usaid tuboreshe chakula pitch presentation

+ TANZANIA FOOD FORTIFICATION COMMUNICATION CAMPAIGN.

Presentation Prepared for

TUBORESHE CHAKULA

+Why the campaign?

Increase knowledge about the availability and benefits of MNPs’ and fortified food products.

Clarify misconceptions about fortified products and MNPs.

Support Presidential call on nutrition matters. Need for stakeholders to combine communication

efforts.

+Objective of the campaign.

Logo recognition.

Benefits of consuming fortified products.

Creation of umbrella communication tools

+Our overall communication approach.

Social-Commercial marketing

Rationale: Commercial approach – We position and market fortified

products just like fast moving consumer goods (FMCGs)

Social approach – Behavior change is at the core of this campaign, hence social marketing approach as the drive and corner stone of the campaign.

+Where do we start?

We need to build a brand.

Name and logo.

Position it.

Launch.

Communicate it.

+ For example; Vodacom as a brand!

+

Let’s re-visit our situation

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+Our situation….

+Hence our brand.

VIRUTUBISHI!

Our Slogan : Afya Bora ya Familia Yako ni Jukumu Lako

( Better health of your family is your responsibility)

+Why the slogan:

Why did we say “ Afya bora ya familia yako ni jukumu lako”. Our brand Virutubishi targets two main groups, children (MNPs) and

adults ( Premixes)

Children + Adults = A family ( Familia) Main objective of the brand promotion of better health ( Afya Bora)

Hence Afya bora ya familia yako ni jukumu lako ( Jukumu lako means it is your responsibility, a sense of ownership in the campaign)

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+Positioning of our brand.

How do we want our brand to be perceived ?

Health, energy, productivity, success, love etc ?

+4 P of our Brand Virutubishi.

Standard Pricing Standard Product Placement ( Distribution ) depending on the product campaign Standard Promotion, share the common slogan.

+Situation analysis.

Re-visiting success and challenges faced in implementing three food fortification campaigns namely Rural Food Fortification, National Food Fortification and Food Fortification by Tubocha.

Identify the common success and challenges, and use them in strengthening our campaign.

+Common Success.

Market- ready opportunity Successful training and orientation at key levels Involvement of key actors Good environment for support. Successful clinics and market activations in some parts. Transmission of Food Fortification knowledge to the society

+Common Challenges.

Market size and geographical challenges.

Low level of education. Political interferences. Myth and misconceptions. Language barrier.

+

Our communication strategy.

+ Message strategy:

Talk to the head(brain) through the heart approach. What’s in it for me.

Media strategy: Above the line communication. Below the line communication. Training.

Slogan: Afya bora ya familia yako ni jukumu lako!

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Executions- Above The Line

+Objectives.

Communicate a Food Fortification logo.

Benefits. Drive the slogan. Brand Food Fortification.

+Billboards.

+Billboards.

+Billboards.

+Billboards.

+Billboards.

+Posters.

+Posters.

+Posters.

+Posters.

+Posters.

+Posters.

+Posters.

+Posters.

+Radio Spot and Talk Shows

The medium with the widest reach. Combine national and local radio stations where

necessary, i.e. The use of Local radios with local language in masai land.

Use of radio spots to communicate benefits of Food fortification

Use radio talk shows to correct myth and misconceptions in the society.

+Wall Branding.

We will use wall branding to increase visibility of our brand VIRUTUBISHI.

Use the opportunity to communicate logo and sms services

Strategic positioning of wall branding, areas with highest population. i.e Bus stands, local markets etc

+Television Spots.

The main objective of a TV spot will be to communicate food fortification logo and what its representing.

Blue (Health Person) + Green (Food Grains) + White Sun (Energy) + Yellow (Minerals) = Food Fortification logo.

Also Tv platform will be used for Celebrity endorsements. i.e. My name is January Makamba, me and family used food with fortification logo.

+Press Release and Press Conference.

Press release to inform the public of the campaign.

Press Conference at Maelezo for official launch of media campaign and take Q & A for public relation purposes.

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Executions- Below The Line

+Objectives.

Communicate the benefits Spread the Knowledge Q & A platform Positioning our brand Buy-in from stakeholders.

+SMS Platform.

Current research indicates that mobile phones penetration in Tanzania has exceeded 50% of entire population

This provides an opportunity to drive campaigns to the targeted areas using Geo-location of the SIM.

Did you know (Je unajua ) ? Will be our sms communication approach in creating awareness of benefit of consuming fortified food.

Also public will be able to send a free sms to a special number for more information.

We will also use the same platform to create awareness of the campaign.

+Music Concert in December, 2014.

Youth make over 60% of Tanzania population.

Apart from football, Music is the biggest thing in the minds of the youth HENCE the biggest Music Concert in December; VIRUTUBISHI MUSIC CONCERT.

Positioning our brand as youthful and Cool .

Also use the opportunity to do demonstrations and awareness creation.

+Celebrity Endorsement.

The use of Celebrities to endorse our brand VIRUTUBISHI.

Local Celebrities with lot’s of followers will be used to support our campaign

Our print- media strategy is to use tabloids to push the campaign and ask celebrities to post their testimonial on the social media platforms which have the biggest number of followers i. e instragram, twitter, Facebook and blogs.

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+Trainings.

Media Personnel's Regional Administrative Secretaries (RAS’s) Regional Nutritional Officers

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Conclusion.

+ Campaign Indicators.

% of number of people that will be able to mention at least one benefit of consuming fortified food.

% of number of people that will be able to mention at least one color found in food fortification logo and what it represents.

% of number of people that will be able to remember campaign slogan. % of number of people that will be able to remember at least one message

from billboards or poster adverts. % of number of people that will be able to remember at least one message

from radio adverts.

+

Thank You.