In the context in which 52% of young people in Romania state that they have unprotected sexual relations, and 9 out of 10 (90% of) are exposed to risky behaviors in terms of contacting a sexually transmitted disease**, sex education being another taboo subject, one of the biggest music festivals in South-Eastern Europe has become the scene of an initiative that redefines perceptions about sexual health and, implicitly, relationships.
As a national leader in private healthcare, MedLife launched the first mobile testing center where hundreds of young people benefited from free testing. A premiere was also the medical drone that transported the samples collected at the festival to the nearest laboratory, so that the results could be received during the festival – within a maximum of 24 hours from the test.
To generate awareness around the importance of testing, people who got tested were given wristbands to spread the message of the campaign “Tested is Hot”. Thus, we set out to normalize discussions about STDs and sexuality education, transforming embarrassment and the fear of being judged into acceptance, confidence and responsibility.
And because the festival brings together young people in a relaxed, friendly and conducive environment for honest conversations, open discussion series were organized, where those interested had the opportunity to ask urologists, gynecologists, psychiatrists, but also psychologists, their questions and problems who have them. The format was adapted to various needs, so that those who wanted privacy had a limited space at their disposal, in which to talk individually with the doctor.
“This approach started from an insight that is as real as possible, namely the fact that many of those who come to a festival are in short-term relationships, not bothering to get tested for STDs or protect themselves, for fear of being judged, in the relationship with their partner or even in front of the doctor. A study followed that reinforced these perceptions, and more than that, it brought to light some truly troubling data about the acute lack of knowledge about identifying and protecting against STDs.
So we have mobilized resources and jumped into action, bringing the first mobile STD testing center directly to the festival. Furthermore, we transported the samples by drone so that we could provide same-day test results, thus encouraging responsible fun. In addition, to overcome the barrier of shame and really open the conversation about STDs and sexual health issues in general, we have made available one to one counseling sessions with gynecologists, urologists or psychologists, all of which are offered free of charge. We hope that this action will be a starting point for a change of perspective: for healthy relationships, getting tested is HOT”, stated Ina Bădărău-IlieHead of Brand & Communications, MedLife.
“It’s a challenge for a big brand, from the medical field, to have a public, relaxed dialogue with young people on the topic of sexual health, in a modest and poorly informed country. Transporting samples collected from EC participants with the help of a medical drone, in order to provide results in record time, is more than an activation – it’s a social statement that goes beyond the festival area. Just like Tested and Hot, the message on the bracelet of those who have tested, becomes a personal statement. To assume responsible behavior and to encourage others to do it too”, say Ioana MunteanuCreative Director, Golin.
Teams involved in the campaign:
The MedLife Team: Ina Bădărău-Ilie (Head of Brand & Communications), Florentina Grosu (Brand Communications Manager), Alexandru Stanciu (PR Specialist), Diana Ionașcu (Brand Communications Manager), Ilinca Marin (PR Specialist), Monica de Romeo (Head of Marketing) , Alina Neagu (Digital Marketing Manager), Costin Martin (Marketing Specialist).
Team Golin: Cristina Butunoi (Executive Director), Ioana Munteanu (Creative Director), Andrei Popa (Senior Art Director), Lucian Cernat (Group Creative Director), Elena Manolache (New Business & Integrated Communications Director), Bianca Ionescu (PR Manager), Roxana Glonț (PR Director), Maria Pop (Media Associate), Adrian Anghel (Head of Digital Content), Iulia Ghita (Sr. Digital Associate), Cristina Stroiu (Influencer Marketing Manager), Andrei Bașa (Head of Product, Experiential), Roxana Ștefan (Head of Client Relations, Experiential), Ciprian Dumitru (BTL Executive), Roxana Bleoajă (Head of Path), Denisa Andrei (Insights Researcher), Anca Iacob (Senior Research Analyst).
Golin Romania is affiliated with one of the most valuable international PR networks, Golin Worldwide, a Public Relations agency that aligns its creative efforts and data with its clients’ business to deliver impactful results. Together we reach the most valuable insights and collaborate in an inclusive environment, we create with great courage and results-oriented. Golin’s 1,700 employees globally operate in more than 50 offices around the world, enabling us to come up with complete solutions for multiple markets and regional or global communication programs. Golin was named PR Week 2021, 2020 and 2019 Global Agency of the Year, PRovoke Media 2021 North American Agency of the Year and the first PR agency to achieve Gold and Silver for creativity at the Cannes Lions Festival from 2019.
In Romania, Golin is part of one of the most important communication groups, Lowe Group, together with MullenLowe (advertising), Initiative (media) and Medic One (medical and pharmaceutical communication).
MedLife started almost three decades ago, developed healthily and became the largest provider of private medical services in Romania. The Romanian entrepreneurs, who laid the foundations of this company, invested and got involved to bring change in the Romanian health system, believed in innovation and dared to aim as high as possible, to offer Romanian patients quality, professionalism, care and respect for their needs.
The company operates the most extensive network of clinics, one of the largest networks of medical laboratories, general and specialized hospitals and has the largest corporate client base for Health Prevention Packages in the country. It is also, in terms of sales, one of the largest private healthcare players in Central and Eastern Europe.
The MedLife Group has a successful track record of both organic and acquisition growth. Its strong and experienced management team has been able to create and manage these growth opportunities, gaining valuable knowledge and experience to enable it to find the best path for continued successful expansion.
Being a Romanian company with tradition, MedLife chose to list on the Romanian Stock Exchange, being a model of listings on the local capital market. It opened horizons, and through the corporate governance it has implemented, it inspired other local companies to start on this path and help the development of Romanian capital and the economy. The shares issued by MedLife SA are admitted to trading on the regulated spot market administered by the Bucharest Stock Exchange, Premium Category, with the trading symbol ″M″.
During the pandemic, MedLife managed to play an essential role in society and gain a leadership status in monitoring the pandemic through active involvement in the research area.
The company continues to invest in projects with an impact on the local community, in technology and infrastructure. It creates jobs and develops an ecosystem that contributes to the development and maintenance of a healthy Romania.
Source: www.iqads.ro
