{"id":84,"date":"2014-05-29T15:19:33","date_gmt":"2014-05-29T15:19:33","guid":{"rendered":"http:\/\/ilaskari.students.acg.edu\/anasa\/?p=84"},"modified":"2014-05-29T15:19:33","modified_gmt":"2014-05-29T15:19:33","slug":"project-description-and-goals-2","status":"publish","type":"post","link":"https:\/\/students.irolaskari.gr\/anasa\/2014\/05\/29\/project-description-and-goals-2\/","title":{"rendered":"Project description and goals"},"content":{"rendered":"

Organization Background <\/span><\/p>\n

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ANASA is the first non-profit Greek corporation founded with the aim to prevent the development of eating disorders and to inform and support the individuals suffering from these conditions. The project was started by the initiative of the Greek actress Zeta Douka, who is herself a former patient of an eating disorder, and supported by a specialized team of scientists and health care professionals.<\/p>\n

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ANASA aims to:<\/p>\n<\/div>\n<\/div>\n

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  • Inform and make the public aware of the problem and its dimensions<\/li>\n
  • Offer full information, guidance and support services to those who suffer from eating disorders<\/li>\n
  • Design and launch prevention programs for the general public<\/li>\n
  • Inform and support the families and social environment (teachers, friends, etc) of patients<\/li>\n
  • Support research programs in Greece<\/li>\n
  • Developed specialist treatment and support services<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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    ANASA takes the first step by giving to patients and to those close to them the opportunity to acknowledge and accept eating disorders, as well as to stop feeling guilty about these conditions.<\/p>\n

    Competition<\/strong><\/p>\n

    There is really no competition for this non-profit organisation and the audiences that it can and does aim to range from a single patient to the whole of the Greek government for funding or support.<\/p>\n

    Target Audiences<\/strong><\/p>\n

    ANASA\u2019s audiences include everyone since their vision is not only to help those suffering from an ED but also to increase public awareness and have a strong presence within the community. However for the purposes of the campaign the \u201cmarket\u201d for ANASA\u2019s services should be segmented and certain groups should be targeted for certain tactics in order to optimize success.<\/p>\n

    Primary Audiences<\/strong><\/p>\n

    A communication campaign is more likely to succeed when its messaged are targeted well and at the right audiences. A product or service should be advertised to those who desire it or need it the most. In this case the services offered by ANASA should be targeted, primarily, to those who need it the most and who are<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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    the people the NGO aims to cater to first. The campaign is also targeted at parents and health professionals who will be informed and spread ANASA\u2019s message. The target groups are:<\/p>\n

    High Risk groups <\/span><\/p>\n

    Females age 12-18. Young girls between these ages are shown to be the most prone to developing an ED.<\/p>\n

    Males age 12-18. Young boys are also at high risk to develop an ED.<\/p>\n

    Research has showed that people in these age groups, and primarily females, are at the highest risk of developing eating disorders. At a young age people get influenced by images they see on and magazines. The unhealthy size 0 image constantly displayed in the media is sure to affect the teenage psyche which goes through a period of self doubt and low self esteem. Approaching these target groups is the best prevention tactic and ensures higher chances of catching the development of an ED at an early stage. People of this age group use primarily new media therefore, this group will be targeted primarily through the social media and visits to schools.<\/p>\n

    Low Risk Groups <\/span><\/p>\n

    Females age 18-35<\/p>\n

    Males age 18-35<\/p>\n

    People belonging to these groups might be at lower risk of developing an ED; however there are many cases of women who developed an ED after pregnancy and older men developing an ED after losing a lot of weight at an older age.<\/p>\n

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    Customers<\/strong><\/p>\n

    \u2022Parents of elementary and middle school children <\/span><\/p>\n

    It is important to reach out to the parents of young Greeks in order to optimize prevention opportunities. Keeping the parents informed will ensure not only that they will be able to spot the development of an ED but also that they know about ANASA and the services it can provide.<\/p>\n

    Producers<\/strong><\/p>\n

    \u2022Health care practitioners- Nutritionists <\/span><\/p>\n

    Health care practitioners are one of the most important target groups in this campaign since they belong to a network of doctors-patients and can act as mediators between ANASA and potential patients. This group needs to be targeted with messaged informing about the NGO\u2019s services and proving that it is a well functioning organization. They will need to be shown that the professionals working at ANASA are well educated and capable of treating patients.<\/p>\n<\/div>\n<\/div>\n

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    \u2022Sponsors <\/span><\/p>\n

    Sponsors are very important to the NGO\u2019s viability in the long term. They serve as free communication channels and sources of funding.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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    Communication Sponsors <\/span><\/p>\n<\/div>\n<\/div>\n

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    These sponsors include TV channels, radio stations and publications. They can be reached through distribution of press releases and mass messaging and be discretely asked to help the organization by offering to increase its visibility<\/p>\n

    Financial Sponsors <\/span><\/p>\n

    These can be wealthy individuals and corporations who have been involved in similar issues. For example a corporation that has funded events raising breast cancer awareness can be contacted and is more likely to offer financial support to the NGO. They will be contacted in the same way as the communication sponsors.<\/p>\n

    \u2022Volunteers <\/span><\/p>\n

    Another important target audience in this campaign is volunteers. ANASA depends a lot of its current activities on the participation of volunteers who will be needed at larger numbers in order for the new events to be realized. Anyone in the greater public can be a volunteer and they will not be reached through any specific medium, however the message asking for the public\u2019s support and participation will be targeted at this group.<\/p>\n

    Enablers<\/strong><\/p>\n

    These are target groups who set the trends and have an effect on behavior. They are very important to this campaign and to the vision of the NGO because they have high leverage on young people\u2019s beliefs and behaviors. They are also people who are of importance in their line of work, giving them high visibility and imitators.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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    \u2022Fashion Designers <\/span><\/p>\n<\/div>\n<\/div>\n

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    These can be all Greek fashion designers. They will spread the message of ANASA to young people who buy their clothes and look up to them. They can set an example by refusing to design size 0 clothes.<\/p>\n

    \u2022Greek celebrities <\/span><\/p>\n

    Celebrities have a very high status in Greece and they are admired by many young people belonging to the high risk group of developing Eds. By condemning the very skinny look and displaying critical thought on matters of nutrition, celebrities can have a great effect on the behavior of teens.<\/p>\n

    Establishing goals and objectives<\/strong><\/p>\n

    Goals <\/span><\/p>\n

    ANASA offers services which provide education, encouragement and hope to those who trying to overcome anorexia nervosa, bulimia nervosa and binge eating disorder. The overall goal of this organization is to prevent the continuing spread of this phenomenon and to support the individuals who suffer from these diseases.<\/p>\n

    Reputation management goals <\/span><\/p>\n