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National Front of Mayors and Vital Strategies launch campaign to support the communication of municipalities in the fight against COVID-19

National Front of Mayors and Vital Strategies launch campaign to support the communication of municipalities in the fight against COVID-19

National Front of Mayors and Vital Strategies launch campaign to support the communication of municipalities in the fight against COVID-19

AGO | 2020

National Front of Mayors and Vital Strategies launch campaign to support the communication of municipalities in the fight against COVID-19

The National Front of Mayors (Frente Nacional de Prefeitos - FNP) and the global health organization Vital Strategies, through the Resolve to Save Lives initiative, launch today, in partnership, the campaign “When you protect yourself, your family is safer” (Quando você se protege, sua família fica mais segura). Created by the agency Repense, the action is aimed at mayors and local authorities and intends to support municipalities throughout Brazil in developing a clear and didactical conversation about COVID-19 with the population. For this, the content platform Cities against COVID-19 (Cidades Contra COVID-19) was developed with customized communication pieces so that local authorities can adapt and use in their most diverse channels of contact with the population.

The campaign concept reinforces the importance of adopting behaviors and safety measures against COVID-19 to protect ourselves and those we love. “We created this campaign, together with FNP, with the aim of promoting evidence-based and unified communication to support municipalities in fighting COVID-19. The materials were developed based on WHO recommendations and key principles of risk communication, with a view to communicating to the population the behaviors that should be adopted in an empathetic and transparent way," says Luiza Amorim, communication manager of Vital Strategies in Brazil.

On the platform various formats of materials that can be downloaded for use by all cities in communication with their citizens are available, such as TV movies, radio spots, public relations materials, social media content, OOH layouts and programmatic media ads. For example, arts will be available for posts that provide guidance on important behaviors in public transport, what care to take if you need to travel, and safety measures in the workplace.

On the website, there is a tutorial that explains the complete process to guide the authorities in the use of these materials.

According to Gilberto Perre, Executive Secretary of FNP, the campaign seeks to build a unified language among municipalities to speak to different profiles of the Brazilian population. "The mobilization of non-governmental bodies in order to bring correct guidelines to the population is fundamental in the current scenario of communication, disinformation and disconnected speech in coping with the disease. The campaign aims to promote a bond between the authorities of the municipalities and their residents and establish confidence in the measures that are recommended to fight the advance of COVID-19,” concludes.

The pieces were developed on the basis of scientific evidence and are in line with the guidelines of world health organizations regarding the main risk perceptions (environments and situations where there is a higher risk of infection) and important guidelines to reduce the risk of infection (use mask, wash hands, keep distance, among others). In all materials, there is a seal identifying as "Proven by science" (Comprovado pela ciência), which reinforces the truthfulness of the information shared.

Technical Specifications

Title: When you protect yourself, your family becomes safer.

Agency:  Repense

Advertiser: FNP - National Front of Mayors and Vital Strategies

Creation: Alexandre Ravagnani, Akira Tateyama, Giulliano Alves, Rogério Barbosa and Mateus Webber

Planning: Luna Gutierres

Media and BI: Nino Silva, Déborah Cardorso, Rodrigo Nikki, Cris Varella and Pedro Mancilha

Service: Andrés Andrade

Animation: Fábio Ovelheiro, Filipe Cândido and Ruiz Lira

Production: Leandro Souza and Paula Moreira

Client Approval: Luiza Amorim, Paula Aguiar and Ademir Viana

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