CDC ANTI-MICROBIAL RESISTANCE U.N. General Assembly communications and event
For two years the CDC engaged us to develop communications informing a wildly diverse audience at the U.N. General Assembly. The first year was an awareness campaign and in the second we focused on motivating more partners to join the effort. The campaign garnered over 300 global organizations and government leads committing to improve responsible antibiotic use in supply chains, on farms, and providing doctors with tools to make and implement informed decisions to stop the spread of diseases. Over 16,000 people viewed a livestream of the event on Twitter.
In order to make the global health crisis more palatable to the layperson we folded complex scientific information into human impact stories that touched, moved, and inspired global industries to take action.
SOCIAL ADS REACH A BROADER AUDIENCE
While the event itself focused on executives, health officials, and government leads, social ads reached the general public.
U.N. GENERAL ASSEMBLY EVENT IN NEW YORK
We developed signage, brochures, and posters for the UNGA event in New York. We built a thank you wall for those who had already joined the effort as well as a step and repeat and other instagramable moments so participants could share and encourage others to join in the effort.
NARRATIVE BUILDING BLOCKS TELL A COMPLEX STORY
Diving deep into the content we interviewed scientists and infectious disease experts to distill the material into five specific areas. From this we created a video series and social ads aimed to make the complex manageable, thus giving rich and poor countries equal opportunities and actionable steps to make advances in the fight against antimicrobial resistance.
The videos developed for the event played on screens around the hall informing viewers of these five core categories, Tracking & Data, Infection Prevention & Control, Improving Antibiotic Use, Environment and Sanitation, and finally Vaccines, Diagnostics & Therapeutics. They also live on the CDC’s social channels.
Each video was similar in feel, keeping the brand of the campaign consistent. Despite the material and urgency we wanted each to end on a hopeful note.
