Fulcrum's Communication Strategy

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Diversity & Dignity for All NGO FULCRUM UA

Communications strategy 2018–2021

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Communications strategy

Introduction External communications are signiďŹ cant to the theory of change. This is how we change minds and ďŹ ght for diversity and dignity for all (regardless of HIV status, sexual orientation, gender identity, sex and disability)

This strategy is not just for our communication teams, it is for anyone at Fulcrum UA who wants to ensure that everyone in Ukraine has all the opportunities and advantages that exist in open and tolerant societies where diversity and dignity are perceived as a value.

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Strategic Directions of Our Work

1. EQ UAL ITY

3 . A L L IE S

Counteracting discrimination, namely in the spheres of employment, education and medicine.

Engaging non-LGBT community to upholding human rights.

2. HEALTH

4. S U STA IN A BIL IT Y

Counteracting the spread of HIV, hepatitis B and C and other infections among LGBT+ and MSM, expanding access to friendly governmental and private medical services and psychological support.

Developing the institutional capacity of the organization, partnerships and strengthening of LGBT+ movement in Ukraine.

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Communications strategy

Our Strategy will do this in Number Ways It will: Broaden popular support for dignity and diversity Develop an active base of supporters ready to mobilise Build engagement with the Fulcrum’s brands Help generate more money through fundraising from business, allies, members of LGBT+ community

We will become: More systematic-focused More integrated More audience-centred with measurable outcomes More visible in the media

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Strategic communication messages

WE ARE NOT ONLY HIV-SERVICE. Are you ready?

NO SPACE FOR DISCRIMINATION at: universities, schools, medical centers

DIVERSITY FOR ALL. All including LGBT+ people and persons living with HIV

PROTECTION OF RIGHTS OF LGBT+ PEOPLE — is the GUARANTEE for your rights

DIVERSITY at workplace: profitable way for your business

Teenagers — YOU ARE NOT alone

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N G O FULCRUM UA | Communications strategy

Principles of an effective communication strategy to prevent HIV/AIDS We use accurate, complete and current information Public health professionals, policymakers and HIV prevention practitioners designing communication strategies must recognise information needs by providing scientifically accurate and current messages.

One of the major challenges of our health communication is to provide enough information to enable the audience to follow the logic of the recommendations, while at the same time not losing those members of the audience that have a lower level of health literacy.

The content of prevention Health communicators should therefore supply evidence-based, accurate information to avoid misconceptions and erroneous conclusions. Target groups will require detailed and differentiated information about the relative risk of their sexual behaviour.

Ideally, the messages should be based on well-­ established evidence and/or expert consensus. However, prevention messages need to be updated regularly

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to remain current and perceived as pertinent. Fulcrum’s communication teams should acknowledge unresolved questions, take a clear stance on scientific and public health issues, and lead a balanced debate.

If needed, communication messages can direct recipients to reliable sources for further information.

The internet can be an important tool for communication campaigns. However, just like other population subgroups, target groups can fall prey to wrong information, and efforts should be made to direct target groups to reliable and endorsed websites that present accurate information in a more convincing format.

We build trust between the recipient and the sender A successful health communication message relies heavily on the trust between recipient and sender, whether an individual, an organisation or a public authority. Consequently, it is important that the message is accurate and up to date.

Firstly, the communication product should state than Fulcrum is responsible for the content and distribution of the message. Contact details of the our organization should be provided so that recipients are able to ask questions, offer feedback or lodge a formal complaint.

Secondly, Fulcrum should show a commitment to the health and wellbeing of MSM, bisexual men and transgender persons in order to be seen as authentic, especially if the messages are challenging and provocative.

For example, a message that expresses a critical stance towards an activity such as sexualised drug use – which is culturally accepted among many MSM – may be accepted if it comes from ‘inside’ the group, but rejected if it comes from the outside. Building a relationship and trust will bring the sender closer to the ‘inside’ and avoid appearing pushy or judgemental.

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Communications strategy

We promote self-respect and empowerment Fulcrum’s communication strategies should be designed in a way that leads to an increase in the target group’s knowledge so they can protect and improve their sexual health. In this context, the concept of ‘shared values’ is essential: everyone is simultaneously and equally responsible for protecting yourself and their sexual partners’ health.

Equal responsibility implies that all partners who participate in a sexual encounter are jointly accountable for being aware of their HIV status, initiate negotiations about safer sex, and protect their own sexual health.

This concept relies on MSM, bisexual men and transgender persons taking charge of prevention actions collectively and individually, with the goal to empower community networks and tackle stigmatisation and discrimination.

Supporting sexual expression and sexual health means addressing topics such as internalised homonegativity, sexual and social networks, drug and alcohol use and their causes within the wider social context. Considerate, thoughtful and authentic

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support based on respect, integrity and collaboration holds the most potential for successful communication.

Fulcrum’s communication strategy can contribute actively to empowerment and promoting self-respect by developing shared objectives that include both sexuality-aďŹƒrming and health-related objectives. However, communication should not be based on assumptions that all MSM feel able to act on the information and advice they receive. In some circumstances, communication may need to be primarily directed at politicians, health service providers and the general population to create an enabling environment.

We use acceptable to all language and imagery There is empirical evidence from the field of communication science indicating the importance of using simple and acceptable language, combined with appropriate and engaging imagery to effectively reach the target audience.

When communicating HIV and STI prevention messages to target groups, the best way to identify the most appropriate language and imagery is to collect information directly from MSM, for example through advisory committees, focus groups or campaign pretests. Towards the end of a campaign, targets groups participation can facilitate data collection and campaign evaluation.

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N G O FULCRUM UA | Communications strategy

HIV/AIDS prevention messages For community: HIV testing makes us stronger!

PrEP – your new way of protection Governmental services can be of good quality. Use it!

For business ang governmental partners: We will involve LGBT+ community to your service together.

Trust us and be ready to change!

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Diversity at Workplace Messages For business and governmental partners:

Creating OPPORTUNITIES! DIVERSITY at workplace – must-have for your business Join the progressive companies

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Communications strategy

Key Indicators Growth audience 20% each year Mo re SUBCRIBERS:

1124 800

Mo re U S E R S:

Corporate Equality Index mailing list

cei.org.ua

4959

2387

Fulcrum page

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57 157

313 367

179 054

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Mo re FO L LOW E R S :

International mailing list

27 562

4439

8992

150

FriendlyDoctor mailing list

9205

18 646

262

4500

500

The Organization’s mailing list

7871

875

friendlydoctor.org.ua

2635 1371

FriendlyDoctor page

lgbt.org.ua

9176 4425

LGBT portal

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Annual budget 370 thousands persons will be covered

$475

$350 Fee for photographer

Focus groups or PR-agency consultation

$475 Other expeses

$385 Fee for designer

$8,300 PR and communications manager

$2,923 Online

$4,462

$5,900

Offline (social ads)

SMM manager and contenter

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Communications strategy

Contacts

www.t-o.org.ua office@t-o.org.ua www.facebook.com/fulcrumua www.instagram.com/fulcrumua

Our projects:

Ukraine Corporate Equality Index cei.org.ua/en

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FriendlyDoctor.org www.friendlydoctor.org/en

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Thank you!

For us it has become more than a communications strategy.

At first, many didn’t understand why we were doing a ‘communications strategy’, but when they had read it they said they realised why.

Now our team says:

This is not a communications strategy.

It’s the part of organisational strategy.”

The strategy is developed under support of Positive action program funded by VIIV Healthcare

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