United Nations asks for creative assistance

The United Nations is calling on creatives around the world to help spread vitally important messaging in the fight against the coronavirus.

“We are in an unprecedented situation and the normal rules no longer apply. We cannot resort to the usual tools in such unusual times,” states the brief (available as a Google Doc here). “The creativity of the response must match the unique nature of the crisis—and the magnitude of the response must match its scale.”

The brief asks the creative community to help spread the message about public health precautions and to counter the spread of misinformation, in different languages and for different cultures around the world.

“We need to meet people where they are with a stream of fresh, innovative content which drives home the personal behaviours and societal support needed today. We are equipping you with WHO-provided knowledge and messages to spread.”

It asks for creators, influencers, media owners, brands, community groups and individuals to participate. Brands, for example are asked: “Can you piggy-back these messages into your existing comms? Can you donate media space? Can you share with your employees to keep them safe?”

The briefing document focuses on six different “mini-briefs”:

-Personal hygiene;
-Social distancing;
-Know the symptoms;
-Kindness contagion;
-Myth busting; and
-Do more, donate.

Each one-slide mini brief contains key messaging requirements, existing assets or inspirations. For example, the brief for “Kindness Contagion” says that “at a time when nativist instincts are becoming policy and scaremongering is rife, we will work together to propagate global solidarity and build a kindness contagion.”

Objectives include highlighting the need for global cooperation; spotlighting acts of humanity and promoting solutions for resiliency.


David Brown