The United Nations is asking for all creatives throughout the world to help to spread critical health messages as far and wide as possible to manage Covid-19, highlighting public-health measures, preventing the spread of misinformation and communicating with regions that can still avoid or minimise an outbreak.
In a 19-page document, the UN’s first-ever Global Call to Creatives: An Open Brief from the United Nations, the organisation states that it needs help “translating critical public health messages into different languages, different cultures, communities and platforms, reaching everyone, everywhere.”
“We need to meet people where they are, with a stream of fresh, innovative content which drives home the personal behaviours and societal support needed today. We are equipping you with WHO-provided knowledge and messages to spread,” the brief adds. People with “imagination, ambition and ingenuity”.
“You have the power to change the world. We need help translating critical public-health messages – not just into different languages – but into different cultures, communities and platforms – reaching everyone, everywhere.”
It is not a single campaign, the brief notes. The UN is looking for “a multitude of creative solutions to reach audiences across different cultures, age groups, affiliations, geographies and languages”. The UN hopes to inspire creators, influencers, talent, networks, media owners and others who can add their creativity to its messages to give them the impact they need via a range of platforms, including social media, digital, broadcast, print and radio and amplify them to audiences not yet reached.
Influencers are being invited to share information about the pandemic. Brands are being encouraged to donate media space to better raise awareness.
“We are in an unprecedented situation and the normal rules no longer apply. We cannot resort to the usual tools in such unusual times,” stated António Guterres, secretary-general of the UN.
“The creativity of the response must match the unique nature of the crisis – and the magnitude of the response must match its scale.”
The UN’s document includes six “mini briefs” on which public-health measures need to focus – personal hygiene, social distancing, knowing the symptoms, kindness contagion, myth-busting and donating. Each brief lists the areas of focus, inspiration, existing UN assets and the tone it would like creators to use. The brief also outlines the formats needed – video, graphics, audio, activation and solidarity ideas, the platforms on which it will be spreading information and the languages needed.
“We plan to amplify and share the best responses to this brief as widely as possible,” the brief states. “We’re moving fast and we hope you can too. By following the WHO key messages and sharing them truthfully and effectively, you can help Flatten the Curve yourself.”
If you want to join the effort, please fill out a form on Google Forms, or contact StrategyHub@UN.org.