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OUR CHALLENGE

Win audiences’ attention on a complex and hard to define – yet vital – global health need: strengthening health systems.

MILLENNIALS1

• Facilitators-in-action: they speak, they are heard

• Compassionate and socially aware • Must be engaged – not preached to.

Involved, not dictated to• Search for dynamic multimedia

content on mobile GOVERNMENT STAKEHOLDERS

• Build awareness and support

FINANCIAL SUPPORTERS

• Inspired and intrigued by millennials’ social movement

• But also need to be taken on a journey: they need to understand why they should donate

Through our campaign we will raise awareness and open wallets.

MOBILIZEGather audience

INCITEBuild awarenessDrive donations

SUSTAINContinued support for strengthening health systems

1 Case Foundation, The 2013 Millennial Impact Report

CAMPAIGN GOALS:

AUDIENCE PROFILE:

When asked to describe a ‘health system’ most people would likely list large looming buildings, clinics and the grey of cement brick and worn structures. The problem is this is just part of the story. Given a voice, a health system becomes more than just the infrastructure, it becomes the people and passion that fuel the system of (health) care.

Strong, sustainable health systems are fundamental to children’s access to vital health services. Weak – or non-existent health systems create a gap through which disease can creep and children can – and do – fall.

Without strong health systems, the impact that products, supplies and initiatives the global community supports through pledging, donating and volunteering is severely compromised.

If a child cannot rely on the roads in her village to be built, cannot count on a bus to get her to a clinic, cannot bank on clean water to wash her doctors’ hands or cannot find a trained doctor, she cannot access the healthcare she so desperately needs.

But these are not stories that are often told.

MOBILIZE INCITE SUSTAIN

OUR MANIFESTO

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STRATEGIC APPROACH

We can create a domino effect by leveraging millennials’ social power for good – using it to engage – and open the wallets – of governments, and existing and potential donors. But how do we get that first push?

Use what we know.

Strategy: Give health systems a voice to tell their human history and start a conversation with a new generation of supporters.

is ‘stories of

Project Blueprint. A global campaign to give health systems a voice. To tell the stories of the people who bring them to life. To inspire a new army of supporters to help UNICEF and Unilever build the blueprint of sustainable health systems. To close the gaps that exist and to keep every child safe.

CREATIVE PLATFORM

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To capture our audiences’ hearts and minds we will define health systems, but not just through words – through highly creative and interactive video content.

Partnering with National Geographic we will create two six-part, interactive video series, releasing each series in the first six months of 2016 and 2017. Living on the specially created Project Blueprint website, the three-minute videos will be launched with supporting content, activations and narrative pushed out on social channels to create an initial buzz.

Year one we follow Amina, the start and end of her journey, and the stories of the component parts of her health system: transport infrastructure; clean water; trained doctors; a working clinic. In each video through juxtaposed footage, audiences will see the harsh comparison – health systems in a developing country – weak – and how they could and should be in the future – strong.

Viewers will be in control of which version of the video they see at any one time, with the ability to switch between the reality – the potential future – and back again, at the click of the letter ‘B’ on their keyboards.

Each video will sit as part of the website’s blueprint visual, which comes to life as the videos are released, with pledges and donations aggregating over each month, until the blueprint is complete.

The six month build-up of creating a working health system will serve as a compelling visual storytelling device, defining a health system by showing how each component part of the system must work together to facilitate healthcare.

Following the full release of Amina’s story in June 2016, our audience will be able to take part in the storytelling via the Project Blueprint website. Using an online vote in July, viewers will select one of three journeys they’d like to follow next, each highlighting different challenges and struggles within broken health systems. The ‘winning’ journey will then be featured in the second six-part series, launching January 2017.

Through creative partnerships, earned media coverage, pro-bono media promotion and a tidal wave of social media engagement we will take Project Blueprint into the homes of our global audience and inspire them to work with us to build the blueprint for sustainable health systems across the globe.

VIDEO SERIES

The videos will be released, one per month, in a sequence mirroring the interdependent parts of a health system. The final video in each series will be a composite of the ‘future’ component parts of Anima’s health system: transport infrastructure; clean water; trained doctors; a working clinic. The video will demonstrate that peoples’ support and donations have led to building of an effective, sustainable health system.

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SUPPORTING ACTIVITIES

Pre-launch Buzz:Paint the Print Blue: Blueprint murals will be erected in major cities around the world, encouraging people to take part in painting the blueprint and creating a buzz on the day of the video series launch.• Create event videos and photographs of people painting the blueprint and

release on social channels

• Use #ProjectBlueprint to promote user content from local events, which will be displayed on the Project Blueprint website

• UNICEF/Unilever Op-ed with global media title to launch Project Blueprint

Ongoing promotion:Behind the Blueprint: To bolster the impact of each video and create suspense for the release of the next, we will share ‘behind the scenes’ content on the Project Blueprint website and social channels.• Release photos and blogs posts following each video release to provide a

deeper look into each component part of the health system

• Leverage the outlets to promote the release of the next video in the series

Sustaining momentum:Beyond the Blueprint Part 1: To encourage the audience to vote for the focus of the second video series we will engage traditional and social media:• Blog posts and photo essays on the progress of Project Blueprint

• Real life stories from healthcare workers

Beyond the Blueprint Part 2: Following the end of the second video series, the focus will shift to the success of Project Blueprint and the strides UNICEF and Unilever have made:• In-depth editorial pieces

• Commentary on relevant development and research

MOBILIZE INCITE SUSTAIN

IMPACTMass millennial support

Understanding of health systems’ vital importance

Influx of donations from supporters

Sustained support from governments

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