Since 1988, polio has been eradicated in 99% of the world. Reaching the last 1% relies on health workers in remote and dangerous areas, who often have only short interactions to convince caregivers to vaccinate their children. This is often difficult, as in some parts of the world, health workers are distrusted and misinformation has been spread about the vaccine. 

Working with UNICEF, McCann Global Health reworked the global communications strategy to establish goodwill for health workers and establish vaccination as a social norm. Included in this effort was a rebrand, with a new mark to be used in all polio efforts, free of residual stigma. Partnering with UNICEF and in-country agencies, McCann developed strategies for Afghanistan, Pakistan and Nigeria, and is currently working to implement them though frontline health workers and caregivers.

TLDR: Facing numerous obstacles, the polio vaccination effort in Pakistan, Afghanistan, and Nigeria needed a fresh look and a new strategy.

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The mark is designed to illustrate both a sense of guardianship, and the vaccine itself, which is typically given with two oral drops.

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A comprehensive system of icons was developed to illustrate different ideas present in the polio strategy.

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The strategy created by McCann Global Health informed the creation of a comprehensive, 200-page toolkit for in-country UNICEF communication officers, that addresses polio in countries where it has emerged as a recent outbreak, is endemic, or has recently been eradicated. Since its creation, the toolkit has been disseminated all over the world.

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Client: UNICEF

Agency: McCann Global Health
Creative Direction: John Washburn
Strategy: Briana Ferrigno, Jim Etheridge

Role:
Brand Identity
Layout
Iconography

Issues:
Global Health
Disease Eradication
Education

Countries:
Pakistan
Afghanistan
Nigeria
 


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