Successful media strategy

DRUGS SET YOUR TIMELINE

ROLL THE CREDITS
Title: Drugs set your Timeline
Client: Israel Anti-Drug Authority
Brief: Use Facebook’s new Timeline feature to show clean vs
drug-addicted life
Agency: McCann Digital Israel
Executive creative: director Nir Refuah
Creative director: Ami Alush
Writer: Daniel Barak
Art director: Nir Herszdtat
Production: Inbal Fanan
Photographer: Gooli Cohen
Account manager: Keren Ashkenazi

http://talent.adweek.com/gallery/Israel-Anti-Drug-Authority-Drugs-Set-Your-Timeline/5964195 – Advertising news INFORMATION

http://www.mdigital.co.il/Drugs-Timeline.jpg – Campaign Screenshots

http://www.google.com/think/campaigns/israel-anti-drug-authority-drugs-set-your-timeline.html – the stats, the results

http://www.thejc.com/news/israel-news/61472/israeli-drug-campaign-uses-facebook-timeline – JEWISH CHRONICLE

http://www.dailydot.com/news/israel-antidrug-authority-facebook-profile/ – Daily Dot

http://entrysystemlia.com/winners/mediums/d70c3dc615aaa3065e2edd4ecd5dbfdc/categories/d70c3dc615aaa3065e2edd4ecd9bdc49/entries/6e341c1790fdddc43d1f7ae0a781b361?type=winners – AWARD

https://twitter.com/search/realtime?q=drugs%20set%20your%20timeline&src=typd – TWITTER

http://www.digitalintheround.com/mccann-digital-israel/WHY THEY HAVE CHOSEN SOCIAL MEDIA? – Interview

Israelis are reported to be the world’s biggest users of online social networks. And now, one of the country’s media agencies has put this fact to good use by launching an eye-catching campaign for the Israel Anti-Drug Authority.

McCann Digital Israel have used Facebook’s new Timeline format to show a drug-user’s life over a series of months for their new campaign titled “Drugs set your Timeline”.

Pictures include the fictional Adam Barak being thrown out of his apartment by his girlfriend and sleeping on the street and contrast an alternate, drug-free scenario, which shows a clean-shaven young man enjoying a normal life.

VIDEOS

http://vimeo.com/37724258 – TV INTERVIEW

 

 

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Detailed media analysis – Lithuania

LITHUANIA

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Capital city Vilnius
Population 3,555,179 (2009 est.)
Country Area 65,200 km2
Language Lithuanian 82% (official), Russian 8%, Polish 6% (2001)
Ethnicity Lithuanian 83.4%, Polish 6.7%, Russian 6.3%, other or unspecified 3.6% (2001)
Religions Roman Catholic 79%, Russian Orthodox 4%, Protestant (including Lutheran, evangelical Christian Baptist) 2%, none 10% (2001)
Government Semi-presidential republic
EU accession 38108
 Internet country code .lt
 Internet users 1.333 million (2007) country comparison to the world: 75
 Telephones – main lines in use 799,400 (2007) country comparison to the world: 87
 Telephones – mobiles 4.912 million (2007) country comparison to the world: 80
 Calling code 370
Radio broadcast stations AM 29, FM 142, shortwave 1 (2001)
Television broadcast stations 44 (may have as many as 100 transmitters, including repeater stations) (2008)

The general environment for media development

  • Freedom in the world: FREE
  • Index of Economic Freedom: MOSTLY FREE
  • Press Freedom Index:  SATISFACTORY SITUATION
  • Democracy Index:  FLAWED DEMOCRACY

Consequently, we may claim that Lithuanian society is more inclined to Free Open Democracies where the government regulates different segments of soceity. However, it has flaws, mainly due to minor drawbacks in economic and press freedom.

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LEGISLATION

1. International organizations membership

Lithuania is a member state of many organizations, such as EU, UN, NATO, etc. Despite its membership in a number of international bodies, only few of them are related to media. These are International Telecommunications Satellite Organization (http://www.itso.int) and the specialized agency of the United Nations responsible for information and communication issues – International Telecommunication Union (http://www.itu.int/en/Pages/default.aspx).

2. Constitutional framework

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According to the 25th Lithuanian Constitution Article:

The human being shall have the right to have his own convictions and freely express them.
The human being must not be hindered from seeking, receiving and imparting information and ideas.
Freedom to express convictions, to receive and impart information may not be limited otherwise than by law, if this is necessary to protect the health, honour and dignity, private life, and morals of a human being, or to defend the constitutional order.
Freedom to express convictions and to impart information shall be incompatible with criminal actions—incitement of national, racial, religious, or social hatred, violence and discrimination, with slander and disinformation.
The citizen shall have the right to receive, according to the procedure established by law, any information concerning him that is held by State institutions. http://www3.lrs.lt/home/Konstitucija/Constitution.htm

There is extremely positive environment for media functioning and developing as information the citizens receive is not anyhow limited. On the other hand, there are some rational limits mainly related to incitement of hatred, discrimination and disinformation, which are considered being criminal actions.

3. Media regulation 

Vilnius_Seimas

Censorship of Lithuanian mass media is prohibited by the Constitution. Since the 1990 the media in Lithuania are not controlled by the state power. National media is regulated by the Law on Provision of Information to the Public, which was first passed in 1996 and last amended in 2006. The state is subsidiary only for the cultural and educational media through the Fund for the Support of the Press, Radio and Television.

Regulations of the Lithuania mass media are based on a self-regulation system. There are two main self-regulation bodies: the ethics inspector and the Commission of Journalism and Publisher Ethics.

http://www.lzlek.lt (The Code of Ethics)

Two main agencies govern the area of radio and television. The Radio and Television Commission of Lithuania is an independent institution with powers of regulation and supervision concerning the activities of radio and television broadcasters. The Commission is accountable to the Seimas (parliament).

The Communications Regulatory Authority of the Republic of Lithuania (RRT) is an independent national institution regulating the communications sector in Lithuania. It was established under the Law on Telecommunications and the provisions of the European Union Directives. Each year it submits the acitivity and financial report to the Seimas.

http://www.rrt.lt/lt/titulinis.html

4. Access to information

Information freedom and accessibility is one of the crucial aspect of good governance and corruption prevention. The opportunity for citizens to see public sector documents, to address their governance representatives and have an access to public finance is not only a way to involve them into governance but also a tool for transparency.

TILC also created the internet tool for information accessibility: www.ParasykJiems.lt

Using this tool, you can type a particular address and find who is your representative in the government (head of the town, municipality representatives, members of national and EU parliaments).

5. Libel & Defamation

CHAPTER XXII

CRIMES AND MISDEMEANOURS AGAINST A PERSON’S DIGNITY AND HONOUR

In Lithuania, libel and defamation (here: insult) are considered to be crimes against a person’s dignity and a person committing it shall be punished up to two years.

Article 154.  Libel

1. A person who spreads false information about another person that could arouse contempt for this person or humiliate him or undermine trust in him shall be punished by a fine or by restriction of liberty or by arrest or by imprisonment for a term of up to one year.

2. A person who libels a person accusing him of commission of a serious or grave crime or in the media or in a publication shall be punished by a fine or by arrest or by imprisonment for a term of up to two years.

3. A person shall be held liable for the acts provided for in this Article only subject to a complaint filed by the victim or a statement by his authorised representative or at the prosecutor’s request.

Article 155.  Insult

1. A person who publicly humiliates a person in an abusive manner by an action, word of mouth or in writing shall be punished by a fine or by restriction of liberty or by arrest or by imprisonment for a term of up to one year.

2. A person who insults a person in a manner other than publicly shall be considered to have committed a misdemeanour and shall be punished by community service or by a fine or by arrest.

3. A person shall be held liable for the acts provided for in this Article only subject to a complaint filed by the victim or a statement by his authorised representative or at the prosecutor’s request.

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TV MARKET

1. Owners

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The private channel TV3 (Swedish group MTG) continued to lead the Lithuanian market in 2011 with a daily audience market share of 21%, ahead of LNK (MG Baltic Group), at 17.7%. LRT, the main channel of public service broadcaster LRT, was in third position with 10.7%. After these, there are only two channels with a share above 5%: BTV (Achemos Group) and the Russian-language channel PBK.

2. Size

2009
  Number of (Th.) Rate of penetration (% HH)
Population

3 329

Households

1 393

TV Households

1 337

96
Households with DTT receivers

78

6
Total digital TV households

264

19

3. Main channels 

Name

Owner

Type

Launched

LRT televizija Lithuanian National Radio and Television Public-owned 1957
LRT Kultūra Lithuanian National Radio and Television Public-owned 2003
LRT Lituanica Lithuanian National Radio and Television Public-owned 2007
TV3 Modern Times Group Private 1993
TV6 Modern Times Group Private 2002
TV8 Modern Times Group Private 2011
Viasat Sport Baltic Modern Times Group Private 2009
LNK UAB Laisvas nepriklausomas kanalas Private 1995
TV1 UAB Laisvas nepriklausomas kanalas Private 2003
Liuks! UAB Laisvas nepriklausomas kanalas Private 2007
Info TV UAB Laisvas nepriklausomas kanalas Private 2007
BTV UAB Laisvas nepriklausomas kanalas Private 1993
Lietuvos rytas TV Lietuvos rytas Private 2004
Sport 1 UAB Sporto komunikacijos Private 2008

Taken from: http://en.wikipedia.org/wiki/Television_in_Lithuania

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PRINTED PRESS MARKET

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Before the political transformation in 1990, Lithuanian print media sector was the main tool of the party propaganda mechanism.  In Lithuania, the privatisation of the print media began in the 1990s when the government discreetly agreed to stop interfering with the media. The majority of the media outlets were privatised to journalists and employees. Several years later, when their price increased, most sold their shares to large publishing companies or foreign investors. Between 1989-98 Lithuania’s print media and its operational context were reshaped from a state dependent to a free mass media model.  The majority of dailies and magazines were privatised or newly established,  and an independent printing and distribution structure was created.

http://moblogybes.blogas.lt/laikraciu-reitingai-lietuvoje-106.html – Ratings of Lithuanian newspapers

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ONLINE MEDIA MARKET
(For more information – http://www.enewsreference.com/newspaper/lithu.htm)

Lithuania – Internet News Reference

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Foreign

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Foreign

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Foreign

DelfiFinastaOmniPenkiPenki

Penki

Politika

Press

Sala

Takas

Takas

EIN News

Inside Lithuania

Moreover

One World

Topix

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LITLITLITENGLITRUSLIT

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ENG

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ENG

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EXAMPLES:

http://en.delfi.lt/about/

http://www.finasta.com/grp/en/about-group/about-finasta-groupabout-group

http://penki.lt/About-the-project/

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AUDIOVISUAL

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1. Government support

In 2008, after the Ministry of Culture launched a call for film project proposals. Seventy proposals were submitted: 13 feature full-length film production proposals for partial funding, 12 documentary full-length film production proposals, 15 documentary short film production proposals, 10 animated film production proposals, 4 film production extension proposals, 10 preparatory works and 6 film dissemination proposals. More than 2 million euro (8.09 million litas) were designated to fund the cinema projects. Lithuania has created more than one full-length and documentary film, which received awards.

2. Companies

In Lithuania films are distributed by four major film distribution companies. Films distributed by the companies ACME filmai, Forum Cinemas, Garsų pasaulio įrašai and Lietuvos kinas have the largest share of the market. In 2008 the total number of viewership in films distributed by the said companies amounted to 3.2 million (95 percent) of all viewers, with the total revenue collected amounting to 39.4 million litas (96 percent of all revenue); the remaining part of the market space was filled by film festivals and films by other distributors. In 2008 the major film distributors supplied 409 films to cinema theatres, out of which 151, or almost every third film, was a new production.

– Example of Lithuanian blockbuster

FOR MORE INFORMATION ABOUT LITHUANIAN MEDIA LANDSCAPE YOU MAY CONSULT:
http://www.ejc.net/media_landscape/article/lithuania/#l7