Migraine Awareness 2019 Revised

Migraine
Awareness
Campaign 2019

Campaign Aims

Create awareness for Migraine
Educate the public about Migraine & prevention measures
Activate patients with Migraine to seek professional help
from their doctors
Show the impact of Migraine on work life, social life and
family
Promote the Speak Your Migraine campaign in Cyprus

Publicity

TV & Radio Interviews

Suggested Radio Shows

Radio Politis (Christos Lazanias)
Proto RIK (Andri Karantoni)
Active (Andri Daniel)
RIK Trito

Suggested TV Shows

Sigma TV (Protoselido)
Alpha TV (Alpha Enimerosi)
Omega (Proina nea)
RIK (Ev Zin)
Ant1 TV (Mesimeri kai kati)

Articles & Print Interviews

Suggested Print Publications

Newpapers
Weekly Magazines

Suggested Online Publications

Sigmalive
Philenews
Cyprusnews.eu
Ygeia-news.com
Dialogos.com
Politis.com
Alpha news live

Publicity Plan

Publicity Plan about Migraine
Awareness 2019

Activities Mediums Publications 9-15/9 16-22/9 23-30/9

Interviews Print/Online Radio Interview TV Interview [RIK TV Interview [Ant1
Media/TV/RADIO [POLITIS FM] EV ZIN] Mesimeri kai kati]

TV Interview [Alpha Radio Interview Radio interview
News] [Active] [Proto RIK]
Politis/RIK/Alpha/Sigma/TV
ONE/Politis/Kathimerini/Phi TV Interview
lnews Radio Interview [ΡΙΚ [Protoselido -
3rd Progamme
Proino SIGMA]
Dromologio]

Press Releases Print / Online ALL Migraine Press
PER TITLE conference
Articles Print / Online Article [Haravgi] Article
Article [Politis] Article [Simerini] [Kathimerini]

Estimated Costing

Publicity Details Cost (€

Marketway Fee Write & distribute press releases / edit 1.000
materials/ schedule preparation /
schedule implementation / schedule
supervision

*A publicity evaluation report is
submitted two weeks after the
completion of the campaign.

Celebrities with migraine

Who:

Andri Daniel
Nickolas Markantonis

What:

Migraine Ambassadors

Why:

To help raise Migraine awareness and
increase the attention for its impact
through their personal experience with
Migraine

The Press conference

What: Press Breakfast &

Interactive Presentation of Migraine Symptoms

When: Thursday, 12 September 2019

Where: Ministry of Health

Who: Selected Press Reps, Local Medical

Societies, Local Patient Associations, MOH (Minister,

Director General, Heads of Departments),

Parliamentary Health Committee

Why: To announce the launch of the Migraine

campaign and present the awareness actions

Agency Responsibilities

Guest List [Prepare]
Press Invitation [Design & Distribute]
RSVP
Press Kit [Prepare & Distribute]
Audiovisual Equipment [if not provided by venue]
Liaise with all 3rd party [venue, photographer, cameraman, etc]
Audio Production
Plan, organize and supervise the event [2 executives]
Ensure Publicity
Publicity Evaluation Report [Prepare & Submit]

Event Timeplan

Task Action Deadline Responsibility Notes

Venue Booking 3.09.2019 Agency

Invitation Distribution 6.09.2019 Agency Design by Agency

Invitation Reminder 9.09.2019 Agency

RSVP Follow Up calls 10.09.2019 Agency

Branding Materials to be sent for 6.09.2019 Agency Design by Agency
Branding production 11.09.2019 3rd Party
Branded items produced

Audiovisual Book 10.09.2019 Agency Only if not provided by
Equipment Book 10.09.2019 Agency Venue
Photographer / Prepared & Approved 9.09.2019 Agency & Client
Cameraman Distribute to Media 12.09.2019 Agency Prepared by Agency –
Press Kit Ensure rich publicity n/a Agency Approved by Client
With the conclusion of
Press Kit event

Publicity

Publicity Evaluation Prepare & Submit 3 weeks after press Agency
Report material is distributed

Note: Above action plan is indicative and are only for programming purposes. They may

change due to the conditions and progress of implementation of the individual partnerships as
well as the cooperation of third parties.

Press conference Costing

Leventis Details Cost (€)
Gallery
Catering & Venue Booking (30 persons) 300
Third-party
expenses Venue branding 150
Photographer 150
Audio production 600

Marketway Fee Creative designs Organization / 500
Implementation / Supervision / RSVP /
Press Release / Branding design

* VAT [19%] is not included in the above mentioned amount

Social Media Campaign

We divide the campaign into three phases:

Phase 1 – The Awareness: We begin with raising awareness for the
Speak Your Migraine Initiative and the Migraine Awareness Week. We reach the
maximum number of people. We use a link to our own Cypriot Speak Your Migraine
landing page so we can track them and remarket them on the second phase.

Phase 2 – The Education: We use the content provided to educate
people about the facts and figures of migraine. Knowledge is the weapon against
ignorance and therefore against stigma. In our campaign we suggest enabling
Facebook Pixel so we can reach the people that showed interest in the first phase.
*The second half of this phase runs throughout Phase 3.

Phase 3 – The Conversation: We invite people to participate in a larger
conversation by sharing their own experiences. This phase is about removing the
stigma. By engaging with other people with the identical symptoms, migraine feels
less of an experience that you go through alone. This phase could co-exist with the
Celebrity Endorsement (Celebrity with a migraine). The celebrity could be the one
starting the conversation, inviting other to join in.

Social Media Campaign
Phase 1 – The Awareness

Page Like Campaign –Migraine Awareness Week

Objective: Create Awareness within the larger Cyprus scale – Increase Facebook
Reach, draw more people in to like our Facebook Page. This ad will run during the
Migraine Awareness Week or the first week of the campaign.
Audience: All Cyprus audience of ages between 30-50
Placements: Instagram, Facebook & Audience Network

Content Advertising Budget Total Est. Reach
Type/Week no.

Ad/1 €300 67,2K-276K
Set-up Fee: €50
Total: €350

Engagement Posts – Speak Your Migraine Awareness

Objective: Create Awareness within the larger Cyprus scale – Drive people into our
website. These Posts will be scheduled from week 2 to 4.
Audience: All Cyprus audience of ages between 30-50
Placements: Instagram, Facebook & Audience Network

Content Type/Week no. Advertising Total Est. Reach Total Est. Engagement
Budget

Engagement Post/2 €30 8,4K-25,2K 120-354
Engagement Post/2 €30 8,4K-25,2K 120-354
Engagement Post/3 €30 8,4K-25,2K 120-354
Engagement Post/3 €30 8,4K-25,2K 120-354
Engagement Post/4 €30 8,4K-25,2K 120-354
Engagement Post/4 €30 8,4K-25,2K 120-354

Set-up Fee: €50
Total: €230

Social Media Campaign
Phase 2 – The Education

Engagement Posts – Video Views
Objective: Educate people about the issue of Migraine. Give them tips and helpful
information regarding our theme. The content will consist of static images and
posts. We enable the Facebook Pixel to remarket the landing page visitors.
Audience: All Cyprus audience of ages between 30-50 – Website Visitors through
Facebook Pixel
Placements: Instagram, Facebook & Audience Network

Content Type/Week No. Advertisin Total Est. Reach Total Est. Engagement
Engagement Post/5 g Budget 3,9K-11,4K
Engagement Post/5 3,9K-11,4K 57-162 Set-up Fee: €80
Engagement Post/6 €10 3,9K-11,4K 57-162 Total: €460
Engagement Post/6 €10 3,9K-11,4K 57-162
Engagement Post/7 €10 3,9K-11,4K 57-162
Engagement Post/7 €10 3,9K-11,4K 57-162
Engagement Post/8 €10 3,9K-11,4K 57-162
Engagement Post/8 €10 3,9K-11,4K 57-162
Engagement Post/9 €10 3,9K-11,4K 57-162
Engagement Post/9 €10 3,9K-11,4K 57-162
Engagement Post/10 €10 3,9K-11,4K 57-162
Engagement Post/10 €10 3,9K-11,4K 57-162
Engagement Post/11 €10 3,9K-11,4K 57-162
Engagement Post/11 €10 3,9K-11,4K 57-162
Engagement Post/12 €10 3,9K-11,4K 57-162
Engagement Post/12 €10 3,9K-11,4K 57-162
Engagement Post/13 €10 3,9K-11,4K 57-162
Engagement Post/13 €10 3,9K-11,4K 57-162
Engagement Post/14 €10 3,9K-11,4K 57-162
Engagement Post/14 €10 3,9K-11,4K 57-162
Engagement Post/15 €10 3,9K-11,4K 57-162
Engagement Post/15 €10 3,9K-11,4K 57-162
Engagement Post/16 €10 3,9K-11,4K 57-162
Engagement Post/16 €10 3,9K-11,4K 57-162
Engagement Post/17 €10 3,9K-11,4K 57-162
Engagement Post/17 €10 3,9K-11,4K 57-162
Engagement Post/18 €10 3,9K-11,4K 57-162
Engagement Post/18 €10 3,9K-11,4K 57-162
Engagement Post/19 €10 3,9K-11,4K 57-162
Engagement Post/19 €10 3,9K-11,4K 57-162
Engagement Post/20 €10 3,9K-11,4K 57-162
Engagement Post/20 €10 3,9K-11,4K 57-162
Engagement Post/21 €10 3,9K-11,4K 57-162
Engagement Post/21 €10 3,9K-11,4K 57-162
Engagement Post/22 €10 3,9K-11,4K 57-162
Engagement Post/22 €10 3,9K-11,4K 57-162
Engagement Post/23 €10 3,9K-11,4K 57-162
Engagement Post/23 €10 3,9K-11,4K 57-162
Engagement Post/24 €10 3,9K-11,4K 57-162
Engagement Post/24 €10 3,9K-11,4K 57-162
€10 57-162
€10

Social Media Campaign
Phase 3 – The Conversation

Video Post
Objective: Invite People to share their stories. Make Migraine a topic for
conversation give people a platform to talk, interact and debunk the stigma
surrounds the issue. The conversation can take place in the comments below. We
can also encourage shareability via the #SpeakYourMigraineCy in stories and
Facebook/Instagram posts.
Audience: All Cyprus audience of ages between 30-50 – Website Visitors through
Facebook Pixel
Placements: Instagram, Facebook & Audience Network

Content Advertising Budget Total Est. Reach
Type/Week no.

Video/17-24 €300 135K-390K
Set-up Fee: €50
Total: €350

Social Media Campaign
Costing

Novartis Speak Your Migraine Social Media
Campaign

September 2019 – February 2020

Advertising Spend Total Est. Reach Set Up Fee Total

€1.160 408,6K-1,27Μ €230 €1.370

Social Media Campaign
Additional Suggestion

Additional
It is important we created a Cypriot landing page where we
would send the audience to learn more and through which we
would be able to track them back with Facebook Pixel.
Landing Page Cost:

landing page (one page) 750
landing page like the speakyourmigraine.gr 1.100

For all the campaign period but for Phase 3 especially, we
propose community management as we will need to monitor
the content sent as well as engage with the people that take
part in our conversation.
Community Management Monthly Charge: 450
euro/month

Migraine Awareness
Campaign 2019 Overall

Costing

Migraine Awareness Campaign 2019 Overall
Estimated Costing

Description Cost (€)
Press Conference 1.700

Social Media Campaign 1.370
*3.800
Social Media Campaign 1.000
Additional Suggestion 4.070
Publicity
TOTAL

* Not included on total

Thank You