The project #paporetocovid19 (realtalkcovid19) was the first action born from the operating fronts we have created to mitigate the impact of the pandemic on society (learn about the other actions here).
The first delivery of #galeraquefaz (folks that do) has focused on the Heliópolis community. In a partnership with Unas (Union of Centers and Associations of Heliópolis and Region Residents), one of our squads identified the huge communication noise about the real impact of Covid-19 in the Community, both due to lack of information and, mainly, to the language used by the spokespeople for the Health authorities. The message of the risks and severity of Covid-19 did not get through to most of the residents. Research and agile co-creation processes, social listening, and interviews with Community leaders led us to create the “real talk” initiative #paporetocovid19.
The workgroup responsible for the project, formed by professionals in the fields of creation, service, operations, and finance – with the help of Unas – went deep into the community reality to reach an appropriate solution. They realized that, as Heliópolis is almost the size of a city (with about 200,000 residents), the information about the Coronavirus was not reaching most people or was misunderstood. So, they concluded that the material to be created should not only devise the ideal written and visual language for this audience, but also the ideal communication channels. In this context, they noticed that the social media would be strategic, besides the streets, since a lot of people were staying outdoors. Thus, they conceived the messages that could apply and adapt both to digital media and to printed posters.
The squad dedicated to the project developed several messages with information about the risks, forms of contamination and safe prevention measures, as well as the delivery strategy. Engaging vendor partners, hundreds of posters were produced and hung all over particular spots and places with large circulation of people, chosen by Unas.
The team in charge is going the extra mile, planning a second step, based on the initial learnings. They want to use new forms of high impact communication, such as sound trucks. They are already contacting influential artists from Heliópolis to record audio messages, which can additionally gain more visibility if shared by Whatsapp.
The communication #paporetocovid19 created for Heliopolis can be adapted and reproduced in other communities, reach many people and expand a lot its impact. Do you know any community that needs help sending a simple and clear message about coronavirus prevention? Spread the word, then – share the material with all the community leaders, activists, partner institutions, with everyone you can. Let us join forces! Click on the button below and reuse our real talk: