The UN peacekeeping mission in Mali’s Conduct and Discipline Team (CDT) required advocacy and outreach work through a communications campaign I helped realise.
Working with a wonderful CDT officer, and with the images of the UN’s in-house photographer, we went through many different concepts and sketches of how to overcome the existing problem that arose from previous communication efforts that had upset the target audience.
It was tricky to get the new wording right because we had to circumvent negative reaction and get a positive message across, while highlighting a serious zero tolerance stance on sexual and other misconduct / breaches in staff behaviour.
I SERVE WITH PRIDE. I LISTEN WITH ENGAGEMENT. I LEAD WITH FAIRNESS. I AID WITH LOYALTY. I ASSIST WITH CARE. I WORK WITH DETERMINATION. WE SERVE WITH RESPECT.
These were the positive and aspirational messages through which we set up our new campaign. They received the green light from the target audience group and the heads of the CDT.
Photos ©Marco Dormino 2014