Gesy is kicking off its new consciousness marketing campaign on Thursday with TV spots geared toward making sufferers assume twice earlier than utilizing the nationwide well being scheme if it isn’t completely needed.
The marketing campaign focuses on not putting folks with severe well being issues liable to not getting the remedy they want.
The brand new marketing campaign was introduced at a press convention in Nicosia, throughout which Gesy chairman Stavros Michail defined simply how far the well being scheme has are available in its 5 years of existence, selling the values of social solidarity, fairness and equality.
To maintain Gesy going and to improve the standard of the companies it offers, it’s needed to handle the issues threatening its viability – the pointless use of the system.
Michail mentioned the abuse of the system precipitated concern, nevertheless he couldn’t give numbers or particular instances.
As a part of its new two-year marketing campaign ‘You can also contribute to the well being of Gesy’, three TV spots have been ready, which is able to air for the primary time on Thursday night.
The primary part can even utilise radio and digital and different media.
The marketing campaign was the results of a research to find out the way to use media to make the broader public establish with the item of the marketing campaign.
The goal was to convey the idea of accountability, correct use of the offered companies and understanding what Gesy can provide to all eligible folks.
By means of repetition, photos that the general public can establish with and using language, the organisers aspire to persuade receptors to make use of the system in a accountable method.
The TV spots, in accordance with the organisers, current the Gesy consumer within the background and a silhouette within the foreground, symbolising the viewer.
“This capabilities as a unconscious reminder that each time we use a Gesy service with out actually needing it, we’re denying it from one other one who does want it,” Michail mentioned.
The primary a part of the marketing campaign, titled ‘Come into my place, don’t take my place’, aspires to create a tradition of accountable use of the companies supplied by Gesy, geared toward each practitioners and sufferers.
To drive the message residence, a symbolic gesture was used throughout the press convention: attendees discovered playing cards on their chairs with names that weren’t theirs, illustrating how utilizing a service unnecessarily means taking another person’s spot.
Future phases of the marketing campaign will give attention to the position of non-public docs and the significance of belief between sufferers and common practitioners. Moreover, a guidebook for sufferers might be launched in October, offering additional data on Gesy’s companies and accountable use.
