1. Categorie:
Corporate communications
Title of campaign:
STOP-OVERLOAD
short common description of the campaign::
Musculoskeletal disorders are the most common work-related health problem in
Europe affecting millions of working people. Research in Latvia shows that
overload-related health problems affect many of the country's residents, too.
In 2007 the European Agency for Safety and Health at Work organised the
STOP-OVERLOAD campaign and it invited the Mepha Baltic pharmaceutical
company to join its resources with those of the agency to provide more extensive
public information about the overload problem.
Mepha is a Swiss pharmaceutical company which, unlike many other companies in
the same sector, not only markets its products in an active way, but also educates
its patients about healthy lifestyles and the need for various preventive
programmes. This shapes the company's reputation as a responsible enterprise, and
it adds value to the firm's medications.
PR is the primary instrument in these projects, which is why our agency was given
great creative freedom in preparing the offer.

2. research work done during the campaign:
The Latvian State Labour Inspectorate conducted a survey to show that many
people in Latvia suffer from health problems which relate to overload - 63.8% of
survey respondents said that health problems are caused by the pose which they
take while at work, 52.4% spoke of problems related to the carrying of heavy
objects, while 56.1% spoke of unchanging movements in their everyday work.
The agency analysed the information from the research and selected relevant facts.
Extensive and interesting materials about the problem of overload in Latvia's
workplaces were prepared for the media.
Before the project began, the agency conducted monitoring of the operations of
several sports and healthy lifestyle organisations to select the most appropriate
partner for the project. The Latvian Chinese Exercise School was chosen.
Together with specialists from the State Labour Inspectorate, the school designed a
set of exercises, and it also offered public demonstrations of same.
strategy:
Project goal: To focus public attention on health problems related to overload
Target audience: The public, the media

3. Project messages:
• Musculoskeletal disorders are the most common work-related health problem in
Europe, and they affect millions of people;
• The problem is becoming more serious in Latvia as the number of computer
users increases - people spent hours in the same pose, they do not conduct
relaxation exercises, and soon enough they suffer from back pain;
• In order to prevent problems, people need to avoid overload and conduct
relaxation exercises.
Criteria for measurement: Number of audience contacts, number of people at the
event, number of publications
Strategy and tactics: The agency decided to use non-traditional and active
methods to attract the attention of the target audience. The central idea was to
organise a public exercise session, "STOP-OVERLOAD" on the Esplanade in
Rīga city centre. People were invited to engage in exercise during their lunch
break. The aim was to encourage people to think about their health and posture
which can be harmed because of inappropriate burden or working conditions.
In parallel to the public exercise session, the agency established the Exercise
Brigade. Over the course of a week, it visited many offices in Rīga to demonstrate
simple exercises and to help people who were already in pain. The activity created
positive buzz among office employees in the Rīga city centre even before the event
was held.
Hoping to disseminate as much information and possible, the agency brought in a
strategic informative partner - the "ZooPasta" morning programme on Radio Star
FM. The project was advertised, and there was also promotion on the radio
station's homepage, with the ads and promotional efforts devoted to inviting
people to attend the public exercise event. Each morning, there were live

4. discussions with and information from the Exercise Brigade and the office workers
who were taking part in the exercises.
Specialists in Eastern philosophy set a standard for health lifestyles in Latvia. The
agency brought in trainers and students from the Chinese Exercise School to
demonstrate simple exercises which can be put to use every day. Also at the
Esplanade was a Mepha posture measurement device at which everyone could
check whether his or her posture satisfies norms. Information about preventing
pain was also distributed.
There were also such instruments as branding of the location. The exercisers
received T-shirts with the campaign symbols. The mass media received a press
release about the situation in Latvia's working environment. After the event the
agency produced a 3-minute clip which was uploaded to YouTube and distributed
to the media and to project partners.
Results of the campaign and evaluation::
• Discussions about overload issues on the morning show of Radio Star FM
through the course of an entire week (225,410 contacts);
• Several dozen offices which wanted to exercise with the Exercise Brigade;
• Some 300 people who took part in the Exercise Brigade's exercises;
• Some 70 exercisers at the Esplanade;
• 23 publications and TV stories about the exercise event;

5. • Special thanks to the organiser, Mepha Baltic, from the State Labour Inspectorate
for its work in distributing information about the problem;
• The project and the co-operation between the State Labour Inspectorate and a
private company were praised as a positive example when the European Agency
for Safety and Health at Work organised the conclusion of the European campaign
in Bilbao, Spain.