NGO Guidance Presentation 1
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NGO Guidance Presentation
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WCD long-term strategy and themes
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HOW WCD HAS EVOLVED
2003
2003
The WCD initiative begins in Uruguay, initiated by
Schering (now Bayer) and CELSAM
20072007
After growing throughout Latin America from 2003-06,
under the name “Day of Unplanned Teenage
Pregnancy Prevention,” "World Contraception Day“ went global and
launched with its first youth ambassador, Mischa
Barton. 2008
2008
20092009
The Youth Task Force and NGOs present survey data to
120 journalists during first ever online media event
• Over 23 local Bayer affiliates take part in the campaign
• Teen Outreach Pack of educational materials launched to help teachers, NGOs, parents and other parties run education sessions with teenagers directly
2010
2010
20112011
• Over 1,200 pieces of media coverage generated with a reach of more than 540 million
• Thousands of social media mentions, including tweets from actress Ashley Judd
and rapper Ludacris2012
2012
• Bayer affiliates take the lead on all WCD 2012 activities
20132013
10 year anniversary of WCD
2014
2014
First ever WCD Coalition report featuring support from all 11
NGO/GO partners
• Ambassador Kelly Osborne speaks at experiential media event
• WCD wins “International PR Campaign of the Year” Communiqué award
WCD logo is created
A partnership with MTV is established
The Your-Life.com Facebook site receives over 28,500 “likes”
NGO partners rise from six to 11
Finalist for “Best Healthcare Partnership” award at Communiqué Awards
2009 – 2013: Themes
Your voice Your right Your future
Speak up. Have a
conversationopenly and confidently
about contraception
Defend your rights.
You are entitled to
contraception
EMPOWERMENT
2009 2010 2011 2012-13
Your responsibility
Take responsibility.
Control your future
rather than face an unplanned
pregnancy
Its Your Future.Protect your dreams by
building contraception into
your plans
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ANNUAL THEMES
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Last year we established a new long-term strategy, for 2013 and beyond, following feedback from NGO partners and Bayer affiliates:
Annual WCD themes / mottos resonate across some regions better than others.
Motto and key messages need to be more long-standing to allow campaign to build momentum and gain recognition.
Global WCD materials have been useful in ensuring alignment across all regions, while allowing flexibility to tailor with local information
and statistics.
Global WCD materials have been useful in ensuring alignment across all regions, while allowing flexibility to tailor with local information
and statistics.
So why has WCD changed?
WHAT’S NEW?
Flexible sub-themes
Flexible sub-themes
“It’s Your Life, It’s Your Future!”
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Know Your Options
Know Your Options
Know Your Body
Know Your Body
Know Your Partner
Know Your Partner
Umbrella Theme
Umbrella Theme
Duration: You can choose how long to run each sub-theme in your region. For example, you could run Your Options for the next three years, or use it for one year and then switch to Your Partner
Long-Term umbrella theme and sub-themes
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How to create your local annual motto?
Know Your Options Know Your Options
STRATEGIC CONSIDERATIONS
It’s your life, it’s your futureIt’s your life, it’s your future
+ = It’s Your Life, It’s Your
Future, Know Your Options
Know Your BodyKnow Your BodyIt’s your life, it’s your futureIt’s your life, it’s your future + = It’s Your Life, It’s Your
Future, Know Your Body
Know Your PartnerKnow Your PartnerIt’s your life, it’s your futureIt’s your life, it’s your future + =
It’s Your Life, It’s Your Future, Know Your
Partner
Umbrella Theme Sub-Theme Motto
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Umbrella theme:
It’s Your Life, It’s Your Future Motto Communication Topics Considerations for use
It’s Your Life, It’s Your Future, Know Your Options
• Learn about all the contraceptive options available, using a reliable, unbiased source of information
• May be most effective in regions where myths and misconceptions about sex and contraception are widespread or one form of contraception is used more frequently than others
It’s Your Life, It’s Your Future, Know Your Body
• Understand how unplanned pregnancies can happen and how the body changes during puberty
• This may be most valuable in regions where sex education for young people is limited or where people are having sex early on in life, without fully understanding their bodies
It’s Your Life, It’s Your Future, Know Your Partner
• Talk to your partner about contraception to build a trusting relationship based on reliable information
• This may be most suited to regions where sex and contraception are considered taboo subjects or where men and women do not take equal responsibility in relationships
WHICH MOTTO TO CHOOSE?
Modular Toolbox Summary
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MODULAR WCD TOOLBOX
Flexible Sub-Themes
Flexible Sub-Themes
1. Know your Options
1. Know your Options
2. Know yourBody
2. Know yourBody
3. Know your Partner
3. Know your Partner
Umbrella Theme: It´s your life, it´s your future!“
Flexible MaterialsFlexible Materials
• Key Messages• Press Materials• NGO-specific Materials• Digital Tools• Branding Materials• Educational Materials
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New Materials
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LARC key messages•Set of key messages available for each sub-theme with a focus on long acting reversible contraception (LARC) •Designed as an optional topic of additional focus for WCD. LARCs are one of the most effective forms of protection against unplanned pregnancies
•Should be used by spokespeople to incorporate messages about LARC and as framework for new documents
Please note: Non LARC key messages for each sub-theme are still available
Timeline: Available now
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LARC media backgrounder
•Spotlight on long acting reversible contraception (LARC) media backgrounder
•Provides interesting background information and statistics on WCD campaign and LARC
•Share with journalists or other audiences (e.g. parents, educators and young people) to educate them about WCD and LARC
Timeline: Available now
Please note: Non LARC media backgrounders for each sub-theme are still available
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Contraceptive efficacy chart
• A contraception efficacy chart that lists the ‘super’ effective to the less effective methods of contraception
• For external use, in particular for young people as it has been designed with them in mind
Timeline: Available now
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WCD social media posts
• A ‘calendar’ document containing suggested Twitter and Facebook posts for the month of September leading up to WCD
• Designed to be used by WCD partners to increase awareness around WCD
• Discuss your use of social media with your local Bayer office to help maximize your online efforts
Timeline: Available now
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Ongoing alignment
• It is important that all elements of WCD in your region are aligned to ensure consistent messaging to young people
• Contact your local Bayer office and discuss the sub-theme that you would like to roll-out in your region and why
• If you have any questions or would like to contact your local Bayer office, please email Ariane Püttcher ([email protected])
Updated Materials
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Key messages
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•Set of key messages available for each sub-theme
•Designed to ensure that campaign messaging is consistent across all countries
•Should be used by spokespeople and as framework for new documents
Your Body
Take control of your sexual health and
your body by understanding the
facts about sex and contraception
Your Body
Take control of your sexual health and
your body by understanding the
facts about sex and contraception
Your Options
Choose your path in life. Build
contraception into your plans for the
future to prevent an unplanned pregnancy
and sexually transmitted infection
(STI)
Your Options
Choose your path in life. Build
contraception into your plans for the
future to prevent an unplanned pregnancy
and sexually transmitted infection
(STI)
Your Partner
Take the initiative when it comes to
contraception. Talk to your partner before having sex. It’s your
life and you determine your future!
Your Partner
Take the initiative when it comes to
contraception. Talk to your partner before having sex. It’s your
life and you determine your future!Sample key messages to young people, under each sub-theme
Timeline: Available now
Media backgrounders
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•Media backgrounders have been developed for each sub-theme
•Provide interesting background information and statistics on WCD campaign, theme and partnerships
•Share with journalists of other audiences (e.g. parents, educators and young people) to educate them about WCD
Your Body Your Options
Your Partner
Timeline: Available now
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Contraception Compendium•Description:
– A comprehensive booklet providing information about different types of contraception
– Generalized for multiple use (without date)
•Format: DIN A5•Language: English •Special feature: Toolbox-Format •Available files:
– Low- and high-resolution pdf.– Open files
Timeline: Available now
Existing collateral from previous years
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Infographics
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Timeline: Available now
Three infographics produced: one per sub-theme
A creative way to display data from the WCD multi-national surveys and other external sources
For external use with media or other interested third parties
Can be utilized on many platforms•Distributed to media or interested third parties (e.g. your members)•Printed and provided to sexual health centers, youth clubs or schools•Social media•Websites
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Know Your BodyKnow Your Body
Know Your OptionsKnow Your Options
Know Your PartnerKnow Your Partner
Infographics
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Countdown banner
Five color schemes: purple, orange, blue, blue/purple, yellow/purple
Implementation ExampleLayout examples -
landscape
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Countdown banner
Five color schemes: purple, orange, blue, blue/purple, yellow/purple
Implementation ExampleLayout examples -
portrait
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Countdown banner - Implementation• Go to WCD countdown banner generator website:
http://your-life.com/countdown.php?generator
• Choose from two specified layout formats (portrait 235 x 475 pixels, landscape 475 x 250 pixels)
• For individual format adjustments choose free layout format and fill-in the individual height and width of the banner
• Choose from five different color schemes (lilac, orange, blue, blue/lilac, yellow/lilac)
• Copy the generated code for embedding the banner on your website
• Support contact: Andrea Mrachacz ([email protected])
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• 4 campaign motifs for each sub-theme available
• Translate and tailor the motifs as necessary to meet the needs of your region
Branding motifs
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Branding motifs – Your Body
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Branding motifs – Your Options
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Branding motifs – Your Partner
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Brand Design Manual (BDM): Brand Presence
• Description: – The BDM describes the visuals elements
of the WCD, including logo, colors, typeface and how should be used.
• Format: DIN A4• Language: English • Available files in the MWB:
– Low-resolution pdf.– High-resolution pdf.– MWB-Link:
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Press folder • Description:
– A folder for a press conference to inlay different press material
– Generalized for multiple use (without date)
• Format: for DIN A4 inlays • Language: English • Available files:
– Low- and high-resolution pdf. – open files
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T-Shirts designs• Description:
– Design and print specification for WCD t-shirts
– To help to give a physical identity to the educational sessions
– For events for attract attention – Generalized for multiple use
(without date)
• Available files: – Pdf.file incl. production requirements
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Baseball Caps designs• Description:
– Design and print specification for WCD baseball caps
– To help to give a physical identity to the educational sessions
– For events for attract attention – Generalized for multiple use
(without date)
• Available files: – Pdf.file incl. production requirements
Educational Materials
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Education / Workshop Material
• Description: – Material for holding educational sessions about contraception– generalized for multiple use (without date)
• Content: – ‘How To’ Guide – Contraception presentation – ‘Case study’ discussion cards – Crossword puzzles – Template certificate
How To Guide
Contraception presentation
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Education / Workshop Material
• Language: English • Available files:
– Editable word.file or ppt.file– Pdf.file
‘Case study’ discussion cards
Crossword puzzles
Certificate
PARTY
LIFT
MESSENGER
Viral cartoons• Description:
– 3 stories created to generate awareness of WCD
– Short videos (1min), without any words – Serious message told through humor
and cartoon characters– Global and youth appeal, across
language barriers and cultural sensitivities
– For use on websites, viral emails, etc.
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