June 19, 2019

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AGENDA

I. INTRODUCTIONS

II. WHY THIS MATTERS

III. A BIT ABOUT US

IV. UNDERSTANDING YOUR NEEDS

V. OUR APPROACH

VI. WORKING WITH YOU

VII. Q&A

I. INTRODUCTIONS

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WITH YOU TODAY

Briana FerrignoPresident

John Washburn Executive Creative Director

Dan CarucciGlobal Medical Officer

Alix FloydStrategy Director

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WHY THIS MATTERS

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THE OBESITY EPIDEMIC IS RISING GLOBALLY

IS TOP

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OBESITY IS GRABBING HEADLINES

"Many people -- including those who are overwheight themselves -- view people with obesity as less human or less evolvedh” – WebMD, May 2019

“Teen girls with obesity […] are less likely to get the HPV vaccine” – NPR, June 2019

-- Vox, May 2019

The World Health Organization has called it childhood obesity "one of the most series public health challenges of the 21st century.“ -Nov. 2018

A new book argues that for many families with limited time and money, avoiding processed food is not a realistic option.

A BIT ABOUT US

Using marketing and communications expertise to

support public and global health

AN EXPERT TEAM WITH

A SINGLE VISION

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ABOUT MCCANN GLOBAL HEALTHISSUE EXPERTISE

Maternal &

Child Health

HIV/AIDS

Prevention

Nutrition Immunization

Emerging

Infectious DiseasesNoncommunicable

DiseasesWASH

Antimicrobial

Resistance

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CORE OFFERINGS

Creative

Development

Strategic

Communications

Branding Stakeholder

Engagement

Capacity

BuildingComms

Planning

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MCCANN OFFICES

McCann Worldgroup offices

McCann Health hubs

EMPLOYEES24,000

OFFICES200+

COUNTRIES120

CONTINENTS6

McCANN WORLDGROUP

EMPLOYEES 1900

OFFICES 60

COUNTRIES 20

CONTINENTS 6

McCANN HEALTH

SCIENTISTS & PHYSICIANS 450+

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COMMITTED TO GLOBAL HEALTH SCIENCES

• 450+ PhDs, MDs, scientists and medical

experts n global network

• Dedicated to supporting and advising

clients on scientific communications to

support address public health

challenges

• Comes to life through public-private

partnerships, thought leadership, and

client-specific support

For more information on McCann’s commitment to Global Health Security, please visit https://inside.mccannhealth.com

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OUR GLOBAL STRATEGIC APPROACH

A strategically-grounded communications planning process that

involves close partnership with your team and direct engagement

with stakeholders.

Understanding the

problem we are solving

for

Conducting market

research with

McCann strategic

framework

Developing the

strategically-

grounded solutions

Activating sustainable,

measurable

communications solutions

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CONDUCTING A TRUTH AUDIT

CONSUMER

• Our target market

• Their motivations, interests, and influences

• Their attitude toward the behavior, product,

• or service

CATEGORY

• Category characteristics

• Competitive set

CULTURE• Cultural barriers or differences

to overcome

CONNECTIONS

• Channel preferences

COMPANY

• Overview of the

organization or company

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OUR PARTNERS

UN

ORGANIZATIONS

FUNDERS

NGOs

PRIVATE

SECTOR

INSTITUTIONS

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ACCESS ACCELERATED

ACCESS ACCELERATEDWorld Bank and the International Federation of Pharmaceutical

Manufacturers and Associations (IFPMA) (2016–2017)

FROM LOGO TO LAUNCHTo launch a new biopharmaceutical industry initiative to fight non-

communicable diseases, McCann Global Health developed the brand

Access Accelerated, along with an accompanying brand strategy and

digital communications. The initiative was launched at the World Economic

Forum in 2017 with an anthem video, which outlines the need for a public-

private partnership to address this global health challenge in an emotionally-

resonant and compelling way.

Logo DevelopmentDevelopment of Digital Strategy and Assets

Brand Strategy Definition

Naming and Creative Concept Development

Sept

2016

Launch

Development of Brand Assets and Guidelines

Jan

2017 Implementation of Digital Strategy

UNGA Event in NYC

Sept

2017

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AB INBEV FOUNDATION

STAKEHOLDER ENGAGEMENT AND

COMMUNICATIONS DEVELOPMENT

• Management of steering committee in six

global city hubs

• Stakeholder mapping of internal and

external partners (20+ stakeholder

interviews)

• 5-year communication strategy

• Issues and crisis management mapping

• Publication strategy

• Website planning and buildout

• Brand and collateral development

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UNICEF GLOBAL POLIO ERADICATION INITIATIVE

GLOBAL COMMUNICATIONS

STRATEGY, TOOLKIT AND GLOBAL-

TO-LOCAL COMMUNICATIONS

• Landscape and desktop research

• Stakeholder mapping and

interviews

• Coordination of UNICEF local,

regional, global teams and partners

for insights workshop

• Messaging and strategy workshops

• Development of communications

• Presentation to select ministry

partners

• Development of the UNICEF polio

brand

• Development of 360-campaigns

UNDERSTANDING YOUR NEEDS

BACKGROUND:

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Global obesity organizations have previously led

disparate awareness and advocacy efforts to drive

actions for obesity prevention, care, and treatment

worldwide.

For the first time ever, six leading organizations will

work as one—rallying behind a single theme of

“redefining obesity” in order to amplify their shared

voices to reach global audience with calls to action.

THE CHALLENGE

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How do we give this initiative a unified identity with

memorable and targeted key messages that

demonstrate unity and leverage collective action,

while also enabling organizational customization?

How do we articulate ”redefining obesity” in a way

that captures our various target audiences attention?

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UNDERSTANDING YOUR IMMEDIATE NEEDS

WORLD

OBESITY

DAY

2020

1. CREATIVE

DEVELOPMENT

STRATEGY

CREATIVE CONCEPTS

2. DIGITAL

STRATEGY

DIGITAL STRATEGY

DIGITAL ASSETS

3. COMMS

PLANNING

COMMUNICATIONS &

LAUNCH PLAN

OUR APPROACH

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THE JOURNEY WE’LL TAKE

Create resonance

through creative

execution

Communicate

a visible and

positive impact

Ensure analytics

and data drive all

we do

Tell the story

through an

emotional lens that

its specific to key

audiences

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The stigma around obesity stems in part from the perception

that it’s an individual struggle, as opposed to an epidemic that

we need to address as a global public health crisis.

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THAT PERCEPTION IS COSTLY.

It impacts society and the world in myriad ways: with bias

against people with obesity, with increased rates of diabetes,

heart disease and cancer, with the economic cost of increased

healthcare burdens and lost productivity.

THIS IS OBESITY.

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By showing THE TRUE COST OF OBESITY, we can not

only draw awareness for World Obesity Day, we can

change the conversation around challenges and

solutions.

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THIS IS THE TRUE COST OF OBESITY

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CONSUMER AWARENESS

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POLICY/ADVOCACY

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ACTIVATIONS

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WHILE OBESITY IS A DISEASE WITH MANY CONTRIBUTING FACTORS, IT’S NOT A

MYSTERY WHY OBESITY RATES HAVE EXPLODED SINCE THE 1970S.

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For every pound of sugar the major producers

sell, they should be required to contribute to

community programs promoting healthy diets,

eliminating food deserts, and other programs that

promote positive behaviors.

Just like carbon ‘cap and trade’ arrangements,

they can produce more sugar if they want to, but

they have to offset it.

SUGAR OFFSET

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In a series of PR stunts, we’ll introduce the idea of a sugar offset,

all leading up to World Obesity Day, where we’ll introduce this

radical piece of legislation in a compelling an unignorably way.

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To generate sharable video

content, we’ll confront politicians

on the street for their position on

the proposed “sugar offset”

program.

SUGAR OFFSET?

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Conversation around obesity sparked by the

idea of a sugar offset further shapes

perception.

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On World Obesity Day, we’ll host an event at the UN

General Assembly around driving public/private

solutions to the growing obesity epidemic.

This bold proposition will help drive conversation

among policymakers on THE TRUE COST OF OBESITY.

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To reach lay people, we’ll generate sharable video

content by creating a fake pop up fast food joint

and conducting a social experiment with the “customers” documented in reality show style.

CONSUMER ACTIVATION

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Absurdly high prices dramatizing

downstream costs, or offering a high cost

health protection plan, similar to an

extended product warranty, brings the

idea of the true cost of obesity vividly to

life.

Actors portraying the workers will use the

inevitable consumer outrage to shape a

discussion around obesity as a medical

issue with public health implications.

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A CLOSER LOOK AT OUR PROPOSAL

CREAT IVE CONCEPT DEVELOPMENT

IMMER S ION AND ST RAT EGIC PLANNING

Core deliverables :

✓ 2-3 Creative Concepts for defined

target audience

✓ Review and selection of 1 concept

for buildout of campaign assets

Above and beyond the budget:

❑ Additional channels for creative

development i.e. film, guerilla

marketing, and experiential

Core deliverables:

✓ Workplan Development and Maintenance

✓ Weekly Status Calls /2xWeekly in Feb

✓ Stakeholder Immersion (Up to 6 1:1 Needs

Discovery Calls with Members)

✓ Desktop Research

✓ Media Analysis

✓ Project Management

Above and beyond the budget:

❑ Member Alignment Facilitation

❑ Individual Member Communications Support

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A CLOSER LOOK AT OUR PROPOSAL

MAT E R IALS AND ASS E T S DEVELOPMENT

Core deliverables:

✓ Web Site Assets and Social Package (Exact Package

TBD)

✓ Web Takeover Materials for Partners

✓ Social Media Content (Launch Only)

✓ 1 Press Release (2 rounds of edits)

✓ 1 Consumer Facing Material (Exact material TBD)

✓ 1 Policy Facing Material (Exact material TBD)

Above and beyond the budget:

❑ Activations

❑ Web Development & Hosting

❑ Influencer and Thought Leader Engagement

❑ Earned Media Outreach

LAUNCH COMMS PLANNING

Core deliverables :

✓ Launch Plan

✓ Messaging Session

✓ Messaging Frameworkand Digital

✓ Media Strategy

✓ Thought Leadership Strategy

✓ Event and Launch Day Activities

✓ Metrics and Evaluation Plan

Above and beyond the budget:

❑ Thought Leadership Platform Development

❑ Stakeholder Engagement Strategy and Assets

❑ Media Training

❑ Launch Risk Assessment and Crisis Plan

❑ Story-mining Process

❑ Editorial Calendar Build (through 6/2020)

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THINKING BEYOND WORLD OBESITY DAY

STAKEHOLDER EVENT SE R IE S

MEASUR EME NT &RE PORT ING

A unified message beyond World Obesity Day is critical to accelerating progress on

obesity. We view World Obesity Day 2020 as a springboard for an ongoing unified

message from members. A few areas where we recommend a focused, cohesive

effort post-World Obesity Day (and in support of World Obesity Day 2021).

MEDIA CONTENT PART NERSHIPS

WOR KING WIT H YOU

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AGENCY SUPPORTStructured to provide a dedicated team of experts, intimately involved with

your business to provide the following support:

ACCOUNT MANAGEMENT

• Serves as brand champion and day-to-day account lead

• Manages client communications

• Manages projects and budgets

• Relays client needs to internal team

• Inspires creativity

ACCOUNT MANAGEMENT

CRE AT IVESE RVICES

IN-COUNT RYAND ARE A EXPERT S

ST RAT E GICLEADE RS HIP

ST RAT E GIC LEADER S HIP

• Surveys the landscape of stakeholders

• Develops transformational strategy, brand positioning, messaging matrix, and creative brief

• Maintains current and thorough brand

understanding

CREAT IVE SE RVICES

• Develops creative execution

• Leads copy writing and design

• Seeks disease, industry, and service expertise

• Manages layout and formatting

• Oversees production

IN-COUNT RY AND ARE A EXPE R T S

• Provides scientific and global health expertise

• Understands, and explains complex information for lay audiences

• In-country communications support for events as needed

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HOW WE WORK

GLOBAL COMMUNICAT IONS

LEADER S HIP

ONE INT E GRAT E D T E AM

PERFORMANCE-DR IVEN & ONGOING OPT IMIZAT ION

Dedicated global health team

Strategic partners

Global footprint

One dedicated team with

single point of contact

Ability to bring in additional

resources as needed

Agreed upon scopes and timelines

Weekly check-ins and status updates

Tracked progress updates

Iterative and optimized processes

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WHAT THIS LOOKS LIKE

This is an illustrative timeline to provide an estimated schedule of deliverables. We would work closely with you to ensure communications strategic and quick start materials

are delivered in a way that capitalized on any planned milestones or internal needs.

JUNE 2019 SEPT 2019 MARCH 2020

Scoping and Contracting

Onboarding and Materials Review

Half Day Strategy Session

Creative Concept Development and Testing

Materials Identification

Delivery of Final Materials

Materials Development

Develop Communication Strategy

Briana Ferrigno, President

McCann Global Health

Briana.Ferrigno@mccann.com

APPENDIX

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BUDGETThe following table illustrates proposed budget allocations for the baseline, foundational tactics noted in the RFP provided and in our approach above.

This budget does not account for media pitching, website hosting or build, launch events, or creative activations (i.e. Human Scale activation).

ACTIVITY FEE OOP NOTES AND ASSUMPTIONS

Strategic and

Creative

Development

$75,000 $10,000 (Travel)

• Immersion, desktop research and stakeholder engagement to develop campaign strategy and brief• Development of 2-3 creative concepts for defined target audiences. Concepts to be refined and

tested for selection of one creative direction

Communications

Plan $21,000 • Traditional and Digital Media Strategy

• Thought Leadership Strategy

• Event and Launch Day Activities

• Metrics and Evaluation Plan

Message

Development $25,000 • Half Day Session to define value proposition and audiences, includes one pager and message house

for use around World Obesity Day. Works in coordination with data release or white paper

Asset

Development $115,000 $15,000

(Translation and Images)• Web assets package

• Campaign materials including posters, cards, one pagers, etc.

• Member organization owned channel takeover assets

• Social media image library

• Media documents (1 press release, one template pitch, one thought leadership piece i.e., op-ed for placement in English language outlet)

• Strategic counsel on video and photography development

Project Management

and Coordination $17,000 $10,000

(Event launch support travel)

• Management of project, partner needs, and deliverables. Includes regular status updates, partner alignment meetings, and member communications as needed.

TOTAL $253,000 $35,000

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360-COMMUNICATIONS

CAMPAIGNS

COMMUNICATIONS STRATEGY AND

PROGRAMMATIC LAUNCH FOR

ACCESS ACCELERATED—A GLOBAL

NON-COMMUNICABLE DISEASES

INITAITIVE

Brand strategy and communications

plan

Creative development and

assets

Digital development Thought leadership Events

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DIGITAL TRAINING TOOL: PREP

COMMUNICATIONS

ACCELERATOR

(accelerator.prepwatch.org)

CUSTOMIZABLE

CAMPAIGN MATERIALS

CONFERENCE

EVENTS

FROM CAPACITY BUILDING TOOLS TO THOUGHT LEADERSHIP TO

CREATIVE CAMPAIGNS

COMMUNICATIONS FOR GLOBAL HEALTH ORGANIZATIONS, HEALTH WORKERS AND END

USERS THROUGH THE OPTIONS CONSORTIUM, FUNDED BY USAID AND PEPFAR