Climate change
Always Ready campaign
Always Ready campaign is the name of the project on Developing & Delivering a Mass Media Campaign on Disaster Risk Reduction and Climate Change Adaption in Nam Dinh and Long An funded by American Red Cross and implemented by Intelligentmedia. This project is a part of the the Vietnam Forests and Deltas Program funded by USAID, implemented by Winrock.
The goal of the Vietnam Forests and Deltas Program is to help accelerate Vietnam’s transition to climate-resilient, low-emission sustainable development. The program was developed to assist the Government of Vietnam (GVN) in moving recently enacted national policies and legislation on CCA and green growth into practice at provincial and local scales.
The Red Cross has focused on working with local people in selected communes in Long An and Nam Dinh provinces to support the development of commune-level action plans through a participatory process, empowering commune members to identify and take action to reduce climate related disaster risks. Always Ready campaign lasted for years.
Key visuals
This is the key visual of Always Ready campaign, funded by American Red Cross, developed by Intelligentmedia. Based on the results of survey on target audiences, the behavior change communication messages and key visuals were developed by Intelligentmedia. These behavior change communication materials engaged with target group and provided necessary knowledge and ability for them to cope with dissaters. The communication objective is to increase readiness/capacity to cope with disasters. Key message is to prepare for disaster, each family should always have life-saving supplies available for use in emergency such as food, water and medicine.
Across Vietnam, people are already noticing changes in climate and the reduced predictability of weather patterns. In particular, in the Red River Delta and the Mekong River Delta, people have noticed more extreme weather events and the increased intensity of them. While some people are already being impacted by these events, others in urban areas are often less aware because these events are happening alongside improvement in urban dwellers living standards and lives. In this mass media campaign, we selected the provinces of Nam Dinh and Long An, two typical localities in the Red River Delta and Mekong Delta areas that annually suffer the most severe consequences of the natural disasters and climate change.
This is the other key visual of Always Ready campaign funded by American Red Cross developed by Intelligentmedia. These behavior change communication materials engaged with target group and provided necessary knowledge and ability for them to cope with dissaters. The communication objective is to increase the awareness of the importance of community map. The key message is that in case of an emergency, knowing the rescue route in your community increases your chance to stay safer.
Logo of Always Ready campaign
Based on the real situation of local provinces, the concept aims to increase the readiness of local people for coping with disasters. Using close and easy-to-understand images, it brings the disaster situation more real which are very practical and close for the people to understand that disasters are happening, it is not a distant concept, but an apparent, immediate with direct impact to human life. Therefore everybody needs to be ready to cope with disasters.
The logo image is developed using the symbol of a hand. 2 thumb and forefinger together to form a circle as the letter O in the word OK in English, symbolizing the readiness to deal with disasters.
The logo text is Always Ready which is clear, easy to read & easy to understand. The logo color uses orange and red to increase the easy recognition & high visibility for viewer. The tagline is developed with rhythm so that it is easy to remember and high call to action.
Pretesting the key visuals
The key visuals of Always Ready campaign were pretested before the campaign being implemented to ensure campaign materials achieve their objectives while incorporating target audience’s perspectives, preferences and needs, concepts were pretested against criteria associated with persuasion, such as New Information, Relevance, Comprehension, Acceptability and Enjoyment. In this mass media campaign, we have selected the provinces of Nam Dinh and Long An, two typical localities in the Red River Delta and Mekong Delta areas that annually suffer the most severe consequences of the natural disasters and climate change.
Key visual placement
Many years after the project ended, a wall calendar with the key visual of Always Ready campaign is still solemnly hung on the wall of a farmer’s house in Nam Dinh province where the project was implemented.
