Health prevention trough browser games

Health prevention trough browser games

Organization type: 
nonprofit/ngo/citizen sector
$10,000 - $50,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

The project concept came as a need for response to the growing problem of amphetamine use in Europe, and especially Eastern Europe in last years, accompanied by the deficiency of information and interventions, addressing the issue of amphetamines. There is quite a lot of information and facts circulating in the European society about drug use and associated risks and harms, provided by various institutions and organizations working in the public health domain. Still, large parts of the society rely on nothing but myths and imaginary facts when making their decisions about the use of drugs. This is mostly true when speaking about experimental and recreational drug use of stimulants (amphetamines, ecstasy, cocaine, etc.), which in most of the cases is practiced by youngsters and young adults

About Project

Solution: What is the proposed solution? Please be specific!

The innovative idea of this project is to not only to launch a media information campaign but also to win the journalists as a long-term partner in the process of harm reduction which will ultimately assure a higher quality of information on drugs and the related risks and a decrease in their use among the youngsters.During the period June 14-26, 2010 innovative channel for disseminating preventive information was used. was promoted in the online browser game Lady Popular, which has more then 10 000 users, mainly teenagers. The aim of this campaign was more users to write on their profiles and to provoke the interest of the game community to visit the web site and get informed about the amphetamines (to learn while having fun). About 100 gamers (among the most popular and active ones) have disseminated the message not only within the game, but trough their blogs and Skype statuses.Using training and active interaction with the media as a tool, the project aimed to help a broad audience make a healthy choice of conduct and lifestyle whilst creating a new model of press coverage of problems relating to drugs and drug use.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

Though the project has created some traditional awareness raising tools – a five-language internet portal ( and series of informational leaflets, its main and innovative emphasis is building partnerships with the media as a natural and accessible channel for disseminating information to a wide audience with a view to changing existing perceptions and helping more people gain access to accurate information on the health and social aspects of using synthetic drugs. The observations recorded and media monitoring analyses undertaken in four mentioned European countries demonstrate that the media frequently fail to present the drug use problem in a manner that is useful to the audience and the criminal aspect routinely takes precedence over the health and social implications of the problem. Using training and active interaction with the media as a tool, the project aimed to help a broad audience make a healthy choice of conduct and lifestyle whilst creating a new model of press coverage of problems relating to drugs and drug use. As part of these efforts a media contest was organized in four countries for journalistic materials, reflecting the topics of drugs and drug use in a relevant, informative and ethical manner. One of the main achievements of the project is the publication “Press coverage of drug related topics – a guide for media and non-governmental organizations”, written by the Bulgarian human rights journalist Yana Buhrer Tavanier and available in English, Bulgarian, Macedonian, French and Hungarian. The closing forum of the project – the conference “New media, new drugs, new addictions” outlined the necessity to reconsider the traditional ways of drug prevention and “speak” the language of the youngsters - the language of internet, You Tube, social networks and forums.Four country profiles with information on the use of amphetamines in Bulgaria, Macedonia, Hungary and France were produced, written in a narrative and popular style for the general audience. An international web-portal and a downloadable set of information materials were prepared. Over 200 online media kits were disseminated to journalists from the four countries included in the project. A list of key contacts in all the included countries were prepared and put at the web-portal for both media and NGO use. A group of 36 journalists was trained at an international training workshop for media on specifics, harms and risks associated with amphetamine use. Over 280 publications and broadcasts for the project were reached in media in Bulgaria, Macedonia, France and Hungary. The total expected number of impressions of these publications and broadcasts exceeds 1 000 000. Another concrete output is the development of manual for media and NGO harm reduction relations. In addition some 400 copies of it was published and disseminated. More than 100 key officials and opinion leaders on the subject in the four countries received information on the project, including reports and publications. A sustainable network of NGOs working in the area of harm reduction in the four countries was established.
About You
International Healthcare and Health Insurance Institute-BG
About You
First Name


Last Name


Facebook Profile
About Your Organization
Organization Name

International Healthcare and Health Insurance Institute-BG

Organization Phone


Organization Address

57, Tsar Simeon Street

Organization Country

, 12

Country where this project is creating social impact

, 12

How long has your organization been operating?

More than 5 years

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What stage is your project in?

Operating for 1‐5 years

Tell us about the community that you engage? eg. economic conditions, political structures, norms and values, demographic trends, history, and experience with engagement efforts.

The main target group of this project were the young adults (15-34) in four EU countries- Bulgaria, Macedonia, France and Hungary. Among young adults (15–34 years) ever in lifetime use of amphetamines is reported by 0.2–16.8. Half of the countries providing data have prevalence rates below 4 %. On average, 5.1 % of young European adults have tried amphetamines. It is estimated that, on average, 1.5 % of young European adults have used amphetamines in the last year.

Share the story of the founder and what inspired the founder to start this project

Interaction with teenagers and founding out about their interests and the ways they use internet was really helpful in order to build the project idea. When patients are systematically provided with information and skills to reduce health risks, they are more likely to reduce substance use, to stop using tobacco products, to practice safe sex, to eat healthy foods, and to engage in physical activity. These risk reducing behaviours can dramatically reduce the long-term burden and health care demands of chronic conditions. To promote prevention in health care, awareness raising is crucial to promote a change in thinking and to stimulate the commitment and action of patients and families, health care teams, communities, and policy-makers.
The most important communication channel for promoting health prevention used in the “Addicted to life” project was new media.

Social Impact
Please describe how your project has been successful and how that success is measured

The most significant impact of the project, shared by project partners and participants in different activities, is the improved collaboration between drug-related NGOs and media. The connections with young journalists, who are interested in the topic of consumption of amphetamines or the substance use generally, are essential investment for the future of non-governmental organizations, because making their voices heard is always a crucial topic for all NGO’s, especially in our profession where the moral panic, discrimination, stigmatization, prejudice, inaccuracies and myths are very common. Some of the major project activities – such as the journalist training and the contest – had an impact on addressing the most common mistakes journalist make in the topic of drug use. We strongly believe that the messages of the project would be seeds planted in the mind of the young journalists and will contribute at least to some extent for the change of the way journalists speak and write about the topic of drug and drug users.

How many people have been impacted by your project?

1,001- 10,000

How many people could be impacted by your project in the next three years?

More than 10,000

Winning entries present a strong plan for how they will achieve growth. Identify your six-month milestone for growing your impact

To reach more than 20 000 young people

Task 1

Fund raising

Task 2

Additional dissemination of information materials

Task 3

On the field work (campaigning in clubs)

Identify your 12-month impact milestone

To reach more than 50 000 young people

Task 1

To search and apply for funding

Task 2

To develop new interactive tools

Task 3

To disseminate additionally information materials

How will your project evolve over the next three years?

Additional interactive tools will be developed in order to attract the attention of the younger generations. The main principle will be to learn while playing.

What barriers might hinder the success of your project and how do you plan to overcome them?

The main barrier identified is the lack of donors to fund the project idea. We hope our vast experience in project development and the network we built during the project will help us in order to overcome this.

Tell us about your partnerships

International Healthcare and Health Insurance Institute (IHHII), Sofia Bulgaria
Actions for Citizenship and Health Education - A.C.C.E.S., Marseille, France
Healthy Options Project Skopje - H.O.P.S., Skopje, Macedonia
Blue Point Drug Counselling and Outpatient Center, Budapest, Hungary

Explain your selections

DG Justice, EU

How do you plan to strengthen your project in the next three years?

We believe the additional dissemination of the already developed information materials and the design of educational game will make a huge difference.

Which barriers to health and well-being does your innovation address?
Please select up to three in order of relevancy to your project.


Health behavior change


Limited access to preventative tools or resources


Incentives for unhealthy living

Please describe how your innovation specifically tackles the barriers listed above.

Clear and understandable source of information on amphetamine use was created through the web-site. It contains a lot of information, which is specially prepared by an international and inter-professional (involving different types of expertise) expert groups, who paid special attention to address journalists with structured and reliable information. Improved dialogue between drug-related NGOs and media has been reported by all partners. Since drugs are a sensitive topic, usually there is a certain gap and mutual mistrust between media and drug-related NGOs.

How are you growing the impact of your organization or initiative?
Please select up to three potential pathways in order of relevancy to you.


Grown geographic reach: Multi-country


Influenced other organizations and institutions through the spread of best practices


Grown geographic reach: Global

Please describe which of your growth activities are current or planned for the immediate future.

The project became part of the European Action on Drugs (EAD) initiative. Atanas Rusev participated in the event for the International Day against Drug Abuse organized by DG Justice in Brussels on 25 of June and signed a commitment on behalf of the project consortium. Additionally information was disseminated trough the global web platform "TakeItGlobal".

Do you collaborate with any of the following: (Check all that apply)


If yes, how have these collaborations helped your innovation to succeed?

The intercultural experience and knowledge of our partners were valuable resource for the project development and implementation.