end open defecation toolkit
DESCRIPTION
Global campaign in support of the United Nations Deputy Secretary-General's "call to action on sanitation" COMMUNICATION TOOLKITTRANSCRIPT
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
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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
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A message from the Deputy Secretary-General
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
Why we must end open defecation
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Below are the key data we are using at the core of the campaign
key message Positive messaging1 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.
2 Key data and messages
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3 Campaign materials
3.1 Logos
ê ENGlISh lOGO
*For high resolution logos, contact Christina Samson at [email protected]
ê FrENCh lOGO ê SPANISh lOGO
ê rUSSIAN lOGO ê ChINESE lOGO ê ArABIC lOGO
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search India againstend
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 SEArCh lOGO ê END lOGO
Campaign materials
3.1 LogosExamples with different calls to action
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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
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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 VvWwXxYyZz123456789Brandon Grotesque regular
The speech bubble and any text contained within should be 100% cyan, and the call to action should be 100% black.
Primary ColourC: 100%M: 0%Y: 0%K: 0%
100% cyan
Secondary ColourC: 0%M: 0%Y: 0%K: 100%
100% black
AaBbCcDdEeFfGgHhIiJjKk LlMmNnOoPpQqRrSsTtUu VvWwXxYyZz123456789Trebuchet MS regular (Standard font for Windows and Mac)
Campaign materials
3.2 Fonts and colour
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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:
Campaign materials
3.3 Co-branding
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1 billion people.
search
Portrait
1 billion people.
search
Landscape
*For high resolution open artwork, contact Christina Samson at [email protected]
ê ENGlISh MASTErS
ê FrENCh MASTErS
ê SPANISh MASTErS
ê rUSSIAN MASTErS
ê ChINESE MASTErS
ê ArABIC MASTErS
Campaign materials
3.4 Print ads - Scale A1 billion people
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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 ENGlISh MASTErS
ê FrENCh MASTErS
ê SPANISh MASTErS
ê rUSSIAN MASTErS
ê ChINESE MASTErS
ê ArABIC MASTErS
Campaign materials
3.4 Print ads - Scale B1 billion people have no choice but to defecate outside, often in the open with no privacy.
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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 ENGlISh MASTErS
ê FrENCh MASTErS
ê SPANISh MASTErS
ê rUSSIAN MASTErS
ê ChINESE MASTErS
ê ArABIC MASTErS
Campaign materials
3.4 Print ads - healthCholera, typhoid, hepatitis, polio, diarrhoea, worm infestations, reduced physical growth, impaired cognitive function and undernutrition.
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A child dies every 2.5 minutes.
search
Portrait
A child dies every 2.5 minutes.
search
Landscape
ê ENGlISh MASTErS
ê FrENCh MASTErS
ê SPANISh MASTErS
ê rUSSIAN MASTErS
ê ChINESE MASTErS
ê ArABIC MASTErS
Campaign materials
3.4 Print ads - ChildrenA child dies every 2.5 minutes.
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Women face the daily threat of sexual violence.
search
Portrait
Women face the daily threat of sexual violence.
search
Landscape
ê ENGlISh MASTErS
ê FrENCh MASTErS
ê SPANISh MASTErS
ê rUSSIAN MASTErS
ê ChINESE MASTErS
ê ArABIC MASTErS
Campaign materials
3.4 Print ads - WomenWomen face the daily threat of sexual violence.
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Most sewage in the world is discharged untreated into rivers, lakes and oceans.
search
Portrait
Most sewage in the world is discharged untreated into rivers, lakes and oceans.
search
Landscape
ê ENGlISh MASTErS
ê FrENCh MASTErS
ê SPANISh MASTErS
ê rUSSIAN MASTErS
ê ChINESE MASTErS
ê ArABIC MASTErS
Campaign materials
3.4 Print ads - EnvironmentMost sewage in the world is discharged untreated into rivers, lakes and oceans.
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Calculate an 8 column grid from the safety area
Speech bubble spans 4 columns
x
xMinimum height of speech bubble is height 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 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 adshow to adapt vertical print ad
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Calculate an 8 column grid from the safety area
Speech bubble spans 2 columns
x
xMinimum height of speech bubble is height 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 adshow to adapt horizontal print ad
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Ad 1In 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.
Search open defecation.
(More silence.)
Spokesperson: Every minute, 1.1 million litres of human excrement will enter the river Ganges.
Search open defecation.
ê EXAMPlE OF AUDIO AD 1
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 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.
Search open defecation.
(There’s more silence.)
VO: And the water your neighbour drinks may contain yours.
Search open defecation.
ê EXAMPlE OF AUDIO AD 2
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Campaign materials
3.5 Audio Use ad 3 to start conversations and inspire change.
Ad 3 Call to action with a celebrityIn 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.
Crowd of Children: END OPEN DEFECATION!
local Celeb: Ending open defecation will help protect your drinking water.
Crowd of Children: END OPEN DEFECATION!
local Celeb: Using toilets and latrines can have many positive effects.
Crowd of Children: [INDIA] AGAINST OPEN DEFECATION!
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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.
Campaign materials
3.6 Radio soap opera
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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
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.
Exposition Empathy Conflict Tragedy Realisation Confrontation Change
Episode 1
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.
EPISODE 1 EXPOSITIOn
Synopsis
Objectives
Campaign materials
3.6 Radio soap operaTemplate for creating radio soap opera Download radio template
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4 Online materials
4.1 www.opendefecation.orgWe 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.
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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
Open Defecation @opendefecation 1 billion people have no choice but to defecate outside, often in
the open with no privacy. #opendefecation #sanitation
Open Defecation @opendefecation Cholera, typhoid, hepatitis, polio, diarrhoea, worm infestation,
reduced physical growth and undernutrition. #opendefecation #sanitation
Open Defecation @opendefecation Women face the daily threat of sexual violence. #opendefecation
#sanitation
Open Defecation @opendefecation A child dies every 2.5 minutes. #opendefecation #sanitation
Open Defecation @opendefecation Most sewage in the world is discharged untreated into rivers,
lakes and oceans. #opendefecation #sanitation
Follow us on Twitter@opendefecation
Online materials
4.2 Social media - Twitter
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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 ENGlISh IMAGES
ê FrENCh IMAGES
ê SPANISh IMAGES
ê rUSSIAN IMAGES
ê ChINESE IMAGES
ê ArABIC IMAGES
Examples of using message and images on social media
Twitter Twitter
Facebook linkedIn
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A child dies every 2 minutes.
search
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.
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
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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
*For flash file, contact Christina Samson at [email protected]
ê MPU BANNEr
4 Online materials
4.3 Web banners - MPU banner
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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
4 Online materials
4.3 Web banners - Leader banner
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Box fades on learn more box fades onlogo comes on with each stroke brushing on individually
A child dies every 2.5 minutes.
learn more
4 Online materials
4.3 Web banners - Skyscraper banner
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Sanitation muralsThese 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 silenceAsk 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.
5 More ideas
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
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.
More ideas
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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
More ideas
Donating silence for #opendefecation
ThAnk yOu Need help? Contact us:
Amanda Marlin Water Supply and Sanitation Collaborative Council (WSSCC)[email protected]
Amalia Navarro UN Millennium Campaign [email protected]
Christian Clark UN Department of Public Information [email protected]
Created by Mother london for the UN