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Our Work

Intent is nothing without action. Below, learn more about some of our impactful programming.

Using sport to change behaviors during a crisis 

The largest outbreak of Ebola in history began in 2014, causing more than 11,000 deaths and infecting more than 28,000 people to date. With misinformation fueling transmission, a communication platform, delivered by trusted messengers, was critical to dispel rumors and quell fears.

APPROACH

  • By leveraging the celebrity of trusted global stars with roots in the affected region, including British actor Idris Elba, soccer legends Yaya Touré, Patrick Vieira, Fabrice Muamba, Kei Kamara, Carlton Cole and Andros Townsend, Africa United developed an internationally broadcasted video called “I’m No Hero” with the simple message of trusting healthcare workers; campaign radio spots and a series of billboards, posters, SMS images, soccer cards and notebooks were also disseminated across the region
  • Due to the evolving nature of the crisis, Africa United worked with the Centers for Disease Control and Prevention (CDC) in Sierra Leone, Guinea and Liberia and local authorities to continually update messaging and materials to reflect the specific needs of each region and distributed materials via partner organizations united by a neutral brand

IMPACT

  • “I’m No Hero” premiered at the 2015 Africa Cup of Nations Official Draw in Equatorial Guinea and aired during subsequent tournaments, captivating a pan-African audience during the height of the outbreak
  • Aid agencies including IsraAid, UNICEF and CDC adopted the video for field use to motivate contact tracers and healthcare workers
  • More than 100,000 print assets including posters, notebooks and soccer cards bearing images of popular stars and critical Ebola messages were distributed among children and community members in the hardest to reach areas of Sierra Leone, Guinea and Liberia
  • Billboards were erected across hotspot areas in Guinea and Sierra Leone addressing safe burial practices, Ebola survivorship and more
  • Campaign reached more than 300 million people with life-saving Ebola prevention messages
  • Africa United was named a finalist for the Cannes Lions, Lions Health 2015, Health and Wellness Award, received a 2015 Silver CLIO Healthcare Award and was named a PRWeek 2016 Awards Finalist for Global Campaign of the Year

Leveraging soccer to shrink the malaria map

Although malaria is preventable and treatable, the disease still kills one child in Africa every 60 seconds. Sustained commitment and coordinated action is critical to maintain gains made against the disease.
 
APPROACH
  • Africans of every age, and in every country, love soccer. Recognizing the popularity and reach of this platform, the Bill & Melinda Gates Foundation worked with KYNE, the Roll Back Malaria Partnership (RBM) and a number of public and private partners to unite under a neutral, popular and recognizable brand that leveraged the sport to raise broad awareness about malaria and encourage Africans to protect themselves from the disease
  • With a suite of effective programs and tools, including radio and television public service announcements (PSAs), United Against Malaria (UAM) has spurred behavior change and catalyzed commitment to ending deaths from malaria

Impact

  • African heads of state and celebrity soccer stars have lent their voices and images to UAM PSAs, delivering life-saving messages to hundreds of millions of households across the continent
  • More than 100 companies have committed to at least one of UAM’s four “Malaria Safe” pillars: education, protection, visibility and advocacy
  • UAM’s fundraising efforts have raised more than $500,000 for the Global Fund to purchase and distribute mosquito nets
  • UAM was named an official social cause of the 2013 Orange Africa Cup of Nations; one billion people were reached with malaria prevention and treatment messages during the continent’s most popular tournament
  • In 2013, the Confederation of African Football (CAF) signed a memorandum of understanding (MOU) with RBM, designating UAM as one of the social causes of future soccer tournaments
  • KYNE, RBM and UAM partners received the 2014 PRWeek Global Campaign of the Year award and Global Brand of the Year

 

Increasing understanding of the economic impact of smoke-free policies in the US

Previous research has shown that smoke-free policies prohibiting smoking in restaurants and bars reduces nonsmokers’ exposure to secondhand smoke and helps employees who smoke to quit. However, the perception that smoke-free policies might negatively affect business can pose a barrier to the broader introduction and acceptance of such policies.
 
APPROACH
  • KYNE helped facilitate partnership discussions between the Centers for Disease Control and Prevention (CDC) and Pfizer Inc, two organizations looking to continue their commitment to tobacco control and prevention
  • The organizations ultimately developed a three-year partnership with the goal of providing restaurant and bar owners with information on the economic impact of smoke-free policies on the hospitality industry
  • The partnership brought together an expert business panel composed of members of the hospitality industry to garner insights on best practices for communication with the industry and included a study to determine the local and state economic impact of smoke-free policies in nine states with high rates of tobacco use and tobacco-related disease
  • As part of the initiative, the CDC partnered with national and local organizations to produce communications tools, including videos that highlighted the perspectives of local business owners operating under smoke-free laws
IMPACT
  • State economic analysis published in the journal of Preventing Chronic Disease, a peer-reviewed journal of the CDC
  • Campaign materials, including video testimonials, distributed to all participating states to adapt based on local needs and environments
  • Central media campaign conducted in conjunction with state-specific communication and promotion activities, targeting business owners in print and online
  • Since launch in Q3 2013, targeted print and online campaign has reached nearly 8 million people and supporting content will be used in local legislative processes in 8 states