HANDBOOKCAMPAIGN

WITH CAMPAIGNPLANNER

copy World Health Organization 2015

All rights reserved

The contents of this document are intended for the internal use of WHO staff

All images of campaign materials in this document can be found on the WHO website at

wwwwhointcampaigns Photos p8 p42 WHOCBlack p15 pp 36-37 WHO

This toolkit is available in an e-friendly format on the WHO intranet at

httpintranetwhointhomesfpe

Layout MEO design amp communication Switzerland

HANDBOOKCAMPAIGN

CONTENTS

F L A G S H I P C A M P A I G N S 7G O A L S 8P R I N C I P L E S F O R S U C C E S S 9

G E T T I N G S TA R T E D 11

S T R AT E G I C A P P R O A C H 13

P R O D U C T S 15T H E M E 17S L O G A N 17K E Y M E S S A G E S 17T O O L K I T F O R C A M P A I G N E N G A G E M E N T 18T E C H N I C A L M AT E R I A L 22F A C T S H E E T S 23F A C T F I L E S 23P O S T E R S 24I N F O G R A P H I C S 24V I D E O S 26P H O T O S 27F E AT U R E S T O R I E S 28M E D I A A D V I S O R Y 28TA L K I N G P O I N T S 29N E W S R E L E A S E S 29V I D E O P A C K A G E 29

E N G A G I N G W I T H E X T E R N A L E N T I T I E S 31M E M B E R S TAT E S 32N O N - S TAT E A C T O R S 32G O O D W I L L A M B A S S A D O R S 33

4 W H O C A M P A I G N H A N D B O O K

E V E N T S 35

R E A C H I N G O U R A U D I E N C E S 39T H E W H O W E B S I T E 39N E W S M E D I A 40

Finding an angle 41Embargoes 41Media spokespersons 42

S O C I A L M E D I A 43S M S 46E M A I L 47F A C E -T O - F A C E M E E T I N G S 47

G U I D E L I N E S A N D S TA N D A R D S 49W H O S T Y L E 49F A C T S F I G U R E S M A P S A N D M O R E 49

P O S T- C A M P A I G N R E P O R T 53

A N N E X 1 C O N S E N T F O R M 54

A N N E X 2 E X A M P L E O F A M E D I A A D V I S O R Y 56

A N N E X 3 M E D I A I N T E R V I E W S A N D P R E S S C O N F E R E N C E S 58

N O T E S 62

Box 1 WHO flagship campaigns 7Box 2 World Health Day a unique celebration 8Box 3 The WHO logo 20Box 4 Crediting sources and suppliers 28Box 5 Translation 29Box 6 Tips for pitching 40Box 7 Top tips for effective social media 44

W H O C A M P A I G N H A N D B O O K 5

6 W H O C A M P A I G N H A N D B O O K gt Flagship campaigns

E V E N T S 35

R E A C H I N G O U R A U D I E N C E S 39T H E W H O W E B S I T E 39N E W S M E D I A 40

Finding an angle 41Embargoes 41Media spokespersons 42

S O C I A L M E D I A 43S M S 46E M A I L 47F A C E -T O - F A C E M E E T I N G S 47

G U I D E L I N E S A N D S TA N D A R D S 49W H O S T Y L E 49F A C T S F I G U R E S M A P S A N D M O R E 49

P O S T- C A M P A I G N R E P O R T 53

A N N E X 1 C O N S E N T F O R M 54

A N N E X 2 E X A M P L E O F A M E D I A A D V I S O R Y 56

A N N E X 3 M E D I A I N T E R V I E W S A N D P R E S S C O N F E R E N C E S 58

N O T E S 62

Box 1 WHO flagship campaigns 7Box 2 World Health Day a unique celebration 8Box 3 The WHO logo 20Box 4 Crediting sources and suppliers 28Box 5 Translation 29Box 6 Tips for pitching 40Box 7 Top tips for effective social media 44

W H O C A M P A I G N H A N D B O O K 5

6 W H O C A M P A I G N H A N D B O O K gt Flagship campaigns

6 W H O C A M P A I G N H A N D B O O K gt Flagship campaigns

FLAGSHIP CAMPAIGNS

Throughout the year there are dozens of commemorative ldquodaysrdquo to mark specific health issues ranging from autism to zoonoses While the list has grown in recent years global public health campaigns offer great potential to raise awareness and understanding about health issues celebrate successes highlight challenges and mobilize support for future action They also provide prime opportunities to promote the work of the World Health Organization (WHO) and to strengthen our reputation as a trusted source of health information and global leader in public health

This guide was written to help you organize your WHO public health campaigns focusing on our ldquoflagshiprdquo campaigns those officially mandated by the World Health Assembly (see Boxes 1 and 2)

BOX 1 WHO FLAGSHIP CAMPAIGNS

WHO Member States through the World Health Assembly have mandated eight official WHO days These are sometimes referred to as ldquocorporaterdquo or ldquoflagshiprdquo campaigns

24 March World TB Day 7 April World Health Day 24ndash30 April World Immunization Week 25 April World Malaria Day 31 May World No Tobacco Day 14 June World Blood Donor Day 28 July World Hepatitis Day 1 December World AIDS Day

Core campaign materials for World TB Day World Malaria Day World Hepatitis Day and World AIDS Day are developed in close collaboration with the Stop TB Partnership Roll Back Malaria the World Hepatitis Alliance and UNAIDS

Flagship campaigns lt W H O C A M P A I G N H A N D B O O K 7

BOX 2 WORLD HEALTH DAY A UNIQUE CELEBRATION

World Health Day is celebrated on 7 April every year to mark the anniversary of the founding of WHO in 1948 Each year a theme is selected that highlights a priority area of public health

The day provides an opportunity for people in every community to get involved in activities that can lead to better health Member States and offices at all levels of WHO actively celebrate this day with a wide variety of activities from public information campaigns and training workshops to sporting events and art competitions

GOALS

The overall goals of our flagship campaigns are to highlight immediate or emerging challenges related to specific diseases and public health issues and to mobilize individuals and organizations across the world to take action This action ranges from donors investing in disease control to families following WHO advice to protect their health and prevent illness

To do this we collaborate with countries and partners and particularly ministries of health to create campaigns that engage people at international national and community levels in the public and private sectors and in civil society

8 W H O C A M P A I G N H A N D B O O K gt Flagship campaigns

PRINCIPLES FOR SUCCESS

The principles that frame our campaign approach are the same as those that apply to our day-to-day communications WHO campaigns should

bull contribute to clearly defined public health goals have a specific target audience and focus on concrete outcomes

bull be evidence-based (or consensus-based when evidence does not exist)

bull motivate audiences to take action

bull raise awareness of health problems propose solutions and indicate how WHO is contributing

bull use a consistent corporate voice throughout the Organization to build trust and maintain credibility

bull use the channels and media best suited to reach the target audience

bull be contextualized and where possible be presented in the language of the target audience

bull use the WHO logo in accordance with appropriate WHO guidelines and

bull include measures to assess outputs and outcomes

Chances of success are higher if we are coordinated between headquarters regional and country offices and if concepts at the core of the campaign are simple A campaign with a simple core idea that makes room for adaptation innovation and contextualization at regional and country levels has the potential for the greatest impact in terms of awareness-raising engagement and action

Flagship campaigns lt W H O C A M P A I G N H A N D B O O K 9

10 W H O C A M P A I G N H A N D B O O K gt Getting started

10 W H O C A M P A I G N H A N D B O O K gt Getting started

GETTING STARTED

Early planning is essential for a successful campaign At headquarters aim to begin planning for World Health Day nine months in advance of the day For the other flagship campaigns begin as early as possible Regional and country offices are encouraged to begin planning for a campaign as soon as the theme is identified and to regularly feed into the global plan

World Health Day themes are decided by the Global Policy Group (the Director-General Deputy Director-General and Regional Directors) Ideally objectives and target audiences should be agreed between headquarters and regional offices at the outset for a unified campaign and greater potential impact Objectives should be ambitious yet feasible They should also be measurable to enable analysis of the relative level of success in post-campaign reports Key partners at global regional and country levels who can help WHO meet campaign objectives should be identified in the planning stage

It is important in the early planning stages to

bull be clear about what change you want to see linked to the campaignbull focus on key supporting data and what is new or most compellingbull identify the target audiences and who they are influenced by

To have the best chance of delivering on time available resources mdash both human and financial mdash should be determined at the outset At headquarters these decisions are taken by the Director-Generalrsquos Office together with the technical departments involved

With these elements identified you can start planning activities and products

Getting started lt W H O C A M P A I G N H A N D B O O K 11

12 W H O C A M P A I G N H A N D B O O K gt Strategic approach

12 W H O C A M P A I G N H A N D B O O K gt Strategic approach

STRATEGIC APPROACH

The campaign approach will vary depending on the objectives target audiences and available budget There is no one right way of managing flagship campaigns In the early planning stages think hard about how you can most effectively achieve your objectives keeping in mind the resources available It could be that you decide to focus on a specific audience (eg travellers) or specific dissemination channels (eg radio) Some products may be produced more quickly and efficiently by regional offices Engage senior leadership and involve partners early and consider together how they can best support achievement of campaign objectives

A key audience for the World Health Day 2014 campaign on neglected tropical diseases was travellers Events were organized at major international airports with a customized boarding card that advised travellers on how to protect themselves from vector-borne diseases

CASE STUDY

Strategic approach lt W H O C A M P A I G N H A N D B O O K 13

14 W H O C A M P A I G N H A N D B O O K gt Products

REMEMBER

Campaign materials at headquarters are produced by the Department of Communications (DCO) in collaboration with relevant technical focal points What materials we produce depends on the campaign objectives available budget human resources existing materials and demand from target audiences and other stakeholders

The WHO logo should appear on all campaign products (see Box 3 page 20)

DCO focal points httpintranetwhointhomesdcocontacts

PRODUCTS

Take time in the early planning stages to scan what WHO ndash and partners ndash have done in the past on similar campaigns or on the health topic at the core of the campaign Ask for campaign reports and talk to people who were involved to get a sense of what worked and what didnrsquot and how your campaign will contribute something new and useful

Products lt W H O C A M P A I G N H A N D B O O K 15

REMEMBER

Flagship campaigns may include some or all of the following products

bull theme announcementbull slogan and key messagesbull toolkit for campaign engagementbull technical materialbull fact sheetsbull factfilesbull postersbull infographicsbull videosbull public service announcementsbull photosbull feature storiesbull media advisorybull talking pointsbull news releasebull video package

Campaign products should follow the ldquoseven Csrdquo for communicating effectively Use these as a checklist when developing your campaign materials

Command attentionClarify the messageCommunicate a benefitBe Consistent (with all other materials)Cater to both the heart and the head Create trustInclude a Call to action

16 W H O C A M P A I G N H A N D B O O K gt Products

THEME

The theme identifies the topic or issue of the campaign The theme should not be confused with the slogan

At global level the campaign theme should be announced on a single dedicated page on the WHO website well in advance of the campaign date For World Health Day aim for nine months in advance For other campaigns post as early as possible This essentially signals the campaign ldquokick-offrdquo and can be tied to a launch event In addition to a concise summary of the campaign the announcement should also include links to related information on the WHO website

World Immunization Week 2013 httpwwwwhointcampaignsimmunization-week2013event

SLOGAN

The slogan is a catchy or highly memorable phrase that hooks audience interest and captures the spirit of the campaign Many slogans are language-specific and may not translate well literally

Regional offices are encouraged to share slogan ideas they are considering with headquarters and other regional offices so that these can be factored into the planning and development of products across the Organization Increasingly slogans are incorporated into Twitter hashtags too

KEY MESSAGES

Top-line key messages are those three or four points that encapsulate the campaign They should include a ldquocall to actionrdquo backed up by supporting evidence

Headquarters following consultation with regional offices and key partners aims to finalize key messages at least three months in advance of all flagship campaigns The messages are posted on the campaign website and translated into the six official languages of WHO

Products lt W H O C A M P A I G N H A N D B O O K 17

THEME

The theme identifies the topic or issue of the campaign The theme should not be confused with the slogan

At global level the campaign theme should be announced on a single dedicated page on the WHO website well in advance of the campaign date For World Health Day aim for nine months in advance For other campaigns post as early as possible This essentially signals the campaign ldquokick-offrdquo and can be tied to a launch event In addition to a concise summary of the campaign the announcement should also include links to related information on the WHO website

World Immunization Week 2013 httpwwwwhointcampaignsimmunization-week2013event

SLOGAN

The slogan is a catchy or highly memorable phrase that hooks audience interest and captures the spirit of the campaign Many slogans are language-specific and may not translate well literally

Regional offices are encouraged to share slogan ideas they are considering with headquarters and other regional offices so that these can be factored into the planning and development of products across the Organization Increasingly slogans are incorporated into Twitter hashtags too

KEY MESSAGES

Top-line key messages are those three or four points that encapsulate the campaign They should include a ldquocall to actionrdquo backed up by supporting evidence

Headquarters following consultation with regional offices and key partners aims to finalize key messages at least three months in advance of all flagship campaigns The messages are posted on the campaign website and translated into the six official languages of WHO

Products lt W H O C A M P A I G N H A N D B O O K 17

Key messages help focus and unify the way all WHO offices communicate the idea and objectives at the core of the campaign A certain degree of consistency in messages used across the Organization with adaptation at regional and country level as appropriate usually works best

World Health Day 2014 httpwwwwhointcampaignsworld-health-day2014key-messages

TOOLKIT FOR CAMPAIGN ENGAGEMENT

Toolkits are not systematically produced by headquarters for all flagship campaigns but are a valuable addition to campaign packages Increasingly toolkits are made available online Their purpose is to help people get involved in the campaign DCO has produced several such toolkits called Campaign essentials They included information on the goal and objectives theme and slogan target audiences and key messages of the campaign They served as a concise guide on what the campaign was about and a ldquohow tordquo guide for engagement

Toolkits should be available for public use three months in advance of the campaign date Inclusion of graphic files for posters banners and other promotional products can help engagement

Regional and country offices are encouraged to translate and adapt toolkits It is useful for the headquarters team to be kept informed of translations in development or finalized

18 W H O C A M P A I G N H A N D B O O K gt Products

Campaign essentials World Health Day 2013 httpwwwwhointcampaignsworld-health-day2013campaign_essentials

Products lt W H O C A M P A I G N H A N D B O O K 19

BOX 3 THE WHO LOGO

Use of the WHO logo on an information product produced by WHO staff indicates that the product has been published by WHO that it represents high technical and scientific standards and that it is fully consistent with the Organizationrsquos policies and priorities The WHO logo should appear on all products published by WHO whether in hard or electronic copy

Appearance and positioning

Only one WHO logo should appear on our information products The appearance and positioning of the WHO logo should comply with the WHO visual identity guidelines

The logo should be clearly visible on information materials The name of the Organization written in full should appear in conjunction with the emblem The only exception to this is when space restrictions force the usage of the acronym (eg on the spine of a book)

The logo can be used in blue black or white When the black or blue logo is used it should be against a white or light coloured background When the white logo is used it should be against a black or dark coloured background The recommended version with different background tones is shown below

20 W H O C A M P A I G N H A N D B O O K gt Products

Languages

The logo is available in Arabic Chinese English French Russian and Spanish The logo should be in the same language as the information product on which it appears For all languages except Arabic the name of the Organization is placed on the right of the emblem

Graphic files of the logo can be downloaded from httpintranetwhointhomesdcologo

Visual identity guidelines

English httpintranetwhointhomesdcodocumentswho-guidelines-en4[1]pdf

French httpintranetwhointhomesdcodocumentswho-guidelines-fr4[1]pdf

Products lt W H O C A M P A I G N H A N D B O O K 21

Languages

The logo is available in Arabic Chinese English French Russian and Spanish The logo should be in the same language as the information product on which it appears For all languages except Arabic the name of the Organization is placed on the right of the emblem

Graphic files of the logo can be downloaded from httpintranetwhointhomesdcologo

Visual identity guidelines

English httpintranetwhointhomesdcodocumentswho-guidelines-en4[1]pdf

French httpintranetwhointhomesdcodocumentswho-guidelines-fr4[1]pdf

Products lt W H O C A M P A I G N H A N D B O O K 21

TECHNICAL MATERIAL

New technical materials issued during campaigns such as policy briefs for national decision-makers provide detailed information about the particular health topic beyond what is possible in shorter materials such as fact sheets and brochures Technical materials are also a good vehicle for highlighting what can be done by different audiences such as ministries of health nongovernmental organizations and health-care professionals to encourage and focus action Concise technical material with good data can also really help engage journalists in campaign issues

Global brief for World Health Day 2012 httpwwwwhointageingpublicationswhd2012_global_brief

22 W H O C A M P A I G N H A N D B O O K gt Products

FACT SHEETS

Fact sheets are WHOrsquos most popular information products They provide general information about health topics of global concern They generally follow a standard template that includes key facts disease burden methods of prevention and treatment and WHO response A new or updated fact sheet on the campaign topic should be available on the WHO website for all flagship campaigns

WHO fact sheets httpwwwwhointmediacentrefactsheets

FACTFILES

Factfiles are web products that are presented in the form of a photo feature They generally consist of approximately ten photos with accompanying short texts

Measles factfile

Products lt W H O C A M P A I G N H A N D B O O K 23

POSTERS

At their best posters encapsulate a campaign and stimulate wide engagement while also promoting WHOrsquos work and public health priorities Poster graphics can provide a common visual thread linking products and activities across the world

Staff responsible for poster design should keep in mind the overall campaign concept and target audiences throughout the development process As with other core campaign products the more posters and visuals resemble each other across offices the more coherent and global the campaign looks

Headquarters consults with communications colleagues in regional offices on initial poster concepts in order to ensure that regional needs are taken into account in the development and design process

INFOGRAPHICS

Use of infographics has exploded in recent years as a visual way of presenting complex information quickly and clearly Done well infographics can give a campaign a noticeable boost as they are easily shareable through online and social media channels

24 W H O C A M P A I G N H A N D B O O K gt Products

PDF of English version of infographic httpwwwwhointcampaignsworld-health-day2014infographic

Products lt W H O C A M P A I G N H A N D B O O K 25

VIDEOS

Similar to posters professionally-produced videos with a strong concept can be a central campaign element to stimulate engagement very quickly Videos can be embedded on campaign websites linked from social media channels broadcast on network television and played at campaign events Distribution channels should be decided at the conceptualization stage and preferably broadcast space secured Whenever possible time the release of a campaign video sufficiently in advance of campaign day and promote it aggressively to allow online traffic to build If the target channel is broadcast television check with broadcasters on required length

Public service announcements

Public service announcements (PSAs) are short videos (generally 30 seconds exactly) produced for a wide audience and broadcast by television channels A well-conceived concept is more important than flashy production The storyline and messages should be simple and clear With fierce competition for television time an original and innovative hook is key Check the specifications of the broadcasters that you are targeting beforehand The format for television broadcast is full HD format 1920 x 1080 pixels All source material should be created in this format to ensure coherent technical quality Check whether broadcasters require NTSC or PAL format and the required compression for the video master file Some broadcasters charge a fee others donrsquot If fees are requested check whether there are reduced rates for public health content PSAs can also be posted on websites and shared through social media

Healthy ageing adding life to years httpswwwyoutubecomwatchv=LL-TJjCJPaIamplist=PL1F160112BFDBC1D5

26 W H O C A M P A I G N H A N D B O O K gt Products

REMEMBER

Obtaining written consent for photo and video material

WHO should have permission from the photographercopyright holder for all photos used on information products and on online platforms The source should be appropriately credited

Photographic or video material that depicts identifiable individuals alone or in a group as a main focus should normally only be disseminated by WHO if consent (preferably written) has been obtained from the individual(s) portrayed or their parent(s) or guardian(s) This requirement applies both to material with WHO copyright and to photographic and video material owned by others but used with permission by WHO (see Annex 1 for the standard WHO consent form)

PHOTOS

Good use of photos in campaign materials can bring a campaign to life and help create audience engagement

Always use high-quality photos that are relevant to the campaign and the text they are meant to illustrate Often a strong photo and a well-written caption are worth more than several paragraphs of text

Tare care when selecting photos to ensure that the photo can be clearly seen at the size at which it will be used

The WHO Photo Library is a good source of photos for use in WHO campaign material It includes photos that can be used by all WHO staff on a wide variety of topics

When on mission you are encouraged to take quality photos that can be used in print and online materials to illustrate public health issues and WHOrsquos work Send good photos to photolibrarywhoint for possible inclusion in the Photo Library The photographerrsquos name location of photo taken date taken and brief

Products lt W H O C A M P A I G N H A N D B O O K 27

description of image should be provided together with signed consent forms when appropriate

For specific needs it may be necessary to engage a professional photographer At headquarters contact the DCO audio-visual team (at email photolibrarywhoint) for support with photography

WHO Photo Library httpintranetwhointtoolsphotolibrary

BOX 4 CREDITING SOURCES AND SUPPLIERS

For photos posted on the WHO website the name of the photographer is acknowledged immediately under the bottom right-hand corner of the photo in the format Organizationname of photographer (with first initial and surname of the photographer)

In reports and other publications photographers graphic design and printing companies are generally credited in a dedicated acknowledgements section Campaign posters should not include the names of photographers or graphic designers

FEATURE STORIES

Feature stories include human-interest stories and testimonials from real people and are a way of highlighting how WHO works in countries with national authorities and partners in support of specific health goals Look for opportunities to gather material for feature stories for example while on duty travel If you plan to feature individuals make sure that you have their consent

MEDIA ADVISORY

A media advisory is sent to journalists to inform them of new informationevents that we would like them to report on It should include information on what when where who and why Media advisories are generally sent to journalists several days in advance of an event (see Annex 2 for an example of a media advisory)

28 W H O C A M P A I G N H A N D B O O K gt Products

BOX 5 TRANSLATION

Decide what you want to translate early on Build in plenty of time for clearance and translation so that all translated versions can be released simultaneously or at least within a short time of the original

At headquarters the translation unit (LNG) is responsible for translations Liaise with LNG early to find out how much time will be required for translation and what it will cost Materials sent for translation should be final

TALKING POINTS

The purpose of talking points is to provide a common set of messages that can be used by staff across the Organization to ensure consistency in media products and interviews DCO prepares talking points for all flagship campaigns Regional and country offices can build on and adapt these talking points to produce messages that are relevant to their own contexts

NEWS RELEASES

News releases or other media products may be produced by headquarters or regional or country offices Keep headlines short and compelling focusing on what is new Include the most important information at the beginning of the release Quote relevant experts Advice can be sought from headquarters on media products being planned at regional or country level Release dates and times of media products for campaigns should as much as possible be coordinated across the Organization

VIDEO PACKAGE

A video package with material relevant to the campaign can be provided to broadcasters for insertion in news reports These packages generally consist of video soundbites cutaway shots and B-roll Content intended for TV broadcast should be in full HD format 1920 x 1080 pixels

Products lt W H O C A M P A I G N H A N D B O O K 29

30 W H O C A M P A I G N H A N D B O O K gt Engaging with external entities

30 W H O C A M P A I G N H A N D B O O K gt Engaging with external entities

WHO works with a diverse range of external entities governments intergovernmental and other UN organizations and non-State actors (which include nongovernmental organizations private sector entities philanthropic foundations and academic institutions)

Strong engagement of external entities is a key success factor of global health campaigns Engagement early in the campaign planning process increases the likelihood of buy-in and coordinated action

Collaboration with external entitles on our public health campaigns is governed by the same principles as collaboration with external entities on any other matter In short collaborations should

bull demonstrate a clear benefit to public health

bull support and enhance the scientific and evidence-based approach that underpins WHOrsquos work

bull be actively managed so as to reduce and mitigate any form of risk to WHO (including conflicts of interest) and

bull be conducted on the basis of transparency openness inclusiveness accountability integrity and mutual respect

When considering engagement with external entities always keep in mind the potential benefits to WHO as well as what the other entities stand to gain Establish clear terms for engagement at the outset where possible

A framework for engagement with non-State actors is being reviewed by WHOrsquos governing bodies When approved it will be applicable to the involvement of non-State actors in global health campaigns as well as to all other areas of our work

ENGAGING WITH EXTERNAL ENTITIES

Engaging with external entities lt W H O C A M P A I G N H A N D B O O K 31

MEMBER STATESNational governments are key partners at country level most often through the ministry of health Government participation can be an important means of securing support from other external entities and reaching a wider national audience than would be possible by WHO alone

For some campaigns correspondence may be sent directly from WHO headquarters to ministry officials with a copy to regional and country focal points Generally however responsibility for liaising with national governments on campaigns rests with the heads of WHO country offices taking into account guidance provided by headquarters andor regional colleagues and adapted for the national context

NON-STATE ACTORSNon-state actors include nongovernmental organizations private sector entities philanthropic foundations and academic institutions Nongovernmental organizations include grass roots community organizations civil society groups and networks grass roots organizations professional groups disease-specific groups and patient groups Private sector entities are commercial enterprises Philanthropic foundations are non-profit entities whose assets are provided by donors and whose income is spent on socially useful causes Academic institutions are engaged in the pursuit and dissemination of knowledge through research education and training

Think carefully about how non-profit entities can help achieve campaign objectives The networks and resources (human financial and logistical) of such organizations can help us reach beyond our traditional audiences and to advocate for changes that are required to address public health issues They can spur engagement and action through newsletters community activities social media channels and grass roots awareness-raising events

Collaboration with the private sector is bound by strict regulations Consult with the Department of Policy and Strategic Directions (PSD) mdash through nonstateactorswhoint mdash on any collaboration that you are considering with private sector entities PSD will consult with the Office of the Legal Counsel (LEG) if necessary

Determining which organizations to target and how to engage them early in the planning process is the best means of securing effective collaboration A good starting point is to consider nongovernmental organizations in official relations with WHO

32 W H O C A M P A I G N H A N D B O O K gt Engaging with external entities

MEMBER STATESNational governments are key partners at country level most often through the ministry of health Government participation can be an important means of securing support from other external entities and reaching a wider national audience than would be possible by WHO alone

For some campaigns correspondence may be sent directly from WHO headquarters to ministry officials with a copy to regional and country focal points Generally however responsibility for liaising with national governments on campaigns rests with the heads of WHO country offices taking into account guidance provided by headquarters andor regional colleagues and adapted for the national context

NON-STATE ACTORSNon-state actors include nongovernmental organizations private sector entities philanthropic foundations and academic institutions Nongovernmental organizations include grass roots community organizations civil society groups and networks grass roots organizations professional groups disease-specific groups and patient groups Private sector entities are commercial enterprises Philanthropic foundations are non-profit entities whose assets are provided by donors and whose income is spent on socially useful causes Academic institutions are engaged in the pursuit and dissemination of knowledge through research education and training

Think carefully about how non-profit entities can help achieve campaign objectives The networks and resources (human financial and logistical) of such organizations can help us reach beyond our traditional audiences and to advocate for changes that are required to address public health issues They can spur engagement and action through newsletters community activities social media channels and grass roots awareness-raising events

Collaboration with the private sector is bound by strict regulations Consult with the Department of Policy and Strategic Directions (PSD) mdash through nonstateactorswhoint mdash on any collaboration that you are considering with private sector entities PSD will consult with the Office of the Legal Counsel (LEG) if necessary

Determining which organizations to target and how to engage them early in the planning process is the best means of securing effective collaboration A good starting point is to consider nongovernmental organizations in official relations with WHO

32 W H O C A M P A I G N H A N D B O O K gt Engaging with external entities

Information on the Framework of engagement with non-State actors and nongovernmental organizations in official relations with WHO httpwwwwhointaboutwho_reformnon-state-actors

GOODWILL AMBASSADORS

Celebrities and high-profile individuals can add value to public health campaigns when speaking on behalf of WHO as Goodwill Ambassadors Detailed research should be done on individuals concerned however before entering into any agreements

Consider previous support that the individual under consideration has provided to related causes Ask PSD to provide a due diligence check clearly indicating the purpose for which you are considering engaging the individual Consider carefully the time and effort that will be required to manage the relationship Responsibility for approving the engagement of a Goodwill Ambassador rests with the Director-General or regional director concerned upon advice from PSD LEG and DCO When Goodwill Ambassadors are engaged the WHO staff member managing the relationship is responsible for ensuring that the individual uses clear consistent and approved messages

A simple way for celebrities and high-profile individuals to show support for a campaign without entering into an agreement with WHO is through their social media channels (see section on social media)

REMEMBER

Individuals holding or running for political office shall not be designated as Goodwill Ambassadors or Messengers of Peace to avoid the appearance of vested political interest or the perception of external influence in the selection process

The designation of immediate family members of individuals holding or running for political office as well as members of Royal Households is discouraged

Engaging with external entities lt W H O C A M P A I G N H A N D B O O K 33

34 W H O C A M P A I G N H A N D B O O K gt Events

Events for public health campaigns can help increase engagement on a specific public health issue Examples of events are community walks sports days concerts panel discussions photo and art competitions training workshops and public debates

For each event identify clear objectives target audiences available staff and financial resources as well as which partners should be involved and how best they can provide support Think about possible event locations what materials will be needed and in what languages and media outreach

Event planning and coordination takes a lot of time and effort The decision to hold an event should be based on a thorough consideration of the added value of such an event to the campaign and the opportunity costs

Events fall into four broad categories which may overlap

bull public events targeting the general public

bull technical events for and involving mainly technical experts

bull advocacy events for Member States public health partners and civil society

bull internal events for WHO staff

EVENTS

Events lt W H O C A M P A I G N H A N D B O O K 35

The 3D exhibit used at Heathrow airport for our 2014 World Health Day campaign was reproduced for use at WHO headquarters to engage staff

36 W H O C A M P A I G N H A N D B O O K gt Events

The 3D exhibit used at Heathrow airport for our 2014 World Health Day campaign was reproduced for use at WHO headquarters to engage staff

36 W H O C A M P A I G N H A N D B O O K gt Events

CASE STUDY

World No Tobacco Day 2014The headquarters campaign team organized an online event for the World No Tobacco Day campaign on raising taxes on tobacco Using Webex technology the event offered a platform for speakers from Australia India and the Philippines to talk about their involvement in advocating for additional taxes on tobacco

Online events should be considered as a possible alternative to in-person events given their lower cost and potentially wider reach Reliable technology is essential for a successful event however Rigorous testing of equipment prior to the event is vital

Events lt W H O C A M P A I G N H A N D B O O K 37

38 W H O C A M P A I G N H A N D B O O K gt Reaching our audiences

Dedicate time in the early planning stages of the campaign to determine which channels will be most effective for reaching target audiences Generally use of multiple channels increases the chances of reaching your audiences with key messages Remember to factor in the channels most used and preferred by target audiences the resources (both human and financial) required the political environment and past experience

Examples of effective outreach channels include

bull the WHO websitebull news media (print and broadcast)bull social media platformsbull SMSbull emailbull face-to-face meetings

THE WHO WEBSITEThe WHO website is one of our key channels for communicating about the work of the Organization (the site receives on average 300 000 visits per day1) Aim to post core material for flagship campaigns such as fact sheets posters and any new technical material on the website in English three months in advance of the campaign day

This gives people interested in getting involved time to use and adapt the materials for their own products and events It also allows time for translation into other languages Headquarters publishes the site in the other five official languages in the lead-up to the campaign The global campaign website should include links to regional campaign sites when available Cross-linking of WHO sites is encouraged as it can increase traffic to WHO campaign pages overall

Ensure that all material on the WHO website relating to the topic of the campaign is up-to-date and consistent in the lead-up to the campaign

REACHING OUR AUDIENCES

1 As at October 2014

Reaching our audiences lt W H O C A M P A I G N H A N D B O O K 39

REMEMBER

NEWS MEDIA

Engaging news media mdash whether print online radio andor television mdash early on with well-conceived pitches can help us reach large targeted audiences if done well News media have a huge influence globally and locally on what the general public and political leaders deem important To maximize chances of good media coverage

bull take time to find out what the media want in a story (this may be different for different news outlets)

bull determine which news agencies serve the audiences that you are targetingbull provide all information in a clear accurate and timely mannerbull offer good spokespersons technical experts andor high-profile speakersbull provide photo opportunities andor high resolution photos for downloadbull use a broad range of media channels to reach different target groups

The traditional way of highlighting an event to the press is through a press release and a press conference Think about advance pitching by email or phone to help frame how the news is reported Proactive media outreach should be handled by a communications officer

BOX 6 TIPS FOR PITCHINGbull Do your research Find out which journalists have shown an interest in

your issue in the past bull Get to the point quickly and stay focusedbull Be professional and friendly Even if the journalist is not interested this

time heshe might be next time

Use web analytics to find out what materials are most popular and how the volume of traffic compares with previous campaigns Results can be used to guide the content and structure of campaign websites in subsequent years

40 W H O C A M P A I G N H A N D B O O K gt Reaching our audiences

Finding an angle

It is important to illustrate how global issues highlighted in our public health campaigns impact local communities and families everywhere Human-interest stories and testimonials from real people appeal to the media and the public

Embargoes

An embargo fixes the time at which new informationmaterial from WHO can be released into the public domain Generally we only place embargos on new material that includes unpublished data is felt to be particularly newsworthy andor is of a length that may require several days to review in detail

REMEMBER

What producers and reporters want

bull the latest accurate statistics

bull fresh perspectives on an issue

bull unexpected or surprising facts or trends

bull issues that stimulate dabate

bull stories that generate increased viewership or readership

Reaching our audiences lt W H O C A M P A I G N H A N D B O O K 41

For more information on preparing for interviews and press conferences see Annex 3

Media spokespersons

WHO staff can and are encouraged to speak with reporters and on radio and telephone programmes Good preparation with communications staff (and peers if feasible) before interviews ndash particularly live interviews ndash is essential even for the most experienced spokespersons As a general rule talking points should be developed with communications focal points prior to the interview

When feasible communications staff should listen to interviews recorded by WHO technical staff and provide feedback Communications staff should look out for copies of any articles resulting from an interview with a WHO staff member In the event of factual errors in a media story the communications focal point should alert the journalist It is the joint responsibility of both interviewees and communications officers to alert their supervisors and DCO of any real or potential risks to WHOrsquos reputation

42 W H O C A M P A I G N H A N D B O O K gt Reaching our audiences

REMEMBER

Pre-recorded audio podcasts from individuals (either WHO staff or people working outside of WHO eg from ministries of health or other partner organizations) particularly people who are known or respected by radio audiences can be an effective way of reaching large audiences This is particularly true in areas with no or limited television coverage As with all communications framing messages in a way that is relevant to target audiences will lead to better results

SOCIAL MEDIA

Social media platforms ndash such as Facebook Twitter YouTube Instagram and Google+ ndash can help engage wide audiences including grass roots communities in both online discussions and offline activities for public health campaigns Rapid dissemination of campaign material through these platforms makes them valuable in terms of reaching audiences quickly

WHO communicates on social media to provide timely information relevant to the general public communicate health risks and build relationships based on trust so that people make safe and healthy choices

WHO headquarters maintains a single account on select social media platforms on behalf of the entire headquarters office Some regional and country offices also have official social media accounts Community managers of WHO social media accounts should at a minimum have undergone WHO social media training They must also understand the Organization and have the authority to represent it All plans for campaigns should be in accordance with WHO social media policy

Staff members can promote the campaign through their personal social media accounts but should take care to ensure that posts are in line with key messages link to materials produced for the campaign and be in accordance with WHO social media policy

Reaching our audiences lt W H O C A M P A I G N H A N D B O O K 43

Planning for social media should be an integral part of campaign planning Begin discussions with your social media focal point at least six weeks in advance of the campaign day to allow time for research inclusion in the editorial calendar sharing of plans with partners and preparing of posts and tweets Social media teams at headquarters and other offices should share social media plans with one another to ensure a coordinated approach across the Organization

As far as possible posts should link to materials on the WHO website or other WHO social media platforms (cross-promotion) Fact sheets photo stories feature stories speeches by the Director-General questions and answers factfiles infographics videos and posters are all popular on our social media channels Materials should be prioritized Too many posts can be counterproductive

BOX 7 TOP TIPS FOR EFFECTIVE SOCIAL MEDIA

1 Do your research Find out whether there are influential individualsgroups talking about your issue on social media What are they saying What hashtags are they using Keep this in mind as you develop your social media plan It may be worth contacting them (further research will likely be needed to find ways of contacting them) to encourage them to tweet about the campaign

2 Build networks Inform core partners of your social media plans Encourage them to post on their own channels about the campaign

3 Plan your posts Work with the social media team on a plan for posting What materials will be posted and when Finalize materials early allowing time for preparation of posts and tweets and sharing with partners (the day of the campaign is not your deadline)

4 Ensure that a technical expert is available Make sure that a technical expert on the campaign subject is available to the social media team (by telephone and email) to help answer questions from the general public on the day of posts or tweets Social media is a forum for two-way communication Followers with questions expect answers

44 W H O C A M P A I G N H A N D B O O K gt Reaching our audiences

For topics of interest to our social media audience a question and answer session on Twitter or Facebook can be considered

WHO social media policies httpintranetwhointhomesnewpolicies

Platform Format Address

Facebook Words images video httpswwwfacebookcomWHO

Google+ Words images video httpsplusgooglecom+who

Instagram Photos worldhealthorganization httpsinstagramcomworldhealthorganization

Storify Words images video httpsstorifycomwho

Twitter Words images WHO httpstwittercomwho

YouTube video httpswwwyoutubecomuserwho

Reaching our audiences lt W H O C A M P A I G N H A N D B O O K 45

Finding an angle

It is important to illustrate how global issues highlighted in our public health campaigns impact local communities and families everywhere Human-interest stories and testimonials from real people appeal to the media and the public

Embargoes

An embargo fixes the time at which new informationmaterial from WHO can be released into the public domain Generally we only place embargos on new material that includes unpublished data is felt to be particularly newsworthy andor is of a length that may require several days to review in detail

REMEMBER

What producers and reporters want

bull the latest accurate statistics

bull fresh perspectives on an issue

bull unexpected or surprising facts or trends

bull issues that stimulate dabate

bull stories that generate increased viewership or readership

Reaching our audiences lt W H O C A M P A I G N H A N D B O O K 41

For more information on preparing for interviews and press conferences see Annex 3

Media spokespersons

WHO staff can and are encouraged to speak with reporters and on radio and telephone programmes Good preparation with communications staff (and peers if feasible) before interviews ndash particularly live interviews ndash is essential even for the most experienced spokespersons As a general rule talking points should be developed with communications focal points prior to the interview

When feasible communications staff should listen to interviews recorded by WHO technical staff and provide feedback Communications staff should look out for copies of any articles resulting from an interview with a WHO staff member In the event of factual errors in a media story the communications focal point should alert the journalist It is the joint responsibility of both interviewees and communications officers to alert their supervisors and DCO of any real or potential risks to WHOrsquos reputation

42 W H O C A M P A I G N H A N D B O O K gt Reaching our audiences

REMEMBER

Pre-recorded audio podcasts from individuals (either WHO staff or people working outside of WHO eg from ministries of health or other partner organizations) particularly people who are known or respected by radio audiences can be an effective way of reaching large audiences This is particularly true in areas with no or limited television coverage As with all communications framing messages in a way that is relevant to target audiences will lead to better results

SOCIAL MEDIA

Social media platforms ndash such as Facebook Twitter YouTube Instagram and Google+ ndash can help engage wide audiences including grass roots communities in both online discussions and offline activities for public health campaigns Rapid dissemination of campaign material through these platforms makes them valuable in terms of reaching audiences quickly

WHO communicates on social media to provide timely information relevant to the general public communicate health risks and build relationships based on trust so that people make safe and healthy choices

WHO headquarters maintains a single account on select social media platforms on behalf of the entire headquarters office Some regional and country offices also have official social media accounts Community managers of WHO social media accounts should at a minimum have undergone WHO social media training They must also understand the Organization and have the authority to represent it All plans for campaigns should be in accordance with WHO social media policy

Staff members can promote the campaign through their personal social media accounts but should take care to ensure that posts are in line with key messages link to materials produced for the campaign and be in accordance with WHO social media policy

Reaching our audiences lt W H O C A M P A I G N H A N D B O O K 43

Planning for social media should be an integral part of campaign planning Begin discussions with your social media focal point at least six weeks in advance of the campaign day to allow time for research inclusion in the editorial calendar sharing of plans with partners and preparing of posts and tweets Social media teams at headquarters and other offices should share social media plans with one another to ensure a coordinated approach across the Organization

As far as possible posts should link to materials on the WHO website or other WHO social media platforms (cross-promotion) Fact sheets photo stories feature stories speeches by the Director-General questions and answers factfiles infographics videos and posters are all popular on our social media channels Materials should be prioritized Too many posts can be counterproductive

BOX 7 TOP TIPS FOR EFFECTIVE SOCIAL MEDIA

1 Do your research Find out whether there are influential individualsgroups talking about your issue on social media What are they saying What hashtags are they using Keep this in mind as you develop your social media plan It may be worth contacting them (further research will likely be needed to find ways of contacting them) to encourage them to tweet about the campaign

2 Build networks Inform core partners of your social media plans Encourage them to post on their own channels about the campaign

3 Plan your posts Work with the social media team on a plan for posting What materials will be posted and when Finalize materials early allowing time for preparation of posts and tweets and sharing with partners (the day of the campaign is not your deadline)

4 Ensure that a technical expert is available Make sure that a technical expert on the campaign subject is available to the social media team (by telephone and email) to help answer questions from the general public on the day of posts or tweets Social media is a forum for two-way communication Followers with questions expect answers

44 W H O C A M P A I G N H A N D B O O K gt Reaching our audiences

For topics of interest to our social media audience a question and answer session on Twitter or Facebook can be considered

WHO social media policies httpintranetwhointhomesnewpolicies

Platform Format Address

Facebook Words images video httpswwwfacebookcomWHO

Google+ Words images video httpsplusgooglecom+who

Instagram Photos worldhealthorganization httpsinstagramcomworldhealthorganization

Storify Words images video httpsstorifycomwho

Twitter Words images WHO httpstwittercomwho

YouTube video httpswwwyoutubecomuserwho

Reaching our audiences lt W H O C A M P A I G N H A N D B O O K 45

For more information on preparing for interviews and press conferences see Annex 3

Media spokespersons

WHO staff can and are encouraged to speak with reporters and on radio and telephone programmes Good preparation with communications staff (and peers if feasible) before interviews ndash particularly live interviews ndash is essential even for the most experienced spokespersons As a general rule talking points should be developed with communications focal points prior to the interview

When feasible communications staff should listen to interviews recorded by WHO technical staff and provide feedback Communications staff should look out for copies of any articles resulting from an interview with a WHO staff member In the event of factual errors in a media story the communications focal point should alert the journalist It is the joint responsibility of both interviewees and communications officers to alert their supervisors and DCO of any real or potential risks to WHOrsquos reputation

42 W H O C A M P A I G N H A N D B O O K gt Reaching our audiences

REMEMBER

Pre-recorded audio podcasts from individuals (either WHO staff or people working outside of WHO eg from ministries of health or other partner organizations) particularly people who are known or respected by radio audiences can be an effective way of reaching large audiences This is particularly true in areas with no or limited television coverage As with all communications framing messages in a way that is relevant to target audiences will lead to better results

SOCIAL MEDIA

Social media platforms ndash such as Facebook Twitter YouTube Instagram and Google+ ndash can help engage wide audiences including grass roots communities in both online discussions and offline activities for public health campaigns Rapid dissemination of campaign material through these platforms makes them valuable in terms of reaching audiences quickly

WHO communicates on social media to provide timely information relevant to the general public communicate health risks and build relationships based on trust so that people make safe and healthy choices

WHO headquarters maintains a single account on select social media platforms on behalf of the entire headquarters office Some regional and country offices also have official social media accounts Community managers of WHO social media accounts should at a minimum have undergone WHO social media training They must also understand the Organization and have the authority to represent it All plans for campaigns should be in accordance with WHO social media policy

Staff members can promote the campaign through their personal social media accounts but should take care to ensure that posts are in line with key messages link to materials produced for the campaign and be in accordance with WHO social media policy

Reaching our audiences lt W H O C A M P A I G N H A N D B O O K 43

Planning for social media should be an integral part of campaign planning Begin discussions with your social media focal point at least six weeks in advance of the campaign day to allow time for research inclusion in the editorial calendar sharing of plans with partners and preparing of posts and tweets Social media teams at headquarters and other offices should share social media plans with one another to ensure a coordinated approach across the Organization

As far as possible posts should link to materials on the WHO website or other WHO social media platforms (cross-promotion) Fact sheets photo stories feature stories speeches by the Director-General questions and answers factfiles infographics videos and posters are all popular on our social media channels Materials should be prioritized Too many posts can be counterproductive

BOX 7 TOP TIPS FOR EFFECTIVE SOCIAL MEDIA

1 Do your research Find out whether there are influential individualsgroups talking about your issue on social media What are they saying What hashtags are they using Keep this in mind as you develop your social media plan It may be worth contacting them (further research will likely be needed to find ways of contacting them) to encourage them to tweet about the campaign

2 Build networks Inform core partners of your social media plans Encourage them to post on their own channels about the campaign

3 Plan your posts Work with the social media team on a plan for posting What materials will be posted and when Finalize materials early allowing time for preparation of posts and tweets and sharing with partners (the day of the campaign is not your deadline)

4 Ensure that a technical expert is available Make sure that a technical expert on the campaign subject is available to the social media team (by telephone and email) to help answer questions from the general public on the day of posts or tweets Social media is a forum for two-way communication Followers with questions expect answers

44 W H O C A M P A I G N H A N D B O O K gt Reaching our audiences

For topics of interest to our social media audience a question and answer session on Twitter or Facebook can be considered

WHO social media policies httpintranetwhointhomesnewpolicies

Platform Format Address

Facebook Words images video httpswwwfacebookcomWHO

Google+ Words images video httpsplusgooglecom+who

Instagram Photos worldhealthorganization httpsinstagramcomworldhealthorganization

Storify Words images video httpsstorifycomwho

Twitter Words images WHO httpstwittercomwho

YouTube video httpswwwyoutubecomuserwho

Reaching our audiences lt W H O C A M P A I G N H A N D B O O K 45

REMEMBER

Pre-recorded audio podcasts from individuals (either WHO staff or people working outside of WHO eg from ministries of health or other partner organizations) particularly people who are known or respected by radio audiences can be an effective way of reaching large audiences This is particularly true in areas with no or limited television coverage As with all communications framing messages in a way that is relevant to target audiences will lead to better results

SOCIAL MEDIA

Social media platforms ndash such as Facebook Twitter YouTube Instagram and Google+ ndash can help engage wide audiences including grass roots communities in both online discussions and offline activities for public health campaigns Rapid dissemination of campaign material through these platforms makes them valuable in terms of reaching audiences quickly

WHO communicates on social media to provide timely information relevant to the general public communicate health risks and build relationships based on trust so that people make safe and healthy choices

WHO headquarters maintains a single account on select social media platforms on behalf of the entire headquarters office Some regional and country offices also have official social media accounts Community managers of WHO social media accounts should at a minimum have undergone WHO social media training They must also understand the Organization and have the authority to represent it All plans for campaigns should be in accordance with WHO social media policy

Staff members can promote the campaign through their personal social media accounts but should take care to ensure that posts are in line with key messages link to materials produced for the campaign and be in accordance with WHO social media policy

Reaching our audiences lt W H O C A M P A I G N H A N D B O O K 43

Planning for social media should be an integral part of campaign planning Begin discussions with your social media focal point at least six weeks in advance of the campaign day to allow time for research inclusion in the editorial calendar sharing of plans with partners and preparing of posts and tweets Social media teams at headquarters and other offices should share social media plans with one another to ensure a coordinated approach across the Organization

As far as possible posts should link to materials on the WHO website or other WHO social media platforms (cross-promotion) Fact sheets photo stories feature stories speeches by the Director-General questions and answers factfiles infographics videos and posters are all popular on our social media channels Materials should be prioritized Too many posts can be counterproductive

BOX 7 TOP TIPS FOR EFFECTIVE SOCIAL MEDIA

1 Do your research Find out whether there are influential individualsgroups talking about your issue on social media What are they saying What hashtags are they using Keep this in mind as you develop your social media plan It may be worth contacting them (further research will likely be needed to find ways of contacting them) to encourage them to tweet about the campaign

2 Build networks Inform core partners of your social media plans Encourage them to post on their own channels about the campaign

3 Plan your posts Work with the social media team on a plan for posting What materials will be posted and when Finalize materials early allowing time for preparation of posts and tweets and sharing with partners (the day of the campaign is not your deadline)

4 Ensure that a technical expert is available Make sure that a technical expert on the campaign subject is available to the social media team (by telephone and email) to help answer questions from the general public on the day of posts or tweets Social media is a forum for two-way communication Followers with questions expect answers

44 W H O C A M P A I G N H A N D B O O K gt Reaching our audiences

For topics of interest to our social media audience a question and answer session on Twitter or Facebook can be considered

WHO social media policies httpintranetwhointhomesnewpolicies

Platform Format Address

Facebook Words images video httpswwwfacebookcomWHO

Google+ Words images video httpsplusgooglecom+who

Instagram Photos worldhealthorganization httpsinstagramcomworldhealthorganization

Storify Words images video httpsstorifycomwho

Twitter Words images WHO httpstwittercomwho

YouTube video httpswwwyoutubecomuserwho

Reaching our audiences lt W H O C A M P A I G N H A N D B O O K 45

Planning for social media should be an integral part of campaign planning Begin discussions with your social media focal point at least six weeks in advance of the campaign day to allow time for research inclusion in the editorial calendar sharing of plans with partners and preparing of posts and tweets Social media teams at headquarters and other offices should share social media plans with one another to ensure a coordinated approach across the Organization

As far as possible posts should link to materials on the WHO website or other WHO social media platforms (cross-promotion) Fact sheets photo stories feature stories speeches by the Director-General questions and answers factfiles infographics videos and posters are all popular on our social media channels Materials should be prioritized Too many posts can be counterproductive

BOX 7 TOP TIPS FOR EFFECTIVE SOCIAL MEDIA

1 Do your research Find out whether there are influential individualsgroups talking about your issue on social media What are they saying What hashtags are they using Keep this in mind as you develop your social media plan It may be worth contacting them (further research will likely be needed to find ways of contacting them) to encourage them to tweet about the campaign

2 Build networks Inform core partners of your social media plans Encourage them to post on their own channels about the campaign

3 Plan your posts Work with the social media team on a plan for posting What materials will be posted and when Finalize materials early allowing time for preparation of posts and tweets and sharing with partners (the day of the campaign is not your deadline)

4 Ensure that a technical expert is available Make sure that a technical expert on the campaign subject is available to the social media team (by telephone and email) to help answer questions from the general public on the day of posts or tweets Social media is a forum for two-way communication Followers with questions expect answers

44 W H O C A M P A I G N H A N D B O O K gt Reaching our audiences

For topics of interest to our social media audience a question and answer session on Twitter or Facebook can be considered

WHO social media policies httpintranetwhointhomesnewpolicies

Platform Format Address

Facebook Words images video httpswwwfacebookcomWHO

Google+ Words images video httpsplusgooglecom+who

Instagram Photos worldhealthorganization httpsinstagramcomworldhealthorganization

Storify Words images video httpsstorifycomwho

Twitter Words images WHO httpstwittercomwho

YouTube video httpswwwyoutubecomuserwho

Reaching our audiences lt W H O C A M P A I G N H A N D B O O K 45

For topics of interest to our social media audience a question and answer session on Twitter or Facebook can be considered

WHO social media policies httpintranetwhointhomesnewpolicies

Platform Format Address

Facebook Words images video httpswwwfacebookcomWHO

Google+ Words images video httpsplusgooglecom+who

Instagram Photos worldhealthorganization httpsinstagramcomworldhealthorganization

Storify Words images video httpsstorifycomwho

Twitter Words images WHO httpstwittercomwho

YouTube video httpswwwyoutubecomuserwho

Reaching our audiences lt W H O C A M P A I G N H A N D B O O K 45

SMS

Short Messaging Service (or SMS) is a text messaging service component of phone web or mobile communication systems The International Telecommunication Union (ITU) estimates that there are nearly 7 billion mobile phone subscriptions around the world2

SMS is convenient and cost-effective Messages generated by SMS are delivered immediately and directly to mobile phones The potential of SMS messaging to reach new audiences is significant

WHO headquarters piloted the use of SMS messaging for World Immunization Week 2014

All WHO country offices were invited to participate As a result of the initiative SMS messages about vaccination were sent out during (or shortly after) World Immunization Week in four countries Cameroon Mauritania Sudan and Tajikistan The total estimated number of mobile phone subscribers reached was 9 million

The initiative provided a valuable snapshot of the factors that determine whether regional and country offices participate in an SMS campaign as well as the factors that determine the success of such a campaign

A general recommendation from this pilot is that future initiatives of this type should begin with research with Heads of Country Offices ITU and groups at WHO involved in mHealth projects to determine feasibility desirability and the role of the various groups and organizations

It seemed clear that given national differences regarding the public perception of use of SMS for public health campaigns further initiatives should be on an ldquoopt-inrdquo voluntary basis rather than obligatory in application

CASE STUDY

2 Source of data httpwwwituintenITU-DStatisticsDocumentsfactsICTFactsFigures2014-epdf

46 W H O C A M P A I G N H A N D B O O K gt Reaching our audiences

EMAIL

Another means of reaching target audiences quickly and at minimal cost is through email The creation of email lists of individuals and organizations interested in particular issues together with a plan for emailing core information about the campaign at appropriate intervals can help build momentum in the months leading up to the campaign day Listserves can also be an easy cost-effective way to manage and regularly inform a growing list of interested parties

FACE-TO-FACE MEETINGS

Some elements of planning for campaigns can be more effective when conducted face-to-face This is important to remember at all stages of campaign planning

Meetings with colleagues from other offices or representatives from partner organizations are opportunities to share information and ideas related to campaigns Likewise training sessions can be a useful forum for sharing best practices and identifying priorities

Reaching our audiences lt W H O C A M P A I G N H A N D B O O K 47

48 W H O C A M P A I G N H A N D B O O K gt Guidelines and standards

48 W H O C A M P A I G N H A N D B O O K gt Guidelines and standards

GUIDELINES AND STANDARDS

WHO STYLE

The WHO editorial house style ensures consistency and contributes to a corporate image across the Organization All WHO-published information produced in both hard copy and online should comply with WHO house style which includes names of Member States and conventions for spelling reference lists and bibliographies as specified in the second edition of the WHO style guide

Web content should also comply with the editorial style conventions for WHO websites

WHO style guide 2nd edition httpintranetwhointhomeswhppublishingwhocontentdevelopmentwhostyleguideshtml

Web style guides in six languages httpintranetwhointhomesolccontentwebstyleguideshtml

FACTS FIGURES MAPS AND MORE

Information products and other materials from WHO headquarters that include WHO global regional or country statistics need to be cleared by the Health Systems and Innovation (HIS) cluster (see Information Note 92011) before publication Requests for clearance should be sent to Director Health Statistics and Informatics (boermatwhoint) or Coordinator Mortality and Burden of Disease (matherscwhoint)

Advance notice of clearance requirements to the aforementioned staff can speed up the clearance process In the case of information products the final edited manuscript should also be cleared using the ePub application

Guidelines and standards lt W H O C A M P A I G N H A N D B O O K 49

Extract from an infographic produced for World Hepatitis Day 2014

If an information product or other material from a regional or country office includes WHO global regional or country statistics it should be cleared according to the procedures in place in the respective office

Map templates and standard operating procedures for their production are available on the intranet Maps that are produced using these templates and that strictly follow the standard operating procedures for WHO maps do not need to be cleared When deviations are made the approval of LEG is required requests for clearance should be sent to granzieraewhoint

WHO eManual VIII14 Clearance procedures for information products httpemanualwhointp08s01PagesVIII14Clearanceproceduresforinformationproductsaspx

Information note 92011 ldquoClearance for publication of WHO global regional and country estimatesrdquo httpintranetwhointadmininfonotes2011enshtml

Map templates and standard operation procedures for their use httpintranetwhointsitesghogisstandardsmaptemplatesindexshtml

50 W H O C A M P A I G N H A N D B O O K gt Guidelines and standards

Guidelines and standards lt W H O C A M P A I G N H A N D B O O K 51

52 W H O C A M P A I G N H A N D B O O K gt Post-campaign report

POST-CAMPAIGN REPORT

In order to determine the extent of achievement of campaign objectives and to identify best practices and areas for improvement for future campaigns a report should be prepared following all flagship campaigns Input should be requested from the relevant technical departments and regional colleagues Close collaborating partners can also be requested to provide input

A report normally includes

bull an executive summarybull recommendationsbull a list of core productsbull summaries of online media and social media work outreach

and disseminationbull eventsbull budget bull web statistics

Reports should be shared with management focal points in the technical department(s) DCO staff and regional office communications contacts

Post-campaign report lt W H O C A M P A I G N H A N D B O O K 53

ANNEX 1 CONSENT FORMConsent to use name personal story image

Background The World Health Organization (WHO) is the United Nations specialized agency for health 194 countries are members of WHO and together they work to improve the health of people around the world The Organization develops the health standards and guidelines that help governments hospitals and doctors everywhere When there are new diseases or health problems WHO can rally resources and experts to help address them The overall goal of WHO is for every person in the world to be as healthy as they can be WHO produces communications and information materials that are used to explain and promote public health

Consent I agree to have my name personal story and image (photo andor video) published by WHO for the reasons mentioned above and as explained to me I understand that WHO might use my name story and image in electronic or print form such as on the Internet and in videos or in printed materials like books reports posters and leaflets These materials may be seen or read by people in my community or anywhere else in the world WHO will own the image but will not use it to make money I also understand that WHO will not pay me for my story my image or their use

STRIKE OUT THE WORD(S) ldquoNAMErdquo OR ldquoIMAGErdquo IN THE TEXT ABOVE IF CONSENT IS NOT GIVEN FOR THEIR USE

54 W H O C A M P A I G N H A N D B O O K gt Annex 1 Consent form

FOR PERSONS 18 YEARS OLD OR OLDER

FOR PERSONS UNDER 18 YEARS OLD

FOR PERSONS WHO CANNOT READ OR WRITE

I am the subject and I have read and understood this document

SIGNATURE helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF PERSON helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

DATE helliphelliphelliphelliphellipLOCATION helliphelliphelliphelliphelliphellip CONTACT INFO helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

I am the parent or guardian of this child I have read and understood this document

SIGNATURE helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF PERSON SIGNING ON BEHALF OF SUBJECT helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF SUBJECT helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

DATE helliphelliphelliphelliphellipLOCATION helliphelliphelliphelliphelliphellip CONTACT INFO helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

I have read this document to the person whose image is being taken The person says they understand this document

SIGNATURE helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF PERSON SIGNING ON BEHALF OF SUBJECT helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF SUBJECT helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

DATE helliphelliphelliphelliphellipLOCATION helliphelliphelliphelliphelliphellip CONTACT INFO helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

Annex 1 Consent form lt W H O C A M P A I G N H A N D B O O K 55

ANNEX 2 EXAMPLE OF A MEDIA ADVISORY

What A virtual press conference on World Health Day 2014 Preventing vector-borne diseases ndash ldquoSmall bite big threatrdquo

More than half the worldrsquos population is at risk from diseases such as malaria dengue leishmaniasis Lyme disease schistosomiasis and yellow fever carried by mosquitoes flies ticks water snails and other vectors Every year more than one billion people are infected and more than one million die from vector-borne diseases

This World Health Day ndash 7 April ndash WHO is highlighting the serious and increasing threat of vector-borne diseases with the slogan ldquoSmall bite big threatrdquo

For further information about the topic

A global brief on vector-borne diseases httpwwwwhointcampaignsworld-health-day2014global-brief

For further information about the campaign httpwwwwhointcampaignsworld-health-day2014

For information in Arabic Chinese French Russian and Spanish click on language tabs at top right of httpwwwwhointcampaignsworld-health-day2014

Media advisory Invitation to a WHO virtual press conference on World Health Day 2014

56 W H O C A M P A I G N H A N D B O O K gt Annex 2 Example of a media advisory

ANNEX 1 CONSENT FORMConsent to use name personal story image

Background The World Health Organization (WHO) is the United Nations specialized agency for health 194 countries are members of WHO and together they work to improve the health of people around the world The Organization develops the health standards and guidelines that help governments hospitals and doctors everywhere When there are new diseases or health problems WHO can rally resources and experts to help address them The overall goal of WHO is for every person in the world to be as healthy as they can be WHO produces communications and information materials that are used to explain and promote public health

Consent I agree to have my name personal story and image (photo andor video) published by WHO for the reasons mentioned above and as explained to me I understand that WHO might use my name story and image in electronic or print form such as on the Internet and in videos or in printed materials like books reports posters and leaflets These materials may be seen or read by people in my community or anywhere else in the world WHO will own the image but will not use it to make money I also understand that WHO will not pay me for my story my image or their use

STRIKE OUT THE WORD(S) ldquoNAMErdquo OR ldquoIMAGErdquo IN THE TEXT ABOVE IF CONSENT IS NOT GIVEN FOR THEIR USE

54 W H O C A M P A I G N H A N D B O O K gt Annex 1 Consent form

FOR PERSONS 18 YEARS OLD OR OLDER

FOR PERSONS UNDER 18 YEARS OLD

FOR PERSONS WHO CANNOT READ OR WRITE

I am the subject and I have read and understood this document

SIGNATURE helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF PERSON helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

DATE helliphelliphelliphelliphellipLOCATION helliphelliphelliphelliphelliphellip CONTACT INFO helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

I am the parent or guardian of this child I have read and understood this document

SIGNATURE helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF PERSON SIGNING ON BEHALF OF SUBJECT helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF SUBJECT helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

DATE helliphelliphelliphelliphellipLOCATION helliphelliphelliphelliphelliphellip CONTACT INFO helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

I have read this document to the person whose image is being taken The person says they understand this document

SIGNATURE helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF PERSON SIGNING ON BEHALF OF SUBJECT helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF SUBJECT helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

DATE helliphelliphelliphelliphellipLOCATION helliphelliphelliphelliphelliphellip CONTACT INFO helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

Annex 1 Consent form lt W H O C A M P A I G N H A N D B O O K 55

ANNEX 2 EXAMPLE OF A MEDIA ADVISORY

What A virtual press conference on World Health Day 2014 Preventing vector-borne diseases ndash ldquoSmall bite big threatrdquo

More than half the worldrsquos population is at risk from diseases such as malaria dengue leishmaniasis Lyme disease schistosomiasis and yellow fever carried by mosquitoes flies ticks water snails and other vectors Every year more than one billion people are infected and more than one million die from vector-borne diseases

This World Health Day ndash 7 April ndash WHO is highlighting the serious and increasing threat of vector-borne diseases with the slogan ldquoSmall bite big threatrdquo

For further information about the topic

A global brief on vector-borne diseases httpwwwwhointcampaignsworld-health-day2014global-brief

For further information about the campaign httpwwwwhointcampaignsworld-health-day2014

For information in Arabic Chinese French Russian and Spanish click on language tabs at top right of httpwwwwhointcampaignsworld-health-day2014

Media advisory Invitation to a WHO virtual press conference on World Health Day 2014

56 W H O C A M P A I G N H A N D B O O K gt Annex 2 Example of a media advisory

FOR PERSONS 18 YEARS OLD OR OLDER

FOR PERSONS UNDER 18 YEARS OLD

FOR PERSONS WHO CANNOT READ OR WRITE

I am the subject and I have read and understood this document

SIGNATURE helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF PERSON helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

DATE helliphelliphelliphelliphellipLOCATION helliphelliphelliphelliphelliphellip CONTACT INFO helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

I am the parent or guardian of this child I have read and understood this document

SIGNATURE helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF PERSON SIGNING ON BEHALF OF SUBJECT helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF SUBJECT helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

DATE helliphelliphelliphelliphellipLOCATION helliphelliphelliphelliphelliphellip CONTACT INFO helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

I have read this document to the person whose image is being taken The person says they understand this document

SIGNATURE helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF PERSON SIGNING ON BEHALF OF SUBJECT helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

NAME OF SUBJECT helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

DATE helliphelliphelliphelliphellipLOCATION helliphelliphelliphelliphelliphellip CONTACT INFO helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip

Annex 1 Consent form lt W H O C A M P A I G N H A N D B O O K 55

ANNEX 2 EXAMPLE OF A MEDIA ADVISORY

What A virtual press conference on World Health Day 2014 Preventing vector-borne diseases ndash ldquoSmall bite big threatrdquo

More than half the worldrsquos population is at risk from diseases such as malaria dengue leishmaniasis Lyme disease schistosomiasis and yellow fever carried by mosquitoes flies ticks water snails and other vectors Every year more than one billion people are infected and more than one million die from vector-borne diseases

This World Health Day ndash 7 April ndash WHO is highlighting the serious and increasing threat of vector-borne diseases with the slogan ldquoSmall bite big threatrdquo

For further information about the topic

A global brief on vector-borne diseases httpwwwwhointcampaignsworld-health-day2014global-brief

For further information about the campaign httpwwwwhointcampaignsworld-health-day2014

For information in Arabic Chinese French Russian and Spanish click on language tabs at top right of httpwwwwhointcampaignsworld-health-day2014

Media advisory Invitation to a WHO virtual press conference on World Health Day 2014

56 W H O C A M P A I G N H A N D B O O K gt Annex 2 Example of a media advisory

ANNEX 2 EXAMPLE OF A MEDIA ADVISORY

What A virtual press conference on World Health Day 2014 Preventing vector-borne diseases ndash ldquoSmall bite big threatrdquo

More than half the worldrsquos population is at risk from diseases such as malaria dengue leishmaniasis Lyme disease schistosomiasis and yellow fever carried by mosquitoes flies ticks water snails and other vectors Every year more than one billion people are infected and more than one million die from vector-borne diseases

This World Health Day ndash 7 April ndash WHO is highlighting the serious and increasing threat of vector-borne diseases with the slogan ldquoSmall bite big threatrdquo

For further information about the topic

A global brief on vector-borne diseases httpwwwwhointcampaignsworld-health-day2014global-brief

For further information about the campaign httpwwwwhointcampaignsworld-health-day2014

For information in Arabic Chinese French Russian and Spanish click on language tabs at top right of httpwwwwhointcampaignsworld-health-day2014

Media advisory Invitation to a WHO virtual press conference on World Health Day 2014

56 W H O C A M P A I G N H A N D B O O K gt Annex 2 Example of a media advisory

When Thursday 3 April 2014 at 1000 CEST

Where Salle de Press III Palais des Nations Geneva

Speakers Dr Margaret Chan WHO Director-General

WHO media contacts Name and title Email address Telephone contacts

Annex 2 Example of a media advisory lt W H O C A M P A I G N H A N D B O O K 57

ANNEX 3 MEDIA INTERVIEWS AND PRESS CONFERENCES

CHOOSE SPOKESPEOPLE

For a successful media campaign choose people who can speak credibly and knowledgeably about the topic

When identifying spokespeople consider the following

bull Will they feel at easecan they be trained to feel at ease when speaking at a press conference andor in media interviews

bull Do they speak the languages in which interviews are likely to be conducted

bull Are they available to attend training sessions in the run-up to campaign day and to take interviews before during and after campaign day

SPOKESPERSON PREPARATION

Spokesperson training should ideally commence at least two weeks prior to the campaign day itself

A communications officer should lead spokesperson preparation sessions Before the session prepare a first draft of talking points Point form is best Key messages should be at the top Use the first part of the session to refine the talking points

If time allows use the rest of the session for interview practice You may need at least one additional session to ensure that spokespeople are familiar with the material and confident about talking in a press conference and responding to questions from journalists

58 W H O C A M P A I G N H A N D B O O K gt Annex 3 Media interviews and press conferences

Suggested format for interview practice

bull The spokesperson practises making a statement to open a press conference

bull Communication officers leading the training act as journalists They begin by asking the spokesperson questions related to the theme of the campaign day itself to allow for repetition of the key messages and build confidence They gradually introduce more challenging questions Think how to bridge back to key messages when faced with difficult questions

bull Communication officers mdash and others present mdash give verbal feedback to the spokesperson Consider whether the key messages were delivered if questions were answered whether the interviewee appeared in control not overly defensive and so on Acknowledge what was done well and give constructive feedback on what could be improved Following up with written feedback is good practice identifying areas to concentrate on in further preparation

Film the spokesperson delivering open remarks or responding to questions during practice sessions This allows them to critically review their performance and is good training for television interviews A broadcast quality camera is not necessary a smartphone or tablet will suffice

THE PRESS CONFERENCE

A press conference or press briefing may be held to mark the official campaign day either on the day itself or in advance The aim of the press conference is to introduce the specific theme of the day and WHOrsquos key messages Sufficient time should be allowed for questions and answers A WHO communications officer should accompany the expert designated as the spokesperson to the conference in order to direct questions from the journalists and deal with any challenging situations should they arise The spokesperson should begin the conference with brief remarks about the campaign The press release and supporting materials in appropriate languages should be available to the journalists in attendance as they help guide their questions and facilitate accurate reporting

Annex 3 Media interviews and press conferences lt W H O C A M P A I G N H A N D B O O K 59

MEDIA INTERVIEWS

Setting up Media requests for interviews should be handled by a communications officer He or she should reply to the journalist to notify them that their request is being dealt with and ask whether there is a specific area the journalist wishes to focus on (for example if they require data on a specific region) Meanwhile the communications officer should check with the spokesperson whether they wish to give the interview and at what times they are available Once this has been established the communications officer should put the spokesperson in direct contact with the journalist

The interview Giving an interview to the media is an opportunity to disseminate key WHO messages related to the campaign

While questions wherever possible should be answered directly if the journalist asks a question which the spokesperson is uncomfortable answering heshe should try to come back to the key messages ldquoWhat I can say ishelliprdquo or ldquoItrsquos important to remember thathelliprdquo are examples of phrases that can be used to ldquobridge backrdquo to key messages

After the interview ask when the piece will be publishedbroadcast so that it can be monitored

REMEMBER

There is no such thing as ldquooff the recordrdquo If journalists try to engage spokespersons in informal chats before or after the official conference stick to the talking points

Only refer to data which has already been published by WHO Do not show or hand out any documents which are not available in the public domain unless they are under embargo and clearly marked as such

Mobile phones should be switched off throughout the press conference

60 W H O C A M P A I G N H A N D B O O K gt Annex 3 Media interviews and press conferences

Tips for television interviews A communications officer should if at all possible be present for TV interviews to check the framing of the shot and the way that the spokesperson is being represented

bull Spokespersons should avoid heavily patterned clothing for an on-screen interview

bull Unless otherwise instructed the spokesperson should look directly at the interviewee and not at the camera during the interview

bull Not all TV interviews are conducted on site A journalist may request a ldquodown the linerdquo interview often using Skype Spokespersons should have a Skype account that they can use with ease with a solid internet connection and a web-cam

Tips for Skype interviews Spokespeople should still avoid heavily patterned clothing

bull Look directly at the web-cam

bull Find a quiet place to conduct the interview and sign in at least ten minutes before your slot to test the connection If you cannot hear well consider using ldquoear budrdquo headphones This is common practice with Skype TV interviews and may help to better understand an important question

bull Think about the background An office space works well A campaign poster in shot can help communicate a message Ensure that there is nothing in shot that could undermine the credibility of the Organization If you are based at headquarters you may wish to reserve the audiovisual studio which has an official WHO backdrop available To arrange use of the studio contact tvstudiowhoint

Annex 3 Media interviews and press conferences lt W H O C A M P A I G N H A N D B O O K 61

ANNEX 3 MEDIA INTERVIEWS AND PRESS CONFERENCES

CHOOSE SPOKESPEOPLE

For a successful media campaign choose people who can speak credibly and knowledgeably about the topic

When identifying spokespeople consider the following

bull Will they feel at easecan they be trained to feel at ease when speaking at a press conference andor in media interviews

bull Do they speak the languages in which interviews are likely to be conducted

bull Are they available to attend training sessions in the run-up to campaign day and to take interviews before during and after campaign day

SPOKESPERSON PREPARATION

Spokesperson training should ideally commence at least two weeks prior to the campaign day itself

A communications officer should lead spokesperson preparation sessions Before the session prepare a first draft of talking points Point form is best Key messages should be at the top Use the first part of the session to refine the talking points

If time allows use the rest of the session for interview practice You may need at least one additional session to ensure that spokespeople are familiar with the material and confident about talking in a press conference and responding to questions from journalists

58 W H O C A M P A I G N H A N D B O O K gt Annex 3 Media interviews and press conferences

Suggested format for interview practice

bull The spokesperson practises making a statement to open a press conference

bull Communication officers leading the training act as journalists They begin by asking the spokesperson questions related to the theme of the campaign day itself to allow for repetition of the key messages and build confidence They gradually introduce more challenging questions Think how to bridge back to key messages when faced with difficult questions

bull Communication officers mdash and others present mdash give verbal feedback to the spokesperson Consider whether the key messages were delivered if questions were answered whether the interviewee appeared in control not overly defensive and so on Acknowledge what was done well and give constructive feedback on what could be improved Following up with written feedback is good practice identifying areas to concentrate on in further preparation

Film the spokesperson delivering open remarks or responding to questions during practice sessions This allows them to critically review their performance and is good training for television interviews A broadcast quality camera is not necessary a smartphone or tablet will suffice

THE PRESS CONFERENCE

A press conference or press briefing may be held to mark the official campaign day either on the day itself or in advance The aim of the press conference is to introduce the specific theme of the day and WHOrsquos key messages Sufficient time should be allowed for questions and answers A WHO communications officer should accompany the expert designated as the spokesperson to the conference in order to direct questions from the journalists and deal with any challenging situations should they arise The spokesperson should begin the conference with brief remarks about the campaign The press release and supporting materials in appropriate languages should be available to the journalists in attendance as they help guide their questions and facilitate accurate reporting

Annex 3 Media interviews and press conferences lt W H O C A M P A I G N H A N D B O O K 59

MEDIA INTERVIEWS

Setting up Media requests for interviews should be handled by a communications officer He or she should reply to the journalist to notify them that their request is being dealt with and ask whether there is a specific area the journalist wishes to focus on (for example if they require data on a specific region) Meanwhile the communications officer should check with the spokesperson whether they wish to give the interview and at what times they are available Once this has been established the communications officer should put the spokesperson in direct contact with the journalist

The interview Giving an interview to the media is an opportunity to disseminate key WHO messages related to the campaign

While questions wherever possible should be answered directly if the journalist asks a question which the spokesperson is uncomfortable answering heshe should try to come back to the key messages ldquoWhat I can say ishelliprdquo or ldquoItrsquos important to remember thathelliprdquo are examples of phrases that can be used to ldquobridge backrdquo to key messages

After the interview ask when the piece will be publishedbroadcast so that it can be monitored

REMEMBER

There is no such thing as ldquooff the recordrdquo If journalists try to engage spokespersons in informal chats before or after the official conference stick to the talking points

Only refer to data which has already been published by WHO Do not show or hand out any documents which are not available in the public domain unless they are under embargo and clearly marked as such

Mobile phones should be switched off throughout the press conference

60 W H O C A M P A I G N H A N D B O O K gt Annex 3 Media interviews and press conferences

Tips for television interviews A communications officer should if at all possible be present for TV interviews to check the framing of the shot and the way that the spokesperson is being represented

bull Spokespersons should avoid heavily patterned clothing for an on-screen interview

bull Unless otherwise instructed the spokesperson should look directly at the interviewee and not at the camera during the interview

bull Not all TV interviews are conducted on site A journalist may request a ldquodown the linerdquo interview often using Skype Spokespersons should have a Skype account that they can use with ease with a solid internet connection and a web-cam

Tips for Skype interviews Spokespeople should still avoid heavily patterned clothing

bull Look directly at the web-cam

bull Find a quiet place to conduct the interview and sign in at least ten minutes before your slot to test the connection If you cannot hear well consider using ldquoear budrdquo headphones This is common practice with Skype TV interviews and may help to better understand an important question

bull Think about the background An office space works well A campaign poster in shot can help communicate a message Ensure that there is nothing in shot that could undermine the credibility of the Organization If you are based at headquarters you may wish to reserve the audiovisual studio which has an official WHO backdrop available To arrange use of the studio contact tvstudiowhoint

Annex 3 Media interviews and press conferences lt W H O C A M P A I G N H A N D B O O K 61

Suggested format for interview practice

bull The spokesperson practises making a statement to open a press conference

bull Communication officers leading the training act as journalists They begin by asking the spokesperson questions related to the theme of the campaign day itself to allow for repetition of the key messages and build confidence They gradually introduce more challenging questions Think how to bridge back to key messages when faced with difficult questions

bull Communication officers mdash and others present mdash give verbal feedback to the spokesperson Consider whether the key messages were delivered if questions were answered whether the interviewee appeared in control not overly defensive and so on Acknowledge what was done well and give constructive feedback on what could be improved Following up with written feedback is good practice identifying areas to concentrate on in further preparation

Film the spokesperson delivering open remarks or responding to questions during practice sessions This allows them to critically review their performance and is good training for television interviews A broadcast quality camera is not necessary a smartphone or tablet will suffice

THE PRESS CONFERENCE

A press conference or press briefing may be held to mark the official campaign day either on the day itself or in advance The aim of the press conference is to introduce the specific theme of the day and WHOrsquos key messages Sufficient time should be allowed for questions and answers A WHO communications officer should accompany the expert designated as the spokesperson to the conference in order to direct questions from the journalists and deal with any challenging situations should they arise The spokesperson should begin the conference with brief remarks about the campaign The press release and supporting materials in appropriate languages should be available to the journalists in attendance as they help guide their questions and facilitate accurate reporting

Annex 3 Media interviews and press conferences lt W H O C A M P A I G N H A N D B O O K 59

MEDIA INTERVIEWS

Setting up Media requests for interviews should be handled by a communications officer He or she should reply to the journalist to notify them that their request is being dealt with and ask whether there is a specific area the journalist wishes to focus on (for example if they require data on a specific region) Meanwhile the communications officer should check with the spokesperson whether they wish to give the interview and at what times they are available Once this has been established the communications officer should put the spokesperson in direct contact with the journalist

The interview Giving an interview to the media is an opportunity to disseminate key WHO messages related to the campaign

While questions wherever possible should be answered directly if the journalist asks a question which the spokesperson is uncomfortable answering heshe should try to come back to the key messages ldquoWhat I can say ishelliprdquo or ldquoItrsquos important to remember thathelliprdquo are examples of phrases that can be used to ldquobridge backrdquo to key messages

After the interview ask when the piece will be publishedbroadcast so that it can be monitored

REMEMBER

There is no such thing as ldquooff the recordrdquo If journalists try to engage spokespersons in informal chats before or after the official conference stick to the talking points

Only refer to data which has already been published by WHO Do not show or hand out any documents which are not available in the public domain unless they are under embargo and clearly marked as such

Mobile phones should be switched off throughout the press conference

60 W H O C A M P A I G N H A N D B O O K gt Annex 3 Media interviews and press conferences

Tips for television interviews A communications officer should if at all possible be present for TV interviews to check the framing of the shot and the way that the spokesperson is being represented

bull Spokespersons should avoid heavily patterned clothing for an on-screen interview

bull Unless otherwise instructed the spokesperson should look directly at the interviewee and not at the camera during the interview

bull Not all TV interviews are conducted on site A journalist may request a ldquodown the linerdquo interview often using Skype Spokespersons should have a Skype account that they can use with ease with a solid internet connection and a web-cam

Tips for Skype interviews Spokespeople should still avoid heavily patterned clothing

bull Look directly at the web-cam

bull Find a quiet place to conduct the interview and sign in at least ten minutes before your slot to test the connection If you cannot hear well consider using ldquoear budrdquo headphones This is common practice with Skype TV interviews and may help to better understand an important question

bull Think about the background An office space works well A campaign poster in shot can help communicate a message Ensure that there is nothing in shot that could undermine the credibility of the Organization If you are based at headquarters you may wish to reserve the audiovisual studio which has an official WHO backdrop available To arrange use of the studio contact tvstudiowhoint

Annex 3 Media interviews and press conferences lt W H O C A M P A I G N H A N D B O O K 61

MEDIA INTERVIEWS

Setting up Media requests for interviews should be handled by a communications officer He or she should reply to the journalist to notify them that their request is being dealt with and ask whether there is a specific area the journalist wishes to focus on (for example if they require data on a specific region) Meanwhile the communications officer should check with the spokesperson whether they wish to give the interview and at what times they are available Once this has been established the communications officer should put the spokesperson in direct contact with the journalist

The interview Giving an interview to the media is an opportunity to disseminate key WHO messages related to the campaign

While questions wherever possible should be answered directly if the journalist asks a question which the spokesperson is uncomfortable answering heshe should try to come back to the key messages ldquoWhat I can say ishelliprdquo or ldquoItrsquos important to remember thathelliprdquo are examples of phrases that can be used to ldquobridge backrdquo to key messages

After the interview ask when the piece will be publishedbroadcast so that it can be monitored

REMEMBER

There is no such thing as ldquooff the recordrdquo If journalists try to engage spokespersons in informal chats before or after the official conference stick to the talking points

Only refer to data which has already been published by WHO Do not show or hand out any documents which are not available in the public domain unless they are under embargo and clearly marked as such

Mobile phones should be switched off throughout the press conference

60 W H O C A M P A I G N H A N D B O O K gt Annex 3 Media interviews and press conferences

Tips for television interviews A communications officer should if at all possible be present for TV interviews to check the framing of the shot and the way that the spokesperson is being represented

bull Spokespersons should avoid heavily patterned clothing for an on-screen interview

bull Unless otherwise instructed the spokesperson should look directly at the interviewee and not at the camera during the interview

bull Not all TV interviews are conducted on site A journalist may request a ldquodown the linerdquo interview often using Skype Spokespersons should have a Skype account that they can use with ease with a solid internet connection and a web-cam

Tips for Skype interviews Spokespeople should still avoid heavily patterned clothing

bull Look directly at the web-cam

bull Find a quiet place to conduct the interview and sign in at least ten minutes before your slot to test the connection If you cannot hear well consider using ldquoear budrdquo headphones This is common practice with Skype TV interviews and may help to better understand an important question

bull Think about the background An office space works well A campaign poster in shot can help communicate a message Ensure that there is nothing in shot that could undermine the credibility of the Organization If you are based at headquarters you may wish to reserve the audiovisual studio which has an official WHO backdrop available To arrange use of the studio contact tvstudiowhoint

Annex 3 Media interviews and press conferences lt W H O C A M P A I G N H A N D B O O K 61

Tips for television interviews A communications officer should if at all possible be present for TV interviews to check the framing of the shot and the way that the spokesperson is being represented

bull Spokespersons should avoid heavily patterned clothing for an on-screen interview

bull Unless otherwise instructed the spokesperson should look directly at the interviewee and not at the camera during the interview

bull Not all TV interviews are conducted on site A journalist may request a ldquodown the linerdquo interview often using Skype Spokespersons should have a Skype account that they can use with ease with a solid internet connection and a web-cam

Tips for Skype interviews Spokespeople should still avoid heavily patterned clothing

bull Look directly at the web-cam

bull Find a quiet place to conduct the interview and sign in at least ten minutes before your slot to test the connection If you cannot hear well consider using ldquoear budrdquo headphones This is common practice with Skype TV interviews and may help to better understand an important question

bull Think about the background An office space works well A campaign poster in shot can help communicate a message Ensure that there is nothing in shot that could undermine the credibility of the Organization If you are based at headquarters you may wish to reserve the audiovisual studio which has an official WHO backdrop available To arrange use of the studio contact tvstudiowhoint

Annex 3 Media interviews and press conferences lt W H O C A M P A I G N H A N D B O O K 61

NOTES

62 W H O C A M P A I G N H A N D B O O K gt Notes

Notes lt W H O C A M P A I G N H A N D B O O K 63

Notes lt W H O C A M P A I G N H A N D B O O K 63

• Contents
• Flagship campaigns
• • Goals
  • Principles for success
  • • Getting started
    • Strategic approach
    • Products
    • • Theme
      • Slogan
      • Key messages
      • Toolkit for campaign engagement
      • Technical material
      • Fact sheets
      • Factfiles
      • Posters
      • Infographics
      • Videos
      • Photos
      • Feature stories
      • Media advisory
      • Talking points
      • News releases
      • Video package
      • • Engaging with external entities
        • • Member States
          • Non-state actors
          • Goodwill ambassadors
          • • Events
            • Reaching our audiences
            • • The WHO website
              • News media
              • • Finding an angle
                • Embargoes
                • Media spokespersons
                • • Social media
                  • SMS
                  • Email
                  • Face-to-face meetings
                  • • Guidelines and standards
                    • • WHO style
                      • Facts figures maps and more
                      • • Post-campaign report
                        • Annexthinsp1 Consent form
                        • Annexthinsp2 Example of a media advisory
                        • Annexthinsp3 Media interviews and press conferences
                        • Notes