EAD PR Report

1. INTRODUCTION TO WORK DONE

a. OBJECTIVES

b. WORK METHOD

2. ASSESSMENT OF EVENT

3. NEWS CLIPPINGS

4. MEDIA COVERAGE

a. QUANTITATIVE ANALYSIS

b. QUALITATIVE ANALYSIS

5. CONCLUSION

1. INTRODUCTION

Developed by the European Commission, the “European Action on Drugs” initiative took place

in Lisbon on March 15 2011 and it was a campaign that involved the European Union and its

member states with the clear goal of establishing a group of measures to fight drugs where the

national authorities and specialized organizations have a crucial role.

Lisbon (Portugal) hosted the fifth event organized by EAD, having the previous ones been

organized in Rome (December 2009), Berlin (April 2010), London (September 2010) and

Warsaw (November 2010).

This event aimed to raise awareness for the subject of drugs and its effects on the world

society, health and economy.

As a way to capitalize the initiative, call for action, we used the “European Action on Drugs”

campaign claim and we sent press releases to journalists before, during and after the event. As

a way to guarantee the presence of some journalists at the event, we developed strategic follow

ups to the main national newsrooms which were successful: 10 media were present.

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After the event, we sent press releases about the initiative together with photos and informing

about the number of people and collective entities that participated in the action.

You can download the photos and other information following these links:

1. Photos (Flickr) of the 2011 EAD event in Lisbon:

http://www.flickr.com/photos/dianovaportugal/sets/72157626160211977/

2. EAD Press Kit: http://www.slideshare.net/Dianova/dossier-de-imprensa-ead-lisbon-

150311

3. EAD Schedule: http://www.slideshare.net/Dianova/agenda-european-action-on-drugs-

lisboa-2011

4. Interviews with EAD speakers

Interview with Andrzej Kosnikowski (DG JUST EC) and João Goulão (IDT, IP

and EMCDDA) to TVNET: http://videos.sapo.pt/p6DvBcArPhEBh260gGc0

Interview with Rui Martins (Dianova Portugal, EAD national coordinator) to

Sociedade Civil, RTP2: http://www.youtube.com/watch?v=c3i73x_CVrA

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2. ASSESSMENT OF THE EVENT

100 people watched the initiative. However, we estimate that about 1.200.000 people were

impacted by Media coverage.

The evaluation is, in general, very positive. We cannot forget the good reaction of the

participants: many of them approached to give congratulations for the initiative. They were very

surprised about the action, though it had an effective impact and expressed the importance of

raise attention to the drugs and addiction issue.

Regarding PR, several Media developed local interviews at the event with Andrzej

Kosnikowski from the European Commission Directorate-General for Justice and Dr. João

Goulão, President of the Portuguese Institute for Drugs and Drug Addiction, an organization that

works in the area of prevention, treatment, minimization of damages and social reinsertion in the

scope of drug addictions.

3. NEWS CLIPPINGS

We counted 81 results of news clippings with especial incidence on TV and Radio and the areas

of Lifestyle/Society, but also health and general media. We also detected some online

references in blogs and social media as well as in institutional sites.

Although it is impossible a medium or long term communication project (ideal for this kind of

subject), we were able to reach the most representative media getting to cross sectional areas

of the national media culture.

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4. MEDIA COVERAGE

The online media, due to their wide projection and potential, were the ones that wrote

immediately about the subject. The online platforms of TV channels informed about the initiative

as well as several national radio stations.

The opportunities registered were on TV and radio (several interviews for these media), and

also on some press, namely in the areas of Education and Society (articles about the action).

SIC, TV NET and RTP 2 were the TV media that developed news pieces about the initiative and

about drugs in general.

Newspapers such as Expresso, Diário de Notícias, Jornal de Notícias, Mundo Universitário

and Visão magazine were some of the main media that published news about the subject.

In summary, in what quantitative analysis concerns, we estimate that about that about

1.200.000 people were impacted by Media coverage - an excellent number that translates the

transversality and wide projection on the national media.

5. CONCLUSION

As we had the chance to mention before, our assessment of the action is very positive. It is

really gratifying to watch and be a part of an initiative with this quality and dimension and keep

in mind the positive, attentive and interested reactions concerning the issue and the action.

The buzz generated on the media, social networks and some blogs and online forums is very

satisfactory and inspiring.

We would like to take this opportunity to reinforce that has been a pleasure to work this theme and this action! We hope future projects!

EAD PR Report

EAD PR Report

EAD PR Report

EAD PR Report

EAD PR Report