TRUMP'S CLIMATE CHANGE OF MIND

TitleTRUMP'S CLIMATE CHANGE OF MIND
BrandNOVENTI HEALTH SE
Product/ServiceNOVENTI HEALTH SE
Category B01. Brand-led Education & Awareness
Entrant AVANTGARDE GESELLSCHAFT FÜR KOMMUNIKATION Munich, GERMANY
Idea Creation AVANTGARDE GESELLSCHAFT FÜR KOMMUNIKATION Munich, GERMANY
Media Placement AVANTGARDE GESELLSCHAFT FÜR KOMMUNIKATION Munich, GERMANY
PR AVANTGARDE GESELLSCHAFT FÜR KOMMUNIKATION Munich, GERMANY
Production AVANTGARDE GESELLSCHAFT FÜR KOMMUNIKATION Munich, GERMANY
Credits
Name Company Position
Tim Strathus Avantgarde Gesellschaft für Kommunikation mbH Chief Creative Officer
Martin Jüstel Avantgarde Gesellschaft für Kommunikation Creative Director
Adrian Jaeschke Avantgarde Gesellschaft für Kommunikation mbH Creative Director
Silvio Dr. Kusche NOVENTI Health SE CMO
Alexandra Freiberger Avantgarde Gesellschaft für Kommunikation mbH Senior Project Manager

Why is this work relevant for PR?

By getting an invitation to the UN Climate Action Summit, NOVENTI had a great chance to share its climate neutral approach with some of the biggest names in politics and society. We decided to use this opportunity as a marketing stunt to let our business partners know about the purpose of NOVENTI. By publishing an open letter directed to Donald Trump in his hometown newspaper, we not only challenged the President of the United States publicly for not taking responsibility – we also informed a lot of his (international) critics about NOVENTIs efforts to fight climate change. And after the

Background

Situation: NOVENTI is Germany ́s market leader for digital healthcare and the largest pharmacy enterprise resource planning organization. The core target groups are pharmacies, other service providers, nursing services, and physicians. Alongside secure financing, the group also offers its network platform, which promotes vital sharing of knowledge and expertise across companies. Sustainability is one of the core principles in the group strategy. Therefore, receiving an invitation to the UN Climate Action Summit 2019 in New York as a representative of Germany was not only an honor but also a great opportunity to share our mindset with the world. Brief: Make it known that NOVENTI will attend the UN Climate Action Summit and is an exemplary company for sustainability. Brief: Make it known that NOVENTI will attend the UN Climate Action Summit and is an exemplary company for sustainability. Objectives: Communicating the topic to a wider audience in a bold fashion.

Describe the creative idea (20% of vote)

By getting an invitation to the UN Climate Action Summit, NOVENTI had a great chance to share its climate neutral approach with some of the biggest names in politics and society. We decided to use this opportunity as a marketing stunt to let our business partners know about the purpose of NOVENTI. By publishing an open letter directed to Donald Trump in his hometown newspaper, we not only challenged the President of the United States publicly for not taking responsibility – we also informed a lot of his (international) critics about NOVENTIs efforts to fight climate change. And after the president surprisingly decided to visit the conference, we made it look as if our letter changed Donald Trump’s mind.

Describe the PR strategy (30% of vote)

Insight: Donald Trump makes it publicly known that he will not attend the UN Climate Action Summit in New York. The insight was used to promote NOVENTIs participation at the Summit. nursing services, and physicians.) Key message: NOVENTI takes climate change as serious as everybody should do. Even presidents. Target audience: Business partners of NOVENTI and their multipliers (pharmacies, other healthcare service providers,nursing services, and physicians) Creation and distribution of assets: Open letter print ad in the The New York Times International Edition, follow-up movie.

Describe the PR execution (20% of vote)

Implementation of the PR: Publishing an open letter in the New York Times and communicating it to the German B2B target audience via social media and healthcare press portals. Timeline: The open letter was published on the day of the UN Climate Action Summit. Scale: Circulation 242,073

List the results (30% of vote)

Most important result: Donald Trump changed his mind and surprisingly visited the UN Climate Action Summit. He listened to Speakers and even found friendly words on climate protection. Other meaningful results for NOVENTI: The action received overwhelmingly positive feedback from NOVENTIs business partners in Germany’s healthcare sector. Congratulations even came from the federal minister for economic cooperation and development. NOVENTI was also invited to hold the Keynote at Pope Francis “Laudato si’ Challenge” in Vatican City as a follow up to their efforts at the UN Climate Action Summit.