health campaign strategy apr13 public
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Health campaignStrategy plan
GMC-CC meeting, 13 April 2007
Washington D.C.
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Index1. Whats the problem?
2. Whats missing?
3. What do we focus on?
4. What will we try to achieve?
5. How will we try to achieve it?
6. The public face of the campaign
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Whats the problem? Over 10 million children (0-5) die each
year unnecessarily;
Million of children fail to grow up healthyand to achieve their potential because of
preventable ill health;
The preventable death and ill-health ofchildren negatively influence their
development and that of their countries.
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Whats missing? There is enough knowledge => the
problem is not technical;
There are sufficient resources to preventthe senseless deaths => the resources
needed are affordable and they have
been already committed;
There are agendas, commitments and
calendars established => the problem is
not about not knowing what to do
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Whats missing? The problem is lack ofpolitical will and
accountability.
There is no public awareness and outrage on thescandal of child mortality;
If leaders fail to deliver, nothing happens to
them;
The voices of children are not heard.=> Most alliances and partnerships focus on
advocacy and supporting governments to
deliver. No campaign exists to mobilise children
and the public to pressure governments.
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What do we focus on? Generate enough public pressure to
ensure that governments in South
and North deliver on their promiseswith respect to the health of children;
Creating a global movement for
childrens health that unites thevoices of children and people;
Engaging selected leaders aschampions for child survival.
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What will we achieve?1. 50 million children of at least 60 countries
of the North and South join their voices,
holding the duty bearers to account fortheir right to health in the most powerfulglobal child call ever;
2. Children engage with key actors in
eliminating the barriers to the realisationof their right to healthcare in 40 countries;
3. 15 national Southern governments investat least 15% of their national budget for
health by 2010;
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What will we achieve?4. Donor governments increase their
investment in health by 2010;
5. World Economic Forum, Clinton Initiativeand other key global influencers cover the
issue of child mortality and child health
from 2009.
=> The focus is on generating pressure and
accountability.
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What will we achieve?This effort should result in:
Saving lives: meet MDG4 on reducing by
2/3 child mortality in targeted countries; Better quality of life through improved
access to health services;
Processes established in targeted
countries that allow children to hold dutybearers accountable;
Progressive implementation of the right tohealth.
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How will we achieve it?1. Generating public pressure at key
decision moments:
Mobilise the public where possible/appropriateto put pressure on leaders to follow throughwith their promises
Raise awareness of the issues at keymoments through:
a) events, petitions, letters, demonstrationsb) Print media, audio/visual media, social media
(Internet), advertising, viral emails, marketing,celebrity support
c) Score-card report of HoS on their performance in
health investment in their mandate
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How will we achieve it?2. Creating spaces for childrens
participation and for their voices to
be heard and magnified: Week of action on the right to health
(November 20th);
Global health survey; by and of
children regarding the obstacles thatthey face;
Support child-led organisations toadvocate for their right to health.
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How will we achieve it?3. With a sophisticated lobbying
approach to accessing key world
leaders and their closest advisors: Engage selected Heads of State and
key academics in championing the
issue of child survival.
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The campaigns public face
The difference between advocacy and
campaigning is public engagement.
If we dont need the public to get behind our calls,
we dont need a campaign.
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Is a campaign needed?Why are 10M children left to die every year? Attitudes in decision-making arenas that children had little
intrinsic value. That they were worthless, even disposal;
People do not hold governments and donors accountable
for their promised funding on health for children.So, whats needed? What would make a difference?
The public to tell decision-makers that children do matter,and are valuable;
Children and the public to hold their governments anddonors accountable and pressure them to follow-through
on funding health services.
=> We therefore need a campaign! Member agencies could not hold governments and donors to
account on their own;
The Campaign would be a force multiplier, would amplifythe effect of the work of all other partnerships for health.
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The campaign should thus: Promote the worth/value of children by putting
them at the centre of the campaign; teaching themabout their right to health; empowering them to call
on their leaders Communicate the scale and the urgency of the
situation: this year 10 million children will die, andnext year another ten million, and so on. Not tomention those older children who suffer with poor
health Provoking outrage: i. At the disposability of
young children ii. That unfulfilled funding promisesare to blame for so many deaths. We want toprovoke outrage and make this unacceptable, amoral issue.
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Name, slogan and feel Name: Global Movement for Childrens
Health Now! Campaign => stresses sense
of urgency
Slogan: Arent I worth it? orAm I not
worth it?
=> Its a leading question. It prompts the
answer yes and forces the target toagree and recognize the worth of the child
in question.
Mock ups:
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G8
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Malawi
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Ghana
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Concrete plans How well we use communication tools
(advertising, e-petitions, online socialspace, celebrity endorsement) depends
on how much is invested in this project; What we do and achieve will depend on
the scope, resources, time;
The details of what we do, when need towait until we know what the commitmentswill be what we can afford to do, howmany people we have to do it, and howmuch time there is to do it.
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Are the Campaigns outcomes
worth the investment?Main benefits for children, and GMC members are:
1. Support for other advocacy activities:
This campaign will result in a wave of outrageabout the disposability of children that you wonthave to create for your own campaigns not justhealth but other child-related campaigns;
Success in this campaign will mean a sea changein the perception of childrens worth among generalpublic and decision-makers;
It will also create a social shift in which the generalpublic realizes they can and should keep theirgovernments accountable for their promises.
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Are the Campaigns outcomes
worth the investment?2. Access to other resources:
If the GMC becomes respected as a leadingcoalition empowering children in the North and
South to call for change, then doors to policymakers and decision makers will open to the GMCthat would have been closed to individual agencies;
A coalition of such well-regarded NGOs will be ableto enlist major celebrity endorsement, spokespeople
and attract major media that few members agenciescan command now;
Resources produced for the GMC will be accessiblefor use by all agencies. Maximum results forminimum effort. ROI for each agency is significant.
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Are the Campaigns outcomes
worth the investment?3. Increased media coverage and brand awareness:
With every major GMC action, you get an opportunity tomention the work of your organization while still being aGMC representative.
CEOs have the opportunity to speak out at major meetings:the World Bank/IMF meetings, G8 Summit, AU meetings onbehalf of children. They will have more opportunity to do sobecause of the campaign.
4. Funding An effective campaign will bring more supporters to your
organization. More activist supporters means more funding.
Activist supporters who are later asked for funds are moregenerous than just donors;
There is also opportunity for greater synergy between theGMC and member agencies, e.g., The new GMC website willinclude a front page section where member agencies canpost their banner adverts for fundraising initiatives.
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Are the Campaigns outcomes
worth the investment?
Meeting MDG4 by 2015 meanssaving almost 7 millions lives,
every year!
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