created all over Greece was published and distributed to KOLs and local authority officials. The collection featured the stories of ordinary people and the social workers that helped them see life more optimistically after receiving help from them.

7. Newsletters : 4 issues, both print and electronic of the Programme’s newsletter were designed, written, produced and distributed. The newsletters chronicled the Programme’s achievements and accomplishments and included news and testimonials from local health authorities. The newsletters were distributed to a select list of 10000 recipients, including MPs and government officials, local authorities administrators, health professionals, KOLs, the media and prominent members of the local societies.

8. Advertorials . A series of advertorials were designed, written and published, regarding the Programme’s 4 pillars, as well as individual projects within the pillars’ framework. They were published in regional, local and national press and in industry-specific publications, after a careful media plan that distributed the relevant information to the various audiences.

9. Roadshow A roadshow was set up to inform the citizens of the 5 major cities of Greece about the changes in the mental health policy. Offering general and local-specific information, the road show travelled around the country offering information about the changes as well as the new opportunities the mental health reform opened up for the citizens

10. Presentation of the Mental Health reform in Tripolis Celebrating the closing of all mental health asylums in the area, a day conference was organised in which the project was presented and analysed by university professors and health administrators

11. “ Portraits ” : In order to promote tolerance and combat the stigma associated with mental illnesses, a collection of short biographies of famous people that had suffered from some sort of mental illness was created, produced and distributed. The collection highlighted the creativity, ingenuity, passion and skills of politicians, artists, actors and writers, showing in the best possible way that mental illnesses are to be viewed as any other type of illness.

12 . Enterprise week . The Social Cooperatives are local business units helping former and recovering mental patients get integrated in the social nexus of the area they live, offering them employment and a creative outlet. Organised by the EPIONI Consortium, the Social Cooperatives participated in the 2008 Enterprise Week show, informing visitors and participants about their aims, methods, results and products.