Social Behavior Change Commuication
- Sexual Harassment
- Creative and OOH Installation
- Road Stas, Billboards & Public Transport Vehicles
- KCCA
SBCC | OOH
Concept
KCCA in partnership with UN Women, Spotlight Initiative and Sweden Sverige sent out an opening for agencies to bid for the job of producing various creative concepts around ENDING SEXUAL HARASSMENT IN PUBLIC PLACES, and execute through placement on 4 billboards and 196 street poles, and on 60 taxis (commuter vans), 30 coasters and 20 busses operating within the city.
Task
To create visual illustrations of the public places where sexual harassment is most rampant.
To include communicative messages in both Luganda and English.
To manage the logistics of putting up the ads on billboards, street poles and public service vehicles.
To monitor the ads for 4 months – to the end of the campaign.
Process
Created concepts and shared with client for approval before commencing with illustrations of the artwork.
Developed the illustrations that would form the artwork and approval came on second revert.
Secured the necessary authority permits for advertising, and rental spaces from the various stakeholders.
Installed ads.
Results
Secured hot locations for billboards in Wandegeya, Old Kampala and Kawempe which would increase ad-exposure to the target audience.
Placed 196 ads on street poles along Jinja road, Mulago, Kansanga, Bweyogerere, Kireka, Bwaise and Zana – these are the high traffic routes that shall deliver on exposure.
For vehicle branding, focus was on public service vehicles that go through the busy routes of Jinja road, Entebbe road, Namugongo, Kawempe route and Wandegeya.
Conclusion
- Behaviour change communication is not a one-size-fits-all. If it’s to be conducted through visual communication, without direct contact (dialogue), then it’s best done in the simplest and most direct way possible, and put in places where it will get maximum exposure.
- Behaviour change messages are best crafted in story form for TA to relate with, and illustrations are a great way to create stories efficiently with scene and expression.
