Global Call to Creatives, An Open Brief from the United Nations
“We are in an unprecedented situation and the normal rules no longer apply. We cannot resort to the usual tools in such unusual times.
The creativity of the response must match the unique nature of the crisis – and the magnitude of the response must match its scale.”
— UN Secretary-General, António Guterres
We are living in unprecedented times.
The World Health Organization (WHO) is leading and coordinating the global health response to COVID-19, helping ensure all countries are ready to prevent, detect, and respond to the pandemic. To be effective, we need people everywhere to adopt public health precautions, act in solidarity and prevent the spread of misinformation.
With COVID-19 spreading to every corner of the world, we also need to preemptively communicate with those communities who can still avoid or minimize an outbreak.
We need your help.
You have the power to change the world. We need help translating critical public health messages – not just into different languages – but into different cultures, communities and platforms – reaching everyone, everywhere.
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.
For the first time, the UN is launching an Open Brief to creatives everywhere to help spread public health messages in ways which will be effective, accessible and shareable. Together we can flatten the curve.
This isn’t a single campaign. We are looking for a multitude of creative solutions to reach audiences across different cultures, age groups, affiliations, geographies and languages. We are asking you to extend your imagination, raise your ambition and lend your support and ingenuity.
By reaching out to creatives around the world, we hope to inspire creators, influencers, talent, networks, media owners + who can take these key messages and bring their own magic to them – a creative twist, a cultural quirk, an interpretation which helps amplify them to audiences we are not yet reaching.
Working with media partners, and clients with media inventory, across social, digital, streaming, broadcast, print and radio we will amplify the best of the creative community.
The UN has identified six key areas of public activation most essential right now. Together these make up six “mini-briefs” or episodes:
- Personal hygiene
- Social distancing
- Know the symptoms
- Kindness contagion
- Myth busting
- Do more, donate
The way we all communicate and how we do so, is as important as what we communicate.
Below, you will find resources to help create campaigns and content including key messages, existing assets, and inspiration fodder. We hope this serves as a tinder box of inspiration for adapted, localised creative in and for your community.
I am a…CREATOR. Can you help create content for particular audiences, interpret messages in a fun or engaging way? Package them to be effective, accessible and shareable?
I am an…INFLUENCER. Can you help share these messages in a way that will captivate and compel your followers? An online challenge, new content?
I am a…MEDIA OWNER. Can you leverage your talent to interpret these messages? Can you help distribute on your platform/s?
I am a…BRAND. 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?
I am a…COMMUNITY GROUP. Can you help adapt and distribute these messages so that they resonate with your community?
I am a…HUMAN BEING. Can you help model these behaviours, connect with your community and be a positive agent for change?
Further resources, facts, ideas, inspiration are in the United Nations Brief.
Creative content which is ready for dissemination or has already gained traction should be submitted for considered use by the UN via this form.