1. L AT V I J A S
S A B I E D R I S K O AT T I E C Ī B U
G A D A B A LVA 2 0 0 7
Konkursa darbu pieteikuma anketa
Iesniedzējs: Komunikāciju aģentūra/Edelman Affiliate
Kontaktpersona: Ilona Zacmane
Adrese: Kr. Barona 13/15, Rīga, LV-1011
Tālrunis: 6720 1460
E-pasta adrese: ilona.zacmane@ka.lv
Kampaņas pasūtītājs:
Leikēmijas slimnieku atbalsta biedrība un Limfomas pacientu atbalsta biedrība
Kampaņas datumi & realizācijas laiks: 28.08.2006. – 15.09.2006.
Kampaņas nosaukums: Leikēmijas un limfomas diena – 2006.
Kampaņas kategorija: sabiedriskā politika
Papildus iesniegtie drukātie un elektroniskie materiāli:
pasūtītāja vēstule, projekta apraksts, fotogrāfijas, publikāciju izgriezumi
Darba iesniedzēja vārds, uzvārds un paraksts: Ilona Zacmane
Kampaņas pasūtītāja pārstāvja amats, vārds, uzvārds un paraksts: sk. pasūtītāja vēstuli

2. LEIKĒMIJAS UN LIMFOMAS
DIENA – 2006
CAMPAIGN DESCRIPTION STRATEGY
Client KA/Edelman offered to establish a Leukaemia
Association for Leukaemia Patients Support and and Lymphoma Day – September 15, and to put
Association for Lymphoma Patients Support. emphasis on paper cranes. The leading motive of
Financed and supported by pharmaceutical the event was folding of 1000 paper cranes thus
companies „Roche”, „Novartis”. symbolically supporting the patients of blood
cancer or leukaemia and lymphoma.
Description of situation
There are more than 6000 leukaemia and The strategy of Leukaemia and Lymphoma Day
lymphoma patients in Latvia, treatment is can be divided in several parts, all of which were
complicated and expensive, but the government planned to reach as large part of society as possible
financing for treatment was insufficient. with minimal expenditures:
Therefore it was necessary to attract attention of • Public event in Esplanāde park with
the patients, their supporters, decision makers, participation of artists and musicians;
journalists and a wider society to the situation • Collecting signatures for support letters;
of leukaemia and lymphoma patients and their • Conference of the patients;
problems, i.e., the insufficient availability of • Media relations programme – information
medicaments and government financing. about the event and the theme in general,
press conference, publication of the support
Objectives letter;
To achieve support for leukaemia and lymphoma • Event at the Children’s hospital;
patients from the government and increase • Folding of the paper cranes at schools and
financing for treatment reimbursement. delivering them to hospitals.
Another objective was to attract attention of
the society to the problems of leukaemia and EXECUTION
lymphoma patients in Latvia, so that the society
would support this group and encourage the KA/Edelman executed all events fully. At the
adoption of political decisions. beginning a symbol-logo was created.
RESEARCH Public event at Esplanāde park
In September 15, 2006, an information tent of
KA/Edelman studied the mechanism of resolution the Leukaemia and Lymphoma was erected in
adoption concerning financing of particular groups Esplanade park in order to attract a wider society
of diagnoses, in government institutions. and media attention. All day long volunteers and
KA/Edelman analysed the experience of other members of the Association collected signatures
countries (Estonia, United Kingdom etc.) in for the support letters, people were invited to
defending patient’s rights and increasing public fold paper cranes, popular Latvian musicians
awareness. participated without reimbursement: Gunārs
Kalniņš, Andris Kivičs, Oskars Daņilovs, project UK,
KA/Edelman also studied the origin and meaning of students of MarieN Studio, band Dzelzs Vilks.
the symbol of the crane, movement of paper crane
folding in the world, as well as local society attitude Collection of signatures for the support letters
towards this symbol. Through an informal survey of 469 signatures were collected for the support
community representatives it was established, that letters during the event and several hundreds more
a great part of respondents recognised the motive afterwards. Each supporter signed his/her own
of the paper crane from the popular story about a copy of the letter.
Japanese girl.
Almost 700 letters were sent to decision making
KA/Edelman linked the motive of the paper crane institutions responsible for the financing: Ministry
to the theme of leukaemia, although in the world of Health, State Compulsory Health Insurance
the crane movement stands for peace. Agency, and Commission of the government.

3. Each institution received 20-40 letters per week afterwards sent to institutions.
starting from September through January. In the
beginning the origami cranes were added to the Remarkable publicity in the mass media was
letters. achieved. More than 30 publications and stories
in TV news broadcasts, on radio, in national and
Participants of the Patients conference were regional newspapers and internet websites.
the patients, NGO’s, media; topical issues were Increase in the number of new members of the
discussed. Association has been observed since the event.
Also the number of people who look for help has
Media relations programme increased. Increase in the number of website www.
Media relations programme consisted of several leikemija.lv visitors.
directions:
• Informing about the event and the theme in The Ministry of Health adopted resolutions which
general; increased the government financing for several
• The climax of the press conference was the significant directions of leukaemia and lymphoma
moment when representatives of the treatment:
Association and professor Sandra Lejniece 1) It was decided to reimburse the search
released the cranes of hope in Esplanāde of a donor for the patients who need stem cell
park near the information tent (a photo transplantation. Total expenditures in 2007 could
moment for the media). be 200.000 – 400.000 LVL (5000 – 10.000 LVL for
• Open letter of support published in the one patient, there are approximately 40 patients).
biggest newspaper (Diena) one day Previously patients had to cover these expenditures
before the event. Several days after the event themselves.
a commentary was published on the news 2) The Ministry informs, that it is planned to
website Delfi. double the financing for the treatment of oncologic
diseases, which means positive changes for
Event in the Children Hospital leukaemia and lymphoma patients. (Provisional
In order to involve ill children and to attract extra calculations allow to conclude that the increase
media attention, artists visited Children Clinical of the financing could be more than half a million
University Hospital. Artist Jānis Annmanis and Lats.)
musicians of the band „Iedomu Spārni” folded 3) Since 2007, new medicaments for these
paper cranes and drew pictures together with the diagnoses are included in the list of reimbursed
children. drugs. Also the list of indications when the
treatment of leukaemia and lymphoma is to be
Folding of paper cranes in schools and delivering reimbursed has been broadened.
them to hospitals
To make the event more emotional and to involve
wider society, KA/Edelman involved several schools
in folding paper cranes for the support of the
patients. These cranes were threaded in a string
and delivered to the Children Hospital and Linezers
Clinic and hanged in the department, with a plate
that informs about the event.
EVALUATION AND RESULTS
Leukaemia and Lymphoma Day fulfilled its
objectives – it addressed the patients, their
relatives, decision makers, journalists and wider
society, encouraging supporting leukaemia and
lymphoma patients.
More than 1000 paper cranes were folded and more
than 700 signatures for the support letters were
collected during the event in Esplanāde park, at
schools and Children Hospital. The letters were