NGO Guidance Presentation

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WCD long-term strategy and themes

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• The Your-Life.com Facebook site receives over 28,500 “likes” - more than double the “likes” in 2010

• Bayer affiliates take the lead on all WCD 2012 activities

• The Your-Life.com Facebook site receives over 28,500 “likes” - more than double the “likes” in 2010

• Bayer affiliates take the lead on all WCD 2012 activities20122012

20082008• Ambassador Kelly Osborne speaks at experiential media event• A partnership with MTV is established creating the Es Tu Vida online resource for young people• WCD wins “International PR Campaign of the Year” Communiqué award

• Ambassador Kelly Osborne speaks at experiential media event• A partnership with MTV is established creating the Es Tu Vida online resource for young people• WCD wins “International PR Campaign of the Year” Communiqué award

20092009 • The Youth Task Force and NGOs present survey data to 120 journalists during first ever online media event

• The Youth Task Force and NGOs present survey data to 120 journalists during first ever online media event

20102010

• NGO partners rise from six to 11 • Over 23 local Bayer affiliates take part in the campaign• Teen Outreach Pack of educational materials launched to help teachers, NGOs, parents and other

parties run education sessions with teenagers directly

• NGO partners rise from six to 11 • Over 23 local Bayer affiliates take part in the campaign• Teen Outreach Pack of educational materials launched to help teachers, NGOs, parents and other

parties run education sessions with teenagers directly

20112011

• Over 1,200 pieces of media coverage generated with a reach of more than 540 million • Finalist for “Best Healthcare Partnership” award at Communiqué Awards• Thousands of social media mentions, including tweets from actress Ashley Judd and rapper

Ludacris

• Over 1,200 pieces of media coverage generated with a reach of more than 540 million • Finalist for “Best Healthcare Partnership” award at Communiqué Awards• Thousands of social media mentions, including tweets from actress Ashley Judd and rapper

Ludacris

20032003 • The WCD initiative begins in Uruguay, initiated by Schering (now Bayer) and CELSAM• The WCD initiative begins in Uruguay, initiated by Schering (now Bayer) and CELSAM

20132013

20072007• After growing throughout Latin America from 2003-06, under the name “Day of Unplanned Teenage

Pregnancy Prevention,” "World Contraception Day“ went global and launched with its first youth ambassador, Mischa Barton.

• After growing throughout Latin America from 2003-06, under the name “Day of Unplanned Teenage Pregnancy Prevention,” "World Contraception Day“ went global and launched with its first youth ambassador, Mischa Barton.

10 year anniversary of WCD!!!10 year anniversary of WCD!!!

CONTINUED GROWTH SINCE 2003

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2009 – 2012: Long-Term Strategy & Motto

Your voice Your right Your future

Speak up. Have a

conversationopenly and confidently

about contraception

Defend your rights. You are

entitled to contraception

EMPOWERMENT

2009 2010 2011 2012

Your responsibilit

yTake

responsibility.

Control your future

rather than face

an unplanned pregnancy

Your Future. Think ahead

and build contraception

in to your future plans

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POINT OF DEPARTURE

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A new strategy has been developed for WCD 2013 and beyond, following feedback from NGO partners and Bayer affiliates:

Annual WCD themes / mottos resonate across some regions better than others.

Motto and key messages need to be more long-standing to allow campaign to build momentum and gain recognition.

Global WCD materials have been useful in ensuring alignment across all regions, while allowing flexibility to tailor with local information

and statistics.

Global WCD materials have been useful in ensuring alignment across all regions, while allowing flexibility to tailor with local information

and statistics.

So why has WCD changed?

WHAT’S NEW?

Flexible sub-themes

Flexible sub-themes

“It’s Your Life, It’s Your Future!”

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Know Your Options

Know Your Options

Know Your Body

Know Your Body

Know Your Partner

Know Your Partner

Umbrella Theme

Umbrella Theme

Duration: You can choose how long to run each sub-theme in your region. For example, you could run Your Options for the next three years, or use it for one year and then switch to Your Partner

Long-Term umbrella theme and sub-themes

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How to create your local annual motto?

Know Your Options Know Your Options

STRATEGIC CONSIDERATIONS

It’s your life, it’s your futureIt’s your life, it’s your future

+ = It’s Your Life, It’s Your

Future, Know Your Options

Know Your BodyKnow Your BodyIt’s your life, it’s your futureIt’s your life, it’s your future + = It’s Your Life, It’s Your

Future, Know Your Body

Know Your PartnerKnow Your PartnerIt’s your life, it’s your futureIt’s your life, it’s your future + =

It’s Your Life, It’s Your Future, Know Your

Partner

Umbrella Theme Sub-Theme Motto

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Umbrella theme:

It’s Your Life, It’s Your Future Motto Communication Topics Considerations for use

It’s Your Life, It’s Your Future, Know Your Options

• Learn about all the contraceptive options available, using a reliable, unbiased source of information

• May be most effective in regions where myths and misconceptions about sex and contraception are widespread or one form of contraception is used more frequently than others

It’s Your Life, It’s Your Future, Know Your Body

• Understand how unplanned pregnancies can happen and how the body changes during puberty

• This may be most valuable in regions where sex education for young people is limited or where people are having sex early on in life, without fully understanding their bodies

It’s Your Life, It’s Your Future, Know Your Partner

• Talk to your partner about contraception to build a trusting relationship based on reliable information

• This may be most suited to regions where sex and contraception are considered taboo subjects or where men and women do not take equal responsibility in relationships

WHICH MOTTO TO CHOOSE?

Modular Toolbox Summary

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MODULAR WCD TOOLBOX

Flexible Sub-Themes

Flexible Sub-Themes

1. Know your Options

1. Know your Options

2. Know yourBody

2. Know yourBody

3. Know your Partner

3. Know your Partner

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

Flexible MaterialsFlexible Materials

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

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New / updated materials for 2013

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Key messages

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•Set of key messages available for each sub-theme

•Designed to ensure that campaign messaging is consistent across all countries

•Should be used by spokespeople and as framework for new documents

Your Body

Take control of your sexual health and

your body by understanding the

facts about sex and contraception

Your Body

Take control of your sexual health and

your body by understanding the

facts about sex and contraception

Your Options

Choose your path in life. Build

contraception into your plans for the

future to prevent an unplanned pregnancy

and sexually transmitted infection

(STI)

Your Options

Choose your path in life. Build

contraception into your plans for the

future to prevent an unplanned pregnancy

and sexually transmitted infection

(STI)

Your Partner

Take the initiative when it comes to

contraception. Talk to your partner before having sex. It’s your

life and you determine your future!

Your Partner

Take the initiative when it comes to

contraception. Talk to your partner before having sex. It’s your

life and you determine your future!Sample key messages to young people, under each sub-theme

Timeline: Available now

Media Backgrounders

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•Media backgrounders have been developed for each sub-theme

•Provide interesting background information and statistics on WCD campaign, theme and partnerships

•Share with journalists of other audiences (e.g. parents, educators and young people) to educate them about WCD

Your Body Your Options

Your Partner

Timeline: Available now

Infographics

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Timeline: Available now

Three infographics being produced: one per sub-theme

A creative way to display data from the WCD multi-national surveys and other external sources

For external use with media or other interested third parties

Can be utilized on many platforms•Distributed to media or interested third parties (e.g. your members)•Printed and provided to sexual health centers, youth clubs or schools•Social media•Websites

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Infographics Examples

Examples

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• 4 campaign motifs for each sub-theme available

• Translate and tailor the motifs as necessary to meet the needs of your region

Branding motifs

Timeline: Available now

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Branding motifs – Your Body

Timeline: Available now

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Branding motifs – Your Options

Timeline: Available now

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Branding motifs – Your Partner

Timeline: Available now

NGO-specific materials

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Countdown banner

Five color schemes: purple, orange, blue, blue/purple, yellow/purple

Implementation ExampleLayout examples -

landscape

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Countdown banner

Five color schemes: purple, orange, blue, blue/purple, yellow/purple

Implementation ExampleLayout examples -

portrait

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Countdown banner - Implementation• Go to WCD countdown banner generator website:

http://your-life.com/countdown.php?generator

• Choose from two specified layout formats (portrait 235 x 475 pixels, landscape 475 x 250 pixels)

• For individual format adjustments choose free layout format and fill-in the individual height and width of the banner

• Choose from five different color schemes (lilac, orange, blue, blue/lilac, yellow/lilac)

• Copy the generated code for embedding the banner on your website

• Support contact: Andrea Mrachacz (Andrea.mrachacz@bayer.com)

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WCD Social Media Posts• A ‘calendar’ document containing

suggested Twitter and Facebook posts for the month of September leading up to WCD

• Designed to be used by WCD NGO partners to increase awareness around WCD

• Discuss your use of social media with the local Bayer office to help maximize your online efforts

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Example WCD Social Media Posts

Date Tweet Facebook post

2 Sept

The countdown to WCD has begun! (INSERT LINK TO YOUR ORGANIZATION’S

FACEBOOK POST) #WCD2013

[Post image of a calendar, with WCD - 26th September – circled,

or link to countdown banner]  

September is here and it’s the month of World Contraception Day. Let the countdown begin!

16 Sept

Just 10 days until World Contraception Day. Do you

know your [INSERT CHOSEN SUBTHEME]? #WCD2013

(INSERT LINK TO FACEBOOK PAGE)

Ten days to go before World Contraception Day is here! Let’s

make it our best year yet!  

26 Sept

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

SUBTHEME] www.your-life.com

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

SUBTHEME] www.your-life.com

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Ongoing alignment

• It is important that all elements of WCD in your region are aligned to ensure consistent messaging to young people

• Contact your local Bayer office and discuss the sub-theme that you would like to roll-out in your region and why

• If you have any questions or would like to contact your local Bayer office, please email Andrea Mrachacz (Andrea.Mrachacz@Bayer.com)

Existing collateral from previous years

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Brand Design Manual (BDM): Brand Presence

• Description: – The BDM describes the visuals elements

of the WCD, including logo, colors, typeface and how should be used.

• Format: DIN A4• Language: English • Available files in the MWB:

– Low-resolution pdf.– High-resolution pdf.– MWB-Link:

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Press folder • Description:

– A folder for a press conference to inlay different press material

– Generalized for multiple use (without date)

• Format: for DIN A4 inlays • Language: English • Available files:

– Low- and high-resolution pdf. – open files

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T-Shirts designs• Description:

– Design and print specification for WCD t-shirts

– To help to give a physical identity to the educational sessions

– For events for attract attention – Generalized for multiple use

(without date)

• Available files: – Pdf.file incl. production requirements

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Baseball Caps designs• Description:

– Design and print specification for WCD baseball caps

– To help to give a physical identity to the educational sessions

– For events for attract attention – Generalized for multiple use

(without date)

• Available files: – Pdf.file incl. production requirements

PARTY

LIFT

MESSENGER

Viral cartoons• Videos from the 2008 campaign have

been generalized and revived• Description:

– 3 stories created to generate awareness of WCD

– Short videos (1min), without any words – Serious message told through humour

and cartoon characters– Global and youth appeal, across

language barriers and cultural sensitivities

– For use on websites, viral emails, etc.

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Educational Materials

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Contraception Compendium• Description:

– A comprehensive booklet providing information about different types of contraception

– generalized for multiple use (without date)

• Format: DIN A5• Language: English • Special feature: Toolbox-Format • Available files:

– Low- and high-resolution pdf.– open files

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Education / Workshop Material

• Description: – Material for holding educational sessions about contraception– generalized for multiple use (without date)

• Content: – ‘How To’ Guide – Contraception presentation – ‘Case study’ discussion cards – Crossword puzzles – Template certificate

How To Guide

Contraception presentation

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Education / Workshop Material

• Language: English • Available files:

– Editable word.file or ppt.file– Pdf.file

‘Case study’ discussion cards

Crossword puzzles

Certificate