Stop TB Partnership

11-13 October 2010Global Business Coalition

African Business Leaders on HealthJohannesburg, South Africa

L. Homero HernandezStop TB Partnership

Why use information education and communication tools to tackle public health

issues?

• Power of PPPs to educate communities, employees, customers

• Importance of cross-sector collaboration

• Impact of utilizing art and celebrities to raise awareness and inspire action where vulnerable populations would hardly be reached through other means

• Because it has been proved time after time in different health interventions, that only a multidisciplinary approach can effectively eliminate public health issues that affect developing countries in the world we live in today

Luis Figo – I'm stopping TB Campaign Official kick-off: London, World TB Day 08

Community involvement:

• Lamppost campaign

• London + 9 major locations

• Areas at high risk

• Timeframe: 2 months

Global and local media:

• British international and national media

• Portuguese international and national media

Luis Figo – I'm stopping TB Campaign Distribution: Global

Kempinski AG:

• 59 hotels in 25 countries (5 WHO Regions)

• 400 000 postcards distributed

• 3.300.000 viewers

• 19 000 employees trained on TB

• 2 advocacy events organized

IFRC

• 150 000 postcards distributed

• 30 000 posters distributed

• 189 countries

Kempinski / Eli Lilly / FABRICAStop TB Postcard Campaign

•The Luis Figo Postcard campaign – a joint collaboration between a hotel company, a PR firm and a pharmaceutical company

•Developed to raise awareness and funding with little financial implications for their operations.

Luis Figo – I'm stopping TB Campaign Distribution: Country-level

Burkina Faso:

• 56 000 postcards distributed

• Channels: schools, World AIDS Day, World TB Day, Total gas stations, pharmacies

• 9 major cities involved

Additional countries: Afghanistan (Dari and Pushto), Bahrain, Bosnia Herzegovina, Brazil, Djibouti, Egypt, Jordon, Kazakhstan, Kuwait, Lebanon, Libya, Moldova, Pakistan (Urdu), Qatar, Saudi Arabia, Sudan, Tunisia, Turkmenistan, Yemen

The “Luis Figo World Tuberculosis cup” comic book

•Supported by Eli Lilly

•Translated into 8 languages including Hindi, Kswahili and Khmer

•Designed to teach children about TB, its symptoms and preventive measures to take

•Comic book later evolved into an animated cartoon dubbed into the 6 UN languages

Tanzania: October 08 Cambodia: November 08 Brazil: March 09 South Africa: October 09 Belarus: October 09 Moldova: November 09 Kenya: December 09 Burkina Faso 09

Global Partners Supporting the Figo Campaign:

•With the sponsorship of BD, James Nachtwey documented and exhibited the plight of TB patients’ struggle

•The journey takes a world renown photographer through Cambodia, Lesotho, South Africa, Siberia, India, Swaziland, and Thailand

• His photographs are shown at major art exhibitions in New York and projected in 50 major cities across the globe on giant video screens

James Nachtwey and Becton Dickinson raise awareness about

MDR and XDR TB

UK R&B Singer Craig David campaigning in Cape Town

•Using the power of his celebrity status to fight stigma

•Channeling messages to the youth through his social media networks – You Tube, Facebook and Twitter

•Aiming to inspire others to take up the same challenges of increasing awareness of TB in endemic countries through educational campaigns and fighting stigma

Lessons learnt from Global TB Information, Education and Communication (IEC) campaigns:

•Early engagement of the Business Sector is key to successful and high-impact campaigns

•Companies often don’t know how to get involved or sell it internally (senior management)

•Clearly agreed objectives and measurable impact is crucial to getting buy-in

•Match-making of companies’ priorities and the needs or gaps of national TB programmes should be systematized

•31 National TB Partnerships working in endemic countries in all of WHO 6 regions provide opportunities for engagement in IEC activities

•National Partnerships have proven to be an effective entry point for companies- a recent project will record examples for wide distribution