OBJECTIVES

Display of the "I Love You Positive or Negative" campaign in various community places (hospitals, schools, administrative offices, workplaces...) using communications tools able to reach a large audience (posters, booklets, flyers, television messages).


ACTION

This campaign launched one year ago in southern Africa, has already proved its efficiency in support groups of women affected by HIV and AIDS, through discussions and creative art & craft workshops.
Designing Hope uses the experience of these local projects, and valuable knowledge of people's reaction in various fields, to expand this campaign in the most efficient way and on a larger scale.


TOOLS AVAILABLE

Designing Hope already benefits from the following assets to build this campaign:

- 35 artworks interpreting the campaign message, have been collected from international contemporary artists
("Artists4life" project).
- This collection has been enriched with new artworks created by african artists (Swaziland, South Africa and Mozambique)
- 23 written messages supporting the campaign, from charismatic African personalities from TV music and sports
- Video clips of these messengers supporting the campaign for TV display.
- Audio tape of these TV clips can be used for radio.


ADAPTATION TO TARGETS AND COUNTRIES

> TARGETS
African and European designers are busy adapting these tools for the conception of posters, flyers, condom packs in French, English and Portuguese. Diversity of visuals and messages can target various audiences (men, women, youngters...) and diffusion channels ( hospitals, schools, administrative offices, community halls... )
A specific approach will be developped for companies, (especially benefiting members of the consortium)





> DISPATCH OF THE TOOLS TO SELECTED BENEFICIENT OF THE CAMPAIGN
Designing Hope came with the concept of packages including posters, flyers, and boxes of condoms for free distribution, that can be sent regularly, in order to maintain a long run presence of the campaign and tools.
It includes:
- 1 box of 100 condoms, covered with designs, messages and logos of the campaign, (see detail on the "Condom distribution")
- 1 A2 poster (5 different model per language)
- 5 A3 posters (one of each available per language)
- 20 flyers (5 of each available per language)



This package helps spreading the message:
- All elements are reproducing the same artworks and messages.
- Packages can be sent regularly, ensuring the availability of condoms and awareness materials.

> GEOGRAPHICAL APPROACH

Designing Hope benefits in South Africa of a National television campaign on M-net and E-TV, and the support of 23 national icons.


Fashion designer and TV icon Nkensani, from Stone Cherrie label.

Designing Hope aims at adapating these messages for Swaziland, Mozambique, and other african countries :

For Swaziland :
TV clips should be shown on Swazi National TV Channel, in partnership with Swazi Ministry of Youth, including some of the clips produiced (some Swazi personalities might add up to the list of personalities already filmed)

For Mozambique :
More than thirty Mozambican artists have already taken part to a local adaptation of "Artists4life", cvreating an artwork inspired by the campaign message. Designing Hope will source local personalities to adapt the campaign, using also radio for rural areas.

For Western Africa :
Tools are already available in French for new projects in other geographical areas.

BUDGET


The financing of this project and its development will depend on the  private sponsoring and especially Designing Hope consortium of sponsor companies invited to support and benefit from the campaign.


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