Campaign Tiles - NO PATENT IN A PANDEMIC

CAMPAIGN PITCH

Concept

The message for this campaign is about global access and production of COVID vaccine, especially in developing countries where mass production is urgently needed. The campaign's main purpose was to appeal to key media formers in Australia to take action on TRIPS to waive, Covid patent and recognize the problems that would arise if Australia persisted with the COVID patent.

Target audience

Key Opinion Formers in Australia: media, government, NGOs, academics.

How has your understanding of the Instagram platform informed design choices?

In my understanding of Instagram, it tends to be more of a platform for people to socialize and share their lives. According to the latest survey data, 18-34 years old are the primary age group to use Instagram, so most Instagram users are relatively young (Tankovska, 2021). However, critical opinion formers are the ones who need to understand and pay attention to this issue most. Because they are the ones who can really deal with the situation and make the critical decisions.

Combined with the above points, it also means that the target audiences, key opinion formers such as government departments, professionals, may can't get specific information about this campaign effectively through Instagram. For them, as an essential representative group, they usually tend to use Twitter to obtain and publish relevant official information. In order to achieve the campaign's goal, people who care about and are interested in pandemic and vaccines on Instagram can be seen as indirect target audiences. Through the campaign's publicity, more people can join MSF's campaign together and parade, propose and even put pressure on the key opinion former.

Making the public aware of the seriousness of the pandemic and the importance of vaccine played a very influential role in changing the decision of the Western countries. In addition to most individual users, many media will pay attention to important posts of hot topics/hashtag on Instagram. Influential organizations like MSF can draw attention to some media.

What was informed design choices?

The campaign tiles previously published on MSF's Instagram, the published MSF magazine, and the news medium on MSF's official website all my primary design inspiration sources. Especially those Instagram tiles that have already been posted. Design elements such as text and pictures with "CTA" in tiles are simple and powerful. When people browse Instagram, they can quickly get important information and arouse their attention and resonance at the same time. Therefore, such call-to-action campaign tiles must be able to get the most critical information at a glance and catch people's attention.

It can be seen from the majority of Instagram posts published by MSF in the past that MSF usually uses photos or illustrations with stories and appeal as the pictures of the campaign. They also use informative but straightforward vector graphics with short slogans, also some helpful data graphics to convey the main idea.

Adding a CTA to an Instagram post is important, as it's a great way to motivate followers to interact with the account in the comment section and spend more time looking at Campaign posts.One of the most famous examples of success and increased attention on Instagram is the addition of the "trending Instagram hashtag" (Chacon, 2019). Tags help the campaign get more views and engagement. So it's very important to put the right tags in the right places.

Through my research and observation, on the main page of Instagram, the pictures and photos that people post actually occupy a very large area. Even on the "Story" page, the page is mainly a picture display. So the picture and photos are the most attractive point in Instagram. When people look at Instagram, the focus or the first glance is the content of the picture. This also means that besides understandable and straightforward information, the design of the designed tiles needs to be unique, which can arouse people's curiosity and interest immediately. Therefore, the main focus of my designed tiles is simple and creative visual communication style.

TILE 1 - No one is safe until everyone is safe! (Kumar, 2021)

TILE 2 - More than 85 poor countries will not have widespread access to covid vaccines before 2030...(The Economist, 2021)

TILE 3 - Should the TRIPS waiver be agreed, countries ... at lower prices... (MSF, 2020) Australia governement does not support a ... and other medical products. (Kumar, 2021)

TILE 4 - which side of history the AUS government want to be on when the books on this pandemic are written? (MSF, 2020)

Although the current COVID-19 has been alleviated with the active cooperation of all parties. However, vaccine inequality, patents prolonged the pandemic. "No one is safe until everyone is safe (Kumar, 2021)." Before the TRIPS waive was signed, this wasn't a victory. Australia, which has already developed and obtained a vaccine, needs to do more than only share some COVID-19 vaccine but support TRIPS exemption. For our own sake, for the communities and our common home, we should all work together to end this pandemic ASAP. Join us and help Australia get on the right side of this pandemic history!

Reference

Chacon, B. (2019, September 13). 5 things to know about the Instagram Algorithm. Retrieved May 28, 2021, from https://later.com/blog/ instagram-algorithm/

The Economist. (2021, February 19). More than 85 poor countries will not have widespread access to coronavirus vaccines before 2023. Retrieved May 20, 2021, from https://www.eiu.com/n/85-poor-countries-will-not-have-access-to-coronavirus-vaccines/

Kumar, A. (2021, May 02). Devastating images from India show Australia is on the wrong side of deadly global fight. Retrieved May 25, 2021, from https://www.abc.net.au/news/2021-05-02/india-coronavirus-outbreak-vaccine-trips-waiver/100107824

MSF. (2020, May 20). No patents, no monopolies in a pandemic. Retrieved May 24, 2021, from https://msfaccess.org/no-patents-no-monopolies-pandemic

MSF. (2021, March 9). Countries obstructing Covid-19 patent WAIVER must allow negotiations: MSF. Retrieved May 24, 2021, from https:// www.msf.org/countries-obstructing-covid-19-patent-waiver-must-allow-negotiations

Tankovska, H. (2021, February 08). Instagram: Age and gender demographics. Retrieved May 26, 2021, from https://www.statista.com/ statistics/ 248769/age-distribution-of-worldwide-instagram-users/