NGO Guidance Presentation

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WCD long-term strategy and themes

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2013 2012 2011 2010 2009 2008 2007 2003

CONTINUED GROWTH SINCE 2003

10 year anniversary of WCD!!!

• •

The Your Life.com Facebook site receives over 28,500 “likes”

2010 Bayer affiliates take the lead on all WCD 2012 activities more than double the “likes” in • • • Over

1,200 pieces of media coverage

generated with a reach of more than

540 million Finalist

for “

Best Healthcare Partnership”

award at

Communiqué Awards Thousands of social media mentions

, including tweets from actress

Ashley Judd

and rapper

Ludacris

• • •

NGO partners rise from six to 11

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 • The

Youth Task Force

and

NGOs

present survey data to

120 journalists

during first ever

online media event

• • • Ambassador

Kelly Osborne

speaks at experiential media event A

partnership with MTV is established

creating the

Es Tu Vida

online resource for young people WCD wins “

International PR Campaign of the Year

” Communiqué award • 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.

• The

WCD initiative begins

in Uruguay, initiated by Schering (now Bayer) and CELSAM 3

POINT OF DEPARTURE 2009 – 2012: Long-Term Strategy & Motto

2009  Your voice

Speak up.

Have a conversation openly and confidently about contraception

EMPOWERMENT

2010  Your responsibility 2011 Your right 

Take responsibility.

Control your future rather than face an unplanned pregnancy

Defend your rights.

You are entitled to contraception 2012  Your future

Your Future.

Think ahead and build contraception in to your future plans 4

So why has WCD changed?

A new strategy has been developed for WCD 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.

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WHAT’S NEW?

Long-Term umbrella theme and sub-themes

Umbrella Theme “It’s Your Life, It’s Your Future!” Flexible sub themes

Know Your Options Know Your Body Know Your Partner

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 6

STRATEGIC CONSIDERATIONS How to create your local annual motto?

Umbrella Theme Sub-Theme Motto

It’s your life, it’s your future + Know Your Options = It’s Your Life, It’s Your Future, Know Your Options It’s your life, it’s your future + Know Your Body = It’s Your Life, It’s Your Future, Know Your Body It’s your life, it’s your future + Know Your Partner = It’s Your Life, It’s Your Future, Know Your Partner 7

WHICH MOTTO TO CHOOSE?

Umbrella theme: It’s Your Life, It’s Your Future Motto Communication Topics It’s Your Life, It’s Your Future, Know Your Options It’s Your Life, It’s Your Future, Know Your Body It’s Your Life, It’s Your Future, Know Your Partner

• Learn about all the contraceptive options available, using a reliable, unbiased source of information • Understand how unplanned pregnancies can happen and how the body changes during puberty • Talk to your partner about contraception to build a trusting relationship based on reliable information

Considerations for use

• 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 • 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 • 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 8

Modular Toolbox Summary

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MODULAR WCD TOOLBOX

Umbrella Theme: It ´s your life, it´s your future!“

Flexible Sub Themes

1. Know your Options 2. Know your Body 3. Know your Partner

Flexible Materials

• Key Messages • Press Materials • NGO-specific Materials • Digital Tools • Branding Materials • Educational Materials 10

New / updated materials for 2013

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Key messages

• 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 Your Options Your Partner

Take control of your sexual health and your body by understanding the facts about sex and contraception Choose your path in life. Build contraception into your plans for the future to prevent an unplanned pregnancy and sexually transmitted infection (STI)

Sample key messages to young people, under each sub-theme

Timeline: Available now Take the initiative when it comes to contraception. Talk to your partner before having sex. It’s your life and you determine your future!

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Media Backgrounders

• 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 13

Infographics

Three infographics being 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 Timeline: Available now 14

Infographics

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Branding motifs

• 4 campaign motifs for each sub theme available • Translate and tailor the motifs as necessary to meet the needs of your region Timeline: Available now 16

Branding motifs – Your Body

Timeline: Available now 17

Branding motifs – Your Options

Timeline: Available now 18

Branding motifs – Your Partner

Timeline: Available now 19

NGO-specific materials

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Countdown banner

Implementation Example Layout examples landscape

Five color schemes :

purple , orange , blue , blue / purple , yellow / purple

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Countdown banner

Implementation Example Layout examples portrait

Five color schemes :

purple , orange , blue , blue / purple , yellow / purple

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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]) 23

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 NGO partners to increase awareness around WCD • Discuss your use of social media with the local Bayer office to help maximize your online efforts 24

Example WCD Social Media Posts

Date 2 Sept 16 Sept 26 Sept Tweet

The countdown to WCD has begun!

(

INSERT LINK TO YOUR ORGANIZATION’S FACEBOOK POST)

#WCD2013

Facebook post

[Post image of a calendar, with WCD - 26 th September – circled, or link to countdown banner] September is here and it’s the month of World Contraception Day. Let the countdown begin!

Just 10 days until World Contraception Day. Do you know your [

INSERT CHOSEN SUBTHEME

]? #WCD2013 (INSERT LINK TO FACEBOOK PAGE) Ten days to go before World Contraception Day is here! Let’s make it our best year yet! #WCD2013. It’s your life. It’s your future [

INSERT CHOSEN SUBTHEME

] www.your life.com

#WCD2013. It’s your life. It’s your future [

INSERT CHOSEN SUBTHEME

] www.your-life.com

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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 Andrea Mrachacz ([email protected]) 26

Existing collateral from previous years

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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: 28

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 29

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 30

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 31

Viral cartoons

• Videos from the 2008 campaign have been generalized and revived • Description: – 3 stories created to generate awareness of WCD – Short videos (1min), without any words – Serious message told through humour and cartoon characters – Global and youth appeal, across language barriers and cultural sensitivities – For use on websites, viral emails, etc.

LIFT MESSENGER PARTY

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Educational Materials

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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 34

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

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