MEETING OF OIE REGIONAL AND SUB-REGIONAL REPRESENTATIONS COMMUNICATION AT THE OIE Mrs Maria Zampaglione Head of OIE Communication Unit
THE TEAM Maria Zampaglione, Head Glaïeul Mamaghani, Deputy Head Julie Strat, Project officer Stéphanie Meslin, Graphic designer 2
THE TEAM Maria Julie Stéphanie Glaïeul 3
OUTLINE 1. Vet2011 2. Rinderpest eradication 3. Standards 4. Capacity building 5. New products 6. Issues 4
1. Vet2011 5
World Veterinary Year 2011 A key date to convey strong messages Seize the opportunity Use the 250th anniversary of the creation of the veterinary profession to increase public awareness on the essential role of veterinarians in society. Ally with the right partners The VET2011 Committee. A specific MoU between the European Commission and the OIE.
World Veterinary Year 2011 Action plan (1/5) Design a proper visual identity Define 6 key themes Slogan: Vets in your daily life Logo Banner displayed at OIE headquarters and at 79 th GS
World Veterinary Year 2011 Action plan (2/5) Develop informative leaflets Aim: Explain to the general public the diversity of the veterinary profession. Six priority themes: animal husbandry, crisis management, food safety, food security, zoonoses and pets. Produce targeted informational clips Available in 23 EU languages. 3,000 DVDs produced.
World Veterinary Year 2011 Action plan (3/5) Identify the best broadcast channels Identify strategies for the broadcasting of the videos, on websites and social media. OIE website YouTube
World Veterinary Year 2011 Attend major events Action plan (4/5) International Grüne Woche (Berlin) and Salon de l Agriculture (Paris) are the two biggest European animals and food fair-trades events. A great opportunity to give the campaign real visibility. Interactive wall and quizzes were conceived both to be educational and entertaining. Almost 30,000 people crowded around the OIE/EC stand in Berlin and 50,000 in Paris.
World Veterinary Year 2011 Action plan (5/5) Involve the general public through a photo competition A web-based photographic competition on the theme of Vets in your daily life. A website dedicated to that competition was produced and allowed participants to upload their photos in different file formats. Five winners from five different regions have been awarded both at the EU Vet Week in Brussels and the OIE General Session in Paris. OIE decided to honour a sixth winner by creating a special OIE prize.
World Veterinary Year 2011 Photo competition 2 500 entries, about 500 photographs submitted per region: Middle East Americas Africa Asia and Pacific Overall winner Europe
World Veterinary Year 2011 The closing High visibility for the OIE at the 30 th Congress in Cape Town World Veterinary
2. Rinderpest eradication 14
Informing and explaining 15
Telling the story On YouTube: Rinderpest ceremony Animation On Flickr: 79 th General Session photo album 16
English - Reuters - Sky News - SBS - CNBC - Canadian Cattleman - Business Day NZ - News Daily - The US Daily - The Post Chronicle - News 24 - Asia One - Business Daily Africa - Radio USA - Nigeria Best Business Directory - The Gulf Times - In2 East Africa - BVA MEDIA COVERAGE French - Afp - Orange - Agrapresse - Google actualités - France 24 - Voilà - L Express - Le Monde - Le Nouvel Obs - Les Echos - La Croix - Libération - Yahoo - TV5 - Le Figaro - 20 minutes Spanish - Rfi es - Yahoo - Efe - La Voz de Asturias - ADN - Radio Habana - Telecinco - Hoy - Ultima hora - El Colombiano - El mundo - Orange - Union radio - Que! - El Pais German - Stern - Afp de - Nachrichten de - Yahoo - RTL Luxemburg - RP online - Main Netz - Aho Grosstiere 17
Marking the date 18
Sharing OIE history FAO s 37th Conference June 28 th 2011 19
3. Standards 20
Achieving change through standards MAY 2011: Adoption of OIE standards on communication The full integration of communication into the OIE Code will be the effective mechanism to create the necessary incentive for countries, ministries to incorporate communication strategies within animal health policies. 21
Achieving change through standards Chapter 3.3 of the OIE Terrestrial Animal Health Code General considerations Communication is recognised as a discipline within the VS Communication should be an integral part of all the activities of the Veterinary Services including animal health, animal welfare, veterinary public health and veterinary medecine. Provide guidance for the development of a communication system, strategic and operational communication plans and elements to assess their quality. 22
4. Capacity building 23
Achieving change through capacity building 5 Communication seminars: 2007: Buenos Aires, Argentina 2008: Bangkok, Thailand 2009: Gaborone, Botswana 2010: Muscat, Oman 2010: Rabat, Morocco 24
National OIE Focal Points Terms of reference established to: Act as a focal point with OIE on matters relevant to communication Prepare comments for the Delegate including on new or revised standards, guidelines or recommendations relating to communication Establish a network of relevant communication experts within the country/region or to communicate with existing networks AVAILABLE IN THREE LANGUAGES ON THE EXTRANET 25
National OIE Focal Points To date 109 countries have nominated OIE national focal points for Communication First seminar for FP in Prague, Czech Republic in September 2011 Next to come: Americas, March 2012 Middle East, October 2012 26
5. New work 27
Web portals For the media 79 th General Session Rinderpest One Health Antimicrobial resistance World Veterinary Day International Conferences Webcastings Ad hoc fact sheets 28
Web optimisation 29
Other tools Productions Disease card on glanders, rinderpest Fact sheet on bioterrorism Online photo gallery Logos In the making Annual report 2011 Did you know that? Fact sheets PVS Q&A 30
6. Issues 31
What is a brand? P. Kotler and K. Keller 2009 A product or service whose dimensions differentiate it in some way from other ( ) similar products or services. 32
A BRAND NEEDS Logo Graphic chart Slogan Spokespeople 33
PVS GRAPHIC CHART 1 34
PVS GRAPHIC CHART 2 35
PVS GRAPHIC CHART 3 36
PVS GRAPHIC CHART 4 37
- Why? - What? Internal communication? Which solutions for the time being? - RSS feed = Really Simple Syndication Already in place for press releases and animal health information Multiply its use and regulate it 38
Websites - No outdated information - Accurate language - Clear structure 39
Thank you for your attention Organisation mondiale de la santé animale World Organisation for Animal Health Organización Mundial de Sanidad Animal 12 rue de Prony, 75017 Paris, France - www.oie.int oie@oie.int