How do we create a theme that would align individual country efforts on the issue, and develop a design that would resonate with global audiences?
Our team analyzed some of the flagship publications of UNCCD to identify common messages and priority areas. We also reviewed the themes of past Desertification and Drought days to identify success measures, and build on previous campaigns. We determined that we needed a theme that conveyed optimism and hope, and for the key message to be conveyed in a non-technical way.
Our final proposed theme focused on drought resilience and collective action: “Rising from drought together”, in Spanish, “Superando Juntos las Sequías”, or in French, “Tous Ensemble pour Vaincre la Sécheresse”.
The optimistic and collaborative spirit of the theme was then reflected through a logo and variety of graphic assets that could fit the diverse communication needs of countries, including posters, banners, social media graphics, animations, and postcards in different languages that focused on drought resilience. We also developed an accompanying visual identity manual so countries could standardize use of these materials.
The theme as well as the graphic assets were used in the lead up, during, and after Desertification and Drought Day not only in Spain, the host country of the activities that year, but all over the world.
The theme was used in various speeches from high-level staff from UNCCD, as well as political officers of various governments to raise awareness about the importance of taking action to be more drought resilience.