The APCOM Secretariat rebranded their "MSM and Transgender Networks Capacity Initiative" project to "JumpStart". They developed a communication strategy to inform internal and external stakeholders about the name and logo change. The strategy includes briefing stakeholders, producing informational materials like a video and newsletter, and disseminating information through meetings, email, websites and social media. The goal is to make the project more visible and ensure all stakeholders receive consistent messaging about the rebranding and project objectives.

1. The Communication Strategy for Rebranding the Project “JumpStart”
Name of Organization: APCOM Secretariat
Type of business: Non-governmental organization
Location: Asia Pacific
Project: JumpStart
Background:
In 2014, APCOM in cooperation with Australian Federation of AIDS Organizations (AFAO) launched
the project called “MSM and Transgender Networks Capacity Initiative” (CSI project) which is also
used as the logo. This project has been emerged as it is realized that HIV is affecting the MSN and
transgender community rather than the general population. Thus, it is vital the affected population
starts to protect themselves and one way is to strengthen their capacities to effectively respond to
the issues surrounding HIV and initiating critical enables such as equal access to programs, law
reform and sexual health rights.
The first year of the CSI project was successful and AFAO will be continuing the support in the year
2015. The second phase of the program will reach out to more MSN and transgender networks in
the countries of Greater Mekong and ISEAN sub-regions.
However, APCOM and AFAO has rebranded the title of the project and logo. The project title has
been changed from “MSM and Transgender Networks Capacity Initiative” to “JumpStart.” The logo
has also been changed accordingly.
The strategic communication with APCOM and AFAO’s stakeholders internal stakeholders
(employees) and external stakeholders (MSM, transgender people, public, supporters, volunteers,
partners and networks) need to be developed in order to assure the project can be more aware and
more visible among our stakeholders in regional, sub-regional, and national levels as the old name
and logo could not draw attention from the public as planned.
Objectives
 To assure the project can be more aware and more visible among APCOM and AFAO’s
stakeholders in regional, sub-regional and national levels
 To assure that all information can easily reach the target audience inclusive of internal
stakeholders (employees) and external stakeholders (public, supporters, volunteers,
partners and networks)
 To address the change on the project name and logo from “MSM and Transgender Networks
Capacity Initiative” to “Jumpstart.”
 To re-launch the new brand of the project “MSM and Transgender Networks Capacity
Initiative” under “Jumpstart.”
 To disseminate information on JumpStart to APCOM’s stakeholders

2. Initiative Communication Strategy, Target Audience and Action Plans:
Communication with Internal Stakeholders (Employees):
 APCOM’s Country Director, AFAO’s International Programs Officer, or Advocacy Capacity
Development Officer to brief all staff on the re-launch of the project brand by highlighting
the change of the project title and logo, the previous outcome and the expected outcome of
the ongoing project.
 Those to address that the same content message, pictures and brand logo must be used
throughout the region for communication and dissemination; however, the translation of
the text into different languages can be made; except the logo.
 Emails, briefing, meetings are practiced to communicate internally.
Communication with External Stakeholders (MSM, Transgender People, Public, Supporters,
Volunteers, Partners and Networks):
 APCOM and AFAO team to brief external stakeholders on the re-launch of the project brand,
the previous outcome and the expected outcome of the ongoing project via email, face-to-
face meetings, Skype call, mails them or give them by hands necessary materials such as
news releases, stickers, leaflets, newsletter, etc.
 APCOM and AFAO team to visit the regional, sub-regional and national networks and
partners in order to brief them on the project rebranding and outcomes, and ongoing as well
as continuing campaigns and present them the VDO presentation and necessary information
and materials.
 APCOM to create a news release to be used for communicating with the stakeholders.
 APCOM to produce the video presentation presenting the objectives of the project
“JumpStart”, previous outcome from Phase I, rebranding, and ongoing as well as upcoming
campaigns.
 The video presentation and the news release to be unloaded into APCOM’s re-launching
website, Mailchimp, social media.
 APCOM’s newsletter to feature 1-2 pages on the rebranding of the project “JumpStart.” The
content includes the objectives of the campaign, rebranding, previous activities and ongoing
as well as upcoming activities.
Media Opportunities
Traditional Media (TV, radio, newspapers, magazines, books, and movies):
 Press releases regarding the project “Jumpstart” to be sent to traditional media including
relevant newspapers (2 weeks before the launch of the project), relevant magazines such as
Attitudes or gay magazines (2 months before the launch of the project).
 Media visit to be made if possible.
 Community development journals
Social media:
 To upload the video presentation and to place the news release on the rebranding and re-
launch of JumpStart, Phase II on APCOM’s website and social media inclusive of Facebook,
Twitter, Youtube, etc.

3. Materials needed to be produced for Communication:
 Jumpstart overview material
 News release
 Newsletter
 VDO presentation
 Etc.
Initiative Action Points and Timeframe
Responsibility Action Points Timeframe
Inad and Joe Conduct the context analysis to develop the key message
for communication with internal and external
stakeholders.
by the end of January
Craig and Joe - Create the text of Jumpstart overview material, news
release, quarter newsletters on rebranding and the re-
launch of the project for communication with internal
and external stakeholders.
- Keep quarterly updated on the project, activities and
progress on APCOM’s newsletter/website/social media
by mid-February
Quarterly
TBA Work on the production of the VDO presentation. January-February
Vannes Work on the design and artwork for the communication
materials such as brochures or leaflets.
February-mid-March
APCOM and AFAO’s
JumpStart team
 Divide task for communication with the regional, sub-
regional and national networks and partners on
rebranding, the change of the project title and logo, the
previous outcome and the expected outcome of the
ongoing project as following:
- Midnight to communicate with staff and MyISEAN
and disseminate information to partners in Malaysia
- Inad to communicate with VNMSMTG - Vietnam and
BC and disseminate information to partners in
Cambodia
- James to communicate with MYS – Myanmar and
disseminate information to partners
- Chris Connelly to communicate with Dangal –
Philippines and CODIVA and disseminate information
to partners in Timor – Leste
- Christ Ward to communicate with LaoPHA – Laos and
GWL-INA and disseminate information to partners in
Indonesia
- Joe supported by INAD to communicate with RSAT
and disseminate information to partners in Thaialnd
by March
Craig Send out the news release to media. by March
Joe in cooperation
with Huey
Update and publish all communication materials on
APCOM’s social media.
by Mach
APCOM and AFAO’s
JumpStart team
Have a regular meeting to update and feedback. January-June

4. Joe/James with
inputs from all
Post partner events/activities/advocacy/news on
APCOM/AFAO website/Facebook page.
Regularly during Jan-
June
TBA Evaluation. June-July
General Recommendations for More Effective Creations and Production of Media and the
Language Use
Traditional Media:
 Press releases: factual, academic, informative, precise, abbreviation avoidance in the first
statement, technical term description and definition, and references
 Print media (leaflets, brochures, postcards, stickers, newsletters) : factual, academic or
friendly, informative, precise, abbreviation avoidance in the first statement, technical term
description and definition, graphic, visualization, and illustration, references
Website, VDOs, Email, Online Newsletter and Social Media (Facebook, Twitter, YouTube)
 Concise texts
 Mobile friendly, laptop and PC platform
 VDO use
 Infographic
 interactive
 Visualization
 Illustration
 Factual
 Academic or friendly
 Informative
 Precise
 Abbreviation avoidance in the first statement
 Technical term description and definition
 References