This document outlines an advertising campaign in Palau to raise awareness of public health impacts from climate change. It includes: 1) Primary research conducted in Palau through interviews with health officials, farmers, fishermen and tourism experts to understand current awareness and impacts. 2) A survey found 45% of Palauans were aware of climate change, but exposure to messages was low. 3) The campaign aims to raise awareness of health risks from extreme heat, sea level rise, and El Nino through various media. 4) The campaign theme is "Protect, Provide, Unite" to motivate individuals to protect themselves, provide assistance to others, and unite communities.

1. An Advertising Campaign on the Public Health Impacts of Climate Change in Palau

2. Introduction Welcome Agency 1244 Presentation Team Introduction

3. Palau

4. Palau How did this all start? Introduction of “Issue” Summer preparation Fall preparation Introduction to JRNL 406 class

5. Primary Research Journey to Palau September 16 through September 27, 2010 Worked with Ministry of Health Palasia Hotel Personal Interviews

6. Personal Interviews Interview Structure Health officials Fishermen Farmers Tourism experts Media experts Set of questions developed prior to departure Recorded audio and video Palauan/ English Findings

7. Survey 10 Question Survey Developed prior to departure Distributed to 148 Palauans Random sample Measured current awareness levels of climate change issues Distributed by the Public Health Office Designed for easy post-campaign evaluation

8. Survey Results Conclusion 45% of Palauans were very aware of Global Climate Change 80% of populations ranged from somewhat aware to very aware of Global Climate Change impact on health 39% are only exposed to climate change messages one time a month

9. Secondary Research Categorized into three climatic events: Extreme Heat Sea Level Rise El Niño effects

10. Climate Change Matrix

11. Campaign Overview What is this campaign designed to do? Raise awareness levels Educate Palauans on the health risks related to climate change Campaign Theme Dr. Stevenson Kuartei, M.D. “Protect, Provide, Unite” Challenges Mindset Media

12. Situation analysis Extreme Heat, Sea Level Rise, El Niño Effects

13. Extreme heat

14. Extreme Heat Global Climate Change Serious issue for many years Most studies don’t study health effects Crop Damage Respiratory Diseases Heat Related Illnesses Syncope Dehydration Heat Strokes Measures the Palauans can use to either reduce their risk of developing extreme heat related illnesses or ways in which they can help with pre-existing conditions

15. Crop Damage Extreme Heat Low water supply Wildfires Low moisture Little rainfall Crop damage Crop seasons changed Attitudes of people Security of food supply

16. Respiratory Diseases COPD Chronic Obstructive Pulmonary Disease Asthma Bronchitis Elderly population at higher risks

17. Syncope Loss of consciousness and fainting Leading cause Overheating Elderly at risk

18. Dehydration Dehydration causes Lack of fluids Diarrhea Vomiting Sweating Diabetes Burns Sweating is main cause

19. Heat Stroke Considered a real emergency Highest risk populations Infants Elderly Athletes Those who work outside

20. Sea level rise

21. Sea Level Rise Sea level rise Crop damage Diet Water-borne infections Vector-borne infections Unpredictable tides

22. Sea Level Rise Crop Damage Increased incidences of flooding Taro Staple food in Palau Tapioca/Sugar Cane Medicinal plants

23. Sea Level Rise Diet Shift to more processed foods Increase in non-communicable diseases Diabetes Obesity 40% of the 9.7 million people in South Pacific island region Ministry of Health working with Ministry of Education

24. Sea Level Rise Water-borne/Vector-borne Infections Flooding is bringing standing water where mosquitoes can breed. Dengue fever, malaria Low-lying homes susceptible 31 cases of Dengue fever confirmed in Palau (2008) Number has remained stable in Palau Outbreak notice issued in June 2010 for South Pacific island region

25. Sea Level Rise Unpredictable Tides Flooding will become more frequent as sea level rises, coastal land permanently lost Burial Grounds

27. Health Access

28. High tides limit access to healthcare

29. Belau National Hospital

31. El Niño El Niño is a weather event that begins in the South Pacific Islands and occurs when trade winds are weakened. In a strong El Niño, ocean temperatures in the South Pacific Islands can increase as much as two degrees above normal.

32. Coral Damage Palau has the most diverse coral fauna of Micronesia and the highest density of tropical marine habitats. Unfortunately Coral Bleaching is damaging this diversity.

33. Coral Bleaching Coral bleaching outbreaks in Palau are considered to be one of the greatest threats to Palau’s coral reef ecosystems. Palau’s reefs were significantly harmed by coral bleaching during the 1997-1998 occurrence of El Niño

34. Ecotourism Coral reefs are useful to people and their environment in numerous ways. Protect Shores Supply food and medicine Economically beneficial Their beauty attracts thousands of tourists each year.

35. Ecotourism Increasingly frequent El Niño occurrences have lead to more cases of coral bleaching, which can ultimately lead to decreases in tourism. Tourists who are uneducated about reefs can damage the coral significantly.

37. El Niño events can vastly affect fishing in Palau as well as the distribution.

39. Extreme Weather Events These extreme weather events can cause a multitude of natural disasters. Loss of clean water Shelter Personal and household goods Damage to health care system Increased number of floods, drought, and wildfire

40. Target Audience

43. Account for 13,270 individuals

44. Average household size is 4.

45. Average income is $11,117

46. Farm for Food

47. Also shop at WCTC and Surangels in Koror

48. Audience utilizes radio, newspaper, and television

49. Listen to 89.5FM

50. Read Island Times, Palau Horizon, and Tia Belau

52. Key Idea

54. Key Idea Dr. Kuartei’s Airplane analogy Protect, Provide, Unite The purpose of each word

55. Protect Primary and Secondary Research Advertisements demonstrate this and educate audience on protective measures Why “Protect” is important Protecting their own health is an investment into the health and well-being of all Palauan citizens

56. Provide After individuals have protected themselves, they can provide assistance to others. Assistance aides in lowering susceptibility of other individuals to certain health issues Why “Provide” is important Providing education protects the future generations of Palau It brings the primary and secondary audience together Leads to the final part of the key idea

57. Unite Through protection and providing, we are uniting citizens of Palau Increasing unity should raise awareness about health risks associated with climate change among all audiences

58. Objectives

59. Communication Objectives: 1 Increase awareness level to 75% of the primary target audience (healthy citizens of Palau) that there is a need to protect themselves against the increased health risks associated with climate change. This will be accomplished within the first half of the six-month campaign

61. Advertising Objectives: 2 Establish top-of-mind awareness in 80% of the two target audiences that there are increased levels of health risks that are associated with certain aspects of climate change. This will be accomplished during the first half of the six month campaign

62. Advertising Objectives: 3 Reinforce in the minds of 75% of the two target audiences that climate change is related to certain health issues in Palau. This will be accomplished during the second half of the six month campaign

63. Media Objectives Reach 75% of the primary target audience 5 times per month during the six month campaign Reach 85% of the secondary target audience 3 times per month during the six-month campaign

64. Creative Strategy

65. Logo Strategy

66. Newspaper advertising

68. Two, 3 by 9 column inch ads

72. 9 different ads, each black and white

73. 3 columns by 8 inches in size

74. Placed on page 3 in each of the 3 newspapers

75. Each ad will state facts that relate to the health issues associated with climate change

76. Each word individualizes a word from the tagline as there is 3 ads for each word

78. Series 3: Provide assistance to others

79. Series 3, Unite for a healthier Palau

80. Newspaper Media Strategy Three Major Newspapers Island Times Palau Horizon Tia Belau (This is Palau)

81. Newspaper Media Strategy Circulation of 1,200 Island Times and Palau Horizon run twice a week (Tuesday & Friday) Tia Belau only once a week (Monday) Tabloid size and 16 pages in length 5-column format with full-color available only on front and back pages and double truck (8-9) Spot color available on pages 2, 7, 10 and 15

82. Newspaper Media Strategy First month Plan rotates between each of the three papers during the first month Series 1 Ad (Checklist) Runs in 2 papers per week (Island Times, Palau Horizon) Series 2 Ad (Logo) Runs in 1 paper per week (Tia Belau)

83. Newspaper Media Strategy Second Month Similar strategy to first month Series 2 Ad (Logo) Runs in two papers per week (Island Times, Palau Horizon) Series 3 Ad (Facts) Runs in one paper per week (Tia Belau)

84. Newspaper Media Strategy Remaining four months Mixture of all three ad series New advertisements will be introduced each month to prevent consumer wear out No paper will contain the same ad any week during final four months

85. Billboard advertising strategy

87. Will use the same fact strategy to create a feeling of continuity with the other ads in the campaign

88. Billboards will contain minimal copy to ensure the message can be read quickly by passing traffic

94. Billboard Ad Strategy

96. Billboard Media Strategy Small in size but very important medium Standard size 8 feet by 4 feet Located on Compact Road (main road) 50-75 billboards in Palau Use 20-25 of them

97. Billboard Media Strategy Strategic Placement Placed mainly in Koror due to denser population This will yield a high amount of impressions Vehicle/Pedestrian traffic

98. Poster Ad Strategy There will be 2 varieties of design as well as sizes of posters for the campaign

99. Poster Ad Strategy Follow the format of series 3, newspaper ads (Facts) Full color 8.5 inches by 11 inches in size 9 different versions

101. Poster Ad Strategy Follow the road sign format Full color 17 inches by 11 inches in size 4 different versions

103. Poster Media Strategy Primary and secondary audience can be reached through posters 1,000 copies of each poster printed

104. Poster Media Strategy Posters will be placed in a variety of locations Indoor Locations Hospital Dispensaries/Clinics Schools Grocery and Retail locations Outdoor Locations Events

105. Television ad strategy

106. Television Ad Strategy 2 television ads Follow the idea of stating facts 60 seconds; can be edited Images Real footage gathered during primary research Urge Palauans to apply the message to their own lives Commercials will show facts

107. Television Ad Strategy Typeface Consistent with the rest of the campaign Background music Show seriousness of the message Logo Appears on entire screen Allow viewers to associate the logo with the message and other mediums

109. Radio advertising strategy

110. Radio Ad Strategy Ads Similar to other aspects of the campaign; state facts 30 seconds in length Use most important facts that translate to images Kept simple and to the point Sounds effects for encouragement Facts Will be about health risks and protective measures Protect, Provide, Unite Logo cannot be visually displayed Verbal repetition= effective memory reinforcement tool

111. Radio Advertising Strategy

112. Radio Advertising Strategy

113. Social Media Ad Strategy & Media Strategy Website Campaign Information, photographs, health tips, FAQ’s, contact info No rich media Internet access is limited, but growing 5,400 internet users as of December 2007 2,860 Facebook users as of August 2010 Advertising Banners On Facebook pages of Palauan subscribers only $0.21 per click Direct traffic to website

114. Television Media Strategy Approximately 11,000 televisions Palau National Communications Corporation (PNCC) is the only television broadcasting company Oceania Television Network (OTV)-channel 23 Diaz Broadcasting-channel 26.

115. Television Media Strategy 60-second television ads will appear during prime time (6:00 p.m. – 10:30 p.m.) Twice an evening on both channels during the first two months of the campaign. One 30-second commercial will be introduced as the second month of the campaign is coming to a close.

116. Radio Media Strategy Diaz Broadcasting/WWFM 89.5 KRFM 88.9 MHz Government owned station, Eco-Paradise FM/Voice of Palau, broadcasts simultaneously on 87.9 MHz and 1584 AM Both morning (6-10a.m.) and evening (3-7 p.m.) drive times will be utilized.

117. Radio Media Strategy Two 30-second radio advertisements have been developed that feature the “fact” theme. The two radio advertisements will alternate every day between the three stations (336 radio ads per month) New radio advertisements will be inserted into the mix monthly to retain freshness.

118. Event Strategy

119. Yearly Climate Change Meeting Directed solely towards the primary audience Invitations will be sent via direct mail Half day event Scheduled for April 2011 Close to earth day

120. Yearly Climate Change Meeting Begin with morning presentations All attendees will receive a tote bag containing the campaign promotional material and a DVD Will end with closing statements

121. Event 2: Children’s Camp In addition to the current camps The Ministry of Health and the Governors Association fund the camps Half day of team-building exercises Fun informational sessions Games will be conducted

122. Team Building Exercises Include: Climate Change Jeopardy A Raft Building Contest Tours around the Island

123. Climate Change Awareness Day Held at local school Inviting guest speakers to help further educate. Exercises Include: What “Protect, Provide, Unite” means to the children Class Photographs Nutrition Experts

124. Direct Mail Because of postal limitations in Palau, it is not the most important medium There are no actual street addresses in Palau Mail is usually picked up at P.O. boxes or State government offices Invitation to event at Palasia Hotel

125. Brochure Strategy Brochures will be used to provide Palauans with recent information Tri-fold format containing preventative or protective health measures that address health issues related to climate change First month will be a cyclone preparedness brochure

127. Brochures Preparedness measures for vector borne infections Diet and diabetes Sea level rise Crop damage Extreme heat

128. Promotional Materials

129. T-shirts

130. Promotional Items

131. Promotional Items

132. Promotional Items

133. Budget: Plan A

134. Promotional Items

135. Budget: Plan B Seek sponsors and donors to cover cost of advertising campaign Solicit local Palauan media entities to help the cause Receiving sponsorships and donors Replace the advertising budget Possibly extend the campaign timeline

136. Evaluation Palau Department of Health Distribute 148 random surveys Able to measure awareness levels and recognition of campaign

137. Conclusion