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Become a Guinea Worm Hero!

How do we get rid of the guinea worm once and for all?

Year 
2017
2016
Client 
Kyne
Deliverables 
Concept & story
Posters
Logo
Radio ads
Song
Videos
Theatre play
Flip charts
Textile designs

Medication is not very effective against this parasite and doesn't solve the problem. But a change in behavior does. Providing people in remote areas with the right information, in such a way that it changes their behavior, that’s the challenge.

The Guinea Worm is a difficult parasite to get rid of. Even though previous campaigns were successful; in order to wipe out the worm permanently, the communications strategy of The Carter Centre has to change people’s behavior in the long run. For the remote, rural areas of Chad and Mali, this is an absolute necessity.

Kyne, specialized in health communication, investigated possible obstacles for behavioral change, to come to a better understanding of the situation. Shaved Monkey was asked to work out a new campaign. One that would stick.

First understanding, then an idea

A good understanding of the local customs is crucial for the success of a campaign.Thanks to the expertise of several anthropologists, including professor Cassiman (KULeuven), and field researchers Bart Peeters en Rowena Koch, we got a clear insight into the daily life of people in Mali and Chad.

We gained insight in the way people obtain and spread information, and what they know about the worm. By doing this we could clearly map behavioral change barriers.

Striving towards long-term behavioral change we were convinced we had to go beyond the classic poster campaign. After a few weeks posters start to fade and people tend to forget about them.

In collaboration with Jan Teulingkx we chose to tune in on the local storytelling culture. A story that informs as well as entertains. Informing enough to learn. Exciting enough to engage.

Co-creation is a win-win situation

We strive towards open and constructive cooperation. Working together we strengthen each other:  everyone wins.

We asked author Jonas Van Thielen to write a fairy tale. Het Geluidshuis was actively involved in the process as well: songs were written, and illustrations were made by Mark Borgions.

We paid a lot of attention to aligning our creations with the expectations of our target audience. Time after time we adjusted our frame of reference. Step by step, we were able to find a common language, which was very visual.

A song, a music video, a theatre play, an original textile design, flip charts, posters and radio ads were part of the renewed campaign. This was done in several languages, such as: Chadian Arabic, Ngambay and Dazaga for Chad and French, Bambara, Soninke and Koyraboro for Mali.

For its implementation, Shaved Monkey searched and found ambassadors in Mali and Chad. Local heroes, singers and dancers, translated the words of the song and the story and added images of their own. That way, the story became theirs as well, which led to a greater willingness to listen.

We strive towards open and constructive cooperation. Working together we strengthen each other: everyone wins

Right now, our partner Kyne is taking care of the general coordination and implementation in the field. Hundreds of health workers are involved.

We hope that, through this intensive cooperation, the World Health Organization will soon declare Mali and Chad Guinea Worm free

Year 
2017
2016
Client 
Kyne
Deliverables 
Concept & story
Posters
Logo
Radio ads
Song
Videos
Theatre play
Flip charts
Textile designs
In co-creation with 
The Carter Center
Kyne
Jan Teulingckx
Het Geluidshuis & Koen Brandt
Mark Borgions
Jonas Van Thielen
Izra Rimtobaye
Prof Cassiman
Bart Peeters
Rowena Koch
Sanne Schoofs
Uncompressed
Djeneba Seck & Sekou Kouyaté
Michael Tivier (Wassoulou Productions)
Ralf Demesmaeker
Birger Platteeuw
Sonja Van Bockstaele
Marcus Didjabaye & Safoura Zombra
Frank Schulte
Michael Swennen
Reinder Vankeerbergen

Do you have a story
to tell?

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