world health day tool kit for event organizers

8/7/2019 World Health Day Tool Kit for Event Organizers

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TOOLKIT

FOR EVENT ORGANIZERS

7 April 2011 World Health Day

No action today,no cure tomorrow

COMBATDRUG RESISTANCE



© World Health Organization, 2011All rights reserved.

This health information product is intended for a restricted audience only. It may not be reviewed, abstracted, quoted, reproduced, transmitted,

distributed, translated or adapted, in part or in whole, in any form or by any means.

The designations employed and the presentation of the material in this health information product do not imply the expression of any opinion whatsoever

on the part of the World Health Organization concerning the legal status of any country, territory, city or area or of its authorities, or concerning the

delimitation of its frontiers or boundaries. Dotted lines on maps represent approximate border lines for which there may not yet be full agreement.

The mention of specifi c companies or of certain manufacturers’ products does not imply that they are endorsed or recommended by the World Health

Organization in preference to others of a similar nature that are not mentioned. Errors and omissions excepted, the names of proprietary products are

distinguished by initial capital letters.

The World Health Organization does not warrant that the information contained in this health information product is complete and correct and shall notbe liable for any damages incurred as a result of its use.

WHO/WHD/2011.1



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CONTENTS

Toolkit for event organizers

I. Introduction

A. Why this toolkit? ........................................................................................................................................................................................................................................................................................... 1

B. What is the World Health Organization?.............................................................................................................................................................................................. 1

C. What is World Health Day? .................................................................................................................................................................................................................................................. 2

D. World Health Day 2011................................................................................................................................................................................................................................................................. 2

II. Drug resistance

A. Why is drug resistance important? ................................................................................................................................................................................................................ 3

B. Facts on drug resistance ........................................................................................................................................................................................................................................................ 4

C. What drives drug resistance ........................................................................................................................................................................................................................................ 4

D. Key messages .................................................................................................................................................................................................................................................................................................. 4

E. Addressing the challenges with a cohesive policy package................................................................................................................ 5

III. Planning World Health Day activities

A. Get started................................................................................................................................................................................................................................................................................................................. 6

B. Develop and package the message ............................................................................................................................................................................................................... 6

C. Mobilize others and plan events............................................................................................................................................................................................................................ 7

D. World Health Day slogan......................................................................................................................................................................................................................................................... 7

E. Ways to mark World Health Day............................................................................................................................................................................................................................ 7

IV. Support from the World Health Organization

A. Design and slogan................................................................................................................................................................................................................................................................................... 8

B. Package and advocacy materials....................................................................................................................................................................................................................... 8

C. Media...................................................................................................................................................................................................................................................................................................................................... 9D. WHO web and social media .............................................................................................................................................................................................................................................. 9

– Web site

– YouTube

– Facebook

– Twitter

E. Web sites or more inormation.............................................................................................................................................................................................................................. 9

F. Contacts ...................................................................................................................................................................................................................................................................................................................... 10

V. Engaging our audiences

A. Print and broadcast media............................................................................................................................................................................................................................................ 12

B. Web and social media................................................................................................................................................................................................................................................................ 15



A. Why this toolkit?

This Toolkit or event organizers is intended to assist in

the planning process to mark World Health Day 2011.

It provides inormation on how di erent sectors –

individuals, institutions, organizations or government

agencies involved in public health rom the local tointernational level – can play a role to combat drug

resistance.

This guide can be read in its entirety or used as a quick

reerence, depending on the need o the reader at any

given time. The toolkit brie y describes the current

trends and acts around antimicrobial resistance and

proposes actions to combat it. It also highlights key

messages or the Day and provides ideas or local and

national events as well as some planning guidelines to

implement successul activities.

Who should use this guide?

This guide is principally or the use o WHO O ces in

supporting events with Ministries o Health and other

partners. However, other ministries, civil society,

organizations, nongovernmental organizations, proes-

sional associations, and individuals are encouraged to

pursue events and campaigns to expand awareness and

action to combat drug resistance.

Policy-makers at all levels may also f nd this guide use-

ul or its key messages around the theme o combating

drug resistance.

B. What is the World HealthOrganization?

The World Health Organization (WHO) is the directing

and coordinating authority or health within the United

Nations system. It is responsible or providing leader-

ship on global health matters; shaping the health

research agenda; setting standards or health; helping

countries create evidence-based and ethical policy

options; providing direct support and expertise tocountries; and monitoring and assessing health trends.

I. Introduction

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In the 21st century, health is a shared responsibility, in-

volving equitable access to essential care and collective

deence against transnational threats.

WHO is present in 148 countries, areas and territories

around the world and has six regional o ces to provide

continuing support and expertise to countries. Its Head-

quarters are in Geneva, Switzerland.

C. What is World Health Day?

World Health Day is celebrated on 7 April to mark the

ounding o WHO. Each year, the Organization selects a

key health issue and encourages people rom all ages

and all backgrounds to hold events that highlight thesignif cance o this issue or good health and well-being.

World Health Day provides a unique opportunity or

communities rom across the world to come together on

one day to ocus attention on a global health threat and

to promote actions that can improve our health.

D. World Health Day 2011

P What is drug resistance?

Antimicrobial drugs are medicines used to treat inec-

tions caused by microorganisms, including bacteria,ungi, parasites and viruses. The discovery o antimicro-

bials is one o the most important advances in health in

human history – alleviating su ering rom disease and

saving billions o lives over the past 70 years.

Antimicrobial resistance – also known as drug resist-

ance – occurs when microorganisms change in ways

that render ine ective the medications used to cure the

inections they cause. This is a normal process within

microorganisms, but many actions we take unwittingly

cause resistance to occur aster, and with devastating

e ect.

The 2011 theme, Combat drug resstance, was selected

or World Health Day in recognition o the e ect drug

resistance has on our collective health, individually and

globally and on recognition that it is a growing threat to

achieving global health goals. Drug-resistant inections

can be spread rom one person to another, exacerbate

illness and increase deaths. Drug resistance can impose

huge costs to individuals, health systems and society.

Let unaddressed, it could leave us with little or no

medicines to treat inections, and e ectively take us

back to a "pre-antibiotic era". For success in continu-ing to drive down child deaths and to turn around major

disease epidemics we have to combat and contain drug

resistance now.

We are at a turning point in the way we treat inectionsand we need to embrace the benef ts, challenges, and

consequences this can have or health. We can take

action now to ensure that drug resistance is contained.

P What we are aiming to achieve

World Health Day will draw worldwide attention to the

need to combat drug resistance. We want to engage

governments, international organizations, businesses

and civil society, and individuals in a shared e ort to put

health at the heart o drug resistance policy. Our goal

is to save lives and protect health by keeping precious,

lie-saving medicines e ective and useul to combat

diseases.

Our goal s:

To save lives and protect health by showing theo

value o medicines and what can be done to maintain

the e ectiveness o existing medicines and develop

new ones.

To stimulate more cooperation in communities,o

across governments and across nations or sus-tained action against drug resistance.

Objectves:

To increase understanding o what drives drug re- o

sistance and what can be done to prevent it.

To urge governments to take the lead in developingo

and implementing policies to prevent drug resist-

ance and protect e ective medicines.

To engage other stakeholders to take action to pro- o

tect medicines and prevent drug resistance.

To build commitment or e ective policies ando

practices and their implementation to combat drug

resistance.

Target audences:

Government leaders, policy makers and interna- o

tional partners.

Civil society groups, individuals, patients and theiro

amilies.

Health proessionals, including all health-care pro- o

viders, pharmacists and hospital administrators.

The diagnostics and pharmaceutical industries. o

General public. o



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A. Why is drug resistanceimportant?

P Drug resistance is a global concern

Drug rsstanc klls: inections caused by resistant

microorganisms oten ail to respond to the standard

treatment, resulting in prolonged illness and greater

risk o death.

Drug rsstanc challngs control of nfctous

dsass: drug resistance reduces the e ectiveness o

treatment because patients remain inectious or longer,

thus potentially spreading resistant microorganisms to

others.

Drug rsstanc thratns a rturn to th pr-antbotc

ra: many inectious diseases risk becoming uncon-

trollable and could derail the progress made towards

reaching the targets o the health-related United Na-

tions Millennium Development Goals set or 2015.

Drug rsstanc ncrass th costs of halth car:

when inections become resistant to f rst-line medi-

cines, more expensive therapies must be used. The

longer duration o illness and treatment, oten in

hospitals, increases health-care costs and is a f nancialburden to amilies and societies.

Drug rsstanc jopardzs halth-car gans to

socty: the achievements o modern medicine are put

at risk by drug resistance. Without e ective antimicrobi-

als or care and prevention o inections, the success o

treatments such as organ transplantation, cancer chem-

otherapy and major surgery would be compromised.

Drug rsstanc compromss halth scurty, and

damags trad and conoms: the growth o global

trade and travel allows resistant microorganisms to bespread rapidly to distant countries and continents.

II. Drug resistance

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B. Facts on drug resistance

About 440 000 new cases o multidrug-resistant tuber-

culosis (MDR-TB) emerge annually, causing at least

150 000 deaths. Extensively drug-resistant tuberculosis

(XDR-TB) has been reported in 69 countries to date.

Resistance to earlier-generation antimalarial medicines,

such as chloroquine and suladoxine-pyrimethamine, is

widespread in most malaria-endemic countries. Falci-

parum malaria parasites resistant to artemisinins are

emerging in South-East Asia; inections show delayed

clearance ater the start o treatment, indicating resist-

ance.

A high percentage o hospital-acquired inections are

caused by highly resistant bacteria, such as methicillin-

resistant Staphylococcus aureus (MRSA) and vancomy-

cin-resistant enterococc .

Resistance is an emerging concern or treatment o HIV

inection, ollowing the rapid expansion in access to

antiretroviral medicines in recent years; national sur-

veys are underway to detect and monitor resistance.

Ciprooxacin is the only antibiotic currently recom-

mended by WHO or the management o bloody diar-

rhoea due to Shigella organisms, now that widespreadresistance has developed to other previously eective

antibiotics. But rapidly increasing prevalence o resist-

ance to ciprooxacin is reducing the options or sae

and ecacious treatment o shigellosis, particularly

or children. New antibiotics suitable or oral use are

urgently needed.

Drug resistance has become a serious problem or

treatment o gonorrhoea (caused by Nessera gonor-

rhoea), even with “last-line” oral cephalosporins, and

is increasing in prevalence worldwide. Untreatable

gonococcal inections could result in increased rates oillness and death, thus reversing the gains made in the

control o this sexually transmitted inection.

New resistance mechanisms, such as the beta-lacta-

mase NDM-1, have emerged among several gram-neg-

ative bacilli. This can render powerul antibiotics, which

are oten the last deence against multiresistant strains

o bacteria, ineective.

C. What drives drug resistance?

Inappropriate and irrational use o medicines creates

avourable conditions or resistant microorganisms to

emerge and spread. For example, when patients do not

take the ull course o a prescribed antimicrobial, or

when poor quality antimicrobials are used, or when an-

timicrobials are prescribed but are not strictly needed,

resistant microorganisms can emerge and spread.

Underlying actors that drive drug resistance include:

Inadequate national commitment to a comprehen- o

sive and coordinated response, ill-defned account-

ability, and insucient engagement o communities.

Weak or absent surveillance and monitoring sys- o

tems.

Inadequate systems to ensure quality and uninter- o

rupted supply o medicines.

Inappropriate and irrational use o medicines, in- o

cluding in animal husbandry.

Poor inection prevention and control practices. o

Depleted arsenals o diagnostics, medicines, ando

vaccines, as well as insucient research and devel-

opment on new products.

D. Key messages

The invention and development o antibiotics has al- o

lowed doctors to treat diseases that were previously

a death sentence. These medical advances are now

at risk.

Public health initiatives on major health prioritieso

are at risk, especially those that depend on access

and use o medicines.

Inappropriate use, underuse, and overuse o theseo

valuable medicines have enabled much more rapiddevelopment o drug resistance.

Governments must take the lead in developing ando

implementing comprehensive national policies and

interventions to protect medicines and prevent drug

resistance.

Everyone who uses, prescribes, or administerso

antibiotics and other antimicrobials has a role to play

in the important work o preserving them or uture

generations.



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Patients and the general public need to understando

that antibiotics are only e ective against bacterialinections. They are o no use against viral inections

– such as in uenza and the common cold.

In order to contain resistance and ensure the e ec- o

tiveness o medicines or the uture, health practi-

tioners need to be disciplined in their prescription,

sale and distribution o medicines.

Hospital administrators and health managers needo

to set clear rules or the use o antibiotics and other

antimicrobial medicines and ensure they are used

properly, not wasted or prescribed without justif ca-

tionAnimal health proessionals and those who rearo

animals or ood must limit their use o antibiotics

and stop use o these valuable medicines or growth

promotion or disease prevention.

Pharmaceutical f rms need to be responsible in theiro

marketing o medicines, in promoting proper use,

and need to work with public and private partners to

develop new tools to detect and treat disease.

Additional messages will be provided to WHO country

and regional of ces during the fi rst week o April.

E. Addressing the challenges witha cohesive policy package

The World Health Organization will launch a policy pack-

age to combat drug resistance on World Health Day. It is

aimed at giving the guidance to governments in stimu-

lating and guiding the actions needed to be taken by all

key partners to respond to the threat o drug resistance.

The package is ounded on evidence-based recommen-dations, and it emphasizes that responsibilities must be

made clear and all actors made accountable or actions

taken. It also will reinorce that, even in low-income

countries and poor communities, f rst and power steps

can be taken to change the uture.



A. Get started

Key steps in the process o planning your activities or

World Health Day 2011 include:

Visit our o web site (http://www.who.int/world-health-day/2011) to f nd the latest inormation about the

causes o drug resistance and what can be done to

stop it.

Identiy your target audiences and prepare or out- o

reach in your region, country, or locality.

Update yoursel on the champions or this issue ino

your area.

Let your audience know that World Health Day iso

coming.

B. Develop and package themessage

Keep the ollowing points in mind when developing a

message applicable to your audience.

Use the acts and trends pages (in Section II) as ao

guide to collect the same type o inormation appli-

cable to your audience and their language.

Identiy gaps (problems) in local inormation ando

current programmes, as well as the steps you will

need to take to raise awareness and catalyse action.Publicize and promote the work done or pro- o

grammes proposed by your organization to improve

the situation.

Empower individuals and organizations at the localo

level to get involved by identiying practical, locally

relevant approaches to prepare or events on World

Health Day and beyond that day.

Highlight success stories. o

III. Planning World Health Day activities

6



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C. Mobilize others and plan events

Approach local partners with an outline o activities

and events or World Health Day 2011 and ask or their

involvement and support. Encourage their participa-

tion by explaining how it will increase their visibility and

enhance their prof le in the community, as well as give

them an opportunity to support a good cause.

D. World Health Day slogan

The slogan or this year's World Health Day is:

COMBAT DRUG RESISTANCENo action to day, no cure tomorrow

This slogan is available in Arabic, Chinese, English,

French, Russian and Spanish. Feel ree to translate it into

your own local language so that more people can become

aware, engaged and take action.

E. Ways to mark World Health Day

On World Health Day and in the months to come, your

o ce or organization could hold a number o events that

can stimulate action to combat drug resistance. Onesuggestion is to organize panel discussions and debates

involving a range o the partners who are all respon-

sible or preventing and containing drug resistance.

These discussions would o er you the opportunity to

present the new WHO policy package to key stakehold-

ers and to seek their endorsement and engagement in

promoting and implementing the package. Response

to drug resistance requires cross-sectoral engagement

and accountability, with ministries o health playing a

f rm stewardship role to enable action within and be-

yond government or e cient impact.The ollowing are a list o possible participants in such

discussions:

A minister o health who has acted to address drugo

resistance across government agencies and has

raised global awareness o the issue, or who has

acted to coordinate more ocused action to prevent

drug resistance in your country.

A leading drug regulator who could speak rom theo

perspective o the drug regulators community.

A nongovernmental organization representativeo

who is active in promoting engagement in public

health, and could be encouraged to do even more by

promoting awareness o the risks o drug resistance

and what communities and all actors must do to

respond.

A leading inectious disease clinician or academic, o

The national or local association o pharmacists. o

A representative a local pharmaceutical f rm or as- o

sociation.

A patient or amily member a ected by drug-resist- o

ant disease.

You can use the tools and products mentioned in Sec-

tion IV or your meeting. A video statement rom WHO's

Director-General, Dr Margaret Chan, will be avail-

able on the WHO web site on World Health Day. In the

video, Dr Chan delivers a call-to-action to combat drug

resistance. Her video statement could be used to open

a meeting or event. You can use the act sheets, andpresent local acts and issues o your own to stimu-

late discussion. The policy bries can orm a basis o

discussion and or planning next steps. A video will be

available ollowing World Health Day o a WHO panel o

diverse stakeholders discussing the challenge and the

WHO policy package. This video could be used or uture

discussions in the coming months.

Your panel session could be f lmed and made available

live (or delayed) on video and then provided on your

WHO web site. Prepared video statements could also be

released.

In order to gain media attention, you could precede the

panel session with a World Health Day press conerence

on the theme o Combat drug resstance. You may want

to ocus the press conerence on the launch o the WHO

policy package and the next steps or your stakehold-

ers, with panel conerence speakers available or press

interviews ater the conerence. For more inormation,

please see the section on media.

Other actvtes that could be pursued on World

Health Day and beyond:Public walks or marches leading to health acilitieso

where discussions could take place on how individ-

ual health services, outreach workers, local com-

munity groups and leaders can engage in the work

– including on the proper use o medicines by all.

Tours o acilities and talks on what inection preven- o

tion and control measures can be taken by workers

and others in health acilities, other settings where

people live together in large groups (such as nursing

homes, worker dormitories, prisons, etc.), and in

communities.

Lectures in universities and in other settings on ao

specif c drug resistance challenge – where local

data or research are available.



A. Design and slogan

The o cial design and slogan or World Health Day

is available in Arabic, Chinese, English, French, Rus-

sian, and Spanish through the WHO corporate web site

at: http://www.who.int/world-health-day/2011. When

preparing materials in support o World Health Day, this

design and slogan can be used and translated into other

languages as needed. They should always be used in

conjunction with the WHO o cial logo.

Organizers are reminded that both the design and

slogan o the World Health Day campaign and the WHO

logo are WHO intellectual property and should be used

only to identiy events and materials related to World

Health Day. The World Health Day design and the WHO

logo may not be reproduced together with commerciallogos, be used or the purpose o sel-promotion or or

obtaining any commercial or personal f nancial gain,

nor may it be utilized in any manner which implies WHO

endorsement o activities or products o a commercial

enterprise.

B. Package and advocacymaterials

The package includes various toolkits to assist with your

World Health Day event planning:Toolkit or country o ces and other event organizers o

Media toolkits o

An advocacy campaign uses a set o integrated com-

munication activities and tools to achieve a change

in behaviour or perceptions in the target audience. In

combating drug resistance, the desired changes include

improving antimicrobial use and blocking transmission

o resistant organisms. This campaign may also be used

to raise awareness o drug resistance or to raise unds

to support e orts to combat it.

IV. Support from the World HealthOrganization

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9

WHO policy on advocacy campaigns

Advocacy campagns must contrbute to clearly def ned

publc health goals and ocus on concrete outcomes. In

this case all advocacy and communications material are

aimed at ocussing attention on increasing understand-

ing o what drives drug resistance and what can be done

to prevent it. Please see Section I or specif c objectives.

They should communcate only evdence-based norma-

ton. The inormation and acts supplied by WHO have

been checked or accuracy and relevance. It is your

responsibility to ensure that any local acts and f gures

are reliable, credible, and relevant.

They should motvate audences to take acton. Your com-

munications on and around World Health Day must be

aimed at eliciting action and not just stop at awareness

building.

They must rase awareness o health problems, propose

solutons to these problems, and ndcate how WHO s

mplementng these solutons. Go rom highlighting the

problem to the action: the six-point policy package.

Express to your audiences how ordinary people can

take action, too.

They must use WHO’s sx-pont agenda and our pror-tes as a ramework or key messages. In this case, drug

resistance poses a global health security threat and is

a hindrance or achieving development goals.

They must use the WHO logo on the campagn materals

n accordance wth WHO Vsual identty Gudelnes (http://

intranet.who.int/homes/dco/logo/)

Resources allocated or advocacy campagns must be

lnked to specf c planned outcomes. It is important to

assess the outcomes and impact o your event or your

activities.

C. Media

WHO will make available during the f rst week o April

the ollowing embargoed items or your reerence, use,

and local adaptation. Embargoed means that you cannot

make the contents public until the date and hour stipu-

lated at the top o the product.

Press release o

Statement rom the WHO Director-General (videoo

and in print)

Media advisory on any event or activities you plano

(which you can add to the kit)

Media advisory on the global launch o

Frequently asked questions o

Photos o

Relevant act sheets and technical documents ono

drug resistance

D. WHO web and social media

Web site

The o cial global web site has been launched at: http://

www.who.int/world-health-day/2011. This site hosts

the main inormation around the campaign, as well as

campaign materials such as video statements, posters,

and brochures in six languages.

YouTube

The o cial YouTube web site is: http://www.youtube.

com/who. This site allows you to view audiovisual mate-

rial rom WHO partners.

Facebook

The o cial Facebook web site is: http://www.acebook.

com/World-Health-Organization. This site allows you to

access individuals interested in public health, as well as

audiovisual material and photographs related to drugresistance.

Twitter

The o cial Twitter web site is: http://twitter.com/

whonews/. This site allows you to view short key mes-

sages communicated directly rom WHO headquarters

and is useul to mobilize supporters.

E. Web sites for more information

ReAct - Acton on Antbotc Resstance

http://www.reactgroup.org/

Centers or Dsease Control and Preventon (CDC)

Antbotc/Antmcrobal Resstance

http://www.cdc.gov/drugresistance

inectous Dsease Socety o Amerca – “Bad Bugs Need

Drugs” – http://www.idsociety.org/10x20.htm

Allance or the Prudent Use o Antbotcs

http://www.tuts.edu/med/apua/

internatonal Network or the Ratonal Use o Drugs

http://www.inrud.org/European Centre or Dsease Preventon and Control (ECDC)

Antmcrobal Resstance – http://www.ecdc.europa.eu/

en/healthtopics/antimicrobial_resistance/



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F. Contacts

Headquarters

Tchncal focal ponts

Dr Mario Raviglione, Director, Stop TB Department

(lead or World Health Day 2011)

and Diana Weil, Coordinator Policy & Strategy

Stop TB Department

World Health Organization

D4-3016, Avenue Appia

CH-1211 Geneva 27 Switzerland

T: +41 (0)22 791 30 72

M: +41 79 475 54 59

F: +41 (0) 22 791 41 99E-mail: [email protected]

Languages: English, French, and Spanish

They also can drect you to other WHO techncal leads on

specfc drug resstance concerns.

Mda focal pont

Mr Glenn Thomas

Senior Communications Adviser


T: +41 79 509 06 77

E-mail: [email protected]

Web: www.who.int/tb

Language: English

Regional Ofce or Arica

Tchncal focal pont

Dr Wilred Nkhoma


T: +47 241 38071

M: +243 772 249 226


Language: English

Mda focal pontMr Samuel Ajibola


T: +47 241 39378


Languages: English and French

Regional Ofce or the Americas

Tchncal focal pont

Dr Pilar Ramon-Pardo

Advisor, Antimicrobial Resistance

Health Surveillance and Disease Prevention and Control,Pan-American Health Organization

Washington, DC, USA

T: +1 (202) 974 3901


Languages: Spanish and English

Mda focal pont

Mr Dan EpsteinPan-American Health Organization

Washington, DC, USA

T: +1 (202) 974 3459

M: +1 (202) 316 5679


Languages: English and Spanish

Regional Ofce or South-East Asia

Tchncal focal pont

Dr Rajesh Bhatia

Regional Adviser

Blood Saety & Laboratory Technology andAntimicrobial Resistance


Indraprastha Estate, Ring Road

New Delhi 110002 India

T: +91 (11) 23309324

F: +91 (11) 23378412


Languages: English, Hindi, and Punjabi

Mda focal pont

Ms Vismita Gupta-Smith

Public Inormation and Advocacy OcerWorld Health Organization

Regional Oce or South-East Asia

T: +91 (11) 23370804, ext. 26401

F: +91 (11) 23370197


Languages: English, Hindi, and Bangla

Regional Ofce or Europe

Tchncal focal pont

Dr Bernardus Ganter

Senior Adviser, Antimicrobial ResistanceCommunicable Diseases

Health Security and Environment


Scherfgsvej 8, Copenhagen 2100, Denmark

T: +45 (39) 17 14 23


Languages: English and Dutch

Mda focal pont

Ms Viv Taylor Gee

Communications Adviser

World Health OrganizationScherfgsvej 8

Copenhagen 2100, Denmark

T: +45 (39) 17 12 31


Language: English



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Regional Of ce or the Eastern Mediterranean

Tchncal focal pont:Dr Nabila E. Metwalli

Regional Advisor

Blood Transusion Saety, Laboratory,

Imaging & Clinical Technologies


PO Box 7608 Nasr City

Cairo 11371, Egypt

T: +2022 227 65314

M: +2016 998 6557

F: +2022 227 65416


Languages: Arabic and English

Mda focal pont:

Ms Mona Yassin

Communication O cer

Media and Communication Unit


Abdul Razzak Al Sanhouri Street

P.O. Box: 7608 Nasr City

Cairo 11371, Egypt

T: +202 227 65020

M: +201 060 19284

F: +202 227 65455


Languages: Arabic and English

Regional Of ce or the Western Pacifi c

Tchncal focal pont:

Dr Dean Shuey

Team Leader, Health Systems Development


T: +63 2 528 9806


Languages: English and Tagalog

Mda focal pont:

Mr Peter Cordingley

Public Inormation O cer/Spokesman


T: +63 2 528 9992

M: +63 918 963 0224


Language: English



A. Print and broadcast media

Members o the media are also members o the com-

munity. They will be interested in your messages in their

capacity as private citizens and also as proessionals.

Two things are needed, however, to increase media cov-

erage: 1) understanding what the media want in a storyand 2) making sure that the inormation is provided to

them in a clear and timely manner.

Reporters and producers want a good story. They look

or audience appeal, issues that stimulate debate, sto-

ries that generate increased viewership or readership,

and sustained public interest through resh perspec-

tives on an issue. The media will avoid stories that are

inaccurate or incomplete, as well as organizations that

are overly persistent ater a story has been rejected. It

is up to us to provide illustrations, examples, human in-

terest stories, and explanations about how global issuesimpact local communities. Stories come alive when me-

dia have someone to interview. Headquarters, Regions

and Country O ces should designate spokespeople,

subject matter experts, and other possible interview

partners or World Health Day.

Spokespeople o are the key ocal points who speak

about the issue o drug resistance, key messages,

and events and have been assigned and trained or

this role.

Subject matter expertso within WHO who are knowl-

edgeable about drug resistance (including specif c

subject areas) and can speak in depth about the

topic.

intervew partnerso are high-prof le policy makers,

people with interesting prof les, and celebrities who

can inspire others. For example, participants in the

high-level panel (see Section IV) make good inter-

viewees.

Spokespeople, subject matter experts, and celebrities

should be brieed on World Health Day 2011 key mes-

sages and receive background documents and guide-

lines.

V. Engaging our audiencesMedia, whether print, broadcast, web, or social media are all powerful partners

and platforms to reach our target audiences.

12



13

Ways to engage broadcast meda

Mainstream media has a massive in uence globally on

what the general public or political leaders deem impor-

tant. In order to provide a voice or ace to the campaign

Combat drug resstance, broadcast media coverage is a

must.

P Audo

1. Podcasts – digital audio f les whose content evolves

over time as part o a “living” f le.

Contact media outlets in your area and inorm jour-

nalists about the World Health Day podcast on the

WHO web site. The f le can be automatically down-

loaded rom the Internet to a journalist via sotware

that keeps track o the changes and downloads the

updated content to their computer, audio player, or

mobile phone.

2. Rado ntrvs – live or pre-recorded interviews

communicating inormation on public health issues.

Interviews with WHO senior sta about upcoming

World Health Day events or drug resistance can be

conducted rom a desktop, studio, or satellite phone.

Radio interviews are highly cost-e ective becausethey require relatively low-tech equipment and can

be used repeatedly at little cost.

P Vsual

1. B-roll – back-up or supplementary video ootage that

can be used to expand, enhance, or add background

detail to the main ootage (A-roll) o an interview or

story.

The Department o Communications at WHO HQ hassome ootage that can be made available. Local oot-

age is more valuable to national and local media and

thereore more likely to be used.

2. Publc srvc announcmnts – I you are able to

develop an announcement, contact television adver-

tising companies to book advertising space. This can

oten be negotiated or ree.

3. TV ntrvs – serve to educate the public about

current health issues and can be viewed on TV or the

Internet. This also provides an opportunity or WHO

experts to answer questions about health mattersmost likely to be asked by the general public. All WHO

senior sta , technical sta , and communications

o cers are authorized to be interviewed as long as

they are brieed on the key messages and/or are ex-perts in the subject. The head o WHO Country O ce

decides who should speak to the media.

4. Vdo statmnts – The WHO Director-general's

video statement is available or use at country level i

needed.

P Meda products

When engaging with media, always ask yoursel:

Who do i ultmately want to reach? o (Media is not theend audience!)

How can i nterest my audence? What wll reach themo

and compel them to take acton?

What do i want my audence to do? o

Patnts:I stop demanding antibiotics rom doc-

tors and take the ull course o medicines when

they are prescribed.

Physcans and othr doctors:I stop prescribing

antimicrobials unless absolutely indicated.

Pharmacsts: I stop dispensing antimicrobials

without a prescription.

Polcy makrs:I create coherent policies or com-

bating drug resistance.

Pharmacutcal compans:I invest in research

into new antimicrobial drugs.

1. Ns rlass

You can use the embargoed news release, adapted to

your context. Once you send out the release, make sure

that you have prepared and made available spokesper-sons or subject matter experts who can elaborate on

the story and give more local content. Always include a

local contact telephone number and have a sta mem-

ber man that line. Use regional spokespeople, i you

need back up support. Reer to the act sheet, six point

policy package and FAQs. It is best to have country spe-

cif c examples, acts and images (photos and videos).

2. Fatur ns

Proposals or a eature news story can be three to

our pages in length and should capture and build on

a story you want to pitch. Attention-grabbing headings

are also important. For broadcast media, contact them,



14

brie them, and oer them good interviewees or news

or news eature programmes. Some suggestions orstories include:

What aspect o drug resistance is most relevant too

your country?

Which o the drivers o drug resistance can be ad- o

dressed in your country?

What good practice or success story can be high- o

lighted?

What has been achieved with regard to drug resist- o

ance in countries with a similar context as yours?

What aspects interest local communities (e.g. regu- o

lation o pharmacies, regulation o doctors, etc.)

Have there been high profle cases o drug resist- o

ance in your area or country?

Are there champions o combating drug resistanceo

whose story or quote could make the news?

3. Mda advsory

This is an announcement to the media about an event

they could cover. Notice should be given so ar enough in

advance that media have time to prepare. The advisoryhas the practical arrangements, including time, date,

and venue, and oten reer to background material

they could read. A World Health Day event, meeting,

or press conerence should all be announced this way.

You should call media contacts and encourage them to

attend, i possible.

4. Othr nspapr contrbutons

Two tools or outsiders to express their views in news-

papers are Letters to the Edtor and short pieces that

appear opposite the editorial page (known as “op-eds”

in newspaper parlance). Most newspapers will usually

consider up to two op-eds a year rom one source. The

piece should be quite short (ideally 300–400 words),

well thought-out, clearly written, and persuasive; it

should be sent by the head o your organization or

someone o similar status.

Be selective about your Letters to the Edtor : i you write

too oten they will not get printed. Your letter is more

likely to be published i it contains ewer than 400

words. You should develop your main idea within the

frst two paragraphs. I you are responding to a specifc

article, put its title, author, and the date when it ap-

peared in the frst sentence.

5. Mda kts

A media kit provides inormation prepared especiallyor the media and released near to or on the day o the

event. For World Health Day, the standard kit should be

supplemented with current inormation relating to the

event.

Here are the contents o the global media kit, which you

can use and adapt as needed:

News release o

Media advisory o

FAQs o

Fact sheets o

Policy bries o

Statement rom the WHO Director-General (videoo

and written statements)

List o spokespersons and subject matter expertso

and their contact details

How to nterest the meda n World Health Day

1. Rach out to thm drctly

Brie media beore hand about the issue and about the

event. Oer experts or interviews. Let them know what

others are doing or World Health Day. Use the media

advisory.

2. Organz vnts

Meetings, seminars, webinars, panel discussions, de-

bates, etc. are all eective. Other ideas include competi-

tions, quizzes, public awareness campaigns, and other

creative ideas using the World Health Day 2011 theme

Combat drug resstance. These are a good way to reach

people who might not be attracted to more traditional or

ormal events.

Contact reporters on the sta o local papers and per-

suade them to publicize your event. In addition, arrange

to have the event listed in local newspaper calendars

and announced on television and radio stations. Deliver

invitations two weeks in advance o the event, by hand

or by mail. Two to three days in advance, call editors and

reporters and ask i they plan to attend. The day beore

the event, call the selected media outlet again and po-

litely remind them about the event.



15

During the event, set up a media sign-in table and hand

out media kits. Try to set up interviews with participantsand introduce the media representatives to the appro-

priate spokespeople. It is a good idea to issue everyone

a name badge. Have someone rom your organization

take photographs to illustrate uture articles on the

event; they will also be useul or your own f les.

Immediately ater the event, send a news release to any

reporters who were unable to attend and send ollow-

up letters to the editors o local newspapers. You can

also write a ollow-up article or community publica-

tions, illustrated with photographs. Remember to thank

the community and participants, and inorm them o thesuccess o the event.

Coverage o your World Health Day event can be

expanded by planning in advance a system or measur-

ing the success o the event. Record inormation such

as how many people attended, how many volunteers

were recruited, and how much media coverage was

received. Not only is this inormation useul or internal

evaluation, but it can provide ocus or post-event news

releases.

3. involv clbrts

This can be time consuming, but i you already have

identif ed a celebrity who might speak on this cause,

then brie them, engage them, and help them get your

message out. Celebrities can easily disseminate your

messages on their Facebook walls or through Twitter

channels. This increases outreach without them having

to do too much.

Celebrtes

Choose individuals who are well-known and re- ospected within the country or community and who

can draw positive attention to World Health Day.

Invite personalities in music, f lm, sports, science,o

and politics to talk about the issues.

Engage a well-known person who lives nearby or iso

rom your area – they may provide “local support”

or your event.

Make sure the celebrities are brieed in advance. o

Celebrities associated with WHO work should have ao

sound reputation and should not be associated with

the tobacco industry or any other industry whose

objectives are incompatible with those o WHO.

4. Updat your mda contact lst

Track your media contacts by asking all your colleaguesto record summary inormation about their telephone

conversations on a simple orm giving name, organiza-

tion, date, time, and topics discussed. Examining the

media contact orms can provide valuable inormation,

such as how many media enquiries were received over

a period o time, on which subjects, and whether enquir-

ies are increasing or decreasing. Knowing your media

contacts and understanding their interests and styles

can help you decide what inormation to share with

whom and when.

5. Montor mda pck up and mpact

Set up a simple system to assess how media are picking

up the World Health Day story. What are they interested

in? What aspects are they covering? Are they getting the

story right? Do you need to correct anything? What is

the impact o the media coverage? Extend the monitor-

ing to web and social media i you can.

B. Web and social media

The World Health Day web site provides a platorm

where supporters can register to receive email inorma-

tion or resources about the event and about drug resist-

ance. In addition to hosting the ultimate call-to-action

around World Health Day, the web site may also be used

to support the social media outreach.

Beore World Health Day

Gain ollowers or online supporters who can beo

mobilized to support World Health Day.

Envision and educate your audience about Worldo

Health Day and drug resistance; create anticipation

around the event and an eagerness to take part or

respond on the day.

Establish partnerships with others who will alsoo

support the two goals above.

ACTiONS

Inorm your contacts or pre-announce “Drug resist- I

ance is a threat to our heath and survival. World

Health Day 2011". Use the existing web site and emailall contacts.



17

Use some o these suggested hashtags related too

this topic in tweets: #publichealth, #hiv, #aids, #ma-laria, #tuberculosis, #medical, #antibiotic, #super-

bugs, #mrsa.

Durng World Health Day

Promote World Health Day extensively using sched- o

uled tweets, taking into account the time zones in

the world; link these tweets to new content and

resources.

Engage people by promoting the campaign, call- o

ing them to support the campaign and to join the

“cause”.Invite people to use Twibbon (see below), to add ao

mark on their Twitter prof le to spread the word

about the campaign.

Engage directly with people, e.g. retweet (RT) peopleo

who are supporting the campaign and thank them.

Ater World Health Day

Continue to promote the campaign and engage peo- o

ple (adding new content, or inorming people about

the evolution o the “cause”).

FACeBOOK

Facebook, with over 600 million users globally, is a

way to reach either individuals or groups with a similar

passion or combating drug resistance. The Facebook

strategy should be built primarily on the World Health

Organization’s existing Facebook page. As with Twitter,

the campaign is divided into three phases: beore, dur-

ing and ater World Health Day.

Beore World Health Day

Promote the World Health Organization Facebooko

page

– Firstly, to increase the number o ollowers who

“like” the WHO Facebook page, use Twitter to pro-

mote the page. The WHO Twitter page is already ol-

lowed by a large number o people, many o whom

would potentially “like” the new Facebook page.

Asking these people to support WHO on Facebook

by liking our page could achieve a signif cant impact.

Such a message may take the orm o a direct mes-sage (DM) to individuals, and a public tweet.

– A tweet to promote the WHO Facebook page might

read as ollows:Thanks or ollowng us on #Twtter. You can also sup-

port us on our new #Facebook page http://tny.cc/a86y

#WHO

Or,

#WHO has a new #Facebook page. Please support us

by lkng t here: http://tny.cc/a86y

Or,

On #Facebook? Lke our page or updates on the world

o #WHO: http://tny.cc/a86y

The aim should be to raise awareness o Worldo

Health Day and create anticipation ahead o the day

itsel.

Facebook should be used in parallel to the Twittero

strategy to promote the World Health Day campaign.

A similar message approach to that used in Twitter

may be used.

Messages may include links to our World Healtho

Day support kit, how to join a Combat drug resstance

Facebook cause on the date o the event, and, as with

Twitter, a daily countdown o days to go.

Durng World Health Day

Be as engaging as possible by trying to share; en- o

gage people in a two-way conversation. I people ex-

press ideas, positive comments, or their own health

story and issues with drug resistance, try to respond

to them, direct them to relevant sources o inorma-

tion, and encourage them to support the campaign.

It may be possible to have specialist advisors avail- o

able on World Health Day itsel to respond to Face-

book wall posts or comments.Promote a Facebook "cause" inviting people to showo

their support in the f ght against drug resistance.

Thank people or their support during World Healtho

Day and share the results (i.e. tell them how many

people joined the cause and encourage them to con-

tinue engaging in e orts to end drug resistance).

Ater World Health Day

Thank people or their support during World Healtho

Day and share the results o our e orts.

Continue to engage them by explaining the campaigno

is not f nished and the cause needs them.



18

Provide links to new content to show this issueo

remains an important cause.Continue to promote the cause and the web site. o

The Twitter and Facebook activities may be managed

in parallel, and may be made easier by the use o tools

such as Hootsuite, Tweetdeck, or SocialOomph, to man-

age and schedule tweets and Facebook posts. Some o

the tweets can also be posted at the same time on Face-

book using this tool, which greatly reduces time spent.

Facebook – Causes

Facebook Causes is a very easy platorm that can be

used to mobilize individuals and organizations currently

ollowing you, with the potential to engage their network

o riends to add their support.

First create a cause on Facebook. The cause could be

named Combat drug resstance, providing a straightor-

ward means to engage a wide online audience around

World Health Day and drug resistance. Facebook Causes

is relatively simple to use and, once created, does not

require much work to keep it updated.



http://www.who.int/ world-health-day/2011

world health day tool kit for event organizers

Documents