When a brand or organisation wants to connect with large audiences, mass media campaigns offer the most effective recipe. In these campaigns a number of tools (TV spot, radio spot, PR, social media, offline events) are combined to achieve maximum message awareness.
All these campaigns have in common that they start with a strategy/planning phase, that they combine paid media, earned media, social media and activations (or community communication), and that they run for at least a month. If financially possible, focus group testing, baseline and post-campaign surveys can also be added to the mix.
In addition to our commercial work, through the years we have also developed and executed six mass media public awareness campaigns that have had considerable impact on important issues in Myanmar society. In 2017 and 2018 we ran anti-betel chewing campaigns featuring hard hitting TV and radio spots, posters, a PR launch and a social media campaign. The 2018 campaign reached 23 million people in the 15-55 age bracket and the post-campaign survey indicated 81% message recall!
We have also run road safety, MDR TB, second hand smoke, and consumer rights campaigns, in collaboration with government partners, INGOs, NGOs and private sector partners. A special case was the “We Are Consumers, We Have Rights” campaign of the Department of Consumer Affairs (MoC). In this case we were not only involved in the campaign, but we also conducted workshops to facilitate the development of the DOCA communication strategy, and set-up and trained the communication team. Below you’ll see one of the cartoons we used for the social media campaign.