Many nonprofit and association event planners are expected to identify some creative ways to generate and mobilize local enthusiasm for their cause. And regardless of the message, many creative tactics may be used to reinforce those objectives and gain visibility. Perhaps one of the best ways to do this is by creating cause media events.
For example, the UN General Assembly designated 2008 as the International Year of Sanitation. They have previously established a Global Handwashing Day to help educate and encourage people to use soap in order to prevent a tragic number of childhood deaths each year due to disease (3.5 million!).
To encourage the message, The World Health Organization (WHO) is identifying 20 countries across five continents to join hands to encourage the first-ever Global Handwashing Day on October 15, 2008.
1. Identify a Launch Event.
The World Health Organization (WHO) recommended participants organize a half-day kickoff event to the day itself or the week of activities. A launch event helps increase awareness and provides focus to the cause and goals themselves.
For example, in support of the first Global Hand Washing Day, WHO suggests identifying planned activities and discussions with school children and teachers, celebrities, local officials, community groups, religious leaders, business, media and other. Their goal: increase awareness about the basics of using soap, proper washing techniques and its health benefits.
2. Create Event Competitions.
To support the cause objectives, WHO suggests creating actual hand washing stations for each of the participants based on interest. For example, there could be separate categories: for technical high school students, for engineers and engineering firms, for art and design students, for teachers, etc.
WHO also recommended the idea of creating a photo contest of images of people hand washing with soap as a good awareness-raising technique.
WHO also suggests a variety of educational games and activities to reinforce the message. For example, children may compete and make up hand washing songs. They may also participate in relay races or create posters to illustrate the benefits of hand washing. Older children can use this as an opportunity to create essay contests, plays, etc.
3. Create Winning Tickets and Prizes.
To increase awareness, WHO recommends approaching a local soap company and asking them to insert winning tickets that may be redeemed for a prize on the Global Hand Washing Day. Of course, promotional prizes should be cause related, and reinforce the hygiene message.
In past educational programs, WHO has created items like badges, t-shirts, branded-poly bags and soap. Local communities and organizers should be encouraged to create their own event prizes and promotional gifts.
4. Encourage corporate sponsorships.
Incentive such as winning tickets and prizes are related to another event element that many planners understand: corporate sponsorships. WHO advises that leveraging local resources such as local soap companies, hotels, restaurants and other firms serve as sponsors for the hand washing day activities.
5. Create an event planners guide.
Many causes will create media and cause events to elevate their message, hosting a variety of meetings and events across many different markets. To ensure consistency, event organizers create a planners guide to provide local organizers with the tools and resources to execute such programs.
These guides will share important items, including key messages, event recommendations, key contacts, press releases, program/event agenda and more. WHO developed a Global Handwashing Day Planners Guide.
6. Hold small community events everywhere.
In previous years, as part of the community strategy to promoting hand washing, public-private partnerships have hired event management firms to execute educational events.
For example, in Ghana from 2004-2006, an event management firm was hired to visit two districts per region in six regions to conduct 128 high-impact events in schools to reach 103,313 school children, 2,930 teachers, 926 food vendors and 132 events in health centers and communities for 11,500 mothers.
