Successful Case Studies

Slide1: 

Successful Case Studies of Media Advocacy for TB Michael Luhan Senior Health Officer

What does « advocacy » mean in this presentation?: 

What does « advocacy » mean in this presentation? Provoking concern about a problem with the aim of generating an appropriate response.

Why the media are important for effective advocacy: 

Why the media are important for effective advocacy In politics, « if an issue doesn’t exist in the media, it doesn’t exist «  Media validate the importance of an issue for decision-makers Media influence and shape public perceptions of an issue Media create an enabling environment for change

Necessary elements for creating media interest: 

Necessary elements for creating media interest New information (statistics, reports, studies etc), or New initiatives (policy, declaration, event, programmes etc) or New messengers or players (celebrities, statesmen, prominent organizations, governments etc)

Human ingredients of news: 

Human ingredients of news Fear Drama Challenge Scandal Controversy Discovery ‘Horse race’

Tools for creating news: 

Tools for creating news Press release (print media) Audiovideo news release (TV, radio) Press conference or teleconference 1-on-1 interviews with selected media Internet (websites, blogs, on-line chats, etc)

Media that deliver the news: 

Media that deliver the news Wire services (Associated Press, Reuters, Agence France Press, EFE etc) Newspapers (agenda-setting, political/ideological, tabloids etc) Internet services (almost all conventional media now have their own web sites) Televisión (Global, regional, national, local etc)

Successful case studies in media advocacy for TB: 

Successful case studies in media advocacy for TB Declaration of TB Emergency in Africa, August 2005 Launch of Global Plan to Stop TB, January 2006 Launch of Stop TB Partnership for Europe, October 2006

1. TB Emergency in Africa: 

1. TB Emergency in Africa The news On 27 August 2005 the WHO Regional Committee for Africa approves a resolution declaring TB an emergency in the region.

Brief history of the resolution : 

Brief history of the resolution In April 2005 the Stop TB Partnership recommended the idea of the resolution to the WHO Regional Director for Africa The RD put the resolution on the agenda for the annual meeting of the WHO Regional Committee The Partnership advocated for approval of the resolution through several measures: Sent high-level delegation to the Committee meeting Prepared and installed on-site display at the meeting Planned and implemented a media strategy to broadly advertise the approved declaration

Media strategy: 

Media strategy Distribution to Joburg-based media of advisory on resolution 4 days in advance ‘Prebriefings’ for key media in Joburg Advance preparation of press release Arrangement of expert spokespersons to elaborate on the declaration

Presentación visual sobre la emergencia : 

Presentación visual sobre la emergencia

Nota de prensa: 

Nota de prensa LA OMS DECLARA EMERGENCIA DE TB EN AFRICA Llamamiento para que tomen acciones "urgentes y extraordinarias” contra la epidemia Maputo, 26 Agosto 2005 El Comité regional para Africa de la OMS, el cual está conformado por ministros de salud de 46 países miembros, declaró que la tuberculosis es una emergencia en la región de Africa. La declaración es una respuesta a esta epidemia que se ha cuadruplado en términos de casos anuales de tuberculosis en la mayoría de los países africanos desde 1990 y ha continuado creciendo cada año. 

Results: BBC World Television: 

Results: BBC World Television

2: Launch of Global Plan : 

2: Launch of Global Plan The news In January 2006, three prominent personalities – Bill Gates, Gordon Brown and Olusegun Obasanjo – launched the Global Plan at the World Economic Forum in Davos, Switzerland

Strategic Aims of the Partnership: 

Strategic Aims of the Partnership Create news in the international media to establish TB as a global health priority Extend and localize the news in key regions and countries through a series of follow-on satellite event

Work plan of the Partnership: 

Work plan of the Partnership Organization of satellite events in Moscow, Paris, Londres, Nairobi, Ottawa Participation of prominent figures in each event (Moscow/rock star, Paris/ French ambassador for HIV/AIDS, London/WHO expert, Nairobi/President Kenneth Kaunda, Ottawa/UN Special Envoy for HIV/AIDS in Africa Stephen Lewis) Production of Video News Release and distribution at all events

WEF Press Release: 

WEF Press Release OBASANJO, BROWN AND GATES CALL ON WORLD LEADERS TO SUPPORT NEW GLOBAL PLAN TO STOP TUBERCULOSIS Increase of $31 billion needed in next 10 years to prevent 14 million TB deaths Gates Foundation pledges $900 million for TB research and development

Slide19: 

Launch of the new Global Plan to fight TB (2006-2015). Production owner :   Stop TB Reporter and/or Producer :   Gilles Reboux Cameraman :    Music designer :    Length :   10 minutes 55 secondes Year :   2006 Countries :   India   Peru   Mozambic   Philippines   Latvia   Switzerland Location :    Type(s) of this film :   DocumentarySUMMARY : See attached shotlist. This Broll illustrates several main themes of the new strategy proposed by Stop TB Partnership and WHO, such as more patients' communities participation or an increased scientific research for new drugs and a new vaccine against TB. Several personnalities are interviewed in this context: Directors of Stop TB Parntership, WHO and the Tropical Disease Foundation as well as the President of the TB Alliance for new drugs and Archbishop Desmond Tutu.> Attached Files :   

Launch at Davos : 

Launch at Davos

Examples of media coverage of satellite events: 

Examples of media coverage of satellite events Chris Dye, London BBC World TV

3: Launch of Stop TB Partnership for Europe : 

3: Launch of Stop TB Partnership for Europe The news On 10 October 2006 the Red Cross and Red Crescent launched a new alliance with WHO and 23 other European organizations to confront the epidemic of tuberculosis in Europe.

Media strategy : 

Media strategy Build on recent media interest stoked by XDR outbreak in South Africa by focusing on drug resistance as “defining trait” of TB threat to Europe Underline urgency of threat by having Red Cross/Red Crescent (an emergency organization) make the announcement Put contemporary threat in historical context that Europeans can relate to

Media plan: 

Media plan Media advisory Media pre-briefing Embargoed press release Production and dissemination of B-roll Roster of spokespersons covering 5 main European languages

Press release: 

Press release Red Cross/Red Crescent forms alliance with leading health agencies against growing threat of drug-resistant TB in Europe Officials call TB situation “most serious since WWII” The International Federation of Red Cross and Red Crescent Societies has established a new alliance with the World Health Organization (WHO), European Centre for Disease Prevention and Control (ECDC), Médecins du Monde and 20 other leading European agencies and NGOs to forge a more effective response to the tuberculosis epidemic in the European region.

Coverage samples: 

Coverage samples BBC World Television - Oct 9, 2006 European Union 'faces TB crisis' Reuters Television – Oct. 13, 2006 The European Union is not doing enough to fight a dangerous outbreak of tuberculosis among its neighbours which poses a major threat to the continent, health agencies say.

Coverage samples: 

Coverage samples TF1 Television (France) - Une nouvelle forme de tuberculose aux portes de l'Europe FRANCE 2 Television - La tuberculose multirésistante menace l’Europe

Coverage samples: 

Coverage samples International Herald Tribune Oct 9, 2006 “TB threat to Western Europe highest since WWII, world health officials say” Daily Mail - Oct 11, 2006 'TB greatest threat to Europe since WW2' Globe and Mail, Canada - Oct 9, 2006 Tuberculosis threat to Western Europe highest since WWII

BBC World Television: 

BBC World Television Drug-resistant strains of TB are putting European Union states at risk of a deadly outbreak, health officials have warned. The warning comes as a new campaign to fight tuberculosis is being launched. Imogen Foulkes reports from Geneva