In 2011 Georgia has joined global process by launching a Nation-wide campaign: “No Pain in Our Families”. In 2011 Georgia has joined global process by launching a Nation-wide campaign: “No Pain in Our Families”.

Situation analizes Society is not informed properly Pain management is not a priority Stigma- pain relief use might cause a drag addiction Knowledge – how to use pain reliefs effectively Pain is accepted as a norm Attitudes shaped by soviet legacy

Strategic formula Public opinion Modern pain management methodologies What do we want ? Policy makers & Health care officials. Who should do it?

Modern pain management methodologies Strategic formula Accumulate a critical mass of supporters BIG enough to cause changes. Policy makers & Health care officials. PRESSURE

Online Platform: tkivilisgareshe.ge NEWS Supporters registration What we want to achieve Poor standards of pain management (Real Stories) Pain Rating

SPECIAL EDITION: special edition the of Nanuka’s Show (one of the most famous evening TV show in Georgia) dedicated to pain.special edition the of Nanuka’s Show (one of the most famous evening TV show in Georgia) dedicated to pain. GUESTS 1: Irakli Imnaishvili – will launch the campaign’s website tkivilisgareshe.ge and explains how to use different interactive tools. GUESTS 2: Campaign face a famous Georgian jazz singer Vazha Mania will call on the viewers to join him and become supporters of the project. BRANDINGS: The studio should be decorated with project brandings and special corner should be dedicated to the project voluntaries which were wearing yellow t-shirts with campaign logo on it. Heavy TV promotion : Prime time only (10 times a days during 7 days ) Our conditions

Three important achievements of the launch: 1)Campaign was launched on prime-time of the national TV channel. 2) The web-site of the campaign was lunched on air and it enabled to promote specially design online tools and demonstrate how to use them. 3) A charity events was promoted Campaign Launch Within 3 hours after the programme:  users registered their support on  The online security system wrongly interpreted the high number of the traffic as cyber attack and switched off the domain for 5 hours.

Smile event

Street event

Charity Event Charity jazz concert was organised as a final event of the campaign. Before the concert, a photo session campaign was organised in the theatre lobby. Magazine “Liberalis” special issue about pain management was delivered for free

SUPPORTERS Modern pain management methodologies Achievements Policy makers & Health care officials SUPPORTERS PRESSURE COMPLAINS PRESSURE MEDIA COVERAGE PRESSURE

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Factors maximizing campaign effectiveness Framing- Clear messaging and campaign logo/symbol Reciprocation (exchange)- choosing media outlet as partner in advance and promoting their brand name on information materials in exchange- Imedi, Magazine Liberali (cover page ) Liking- pleasant environment, concert Engagement of authorities and representativeness- Ministry of health, Celebrities

TIMELINE Channel Septe mber 25 October dfg Unveiling personal stories- Nanuka Show program Launch of the web site Concert promotional commercials Print Media