Post on 25-Dec-2015
UNICEF
Prehistory• 2000 – no information campaigns• 2000 – request from Ministry of Health• 2000, October – development of video PSA aimed to promote benefits of iodized salt
But: the campaign failed,
development was ‘frozen’
Reasons: negative deterrent ‘mood’ of messages, list of illnesses, consequences, dreary ‘picture’• 2000, October – 2001 February, - development of new conception for Informational Campaign
UNICEF
What’s new? for Belarus principally new approach for social advertising: ‘Positive’, non-scary messages Energetic active pace of PSA Impact for action (instead of prohibition) Nice-looking picture with easy to remember music
What’s special? close partnership with MoH close partnership with specialistsdeep commitment and involvement in the issue of executors excellent team
UNICEF
Full cycle campaign includes: cartoon PSA radio jingles print materials:
leaflets A4 leaflets A6 postcards with dissemination wobblers for trading net standers for trading net
Support in print media (interview with specialists, advertising articles, etc.)
theater performances
UNICEF
Constrains Weak national support to the campaign Limited coverage in national mass media Difficulties with PSA placement on air on national TV channels Poor speaking abilities of specialists – cannot provide information to audience in ‘easy-to-digest’ pattern Limited budget
UNICEF
Challenges target audiences – ALL lots of messages in one 30-second PSA to alter boring medical information gender balance – address not only for housewives but all people: parents and children in general wide broadcast WE NEVER PAY FOR BRAODCASTING make our PSA competetive in comparison with commercials
UNICEF
IDD campaign: Slogans:
Iodized salt – one pinch is enough (video)One pinch of iodized salt – your step to good
health(prints)
Timeframe: July 2001- September 2003 – active periodOctober 2003 – present – reminder period
Aim: to inform public about benefits of iodized saltConcomitant aim: breaking stereotypes
UNICEF
New IDD Campaigns 2004-2005(under development)
Target audiences:
1st campaign - Teenagers
2nd campaign – Families
Young mothers