Health Campaign Strategy Apr13 Public

7/30/2019 Health Campaign Strategy Apr13 Public

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Health campaignStrategy plan

GMC-CC meeting, 13 April 2007

Washington D.C.


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Index1. Whats the problem?

2. Whats missing?

3. What do we focus on?

4. What will we try to achieve?

5. How will we try to achieve it?

6. The public face of the campaign


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Whats the problem? Over 10 million children (0-5) die each

year unnecessarily;

Million of children fail to grow up healthyand to achieve their potential because of

preventable ill health;

The preventable death and ill-health ofchildren negatively influence their

development and that of their countries.


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Whats missing? There is enough knowledge => the

problem is not technical;

There are sufficient resources to preventthe senseless deaths => the resources

needed are affordable and they have

been already committed;

There are agendas, commitments and

calendars established => the problem is

not about not knowing what to do


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Whats missing? The problem is lack ofpolitical will and

accountability.

There is no public awareness and outrage on thescandal of child mortality;

If leaders fail to deliver, nothing happens to

them;

The voices of children are not heard.=> Most alliances and partnerships focus on

advocacy and supporting governments to

deliver. No campaign exists to mobilise children

and the public to pressure governments.


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What do we focus on? Generate enough public pressure to

ensure that governments in South

and North deliver on their promiseswith respect to the health of children;

Creating a global movement for

childrens health that unites thevoices of children and people;

Engaging selected leaders aschampions for child survival.


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What will we achieve?1. 50 million children of at least 60 countries

of the North and South join their voices,

holding the duty bearers to account fortheir right to health in the most powerfulglobal child call ever;

2. Children engage with key actors in

eliminating the barriers to the realisationof their right to healthcare in 40 countries;

3. 15 national Southern governments investat least 15% of their national budget for

health by 2010;


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What will we achieve?4. Donor governments increase their

investment in health by 2010;

5. World Economic Forum, Clinton Initiativeand other key global influencers cover the

issue of child mortality and child health

from 2009.

=> The focus is on generating pressure and

accountability.


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What will we achieve?This effort should result in:

Saving lives: meet MDG4 on reducing by

2/3 child mortality in targeted countries; Better quality of life through improved

access to health services;

Processes established in targeted

countries that allow children to hold dutybearers accountable;

Progressive implementation of the right tohealth.


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How will we achieve it?1. Generating public pressure at key

decision moments:

Mobilise the public where possible/appropriateto put pressure on leaders to follow throughwith their promises

Raise awareness of the issues at keymoments through:

a) events, petitions, letters, demonstrationsb) Print media, audio/visual media, social media

(Internet), advertising, viral emails, marketing,celebrity support

c) Score-card report of HoS on their performance in

health investment in their mandate


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How will we achieve it?2. Creating spaces for childrens

participation and for their voices to

be heard and magnified: Week of action on the right to health

(November 20th);

Global health survey; by and of

children regarding the obstacles thatthey face;

Support child-led organisations toadvocate for their right to health.


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How will we achieve it?3. With a sophisticated lobbying

approach to accessing key world

leaders and their closest advisors: Engage selected Heads of State and

key academics in championing the

issue of child survival.


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The campaigns public face

The difference between advocacy and

campaigning is public engagement.

If we dont need the public to get behind our calls,

we dont need a campaign.


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Is a campaign needed?Why are 10M children left to die every year? Attitudes in decision-making arenas that children had little

intrinsic value. That they were worthless, even disposal;

People do not hold governments and donors accountable

for their promised funding on health for children.So, whats needed? What would make a difference?

The public to tell decision-makers that children do matter,and are valuable;

Children and the public to hold their governments anddonors accountable and pressure them to follow-through

on funding health services.

=> We therefore need a campaign! Member agencies could not hold governments and donors to

account on their own;

The Campaign would be a force multiplier, would amplifythe effect of the work of all other partnerships for health.


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The campaign should thus: Promote the worth/value of children by putting

them at the centre of the campaign; teaching themabout their right to health; empowering them to call

on their leaders Communicate the scale and the urgency of the

situation: this year 10 million children will die, andnext year another ten million, and so on. Not tomention those older children who suffer with poor

health Provoking outrage: i. At the disposability of

young children ii. That unfulfilled funding promisesare to blame for so many deaths. We want toprovoke outrage and make this unacceptable, amoral issue.


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Name, slogan and feel Name: Global Movement for Childrens

Health Now! Campaign => stresses sense

of urgency

Slogan: Arent I worth it? orAm I not

worth it?

=> Its a leading question. It prompts the

answer yes and forces the target toagree and recognize the worth of the child

in question.

Mock ups:


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G8


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Malawi


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Ghana


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Concrete plans How well we use communication tools

(advertising, e-petitions, online socialspace, celebrity endorsement) depends

on how much is invested in this project; What we do and achieve will depend on

the scope, resources, time;

The details of what we do, when need towait until we know what the commitmentswill be what we can afford to do, howmany people we have to do it, and howmuch time there is to do it.


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Are the Campaigns outcomes

worth the investment?Main benefits for children, and GMC members are:

1. Support for other advocacy activities:

This campaign will result in a wave of outrageabout the disposability of children that you wonthave to create for your own campaigns not justhealth but other child-related campaigns;

Success in this campaign will mean a sea changein the perception of childrens worth among generalpublic and decision-makers;

It will also create a social shift in which the generalpublic realizes they can and should keep theirgovernments accountable for their promises.


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worth the investment?2. Access to other resources:

If the GMC becomes respected as a leadingcoalition empowering children in the North and

South to call for change, then doors to policymakers and decision makers will open to the GMCthat would have been closed to individual agencies;

A coalition of such well-regarded NGOs will be ableto enlist major celebrity endorsement, spokespeople

and attract major media that few members agenciescan command now;

Resources produced for the GMC will be accessiblefor use by all agencies. Maximum results forminimum effort. ROI for each agency is significant.


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worth the investment?3. Increased media coverage and brand awareness:

With every major GMC action, you get an opportunity tomention the work of your organization while still being aGMC representative.

CEOs have the opportunity to speak out at major meetings:the World Bank/IMF meetings, G8 Summit, AU meetings onbehalf of children. They will have more opportunity to do sobecause of the campaign.

4. Funding An effective campaign will bring more supporters to your

organization. More activist supporters means more funding.

Activist supporters who are later asked for funds are moregenerous than just donors;

There is also opportunity for greater synergy between theGMC and member agencies, e.g., The new GMC website willinclude a front page section where member agencies canpost their banner adverts for fundraising initiatives.


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worth the investment?

Meeting MDG4 by 2015 meanssaving almost 7 millions lives,

every year!

Documents

Health Campaign Strategy Apr13 Public