CSME PUBLIC EDUCATION
In 2014, The Caribbean Community (CARICOM) Secretariat had hired Right Angle Imaging Inc., to undertake a: Consultancy to Deliver a Work Plan for Improving Information Flows within the CARICOM Single Market for Belize, Dominica, Grenada, Guyana, Jamaica and St. Vincent and the Grenadines. The target audience groups are implied in the list of expected outputs which included trained media personnel, trained teachers, trained Immigration and Customs personnel and trained business and commerce gatekeepers across the 6 focal member states. According to our client, the strategic objective of the project, that is, delivering country specific Communication strategies and Plans, activities and products that will boost and maintain information flows on the CSME, was 100 percent met based on an assessment of the verifiable indicators established for measuring this higher outcome.
Strategies, Campaigns & Tools
Don’t you just love it when a plan comes together! It starts with the process of analyzing your audience groups, understanding their concerns, what they already know or don’t know, where they go for information, who holds greatest sway over what they believe and indeed, what are their values in relation to the issue. You will need to boil down the thesis of various messages to resonate with the values of each audience group and then identify the ideal communications mix. We do that well and we have helped regional and international NGOs, government agencies and clients from various sectors. Here are a few cases studies.
RAI is perhaps the marketing communication agency in Saint Lucia which has worked with all state and NGO partners directly involved in public education to mitigate the spread of HIV/AIDS at the national level. We provided pro bono support to the AIDS Action Foundation from its inception.
DISASTER RISK REDUCTION
The WE READY campaign was designed and implemented in 2010 for the Caribbean Disaster Management Agency (CDEMA) to help raise public awareness on earthquake readiness. It had to be piloted in Jamaica, Antigua & Barbuda, Grenada and St. Vincent & The Grenadines to a diverse target audience. We recognised that an effective campaign would need to tailor tools targeting government policymakers, and influence practices: adherence to building codes, due diligence by state agencies, processes and procedures by administrators of public buildings, educators and families, and enhance the ability of media people to be proactive in the work of advocacy.
RAI considered the audience diversity and created an integrated campaign which included toolkits for Policymakers, Media, Teachers and administrators of public buildings; we created a webpage to make accessible to primary and Kindergarten teachers downloadable tools to integrate into their lesson plans; we involved the youth and the construction sector in delivering key messages to their peers, and produced a documentary debunking myths about what to do during and earthquake.
AAF with our support, did commendable work in behavior change campaigns which address the gamut of issues related HIV/AIDS: Stigma & Discrimination, Mother To Child Transmission, Risk Reduction. We have also worked with the Ministry of Health HIV/AIDS Unit, the Saint Lucia Red Cross and the Saint Lucia Planned Parenthood Association to produce various campaigns promoting the use of Anti-Retrovirals, Early Testing and Personal Responsibility. Our integrated campaigns relied heavily on the use of RAI produced edutainment tools to support face to face group engagement. These include docudramas, bilingual PSAs, jingles, capacity building; as well as ambient marketing tools like posters and community billboards.
In 2003,the Saint Lucia Insurance Council enlisted our help to design and produce a Road Safety Campaign to help curb a spike in road fatalities. We thought that hearing the stories of survivors would be more effective in helping to change driver behavior on the roads. We also augmented the media tools with instructional videos to increase understanding of road signs and symbols.