Tunywe Less Commucation Strategy Plan.pptx

Tunywe Less -
Alcohol Consumption
Impact Communication
Strategy
Roll Out Plan
January 2024

TABLE OF
CONTENTS
01. Brief Recap
Understanding the business & consumer
challenge and the tension that the brand
can play at.
02. Situation we face
The tension leading to the insight and
campaign goal & objective
03. Understanding the consumer
04. Impact & Expected results
Understanding the task at hand
The tension leading to the insight and
campaign objective
05. Strategy on a Page
Approach summarized on a page
06. Communication Framework
07. Campaign Ecosystem
08. Campaign Blueprint

OGS, through its Tunywe Less campaign, seeks to eliminate alcohol abuse in Rwanda, promoting a
culture of healthy living inspired by responsible drinking. In collaboration with RBC, the campaign
addresses the negative impacts of alcohol abuse, highlighting increased HIV vulnerability, weakened
immune systems, and elevated risks of NCDs and mental health challenges. This initiative aims to drive
positive behavioral change, advocating for responsible alcohol consumption and enhancing overall
community well-being.
BACKGROUND
UNLOCKING BRAND VALUE

THE BRIEF
OBJECTIVE: 2024 Responsible Drinking Campaign
• Drive behavior change by integrating HIV awareness, mental health advocacy, and NCD prevention into
the Tunywe Less campaign,
• Highlighting the detrimental impact of alcohol consumption on health, fostering a connection between
responsible drinking and overall well-being.
01.

Where we are now
Rwanda faces a prevalent culture of alcohol abuse,
contributing to increased health risks, including
HIV infections, weakened immune systems, and
rising cases of NCDs and mental health
challenges.
What we need to do
Messaging:
1. Empower individuals to take charge of their health, lives, and
bodies by making responsible drinking choices.
2. Highlight the consequences of irresponsible drinking while
emphasizing the rewards of moderation.
Content Format:
Select ideal content format to carry the message with an aim to impact
the audience in the most relevant manner
Content Format:
Select media channels based on audience relevance for maximum
reach and impact of the message while ensuring Top of Mind of the
message.
Where we want to be
Shift towards a healthier and
responsible drinking culture, reducing
the incidence of alcohol-related health
issues and fostering overall community
well-being.

The current Major Health problem
• HIV: Despite Rwanda's global recognition for meeting the 95-95-95 HIV targets, the country faces an
ongoing viral threat, particularly evident in a recent spike in infections among females aged 15-30. Low
awareness of HIV services in this demographic poses a risk to achieving the 2030 goal of fully
eliminating the virus.
• Mental Health: As a young country recovering from a traumatic past, LMICs face challenges in
routinely screening young audience for mental health problems due to a shortage of trained
healthcare providers. This issue may impact HIV treatment adherence, as existing screening tools,
while available, are costly and often lack contextual appropriateness in resource-constrained settings.
• NCDs: Over half of the 3 million annual alcohol-related deaths result from noncommunicable
diseases such as cancer, digestive diseases, and cardiovascular diseases. Despite the widely
accepted understanding that there is no safe level of alcohol, global alcohol policy falls short,
particularly in low- and middle-income countries. Amid constant policy interference and aggressive
marketing by the alcohol industry, alcohol control efforts aim to regain momentum.
• Alcohol Abuse: Rwanda Biomedical Centre's (RBC) 2022 population-based national survey on the
prevalence of NCDs risk factors in Rwanda released new findings showing that alcohol consumption in
the country has increased from 41 per cent in 2013 to 48 per cent in 2022.
https://bmcpediatr.biomedcentral.com/articles/10.1186/s12887-020-02475-1
https://www.rbc.gov.rw/fileadmin/user_upload/report23/HIV%20Annual%2
0report%202022%20-2023.pdf
https://ncdalliance.org/why-ncds/risk-factors-prevention/alcohol-use

• Global Review: The risk of mortality from alcohol use
is also higher among young people. As of 2016, those
aged between 20 and 24 drink more frequently than
the rest of the population on average, whereas
heavy episodic drinking (HED) is higher among those
aged 15-19 compared with all drinkers of 24+ years
[4]. What makes these figures all the more
concerning is the fact that adolescent users are
more likely to develop alcohol dependence than
those who begin drinking alcohol later in life.
• Rwanda Review: he prevalence of alcohol
consumption and abuse in Rwanda, particularly
among the youth, is a growing concern. According to
a survey by the Rwanda Biomedical Centre, the
frequency of alcohol consumption is higher in men
(61.9%) than in women (34.3%)
Likely age group affected – Youth & Young
Adults

Audience demography – Western Province
• Age: 18-45
• Demographic- Male & Female
• Geography-Rwandan Spread across the provinces
• Kigali
• Southern
• Northern
• Western (For the current roadshow)
• Eastern
• Interests & Affinity Targeting
• Farming, fishing & Agricultural practices
• Community and family values
• Music & traditional dance
• Sports betting and football
• Hanging out with friends & family
• Business

Driving force behind Alcohol Abuse
Experts say there are many factors which lead to alcohol use. Some of the most common
factors are;
• Peer pressure & desire to fit in,
• Socializing and partying – Friday Feeling!
• Dealing with emotional pain, potentially from a traumatic event or abuse
• Alcohol norm fueled by alcohol promotions,
• Escaping realities such as poverty and mental health problems,
• Needing to handle life transitions
• Trouble coping with demands and expectations at home or school
• Lack of parental care, and
• Absence of protective environments and alcohol policy regulations.
https://movendi.ngo/news/2019/05/04/rwanda-tackle-alcohol-as-obstacle-to-development/

Commons Misconceptions used to justify
drinking
• For men, you have to be seen drinking to be perceived as a real man.
• It’s of cultural significance especially during festivities & celebrations to signify deep
appreciation and respect.
• Drinking alcohol allows you to forget your problems.
• Beer is perceived to enable a woman to increase her breast milk.
• To have fun, you must be drunk as it allows your best personality to come out.
• The more one can hold down their, the more the respect you get.

BUT DO THEY REALIZE THE IMPACT?

The problem unfolds in the pursuit of instant
thrills, a journey that blinds them to the gradual
loss of self-awareness affecting the rational
decision-making abilities.

As inhibitions lower, the concealed cost is
overlooked. 'One more drink' becomes the
gateway to uncontrolled yet destructive actions,
resulting in regrettable consequences

And to no surprise, the reality initially ignored
surfaces, accompanied by an additional dose of
regret and consequences that could have been
avoided.

Therefore, to regain control, one needs to take
the first responsible step of dealing with
situations and not drinking through to numb the
situations that lead to making grave mistakes

It all begins by Doing hard things that others are not willing to do leading to creation of Future Industry
leaders who make it easier for those who follow.
The goal is in ensuring we
communicate the grave
mistakes they are getting
into and advising them on
the steps the steps to take in
regaining control.

Grave Mistake!
• Accidents leading to injuries: Injuries, such as
motor vehicle crashes, falls, drownings, and
burns
• Domestic Violence: Violence, including
homicide, suicide, sexual assault, and intimate
partner violence.
• Medical Emergencies: Alcohol poisoning, a
medical emergency that results from high
blood alcohol levels.
• Risky Sexual Behaviors: Including
unprotected sex or sex with multiple partners.
These behaviors can result in unintended
pregnancy or sexually transmitted diseases,
including HIV.
• Birth Complications: Miscarriage and stillbirth
or fetal alcohol spectrum disorders (FASDs)
among pregnant women
Short Term Long Term
• Health Complications: High blood pressure, heart
disease, stroke, liver disease, and digestive
problems.
• Cancer: Of the breast, mouth, throat,
esophagus, voice box, liver, colon, and rectum
• Weak Immune System: increasing the
chances of getting sick.
• Learning & Memory problems: including
dementia and poor school performance.
• Mental Health problems: including
depression and anxiety.
• Social problems: including family problems,
job-related problems, and unemployment.
• Disorders: Alcohol use disorders, or alcohol
dependence.

Positive Behavioural Change
Resulting in Increased HIV,NCD & Mental Health
Awareness

TUNYWE LESS campaign through OGS aims to reduce, if not eradicate, alcohol consumption
in Rwanda by focusing on messaging that promotes behavioral change amongst Rwandans
both young and old safeguarding the country’s future.
STRATEGY
ON
A
PAGE
PROBLEM IS in their pursuit of instant thrills, they get blinded by low inhibitions occasioned by
a lack of self-awareness, affecting their decision-making abilities.
IN SUMMARY:
HOWEVER, the perceived reality experienced during low inhibition negatively contributes to
the further destruction of the existing reality initially ignored and it resurfaces accompanied
by an additional dose of regret and consequences that could have been avoided.
WE THEREFORE NEED to help them make the right decisions that safeguards their health
further preventing the spread of HIV infection, contracting NCDs which further prevents
mental health degradation through consistent education & awareness
SO THAT they can take personal initiatives of taking the necessary steps to regain control of
their lives, health & body.
HELPING TO regain control of their lives and in turn safeguarding their futures and the future
of Rwanda

Perceived reality experienced during low inhibition negatively contributes to the further destruction
of the existing reality initially ignored and it resurfaces accompanied by an additional dose of regret
and consequences that could have been avoided.
CREATIVE BRIEF
INSIGHT
Young and adult Rwandans
GET
Who seek to escape the reality of situations they face on a day to day through alcohol consumption
WHO
Understands the long and short term risks of alcohol abuse
TO
Educating them on the risks and consequences that come with alcohol consumption both long and
short term
BY
They can make the right decisions that safeguards their health further preventing the spread of HIV
infection, contracting NCDs which further prevents mental health degradation
SO

RBC’s HIV
ROADSHOW Fata Iyambare
COMMS PILLAR MEDIA CHANNEL
CREATIVE
PLATFORM
Rwandans to take step to making the right decisions that accords a healthy life
KEY OBJECTIVE
CONTENT FORMAT
COMMUNICATION FRAMEWORK
HIV
NCD
M.H
Fata Iyambere, wirinde
sida
Fata Iyambere, mu
kubungabunga
ubuzima bwo mu
mutwe
Fata Iyambere, wirinde
diyabete
• Video: Models, Ordinary people,
animated video & infographic,
recap & short videos
• Designs: Influencer, social Media
& Poster content
• Influencers
• Photography
• Designs: Influencer, social
Media & Poster content
• Influencers
• Photography
• Designs: Influencer, social
Media & Poster content
• Influencers
• Photography
• Social Media- Meta, X, YT
• Influencers– Social &
Community
• OOH Branding & DOOH
• Flyers & Collaterals
• Community Radio
• BTL – Activations, games
Community
• Community Radio
Community
• Community Radio
Behavioural change to be emulated by the generations to follow
UNPACKING THE PILLAR
• How to prevent contracting HIV.
• If you are already positive, how to
manage it
• Sharing facts and misconceptions
to enlighten and engage the
audience
• How to live healthy to prevent
contracting NCDs
• Highlighting ways to live with or
manage the conditions.
• Sharing facts and misconceptions
to enlighten and engage the
audience.
• How to know your mental health is
compromised & next steps one
can take
• How to manage when your
mental health is compromised
• Healthy techniques to protect
your mental health
MEDIA%
70/30%
in favor
of Rural
Comms
70/30%
in favor
of Rural
Comms
70/30%
in favor
of Rural
Comms

Driving Awareness on Tunywe Less Fata
Iyambere
● Generate for the Roadshow; objective is to
ensure the audience know about the
campaign and its relevance to HIV, NCD &
Mental Health Awareness.
● Informing the audience on when to expect
the Roadshow as well as;
1) Activities expected during the roadshow
2) Dates to expect the roadshow
3) Guests invited to drive interest
• Channels: Social Media posts, Community
Radio engagement, Influencer engagement,
Mudugudu partnerships/Media partnerships
Engaging the Audience on ground
to ensure the message lands & is
well received
● Activation with Bas distributing fliers
for education.
● Screens within the tents to showcase
videos on infographs, ordinary people
tesstimonies & skits for social media.
● Games to engage the community with
collateral giveaways with messages to
outlive the Roadshow.
● MCs, Influencers (Dancers,
Musicians) to deliver the message in a
more engaging memorable manner.
● Photography for social and records.
● Branding Collateral across
Recapping each Roadshow while
creating anticipation for the next
location
● Social Media content showcasing behind
the scenes, photos of the just concluded
roadshow while setting the center stage
for the next one.
● Influencer running recap and education
comms.
● Preparing website content to highlight
RBC departmental impact on the
roadshow
● Running DOOH video content on key
relevant messages for education and
awareness post Roadshow

Video Learning platforms with cheaper and easier courses (or offer a
variety) have gained traction over the years with students utilizing the free,
offers and available material
As a consequence, the audience resorts to the
following alternatives:
Embracing traditional learning offered in Universities through innovative
formats as opposed to learning innovative ways to keep up with
competitive landscape while leveraging on traditional as foundation.
The 1% who have access to both finances and Tech equipment opt study
abroad options

Culminating to a
singular Impact..

Capped Potential –
leading to limited possibilities
Limited possibilities leads to one living an average life that is brought about by an average job with an
average salary, enabling one to live an average neighborhood – everything ends up average.

To Escape the Matrix of being Average, you have to be
willing and ready to “do the Hard Things”

Yvan
Juggler
 Age Bracket: Age: 23-35
 Gender: Male and Female
 Income Level: 0 – 400,000 Frw
 Location: Rwanda
 Interests & Hobbies:, Music,
Video games, fashion/ style,
internet, Netflix, smartphones,
TV, football, shopping, texting,
food, dating
 Platforms: Radio, Instagram,
TikTok, Twitter
iBlue Concepts Agency
Corporate Employee -
Josepha
 • Age Bracket: Age: 36-60
 • Location: Rwanda
Yvette
UoF Parent for the child
 Income Level: 300,000 –
1,000,000Frw
 Interests & Hobbies: Golf,
visiting family, farming
Audience Demography
Self Sponsored Sponsored
Yvette
UoF Student pushing
parent
 Income Level: 0 – 100,000 Frw
 Interests & Hobbies:, Music,
sports, smartphones, friends,
movies,
 Platforms: Instagram, TikTok

Yvan
Juggler
 Challenges & Aspirations: Majority are on
their first jobs, lives with parents. They have
a strong educational background and a
desire for personal growth and success.
What makes them tick is the sense of
purpose they feel in making a positive
impact on their communities and the
broader society, whether it's through their
chosen careers, volunteering, or mentoring
others. Their perseverance and
determination fuel their drive, propelling
them towards achieving their goals and
creating a better future for themselves and
their country.
 Blogs & News Sources: Local news channel
/ site / app, Social networks, Radio
 Persona Summary: I want to charter my
own path into greatness
 Quote: "You Only Live Once YOLO”
iBlue Concepts Employees
Corporate
 Aspirations: Rwandan corporate companies have
increasingly recognized the importance of IT
training for their staff. They view IT training as a
valuable means to enhance their employees’
skillsets and improve their overall productivity.
These companies understand that in today's rapidly
evolving technological landscape, keeping up with
IT trends is crucial for remaining competitive in the
market. As a result, they actively encourage their
staff to participate in IT training programs,
providing necessary resources and support. By
investing in their employees' IT training, Rwandan
corporate companies demonstrate their
commitment to fostering a tech-savvy workforce
capable of driving innovation and success.
Yvette
UoF Parent
 Challenges & Aspirations: Rwandan parents
highly value their children's education ,
recognizing the significance of education in
shaping their future. They harbor hopeful
expectations for their children to excel, and willing
to enroll them to programs they consider as a
gateway to a prosperous career and a brighter
future. As such, they actively support and
encourage their children's pursuit of education,
often investing resources, time, and effort to
ensure they receive the necessary skills and
knowledge in this rapidly evolving digital world.
 Blogs & News Sources: Local news channel /
Online news sites, Radio
 Persona Summary: I want to empower my
children’s future
 Customer quote: “My greatest accomplishment is
empowered children”
Audience Psychograph
Self Sponsored Sponsored
Yvette
UoF Student
 Challenges & Aspirations: Majority are not
working yet, lives with parents can’t go out
as much, looks online for latest trends, has
dreams and working towards them. Looking
forward to start school to start their
journey to independence. These graduates
are eager to explore various opportunities
that span fields such as technology,
entrepreneurship, arts, sciences, and
community development. Motivated by a
progressive mindset and a desire to
improve their communities, they actively
engage in extracurricular activities.
 Blogs & News Sources: Social networks,
Radio
 Persona Summary: I am going to be
rich/famous
 Quote: “I can’t wait to be independent”

CAREER
GROWTH
Aspiring to progress
and advance in their
professional journey.
LOOKING FOR
FULFILMENT
Seeking a sense of
purpose and
satisfaction in their
work.
OPPORTUNITY
READY
Eager to seize new
opportunities for
personal and
professional
development.
The Commonalities of Audience
STAND OUT
IN THE JOB
MARKET
Striving to
differentiate
themselves and
be recognized in
the competitive
job market.
LOOKING FOR
CAREER
FREEDOM
Desiring flexibility
and autonomy in
shaping their
career paths.
The audience share a collective mindset centered around progressiveness even if it means doing
hard things to get them where they want to be.
AUDIENCE
GOAL

The prevailing motto at ALX is,
“Do Hard Things.” This mantra is
present in all that we do. From our
learners to our alumni, the trait
that sets ALXers apart from
others is their drive to do the
impossible. The ALX Foundations
module forms the basis for this
mantra, teaching you the skills
you need to truly do hard things.

“Young people who
participate in our learning
programmes are equipped
with essential mindsets as
well as generalist and
technical skills and tools
that are pivotal in helping
them find meaningful job
opportunities and succeed
in their new roles.”
Mauritian-born Kavi Ramburn is the Director of Talent Readiness
at ALX

Competitors are pushing a lot of information
on different courses leading to Information
Overload.
ALX ADVANTAGE
WHY?
ALX should focus on niche based courses that are
tailor made for the Rwandan audience so that they
become competitive from a global scale thereby
uncapping their potential.

New courses & Information being released on the platforms
leading to information overload.
All focused on the product benefit missing out on emotional & Functional benefits.

It all begins by Doing hard things that others are not willing to do leading to creation of Future Industry
leaders who make it easier for those who follow.
Therefore our goal is in ensuring we
uncap potentials for a progressive
career & Future

Impacts of Capped Potential
LACK OF GROWTH
our responsibilities and
contributions have not evolved
since you started, and there are
no opportunities for
advancement or skill
development
NO ENTHUSIASM
You lack enthusiasm to go to
work, and your tasks feel like a
burden rather than an
achievement. What you used to
enjoy doing is no longer
enjoyable
MONDAY MORNING
FEELING
You dread going to work and
feel a sense of dread or
anxiety about the workweek
ahead
STAGNANT PAY, TITLE, OR TASKS
You have been doing the same work for more
than one or two years without a promotion,
increase in pay, or increased responsibility
GIVING REASONS WHY TO CHOOSE ALX

15,000 Registrations
Resulting in Increased Platform Visits

ALX is looking to increase the number of registrations for its 2024 COHORT with a target of
registering 15,000 Students.
STRATEGY
ON
A
PAGE
PROBLEM IS there is slow progress in digitization affecting the accessibility for the target
audience capping their potential.
IN SUMMARY:
HOWEVER Limited possibilities leads to one living an average life that is brought about by an
average job with an average salary, enabling one to live an average neighborhood –
everything ends up average.
WE THEREFORE NEED to ensure we uncap potential of our audience to unlock progressive
career & Future.
SO THAT they can escape the Matrix of being Average, by encouraging them to be
audacious enough, & willing and ready to “do the Hard Things”
by helping them understand ALX is here to unlock possibilities for their careers & future
HELPING TO achieve the 15,000 planned platform registrations for the tech courses opened
for the 2024 COHORT.

Limited possibilities leads to one leading an average life that is brought about by an average job
with an average salary, allowing one to live an average neighborhood – everything ends up
average.
CREATIVE BRIEF
INSIGHT
Rwandans with a progressive mindset
GET
Seek to uncap their potential in order to advance in their Career
WHO
escape the Matrix of being Average in life
TO
encouraging them to be audacious enough, willing and ready to “do the Hard Things” by helping
them understand ALX is here to unlock possibilities for their careers & future
BY
That they avoid having an average life occasioned by life capped potentials.
SO

BE BOLD, BE TECH
“Step into the envisioned
Career.”

is a phrase that encourages prospective learners and Career-goals oriented individuals to embrace
innovation, take the bold step, and choose to actively embrace technology as a career path.
This mantra reflects a mindset that values forward-thinking, creativity, and a proactive approach to
uncapping one’s potential using the transformative power of technology.
"Step into your envisioned Career” encourages a mindset that combines courage and a
proactive approach(Be Bold) with the transformative power of technology (Be Tech).
The call to action is to embrace innovation, overcome challenges, and actively step into the ever-
evolving landscape of technology and choose it as a fulfilling career that also directly impacts so
many lives and the world.
WHY IT WORKS
Be Bold, Be Tech

Our Manifesto
“Do Hard Things.” This mantra is present in all that we do. From our
learners to our alumni, the trait that sets ALXers apart from others is their
drive to do the impossible. The ALX Foundations module forms the basis for
this mantra, teaching you the skills you need to truly do hard things. Hear
from some of our alumni about how Foundations has challenged and
prepared them for the success they have today.

Key Visual
NATE, add Key Visuals you design here

ALX BE BOLD, BE TECH
BARRIER CHANNEL
CREATIVE PLATFORM
Show ALX helps unlock limitless Possibilities
KEY OBJECTIVE
COMMS TASK
COMMUNICATION FRAMEWORK
LIVING
LOOKING
BUYING
People are not aware
of the Tech courses
available online
They don’t know which
online platform offers
the course they are
looking for in Rwanda
Competition check
between online
platforms & traditional
campus as well as
cost implication
• Drive awareness of the Tech courses offered on the
platform.
• Highlight the relevance on Tech careers in the current
world & the future to come.S
• Communicate the different mindsets of someone in need
of a career switch.
• Cast a light on the negative draw back to look out for as a
sign one needs to boost their career.
• Highlight the convenience & benefits that come with
studying through ALX.
• Communicate the different scolarships available courtesy
of Mastercard
• Highlight the benefits of ALX over the competitors in the
market beyond the studying to allow brand to stand out.
• Cast a light on succesfful ALX students & how ALX boosted
their careers.
Social Media- Meta, X, LinkedIn
Programmatic – Broad Targeting
Radio – High Reach Platform
TV – Ad highlighting the ALX locally
PR Article – English & Kinyarwanda
Blog – Benefits & Successes & Case study
Activation – High School,Events, Campus
Programmatic/Search – Retargeting
Partnerships – Online
Communities/Influencers/Tech Events
Social Media– Features & Benefits
USSD – Customer Care Contacts
Programmatic/Search – Re-Retargeting
Platform Payment Options - Infographs
Branded Merchandise Giveaway –
Activations & PR
YouTube – Testimonials
Drive 15,000 Registrations
Step into your envisioned Career!
CTA

Mindset, Moments & Media Working Class
Early Morning Hours Viewing
TV Ad
Radio Ad
OOH
Social Media
Productivity
Work
Google/ Podcasts / YouTube / Search / USSD
Life
PR Articles/ Partnerships (Influencers &
Events) / Sports (Football) / Social Media /
Activations
Present physically but
not fully mentally (Still
receptive), will be
familiarised with the
brand & Objective
Fully present physically
& Mentally to
understand & make a
decision.

Mindset, Moments & Media for Graduates
Early Morning Hours Viewing
Radio Ad
YouTube
Social Media
OOH
Activations
Productivity
Life
TikTok / Social Media / Google / Search /
Influencers / Events & Engaging Activites
Fully present physically &
Mentally to understand &
make a decision.
Physically & Mentally
Present physically but not
fully mentally (Still
receptive), will be
familiarised with the brand
& Objective

The ideal launch time for the campaign is early to midday to late
afternoon hours. During these hours, both audiences (Tech Light
& Accelerator) are more likely to be mentally and physically
present, increasing the impact for registration.

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