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UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
AgendaAgenda• OIICOIIC
– Objective
– IssueIssue
– Insight
– Communication Challenge & Campaign IdeaCommunication Challenge & Campaign Idea
• Campaign Roll‐outPh 1– Phase 1
– Phase 2
&• Discussion & Questions
SAATCHI & SAATCHI
OIICOIIC
Objective:Re‐ignite the current conversation on HIV to reduce stigma towards the subject.
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
OIIC
Issue:Issue:There is a lack of internal engagement towards the subject of HIV , be it, because people are…Fearful of the subject because of past/current conversationsFearful of the subject, because of past/current conversationsIgnorant be it, because they are misinformed of the ways of catching it, or stereotype HIV+ people as “those types of people.”
h b ll d ’ / k ll d k /Apathetic, because it really doesn’t concern me / I know all I need to know / it is no more pressing than any other issue on the agenda
SAATCHI & SAATCHI
OIIC
I i htInsight:Like any subject that involves fellow human beings, if people see the whole truth, including the hurt and pain caused to the individual, they are more likely to show empathy.
SAATCHI & SAATCHI
OIIC Communication Challenge:
Put people in the shoes of those living with HIVPut people in the shoes of those living with HIV
Campaign idea:By turning the issue on its head and making stigma an epidemic we gety g g g p gpeople to challenge their beliefs & behaviour towards those with HIV.
SAATCHI & SAATCHI
Stigma fuels HIV
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Campaign Roll‐out:
Phase 1: Awareness MaterialThe aim is:S d i h d f i i i hi h UN d k i• Stand out in the crowd of communication within the UN and make noise.
• Evoke a strong emotional reaction to act as catalyst to generate discussion and questions.
• Inspire the audience to seek more information• Inspire the audience to seek more information
Phase 2: Behaviour Change The aim is:• Encourage people to make use of UN Cares resources: workshops, support groups, UN Cares website etc
h “b ” f h i i hi h d i b d• Carry the “buzz” of the campaign on within the UN and to act as a springboard to spread the positive campaign messages and take it outside of the UN i.e. families, friends and beyond..
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
Phase 1: Awareness Material
As people come into the office, they see posters & police tape cornering off the UN making them wonder: « what’s going on? ».
The impression that something out of the ordinary is going on continues as they switchon their computers and see WARNING! CONTAGIOUS INTERNAL EPIDEMIC. When theygo to the bathroom a sticker tells them to wash their hands due to a stigma epidemicgo to the bathroom a sticker tells them to wash their hands due to a stigma epidemic. All of this hightens their awareness of our campaign communication and makes themwant to know more.
SAATCHI & SAATCHI
A3 Poster
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
Police tape
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
Roll up banner (80 x 200)
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
Intranet warning
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
Mug & bathroom stickers
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
Phase 2: Behaviour ChangePhase 2: Behaviour Change
As the knowledge about ST2011 spreads, so too does the harm it can cause.
Luckily there is a treatment. Knowledge and Empathy.Luckily there is a treatment. Knowledge and Empathy.
So, instead of spreading hurt, spread this message: Stigma fuels HIV
SAATCHI & SAATCHI
www.bestigmafree.org
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
SAATCHI & SAATCHI
SAATCHI & SAATCHI
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
A5 flyer
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
Wallpapers
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
Patches
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
Discussion and questions
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
Reel
UN Cares & UN+ Creative Presentation| Geneva | February 7, 2011SAATCHI & SAATCHI
Thank you
SAATCHI & SAATCHITHE LOVEMARKS COMPANY
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