YOUNG LIONS PRINT COMPETITION BRIEF 2015
UNITED NATIONS OFFICE ON DRUGS AND CRIMEINTERNATIONAL ANTI-CORRUPTION DAY (9 DECEMBER)
BACKGROUNDThe United Nations Office on Drugs and Crime (UNODC) is a global leader in the fight against
illicit drugs and international crime, and as the guardian of the United Nations Convention
against Corruption, is at the forefront of working with Governments, civil society organizations,and others to tackle corruption.
Corruption is a complex social, political and economic phenomenon that affects all countries.
Corruption undermines democratic institutions, slows economic development and contributes
to governmental instability. Corruption attacks the foundation of democratic institutions by
distorting electoral processes, perverting the rule of law and creating bureaucratic quagmires
whose only reason for existing is the soliciting of bribes. Economic development is stunted
because foreign direct investment is discouraged and small businesses within the country often
find it impossible to overcome the "start-up costs" required because of corruption.
Tackling corruption requires broad action: Governments, non-Governmental organizations, theprivate sector, the media and citizens all have a role to play in joining forces to fight this crime.

THE CHALLENGE
Each year, UNODC and the United Nations Development Programme (UNDP) jointly lead onawareness-raising around International Anti-Corruption Day.
In 2015, the logo and slogan “Break The Corruption Chain” developed last year will be retained.
The objective of the print ad is to raise awareness of International Anti-Corruption Day andengage the general public with the issue, supporting a positive and pro-active stance against
corruption
The campaign should use clear, straightforward messages that can be easily translated for global
audiences and be as culturally neutral as possible.
OBJECTIVES
The overall objective is to raise awareness of International Anti-Corruption Day and mobilise
people to engage with the campaign online and learn more about the issue. The campaign
should demonstrate that corruption is a complex and varied issue that is relevant to everyone
and affects all of us.
The print ad should drive the audience to follow International Anti-Corruption Day on Facebook:

www.facebook.com/internationalanticorruptionday, bridging the gap between print and digitalto grow the social media base. A secondary ask will be made from there.

KEY MESSAGES
1. Fighting corruption is a global concern as it is found in both developing and developed
countries, and evidence shows that it hurts poorer people disproportionately. It
contributes to instability, poverty and allows organized crime to flourish.
2. The average person can make a difference. People often think that corruption is just away of life, but every society, sector and individual would benefit from saying "NO" tothis crime.
3. Tackling corruption is a vital step to achieving the Sustainable Development Goals.
TARGET AUDIENCE
The majority of engagement with International Anti-Corruption Day activities has been fromNGOs and other relevant organizations, through events and social media. Traditionally,
International Anti-Corruption Day campaigns and activities are rolled out through the UNODC
and UNDP Field Offices. These ‘local’ campaigns generate a good deal of engagement on theground.
This year we aim to drive the communications campaign from HQ and build up awareness andsupport with the general public in Europe and North America in particular.
Our target audience are 18-35 year old social media users.
The ads will be placed in national publications in the UK, US and Canada.
COMMUNICATION GUIDELINES

Be passionate, dedicated and compassionate but never sentimental. Don’t preach andavoid the over-dramatic and maudlin.
Address a global audience. Be mindful of jargon, idioms and cultural stereotypes.
Avoid using explicit examples of countries, companies or individuals and keep in mind
political sensitivities.