Rinat Akhmetov Foundation launches new TB commercial against self-treatment

In October 2013, the Rinat Akhmetov Foundation for "Development of Ukraine" within the framework of the Program "Stop TB in Ukraine" has launched a third wave of the campaign targeted at TB self-treatment prevention. The commercial encourages a responsible attitude to one’s own health: when a cough lasts more than 2-3 weeks one should see a doctor, and not use the traditional medicine or go to the pharmacy for non-prescribed drugs. The main message: "Do not play with your health. A cough lasting more than three weeks is the main TB symptom. Do not try treating TB on your own and consult a doctor instead. TB can be cured if you trust your health to the professionals".

As part of this campaign the video (30 seconds) and audio (30 and 45 seconds) pieces were created, and are now being broadcasted since October 2013 at national and regional TV and radio stations. The video supporting outdoor ads were developed as well. The online support for this campaign is to be launched in November 2013. By the request of the Rinat Akhmetov Foundation, a digital agency PlusOneDA has developed and created the info materials.

"The theme of social ad against TB self-treatment was chosen not accidentally. According to the survey[1], on the one hand, the majority of Ukrainians (85%) are aware that they should consult a doctor in case of TB symptoms, but on the other hand, every fourth (25%) tend to seriously postpone medical consultations if having TB symptoms. Thus, 11% of Ukrainians will visit a health facility only when the self-treatment won’t help, 10% – if they are seriously ill and feeling badly, and 3% indicated that they will never seek for medical care just because of the cough. These data shows discrepancy of knowledge and behavior among Ukrainians in case of TB symptoms. Therefore, this ad is intended to change the attitude of Ukrainians to their health to a more responsible one" – says Denis Denisenko, director of the "Stop TB in Ukraine" Program at the Rinat Akhmetov Foundation for "Development of Ukraine".

Audio and video pieces can be found on the website of the "Stop TB in Ukraine" Program http://www.stoptb.in.ua/en in the "Gallery" section.  The video is posted on the site home page, as well as on Youtube.

Earlier, the Rinat Akhmetov Foundation had successfully conducted two waves of Ukrainian info campaign. The aim of the first wave in December 2011 was to raise concerns within the society in terms of TB as a real threat to the health of the nation. The second wave in November 2012 was aimed at reducing the negative public perception of the people who have TB or had TB but got cured.

As for the TB ad placement please refer to Khrystyna Vilyura, specialist of advocacy, communication and social mobilization at the Program "Stop TB in Ukraine", tel. (044) 502-52-35, cell: (050) 347-62-49, e-mail:  [email protected]