End open defecation toolkit

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 they’re useful, change
them if you need to, tell your community it’s 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
ê Eng lis h logo
*For high resolution logos, contact Christina Samson at christina.ann.samson@undp.org
ê Frenc h logo ê SPANISH logo
ê RUSSIAN logo ê CHINESE logo ê 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.
ê sea rch logo ê 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.
ê 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
ê Eng lis h Maste rs
ê frenc h Maste rs
ê spanis h Maste rs
ê Russian Maste rs
ê Chinese Maste rs
ê 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
ê frenc h Maste rs
ê Russian Maste rs
ê Chinese Maste rs
ê 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
ê frenc h Maste rs
ê Russian Maste rs
ê Chinese Maste rs
ê arabic Maste rs

13
Campaign materials
3.4 Print ads - Children
A child dies every 2.5 minutes.
search
Portrait
search
Landscape
ê frenc h Maste rs
ê Russian Maste rs
ê Chinese Maste rs
ê 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
ê frenc h Maste rs
ê Russian Maste rs
ê Chinese Maste rs
ê arabic Maste rs

15
Campaign materials
3.4 Print ads - Environment
Most sewage in the world is discharged
untreated into rivers, lakes and oceans.
search
Portrait
search
Landscape
ê frenc h Maste rs
ê Russian Maste rs
ê Chinese Maste rs
ê 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
½ 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
½ 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
spokesperson’s voice:
Spokesperson: Today, 120,000 pregnant women will be
infected with worms.
Search open defecation.
(There’s a moment of silence.)
Spokesperson: Every two and a half minutes, a child will die
from diarrhoea.
(More silence.)
Spokesperson: Every minute, 1.1 million litres of human
excrement will enter the River Ganges.
ê 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 neighbour’s
excrement.
(There’s more silence.)
VO: And the water your neighbour drinks may contain
yours.
ê 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.
Local Celeb: Ending open defecation will help protect your drinking water.
Local Celeb: Using toilets and latrines can have many positive effects.
Crowd of Children: [INDIA] AGAINST OPEN DEFECATION!

20
Campaign materials
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. We’ve 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 doesn’t 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.
Everyman’s
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 he’s done wrong.
The Villain ridicules them.
We’re 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
Template for creating radio soap opera
 Download radio template

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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
1 billion people have no choice but to defecate outside, often in
the open with no privacy. #opendefecation
#sanitation
Cholera, typhoid, hepatitis, polio, diarrhoea, worm infestation,
reduced physical growth and undernutrition. #opendefecation
#sanitation
Women face the daily threat of sexual violence. #opendefecation
#sanitation
A child dies every 2.5 minutes. #opendefecation #sanitation
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:
ê Eng lis h IMAGES
ê frenc h IMAGES
ê spanis h IMAGES
ê Russian IMAGES
ê Chinese IMAGES
ê arabic IMAGES
Examples of using message and images on social media
Twitter Twitter
Facebook LinkedIn

25
A child dies
every 2 minutes.
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
ê MPU BANNER
*For flash file, contact Christina Samson at christina.ann.samson@undp.org

27
Box fades on
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 they’re 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:

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1 milliard de personnes n’ont pas d’autre
choix que de déféquer par terre dehors,
et à la vue d’autres 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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