Creative conceptualization, development, production and implementation of a 360 degrees campaign (traditional and digital media).
Art direction of the campaign, graphic design of digital and outdoor assets, video production (two TV spots and two testimonial videos), radio production (two radio spots) as well as planning and execution of a media tour.
The United Nations Development Programme (UNDP) is a partner of the Global Fund to Fight AIDS, Tuberculosis and Malaria. Under this partnership, UNDP was selected as the lead recipient to manage global fund grant funds.
The project objective is oriented towards support outreach on the importance of preserving access to HIV and TB services and support the information needed to strengthen communities’ knowledge of aspects, such as quality of services, shortages and human rights.
Phoenix Design Aid started the process with an investigation phase based on communication for development guidelines to identify the communication needs and how to approach these.
Using the analysis of the results, we created a traditional media plan and developed a digital strategy. The art direction included the campaign’s creative concept, key visuals, and messages for two phases.
Phoenix Design Aid designed all the social media postcards and outdoor pieces for different platforms, including the backside of the main public transportation of Panama: The Metrobus lines.
The project also involved the production of two television spots with health workers and two testimonial videos with HIV patients. In addition to this, two radios spots were produced. Phoenix Design Aid also negotiated on air spaces with different TV and radio networks and coordinated the media tour with both a team from the Ministry of Health and UNDP representatives.
