Strategic Communications

Challenge:  How to help new UN Cares HIV Workplace Programme harmonize HIV personnel programs and policies across the UN system.

Approach:  Formed global UN leadership working group to guide process of crafting communications and outreach strategy for UN Cares.  Prioritized target audience groups and individuals; devised message, tools, tactics and activities to reach those audiences; established unifying theme (10 Minimum Standards) and brand guidelines; and designed two-year operational framework. Provided strategy and support for UN Cares launch with Secretary-General Ban Ki-moon; produced brochure and fact sheets; and helped revitalize website that includes access to HIV positive employee support group, and list of HIV treatment and support centers worldwide.

Change Ignited:  Helped raise the standard, visibility, use and commitment to HIV prevention, care, treatment and support for UN staff and their families around the world.