WHO Campaign Handbook by WHO

WITH CAMPAIGN PLANNER

CAMPAIGN HANDBOOK

ÂŠ World Health Organization 2015 All rights reserved. The contents of this document are intended for the internal use of WHO staff. All images of campaign materials in this document can be found on the WHO website at: www.who.int/campaigns Photos: p.8, p.42: WHO/C.Black; p.15, pp. 36-37: WHO This toolkit is available in an e-friendly format on the WHO intranet at: http://intranet.who.int/homes/fpe/ Layout: MEO design & communication, Switzerland

CAMPAIGN HANDBOOK

CONTENTS FL AGS HI P CA M PAI G N S GOALS PR I NC I PLES F OR S U C C E S S

GE T T I NG S TA R T ED

S T R AT E GI C A P P R OAC H

P R OD U CT S

15 17 17 17 18 22 23 23 24 24 26 27 28 28 29 29 29

THEME SLOGAN KEY MESSAGES TOOLKIT F OR CA M PA IGN E N GAGE M E N T TEC HNIC AL MATE RIA L FAC T SHEETS FAC TF I LES POSTER S INF OGR APHI C S V I DEOS PHOTOS F EATUR E STOR IE S MED IA ADV ISORY TALKI NG POI NT S NEWS R ELEASE S V I DEO PAC KAGE

E NGAGI NG WI T H EX TER N AL EN TI TI ES

7 8 9

MEMBER STATES

31 32

NON-STATE AC TORS GOOD WILL AMB A S S A DORS

32 33

WHO CAMPAIGN HANDBOOK

E V E NT S

R E ACHI NG OU R AU D I EN C ES

39 39 40 41 41 42 43 46 47 47

THE WHO WEBS ITE NEWS MED IA Finding an angle Embargoes Media spokespersons SOC I AL MEDIA SMS EMAIL FAC E-TO-FAC E ME E TIN GS

GU I D E LI NE S A N D STAN DAR D S WHO STYLE FAC TS, F IGUR E S, M A P S A N D M ORE

49 49 49

P OS T- CA M PA I G N R EP O R T

A NNE X 1: CONS EN T F O R M

A NNE X 2: E XA M P L E O F A M ED I A ADV I SO RY

A NNE X 3: M E D I A I N TERV I EW S AN D P R ESS C O N F ER EN CES

NOT E S

Box 1. WHO flagship campaigns 7 Box 2. World Health Day: a unique celebration 8 Box 3. The WHO logo 20 Box 4. Crediting sources and suppliers 28 Box 5. Translation 29 Box 6. Tips for pitching 40 Box 7. Top tips for effective social media 44

WHO CAMPAIGN HANDBOOK

W H O C A M P A I G N H A N D B O O K > Flagship campaigns

FLAGSHIP CAMPAIGNS Throughout the year, there are dozens of commemorative “days” to mark specific health issues, ranging from autism to zoonoses. While the list has grown in recent years, global public health campaigns offer great potential to raise awareness and understanding about health issues, celebrate successes, highlight challenges, and mobilize support for future action. They also provide prime opportunities to promote the work of the World Health Organization (WHO) and to strengthen our reputation as a trusted source of health information and global leader in public health. This guide was written to help you organize your WHO public health campaigns, focusing on our “flagship” campaigns, those officially mandated by the World Health Assembly (see Boxes 1 and 2). BOX 1 .

WHO FLAGSHIP CAMPAIGNS

WHO Member States, through the World Health Assembly, have mandated eight official WHO days. These are sometimes referred to as “corporate” or “flagship” campaigns. 24 March 7 April 24–30 April 25 April 31 May 14 June 28 July 1 December

World TB Day World Health Day World Immunization Week World Malaria Day World No Tobacco Day World Blood Donor Day World Hepatitis Day World AIDS Day

Core campaign materials for World TB Day, World Malaria Day, World Hepatitis Day and World AIDS Day are developed in close collaboration with the Stop TB Partnership, Roll Back Malaria, the World Hepatitis Alliance and UNAIDS.

Flagship campaigns < W H O C A M P A I G N H A N D B O O K

GOALS The overall goals of our flagship campaigns are to highlight immediate or emerging challenges related to specific diseases and public health issues, and to mobilize individuals and organizations across the world to take action. This action ranges from donors investing in disease control to families following WHO advice to protect their health and prevent illness. To do this, we collaborate with countries and partners, and particularly ministries of health, to create campaigns that engage people at international, national and community levels, in the public and private sectors, and in civil society.

BOXâ&#x20AC;&#x2030;2.

WORLD HEALTH DAY: A UNIQUE CELEBRATION

World Health Day is celebrated on 7 April every year to mark the anniversary of the founding of WHO in 1948. Each year a theme is selected that highlights a priority area of public health. The day provides an opportunity for people in every community to get involved in activities that can lead to better health. Member States and offices at all levels of WHO actively celebrate this day with a wide variety of activities, from public information campaigns and training workshops, to sporting events and art competitions.

W H O C A M P A I G N H A N D B O O K > Flagship campaigns

PRINCIPLES FOR SUCCESS The principles that frame our campaign approach are the same as those that apply to our day-to-day communications. WHO campaigns should: • contribute to clearly defined public health goals, have a specific target audience and focus on concrete outcomes; • be evidence-based (or consensus-based when evidence does not exist); • motivate audiences to take action; • raise awareness of health problems, propose solutions and indicate how WHO is contributing; • use a consistent corporate voice throughout the Organization to build trust and maintain credibility; • use the channels and media best suited to reach the target audience; • be contextualized, and where possible, be presented in the language of the target audience; • use the WHO logo in accordance with appropriate WHO guidelines; and • include measures to assess outputs and outcomes. Chances of success are higher if we are coordinated between headquarters, regional and country offices, and if concepts at the core of the campaign are simple. A campaign with a simple core idea, that makes room for adaptation, innovation and contextualization at regional and country levels, has the potential for the greatest impact in terms of awareness-raising, engagement and action.

Flagship campaigns < W H O C A M P A I G N H A N D B O O K

W H O C A M P A I G N H A N D B O O K > Getting started

GETTING STARTED Early planning is essential for a successful campaign. At headquarters, aim to begin planning for World Health Day nine months in advance of the day. For the other flagship campaigns, begin as early as possible. Regional and country offices are encouraged to begin planning for a campaign as soon as the theme is identified, and to regularly feed into the global plan. World Health Day themes are decided by the Global Policy Group (the Director-General, Deputy Director-General and Regional Directors). Ideally, objectives and target audiences should be agreed between headquarters and regional offices at the outset, for a unified campaign and greater potential impact. Objectives should be ambitious yet feasible. They should also be measurable, to enable analysis of the relative level of success in post-campaign reports. Key partners at global, regional and country levels who can help WHO meet campaign objectives should be identified in the planning stage. It is important in the early planning stages to: • be clear about what change you want to see linked to the campaign • focus on key supporting data, and what is new or most compelling • identify the target audience/s, and who they are influenced by. To have the best chance of delivering on time, available resources — both human and financial — should be determined at the outset. At headquarters, these decisions are taken by the Director-General’s Office, together with the technical department/s involved. With these elements identified, you can start planning activities and products.

Getting started < W H O C A M P A I G N H A N D B O O K

W H O C A M P A I G N H A N D B O O K > Strategic approach

STRATEGIC APPROACH The campaign approach will vary depending on the objectives, target audiences, and available budget. There is no one right way of managing flagship campaigns. In the early planning stages, think hard about how you can most effectively achieve your objectives, keeping in mind the resources available. It could be that you decide to focus on a specific audience (e.g. travellers) or specific dissemination channels (e.g. radio). Some products may be produced more quickly and efficiently by regional offices. Engage senior leadership and involve partners early and consider together how they can best support achievement of campaign objectives.

CASE STUDY A key audience for the World Health Day 2014 campaign on neglected tropical diseases was travellers. Events were organized at major international airports, with a customized boarding card that advised travellers on how to protect themselves from vector-borne diseases.

Strategic approach < W H O C A M P A I G N H A N D B O O K

W H O C A M P A I G N H A N D B O O K > Products

PRODUCTS Campaign materials at headquarters are produced by the Department of Communications (DCO), in collaboration with relevant technical focal points. What materials we produce depends on the campaign objectives, available budget, human resources, existing materials, and demand from target audiences and other stakeholders. The WHO logo should appear on all campaign products (see Box 3, page 20). DCO focal points http://intranet.who.int/homes/dco/contacts/

REMEMBER Take time in the early planning stages to scan what WHO – and partners – have done in the past on similar campaigns or on the health topic at the core of the campaign. Ask for campaign reports and talk to people who were involved to get a sense of what worked and what didn’t and how your campaign will contribute something new and useful.

Products < W H O C A M P A I G N H A N D B O O K

Flagship campaigns may include some or all of the following products: • • • • • • • • • • • • • • • •

theme announcement slogan and key messages toolkit for campaign engagement technical material fact sheets factfiles posters infographics videos public service announcements photos feature stories media advisory talking points news release video package.

REMEMBER Campaign products should follow the “seven Cs” for communicating effectively. Use these as a checklist when developing your campaign materials. Command attention Clarify the message Communicate a benefit Be Consistent (with all other materials) Cater to both the heart and the head Create trust Include a Call to action

W H O C A M P A I G N H A N D B O O K > Products

THEME The theme identifies the topic or issue of the campaign. The theme should not be confused with the slogan. At global level, the campaign theme should be announced on a single, dedicated page on the WHO website, well in advance of the campaign date. For World Health Day, aim for nine months in advance. For other campaigns, post as early as possible. This essentially signals the campaign “kick-off” and can be tied to a launch event. In addition to a concise summary of the campaign, the announcement should also include links to related information on the WHO website. World Immunization Week 2013 http://www.who.int/campaigns/immunization-week/2013/event

SLOGAN The slogan is a catchy or highly memorable phrase that hooks audience interest, and captures the spirit of the campaign. Many slogans are language-specific, and may not translate well literally. Regional offices are encouraged to share slogan ideas they are considering with headquarters and other regional offices, so that these can be factored into the planning and development of products across the Organization. Increasingly, slogans are incorporated into Twitter hashtags too.

KEY MESSAGES Top-line key messages are those three or four points that encapsulate the campaign. They should include a “call to action” backed up by supporting evidence. Headquarters, following consultation with regional offices and key partners, aims to finalize key messages at least three months in advance of all flagship campaigns. The messages are posted on the campaign website and translated into the six official languages of WHO.

Products < W H O C A M P A I G N H A N D B O O K

Key messages help focus and unify the way all WHO offices communicate the idea and objectives at the core of the campaign. A certain degree of consistency in messages used across the Organization, with adaptation at regional and country level as appropriate, usually works best. World Health Day 2014 http://www.who.int/campaigns/world-health-day/2014/key-messages

TOOLKIT FOR CAMPAIGN ENGAGEMENT Toolkits are not systematically produced by headquarters for all flagship campaigns but are a valuable addition to campaign packages. Increasingly, toolkits are made available online. Their purpose is to help people get involved in the campaign. DCO has produced several such toolkits, called Campaign essentials. They included information on the goal and objectives, theme and slogan, target audiences and key messages of the campaign. They served as a concise guide on what the campaign was about and a â&#x20AC;&#x153;how toâ&#x20AC;? guide for engagement. Toolkits should be available for public use three months in advance of the campaign date. Inclusion of graphic files for posters, banners and other promotional products can help engagement. Regional and country offices are encouraged to translate and adapt toolkits. It is useful for the headquarters team to be kept informed of translations in development or finalized.

W H O C A M P A I G N H A N D B O O K > Products

Campaign essentials, World Health Day 2013 http://www.who.int/campaigns/world-health-day/2013/campaign_essentials

Products < W H O C A M P A I G N H A N D B O O K

BOXâ&#x20AC;&#x2030;3.

THE WHO LOGO

Use of the WHO logo on an information product produced by WHO staff indicates that the product has been published by WHO, that it represents high technical and scientific standards, and that it is fully consistent with the Organizationâ&#x20AC;&#x2122;s policies and priorities. The WHO logo should appear on all products published by WHO, whether in hard or electronic copy. Appearance and positioning Only one WHO logo should appear on our information products. The appearance and positioning of the WHO logo should comply with the WHO visual identity guidelines. The logo should be clearly visible on information materials. The name of the Organization written in full should appear in conjunction with the emblem. The only exception to this is when space restrictions force the usage of the acronym (e.g. on the spine of a book). The logo can be used in blue, black or white. When the black or blue logo is used, it should be against a white or light coloured background. When the white logo is used, it should be against a black or dark coloured background. The recommended version, with different background tones, is shown below.

W H O C A M P A I G N H A N D B O O K > Products

Languages The logo is available in Arabic, Chinese, English, French, Russian and Spanish. The logo should be in the same language as the information product on which it appears. For all languages except Arabic the name of the Organization is placed on the right of the emblem.

Graphic files of the logo can be downloaded from http://intranet.who.int/homes/dco/logo/ Visual identity guidelines English http://intranet.who.int/homes/dco/documents/who-guidelines-en4[1].pdf French http://intranet.who.int/homes/dco/documents/who-guidelines-fr4[1].pdf

Products < W H O C A M P A I G N H A N D B O O K

TECHNICAL MATERIAL New technical materials issued during campaigns, such as policy briefs for national decision-makers, provide detailed information about the particular health topic, beyond what is possible in shorter materials such as fact sheets and brochures. Technical materials are also a good vehicle for highlighting what can be done by different audiences, such as ministries of health, nongovernmental organizations and health-care professionals, to encourage and focus action. Concise technical material with good data can also really help engage journalists in campaign issues. Global brief for World Health Day 2012 http://www.who.int/ageing/publications/whd2012_global_brief

W H O C A M P A I G N H A N D B O O K > Products

FACT SHEETS Fact sheets are WHOâ&#x20AC;&#x2122;s most popular information products. They provide general information about health topics of global concern. They generally follow a standard template that includes key facts, disease burden, methods of prevention and treatment, and WHO response. A new or updated fact sheet on the campaign topic should be available on the WHO website for all flagship campaigns. WHO fact sheets http://www.who.int/mediacentre/factsheets

FACTFILES Factfiles are web products that are presented in the form of a photo feature. They generally consist of approximately ten photos, with accompanying short texts. Measles factfile

Products < W H O C A M P A I G N H A N D B O O K

POSTERS At their best, posters encapsulate a campaign and stimulate wide engagement, while also promoting WHOâ&#x20AC;&#x2122;s work and public health priorities. Poster graphics can provide a common visual thread linking products and activities across the world. Staff responsible for poster design should keep in mind the overall campaign concept and target audiences throughout the development process. As with other core campaign products, the more posters and visuals resemble each other across offices, the more coherent and global the campaign looks. Headquarters consults with communications colleagues in regional offices on initial poster concepts in order to ensure that regional needs are taken into account in the development and design process.

INFOGRAPHICS Use of infographics has exploded in recent years as a visual way of presenting complex information quickly and clearly. Done well, infographics can give a campaign a noticeable boost, as they are easily shareable through online and social media channels.

W H O C A M P A I G N H A N D B O O K > Products

PDF of English version of infographic http://www.who.int/campaigns/world-health-day/2014/infographic

Products < W H O C A M P A I G N H A N D B O O K

VIDEOS Similar to posters, professionally-produced videos with a strong concept can be a central campaign element to stimulate engagement very quickly. Videos can be embedded on campaign websites, linked from social media channels, broadcast on network television and played at campaign events. Distribution channels should be decided at the conceptualization stage, and preferably, broadcast space secured. Whenever possible, time the release of a campaign video sufficiently in advance of campaign day and promote it aggressively to allow online traffic to build. If the target channel is broadcast television, check with broadcasters on required length. Public service announcements Public service announcements (PSAs) are short videos (generally 30 seconds exactly), produced for a wide audience and broadcast by television channels. A well-conceived concept is more important than flashy production. The storyline and messages should be simple and clear. With fierce competition for television time, an original and innovative hook is key. Check the specifications of the broadcaster/s that you are targeting beforehand. The format for television broadcast is full HD format: 1920 x 1080 pixels. All source material should be created in this format to ensure coherent technical quality. Check whether broadcasters require NTSC or PAL format and the required compression for the video master file. Some broadcasters charge a fee; others don’t. If fees are requested, check whether there are reduced rates for public health content. PSAs can also be posted on websites and shared through social media. Healthy ageing: adding life to years https://www.youtube.com/watch?v=LL-TJjCJPaI&list=PL1F160112BFDBC1D5

W H O C A M P A I G N H A N D B O O K > Products

PHOTOS Good use of photos in campaign materials can bring a campaign to life and help create audience engagement. Always use high-quality photos that are relevant to the campaign and the text they are meant to illustrate. Often a strong photo and a well-written caption are worth more than several paragraphs of text. Tare care when selecting photos to ensure that the photo can be clearly seen at the size at which it will be used.

REMEMBER Obtaining written consent for photo and video material WHO should have permission from the photographer/copyright holder for all photos used on information products and on online platforms. The source should be appropriately credited. Photographic or video material that depicts identifiable individuals, alone or in a group, as a main focus, should normally only be disseminated by WHO if consent (preferably written) has been obtained from the individual(s) portrayed or their parent(s) or guardian(s). This requirement applies both to material with WHO copyright and to photographic and video material owned by others but used, with permission, by WHO (see Annex 1 for the standard WHO consent form).

The WHO Photo Library is a good source of photos for use in WHO campaign material. It includes photos that can be used by all WHO staff on a wide variety of topics. When on mission, you are encouraged to take quality photos that can be used in print and online materials to illustrate public health issues and WHOâ&#x20AC;&#x2122;s work. Send good photos to photolibrary@who.int for possible inclusion in the Photo Library. The photographerâ&#x20AC;&#x2122;s name, location of photo taken, date taken and brief

Products < W H O C A M P A I G N H A N D B O O K

description of image should be provided, together with signed consent forms when appropriate. For specific needs, it may be necessary to engage a professional photographer. At headquarters, contact the DCO audio-visual team (at email photolibrary@ who.int) for support with photography. WHO Photo Library http://intranet.who.int/tools/photolibrary BOXâ&#x20AC;&#x2030;4.

CREDITING SOURCES AND SUPPLIERS

For photos posted on the WHO website, the name of the photographer is acknowledged immediately under the bottom right-hand corner of the photo in the format: Organization/name of photographer (with first initial and surname of the photographer). In reports and other publications, photographers, graphic design and printing companies are generally credited in a dedicated acknowledgements section. Campaign posters should not include the names of photographers or graphic designers.

FEATURE STORIES Feature stories include human-interest stories and testimonials from real people and are a way of highlighting how WHO works in countries with national authorities and partners in support of specific health goals. Look for opportunities to gather material for feature stories, for example while on duty travel. If you plan to feature individuals, make sure that you have their consent.

MEDIA ADVISORY A media advisory is sent to journalists to inform them of new information/events that we would like them to report on. It should include information on: what, when, where, who and why. Media advisories are generally sent to journalists several days in advance of an event (see Annex 2 for an example of a media advisory).

W H O C A M P A I G N H A N D B O O K > Products

TALKING POINTS The purpose of talking points is to provide a common set of messages that can be used by staff across the Organization to ensure consistency in media products and interviews. DCO prepares talking points for all flagship campaigns. Regional and country offices can build on and adapt these talking points to produce messages that are relevant to their own contexts.

NEWS RELEASES News releases or other media products may be produced by headquarters or regional or country offices. Keep headlines short and compelling, focusing on what is new. Include the most important information at the beginning of the release. Quote relevant experts. Advice can be sought from headquarters on media products being planned at regional or country level. Release dates and times of media products for campaigns should, as much as possible, be coordinated across the Organization.

VIDEO PACKAGE A video package with material relevant to the campaign can be provided to broadcasters for insertion in news reports. These packages generally consist of video soundbites, cutaway shots and B-roll. Content intended for TV broadcast should be in full HD format: 1920 x 1080 pixels. BOXâ&#x20AC;&#x2030;5.

TRANSLATION

Decide what you want to translate early on. Build in plenty of time for clearance and translation so that all translated versions can be released simultaneously, or at least within a short time of the original. At headquarters, the translation unit (LNG) is responsible for translations. Liaise with LNG early to find out how much time will be required for translation, and what it will cost. Materials sent for translation should be final.

Products < W H O C A M P A I G N H A N D B O O K

W H O C A M P A I G N H A N D B O O K > Engaging with external entities

ENGAGING WITH EXTERNAL ENTITIES WHO works with a diverse range of external entities: governments, intergovernmental and other UN organizations, and non-State actors (which include nongovernmental organizations, private sector entities, philanthropic foundations and academic institutions). Strong engagement of external entities is a key success factor of global health campaigns. Engagement early in the campaign planning process increases the likelihood of buy-in and coordinated action. Collaboration with external entitles on our public health campaigns is governed by the same principles as collaboration with external entities on any other matter. In short, collaborations should: • demonstrate a clear benefit to public health; • support and enhance the scientific and evidence-based approach that underpins WHO’s work; • be actively managed so as to reduce and mitigate any form of risk to WHO (including conflicts of interest); and • be conducted on the basis of transparency, openness, inclusiveness, accountability, integrity and mutual respect. When considering engagement with external entities, always keep in mind the potential benefits to WHO as well as what the other entities stand to gain. Establish clear terms for engagement at the outset where possible. A framework for engagement with non-State actors is being reviewed by WHO’s governing bodies. When approved, it will be applicable to the involvement of non-State actors in global health campaigns, as well as to all other areas of our work.

Engaging with external entities < W H O C A M P A I G N H A N D B O O K

MEMBER STATES National governments are key partners at country level, most often through the ministry of health. Government participation can be an important means of securing support from other external entities and reaching a wider national audience than would be possible by WHO alone. For some campaigns, correspondence may be sent directly from WHO headquarters to ministry officials, with a copy to regional and country focal points. Generally, however, responsibility for liaising with national governments on campaigns rests with the heads of WHO country offices, taking into account guidance provided by headquarters and/or regional colleagues and adapted for the national context.

NON-STATE ACTORS Non-state actors include nongovernmental organizations, private sector entities, philanthropic foundations and academic institutions. Nongovernmental organizations include grass roots community organizations, civil society groups and networks, grass roots organizations, professional groups, disease-specific groups and patient groups. Private sector entities are commercial enterprises. Philanthropic foundations are non-profit entities whose assets are provided by donors and whose income is spent on socially useful causes. Academic institutions are engaged in the pursuit and dissemination of knowledge through research, education and training. Think carefully about how non-profit entities can help achieve campaign objectives. The networks and resources (human, financial and logistical) of such organizations can help us reach beyond our traditional audiences, and to advocate for changes that are required to address public health issues. They can spur engagement and action through newsletters, community activities, social media channels and grass roots awareness-raising events. Collaboration with the private sector is bound by strict regulations. Consult with the Department of Policy and Strategic Directions (PSD) â&#x20AC;&#x201D; through nonstateactors@who.int â&#x20AC;&#x201D; on any collaboration that you are considering with private sector entities. PSD will consult with the Office of the Legal Counsel (LEG) if necessary. Determining which organizations to target and how to engage them early in the planning process is the best means of securing effective collaboration. A good starting point is to consider nongovernmental organizations in official relations with WHO.

W H O C A M P A I G N H A N D B O O K > Engaging with external entities

Information on the Framework of engagement with non-State actors and nongovernmental organizations in official relations with WHO http://www.who.int/about/who_reform/non-state-actors

GOODWILL AMBASSADORS Celebrities and high-profile individuals can add value to public health campaigns when speaking on behalf of WHO as Goodwill Ambassadors. Detailed research should be done on individuals concerned, however, before entering into any agreements. Consider previous support that the individual under consideration has provided to related causes. Ask PSD to provide a due diligence check, clearly indicating the purpose for which you are considering engaging the individual. Consider carefully the time and effort that will be required to manage the relationship. Responsibility for approving the engagement of a Goodwill Ambassador rests with the Director-General or regional director concerned, upon advice from PSD, LEG and DCO. When Goodwill Ambassadors are engaged, the WHO staff member managing the relationship is responsible for ensuring that the individual uses clear, consistent and approved messages. A simple way for celebrities and high-profile individuals to show support for a campaign, without entering into an agreement with WHO, is through their social media channels (see section on social media).

REMEMBER Individuals holding or running for political office shall not be designated as Goodwill Ambassadors or Messengers of Peace, to avoid the appearance of vested political interest or the perception of external influence in the selection process. The designation of immediate family members of individuals holding or running for political office, as well as members of Royal Households, is discouraged.

Engaging with external entities < W H O C A M P A I G N H A N D B O O K

W H O C A M P A I G N H A N D B O O K > Events

EVENTS Events for public health campaigns can help increase engagement on a specific public health issue. Examples of events are community walks, sports days, concerts, panel discussions, photo and art competitions, training workshops and public debates. For each event, identify clear objectives, target audience/s, available staff and financial resources, as well as which partners should be involved and how best they can provide support. Think about possible event locations, what materials will be needed and in what languages, and media outreach. Event planning and coordination takes a lot of time and effort. The decision to hold an event should be based on a thorough consideration of the added value of such an event to the campaign and the opportunity costs. Events fall into four broad categories, which may overlap: • public events targeting the general public • technical events for and involving mainly technical experts • advocacy events for Member States, public health partners and civil society • internal events for WHO staff.

Events < W H O C A M P A I G N H A N D B O O K

The 3D exhibit used at Heathrow airport for our 2014 World Health Day campaign was reproduced for use at WHO headquarters to engage staff.

W H O C A M P A I G N H A N D B O O K > Events

Online events should be considered as a possible alternative to in-person events given their lower cost and potentially wider reach. Reliable technology is essential for a successful event, however. Rigorous testing of equipment prior to the event is vital.

CASE STUDY World No Tobacco Day 2014 The headquarters campaign team organized an online event for the World No Tobacco Day campaign, on raising taxes on tobacco. Using Webex technology, the event offered a platform for speakers from Australia, India and the Philippines, to talk about their involvement in advocating for additional taxes on tobacco.

Events < W H O C A M P A I G N H A N D B O O K

W H O C A M P A I G N H A N D B O O K > Reaching our audiences

REACHING OUR AUDIENCES Dedicate time in the early planning stages of the campaign to determine which channels will be most effective for reaching target audiences. Generally, use of multiple channels increases the chances of reaching your audiences with key messages. Remember to factor in the channels most used and preferred by target audiences, the resources (both human and financial) required, the political environment, and past experience. Examples of effective outreach channels include: • • • • • •

the WHO website news media (print and broadcast) social media platforms SMS email face-to-face meetings.

THE WHO WEBSITE The WHO website is one of our key channels for communicating about the work of the Organization (the site receives on average 300 000 visits per day1). Aim to post core material for flagship campaigns, such as fact sheets, posters and any new technical material, on the website in English three months in advance of the campaign day. This gives people interested in getting involved time to use and adapt the materials for their own products and events. It also allows time for translation into other languages. Headquarters publishes the site in the other five official languages in the lead-up to the campaign. The global campaign website should include links to regional campaign sites when available. Cross-linking of WHO sites is encouraged as it can increase traffic to WHO campaign pages overall. Ensure that all material on the WHO website relating to the topic of the campaign is up-to-date and consistent in the lead-up to the campaign. 1. As at October 2014.

Reaching our audiences < W H O C A M P A I G N H A N D B O O K

REMEMBER Use web analytics to find out what materials are most popular and how the volume of traffic compares with previous campaigns. Results can be used to guide the content and structure of campaign websites in subsequent years.

NEWS MEDIA Engaging news media — whether print, online, radio and/or television — early on with well-conceived pitches can help us reach large, targeted audiences if done well. News media have a huge influence globally and locally on what the general public and political leaders deem important. To maximize chances of good media coverage: • take time to find out what the media want in a story (this may be different for different news outlets) • determine which news agencies serve the audiences that you are targeting • provide all information in a clear, accurate and timely manner • offer good spokespersons, technical experts and/or high-profile speakers • provide photo opportunities and/or high resolution photos for download • use a broad range of media channels to reach different target groups. The traditional way of highlighting an event to the press is through a press release and a press conference. Think about advance pitching by email or phone to help frame how the news is reported. Proactive media outreach should be handled by a communications officer. BOX 6.

TIPS FOR PITCHING

• Do your research. Find out which journalists have shown an interest in your issue in the past. • Get to the point quickly and stay focused. • Be professional and friendly. Even if the journalist is not interested this time, he/she might be next time.

W H O C A M P A I G N H A N D B O O K > Reaching our audiences

REMEMBER What producers and reporters want: • the latest, accurate statistics • fresh perspectives on an issue • unexpected or surprising facts or trends • issues that stimulate dabate • stories that generate increased viewership or readership.

Finding an angle It is important to illustrate how global issues highlighted in our public health campaigns impact local communities and families everywhere. Human-interest stories and testimonials from real people appeal to the media and the public. Embargoes An embargo fixes the time at which new information/material from WHO can be released into the public domain. Generally we only place embargos on new material that includes unpublished data, is felt to be particularly newsworthy, and/or is of a length that may require several days to review in detail.

Reaching our audiences < W H O C A M P A I G N H A N D B O O K

Media spokespersons WHO staff can, and are encouraged to, speak with reporters and on radio and telephone programmes. Good preparation with communications staff (and peers if feasible) before interviews – particularly live interviews – is essential, even for the most experienced spokespersons. As a general rule, talking points should be developed with communications focal points prior to the interview. When feasible, communications staff should listen to interviews recorded by WHO technical staff and provide feedback. Communications staff should look out for copies of any articles resulting from an interview with a WHO staff member. In the event of factual errors in a media story, the communications focal point should alert the journalist. It is the joint responsibility of both interviewees and communications officers to alert their supervisors and DCO of any real or potential risks to WHO’s reputation.

For more information on preparing for interviews and press conferences, see Annex 3.

W H O C A M P A I G N H A N D B O O K > Reaching our audiences

REMEMBER Pre-recorded audio podcasts from individuals (either WHO staff or people working outside of WHO, e.g. from ministries of health or other partner organizations), particularly people who are known or respected by radio audiences, can be an effective way of reaching large audiences. This is particularly true in areas with no or limited television coverage. As with all communications, framing messages in a way that is relevant to target audiences will lead to better results.

SOCIAL MEDIA Social media platforms â&#x20AC;&#x201C; such as Facebook, Twitter, YouTube, Instagram and Google+ â&#x20AC;&#x201C; can help engage wide audiences, including grass roots communities, in both online discussions and offline activities for public health campaigns. Rapid dissemination of campaign material through these platforms makes them valuable in terms of reaching audiences quickly. WHO communicates on social media to provide timely information relevant to the general public, communicate health risks, and build relationships based on trust so that people make safe and healthy choices. WHO headquarters maintains a single account on select social media platforms on behalf of the entire headquarters office. Some regional and country offices also have official social media accounts. Community managers of WHO social media accounts should, at a minimum, have undergone WHO social media training. They must also understand the Organization and have the authority to represent it. All plans for campaigns should be in accordance with WHO social media policy. Staff members can promote the campaign through their personal social media accounts, but should take care to ensure that posts are in line with key messages, link to materials produced for the campaign and be in accordance with WHO social media policy.

Reaching our audiences < W H O C A M P A I G N H A N D B O O K

Planning for social media should be an integral part of campaign planning. Begin discussions with your social media focal point at least six weeks in advance of the campaign day to allow time for research, inclusion in the editorial calendar, sharing of plans with partners and preparing of posts and tweets. Social media teams at headquarters and other offices should share social media plans with one another to ensure a coordinated approach across the Organization. As far as possible, posts should link to materials on the WHO website or other WHO social media platforms (cross-promotion). Fact sheets, photo stories, feature stories, speeches by the Director-General, questions and answers, factfiles, infographics, videos and posters are all popular on our social media channels. Materials should be prioritized. Too many posts can be counterproductive. BOXâ&#x20AC;&#x2030;7.

TOP TIPS FOR EFFECTIVE SOCIAL MEDIA

1. Do your research Find out whether there are influential individuals/groups talking about your issue on social media. What are they saying? What hashtags are they using? Keep this in mind as you develop your social media plan. It may be worth contacting them (further research will likely be needed to find ways of contacting them) to encourage them to tweet about the campaign. 2. Build networks Inform core partners of your social media plans. Encourage them to post on their own channels about the campaign. 3. Plan your posts Work with the social media team on a plan for posting. What materials will be posted and when? Finalize materials early, allowing time for preparation of posts and tweets and sharing with partners (the day of the campaign is not your deadline!). 4. Ensure that a technical expert is available Make sure that a technical expert on the campaign subject is available to the social media team (by telephone and email) to help answer questions from the general public on the day of posts or tweets. Social media is a forum for two-way communication. Followers with questions expect answers!

W H O C A M P A I G N H A N D B O O K > Reaching our audiences

For topics of interest to our social media audience, a question and answer session on Twitter or Facebook can be considered. WHO social media policies: http://intranet.who.int/homes/new/policies Platform

Format

Address

Facebook

Words, images, video

https://www.facebook.com/WHO

Google+

Words, images, video

https://plus.google.com/+who

Instagram

Photos

@worldhealthorganization, https://instagram.com/worldhealthorganization

Storify

Words, images, video

https://storify.com/who

Twitter

Words, images

@WHO, https://twitter.com/who

YouTube

video

https://www.youtube.com/user/who

Reaching our audiences < W H O C A M P A I G N H A N D B O O K

SMS Short Messaging Service (or SMS) is a text messaging service component of phone, web or mobile communication systems. The International Telecommunication Union (ITU) estimates that there are nearly 7 billion mobile phone subscriptions around the world.2 SMS is convenient and cost-effective. Messages generated by SMS are delivered immediately and directly to mobile phones. The potential of SMS messaging to reach new audiences is significant.

CASE STUDY WHO headquarters piloted the use of SMS messaging for World Immunization Week 2014. All WHO country offices were invited to participate. As a result of the initiative, SMS messages about vaccination were sent out during (or shortly after) World Immunization Week in four countries, Cameroon, Mauritania, Sudan and Tajikistan. The total estimated number of mobile phone subscribers reached was 9 million. The initiative provided a valuable snapshot of the factors that determine whether regional and country offices participate in an SMS campaign, as well as the factors that determine the success of such a campaign. A general recommendation from this pilot is that future initiatives of this type should begin with research, with Heads of Country Offices, ITU and groups at WHO involved in mHealth projects, to determine feasibility, desirability and the role of the various groups and organizations. It seemed clear that, given national differences regarding the public perception of use of SMS for public health campaigns, further initiatives should be on an “opt-in” voluntary basis, rather than obligatory in application.

2. Source of data: http://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2014-e.pdf

W H O C A M P A I G N H A N D B O O K > Reaching our audiences

EMAIL Another means of reaching target audiences quickly and at minimal cost is through email. The creation of email lists of individuals and organizations interested in particular issues, together with a plan for emailing core information about the campaign at appropriate intervals, can help build momentum in the months leading up to the campaign day. Listserves can also be an easy, cost-effective way to manage and regularly inform a growing list of interested parties.

FACE-TO-FACE MEETINGS Some elements of planning for campaigns can be more effective when conducted face-to-face. This is important to remember at all stages of campaign planning. Meetings with colleagues from other offices or representatives from partner organizations are opportunities to share information and ideas related to campaigns. Likewise, training sessions can be a useful forum for sharing best practices and identifying priorities.

Reaching our audiences < W H O C A M P A I G N H A N D B O O K

W H O C A M P A I G N H A N D B O O K > Guidelines and standards

GUIDELINES AND STANDARDS WHO STYLE The WHO editorial house style ensures consistency and contributes to a corporate image across the Organization. All WHO-published information, produced in both hard copy and online, should comply with WHO house style, which includes names of Member States and conventions for spelling, reference lists and bibliographies, as specified in the second edition of the WHO style guide. Web content should also comply with the editorial style conventions for WHO websites. WHO style guide 2nd edition http://intranet.who.int/homes/whp/publishingwho/contentdevelopment/ whostyleguide.shtml Web style guides in six languages http://intranet.who.int/homes/olc/content/webstyleguide.shtml

FACTS, FIGURES, MAPS AND MORE Information products and other materials from WHO headquarters that include WHO global, regional or country statistics need to be cleared by the Health Systems and Innovation (HIS) cluster (see Information Note 9/2011) before publication. Requests for clearance should be sent to Director, Health Statistics and Informatics (boermat@who.int) or Coordinator, Mortality and Burden of Disease (mathersc@who.int). Advance notice of clearance requirements to the aforementioned staff can speed up the clearance process. In the case of information products, the final edited manuscript should also be cleared using the ePub application.

Guidelines and standards < W H O C A M P A I G N H A N D B O O K

If an information product or other material from a regional or country office includes WHO global, regional or country statistics, it should be cleared according to the procedures in place in the respective office. Map templates and standard operating procedures for their production are available on the intranet. Maps that are produced using these templates and that strictly follow the standard operating procedures for WHO maps do not need to be cleared. When deviations are made, the approval of LEG is required; requests for clearance should be sent to granzierae@who.int. WHO eManual VIII.1.4 Clearance procedures for information products: http://emanual.who.int/p08/s01/Pages/ VIII14Clearanceproceduresforinformationproducts.aspx Information note 9/2011 â&#x20AC;&#x153;Clearance for publication of WHO global, regional and country estimatesâ&#x20AC;?: http://intranet.who.int/admin/infonotes/2011en.shtml Map templates and standard operation procedures for their use: http://intranet.who.int/sites/ghogis/standards/maptemplates/index.shtml

Extract from an infographic produced for World Hepatitis Day 2014

W H O C A M P A I G N H A N D B O O K > Guidelines and standards

Guidelines and standards < W H O C A M P A I G N H A N D B O O K

W H O C A M P A I G N H A N D B O O K > Post-campaign report

POST-CAMPAIGN REPORT In order to determine the extent of achievement of campaign objectives, and to identify best practices and areas for improvement for future campaigns, a report should be prepared following all flagship campaigns. Input should be requested from the relevant technical department/s and regional colleagues. Close collaborating partners can also be requested to provide input. A report normally includes: • • • •

an executive summary recommendations a list of core products summaries of online, media and social media work, outreach and dissemination • events • budget • web statistics. Reports should be shared with management, focal points in the technical department(s), DCO staff, and regional office communications contacts.

Post-campaign report < W H O C A M P A I G N H A N D B O O K

ANNEX 1: CONSENT FORM Consent to use: name / personal story / image

Background: The World Health Organization (WHO) is the United Nations specialized agency for health. 194 countries are members of WHO, and together they work to improve the health of people around the world. The Organization develops the health standards and guidelines that help governments, hospitals and doctors everywhere. When there are new diseases or health problems, WHO can rally resources and experts to help address them. The overall goal of WHO is for every person in the world to be as healthy as they can be. WHO produces communications and information materials that are used to explain and promote public health. Consent: I agree to have my name, personal story and image (photo and/or video) published by WHO for the reasons mentioned above and as explained to me. I understand that WHO might use my name, story and image in electronic or print form such as on the Internet and in videos, or in printed materials like books, reports, posters and leaflets. These materials may be seen or read by people in my community or anywhere else in the world. WHO will own the image but will not use it to make money. I also understand that WHO will not pay me for my story, my image or their use. STRIKE OUT THE WORD(S) “NAME” OR “IMAGE” IN THE TEXT ABOVE IF CONSENT IS NOT GIVEN FOR THEIR USE.

W H O C A M P A I G N H A N D B O O K > Annex 1: Consent form

FOR PERSONS 18 YEARS OLD OR OLDER I am the subject and I have read and understood this document. SIGNATURE: ………………………………………………….. NAME OF PERSON: ………………………………………… DATE: ……………LOCATION: ………………. CONTACT INFO: …………………………………………

FOR PERSONS UNDER 18 YEARS OLD I am the parent or guardian of this child. I have read and understood this document. SIGNATURE: ………………………………………… NAME OF PERSON SIGNING ON BEHALF OF SUBJECT: ………………………………………… NAME OF SUBJECT: ………………………………………… DATE: ……………LOCATION: ………………. CONTACT INFO: …………………………………………

FOR PERSONS WHO CANNOT READ OR WRITE I have read this document to the person whose image is being taken. The person says they understand this document. SIGNATURE: ………………………………………… NAME OF PERSON SIGNING ON BEHALF OF SUBJECT: ………………………………………… NAME OF SUBJECT: ………………………………………… DATE: ……………LOCATION: ………………. CONTACT INFO: …………………………………………

Annex 1: Consent form < W H O C A M P A I G N H A N D B O O K

ANNEX 2: EXAMPLE OF A MEDIA ADVISORY Media advisory: Invitation to a WHO virtual press conference on World Health Day 2014

What A virtual press conference on World Health Day 2014: Preventing vector-borne diseases – “Small bite, big threat”. More than half the world’s population is at risk from diseases such as malaria, dengue, leishmaniasis, Lyme disease, schistosomiasis, and yellow fever, carried by mosquitoes, flies, ticks, water snails and other vectors. Every year, more than one billion people are infected and more than one million die from vector‑borne diseases. This World Health Day – 7 April – WHO is highlighting the serious and increasing threat of vector-borne diseases, with the slogan “Small bite, big threat”. For further information about the topic: A global brief on vector-borne diseases http://www.who.int/campaigns/world-health-day/2014/global-brief For further information about the campaign http://www.who.int/campaigns/world-health-day/2014 For information in Arabic, Chinese, French, Russian and Spanish, click on language tabs at top right of http://www.who.int/campaigns/world-health-day/2014

W H O C A M P A I G N H A N D B O O K > Annex 2: Example of a media advisory

When Thursday 3 April 2014 at 10:00 CEST. Where Salle de Press III, Palais des Nations, Geneva. Speakers Dr Margaret Chan, WHO Director-General. WHO media contacts Name and title: Email address: Telephone contacts:

Annex 2: Example of a media advisory < W H O C A M P A I G N H A N D B O O K

ANNEX 3: MEDIA INTERVIEWS AND PRESS CONFERENCES CHOOSE SPOKESPEOPLE For a successful media campaign, choose people who can speak credibly and knowledgeably about the topic. When identifying spokespeople, consider the following: • Will they feel at ease/can they be trained to feel at ease when speaking at a press conference and/or in media interviews? • Do they speak the language/s in which interviews are likely to be conducted? • Are they available to attend training sessions in the run-up to campaign day and to take interviews before, during and after campaign day?

SPOKESPERSON PREPARATION Spokesperson training should ideally commence at least two weeks prior to the campaign day itself. A communications officer should lead spokesperson preparation sessions. Before the session, prepare a first draft of talking points. Point form is best. Key messages should be at the top. Use the first part of the session to refine the talking points. If time allows, use the rest of the session for interview practice. You may need at least one additional session to ensure that spokespeople are familiar with the material and confident about talking in a press conference and responding to questions from journalists.

W H O C A M P A I G N H A N D B O O K > Annex 3: Media interviews and press conferences

Suggested format for interview practice: • The spokesperson practises making a statement to open a press conference. • Communication officers leading the training act as journalists. They begin by asking the spokesperson questions related to the theme of the campaign day itself, to allow for repetition of the key messages and build confidence. They gradually introduce more challenging questions. Think how to bridge back to key messages when faced with difficult questions. • Communication officers — and others present — give verbal feedback to the spokesperson. Consider whether the key messages were delivered, if questions were answered, whether the interviewee appeared in control, not overly defensive and so on. Acknowledge what was done well and give constructive feedback on what could be improved. Following up with written feedback is good practice, identifying areas to concentrate on in further preparation. Film the spokesperson delivering open remarks or responding to questions during practice sessions. This allows them to critically review their performance and is good training for television interviews. A broadcast quality camera is not necessary; a smartphone or tablet will suffice.

THE PRESS CONFERENCE A press conference or press briefing may be held to mark the official campaign day, either on the day itself or in advance. The aim of the press conference is to introduce the specific theme of the day and WHO’s key messages. Sufficient time should be allowed for questions and answers. A WHO communications officer should accompany the expert designated as the spokesperson to the conference, in order to direct questions from the journalists and deal with any challenging situations, should they arise. The spokesperson should begin the conference with brief remarks about the campaign. The press release and supporting materials, in appropriate languages, should be available to the journalists in attendance as they help guide their questions and facilitate accurate reporting.

Annex 3: Media interviews and press conferences < W H O C A M P A I G N H A N D B O O K

REMEMBER There is no such thing as “off the record”. If journalists try to engage spokespersons in informal chats before or after the official conference, stick to the talking points. Only refer to data which has already been published by WHO. Do not show or hand out any documents which are not available in the public domain, unless they are under embargo and clearly marked as such. Mobile phones should be switched off throughout the press conference.

MEDIA INTERVIEWS Setting up Media requests for interviews should be handled by a communications officer. He or she should reply to the journalist to notify them that their request is being dealt with and ask whether there is a specific area the journalist wishes to focus on (for example, if they require data on a specific region). Meanwhile the communications officer should check with the spokesperson whether they wish to give the interview and at what times they are available. Once this has been established, the communications officer should put the spokesperson in direct contact with the journalist. The interview Giving an interview to the media is an opportunity to disseminate key WHO messages related to the campaign. While questions, wherever possible, should be answered directly, if the journalist asks a question which the spokesperson is uncomfortable answering he/she should try to come back to the key messages. “What I can say is…” or “It’s important to remember that…” are examples of phrases that can be used to “bridge back” to key messages. After the interview, ask when the piece will be published/broadcast so that it can be monitored.

W H O C A M P A I G N H A N D B O O K > Annex 3: Media interviews and press conferences

Tips for television interviews A communications officer should, if at all possible, be present for TV interviews to check the framing of the shot and the way that the spokesperson is being represented. • Spokespersons should avoid heavily patterned clothing for an on-screen interview. • Unless otherwise instructed, the spokesperson should look directly at the interviewee and not at the camera during the interview. • Not all TV interviews are conducted on site. A journalist may request a “down the line” interview, often using Skype. Spokespersons should have a Skype account that they can use with ease, with a solid internet connection and a web-cam. Tips for Skype interviews Spokespeople should still avoid heavily patterned clothing. • Look directly at the web-cam. • Find a quiet place to conduct the interview and sign in at least ten minutes before your slot to test the connection. If you cannot hear well, consider using “ear bud” headphones. This is common practice with Skype TV interviews, and may help to better understand an important question. • Think about the background. An office space works well. A campaign poster in shot can help communicate a message. Ensure that there is nothing in shot that could undermine the credibility of the Organization. If you are based at headquarters, you may wish to reserve the audiovisual studio, which has an official WHO backdrop available. To arrange use of the studio, contact tvstudio@who.int.

Annex 3: Media interviews and press conferences < W H O C A M P A I G N H A N D B O O K

NOTES

W H O C A M P A I G N H A N D B O O K > Notes

Notes < W H O C A M P A I G N H A N D B O O K