Medicines, Vaccines and Pharmaceuticals (MVP) Issues Communications RFP

Purpose:

The goal of a proposed AWaRe campaign is to encourage governments to adopt the AWaRe categories by integrating them into their national essential medicines lists. If achieved, this could represent a tangible progressive step for countries in their efforts to reduce antimicrobial resistance and optimise antibiotic treatment. The tactical approach of the campaign is to target principally government decision- and policy-makers through traditional advocacy (advocacy forums, direct communications, opinion pieces in influential media, high-profile supporters) for a period of two years, and through a 4-week social media campaign and a global media launch, both of which will be curtain raisers for the overall effort.

Background:

The Access to Medicines, Vaccines and Pharmaceuticals (MVP) cluster works with countries and other partners to improve access to essential medicines and other health technologies of assured quality. The cluster collaborates with a wide range of international partners and expert networks, UN organizations and WHO Collaborating Centres and focuses on two broad areas of work: (1) the Regulation of medicines and other health technologies (medicines, vaccines, other biologicals, blood products, medical devices, and diagnostics); and (2) Innovation, Access and Use of medicines and other health products.

The AWaRe campaign One of the WHO’s flagship priorities is the global reduction of antimicrobial resistance. MVP has done extensive work on this issue and in 2017 developed the AWaRe strategy to assist countries address antimicrobial resistance nationally. The AWaRe strategy categorises antibiotics into three groups – ACCESS, WATCH and RESERVE – to facilitate the choice of treatment for common and serious infections in a way aimed at preserving their efficacy, thereby reducing the risk of resistance. AWaRe is part of the 2017 WHO Essential Medicines List. This means that it contains the antibiotics all health systems must have at the ready for their populations. In that sense, AWaRe is also a policy support to enable full access to antibiotic treatment for countries that face shortages and other access barriers.

Scope of Work:

Goal: To raise awareness of AWaRe as a useful tool to address AMR, and to advocate its adoption and implementation in countries. Possible indicators: 100 countries to have adjusted their essential medicines lists by integrating AWaRe 12 months from the beginning of the campaign; most countries 24 months after campaign launch. Audiences

Political leaders, policy-makers worldwide and influential networks, with particular attention to middle-income governments – we need to secure their political will to support and promote AWaRe in their countries

Health and agriculture ministries – we need to foster greater dialogue and cooperation between these two entities to work together on AMR

FAO and OIE (and possibly WTO) – we need to secure their collaboration Approach

• Traditional advocacy through advocacy platforms such as WHA, WHO Regional Committees, UNGA, G20
• by enlisting global advocates, i.e. political leaders from target regions and scientific advocates
• Through opinion forming pieces in international and national media, preferably authored by political leaders
• Multi-platform web/social media campaign/global media launch
• Through a microsite fully devoted to AWaRe, with communication products and resources, such as a short film/animation to explain why AWaRe is needed and how it works; brochure that builds the business case; infographic, blog feature and other resources.
• Social media campaign to be launched at the same time as the public launch event of the campaign.
• Social media toolkit for countries to run their own campaigns.
• High-profile global media launch.

Purpose of the work: To raise awareness of AWaRe as a useful tool to address AMR, and to advocate its adoption and implementation in countries. Possible indicators: 100 countries to have adjusted their essential medicines lists by integrating AWaRe 12 months from the beginning of the campaign; most countries 24 months after campaign launch.

Audiences:

Political leaders, policy-makers worldwide and influential networks, with particular attention to middle-income governments – we need to secure their political will to support and promote AWaRe in their countries

Health and agriculture ministries – we need to foster greater dialogue and cooperation between these two entities to work together on AMR

FAO and OIE (and possibly WTO) – we need to secure their collaboration Approach

• Traditional advocacy
• through advocacy platforms such as WHA, WHO Regional Committees, UNGA, G20
• by enlisting global advocates, i.e. political leaders from target regions and scientific advocates
• Through opinion forming pieces in international and national media, preferably authored by political leaders
• Multi-platform web/social media campaign/global media launch
• Through a microsite fully devoted to AWaRe, with communication products and resources, such as a short film/animation to explain why AWaRe is needed and how it works; brochure that builds the business case; infographic, blog feature and other resources.
• Social media campaign to be launched at the same time as the public launch event of the campaign.
• Social media toolkit for countries to run their own campaigns.
• High-profile global media launch.

Work to be performed: In collaboration with the Senior Communication Manager, MVP, the service provider will support the second aspect of the campaign (number 2 above), and help organise the global media launch of AWaRe. More specifically, and with substantial input from MVP, they will:

• Create a microsite devoted to AWaRe;
• Develop a 4-week social media campaign plan to be launched at the same time as the media launch event of the campaign;
• Develop a social media toolkit for countries to run their own campaigns;
• Support MVP in the organisation of a global media launch of the campaign, including in the logistics and preparation of media materials. Deliverables Microsite
• Infographic that explains what AWaRe is and why it is needed;
• Short film or animation that explains how AWaRe works;
• A short, compelling brochure that builds a convincing business case for governments to adopt AWaRe;
• A policy blog feature. Social media
• 4-week outreach plan with specific objectives and audiences;
• Social media materials (i.e. photos, testimonials, messages)
• Social media tool kit – i.e. a checklist of actions needed in the preparation of a social media campaign;
• Implementation of campaign with WHO. Outreach and launch
• Support MVP communication in the development of media materials (press release, fact sheet, Q&As, op-ed/s);
• Help organise the logistics of the launch and raise awareness of the event prior to the launch;
• Prep a select group of key journalists to ensure quality coverage;
• Help with outreach to global media;
• Ensure broad global coverage (especially in middle- and low-income countries).

Due Date:

April 27th

Address:

vogela@who.int

Strong healthcare PR firms include Zeno Group and Edelman PR.