Media and communication strategy. Rotary Family Health Days.

1. Media and Communication Strategy 2015

2. Outline
• Objectives
• Context
• Target audiences
• Approach
• Messaging
• Timing and phasing
• PR Opportunities
• Collateral
• Next Steps

3. Objectives
• To create awareness of Rotary Family Health Days
• To maximize media coverage both online and offline.
• To mobilise communities to attend the 3-day RFHD’s
• Promote an active healthy lifestyle for all South Africans
• To recognise the sponsors and supporter base
• Align to the NDOH’s strategic plan for Health

4. Objectives
1.
2.
3.
AWARENESS
UNDERSTANDING
CALL TO ACTION
What’s happening
when and where
Why it’s important
Why you should
come along
Date and place
Services offered
Sponsors
Past impact
Potential impact
How you will benefit
How to participate

6. Context
• RFHA coordinated a successful Rotary Family Health Day event in 2013
and 2014
• The plan for 2015 is to consolidate these gains

7. What did we learn
• International and SA web sites have made great strides and we should use text
optimally and integrate with social media
• Rotarians must be encouraged to post and use the various channels – real time
• A lack of knowledgeable spokes people in various language and regions
• Government and Main sponsor’s media team to be more involved
• Need more commitment from SABC TV and popular radio stations
• Ambassadors must be involved from the start
• Communication flow between steering committee and clubs were lacking
• A full time media assistant for the project
• Issue with Branding position on stage needs to be taken into consideration this
year.
• Identify partner spokespersons for live interviews to avoid negative publicity.

8. Context

9. Target Audience
• Direct: Primary Audience
• Geography: Outreach to Urban, Informal and Rural settlements, must be
Province relevant, be more flexible in areas with a large demographic of
rural areas.
• LSM 4-6 (Living Standard Measure, It divides the population into 10 LSM
groups, 10 (highest) to 1 (lowest) it is a research tool used in Marketing to
categorize people in the process of conducting research.
• Cultured/Traditional Value System: Religious , Importance of family,
strong sense of community. Strong relationships/ Spirit of Ubuntu.
• Ascribed Status: Power based/ Kings or Chiefs, Community Leaders.
• Informal Social Life: Slow means of Communication, lack of modern
technology.

10. Context

11. Target Audiences Cont.
Indirect: Secondary Audience
Characteristics of Public Influencers:
• Credible, help spread the word
• Positive impact on social media
• Respected and known for driving quality content
• Engaged and devoted following
1. Rotary
-Motivate existing Rotarians
-Potential members (especially younger members)
2. Media and influencers
3. Sponsors
4. Government and other NGOs: Because the rural people relate closely with the
community leaders/elders.

12. Approach:
Recommendations
• Reuse and rework existing artwork
• Stick to Corporate ID
• Play an advocacy role with all Rotarians
• Agree with DoH and MTN on use of branding
• Repeat what worked before
• Focus on promoting the website and other social media
• Identify well known celebrity/ambassadors to represent the event and draw more
appeal
• Invite DoH and MTN’s spokespeople to assist in media engagements
• Tap into the DoH and MTN’s media resources and channels to effective reach a
wider footprint
• Align campaign to DoH strategy to help meet overall outreach targets.

13. Messaging
• Primary
• Call to action: to mobilize the community to participate through emotionally
compelling content
• Raise awareness
• Educate
• Secondary
• Promote partners and sponsors
• Other considerations
• General family health vs. HIV/Aids testing
• Clear messaging around what is being offered
• Detail about who is bringing the service is more relevant to the media and
stakeholders – logos are fine on print, on radio the focus has to be on the
benefit and call to action
• Social community mobilization

14. Platforms
RFFASA Website
Social Media (Facebook,
Twitter,YouTube)
OWNED
Print
BOUGHT
Google Adwords
EARNED
PR
Blogger/ Influencer
Outreach
Conversation
TVRadio
SMS(location finder)
PUBLIC SERVICE
ANNOUNCEMENT

15. Platforms Cont.
TV
SABC
ETV
PRINT
Caxton
Citizen
Sunday Times
CommunityNewspapers
(WC& EC)
SOCIAL
Facebook
Twitter
You Tube
MXIT
Caxton
RADIO
SABCRadio
YFM
Primedia
ONLINE
RFHASAWebsite
Caxton

16. Content Pillars
All media
All media
All mediaRFHA NEWS
RFHA PEOPLE
RFHA ACTIVITIES
FAMILYHEALTHDAYS
New developments
and media coverage
Stories about the
people involved
Activities onthe day
All mediaRFHA IMPACT Assessment of the day

17. Timing
Build upinterest
OBJECTIVESPHASE
1.BUILDUP
TIMING
All Media
PR
2. EVENT
3.FOLLOW UP
Awareness at the time
Amplifyimpact
build on for 2015
Social, TV&Radio
All Media
PR
2 weeks after
During
4weeks prior
ELEMENTS

18. PR Opportunities
• RFHA SA website – storytelling medium
• Create news around the Spokespersons/Ambassadors
• Unsung heroes in the DoH, on invitation to MTN
• Marion’s story
• Rotarians
• Celebrities/ Ambassadors/ Key influencers
• Have a robust online campaign using the established social media platforms to
generate interest, include many voices in the conversation, and issue calls to
action.
• Engage with all the sponsors on additional branding and PR opportunities
available
• Emphasize the positive of the campaign through thought leadership/Stakeholder
relationship

19. PR Opportunities Cont.
• Use emotionally compelling content through “Shared experience”
• Caxton delivers to the LSM reach through 200 newspapers linked to their
webpages. Caxton can start publications as soon as possible to enhance
attendance rates and maximize on opportunity.
• Identify places where there are large mass movements within the communities so
that people are able to locate the sites much easier for example: train stations or
taxi ranks
• Radio stations to have the most positive roll out and high return rate for reaching
these populations of high listenership. This will be pushed by all local radio DJs
around their platforms to mobilize people.
• Strategy through narrative “Story” in three phrases: before, during and after the
campaign. Played out in a seamless process.
• Media took kit

20. Collateral
• Advocacy took kit to include: Key messaging, fact sheet, Q and A,
background and collateral.
• RFHD Factsheet, Stats and Targets
• Briefing template for interviews
• Press Release – RFHD announcement, Press release document with each
stakeholder statements infused in one whole press release.
• Crisis Comms Papers – risk scenarios and holding statements
• Identify all spokesperson for all partners, briefing Book for spokespersons.
• Press Release – RFHD Launch and RFHD Final Outcomes
• Partner profiles
• Branding Guidelines: Main Stage allocated to Rotary and Government
with main partners like MTN and SABC the rest to locate branding on the
sides. Allocate Task team to monitor this.

21. Collateral Cont.
• Get a floor Plan for the area in Illembe District launch site venue
• Have a list of identification “names” of all people who will be featured in
photographs for newspaper publishing
• Branding Guidelines: Main Stage allocated to primary partners ((NDOH,
RFHA, Rotary, Pepfar (CDC and USAID) Caxton ,SABC and MTN to locate
branding on the sides. Allocate Task team to monitor this.

22. Next Steps
• Update and Improve RFHA SA website
• Media training on the 1st week of July 2015
• Develop updated artwork
• Create and edit short video clips for online use
• Coordinate with sponsors and support partners
• Approach media with PR angles
• Identify and liaise with selected ambassadors
• Build social platforms and communities through newsletter direct campaign
• To run a social mobilization before the event to create awareness to
popularize and sensitize the event.
• Website to go live with all uploads and information that Rotarians can have
access to.

23. Questions & Answers
Thank You