Southern Denmark Region: Life-important communication
In 2011 the Region of Southern Denmark opened a family clinic to help pregnant drug users and their children in Odense, Esbjerg, Sønderborg and Kolding. The region’s pregnant women and their network were made aware of the new opportunity for getting help. Moreover, it was important that relevant professionals such as doctors, midwives and social workers also learned about the existence of this new family clinic.
propr developed an overall communications strategy, including an analysis of messages, audiences and communication channels; mapped the information needs of the internal professional groups through qualitative interviews; and generated media coverage in the right local media, such as Fyens Stiftstidende and Vejle Amts Folkeblad.
propr prepared differentiated information material for the different stakeholders on the basis of the defined communication strategy and a series of qualitative interviews, and through a regional press campaign propr also managed to create a journalistic focus on the family clinic.