Reasons for Initiating the "Longer Friendship Day"
- The primary causes of mortality among Estonian men are cardiovascular diseases (35%), cancers (19%), and injuries and poisonings (11%).
- The life expectancy of Estonian men (73.9 years) is 8.5 years shorter than that of Estonian women (82.4 years).
- Until the age of 50, men visit doctors significantly less often than women, meaning that Estonian men typically seek medical help too late, often when they already have serious and established (chronic) diseases.
- Preventive health check-ups can help detect diseases at an early stage, and preventive actions and a healthier lifestyle can minimize risks.
Initiator of Longer Friendship Day - Rain Vääna
The idea for Longer Friendship Day was conceived by entrepreneur Rain Vääna, who has been organizing such events for his friends for years. These events involve a day spent together undergoing health check-ups followed by active participation in cultural, sports, and entertainment events, spiced up with new and exciting emotions, such as ballet training.The idea is to encourage friends to care about each other's health, to live as long as possible as friends together, and to be healthy husbands to their wives, fathers to their children, and grandfathers to their grandchildren.
Target Group and Objectives
- Longer Friendship Day targeted all Estonian men, but particularly aimed to involve men aged 40-49 years from the risk group. Before this age, diseases may not show symptoms, and after this, it may be too late to take preventive action.
- No specific numerical goal was set by the initiative's leaders for 2019, its first year. In November and December, they simply hoped to see as many Estonian men as possible visiting the doctor for health check-ups, consulting with a doctor or nurse, and then spending an exciting day with their friends.
- The goal for 2020 is to compile a report assessing the current state of men's health based on the results collected in November-December.
- A permanent goal of the initiative is to instill the habit of regular health check-ups among men.
- The long-term goal is to increase the number of years men live in good health.
Tactical Action Plan
- Communication consciously began in the spring of 2019 when the PSP initiator gave a lengthy interview to the newspaper LP, discussing personal experiences, the background of the initiative, and informing the public that the civic initiative PSP would launch for the first time in November. This secured the support of several partners for the project.
- The initiative came back into public attention on Anu Välba's Sunday TV show "Hommik Anuga," where Rain Vääna and his friends brought attention to the initiative for over 20 minutes.
- Communication then intentionally took a break to avoid overly hyping expectations, and all communication activities were scheduled for the last two weeks of October, when PSP-related spokespersons and doctors appeared in most mainstream media—from "Ringvaade" and Vikerraadio to Kofe+ and Radio 4.
- On October 31st, when the initiative officially started, traditional communication began in both social and mainstream media, keeping the media updated on how many men across Estonia had already gone for their health check-ups.
Results of Longer Friendship Day 2019
- In November and December 2019, at least 2,400 men went for health check-ups, although final data from the TÜK men's clinic has not yet been received.
- An unknown number of men are still registered and waiting in various medical centers, where it has been noted that the PSP initiative inspired them.
- We received Health Insurance Fund support for the health checks of 3,200 men.
- In collaboration with doctors, we developed Longer Friendship health packages for men up to 35 and 35+.
- We started a public discussion on men's health.
- The public received our idea well, and it found much support.
- We gained several excellent partners who were a great help in achieving our goals and with whom we hope to continue collaborating in the coming years.
- Several large employers want to invest in their employees' health.
- In collaboration with TÜK men's clinic and employers, we hope to have tested 1,000-1,200 men in work collectives by the end of April.
"Living healthily is a culture."