This campaign was a big challenge for our agency because that time, almost none knew what the stem cells are and their usefulness. Furthermore it was a very delegate and important matter for the new parents .
The education of our target groups for the stem cells , and furthermore what differentiates the public from the private banking as well as the awareness of the public on how and which diseases they cure were among our goals.
The public awareness campaign had two main target groups: general public and health professionals.
A.P.R.’s approach focused on investigating awareness of stem cells among the general public, providing a basis for the need for increased education on stem cells in order to aid public or private banking. A.P.R. also established a positive alliance with the gynecologists and developed a credible campaign with educational messages and materials that resonated specifically with medical and consumer audiences.
We used all the communications tools and especially media relations.
The results were impressive as today, most of the general public know in general what the stem cells are and which diseases are cured by them while 70% of the public knows exactly their usefulness and the necessity of their banking public or private.
Additionally, almost all gynecologists inform and propose to the new parents the stem cell banking.