Ministry of Development | DIMEA – Information & Awareness Campaign on Illegal Trade

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

Key Visual: