2 – 4 April 2014

MEDIA AND COMMUNICATION STRATEGY 2014

Outline

• Objectives• Context• Target audiences• Approach• Messaging• Timing and phasing• PR Opportunities• Collateral• Next Steps

Objectives

• To create awareness of Rotary Family Health Days• To create a robust online and media presence for Rotary Family

Health Days• To mobilise communities to attend the 3-day RFHD’s• Promote an active healthy lifestyle for all South Africans

Objectives

AWARENESS

CALL TO ACTION

UNDERSTANDING

What’s happening when

and where

Why you should come along

Why it’s important

Date and placeServices offered

Sponsors

How you will benefitHow to participate

Past impactPotential impact

1.

2.

3.

Context

• RFHA coordinated a successful Rotary Family Health Day event in 2013

• The plan for 2014 is to consolidate these gains

What did we learn?

• We need a RFHA South Africa website/ blog to consolidate content and present it in a more appealing way

• International site does not use visuals and text optimally and is not integrated with social media

• Difficult to update• Important to pull relevant content from international site

Target Audiences

Indirect• Rotary

– Current members – Potential members

(especially younger members)

• Media and influencers• Sponsors• Government and other NGOs

Direct• Township residents• LSM 4-6• Families• School children• Community leaders

Approach: Recommendations

• Reuse existing artwork• Repeat what worked before• Focus on developing a user-friendly website • Identify well known celebrity/ambassadors to represent the event

and draw more appeal

Messaging

• Primary– Call to action: to mobilize the community to participate– Raise awareness – Educate

• Secondary– Promote partners and sponsors

• Other considerations – General family health vs. HIV/Aids testing– Clear messaging around what is being offered– Detail about who is bringing the service is more relevant to the media

and stakeholders – logos are fine on print, on radio the focus has to be on the benefit and call to action

Platforms

RFFA SA Website

Social Media (Facebook, Twitter,

You Tube)

OWNED

Print

BOUGHT

Google Adwords

EARNED

PR

Blogger/ Influencer Outreach

Conversation

TVRadio

SMS (location finder)

PUBLIC SERVICE ANNOUNCEMENT

Platforms

TV

SABCETV

PRINT

Caxton CitizenSunday TimesCommunity Newspapers (WC & EC)

SOCIAL

FacebookTwitterYou TubeMXIT

RADIO

SABC RadioYFMPrimedia

ONLINE

RFHA SA Website

All media

All media

All media

Content Pillars

RFHA NEWS

RFHA PEOPLE

RFHA ACTIVITIES

FAM

ILY H

EA

LTH

DAYS

New developments and media coverage

Stories about the people involved

Activities on the day

All mediaRFHA IMPACT Assessment of the day

Timing

Build up interest

OBJECTIVESPHASE

1. BUILD UP

TIMING

All MediaPR

2. EVENT

3. FOLLOW UP

Awareness at the time

Amplify impact build on for 2015

Social, TV & Radio

All Media PR

2 weeks after

During

4 weeks prior

ELEMENTS

PR Opportunities

• RFHA SA website – storytelling medium• Create news around the Spokespersons/Ambassadors

– Unsung heroes in the DOH– Marian’s story– Rotarians– Celebrities/ Ambassadors/ Key influencers

• Using the established social media platforms to generate interest, include many voices in the conversation, and issue calls to action.

Collateral

• RFHD Factsheet, Stats and Targets• KO Key Messages • Briefing template for interviews• Press Release – RFHD announcement• Press Release – DoH announcement• Crisis Comms Handbook – risk scenarios and holding statements• Briefing Book for spokespersons • Press Release – RFHD Launch• Press Release – RFHD Final Outcomes • Partner profiles

Next Steps

• Develop RFHA SA website • Media training• Develop updated artwork• Create and edit short video clips for online use• Coordinate with sponsors• Approach media with PR angles• Identify and liaise with selected ambassadors• Build social platforms and communities through newsletter direct

campaign