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Company: APRA Porter Novelli, Sofia, Bulgaria
Company Description: APRA Porter Novelli was founded in 1994 by Tomislav Tsolov and Lubomir Alamanov as a full service communication agency. Now we have evolved to one of the most experienced communication groups on the Bulgarian market. With our team of over 70 people we set the trends for the whole Bulgarian market.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Reputation/Brand Management
Nomination Title: Live Actively!
Tell the story about this nominated campaign since 1 January 2010 (up to 500 words). Be sure to cover the genesis, development, performance, and results of the campaign.
Genesis
Each year more and more people in Bulgaria suffer from obesity and related health problems. Children, the elderly and especially the young working people, who are affected by the tendency of sedentary lifestyle to the greatest extent, are often blaming the problem on the lack of time and education of balanced nutrition. According to the project Diogenes, Bulgaria was ranked 5th in obesity in Europe.
Development
Being the biggest Nutrition Health and Wellness (NHW) Company in Bulgaria and a socially responsible company, Nestlé Bulgaria is devoted to long-term investments in consumers' health and wellbeing. Nestlé at some point addresses people of all ages, social and professional background. On the other hand, as seen in the researches obesity-related problems strike everyone, even kids. So we created LIVE ACTIVELY! as a project addressed to the mass public.
For five years in a row now we have been organizing annual campaigns that raise public awareness of active lifestyle and promote the benefits of physical activity in an urban environment. As a key element in the project we promote walking as an easy way to not only stay fit and healthy, but also demonstrate conscientious attitude towards global environmental problems and air pollution.
Open air spaces – central streets, big parks and beaches – host the event each year.
Performance
For the implementation of LIVE ACTIVELY! 2010, we integrated in one campaign the following events: Sofia, 20.06.2010 – official ceremony, walking march, sports activities, concerts and educational games; Varna, 10.08.2010, Nessebar, 12.08.2010, and Primorsko, 14.08.2010 – beach sports activities, tournaments and educational games.
The project was supported by a massive communication campaign - branded hats and T-shirts, special LIVE ACTIVELY! footsteps stuck on the ground to mark the route of the march; 120,000 leaflet insertions; 126 print ads; internet banners; 60,000 posters; 10,000 leaflet maps of South Park with sport activities and locations distributed in Sofia schools; 8 press releases; 50 LIVE ACTIVELY! Golden medals given to top sportsmen at the official ceremony; TV/ radio spot, outdoor; Facebook fan page, etc.
VIP supporters
The Prime Minister, Mr. Boyko Borissov; The Mayor of Sofia, Mrs. Yordanka Fandakova; Tereza Marinova, Olympic Champion in Athletics; Iliana Raeva, World Champion in Rhythmic Gymnastics; Armen Nazarian, World Champion in Weightlifting; Maria Grozdeva, Olympic Champion in Shooting, and many more.
The results:
-18,000 LIVE ACTIVELY! Facebook fans
-The amount of publications and total media space devoted to the event increases every year, marking over 100% overall annual growth; 300 publications in 2010
-Over 1500% growth in the overall number of participants in the last 5 years, reaching 28,500 people in 2010
-83,000 people participated in all editions of LIVE ACTIVELY!
-30,000 sports awards presented to the most active participants in 2010
-The event brings together all product categories of Nestlé in Bulgaria
LIVE ACTIVELY is currently the biggest sports event in Bulgaria and Nestlé Bulgaria’s flagship initiative for Nutrition Health and Wellness.
List hyperlinks to any online news stories, press releases, video clips, work samples, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
http://www.apraagency.com/stevieawards/Live_Actively-2010
Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this nominated communications program:
APRA Porter Novelli was founded in 1994 by Tomislav Tsolov and Lubomir Alamanov as a full service communication agency. Now we have evolved to one of the most experienced communication groups on the Bulgarian market. With our team of over 70 people we set the trends for the whole Bulgarian market.
APRA Porter Novelli was among the founders of the Bulgarian Association of PR Agencies and Mr. Alamanov was its first Chairman from 2001 to 2008. During all these years the foundation of the PR market in Bulgaria had been set and the Stocholm Chapter of Ethics was adopted.
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