Guidelines for implementing the campaign on Falsified Medicines. Approved by : Name. 0.0 version : Name

Transcription

1 Approved by : Name 0.0 version : Name Date: 26/02/2015

2 1. Overview of the campaign The Falsified Medicines Directive substantially changes the European legal framework regarding medicinal products for human use, and encompasses aspects that traditionally have not been directly regulated, like the on-line sale of medicinal products. The falsified, substandard medicines are a real risk. The Directive addresses this by strengthening controls and checks on the standards to be applied to medicines as they move through the legitimate supply chain. It also covers starting materials sourced from non-eu countries where it is more difficult to ensure that EU manufacturing standards apply. The falsified medicines are sold on the internet and may easily reach the public this way. The common logo for retailers of medicines, legally operating in the EU, enables the consumers to make sure they are buying from a legal source. The Directive requests Member States to conduct national information campaigns on the risk of the medicinal products supplied illegally at the distance and the functioning of the common logo. To support this effort, the Commission created a toolkit of communication products to take that can be used by national Authorities responsible for national campaigns around the EU. The products are modular and can be adapted for use in each Member State. These products target the general public in order to raise awareness about the dangers of falsified medicines and how to stay safe when buying medicines by using the logo created by the EU. 26/02/2015 Page 2 of 12

3 2. Toolbox 2.1. Poster The poster template is available in pdf and InDesign formats in the folder: Poster_EN. In all other MS languages it is available in pdf format in the folder: Poster_all MS langauges. An area at the bottom of the poster can be used to insert one or more logos in addition to the European Commission logo. A text line is also available for inserting the national website to be promoted. If no website is available, then this line should be deleted. 26/02/2015 Page 3 of 12

4 The campaign logo should be replaced by the national logo for the purposes of better campaign localisation (with the relevant language and national flag). To provide flexibility when adapting the campaign s national language, the following slogans and straplines could be used instead of those in the model products. This remains the choice of communicators in Member States, to adapt to national specificities. Buying medicines online can be bad for your health Play it safe, check the logo Baking soda and paint, medicines they ain t you d be surprised at what goes into false medicines Keep safe, use the logo Buying medicines online Protect your health buy safe, don t buy fake False medicines, false sense of security They may look like the real thing, but are they? Use the logo to find out Buying medicines online Click to check Buying medicines online Don't pay for false medicines, use the tool to stay safe Safe medicines a click away Buying medicines online A smart, quick and easy way to stay safe Buy medicines online with confidence 26/02/2015 Page 4 of 12

5 2.2. Leaflet The leaflet template is available in pdf and InDesign format in the folder: Leaflet_EN. In all MS languages the leaflet is available in pdf format in the folder: Leaflet_all MS languages. This folder contains also the subfolder with the content of the leaflet translated in all languages in format of word documents. An area at the bottom of the cover page can be used to insert one or more logos in addition to the European Commission logo. The format of the leaflet (A4 folded in 3) has been selected in order to optimise the printing cost. 26/02/2015 Page 5 of 12

6 Click to verify if this website is oper ating legally Falsified medicines can be ineffective at best and deadly at worst. The only way to be sure that the medicine you buy online is saf e and effective is to use the threestep process: CLICK THE LOGO, CHECK THE LIST, THEN CONTINUE. The logo tool is there to help you. Make a habit of using it when buying medicine online. BUYING MEDICINES ONLINE THINK YOU KNOW WHAT YOU ARE GETTING? Logo placeholder False medicines can kill. 26/02/2015 Page 6 of 12

7 2.3. Web banners Different formats of web banners are available to promote your website online. The animation is in GIF to make the language adaptations in Photoshop easier. Various formats are available: 120 x 90 pixels 160 x 600 pixels 180 x 50 pixels 250 x 250 pixels 468 x 60 pixels 728 x 90 pixels The content can vary depending on the size, since visibility can be restricted with certain very small formats. If you need a different format from the ones proposed, select the closest formats available and adapt the source files to the desired dimensions. 26/02/2015 Page 7 of 12

8 2.4. PowerPoint presentation A PowerPoint presentation is available in English for presenting the campaign to your stakeholders. The presentation covers the main objectives of the campaign. Campaign to raise awareness of the dangers of falsified medicines The translated content of PPT presentation is available in the folder: PPT content in all MS languages. 26/02/2015 Page 8 of 12

9 2.5. Social media and web content The folder: Social media and web content_all MS languages contains all linguistic versions Web content Web content has been developed to feed websites with content. Audience: For reuse by Member States on their own websites for the general public. Messages: The prevalence of falsified medicine, the dangers of buying medicine from unregulated pharmacies, the new EU-wide solution that protects buyers from the dangers of falsified medicines. Format: Five web pages in each able to stand alone. Please note that, these pages have been developed in such a way so that they can be used in different combinations and sequence or as a basis for further developing content according to national specificities Social media content The web content has been adapted for promotion on social media: Facebook and Twitter. We advise adding the campaign visual (available in the social media subfolder) into your post, to make the post more visually appealing and catchy for the viewer. The posts are designed to be integrated into a wider social media campaign, either about this particular campaign or as part of a presence that deals with a wider subject. 26/02/2015 Page 9 of 12

10 3. Interactive tools 3.1. Animated clip An animated clip has been produced in all EU languages to create awareness about falsified medicines and how the logo works. The animation is available as both a Flash file and movie file. To use the movie file, we advise uploading it onto your YouTube account (or any other video hosting website) and embedding it on your own website. 26/02/2015 Page 10 of 12

11 3.2. Interactive quiz An interactive quiz of 15 questions has been produced to raise the public s awareness of falsified medicine issues and how the logo works. The quiz is available in all EU languages in HTML. We advise integrating the start button into your website the button opens the quiz as a pop up. 26/02/2015 Page 11 of 12

12 The ZIP file includes: - CSS files; - JavaScript including the script and questions/answers in json format. The quiz is jquery-based and uses Fancybox library to display the quiz in an overlayer; - HTML files (introduction page + quiz page) To launch the quiz from a web page: 1. include a HTML link tag pointing to the quiz with the following attributes and values: <a href="index_en.html" class="startquiz" data-fancybox-type="iframe" >Start the quiz</a> href: URL of the quiz start page; class: indicates the JavaScript that this link must launch the quiz in a pop up when clicking; data-fancy-box: indica tes the JavaScript the type of the element where the link points to. 2. include the following code before the </body> closing tag: <script src="js/jquery.js" type="text/javascript"></script> //call to jquery <script src="js/jquery.fancybox-pack.js" type="text/javascript"></script> //call to fancybox <script type="text/javascript"> if (! $('html').is('.ie7') ) { $(document).ready(function() { $('.startquiz').fancybox({ width : 800, height: 600, scrolling: 'no', autosize: false }); }); } </script> //call the quiz script When clicking on the link implemented in step 1, an overlayer should pop up with the quiz start page. 26/02/2015 Page 12 of 12