HBCC

CAM PAIG
GLOBAL
PITCH BRIEFING

N SESSION 22 JULY
2020
Meet the Team who worked on the
brief

ANILA GOPAL CARISSA ABRILLO MYRIAM SIDIBE MICHAEL OPONDO

Director, Senior Manager Chairperson NBCC Digital &
Health & Well- Health & Well- Handwashing expert Communication Lead
being being UNILEVER & Senior Fellow, NBCC
UNILEVE Harvard
R

Inputs from
MAGGIE RARIEYA ROBERT AUNGER PHEODOR MUNDIA
DFID
Head of Associate Professor Chairman, MSK
Secretariat LSHTM Strategic Business
NBCC Manager to the Managing
Director
 AGEND
A
Background: The HBCC
Coalition

Behavioral Change

Principles The Insight

Our Target Audience

The Objective & Key

Message

Pitch Deliverables &

Timings Pitch Response

Hygiene is our strongest line of defence.
This is the basis of the Hygiene &
Behaviour Change Coalition.

Unilever and DFID launched The Hygiene and

Behaviour Change Coalition (HBCC) to fight
COVID-19 through a coalition of NGO partners
that are well positioned to mount a rapid
response on an unprecedented scale.

The coalition will focus on hygiene and behavior

change interventions. It will deliver high-impact
interventions to improve both personal and
environmental hygiene to reduce the
transmission of COVID-19.

Hypelane Clothing Co. 2020

20+ coalition partners till
date
Core Team Partners

Technical
Partner
Geographic Coverage
 Ambition to reach 1 billion
people

26.8m 34m 114m

Refugee Elderly Health
s Workers
reached reached
People
reached
17m
22m
Immuno- 152m
Migrant
Compromise Women
d People
Workers
reached reached
reached

330M PEOPLE IN FIRST

PHASE
3-
PRONGED
APPROACH Mass Awareness
& Product
TO FIGHT Availability

COVID-19
Building on
Unilever's tried and Behavior
tested hygiene Change
interventions Programmes

Digital
Behavior
Change
 WHY ARE WE
HERE
TODAY?

This brief is for a global communication

campaign intended to motivate people to
increase and sustain hygiene practices
to protect their loved ones and their
communities, and restore stability to their
own lives.
 Myriam Sidibe
NBCC Director/Founder
…on behaviour change and expected
 #1. DO IT FOR OTHERS: Affiliation (doing what others
are perceived to do) and Nurture (caring for loved ones)
BEHAVIOURA
are strong motivators of handwashing
L CHANGE #2. ACT TOGETHER: Highlight the fact that a few
PRINCIPLES defectors can risk the sacrifice of the whole group
adds moral pressure to conform to the new rules
#3 FACILITATE TRUST: Communications should
use sources that are trusted by their target
audiences.
#4. MAKE IT POSSIBLE: People are more likely to
behave in ways that require minimum time, physical
effort or cognitive load.
#5. GET ATTENTION: Communications must be
surprising, presented in new ways with new
insights
#6. EMPHASIZE REWARDS: People do things
because they are rewarding- physical, like money or
THE TWO-FOLD IMPACT OF COVID19

DISEASE DISRUPTION
THE TWO-FOLD IMPACT OF COVID19

DISEASE
Fear & concern for self
and loved ones of
getting the virus
THE TWO-FOLD IMPACT OF COVID19

DISRUPTION
To people’s lives
and
livelihoods

“I WOULD RATHER DIE OF COVID-

19, THAN OF HUNGER”
 “How do I live my life now?”
People are uncertain about how to live in a new
reality with COVID-19. Feelings of restriction,
apprehension, and unease arise as they try to
do “normal things” with the threat of infection
continuing to loom.
“I want peace of mind to move
forward with my life again--earn
a livelihood, while protecting
the health of my family &
friends.”
THE INSIGHT
THAT DRIVES THIS
BRIEF
 INSIGHT
I want peace of mind to move forward with my
life again—earn a livelihood while protecting
the health of my family & friends
Despite the uncertainty, consumers are forming new routines within areas that
they can control. They are getting used to ushering in a new reality, and
therefore have moved from uncertainty to adaptation.
Within this adaptation comes the role of habits.
• Protect their livelihood.
• Prioritising protecting themselves and their families.
• Bring joy and calmness to their lives.
• Feel good.
 MEET OUR TARGET
AUDIENCE
LSMcentral
who are 1-6, 20-45
familyyear old, men
figures/heads
and women
of households, with or without
kids, living in urban & rural AFRICA

areas.

SOUTH ASIA SOUTH EAST ASIA


AUDIENCE
They either stay home with
the family or come from
various fields of work,
working very hard to secure
their day to day life and also
therefore, the most
susceptible to catching and
transmitting COVID-19.
MEET OUR TARGET
They fall in the low awareness They now have basic awareness
bracket w/ potential for high
of COVID-19 and know about
consequence due to --- lack of the handwashing and social
knowledge, lack of prioritization,
distancing practices due to
difficulty in access to soap & government-imposed
water or hand sanitizers and
regulations, but still seldom do
living in crowded settings which them.
makes social distancing a
challenge.
WHAT THEY
HAVE TO SAY
• NOW MY PROBLEM: COVID-19
once previously a far away
was
concept, but is now the reality &
an immediate threat

• ANXIETY IS HIGH: The level of

concern towards the
Coronavirus situation is highest
globally.

• EMPATHY IS KEY: Asian countries

typically value a more
empathetic/ emotional response
to the COVID- 19 situation
• TOGETHER WE CAN Sharing
information and joining forces to
overcome the challenges
resonates. Virtual togetherness
strengthens resolve and renews
ASI
• CONCERN IS HIGH:
Africans are expressing
concerns at similar levels to
those seen by severely
affected countries

• ECONOMIC WOES: Loss of

income is a reality for many.
Health concerns are thus not as
pressing currently

• LOCKDOWN BLUES: Consumers

miss social interaction as well as
routine and a sense of safety
AFRIC
INITIAL COMMUNICATIONS WAS TO BUILD AWARENESS
WHAT THEY’VE SEEN WHERE WE NEED TO GET
TO

How we communicate with our audience

is essential to behaviour change
uptake
 Get LSM 1-6, 20 to 45 year-old men and
women, to increase and sustain hygiene
behavioural practices by establishing
the importance of
- Handwashing as often as possible as a
COM M UNICATIO habit,
not to pick up or spread germs
N OBJECTIVE - Personal hygiene (Wearing of a mask in
public places, Physical distancing from
those from outside your household where
possible)
- Surface hygiene (disinfect surfaces
with bleach)
 THINK DO
‘Yes, the I follow the
corona prevention
CURREN

pandemic is requirements if they

still a
serious
are convenient to
me, or only if I have
OUR
T

threat, but I
also need
to.
AUDIENC
to get on
with my life, E
and
‘Practicing simple,
survive.'
straightforward
I make the simple
corona prevention
THOUGHT
DESIRE

prevention measures
means that I can go
measures a part of my
daily routine, as it JOURNEY
D

about my daily life frees me up, with

normal, and with peace of mind, to
peace of mind that I focus on the
will not be a part of important things I
the corona infection have to do .
 SINGLE MOST
IMPORTANT POINT TO COMMUNICATE
Consistently practicing a few simple behaviors gives me the peace of mind
to go forward with my life, while protecting the health of my family and
friends.
 EXECUTIONAL GUIDELINES
Do not be hamstrung by these, but understand clearly their underlying
rationale:
1. The concept of “taking care of others” is a key underlying element is
that these actions conform with being a good citizen”.
2. Concept accessibility is essential. It must neither be elitist and “too
clever”,
nor “dumbed down” and trite.
3. Digital as an integral part of the campaign, and not just an
afterthought.
4. We shall always be asking, ‘how do you think this will impact
behaviour
change?’
5. Inclusion of all, including people with disabilities (physical & mental).
 TONALITY
1. Simplicity in comprehension for low-income audience
2. Credible and authoritative, but approachable.
3. Motivating and empowering. Positivity and security is what people
are looking for after a period of very little control over their futures.
Emotionally compelling.
4. Highlight the ease of the desired behaviours. Practical tips and
reassurance is what people seek.
5. Make messages catchy and memorable.
6. Appeal to people’s social nature.
CREATIV CAMPAIGN IDEA
Global campaign idea that can be localized
E PITCH / adapted by each region

DELIVERA CREATIVE EXECUTION

BLES • 15-sec for TV
• East Africa & South Asia versions
• Key Visuals
• Social Media Executions

RESOURCES
Proposed team that will work on the
campaign. Include Name and Credentials.

CAMPAIGN BUDGET: 300K

EUR
PITCH & PITCH
PITCH BRIEFING July 22
CAM PAIGN AGENCY Q&A July 23
PITCH RESPONSE Aug 03
AGENCY SELECTION Aug 04
D EVELO PM
EN T CAMPAIGN DEVELOPMENT
CAMPAIGN IDEA LOCK Aug 07
TIMELINES TVC PREVIEW Aug 17
PRODUCTION Sep 04
MASTER DELIVERY Sep 18
 1. CREATIVE EXECUTION
• RELEVANCE – To our audience, ( including low-

CRITERIA •
income) & to our goals ( hygiene behavior change)
MEMORABILITY – Does anything from the idea
stay with me?
FOR THE • CREDIBILITY – Does it ring true? Can I bring it
back believably to the point we are trying to
make
• SURPRISE – Is it expected or is there something in
it that gives me a l ittle reward for paying
W IN N IN G •
attention?
ENGAGING – Does it hold your attention? Does it

AGENCY produce a level of emotion in you or make you

think twice?
• REFLECTS INSIGHT FROM ASIA & AFRICA
2. EXPERIENCE CREATING GLOBAL
CAMPAIGNS AT SPEED (OR REGIONAL
CAMPAIGNS THAT GET ADAPTED TO
ASIA/AFRICA)

*NOTE: COALITIONS BETWEEN AGENCIES

IS
ENCOURAGED TO ENSURE LOCAL
INSIGHT & SPEED
THANK YOU!

For any inquiries please

contact
Carissa.Abrillo@unilever.com
HBCC
CAM PAIG
GLOBAL
N THANK YOU.
For any