1. IDD Prevention Campaign Belarus experience 2001-2004 Ankara, Turkey, September 2004

2. UNICEF Prehistory 2000 – no information campaigns 2000 – request from Ministry of Health 2000, October – development of video PSA aimed to promote benefits of iodized salt But: the campaign failed, development was ‘frozen’ Reasons: negative deterrent ‘mood’ of messages, list of illnesses, consequences, dreary ‘picture’ 2000, October – 2001 February, - development of new conception for Informational Campaign

3. UNICEF What’s new?  for Belarus principally new approach for social advertising: ‘Positive’, non-scary messages Energetic active pace of PSA Impact for action (instead of prohibition) Nice-looking picture with easy to remember music What’s special?  close partnership with MoH  close partnership with specialists  deep commitment and involvement in the issue of executors  excellent team

4. UNICEF Full cycle campaign includes:  cartoon PSA  radio jingles  print materials: leaflets A4 leaflets A6 postcards with dissemination wobblers for trading net standers for trading net  Support in print media (interview with specialists, advertising articles, etc.)  theater performances

5. UNICEF Constrains  Weak national support to the campaign  Limited coverage in national mass media  Difficulties with PSA placement on air on national TV channels  Poor speaking abilities of specialists – cannot provide information to audience in ‘easy-to-digest’ pattern  Limited budget

6. UNICEF Challenges  target audiences – ALL  lots of messages in one 30-second PSA  to alter boring medical information  gender balance – address not only for housewives but all people: parents and children in general  wide broadcast  WE NEVER PAY FOR BRAODCASTING  make our PSA competetive in comparison with commercials

7. UNICEF IDD campaign: Slogans: Iodized salt – one pinch is enough (video) One pinch of iodized salt – your step to good health (prints) Timeframe: July 2001- September 2003 – active period October 2003 – present – reminder period Aim: to inform public about benefits of iodized salt Concomitant aim: breaking stereotypes

8. UNICEF Prints – leaflets, postcards Iodized family: mother father a child pets

9. UNICEF Prints - wobbler Iodized family: mother father a child pets

10. UNICEF Prints - billboard

11. UNICEF Cartoon PSA

12. UNICEF New IDD Campaigns 2004-2005 (under development) Target audiences: 1 st campaign - Teenagers 2 nd campaign –Families Young mothers

13. UNICEF Teenagers’ Campaign Characters Known-all boy Hercules Pretty girl

14. UNICEF