THE COMMENDED PROGRAM

Ogilvy companies have contributed their core competencies in marketing and communications toward two major public education collaborations-GBC's China HIV/AIDS Media Partnership (CHAMP) and the Russia Media Partnership (RMP).

Ogilvy brought to these partnerships the special ability to use audience-focused research to gain insight into the knowledge, attitudes, practices and information needs of target demographics. With this critical information, Ogilvy was able to inform the development of public service announcements (PSAs) and advertisements whose messages resonated with the various audiences.

The RMP PSAs, which were produced and aired by a consortium of more than 50 Russian media companies, were viewed by an astounding 85 percent of the nation's population. CHAMP's PSAs, which are designed to raise awareness of HIV and reduce stigma against people living with HIV among those aged 15-24 and 25-49, were launched in November 2008 and have already reached nearly 700 million people across China.

CRITICAL SUCCESS FACTORS

Applying Core Competence to Collective Actions
Both CHAMP and RMP are cross-sector media collaborations, bringing together multiple companies, government agencies and other stakeholders to achieve focused objectives. By contributing its core communications competence to this partnership, Ogilvy significantly enhanced the resonance and reach of these campaigns.

Effective Market Research
In China, Ogilvy PR's technical assistance in executing a comprehensive consumer market survey, in partnership with Renmin University and GBC, formed the basis of the CHAMP strategy. The survey captured data on the knowledge, attitudes, behaviors and practices of more than 6,000 respondents in six major Chinese cities and included oversamples of migrant workers who live at elevated risk of HIV infection. Similar collaborative support was provided to baseline market research efforts at the outset of RMP.