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End open defecation toolkit

Christina Samson
Christina Samson

Global campaign in support of the United Nations Deputy Secretary-General's "call to action on sanitation" COMMUNICATION TOOLKIT

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Global campaign in support of the un Deputy Secretary-General's "call to action on sanitation" COMMUNICATION Toolkit www.opendefecation.org @opendefecation #opendefecation #sanitation end
2 Contents 1 A message from the UN Deputy Secretary-General 2 Key data and messages 3 Campaign materials 3.1 Logos 3.2 Fonts and colour 3.3 Co-branding 3.4 Print ads 3.5 Audio ads 3.6 Radio soap opera 4 Online materials 4.1 www.opendefecation.org 4.2 Social media 4.3 Web banners 5 More Ideas In this toolkit you will find all of the communications materials you need to launch the campaign in your country or for your organization. Campaigning around open defecation is about breaking the silence, allowing people to learn about the issue and take action. Overall these materials should be a starting point for your own campaigns take them, use them if theyre useful, change them if you need to, tell your community its time to break the silence around open defecation. Need help? Contact us www.opendefecation.org @opendefecation Click sections to navigate
3 A message from the Deputy Secretary-General Why we must end open defecation In March 2013, on behalf of the UN Secretary-General Ban Ki-moon, I launched a Call to Action on Sanitation. In particular, I called for an end to open defecation by 2025 because despite the considerable progress that has been made towards achieving the Millennium Development Goals, sanitation is one area where we still have unfinished business to address. 1 billion people all over the world still practice open defecation with devastating consequences for their health, education, security, environment and especially in the case of children even for their lives. I invite you to join this global campaign on sanitation, to use the materials and ideas contained in this toolkit, because it is time to talk openly about open defecation so all together we can bring it to an end. Jan Eliasson United Nations Deputy Secretary-General Watch the Deputy Secretary-General's message
4 2 Key data and messages Below are the key data we are using at the core of the campaign Key message Positive messaging 1 billion people. 1 billion. 1 billion people have no choice but to defecate outside, often in the open with no privacy. We can help 1 billion people to stop having to defecate outside. Cholera, typhoid, hepatitis, polio, diarrhoea, worm infestation, reduced physical growth, impaired cognitive function and undernutrition. We can save millions from diarrhoea, cholera, typhoid, hepatitis, polio, worm infestation, reduced physical growth, impaired cognitive function undernutrition. Women face the daily threat of sexual violence. We can make millions of women safer from sexual violence. A child dies every 2.5 minutes. We can save a child from dying every 2.5 minutes. Most sewage in the world is discharged untreated into rivers, lakes and oceans. We can stop sewage being discharged untreated into rivers, lakes and oceans.
5 3 Campaign materials 3.1 Logos 棚 Eng lis h logo *For high resolution logos, contact Christina Samson at christina.ann.samson@undp.org 棚 Frenc h logo 棚 SPANISH logo 棚 RUSSIAN logo 棚 CHINESE logo 棚 ARABIC logo
6 Campaign materials 3.1 Logos Examples with different calls to action search end India against If your community has broad access to the internet and low awareness of the issue, we recommend using this call to action to drive people online to discover information. If your community has already taken a stand against open defecation or is a country where it is important to work for behaviour change, then we suggest using the call to action [Your country] against. You could also use this option for an organization e.g. "WSSCC against." For information on which fonts to use when changing the call to action, please refer to page 12 of this toolkit. We have also included a more concrete call to action: end open defecation. This could be used to move from awareness to action. 棚 sea rch logo 棚 END logo
7 For almost all communication the logo to use will carry the line open defecation (or translation). But for a campaigning activity, or for use on people, we would suggest using the logo without words, especially early on in your campaign, to build intrigue around the symbol itself. 棚 BLANK logo Campaign materials 3.1 Logos - Blank logo
8 Campaign materials 3.2 Fonts and colour The typeface for use in all communications is Brandon Grotesque Regular. If this font is not available, use Trebuchet MS Regular (a standard font for Windows and Mac). Speech bubble text should be set in sentence case. The call to action above the logo should always be in lowercase, except for country or organization names. AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz123456789 Brandon Grotesque Regular The speech bubble and any text contained within should be 100% cyan, and the call to action should be 100% black. Primary Colour C: 100% M: 0% Y: 0% K: 0% 100% cyan Secondary Colour C: 0% M: 0% Y: 0% K: 100% 100% black AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz123456789 Trebuchet MS Regular (Standard font for Windows and Mac)
9 Campaign materials 3.3 Co-branding You can include your logo and place it to the right and make sure it does not exceed the height or width of the open defecation logo. Example of co-branding Example:
10 1 billion people. search Campaign materials 3.4 Print ads - Scale A 1 billion people Portrait 1 billion people. search Landscape 棚 Eng lis h Maste rs 棚 frenc h Maste rs 棚 spanis h Maste rs 棚 Russian Maste rs 棚 Chinese Maste rs 棚 arabic Maste rs *For high resolution open artwork, contact Christina Samson at christina.ann.samson@undp.org
11 Campaign materials 3.4 Print ads - Scale B 1 billion people have no choice but to defecate outside, often in the open with no privacy. 1 billion people have no choice but to defecate outside, often in the open with no privacy. search Portrait 1 billion people have no choice but to defecate outside, often in the open with no privacy. search Landscape 棚 Eng lis h Maste rs 棚 frenc h Maste rs 棚 spanis h Maste rs 棚 Russian Maste rs 棚 Chinese Maste rs 棚 arabic Maste rs
12 Campaign materials 3.4 Print ads - Health Cholera, typhoid, hepatitis, polio, diarrhoea, worm infestations, reduced physical growth, impaired cognitive function and undernutrition. Cholera, typhoid, hepatitis, polio, diarrhoea, worm infestations, reduced physical growth, impaired cognitive function and undernutrition. search Portrait Cholera, typhoid, hepatitis, polio, diarrhoea, worm infestations, reduced physical growth, impaired cognitive function and undernutrition. search Landscape 棚 Eng lis h Maste rs 棚 frenc h Maste rs 棚 spanis h Maste rs 棚 Russian Maste rs 棚 Chinese Maste rs 棚 arabic Maste rs
13 Campaign materials 3.4 Print ads - Children A child dies every 2.5 minutes. A child dies every 2.5 minutes. search Portrait A child dies every 2.5 minutes. search Landscape 棚 Eng lis h Maste rs 棚 frenc h Maste rs 棚 spanis h Maste rs 棚 Russian Maste rs 棚 Chinese Maste rs 棚 arabic Maste rs
14 Campaign materials 3.4 Print ads - Women Women face the daily threat of sexual violence. Women face the daily threat of sexual violence. search Portrait Women face the daily threat of sexual violence. search Landscape 棚 Eng lis h Maste rs 棚 frenc h Maste rs 棚 spanis h Maste rs 棚 Russian Maste rs 棚 Chinese Maste rs 棚 arabic Maste rs
15 Campaign materials 3.4 Print ads - Environment Most sewage in the world is discharged untreated into rivers, lakes and oceans. Most sewage in the world is discharged untreated into rivers, lakes and oceans. search Portrait Most sewage in the world is discharged untreated into rivers, lakes and oceans. search Landscape 棚 Eng lis h Maste rs 棚 frenc h Maste rs 棚 spanis h Maste rs 棚 Russian Maste rs 棚 Chinese Maste rs 棚 arabic Maste rs
16 Calculate an 8 column grid from the safety area Speech bubble spans 4 columns x Minimum height of speech bubble is height of ad x divided by 8. Height can be increased depending on length of copy, but should always have a safety area of the X height of the open defecation logo. Width of open defecation logo is width of speech bubble divided by 3 Y Y Lock up to be centred in the height of the ad 遜 Y Campaign materials 3.4 Print ads How to adapt vertical print ad
17 Calculate an 8 column grid from the safety area Speech bubble spans 2 columns x Minimum height of speech bubble is height x of ad divided by 8. Height can be increased depending on length of copy, but should always have a safety area of the X height of the open defecation logo. Width of open dfecation logo is width of speech bubble divided by 3 Y Y Lock up to be centred in the height of the ad 遜 Y Campaign materials 3.4 Print ads How to adapt horizontal print ad
18 Campaign materials 3.5 Audio Use informative ads 1 and 2 to create understanding about open defecation. Use a famous local celebrity. Ideally someone with authority, respect and if possible, a recognisable speaking voice. Ad 1 In this ad, we hear silence, just the atmospheric sounds of an empty room. Then after nine or ten seconds, we hear a spokespersons voice: Spokesperson: Today, 120,000 pregnant women will be infected with worms. Search open defecation. (Theres a moment of silence.) Spokesperson: Every two and a half minutes, a child will die from diarrhoea. Search open defecation. (More silence.) Spokesperson: Every minute, 1.1 million litres of human excrement will enter the River Ganges. Search open defecation. 棚 EXAMPLE OF audio AD 1 Ad 2 In this ad, we hear silence, just the atmospheric sounds of an empty room. After nine or ten seconds, we hear the voice of a local celebrity. VO: The water you drink may contain your neighbours excrement. Search open defecation. (Theres more silence.) VO: And the water your neighbour drinks may contain yours. Search open defecation. 棚 EXAMPLE OF audio AD 2
19 Campaign materials 3.5 Audio Use ad 3 to start conversations and inspire change. Ad 3 Call to action with a celebrity In this ad we hear the voice of a local celebrity delivering a variety of positive facts about the benefits of ending open defecation. Between each fact, we hear a crowd of local children chanting END OPEN DEFECATION! together. Local Celeb: This is [name of local celebrity]. I want to talk about Open Defecation. Ending open defecation will save 500 children every day. Crowd of Children: END OPEN DEFECATION! Local Celeb: Ending open defecation will keep thousands of girls in school. Crowd of Children: END OPEN DEFECATION! Local Celeb: Ending open defecation will help protect your drinking water. Crowd of Children: END OPEN DEFECATION! Local Celeb: Using toilets and latrines can have many positive effects. Crowd of Children: [INDIA] AGAINST OPEN DEFECATION!
20 Campaign materials 3.6 Radio soap opera Radio can be a great tool for reaching isolated communities. Community theatre projects are often used to dramatize the issues and effects around poor sanitation practice. Create a radio soap opera around open defecation as a powerful educational tool. Weve created a template you can adapt locally.
21 This is a guide to construct your radio soap opera, which you can adapt as you wish. It will be more powerful if you bring the sights, sounds and voices of your country and culture, to make the story your own. There is only one objective to raise the issue of open defecation as a harmful sanitation practice, with potentially terrible consequences. How to use this document The Everyman should be instantly recognisable, with a recognisable family and recognisable problems. He is intelligent, funny and loving. He is loyal to his community, people hold him in high esteem, but he is not the head of the community. We should see the Everyman as a good person, and associate our decisions with his decisions, our reactions with his reactions. He is a symbol of making the right choice. This story is about him and his family. The Villain should be arrogant, ignorant and cold, and so are his family. They are high status, but the community do not like them. They are very set in their ways, and see themselves as above the place they live and the other people who live there. The Fool should appear simple, optimistic and joyful. Everything should go wrong for the Fool, but it doesnt affect him. He wears his heart on his sleeve. His family is low status and have lived in the community for generations. They have a reputation for being simple, but everybody loves them. He loves where he comes from and the people who live there. Characters The Villain The Everyman The Fool Outline Exposition Empathy Conflict Tragedy Realisation Confrontation Change We introduce the characters and the setting. We develop a bond with the Everyman. The Everyman and the Villain have a conflict. Everymans child dies from diarrhoea. We see the characters understand the Tragedy. We see the characters question a way forward. Something is done to ensure this never happens again. Episode 1 Episode 1 EXPOSITION In this episode we meet the characters and their families, and the area where they live. The Everyman is helping the fool fix something that hes done wrong. The Villain ridicules them. Were introduced to the characters and the setting. We associate most with the Everyman. We love the Fool. We hate the Villain. We know that Open Defecation is practised here. Synopsis Objectives Campaign materials 3.6 Radio soap opera Template for creating radio soap opera Download radio template
22 4 Online materials 4.1 www.opendefecation.org We need everyone to know about open defecation so we can end it by 2025. Share your time on www.opendefecation.org. Collecting thousands of hours of donated time will help break the silence around open defecation. Then share www.opendefecation.org on social media! Open defecation is when people have no choice but to defecate outside, often in the open with no privacy.
23 Online materials 4.2 Social media - Twitter Use the following hashtags for this campaign: #opendefecation #sanitation These are examples of some of the messages for social media, but here are other ideas: Share photos of the campaign in action Share creative sanitation images with us at @opendefecation Share pictures of people using the logo, on themselves or other places Tie in the celebrities you work with to make sure their fans see the messages too Sample Messages Open Defecation @opendefecation 1 billion people. #opendefecation #sanitation Open Defecation @opendefecation 1 billion people have no choice but to defecate outside, often in the open with no privacy. #opendefecation #sanitation Open Defecation @opendefecation Cholera, typhoid, hepatitis, polio, diarrhoea, worm infestation, reduced physical growth and undernutrition. #opendefecation #sanitation Open Defecation @opendefecation Women face the daily threat of sexual violence. #opendefecation #sanitation Open Defecation @opendefecation A child dies every 2.5 minutes. #opendefecation #sanitation Open Defecation @opendefecation Most sewage in the world is discharged untreated into rivers, lakes and oceans. #opendefecation #sanitation Follow us on Twitter @opendefecation
24 Online materials 4.2 Social media - Images Share campaign images on your website and social media networks (such as Twitter, Facebook, LinkedIn, Tumblr). On your website, link images to www.opendefecation.org On tweets, link to www.opendefecation.org and use hashtags #opendefecation and #sanitation Download images for use on social media: 棚 Eng lis h IMAGES 棚 frenc h IMAGES 棚 spanis h IMAGES 棚 Russian IMAGES 棚 Chinese IMAGES 棚 arabic IMAGES Examples of using message and images on social media Twitter Twitter Facebook LinkedIn
25 A child dies every 2 minutes. 1 billion people have no choice but to defecate outside, often in the open with no privacy. 1 billion people have no choice but to defecate outside, often in the open with no privacy. search A child dies every 2.5 minutes. learn more Online materials 4.3 Web banners We encourage you to feature the campaign on your website, linking banners and images to www.opendefecation.org Examples of placing web banners on homepage and next to relevant content
26 4 Online materials 4.3 Web banners - MPU banner Box fades on Logo comes on with each stroke brushing on individually Learn more box fades on 1 billion people have no choice but to defecate outside, often in the open with no privacy. learn more 棚 MPU BANNER *For flash file, contact Christina Samson at christina.ann.samson@undp.org
27 Box fades on 1 billion people have no choice but to defecate outside, often in the open with no privacy. Logo comes on with each stroke brushing on individually Learn more box fades on learn more 4 Online materials 4.3 Web banners - Leader banner
28 Box fades on Logo comes on with each stroke Learn more box fades on brushing on individually A child dies every 2.5 minutes. learn more 4 Online materials 4.3 Web banners - Skyscraper banner
29 5 More ideas Sanitation murals These murals can be designed to use the local visual language in order to raise awareness about open defecation. Give local artists or illustrators a toilet, latrine, or other sanitation symbol as a blank canvas. Let them illustrate the messages in your local language in a positive light. You could also use the murals in other ways; Start an art competition to find the best mural. Use the templates as a fun activity for school lessons. Bring the art to life and paint the sanitation equipment in and around the community. Celebrity silence Ask celebrities to donate 10 secondas of silence. Ask them to insert this silence in the middle of a live interview, acceptance speech or public appearance. This moment of silence will serve as a spotlight on the unspoken issue of open defecation, but also a moment of thought and reflection on this issue. Ask them to wear the logo on their hand when theyre on camera. This could be a high profile way to start people asking about the symbol and starting to understand the campaign. Toilet hut Other powerful campaign ideas for you to consider:
30 1 milliard de personnes nont pas dautre choix que de d辿f辿quer par terre dehors, et la vue dautres personnes. Senegal contre More ideas Adapting ad to your country colours Ultimately the choice of which templates to use and how you use them is up to you, but we would recommend the following when making your decision. If you are looking to raise awareness in a country where open defecation is not practiced, please use the white templates that use simple facts. Start by explaining the scale of the problem and then use the other messages. If you are looking to raise awareness in a country where open defecation is practiced, then please use the positive messages and change the templates to the colours of your national flag. Use all of the messages to show the different sides of the issue.
31 More ideas Silent videos You could build on the idea of silence and ask celebrities, key decision makers and the public to donate their silence on social media. An image or a 7 second video of them staring into the camera. No cuts, no words, no sound at all. Encourage people to use #opendefecation and www.opendefecation.org in their post. These "silent videos" could be shared on Instagram, YouTube, Vine, and Facebook. *Images for reference only Donating silence for #opendefecation
Thank you Need help? Contact us: Amanda Marlin Water Supply and Sanitation Collaborative Council (WSSCC) amanda.marlin@wsscc.org Amalia Navarro UN Millennium Campaign amalia.navarro@undp.org Christian Clark UN Department of Public Information clark1@un.org Created by Mother London for the UN

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End open defecation toolkit

  • 1. Global campaign in support of the un Deputy Secretary-General's "call to action on sanitation" COMMUNICATION Toolkit www.opendefecation.org @opendefecation #opendefecation #sanitation end
  • 2. 2 Contents 1 A message from the UN Deputy Secretary-General 2 Key data and messages 3 Campaign materials 3.1 Logos 3.2 Fonts and colour 3.3 Co-branding 3.4 Print ads 3.5 Audio ads 3.6 Radio soap opera 4 Online materials 4.1 www.opendefecation.org 4.2 Social media 4.3 Web banners 5 More Ideas In this toolkit you will find all of the communications materials you need to launch the campaign in your country or for your organization. Campaigning around open defecation is about breaking the silence, allowing people to learn about the issue and take action. Overall these materials should be a starting point for your own campaigns take them, use them if theyre useful, change them if you need to, tell your community its time to break the silence around open defecation. Need help? Contact us www.opendefecation.org @opendefecation Click sections to navigate
  • 3. 3 A message from the Deputy Secretary-General Why we must end open defecation In March 2013, on behalf of the UN Secretary-General Ban Ki-moon, I launched a Call to Action on Sanitation. In particular, I called for an end to open defecation by 2025 because despite the considerable progress that has been made towards achieving the Millennium Development Goals, sanitation is one area where we still have unfinished business to address. 1 billion people all over the world still practice open defecation with devastating consequences for their health, education, security, environment and especially in the case of children even for their lives. I invite you to join this global campaign on sanitation, to use the materials and ideas contained in this toolkit, because it is time to talk openly about open defecation so all together we can bring it to an end. Jan Eliasson United Nations Deputy Secretary-General Watch the Deputy Secretary-General's message
  • 4. 4 2 Key data and messages Below are the key data we are using at the core of the campaign Key message Positive messaging 1 billion people. 1 billion. 1 billion people have no choice but to defecate outside, often in the open with no privacy. We can help 1 billion people to stop having to defecate outside. Cholera, typhoid, hepatitis, polio, diarrhoea, worm infestation, reduced physical growth, impaired cognitive function and undernutrition. We can save millions from diarrhoea, cholera, typhoid, hepatitis, polio, worm infestation, reduced physical growth, impaired cognitive function undernutrition. Women face the daily threat of sexual violence. We can make millions of women safer from sexual violence. A child dies every 2.5 minutes. We can save a child from dying every 2.5 minutes. Most sewage in the world is discharged untreated into rivers, lakes and oceans. We can stop sewage being discharged untreated into rivers, lakes and oceans.
  • 5. 5 3 Campaign materials 3.1 Logos 棚 Eng lis h logo *For high resolution logos, contact Christina Samson at christina.ann.samson@undp.org 棚 Frenc h logo 棚 SPANISH logo 棚 RUSSIAN logo 棚 CHINESE logo 棚 ARABIC logo
  • 6. 6 Campaign materials 3.1 Logos Examples with different calls to action search end India against If your community has broad access to the internet and low awareness of the issue, we recommend using this call to action to drive people online to discover information. If your community has already taken a stand against open defecation or is a country where it is important to work for behaviour change, then we suggest using the call to action [Your country] against. You could also use this option for an organization e.g. "WSSCC against." For information on which fonts to use when changing the call to action, please refer to page 12 of this toolkit. We have also included a more concrete call to action: end open defecation. This could be used to move from awareness to action. 棚 sea rch logo 棚 END logo
  • 7. 7 For almost all communication the logo to use will carry the line open defecation (or translation). But for a campaigning activity, or for use on people, we would suggest using the logo without words, especially early on in your campaign, to build intrigue around the symbol itself. 棚 BLANK logo Campaign materials 3.1 Logos - Blank logo
  • 8. 8 Campaign materials 3.2 Fonts and colour The typeface for use in all communications is Brandon Grotesque Regular. If this font is not available, use Trebuchet MS Regular (a standard font for Windows and Mac). Speech bubble text should be set in sentence case. The call to action above the logo should always be in lowercase, except for country or organization names. AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz123456789 Brandon Grotesque Regular The speech bubble and any text contained within should be 100% cyan, and the call to action should be 100% black. Primary Colour C: 100% M: 0% Y: 0% K: 0% 100% cyan Secondary Colour C: 0% M: 0% Y: 0% K: 100% 100% black AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz123456789 Trebuchet MS Regular (Standard font for Windows and Mac)
  • 9. 9 Campaign materials 3.3 Co-branding You can include your logo and place it to the right and make sure it does not exceed the height or width of the open defecation logo. Example of co-branding Example:
  • 10. 10 1 billion people. search Campaign materials 3.4 Print ads - Scale A 1 billion people Portrait 1 billion people. search Landscape 棚 Eng lis h Maste rs 棚 frenc h Maste rs 棚 spanis h Maste rs 棚 Russian Maste rs 棚 Chinese Maste rs 棚 arabic Maste rs *For high resolution open artwork, contact Christina Samson at christina.ann.samson@undp.org
  • 11. 11 Campaign materials 3.4 Print ads - Scale B 1 billion people have no choice but to defecate outside, often in the open with no privacy. 1 billion people have no choice but to defecate outside, often in the open with no privacy. search Portrait 1 billion people have no choice but to defecate outside, often in the open with no privacy. search Landscape 棚 Eng lis h Maste rs 棚 frenc h Maste rs 棚 spanis h Maste rs 棚 Russian Maste rs 棚 Chinese Maste rs 棚 arabic Maste rs
  • 12. 12 Campaign materials 3.4 Print ads - Health Cholera, typhoid, hepatitis, polio, diarrhoea, worm infestations, reduced physical growth, impaired cognitive function and undernutrition. Cholera, typhoid, hepatitis, polio, diarrhoea, worm infestations, reduced physical growth, impaired cognitive function and undernutrition. search Portrait Cholera, typhoid, hepatitis, polio, diarrhoea, worm infestations, reduced physical growth, impaired cognitive function and undernutrition. search Landscape 棚 Eng lis h Maste rs 棚 frenc h Maste rs 棚 spanis h Maste rs 棚 Russian Maste rs 棚 Chinese Maste rs 棚 arabic Maste rs
  • 13. 13 Campaign materials 3.4 Print ads - Children A child dies every 2.5 minutes. A child dies every 2.5 minutes. search Portrait A child dies every 2.5 minutes. search Landscape 棚 Eng lis h Maste rs 棚 frenc h Maste rs 棚 spanis h Maste rs 棚 Russian Maste rs 棚 Chinese Maste rs 棚 arabic Maste rs
  • 14. 14 Campaign materials 3.4 Print ads - Women Women face the daily threat of sexual violence. Women face the daily threat of sexual violence. search Portrait Women face the daily threat of sexual violence. search Landscape 棚 Eng lis h Maste rs 棚 frenc h Maste rs 棚 spanis h Maste rs 棚 Russian Maste rs 棚 Chinese Maste rs 棚 arabic Maste rs
  • 15. 15 Campaign materials 3.4 Print ads - Environment Most sewage in the world is discharged untreated into rivers, lakes and oceans. Most sewage in the world is discharged untreated into rivers, lakes and oceans. search Portrait Most sewage in the world is discharged untreated into rivers, lakes and oceans. search Landscape 棚 Eng lis h Maste rs 棚 frenc h Maste rs 棚 spanis h Maste rs 棚 Russian Maste rs 棚 Chinese Maste rs 棚 arabic Maste rs
  • 16. 16 Calculate an 8 column grid from the safety area Speech bubble spans 4 columns x Minimum height of speech bubble is height of ad x divided by 8. Height can be increased depending on length of copy, but should always have a safety area of the X height of the open defecation logo. Width of open defecation logo is width of speech bubble divided by 3 Y Y Lock up to be centred in the height of the ad 遜 Y Campaign materials 3.4 Print ads How to adapt vertical print ad
  • 17. 17 Calculate an 8 column grid from the safety area Speech bubble spans 2 columns x Minimum height of speech bubble is height x of ad divided by 8. Height can be increased depending on length of copy, but should always have a safety area of the X height of the open defecation logo. Width of open dfecation logo is width of speech bubble divided by 3 Y Y Lock up to be centred in the height of the ad 遜 Y Campaign materials 3.4 Print ads How to adapt horizontal print ad
  • 18. 18 Campaign materials 3.5 Audio Use informative ads 1 and 2 to create understanding about open defecation. Use a famous local celebrity. Ideally someone with authority, respect and if possible, a recognisable speaking voice. Ad 1 In this ad, we hear silence, just the atmospheric sounds of an empty room. Then after nine or ten seconds, we hear a spokespersons voice: Spokesperson: Today, 120,000 pregnant women will be infected with worms. Search open defecation. (Theres a moment of silence.) Spokesperson: Every two and a half minutes, a child will die from diarrhoea. Search open defecation. (More silence.) Spokesperson: Every minute, 1.1 million litres of human excrement will enter the River Ganges. Search open defecation. 棚 EXAMPLE OF audio AD 1 Ad 2 In this ad, we hear silence, just the atmospheric sounds of an empty room. After nine or ten seconds, we hear the voice of a local celebrity. VO: The water you drink may contain your neighbours excrement. Search open defecation. (Theres more silence.) VO: And the water your neighbour drinks may contain yours. Search open defecation. 棚 EXAMPLE OF audio AD 2
  • 19. 19 Campaign materials 3.5 Audio Use ad 3 to start conversations and inspire change. Ad 3 Call to action with a celebrity In this ad we hear the voice of a local celebrity delivering a variety of positive facts about the benefits of ending open defecation. Between each fact, we hear a crowd of local children chanting END OPEN DEFECATION! together. Local Celeb: This is [name of local celebrity]. I want to talk about Open Defecation. Ending open defecation will save 500 children every day. Crowd of Children: END OPEN DEFECATION! Local Celeb: Ending open defecation will keep thousands of girls in school. Crowd of Children: END OPEN DEFECATION! Local Celeb: Ending open defecation will help protect your drinking water. Crowd of Children: END OPEN DEFECATION! Local Celeb: Using toilets and latrines can have many positive effects. Crowd of Children: [INDIA] AGAINST OPEN DEFECATION!
  • 20. 20 Campaign materials 3.6 Radio soap opera Radio can be a great tool for reaching isolated communities. Community theatre projects are often used to dramatize the issues and effects around poor sanitation practice. Create a radio soap opera around open defecation as a powerful educational tool. Weve created a template you can adapt locally.
  • 21. 21 This is a guide to construct your radio soap opera, which you can adapt as you wish. It will be more powerful if you bring the sights, sounds and voices of your country and culture, to make the story your own. There is only one objective to raise the issue of open defecation as a harmful sanitation practice, with potentially terrible consequences. How to use this document The Everyman should be instantly recognisable, with a recognisable family and recognisable problems. He is intelligent, funny and loving. He is loyal to his community, people hold him in high esteem, but he is not the head of the community. We should see the Everyman as a good person, and associate our decisions with his decisions, our reactions with his reactions. He is a symbol of making the right choice. This story is about him and his family. The Villain should be arrogant, ignorant and cold, and so are his family. They are high status, but the community do not like them. They are very set in their ways, and see themselves as above the place they live and the other people who live there. The Fool should appear simple, optimistic and joyful. Everything should go wrong for the Fool, but it doesnt affect him. He wears his heart on his sleeve. His family is low status and have lived in the community for generations. They have a reputation for being simple, but everybody loves them. He loves where he comes from and the people who live there. Characters The Villain The Everyman The Fool Outline Exposition Empathy Conflict Tragedy Realisation Confrontation Change We introduce the characters and the setting. We develop a bond with the Everyman. The Everyman and the Villain have a conflict. Everymans child dies from diarrhoea. We see the characters understand the Tragedy. We see the characters question a way forward. Something is done to ensure this never happens again. Episode 1 Episode 1 EXPOSITION In this episode we meet the characters and their families, and the area where they live. The Everyman is helping the fool fix something that hes done wrong. The Villain ridicules them. Were introduced to the characters and the setting. We associate most with the Everyman. We love the Fool. We hate the Villain. We know that Open Defecation is practised here. Synopsis Objectives Campaign materials 3.6 Radio soap opera Template for creating radio soap opera Download radio template
  • 22. 22 4 Online materials 4.1 www.opendefecation.org We need everyone to know about open defecation so we can end it by 2025. Share your time on www.opendefecation.org. Collecting thousands of hours of donated time will help break the silence around open defecation. Then share www.opendefecation.org on social media! Open defecation is when people have no choice but to defecate outside, often in the open with no privacy.
  • 23. 23 Online materials 4.2 Social media - Twitter Use the following hashtags for this campaign: #opendefecation #sanitation These are examples of some of the messages for social media, but here are other ideas: Share photos of the campaign in action Share creative sanitation images with us at @opendefecation Share pictures of people using the logo, on themselves or other places Tie in the celebrities you work with to make sure their fans see the messages too Sample Messages Open Defecation @opendefecation 1 billion people. #opendefecation #sanitation Open Defecation @opendefecation 1 billion people have no choice but to defecate outside, often in the open with no privacy. #opendefecation #sanitation Open Defecation @opendefecation Cholera, typhoid, hepatitis, polio, diarrhoea, worm infestation, reduced physical growth and undernutrition. #opendefecation #sanitation Open Defecation @opendefecation Women face the daily threat of sexual violence. #opendefecation #sanitation Open Defecation @opendefecation A child dies every 2.5 minutes. #opendefecation #sanitation Open Defecation @opendefecation Most sewage in the world is discharged untreated into rivers, lakes and oceans. #opendefecation #sanitation Follow us on Twitter @opendefecation
  • 24. 24 Online materials 4.2 Social media - Images Share campaign images on your website and social media networks (such as Twitter, Facebook, LinkedIn, Tumblr). On your website, link images to www.opendefecation.org On tweets, link to www.opendefecation.org and use hashtags #opendefecation and #sanitation Download images for use on social media: 棚 Eng lis h IMAGES 棚 frenc h IMAGES 棚 spanis h IMAGES 棚 Russian IMAGES 棚 Chinese IMAGES 棚 arabic IMAGES Examples of using message and images on social media Twitter Twitter Facebook LinkedIn
  • 25. 25 A child dies every 2 minutes. 1 billion people have no choice but to defecate outside, often in the open with no privacy. 1 billion people have no choice but to defecate outside, often in the open with no privacy. search A child dies every 2.5 minutes. learn more Online materials 4.3 Web banners We encourage you to feature the campaign on your website, linking banners and images to www.opendefecation.org Examples of placing web banners on homepage and next to relevant content
  • 26. 26 4 Online materials 4.3 Web banners - MPU banner Box fades on Logo comes on with each stroke brushing on individually Learn more box fades on 1 billion people have no choice but to defecate outside, often in the open with no privacy. learn more 棚 MPU BANNER *For flash file, contact Christina Samson at christina.ann.samson@undp.org
  • 27. 27 Box fades on 1 billion people have no choice but to defecate outside, often in the open with no privacy. Logo comes on with each stroke brushing on individually Learn more box fades on learn more 4 Online materials 4.3 Web banners - Leader banner
  • 28. 28 Box fades on Logo comes on with each stroke Learn more box fades on brushing on individually A child dies every 2.5 minutes. learn more 4 Online materials 4.3 Web banners - Skyscraper banner
  • 29. 29 5 More ideas Sanitation murals These murals can be designed to use the local visual language in order to raise awareness about open defecation. Give local artists or illustrators a toilet, latrine, or other sanitation symbol as a blank canvas. Let them illustrate the messages in your local language in a positive light. You could also use the murals in other ways; Start an art competition to find the best mural. Use the templates as a fun activity for school lessons. Bring the art to life and paint the sanitation equipment in and around the community. Celebrity silence Ask celebrities to donate 10 secondas of silence. Ask them to insert this silence in the middle of a live interview, acceptance speech or public appearance. This moment of silence will serve as a spotlight on the unspoken issue of open defecation, but also a moment of thought and reflection on this issue. Ask them to wear the logo on their hand when theyre on camera. This could be a high profile way to start people asking about the symbol and starting to understand the campaign. Toilet hut Other powerful campaign ideas for you to consider:
  • 30. 30 1 milliard de personnes nont pas dautre choix que de d辿f辿quer par terre dehors, et la vue dautres personnes. Senegal contre More ideas Adapting ad to your country colours Ultimately the choice of which templates to use and how you use them is up to you, but we would recommend the following when making your decision. If you are looking to raise awareness in a country where open defecation is not practiced, please use the white templates that use simple facts. Start by explaining the scale of the problem and then use the other messages. If you are looking to raise awareness in a country where open defecation is practiced, then please use the positive messages and change the templates to the colours of your national flag. Use all of the messages to show the different sides of the issue.
  • 31. 31 More ideas Silent videos You could build on the idea of silence and ask celebrities, key decision makers and the public to donate their silence on social media. An image or a 7 second video of them staring into the camera. No cuts, no words, no sound at all. Encourage people to use #opendefecation and www.opendefecation.org in their post. These "silent videos" could be shared on Instagram, YouTube, Vine, and Facebook. *Images for reference only Donating silence for #opendefecation
  • 32. Thank you Need help? Contact us: Amanda Marlin Water Supply and Sanitation Collaborative Council (WSSCC) amanda.marlin@wsscc.org Amalia Navarro UN Millennium Campaign amalia.navarro@undp.org Christian Clark UN Department of Public Information clark1@un.org Created by Mother London for the UN