Nestlé for Healthier Kids is one of the most significant projects focusing on contributing to a healthier future of children, implemented through a range of programs that promote healthier lifestyle globally.
For the 10-year anniversary of this most comprehensive Nestlé social responsibility project, Dialog komunikacije (CRO), Via Media (BIH) and Executive Group (Serbia) were given the brief to work side by side on it’s execution and adjust the celebration communication to new corona-virus environment.
The agencies were working together on the strategy, concept and execution. In order to maximize the potential, the celebration was conceptualized as a regional virtual conference which allowed the participants of the event to compare practices with others, as well as learn other ways of contributing to a healthier future. Targeted group were KOLs in nutrition, health, and education, current and potential partners, media representatives and Nestlé stakeholders.
Conference was named “Alliance for healthier future” with aim to underline importance of strong regional partnerships with goal for platform’s contribution to our children’s healthier future. The content was built around research results which have been conducted over the years by the project’s partners Public Health Institutions (HZJZ, Batut) as well as Kinesiology Faculty in BIH which are capturing regional trends in eating habits of 13y.o. kids as well as their physical activity. The results led the way for good practice examples (which was a way for the partners to present themselves) and insights in future trends (which were presented by Nestlé representatives.
To be as much efficient, the work was divided making Dialog the content lead, Via Media project management and organizational lead while visual and digital lead was given to Executive Group. Also, together, the agencies were providing local PR support and media outreach for each of the countries, ensuring outstanding media attention on the conference itself.
The project was divided into three phases. In the pre-phase, the agencies were working on onboarding speakers, preparing and sending 3 newsletters for potential participants, preparing and implementing digital activities for own networks, preparing and distributing topic placement about the teachers behind the N4HK project, filming and producing emotional videos of the kids and partners included in the project, preparing infographics and opening and administrating 2 Whatsapp groups.
On the conference day, a total of 15 speakers from 5 countries participated in the event covering health, nutrition and educational topics, presenting regional research results and future of food trends. Special cake delivery to every participant was organized on the day of the event to celebrate the 10th anniversary, Thank you notes and press release titled A decade of Nestle investing in healthier generations in the region was distributed across the region.
In the post-phase, satisfactory follow up of the participants was conducted, we prepared and published interviews with key note speaker HENRI PIERRE, we have sent summary of the conference to the people who registered but didn’t participate as well as prepared and distributed 2nd story placement related to the importance of learning about healthy habits from an early age and organized TV appearances for the speakers of the conference
Feedback shared by the participants conducted in the follow up was extremely positive – conference offered an interdisciplinary insight in the topics they are interested in. Additionally, participants found its flow well organized and smooth, and the speakers insightful and knowledgeable.
We achieved 111 articles with 4,148.451 potential media reach and 100% positive tone of communication. Nearly 160 KOLs and other participants registered for the conference which lasted over two hours. On average, participants watched 73,32% of the conference program.
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