3. Objectives
•
•
•
•
To create awareness of Rotary Family Health Days
To create a robust online and media presence for Rotary
Family Health Days
To mobilise communities to attend the 3-day RFHD’s
Promote an active healthy lifestyle for all South Africans
4. Objectives
Date and place
Services offered
Sponsors
1.
AWARENESS
What’s happening
when and where
2.
UNDERSTANDING
Why it’s
important
Past impact
Potential impact
3.
CALL TO ACTION
Why you should
come along
How you will benefit
How to participate
5. Context
•
•
RFHA coordinated a successful Rotary Family Health Day event in
2013
The plan for 2014 is to consolidate these gains
6. What did we learn?
•
•
•
•
We need a RFHA South Africa website/ blog to consolidate
content and present it in a more appealing way
International site does not use visuals and text optimally and
is not integrated with social media
Difficult to update
Important to pull relevant content from international site
7. Target Audiences
Direct
• Township residents
• LSM 4-6
• Families
• School children
• Community leaders
Indirect
• Rotary
– Current members
– Potential members
(especially younger
members)
• Media and influencers
• Sponsors
• Government and other NGOs
9. Messaging
•
Primary
– Call to action: to mobilize the community to participate
– Raise awareness
– Educate
•
Secondary
– Promote partners and sponsors
•
Other considerations
– General family health vs. HIV/Aids testing
– Clear messaging around what is being offered
– Detail about who is bringing the service is more relevant to the
media and stakeholders – logos are fine on print, on radio the focus
has to be on the benefit and call to action
12. Content Pillars
New developments
and media coverage
RFHA PEOPLE
RFHA ACTIVITIES
RFHA IMPACT
FAMILY HEALTH DAYS
RFHA NEWS
All media
Stories about the
people involved
All media
Activities on the day
All media
Assessment of the day
All media
14. PR Opportunities
•
•
RFHA SA website – storytelling medium
Create news around the Spokespersons/Ambassadors
–
–
–
–
•
Unsung heroes in the DOH
Marian’s story
Rotarians
Celebrities/ Ambassadors/ Key influencers
Using the established social media platforms to generate
interest, include many voices in the conversation, and issue
calls to action.
15. Collateral
•
•
•
•
•
•
•
•
•
•
RFHD Factsheet, Stats and Targets
KO Key Messages
Briefing template for interviews
Press Release – RFHD announcement
Press Release – DoH announcement
Crisis Comms Handbook – risk scenarios and holding statements
Briefing Book for spokespersons
Press Release – RFHD Launch
Press Release – RFHD Final Outcomes
Partner profiles
16. Next Steps
•
•
•
•
•
•
•
•
Develop RFHA SA website
Media training
Develop updated artwork
Create and edit short video clips for online use
Coordinate with sponsors
Approach media with PR angles
Identify and liaise with selected ambassadors
Build social platforms and communities through newsletter
direct campaign
