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As part of its collaboration with the World Health Organization (WHO), Choose stood by its side at a recent milestone event to launch the Quality-for-All platform, the new strategic tool of the Health-IQ program, which promotes a unified and evidence-based system for measuring and improving healthcare across Greece. The event took place in the fully packed amphitheater of the Ministry of Health, with the entire leadership of the Ministry, healthcare professionals and representatives of the press in attendance. Welcoming remarks were delivered by the Minister of Health, Adonis Georgiadis, as well as the Regional Director of WHO/Europe, Dr Hans Kluge. Dr Kluge’s presence highlights the importance that the World Health Organization attaches both to the work of the Health-IQ program and to Greece’s strategic role in promoting the quality of health services. Choose, in collaboration with the WHO Office for Quality of Care and Patient Safety, undertook the coordination of the event, including the preparation and distribution of informational materials, attendee coordination, as well as the creation of the visual identity and branding in line with Health-IQ guidelines, effectively transforming the Ministry's premises with the programme’s colours and aesthetic. The innovative Quality-for-All platform is a central pillar of the Health-IQ program and utilizes data to improve the quality of healthcare services, placing the patient at the center and positioning the country as a model at the European level. Choose contributes consistently and actively to promoting and disseminating the Health-IQ program’s results, strengthening its visibility across the country and confirming its role as a strategic partner in initiatives that bring real value to the healthcare community while also improving the patient experience.

CHALLENGE The establishment and operation of the Interagency Market Control Unit (DIMEA), a service of the Ministry of Development, presented a complex communication challenge, as it was a newly created service with a critical role in controlling and combating illegal trade. At the same time, a significant part of the population, especially younger consumers and business owners, were not fully aware of the consequences of illegal commercial transactions, whether in physical or online commerce. Despite their daily exposure to cheap or “suspicious” products, few consumers fully grasp what illegal trade truly involves: criminal activities, illegal practices and serious social consequences. This lack of awareness reinforces tolerance and ultimately the demand for illegal trade. The challenge for Choose was twofold: on the one hand, to effectively introduce DIMEA to the public and, on the other hand, to highlight the hidden consequences of illegal trade in a direct and highly communicative way. To address this, Choose designed a targeted communication strategy to introduce DIMEA and chose to speak simply and creatively to the public, revealing the dark implications that an illegal product may hide and reinforce the importance of legal transactions for everyone. With television and the internet as our main focus, we created a campaign that was built around a central question: “What could an illegal product be hiding?” Through inventive storytelling and powerful images, Choose brought to light the serious crimes and consequences that accompany every illegal transaction. The message was reinforced by a series of communication actions aimed at informing and raising awareness among the public, both offline and online. ACTIONS The main pillars of the campaign included:

• Communication Strategy
• TVC, YouTube Videos, Web Banners: communication concept, service logo creation, script, implementation, production
• Print ads and publications: concept, design, content, layout, printing
• Design, content creation and printing of promotional materials
• Creation, management and content of the official website
• Launch and management of social media accounts, including creation and update of content
• Design and implementation of advertising plan in traditional and online media

IMPACT The campaign contributed significantly to shaping informed and responsible consumer behavior, highlighting the crucial role of DIMEA and the importance of legal and transparent commercial practices for society and the economy. At the same time, it laid the foundations for ongoing communication aimed at improving everyday life and overall quality of life of citizens. The impact of the campaign was also reflected in measurable results:

• Total impressions: 365.625
• Reach: more than 13.530.400 viewers
• Video Views: 4.809.399
• Engagement: 118.512
• Link clicks to website (https://dimea.mindev.gov.gr/): 172.388

COMMUNICATION MATERIALS

• Film “Inside”: https://youtu.be/0rUl2ouQGNo
• Film “Laptop”: https://youtu.be/GHjsPNKrRs4

Key Visual:

Behind millions of calls and the new digital channels lies dedicated daily effort, structured coordination, and deep expertise. Choose, as the lead partner among the consortium of companies delivering these initiatives, plays a strategic role in shaping and promoting them, ensuring that innovation doesn’t remain theoretical but becomes a tangible, impactful experience for citizens.  

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Choose has been assigned the strategic communication plan, outreach and educational initiatives for the HEALTH-IQ programme, implemented by the World Health Organization Regional Office for Europe (WHO Europe) through its Office for Quality of Care and Patient Safety in Athens, in collaboration with the Greek Ministry of Health. The HEALTH-IQ project is a joint initiative of WHO Europe and the Hellenic Government, aimed at strengthening the quality, safety and efficiency of health services. Launched in May 2023, the project now enters a new phase, promoting an evidence-based and unified framework for measuring and improving care, while fostering a culture of transparency and continuous advancement for the benefit of all citizens. As part of this collaboration, Choose is primarily responsible for developing and implementing the programme’s communication strategy across Greece, provide press-office services, managing media relations, and creating social-media content to highlight the project through targeted publicity activities. In addition, the company has undertaken the design and implementation of training activities and seminars for health professionals (project management) with the goal of strengthening skills, exchanging best practices and disseminating knowledge throughout the health system. Through these initiatives, Choose enhances cooperation among institutional stakeholders, health professionals and citizens, promoting awareness, education and engagement. Choose CEO Giannis Detsis, stated: “HEALTH IQ is a project that strengthens the very core of the public health system: quality and trust. For Choose, taking on the communication strategy and coordination of the educational programme is both an honor and a responsibility. As a company that operates with consistency and method in managing complex projects of public interest, our goal is to turn strategy into action and technical expertise into meaningful change. We believe communication can act as a catalyst for progress when it is founded on transparency, collaboration, and respect for all stakeholders.” Through this partnership with the WHO Office for Quality of Care and Patient Safety in Athens and the Ministry of Health, Choose will actively contribute to ensuring that HEALTH IQ supports the evolution of the public health system, strengthening practices that make care more effective, high-quality, and people-centred for everyone.

The partnership between Choose and Stratcom was honored with the Gold Award in the category “Best Content Marketing Program | Best in Public Sector” at the 2025 Content Marketing Awards, for their outstanding communication campaign for TEKA (The new auxiliary defined contributions insurance system). The award ceremony took place on Wednesday, October 8, at Anais Club, organized by Boussias Events. The campaign’s central message “Check TEKA, Go TEKA. It pays off for you!”, creatively and clearly expressed the philosophy behind Greece’s new auxiliary defined contributions insurance system. To effectively reach younger audiences, the campaign leveraged one of the most dynamic communication tools of today — content creators. Influential figures recognized for their entrepreneurial spirit, mentoring activity, and thought leadership were selected, including Konstantinos Kintzios, Spyros Andrianos, Giorgos Vagiatas, Christos Kavallaris, and Business Review Greece. These authentic and credible voices connected meaningfully with TEKA’s target audience aged 18–37. Through a strategic approach and creative media execution, TEKA’s message was delivered in a simple, engaging, and relatable way, emphasizing that TEKA offers every young employee the opportunity to build their own supplementary pension through a personal account. The new auxiliary defined contributions insurance system ensures transparency, investment returns, and a state guarantee for the total amount of contributions — representing a secure investment in the future of the younger generation. This Gold Award underscores the power of meaningful and modern communication that combines creativity, authenticity, and genuine audience engagement. By uniting their expertise and strategic insight, Choose and Stratcom demonstrated that even the most complex institutional and social messages can be communicated in a clear, positive, and inspiring way — with content that motivates young people to invest in their future. The collaboration between TEKA, Choose, Stratcom, and the content creators proved pivotal in bringing to life the message “Check TEKA, Go TEKA. It pays off for you!”, showcasing how institutional communication can be both impactful and relatable. This recognition highlights the transformative power of content marketing — its ability to shift perceptions, inspire change, and make a lasting difference.

The video "Invest TODAY in your own FUTURE ", selected among 261 entries, informs the younger generation about the benefits of auxiliary defined contributions insurance

02/10/2025

The Hellenic Auxiliary Pensions Defined Contributions Fund (TEKA) has earned a significant international distinction by winning the 2025 International Social Security Video Award, in the “Youth” category, for its campaign video “Invest TODAY in your own FUTURE”. The campaign was implemented in collaboration with Choose and Stratcom.

The award ceremony took place on September 29, 2025, during the World Social Security Forum, held in Kuala Lumpur, Malaysia, and organized by the International Social Security Association (ISSA). The award was received by the Consul of Greece in Malaysia.

The TEKA video stood out in a highly competitive field of 261 entries from 96 member institutions across 69 countries. The campaign’s concept, driven by the strategic and creative input of the Choose-Stratcom consortium, was praised for its originality and effectiveness. The video was produced by Steficon and directed by Vardis Marinakis.

 Aiming at the new generation of employees , TEKA’s campaign delivers a modern, lively, and optimistic message: investing in your pension is not a distant concern, but a decision that begins today and ensures a more secure future. The creative approach centers on three young protagonists, whose authenticity and energy successfully capture the audience’s attention and make the message even more impactful and relatable.

Mr. Kimon Volikas, CEO of TEKA, stated:

"We are particularly proud of this important international distinction from an organization of global stature and credibility such as ISSA. This award is a recognition of our efforts to communicate the new auxiliary defined contributions insurance system in a modern, clear, and effective way. It is also a distinction for Greece and everything we can achieve in the field of social security by investing in trust, transparency, and the active participation of young people."

Mr. Giannis Detsis, President and CEO of Choose, emphasized:

"We are truly proud of this international recognition, which acknowledges the creativity and dedication of our team. I would like to sincerely thank our partners and TEKA for their trust and cooperation, which allowed us to bring to life a campaign with a meaningful social message. This award motivates us to continue designing impactful campaigns that inspire, engage, and generate positive change."

Mr. Vassilios Kavvalos, President and CEO of Stratcom, commented:

"We are proud to have participated in TEKA’s award-winning communication campaign. Its success is the result of hard work and the collaboration of many dedicated and talented individuals. We thank TEKA for their trust and fruitful cooperation on this demanding project. The international recognition of the campaign video reaffirms the power of strategic and creative communication to inspire and mobilize the younger generation to make future-oriented decisions."

CHOOSE S.A. once again partnered with major institutions and organizations, managing their participation in the 89th Thessaloniki International Fair (TIF). The company curated the central concepts of their presence, designed and implemented promotional activities and materials, and organized parallel events with thematic discussion panels and children’s activities — delivering visitors a complete and engaging exhibition experience.

A central feature of this year’s TIF was the presence of three four-digit hotlines — 1555, 1566, and my1521 — where visitors received live information and direct service from representatives. The main objective of CHOOSE and the participating institutions was to showcase the value of simple, immediate, and human-centered service:           

a)1555 (Ministry of Labour and Social Security) addressing insurance, employment, and social issues. At the stand, visitors could experience the new “Video Call in Sign Language” service, with specialized interpreters providing support in Greek Sign Language.

b)1566 (Ministry of Health) offering access to all health-related services.

c)my1521 (Independent Authority for Public Revenue – AADE) — facilitating communication between citizens and tax services.

By combining call centers, digital channels, and automated solutions, these services significantly enhance the citizen experience, providing immediate, transparent, and effective assistance. At the same time, they equip institutions with modern tools that support modernization and improve daily operations.

With CHOOSE’s support, several institutions also highlighted the importance of education from an early age through creative initiatives. At the stands of the Ministry of Environment and Energy, the Ministry of Education, Religious Affairs and Sports, and the Hellenic Cadastre, specially designed children’s areas complemented the main exhibitions, giving younger and older visitors alike the chance to engage in interactive activities, learn through play, and enjoy a unique blend of information and entertainment.

More specifically:

At the Ministry of Environment and Energy, experiential games on water and drought helped children understand the importance of sustainable resource management.

At the Ministry of Education’s “School of Tomorrow”, an open and creative space emphasizing three pillars — sustainability, digital transition, and STEM education — young students participated in a variety of engaging activities.

The Hellenic Cadastre invited children to interactive quizzes, offering a simple and entertaining way to learn about property and the organization’s role.

The DEPA Commercial S.A. Group also made a strong impression, with CHOOSE responsible for the full design, coordination, and communication strategy. Targeted initiatives showcased the Group’s position as a modern, vertically integrated energy provider, contributing decisively to Greece’s energy transition.

In addition, CHOOSE supported the Solid Waste Management Authority (FODSA) and the Ministry of Migration and Asylum (TAMEY), managing the overall presence of their stands and effectively communicating their initiatives. Through its contribution to this year’s TIF, CHOOSE ensured that the public gained a thorough understanding of the work and services of each institution, reaffirming its pivotal role in securing their strong and dynamic presence.

Choose’s communication campaign for the new 1555 service is also live here

With its expertise and long-standing experience in digital communication and public service projects, Choose plays a decisive role—together with COSMOTE e-Value and Mediatel—in the new era of citizen service provided by the State.

The digital service of 1555, the four-digit number of the Ministry of Labour and Social Security, is expanding, and citizens with hearing impairments now have the possibility to be served in Greek Sign Language via video call.

The expansion of 1555 is part of a large, technically complex, and administratively demanding project that has transformed how citizens communicate with the State, with Choose playing a leading role in its implementation.

In 2021, the Ministry of Labour and Social Security launched a four-digit helpline as part of a major and demanding project designed to provide a single portal offering information and support on insurance, labour, and social issues.

As a member of the consortium responsible for the project, , Choose not only delivered the implementation within the agreed timeframe, but also—through continuous training and technical advancement—continues to play an active role in its ongoing development. Four years later, 1555 has become a key point of reference, providing citizens with services from 10 public bodies.The project employs more than 400 people, with over 350 customer service representatives, in a state-of-the-art call center designed to assist tens of thousands of citizens daily, with minimal waiting times.

A multichannel service system is now available to citizens, based on the principle that access to service is a right for all, with Choose’s expertise dedicated to serving the public.

The communication campaign for the new 1555 service is also live, featuring video call support in sign language for citizens with hearing impairments. With the central message “Because service is a right, and in this we are all equal” and specially designed tailored content for each medium, the campaign is running across Television, Press, Websites & Social Media, and Radio.

See more about the 1555 service here:

https://1555.gov.gr/vinteoklisi-stin-noimatiki/

CHOOSE, in collaboration with COSMOTE e-Value and EY, has played a pivotal role in the implementation of the new Taxpayer Service Center (KEF) of the Independent Authority for Public Revenue (AADE), named my1521, recently inaugurated, marking a new era in the interaction between citizens, businesses, and the tax administration.

The my1521 project is a flagship initiative and a central pillar of the digital transformation of Public Administration, offering multi-channel and personalized services through the use of artificial intelligence, automation, and advanced CRM tools.

As a member of the Contractor Consortium, CHOOSE made significant contributions to the design and implementation of:

•   the strategic communication and citizen experience plan

•   the development of digital tools supporting the new system’s operations,

•   the integrated omni-channel service architecture

•   ensuring the Center operates with a human-centered approach, transparency, and reliability

•   coordination and monitoring of the project’s progress

Leveraging its expertise in digital communication and public service projects, CHOOSE contributed to unifying communication channels into a single platform and integrating modern technologies that enable faster and more accurate responses to citizens.

A Project with Multiple Benefits

The my1521 initiative substantially improves taxpayers’ everyday experience by:

•   Reducing repetitive inquiries and bureaucratic delays.

•   Providing transparency and traceability for every request through modern CRM systems.

•   Laying the groundwork for adopting similar solutions across other areas of Public Administration.

“Participating in the my1521 project is a distinct honor and a significant responsibility for us. Together with our strategic partners, we leveraged our experience and expertise to contribute to the creation of a modern, citizen-friendly service center. my1521 demonstrates that technology, when applied consistently with a human-centered approach, can transform how citizens interact with the state, making daily life simpler and more meaningful for everyone,” said Giannis Detsis, Chairman and CEO of CHOOSE.

Through my1521, AADE is advancing the digital transformation of public services, with CHOOSE playing a decisive role in this strategic milestone, setting new standards for the future of Public Administration.

On the 20th anniversary of the Energy Community, Choose assumed full responsibility for the organization and execution of the commemorative event at the Zappeion Hall in Athens. The program included an Informal Ministerial Council meeting, keynote speeches by high-level European officials, and the official Gala dinner held in the Peristylion.

The event was honored by the presence of the European Commissioner for Energy and Housing, Dan Jørgensen, the Director of the Energy Community Secretariat, Artur Lorkowski, and the Greek Minister of Environment and Energy, Stavros Papastavrou.

With high standards of coordination and aesthetics, Choose delivered a seamless event experience, providing meaningful networking opportunities among Ministers, Ambassadors, energy sector representatives, and members of the business community.