Emmet McGonagle
Mar 30, 2020

United Nations issues COVID-19 brief to 'creatives everywhere'

It aims to raise awareness during coronavirus pandemic.

UN: brief encourages brands to donate media space to raise awareness
UN: brief encourages brands to donate media space to raise awareness

The United Nations has announced a call to arms for creators, influencers and media owners to tackle health and awareness during the coronavirus pandemic.

Announced in a 19-page document, the UN’s first-ever "open brief to creatives everywhere" aims to support the World Health Organization’s global health response to Covid-19 through highlighting public-health measures, preventing the spread of misinformation and communicating with regions that can still avoid or minimise an outbreak.

"You have the power to change the world," the brief states. "We need help translating critical public-health messages—not just into different languages—but into different cultures, communities and platforms—reaching everyone, everywhere." 

This is not a single campaign, according to the brief, but will comprise "a multitude of creative solutions to reach audiences across different cultures, age groups, affiliations, geographies and languages" via a range of platforms, including social media, digital, broadcast, print and radio.

While influencers are being invited to share information surrounding the pandemic in a way that captivates their audience, the brief encourages brands to donate media space to better raise awareness.

"We are in an unprecedented situation and the normal rules no longer apply. We cannot resort to the usual tools in such unusual times," António Guterres, secretary-general of the UN, said.

"The creativity of the response must match the unique nature of the crisis—and the magnitude of the response must match its scale."

The UN's document highlights six "mini briefs" that public-health measures must focus on—personal hygiene, social distancing, knowing the symptoms, kindness contagion, myth-busting and donating.

It ends with the encouraging words: "It is not too late. No-one can do everything, but everyone can do something. Together, we can save lives, protect resources and care for each other."

A series of creative agencies have already launched work encouraging people to practise social distancing, including St Luke’s and Pablo’s Nathalie Gordon, Amy Fasey and Jacob Hellström.

Brands including Ikea and ITV have also released campaigns encouraging people to stay at home.

Campaign UK

Related Articles

Just Published

3 hours ago

Coles CMO Lisa Ronson departs

The marketer announced she will leave by the late September. The news comes just one week ahead of Coles delivering its full financial results for 2022.

8 hours ago

How Western commerce platforms increasingly look to ...

SHANGHAI ZHAN PODCAST: Western commerce platforms such as Amazon remain distinctive, but are taking on more characteristics from their Chinese counterparts, says Victoria Glanz, who runs European operations for Chinese commerce company Fulljet.

8 hours ago

The many misunderstandings of using AI in creative work

SPIKES ASIA ACADEMY: The head of creative tech at Publicis says AI won't replace anyone in the industry anytime soon, but can be an incredible help to creatives.

8 hours ago

Asia-Pacific Power List 2022: Mits Minowa, Allbirds

The former Red Bull and Nike marketer is leading a sustainable brand out of its D2C origins and onto the global stage by launching new campaigns and entering new categories.