WE ARE NATO
by gary neale
WE ARE NATO
A whole generation had lost connection with what NATO do. Along with US comms agency Agenda, we produced their first ever external campaign that reinforced the NATO brand and attempted to improve the understanding and value of the organisation among key audiences in member countries.
Our research findings showed that each member state needed to communicate their own relevant messaging to its respective audience. Under the banner WE ARE NATO, we produced a user-friendly campaign toolkit that allowed each country to produce bespoke materials which included print, digital, film and experiential.
It leads with a simple, yet effective hashtag #WeAreNato which runs throughout the whole campaign. Focusing on the benefits of solidarity between NATO Allies, and the role the Alliance plays in maintaining Euro-Atlantic security. This Alliance-wide communications effort highlights different areas, including diplomacy, anti-terrorism, crisis response as well as the more well known military cooperation. Whichever media you choose to use, you have the tools to highlight the positive work that NATO does and the strength of the member nations coming together.
The campaign was launch by the NATO Secretary, General Jens Stoltenberg to great success both internally and externally. All member state countries have now begun to have a deep understanding of the issues they face and have the tools to inform their audiences. On going research and best practice findings continue to share knowledge amongst the member states and ensure the campaigns success.
“NATO has been essential in maintaining peace and security in Europe and North America for nearly 70 years. In times of uncertainty and unpredictability, a strong NATO alliance is more important than ever. It’s crucial that all our citizens – particularly young people who have grown up in times of peace –understand what NATO is and what we do. Our continued success depends on our citizens understanding the essential role that NATO plays in our security, on which our prosperity is based. We will remain fully transparent and proactive in explaining our essential work to the outside world.” Tacan Ildem, NATO’s Assistant Secretary General for Public Diplomacy
“Based on extensive research and testing with key member states, MHP and Agenda have produced a toolkit that is easily adaptable for each member. This will allow for independent research to be factored in and for the production of appropriate materials to resonate properly with different audiences. The toolkit speaks to the organisation’s core proposition that members are stronger and safer in alliance, and that together 'We Are NATO'.” Gary Neale, Head of Design at MHP Communications
“This has been a very exciting project for our team. Helping NATO reach audiences in more than 28 member countries and to explain its mission of guaranteeing peace and security for its citizens is the kind of work we love to do.” Doug Turner, Agenda Partner
www.nato.int/wearenato
