1. Trimega Diagnostics

2. Who is Trimega Diagnostics? Trimega Diagnostics (PTY) Limited is a company specialising in diagnostic testing kits. The company manufactures and sells innovative products, which include drug and alcohol testing kits. The company is a joint venture between UK based Trimega Laboratories and Real World Diagnostics. Its core focus is bringing scientific products to the market in a form that is understood and accepted by both non- scientific business clients and consumers. Its goal is to bring global and scientific knowledge into the South African market. It is a pioneer in the field of Drug Driving in South Africa.

3. What was the Aim of the PR Campaign? To Position Trimega Diagnostics as the authority on diagnostic testing in South Africa. Launch the first ever Drug Driving Report to the South African media, business and consumers. To position DrugAlyzer with the South African market as the leading drug diagnostic testing device. To introduce Trimega Diagnostics to key stakeholders within the drug, motoring and government sectors. To launch Trimega Diagnostics to the business and trade sector. Ashley and Avi to be profiled in conjunction with this objective in order to give credibility and personality to the brand. To educate media and the business sector on how products are sourced, developed, manufactured and offered, how they work and the mechanics behind them.

4. Further aims of the PR campaign:- To create sustainable awareness and credibility for the products, the brand as well as Avi and Ashley. To strategically align Trimega Diagnostics and their products with supporting companies. To launch the report – survey into DRUG DRIVING habits and statistics of the South African driver – launching DrugAlyzer to the SA consumer and industry.

5. To Drive awareness of the results To Drive awareness of the testing kits to support the business objective of selling the kits to agencies, pharmacies, business and the end user. Position Trimega Diagnostics as an authority on diagnostic drug testing in South Africa – for example child custodial cases; accident – insurance claims; workplace incidents etc To spark debate regarding current legislation Trimega Diagnostics to be seen as the champion for lobbying Government to re-define the legislation around narcotics and substance abuse in respect of “Driving "whilst under the influence on Drugs” – DUID. Position Trimega Diagnostics as the solution to non-invasive, cost effective, consumer friendly and efficient drug testing. In the event of any road accidents both drug & alcohol testing should be mandatory.

6. Specifically written releases with key angles were sent to long lead media (magazines and newspaper/radio) Key messaging was done via the drafting of press releases for input by the Trimega Diagnostics team – so that we had a focussed message going out to the media Ongoing press liaison to ensure that the media had relevant information they needed in order to do specific interviews/editorials. Pitching and following up with radio, television and print to secure coverage for Trimega. Crisis Management in terms of submitting statements to counteract and provide clarity on controversial publicity.  Photocalls  Press launch at city scrapyard.  Roundtable discussion with media and key stakeholders.  Strategic partnerships with MRC, Distell etc.  Accompanying media to roadblocks to ensure that coverage was obtained.

7. The total campaign publicity to date for the 6 months period equated to R 7,438,639.03. The role of PR was to create awareness around the DrugAlyzer and maintain brand name/face for Trimega Diagnostics within the targeted media and consumers of that media. Total Media helped to create awareness and maintain brand name/face for Trimega Diagnostics within the targeted media. This lead to Trimega Diagnostics being top of mind during the term in which the campaign ran.

8. Even Ministers can’t escape!