WE LIKE GOOD VIBES

CONCEPT
WASH FIRST
COMMS This document is meant as a concept note;
taking this as the foundation, the production, execution and
implementation will be based on this.

GOOD
TO KNOW
Along the way certain choices have been made. Please nd enclosed,
as part of this concept note:
> framework comms
> what sparked us?

1.
CONCEPT
THOUGHT
Re ecting on Covid-19, it was all about protection. Protect yourself, protect each other,
protect freedom and space. Washing your hands, keeping distance, facemarks etc.

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Despite we all were hit by this pandemic, it also has shown how we as humans can change
our mindset [omdenken] and adept. Be resilient. Not only in your own town or country. All
over the world. From the slums of Nairobi to the health care centres in West Nusa Tengara.

Everywhere, people stood up for the well being of others. The little deaf girl who informed
her school friends by her drawings. Or the local government of cer in charge of water in his
district. They snapped into action. For their communities. To protect others and
themselves.

WASH First is all about these people. The doers. The go-getters. We call them: the
guardians.

Together with them, you - as consortium - stood up for taking your responsibility. Out of
solidarity. Like Minister Kaag said: “We are as healthy as the most vulnerable of our society.
No matter in which country they live”

Together you have shown that despite the circumstances you can take action. And make
difference. Because ‘ doing nothing was not an option’. Now more than ever.

For WASH First communications, a portrait series of these guardians is at the centre. Where
we speci cally want to zoom in on their personal experience:

How do they look back on covid, and 2020? What did they took action? How does that
make them feel? What made an impact? And what do they take out of it?

And what is their message about the importance to keep investing in water and sanitation?

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2.
LOOK
AND FEEL
In this pandemic, without vaccination, prevention is the cure. Protect yourself, each other
and the freedom. The circumstances couldn’t be more different. Still many people stoop up
for taking responsibility. Making sure no one was left behind. The guardians.

And thinking of the ‘zeitgeist’, the face mask is de nitely the most remarkable. That iconic
image of covid-19. To protect others. As a symbolic shield. It made the invisible (the virus)
tangible. A certain stillness got over you when wearing it. Being on your own, hidden behind
your mask. And it made us aware how little we could see of each other.

And also the relieve you felt when you could take it of… feeling free.
Seeing each other. Again.

Disarming [endearing]. The person behind the facemask.

It reminded us of another production in a factory in Peru. Where people - in full protection -

took of their facemask in front of the camera. That moment.

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Simultaneously, it made us think how we were all ‘boxed in’. As if you are looking at a
massive at - with all kind of apartments. Different families. Different rooms. Different lives.

Hence we came to this concept.

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Creating a sense
… of stillness. Due to simplicity, crisp and clear images.
…of being boxed in. Hence the square format. Like a at, where each has his/her own
appartement, his/her own story
… of diversity. You are drawn into the persons. Each showing their identity and uniqueness.
Their choice of face mask.

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Production
The (audio) visuals make or break the concept. Creating the impact we are looking for.
Hence, we go for the highest quality standards in these times. High end fashion imagery.
Moving far away from any NGO communications. Crisp sound and clear images. Studio
based.

Bringing back to the essence. Enhancing the diversity. Humanity.

3.
STORYLINES
Video snippets
Each video snippet is 30-40seconds.

Where you see the person, head/shoulder frame. Taking of their mask, standing still,
looking into the camera. Meanwhile you hear her/his voice.

Introducing him/herself. What covid-19 did to them as a person? How they look back? And
what they have a message to you…

“Hi, my name is Shannon. I think what I have learnt most during this lockdown is that
slowing down doesn’t always mean you’re losing or that things have to stay still.

Sometimes slowing down is actually taking time to reboot yourself or change your life…
Now I know myself so much better than I knew myself before the lockdown…I would love if
all girls could take a moment to talk to themselves, learn about themselves…”

Simple. Strong. Clear.

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Personal stories (300-400 words)

The storyline for the personal stories are all geared at how do they look back on covid-19,
and 2020.

What made them decide to take action? How does that make them feel? What made an
impact on them? What do they take out of it? And what is their message about the
importance to keep investing in water and sanitation?

True, insightful personal re ections. Not about how and what they have done, but why they
did what they did. And how they feel about it.

Real people. Being human.

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Facts and gures

Interesting - personal - facts and gures of impact. With a touch of humor, keeping it
someway light and fun. Putting in perspective how bizar the year has been - for all of us.
Leaving you with a ‘oh, yes, indeed…’ and a smile.

From the amount of messages on whatsapp to get things done. Or the thousands of
lea ets printed. The hundreds of facemarks shared in the local health centre. To name a few
examples.

FRAMEWORK
COMMS
Goal
1. Showcase the programme // how you have taken your responsibility, feeling of
solidarity.
2. Encourage your main target audience // keep investing in water, sanitation and hygiene.
3. Share // celebrate the people you have worked with, the stories behind the outputs
Together you made a difference.

Audience
1. Ministry of Foreign Affairs // feeling a sense of pride [ guurlijke schouderklopje]. “We
made the right choice. Together, we made a difference.”

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2. WASH and development sector // being inspired, and feeling encouraged. “Things are
possible, despite the circumstances.”
3. The ‘more woke’ Dutch public // giving them an insight, what is happening outside the
Netherlands. Feeling connected to others, like them, who stood up and took action.

Message(s)
• Prevention is the best cure. And safe water, clean toilets and good hygiene are the key. For
everyone.
• Water, sanitation and hygiene must be for all - inclusive and sustainable. We must not
wait. Let this pandemic be an opportunity [a lesson] to build back a more equal world.
• And in case this happens again, we are prepared… :)

Main take away(s)

• Information is power. Knowledge leads to action, changes attitudes and behaviour.
• Trust and collaboration. Together with local partners, CSOs, governments and citizens.
• Health. We are as healthy as the most vulnerable in our society.
• Leave no one behind. We should cater for all kind of vulnerabilities - with tailor made
solutions.

Emotion
Proud - We did this. Together.
Uplifting - We as humans are resilient. Can change mindsets [omdenken], adapt and make
things happen. Despite the circumstances.
Moving - In a positive, emotional way, but also encourage your audience keep moving
forward.

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Different levels of communication

For WASH First comms, we advise to work with different levels of communication. What we
mean by that? In each level we provide a certain amount of information, insights and input.
Not aiming for to put everything all at once, in one level, but trickle it down. Like a funnel.

First level - concept

Look and feel, main message(s), emotion. Think of the overview, shown earlier.
Online, you can hover over and see short small video snippets. These same snippets can be
used as teasers for social media. Getting the programme the attention it deserves.

Second level - personal stories

Thinking of online presence, with one click you can dive into the portrait. Reading her/his
personal stories. Combined with facts and gures. For the print, a book, after two full page
photo portraits, you can read more… Both in a clean lay-out with editorial/magazine feel to
it.

Third level - consortium partner’s websites

Here is where the more technical matter can be shared. As how and what you have done,
why each partner played their role. Thinking of your expertise, outputs and results.

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WHAT
SPARKED US?
“We are as healthy as the most vulnerable of our society.
No matter in which country they live.”

People // proud, inclusion, most vulnerable

Solidarity // responsibility, doing nothing is not an option
Prevention // the cure, WASH is essential
Stories behind the outputs // act, adopt, resilient

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