The session explored the unique assets that the private sector brings to partnerships focused on advocacy.
Copyright UNICEF Chad/2011/Marco Negrete
“Increasing awareness for vaccines – lessons from the private sector” explored the unique assets that the private sector brings to partnerships focused on advocacy.
Moderated by William Roedy, former Chairman and CEO of MTV International and founder of Staying Alive campaign which transformed education around HIV in the United States, the panellists shared the experiences of their own organisations in promoting social issues such as vaccines and human trafficking; but also examined the various factors behind those campaigns’ success.
Throughout the course of the discussion it became clear that while the private sector’s use of innovative technologies, celebrity spokespeople and storytelling were all highly effective, perhaps the most important contribution of these private sector partners was their built in audiences.
While grassroots advocacy campaigns struggle to gain traction and build an audience of engaged advocates, corporations, whether they be media or financial, are able to leverage their existing employee and customer bases.