With Covid-19 spreading to every corner of the world, there is a dire need to pre-emptively communicate with those communities who can still avoid or minimise an outbreak.
For the first time, the UN is launching an open brief to creatives everywhere to help spread public health messages and flatten the curve of the Covid-19 spread in ways that will be effective, accessible and shareable.
The intergovernmental organisation is looking for a multitude of creative solutions to reach audiences across different cultures, age groups, affiliations, geographies and languages.
By reaching out to creatives around the world, the motive is to inspire creators, influencers, talent, networks, media owners and those who can take these key messages and bring their own magic to them — a creative twist, a cultural quirk, an interpretation that helps amplify them to the audiences the UN is not yet reaching. Working with media partners, and clients with media inventory, across social, digital, streaming, broadcast, print and radio, the organisation will amplify the best of the creative community.
The UN is asking agencies across the globe to extend their imaginations, raise ambition and lend support and ingenuity.
"We are in an unprecedented situation and the normal rules no longer apply. We cannot resort to the usual tools in such unusual times. The creativity of the response must match the unique nature of the crisis — and the magnitude of the response must match its scale,” said António Guterres, UN Secretary-General.
Creativity holds the power to change the world and now the need is to help translate critical public health messages, not just into different languages but into different cultures, communities and platforms — reaching everyone, everywhere.
“We need to meet people where they are, with a stream of fresh, innovative content which drives home the personal behaviours and societal support needed today. We are equipping you with WHO-provided knowledge and messages to spread,” Guterres said.
The UN has identified six key areas of public activation most essential right now. Together these make up six “mini-briefs” or episodes:
1. Personal hygiene
2. Social distancing
3. Know the symptoms
4. Kindness contagion
6. Do more, donate
For this first phase, the organisation is prioritising the following languages:
Through partnerships, the UN will have the opportunity to place content across platforms including ● Social Media ● Digital Publishers ● Streaming platforms ● Broadcast● Radio.
Please find info of six mini-briefs here: https://docs.google.com/presentation/d/1uR9gq1nC_ZYlGHkyaU7bRivTJ0gmtaxqZ5_4BvzcGnM/mobilepresent?fbclid=IwAR2nus1NUueABW8y3AWcocw9ybean7ovfG_NK26f0qbERQ9zhJRvAo4QHmo&slide=id.p