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 / University of Leuven), 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 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.
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