NGO Guidance Presentation
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WCD long-term strategy and
themes
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CONTINUED GROWTH SINCE 2003
2013
10 year anniversary of WCD!!!
2012
• 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
2011
2010
2009
• 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
• 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
• The Youth Task Force and NGOs present survey data to 120 journalists during first ever online
media event
2008
• 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
2007
• 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.
2003
• The WCD initiative begins in Uruguay, initiated by Schering (now Bayer) and CELSAM
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POINT OF DEPARTURE
2009 – 2012: Long-Term Strategy & Motto
EMPOWERMENT
2009

2010

2011

2012

Your voice
Your
responsibility
Your right
Your future
Speak up.
Have a
conversation
openly and
confidently
about
contraception
Take
responsibility.
Control your
future
rather than face
an unplanned
pregnancy
Defend your
rights.
You are entitled
to
contraception
Your Future.
Think ahead
and build
contraception in
to your future
plans
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So why has WCD changed?
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.
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WHAT’S NEW?
Long-Term umbrella theme and sub-themes
Umbrella
Theme
Flexible subthemes
“It’s Your Life, It’s Your Future!”
Know Your
Options
Know Your
Body
Know Your
Partner
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
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STRATEGIC CONSIDERATIONS
How to create your local annual motto?
Umbrella Theme
Sub-Theme
Motto
It’s your life,
it’s your future
+ Know Your Options
=
It’s Your Life, It’s Your Future,
Know Your Options
It’s your life,
it’s your future
+ Know Your Body
=
It’s Your Life, It’s Your Future,
Know Your Body
It’s your life,
it’s your future
+ Know Your Partner
=
It’s Your Life, It’s Your Future,
Know Your Partner
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WHICH MOTTO TO CHOOSE?
Umbrella theme:
It’s Your Life, It’s Your Future
Motto
Communication Topics
Considerations for use
It’s Your Life, It’s Your • Learn about all the
Future, Know Your
contraceptive options
Options
available, using a reliable,
unbiased source of
information
It’s Your Life, It’s Your • Understand how
Future, Know Your
unplanned pregnancies
Body
can happen and how the
body changes during
puberty
• 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
• 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 • Talk to your partner about
Future, Know Your
contraception to build a
Partner
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
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Modular Toolbox Summary
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MODULAR WCD TOOLBOX
Umbrella Theme: It´s your life, it´s your future!“
Flexible SubThemes
1. Know your
Options
2. Know your
Body
3. Know your
Partner
Flexible 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
• 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
Your Options
Your Partner
Take control of your
sexual health and your
body by understanding
the facts about sex and
contraception
Choose your path in life.
Build contraception into
your plans for the future
to prevent an unplanned
pregnancy and sexually
transmitted infection (STI)
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
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Media Backgrounders
• 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
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Infographics
Three infographics being produced: one per sub-theme
A creative way to display data from the WCD multinational 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
Timeline: Available now
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Infographics
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Branding motifs
• 4 campaign motifs for each subtheme available
• Translate and tailor the motifs as
necessary to meet the needs of
your region
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
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NGO-specific materials
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Countdown
banner
Implementation Example
Layout examples landscape
Five color schemes: purple, orange, blue, blue/purple, yellow/purple
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Countdown
banner
Implementation Example
Layout examples portrait
Five color schemes: purple, orange, blue, blue/purple, yellow/purple
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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
2 Sept
Tweet
The countdown to WCD has
begun! (INSERT LINK TO
YOUR ORGANIZATION’S
FACEBOOK
POST) #WCD2013
Facebook post
[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.yourlife.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 subtheme 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)
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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
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LIFT
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.
MESSENGER
PARTY
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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)
How To Guide
• Content:
–
–
–
–
–
‘How To’ Guide
Contraception presentation
‘Case study’ discussion cards
Crossword puzzles
Template certificate
Contraception
presentation
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Education / Workshop
Material
• Language: English
• Available files:
‘Case study’ discussion
cards
– Editable word.file or ppt.file
– Pdf.file
Crossword puzzles
Certificate
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