The Young Lions Health Award Brief

What is the one essential thing we want to say?

Together we can save the lives of millions of children dying from preventable diseases

by strengthening health systems around the world.

Prove it to me.

OK. How about this. Lets take Ethiopia, for example. With the support of UNICEF and other

partners, the government of Ethiopia has deployed and continues to provide training for 38,000

Health Extension Workers in an effort to expand services to where they are most needed, and to

systematically tackle childhood diseases and water and sanitation challenges. Does it work? YES.

Over the last decade Ethiopia has seen an improvement of the survival rate by more than 60 per

cent.

So whats the flipside?

The Ebola crisis in Guinea, Liberia and Sierra Leone shows what can happen when health systems

are weak. With few trained healthcare staff and poorly equipped facilities, existing health systems

in these countries were quickly overwhelmed by the outbreak. Not only are these countries

unable to deal with Ebola itself, health facilities are so overstretched and communities so afraid

of getting infected in them, that pregnant women are delivering their babies without medical

care, and access to vital services for children, like vaccinations, anti-malaria nets and HIV

treatments is compromised.

Whats the biggest challenge?

Frankly, its getting people to care and realise that it is not just about supplies or projects - but

about a more sustainable process that builds systems able to reach every child everywhere with

basic, lifesaving health services.

While it is widely accepted that vaccines, anti-malaria nets, antibiotics and clean water save

lives what we need now is to convince people that there needs to be a good health system to

make these basic necessities truly accessible, affordable and acceptable to every child. Health

systems are not just about drugs, doctors, sanitation and facilities reaching every child in need of

care (what we call supply), they are also about communities and families (demand) who have a

crucial role in seeking care and even providing part of the care themselves.

Thats why were looking to you to find that breakthrough insight or interesting fact that mobilises

massive support. Make it matter to people who are thinking, What does it mean for me?

What you need to know about us to tell the story?

Strengthening health systems might not sound sexy, but its the foundation of all health services

for children and the type of sweeping, lasting change that can only be accomplished with an

organisation with UNICEFs scope and global reach.

UNICEF has the experience, history and community presence to be worthy of support. We use

supporter money like its our own and make sure we spend it in the most transparent way possible

to keep as many children as healthy as possible.

UNICEF works in more than 190 countries worldwide and will go to the ends of the earth to ensure

that every last child is fed, vaccinated, educated and has a chance to grow up free from

violence. For us, this is more than just a job, its our mission.

What is our private sector partner interested in when it comes to the campaign?

Every day, UNICEF works closely with governments and communities but also with multi-national

and national companies and small- to medium-sized businesses to identify, design and

implement alliances that leverage the strengths of the corporate sector on behalf of the worlds

children. UNICEF has a long-standing partnership with Unilever, one of the worlds leading

suppliers of Food, Home, and Personal Care products.

As part of its commitment to Sustainable Living, Unilever is partnering on this initiative with UNICEF

and Lions Health. Unilever believes the private sector cannot close its eyes to the worlds

development challenges and can be part of the solution. Every day Unilevers products are used

by 2 billion people. With this reach comes responsibility. Unilever brings insight into consumer

behaviour change, product innovations, and technical expertise which can help address

complex social and development challenges and deliver sustainable change at scale.

We would love for you to consider addressing some of todays development global health

challenges such as the provision of hygiene, sanitation, access to safe drinking water, and basic

nutrition -- or any others you feel a passionate about -- in the campaign you develop.

Who are we talking to and why should they care?

Priority 1 - Influencers. Engaged millennials might not have a lot of cash, but they have social

power. These are the people we want on our side to create a movement to encourage

governments and private companies to fund efforts for improving health systems.

Priority 2 - Private individual donors and potential donors. In other words: awesome older people

with jobs and disposable income and a record of philanthropy. These are people usually

between 35 and 65. They want to make a difference and they want that difference to count.

Often their inspiration comes from discomfort they feel incensed by what they see happening in

the world and want to make it right for that child or children everywhere. They decide with their

heart and confirm with their head.

What we need you to do?

We need a big idea that can work across multiple channels.

The campaign should raise public support and money to help UNICEF strengthen health systems

in the developing world, we need:

- The general public to understand the importance of building health systems.

- The general public to financially support UNICEF in its challenge to improve health system.

The campaign needs to be global but with flexibility to be locally amplified.

The campaign needs to cut across all media platforms. This should include traditional, digital and

social media. Please bear in mind that we rely primarily on pro-bono media space and there is

no budget.

Brand Guidelines

All ideas and executions, online and offline, need to adhere to UNICEFs global brand guidelines

provided by UNICEF. Tone should be upbeat and hopeful. It is important to highlight successes of

efforts for child health and the impact that can be achieved if these benefits are extended to all

children in need through stronger health systems.

Timeline: 2 years: January 2016 to December 2017

Press Pack - Young Lions Health Award_FINAL (2)Creative Brief - Young Creatives Competition 05 02 13 15 with EO-ED inputs