"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.” UN Secretary-General, António Guterres
We are living in unprecedented times.
The World Health Organization (WHO) is leading and coordinating the global health response to COVID-19, helping ensure all countries are ready to prevent, detect, and respond to the pandemic. To be effective, we need people everywhere to adopt public health precautions, act in solidarity and prevent the spread of misinformation.
With COVID-19 spreading to every corner of the world, we also need to preemptively communicate with those communities who can still avoid or minimize an outbreak.
We need your help.
You have the power to change the world. We need help translating 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.
For the first time, the UN is launching an Open Brief to creatives everywhere to help spread public health messages in ways which will be effective, accessible and shareable. Together we can flatten the curve.
This isn’t a single campaign. We are looking for a multitude of creative solutions to reach audiences across different cultures, age groups, affiliations, geographies and languages. We are asking you to extend your imagination, raise your ambition and lend your support and ingenuity.
By reaching out to creatives around the world, we hope to inspire creators, influencers, talent, networks, media owners + who can take these key messages and bring their own magic to them - a creative twist, a cultural quirk, an interpretation which helps amplify them to audiences we are not yet reaching.
Working with media partners, and clients with media inventory, across social, digital, streaming, broadcast, print and radio we will amplify the best of the creative community.
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
5.Myth busting
6.Do more, donate
The way we all communicate and how we do so, is as important as what we communicate.
In the brief below, you will find resources to help create campaigns and content including key messages, existing assets, and inspiration fodder. We hope this serves as a tinder box of inspiration for adapted, localised creative in and for your community.
