UNDP project BELMED
"Your health in your arms"

"Your Health in Your Arms"


“Your Health in Your Hands” Initiative — PR & Event Campaign
Client: NGO Healthy Choice
Supported by: EU, UNDP, WHO, UNICEF, UNFPA, Ministry of Health of Belarus
Duration: February – November 2017
Location: Kadino, Mogilev District, Belarus
About the Project:
As part of the national “BELMED” program, this EU-funded initiative aimed to promote healthy lifestyle habits and prevent non-communicable diseases in rural Belarus. The project focused on developing an innovative behavioral health model for the agro-town of Kadino and engaging a wider Belarusian audience.

My Role:

• PR Manager
• Content Creator
• Event Manager

Strategy & Execution:

• Conducted target audience analysis and created a 9-month PR strategy.
• Developed a multi-channel promotional campaign, leveraging social media, regional press, partner networks, and offline activation.
• Led the planning and production of four Healthy Lifestyle Festivals in Kadino, coordinating all logistics, branding, media, and entertainment.
• Created the national #myhealthychoice contest across Instagram, Facebook, and VK, encouraging user-generated content around fitness and wellness.

Key Results:

• 1,267 participants in the #myhealthychoice social media contest across Belarus.
• 15 commercial and NGO partners, including MTS, Green hypermarket, BONFESTO, Monkey Food, RUSHKA, and the Belarusian Street Workout Federation.
• Over 20 media publications and TV mentions secured.
• Four successful large-scale festivals with 500+ attendees each, despite location and infrastructure challenges.
• Built an association between wellness and modern, aspirational lifestyle among rural youth.