BE KIND & EMPATHETIC TO EVERY PERSON ///

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INTRODUCTION

Public health emergencies, such as the outbreak of coronavirus disease 2019 (COVID-19), are stressful times for people and communities. Fear and anxiety about the disease are leading to the community being afraid of, discriminating against, and being hostile towards more vulnerable members of society. 

The purpose of this messaging is to help people focus on facts and come together as a supportive and proactive community through kindness and empathy. A creative addressing this Master Challenge may address one or more of the following 5 topics/stakeholders:

  1. People working on the frontlines
  2. Those who have or may have, are being treated for, or have recovered from COVID-19
  3. People who are facing discrimination for belonging to specific ethnic, religious, or socio-economic communities
  4. Your immediate community (neighbours, colleagues, friends, and family)
  5. Yourself

CREATIVE BRIEF

Make sure your message has a strong emotional and evocative connect with your audience. Keep in mind this is post lockdown period. In a society where there is not enough conversation around Mental Health, and inherent biases can fuel stigma, it is important to draw attention to those in our community who especially need our collective support. For Instance: A nurse working at a local healthcare facility is coming back home, but on her way back faces derisive comments from a neighbour. The other neighbours stop them, celebrate the nurse’s work, and support her family by preparing food for her children.

Use of inclusive, culturally-sensitive  language and less stigmatising terminology in your creative can help inculcate the right behaviours.

TOPIC 1:
PEOPLE WORKING ON THE FRONTLINES

Healthcare workers (including doctors, nurses, ASHA workers, and allied healthcare professionals), sanitation workers, police, volunteers, delivery people, and emergency/essential workers are risking their health to address the challenges of COVID-19.

1. KEY BEHAVIOUR:
MUST HAVE INFORMATION IN YOUR CREATIVE

Do continuously support and encourage all frontline essential workers (and their families)

2. GOOD TO HAVE INFORMATION IN YOUR CREATIVE

Do not discriminate against, abuse, or assault frontline workers.

TOPIC 2:
THOSE WHO HAVE OR MAY HAVE, ARE BEING TREATED FOR, OR HAVE RECOVERED FROM COVID

1. KEY BEHAVIOUR:
MUST HAVE INFORMATION IN YOUR CREATIVE

1.1 Do address those seeking treatment as “people with/recovering from COVID-19”.

1.2 Do not refer to people as “COVID-19 cases/victims/suspects”.

1.3 Do not spread false rumours about, shame, or publicly identify those affected or under quarantine.

2. GOOD TO HAVE INFORMATION IN YOUR CREATIVE

Do share positive stories of those who have recovered from COVID-19.

TOPIC 3:
PEOPLE WHO ARE FACING DISCRIMINATION FOR BELONGING TO SPECIFIC ETHNIC, RELIGIOUS, OR SOCIO-ECONOMIC COMMUNITIES.

1. KEY BEHAVIOUR:
MUST HAVE INFORMATION IN YOUR CREATIVE

1.1 Do be kind to everyone. Everyone is coping with, is anxious about, and implementing preventative measures against the disease within their means and capacity.

1.2 Do refer to the disease as COVID-19 (Coronavirus Disease 2019).

1.3 Do not attach locations or ethnicity to the disease, this is not a “Wuhan Virus”, “Chinese Virus” or “Asian Virus”.

1.4 Do not share media content, or promote the discrimination of people from specific ethnic, religious, socio-economic groups as the reason for spread of COVID-19. This is factually incorrect.

2. GOOD TO HAVE INFORMATION IN YOUR CREATIVE

2.1 Do correct other people’s misguided actions against the disease IRRESPECTIVE of their ethnic, religious, socio-economic background.

2.2 Do not talk about people “transmitting COVID-19”, “infecting others” or “spreading the virus”. This implies intentional transmission and assigns blame. 

TOPIC 4:
YOUR IMMEDIATE COMMUNITY (NEIGHBOURS, COLLEAGUES, FRIENDS AND FAMILY)

1. KEY BEHAVIOUR:
MUST HAVE INFORMATION IN YOUR CREATIVE

1.1 Do help friends and family cope with stress. (call 108 for medical emergencies or the COVID-19 Mental Health Helpline: 080-46110007)

1.2 Do not use negative language, such as ‘the world is going to end’, 'This is a plague', or encourage spread of fear and panic.

2. GOOD TO HAVE INFORMATION IN YOUR CREATIVE

2.1 Do help others, if you can (such as by shopping for groceries, or keeping in touch with those who are alone and/or vulnerable).

2.2 Do be considerate. Everyone copes with anxiety and uncertainty in different ways and everyone is trying their best to live/work/study in lockdown. It is unrealistic to expect people to perform tasks and follow schedules like before.

2.3 Do share correct information about COVID-19, and correct those sharing incorrect information.

2.4 Do talk positively about preventative measures. There are simple steps we can all take to keep our loved ones, the most vulnerable, and ourselves safe.

TOPIC 5:
YOURSELF

1. KEY BEHAVIOUR:
MUST HAVE INFORMATION IN YOUR CREATIVE

1.1 Do take care of your body and mind.

1.2 Do seek proper medical consultation in case of emergency. (call 108 for medical emergencies or the COVID-19 Mental Health Helpline: 080-46110007)

2. GOOD TO HAVE INFORMATION IN YOUR CREATIVE

2.1 Do help others, if you can (such as by shopping for groceries, or keeping in touch with those who are alone and/or vulnerable).

2.2 Do be considerate. Everyone copes with anxiety and uncertainty in different ways and everyone is trying their best to live/work/study in lockdown. It is unrealistic to expect people to perform tasks and follow schedules like before.

2.3 Do share correct information about COVID-19, and correct those sharing incorrect information.

2.4 Do talk positively about preventative measures. There are simple steps we can all take to keep our loved ones, the most vulnerable, and ourselves safe.

ADDITIONAL INFORMATION (FOR ALL ABOVE TOPICS) 

(Depending on the type of content you create, you could include the following details)

  • COVID-19 affects some people more than others.The COVID-19 outbreak affects all segments of the population but is particularly detrimental to vulnerable members of society, including older people, those with pre-existing health conditions, people who may face mental and emotional adversities due to quarantine measures, children and teenagers, and socio-economically vulnerable members of society who are unable to implement preventative measures or access timely health care.

    (Reference Source: https://www.un.org/development/desa/dspd/everyone-included-covid-19.html)

  • Impact of social stigma and misinformation:
    1. Stigmatised groups may be subjected to:
      • Social avoidance or rejection;
      • Denials of healthcare, education, housing or employment;
      • Physical violence.
    2. Social stigma around COVID-19 and prejudices can contribute to a situation where the virus is more likely to spread by:
      • Driving people to hide the illness to avoid discrimination.
      • Preventing people from seeking health care immediately.
      • Discouraging people from adopting scientifically sound health practices.
    3. Stigma affects the emotional or mental health of stigmatised groups and the communities they live in. Stopping stigma is important to making communities and community members resilient.
NOTE:
1. Your creative needs to have the above information implied, clearly shown, or written in the communication
2. Key Behaviour / Must have information: The Key Behaviour message is the message that should be the key highlight of your creative output and that sticks in the minds of your audience for times to come.
3.Good to have information: This is crucial information that your Key Behaviour message can be supported with, making it richer and more impactful.
4. Additional information: Use this information to add more depth to your creative output.