To achieve the proposed objectives, the project counted on Newlink for strategic support in planning 12 months of effective communication.
The project had four goals:
The plan included aspects ranging from the design of a visual identity to the creation of an interactive website, and also bringing the themes of the project to the attention of the traditional media and social networks.
Newlink took advantage of four large events in the region to expose high-level political figures and attendants to the achievements and challenges of the four initiatives of the project.
In collaboration with the UNFPA team, Newlink set up a timetable that ensured each of the four events had the maximum impact in the media, receiving complete coverage before, during and after each event. Captivating concepts were created to generate active participation by attendees of the events. Additionally, there were videos, multimedia presentations and merchandise to reinforce the messages. Content tools were developed to provide different depths of information — from brochures to books — to allow guests to learn more about the initiatives.
In these circumstances, after thorough and rigorous preparation, a multidisciplinary team of skilled professionals was able to complete the objectives of the proposal, which not only met, but exceeded the original goals.
Some highlights of the campaign include:
It was a significant achievement for the organization, an important service for the community and an honor for Newlink. In the words of Marcela Suazo, Regional Director of Latin America and the Caribbean for UNFPA:
“This campaign was crucial to mobilize decision-makers to strengthen and expand their commitment to initiatives that promote access to reproductive health services for the most neglected population groups in the region.”
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