june 19, 2019s3-eu-west-1.amazonaws.com/wof-files/wod_mccannpresentation_… · demonstrate unity...
TRANSCRIPT
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June 19, 2019
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AGENDA
I. INTRODUCTIONS
II. WHY THIS MATTERS
III. A BIT ABOUT US
IV. UNDERSTANDING YOUR NEEDS
V. OUR APPROACH
VI. WORKING WITH YOU
VII. Q&A
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I. INTRODUCTIONS
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WITH YOU TODAY
Briana FerrignoPresident
John Washburn Executive Creative Director
Dan CarucciGlobal Medical Officer
Alix FloydStrategy Director
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WHY THIS MATTERS
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IS TOP
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OBESITY IS GRABBING HEADLINES
"Many people -- including those who are overwheight themselves -- view people with obesity as less human or less evolvedh” – WebMD, May 2019
“Teen girls with obesity […] are less likely to get the HPV vaccine” – NPR, June 2019
-- Vox, May 2019
The World Health Organization has called it childhood obesity "one of the most series public health challenges of the 21st century.“ -Nov. 2018
A new book argues that for many families with limited time and money, avoiding processed food is not a realistic option.
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A BIT ABOUT US
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Using marketing and communications expertise to
support public and global health
AN EXPERT TEAM WITH
A SINGLE VISION
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ABOUT MCCANN GLOBAL HEALTHISSUE EXPERTISE
Maternal &
Child Health
HIV/AIDS
Prevention
Nutrition Immunization
Emerging
Infectious DiseasesNoncommunicable
DiseasesWASH
Antimicrobial
Resistance
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CORE OFFERINGS
Creative
Development
Strategic
Communications
Branding Stakeholder
Engagement
Capacity
BuildingComms
Planning
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MCCANN OFFICES
McCann Worldgroup offices
McCann Health hubs
EMPLOYEES24,000
OFFICES200+
COUNTRIES120
CONTINENTS6
McCANN WORLDGROUP
EMPLOYEES 1900
OFFICES 60
COUNTRIES 20
CONTINENTS 6
McCANN HEALTH
SCIENTISTS & PHYSICIANS 450+
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COMMITTED TO GLOBAL HEALTH SCIENCES
• 450+ PhDs, MDs, scientists and medical
experts n global network
• Dedicated to supporting and advising
clients on scientific communications to
support address public health
challenges
• Comes to life through public-private
partnerships, thought leadership, and
client-specific support
For more information on McCann’s commitment to Global Health Security, please visit https://inside.mccannhealth.com
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OUR GLOBAL STRATEGIC APPROACH
A strategically-grounded communications planning process that
involves close partnership with your team and direct engagement
with stakeholders.
Understanding the
problem we are solving
for
Conducting market
research with
McCann strategic
framework
Developing the
strategically-
grounded solutions
Activating sustainable,
measurable
communications solutions
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CONDUCTING A TRUTH AUDIT
CONSUMER
• Our target market
• Their motivations, interests, and influences
• Their attitude toward the behavior, product,
• or service
CATEGORY
• Category characteristics
• Competitive set
CULTURE• Cultural barriers or differences
to overcome
CONNECTIONS
• Channel preferences
COMPANY
• Overview of the
organization or company
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OUR PARTNERS
UN
ORGANIZATIONS
FUNDERS
NGOs
PRIVATE
SECTOR
INSTITUTIONS
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ACCESS ACCELERATED
ACCESS ACCELERATEDWorld Bank and the International Federation of Pharmaceutical
Manufacturers and Associations (IFPMA) (2016–2017)
FROM LOGO TO LAUNCHTo launch a new biopharmaceutical industry initiative to fight non-
communicable diseases, McCann Global Health developed the brand
Access Accelerated, along with an accompanying brand strategy and
digital communications. The initiative was launched at the World Economic
Forum in 2017 with an anthem video, which outlines the need for a public-
private partnership to address this global health challenge in an emotionally-
resonant and compelling way.
Logo DevelopmentDevelopment of Digital Strategy and Assets
Brand Strategy Definition
Naming and Creative Concept Development
Sept
2016
Launch
Development of Brand Assets and Guidelines
Jan
2017 Implementation of Digital Strategy
UNGA Event in NYC
Sept
2017
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AB INBEV FOUNDATION
STAKEHOLDER ENGAGEMENT AND
COMMUNICATIONS DEVELOPMENT
• Management of steering committee in six
global city hubs
• Stakeholder mapping of internal and
external partners (20+ stakeholder
interviews)
• 5-year communication strategy
• Issues and crisis management mapping
• Publication strategy
• Website planning and buildout
• Brand and collateral development
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UNICEF GLOBAL POLIO ERADICATION INITIATIVE
GLOBAL COMMUNICATIONS
STRATEGY, TOOLKIT AND GLOBAL-
TO-LOCAL COMMUNICATIONS
• Landscape and desktop research
• Stakeholder mapping and
interviews
• Coordination of UNICEF local,
regional, global teams and partners
for insights workshop
• Messaging and strategy workshops
• Development of communications
• Presentation to select ministry
partners
• Development of the UNICEF polio
brand
• Development of 360-campaigns
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UNDERSTANDING YOUR NEEDS
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BACKGROUND:
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Global obesity organizations have previously led
disparate awareness and advocacy efforts to drive
actions for obesity prevention, care, and treatment
worldwide.
For the first time ever, six leading organizations will
work as one—rallying behind a single theme of
“redefining obesity” in order to amplify their shared
voices to reach global audience with calls to action.
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THE CHALLENGE
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How do we give this initiative a unified identity with
memorable and targeted key messages that
demonstrate unity and leverage collective action,
while also enabling organizational customization?
How do we articulate ”redefining obesity” in a way
that captures our various target audiences attention?
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UNDERSTANDING YOUR IMMEDIATE NEEDS
WORLD
OBESITY
DAY
2020
1. CREATIVE
DEVELOPMENT
STRATEGY
CREATIVE CONCEPTS
2. DIGITAL
STRATEGY
DIGITAL STRATEGY
DIGITAL ASSETS
3. COMMS
PLANNING
COMMUNICATIONS &
LAUNCH PLAN
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OUR APPROACH
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THE JOURNEY WE’LL TAKE
Create resonance
through creative
execution
Communicate
a visible and
positive impact
Ensure analytics
and data drive all
we do
Tell the story
through an
emotional lens that
its specific to key
audiences
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The stigma around obesity stems in part from the perception
that it’s an individual struggle, as opposed to an epidemic that
we need to address as a global public health crisis.
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THAT PERCEPTION IS COSTLY.
It impacts society and the world in myriad ways: with bias
against people with obesity, with increased rates of diabetes,
heart disease and cancer, with the economic cost of increased
healthcare burdens and lost productivity.
THIS IS OBESITY.
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By showing THE TRUE COST OF OBESITY, we can not
only draw awareness for World Obesity Day, we can
change the conversation around challenges and
solutions.
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THIS IS THE TRUE COST OF OBESITY
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CONSUMER AWARENESS
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POLICY/ADVOCACY
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ACTIVATIONS
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WHILE OBESITY IS A DISEASE WITH MANY CONTRIBUTING FACTORS, IT’S NOT A
MYSTERY WHY OBESITY RATES HAVE EXPLODED SINCE THE 1970S.
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For every pound of sugar the major producers
sell, they should be required to contribute to
community programs promoting healthy diets,
eliminating food deserts, and other programs that
promote positive behaviors.
Just like carbon ‘cap and trade’ arrangements,
they can produce more sugar if they want to, but
they have to offset it.
SUGAR OFFSET
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In a series of PR stunts, we’ll introduce the idea of a sugar offset,
all leading up to World Obesity Day, where we’ll introduce this
radical piece of legislation in a compelling an unignorably way.
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To generate sharable video
content, we’ll confront politicians
on the street for their position on
the proposed “sugar offset”
program.
SUGAR OFFSET?
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Conversation around obesity sparked by the
idea of a sugar offset further shapes
perception.
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On World Obesity Day, we’ll host an event at the UN
General Assembly around driving public/private
solutions to the growing obesity epidemic.
This bold proposition will help drive conversation
among policymakers on THE TRUE COST OF OBESITY.
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To reach lay people, we’ll generate sharable video
content by creating a fake pop up fast food joint
and conducting a social experiment with the “customers” documented in reality show style.
CONSUMER ACTIVATION
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Absurdly high prices dramatizing
downstream costs, or offering a high cost
health protection plan, similar to an
extended product warranty, brings the
idea of the true cost of obesity vividly to
life.
Actors portraying the workers will use the
inevitable consumer outrage to shape a
discussion around obesity as a medical
issue with public health implications.
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A CLOSER LOOK AT OUR PROPOSAL
CREAT IVE CONCEPT DEVELOPMENT
IMMER S ION AND ST RAT EGIC PLANNING
Core deliverables :
✓ 2-3 Creative Concepts for defined
target audience
✓ Review and selection of 1 concept
for buildout of campaign assets
Above and beyond the budget:
❑ Additional channels for creative
development i.e. film, guerilla
marketing, and experiential
Core deliverables:
✓ Workplan Development and Maintenance
✓ Weekly Status Calls /2xWeekly in Feb
✓ Stakeholder Immersion (Up to 6 1:1 Needs
Discovery Calls with Members)
✓ Desktop Research
✓ Media Analysis
✓ Project Management
Above and beyond the budget:
❑ Member Alignment Facilitation
❑ Individual Member Communications Support
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A CLOSER LOOK AT OUR PROPOSAL
MAT E R IALS AND ASS E T S DEVELOPMENT
Core deliverables:
✓ Web Site Assets and Social Package (Exact Package
TBD)
✓ Web Takeover Materials for Partners
✓ Social Media Content (Launch Only)
✓ 1 Press Release (2 rounds of edits)
✓ 1 Consumer Facing Material (Exact material TBD)
✓ 1 Policy Facing Material (Exact material TBD)
Above and beyond the budget:
❑ Activations
❑ Web Development & Hosting
❑ Influencer and Thought Leader Engagement
❑ Earned Media Outreach
LAUNCH COMMS PLANNING
Core deliverables :
✓ Launch Plan
✓ Messaging Session
✓ Messaging Frameworkand Digital
✓ Media Strategy
✓ Thought Leadership Strategy
✓ Event and Launch Day Activities
✓ Metrics and Evaluation Plan
Above and beyond the budget:
❑ Thought Leadership Platform Development
❑ Stakeholder Engagement Strategy and Assets
❑ Media Training
❑ Launch Risk Assessment and Crisis Plan
❑ Story-mining Process
❑ Editorial Calendar Build (through 6/2020)
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THINKING BEYOND WORLD OBESITY DAY
STAKEHOLDER EVENT SE R IE S
MEASUR EME NT &RE PORT ING
A unified message beyond World Obesity Day is critical to accelerating progress on
obesity. We view World Obesity Day 2020 as a springboard for an ongoing unified
message from members. A few areas where we recommend a focused, cohesive
effort post-World Obesity Day (and in support of World Obesity Day 2021).
MEDIA CONTENT PART NERSHIPS
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WOR KING WIT H YOU
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AGENCY SUPPORTStructured to provide a dedicated team of experts, intimately involved with
your business to provide the following support:
ACCOUNT MANAGEMENT
• Serves as brand champion and day-to-day account lead
• Manages client communications
• Manages projects and budgets
• Relays client needs to internal team
• Inspires creativity
ACCOUNT MANAGEMENT
CRE AT IVESE RVICES
IN-COUNT RYAND ARE A EXPERT S
ST RAT E GICLEADE RS HIP
ST RAT E GIC LEADER S HIP
• Surveys the landscape of stakeholders
• Develops transformational strategy, brand positioning, messaging matrix, and creative brief
• Maintains current and thorough brand
understanding
CREAT IVE SE RVICES
• Develops creative execution
• Leads copy writing and design
• Seeks disease, industry, and service expertise
• Manages layout and formatting
• Oversees production
IN-COUNT RY AND ARE A EXPE R T S
• Provides scientific and global health expertise
• Understands, and explains complex information for lay audiences
• In-country communications support for events as needed
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HOW WE WORK
GLOBAL COMMUNICAT IONS
LEADER S HIP
ONE INT E GRAT E D T E AM
PERFORMANCE-DR IVEN & ONGOING OPT IMIZAT ION
Dedicated global health team
Strategic partners
Global footprint
One dedicated team with
single point of contact
Ability to bring in additional
resources as needed
Agreed upon scopes and timelines
Weekly check-ins and status updates
Tracked progress updates
Iterative and optimized processes
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WHAT THIS LOOKS LIKE
This is an illustrative timeline to provide an estimated schedule of deliverables. We would work closely with you to ensure communications strategic and quick start materials
are delivered in a way that capitalized on any planned milestones or internal needs.
JUNE 2019 SEPT 2019 MARCH 2020
Scoping and Contracting
Onboarding and Materials Review
Half Day Strategy Session
Creative Concept Development and Testing
Materials Identification
Delivery of Final Materials
Materials Development
Develop Communication Strategy
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APPENDIX
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BUDGETThe following table illustrates proposed budget allocations for the baseline, foundational tactics noted in the RFP provided and in our approach above.
This budget does not account for media pitching, website hosting or build, launch events, or creative activations (i.e. Human Scale activation).
ACTIVITY FEE OOP NOTES AND ASSUMPTIONS
Strategic and
Creative
Development
$75,000 $10,000 (Travel)
• Immersion, desktop research and stakeholder engagement to develop campaign strategy and brief• Development of 2-3 creative concepts for defined target audiences. Concepts to be refined and
tested for selection of one creative direction
Communications
Plan $21,000 • Traditional and Digital Media Strategy
• Thought Leadership Strategy
• Event and Launch Day Activities
• Metrics and Evaluation Plan
Message
Development $25,000 • Half Day Session to define value proposition and audiences, includes one pager and message house
for use around World Obesity Day. Works in coordination with data release or white paper
Asset
Development $115,000 $15,000
(Translation and Images)• Web assets package
• Campaign materials including posters, cards, one pagers, etc.
• Member organization owned channel takeover assets
• Social media image library
• Media documents (1 press release, one template pitch, one thought leadership piece i.e., op-ed for placement in English language outlet)
• Strategic counsel on video and photography development
Project Management
and Coordination $17,000 $10,000
(Event launch support travel)
• Management of project, partner needs, and deliverables. Includes regular status updates, partner alignment meetings, and member communications as needed.
TOTAL $253,000 $35,000
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360-COMMUNICATIONS
CAMPAIGNS
COMMUNICATIONS STRATEGY AND
PROGRAMMATIC LAUNCH FOR
ACCESS ACCELERATED—A GLOBAL
NON-COMMUNICABLE DISEASES
INITAITIVE
Brand strategy and communications
plan
Creative development and
assets
Digital development Thought leadership Events
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DIGITAL TRAINING TOOL: PREP
COMMUNICATIONS
ACCELERATOR
(accelerator.prepwatch.org)
CUSTOMIZABLE
CAMPAIGN MATERIALS
CONFERENCE
EVENTS
FROM CAPACITY BUILDING TOOLS TO THOUGHT LEADERSHIP TO
CREATIVE CAMPAIGNS
COMMUNICATIONS FOR GLOBAL HEALTH ORGANIZATIONS, HEALTH WORKERS AND END
USERS THROUGH THE OPTIONS CONSORTIUM, FUNDED BY USAID AND PEPFAR