feb 7 presentation - aids presentation for... · oiic objective: re‐ignite the current...

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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

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OIICOIIC

Objective:Re‐ignite the current conversation on HIV to reduce stigma towards the subject.


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

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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.

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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.

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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..


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.

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A3 Poster


Police tape


Roll up banner (80 x 200)


Intranet warning


Mug & bathroom stickers


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


SAATCHI & SAATCHI

A5 flyer


Wallpapers


Patches


Discussion and questions


Reel


Thank you

SAATCHI & SAATCHITHE LOVEMARKS COMPANY

feb 7 presentation - aids presentation for... · oiic objective: re‐ignite the current...

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