TU Children's Foundation's care home drive named marketing campaign of the year
Tartu University Hospital Children's Foundation's "Dream Holiday" campaign, which led to the establishment of four care homes for children with profound disabilities, received the prize on Wednesday at the Password 2015 conference.
There are more than 4,000 children in Estonia in need of round-the-clock care. These children are usually cared for by their parents, who are often stuck at home 24/7.
To help them out, the campaign succeeded in collecting 55,000 euros for temporary care centers, where parents would be able to bring their disabled children, knowing the child will be taken care of, so they could take some time off and recharge. In addition to childcare, the care homes offer other support services, including physiotherapy, occupational therapy and counselling.
Donations covered the childcare service of as many as 100 children and their families in 2014 in four newly opened care centers in Tartu, Pärnu, Jõhvi and Võru.
In addition to the childcare and support services, numerous partners involved in the campaign offered activities for the parents to relax and break the daily routine, including tickets to theaters and restaurants, as well as free vacations in holiday resorts.
The public campaign also helped to secure additional funding from the state. Moreover, the Ministry of Social Affairs involved the European Social Fund, which in 2014-2020 will channel 30 million euros to improving childcare and support services in Estonia. That should allow one care center to be opened in each county.
The campaign was designed and produced by Newton Marketing, Vizeum Media Agency, Kuukulgur Film and Kliff & Klauss Photo Studio.