The pandemic was now at its height across the globe and research in Kenya had shown that the highest rates of infection and risk for continued spread was primarily in Nairobi County, Mombasa County (coastal region) the lake region surrounding Kisumu and the Mount Kenya region. To that end, both radio and broadcast TV in vernacular languages were employed as a way to speak more directly to the people of those regions, instead of national languages (English & Swahili). Where Mombasa could be impacted with Swahili and Nairobi in English – it was the other regions that could benefit from messages in the “mother tongue” to drive home the importance of Covid-19 interventions.
Two campaigns around the world found their way to Kenya, Unilever’s Mums Magic Hands and The Password. Project HAND UP was tasked to incorporate both campaigns into each of the media assets.
Each media asset was to cover one main concept; either hand washing, mask wearing or physical distance – while also incorporating a translated version of the international catch phrase. The communication theme and style, meanwhile, was to use the nurturing aspect of a proud mother to encourage families to be healthy and strong.