Promoting “Humane Dying” on billboards, in print and online
July 25, 2008 by grzegorz.piechota
When you run a social campaign like this, you need to focus on the issue and not on the newspaper itself. This is the only way to make a difference. To change the world for better.
1. Media partners
Gazeta Wyborcza runs its campaign together with an outdoor advertising company AMS, a news radio network TOK FM and a web portal Gazeta.pl. They all belong to Gazeta’s publisher: a multimedia group Agora SA.
This is an easiest way to use internal synergies and reach the public with our message: “Humane Dying. A social campaign.” This is the slogan on billboards – outdoors and online.
The graphics is a play of two Polish words: “umiec” (can) and “umierac” (die).
We wanted very simple layout for billboards, as the topic deserves careful design. Maybe, it could be easier to get an attention by putting photos of dying people (as Benetton once did with a photo of a man dying from AIDS), but it would not be the attention we were looking for.
2. In-paper promotion
Paper edition of Gazeta has at about 6 million readers a week. So it is a perfect advertising channel also for our social campaigns.
Two days before the launch of “Humane Dying” Gazeta run the full page ad.
It used the last words of Ilona Miller, the first volunteer of our campaign who died just before it started.
The ad read:
“The death closes one’s eyes and opens somebody else’s”
How do we die in Poland. An art of talking about the death. Dying with God and without God. Features, interviews, readers’ letters – daily in Gazeta Wyborcza from Monday
3. Online promotion
Online portal Gazeta.pl has over 6 million real users a week and its general audience tends to be younger than the printed newspaper’s readership.
So the web is a perfect channel to reach young readers.
Working on a campaign we prepared something special for this medium: a video documentary about a Warsaw hospice: “The house of departures.” It had its premiere on the web and an advertising campaign in the printed newspaper.
The movie was shot by Gazeta’s journalists and some volunteers. It is a heart-breaking and eye-opening story about one day in the hospice from the perspective of its staff and patients.
Would you like to learn more about the campaign “Humane Dying”? Read here.
How to debate publicly on death? Find an answer here.
Tagged: campaign, Gazeta, in-paper promotion, newspaper, online promotion, outdoor advertising, taboo
Print This Post
(No Ratings Yet)
[...] involved. Of course, we launched also an advertising campaign. If you want to learn more about it, read here. Filed Under: JournalismTagged: campaign, debate, Gazeta, NGO partners, taboo Email This [...]