YU SABI? YU MUS’ SABI
THE BIRTH OF YU SABI? YU MUS’ SABI
Through PSI-Caribbean’s sub-office in Suriname’s HIV prevention work with the Suriname Defense Organization (SDO) it was envisioned that the program brand needed to be target specific, have local context and resonate well with the uniformed population (UP) as the primary target and also secondary targets – families of military, other protective services and general populations. The brand needed to be easily identifiable with the initiative of the SDO in collaboration with PSI/C and still maintain elements of the regional brand GIGI while containing a strong, thought provoking call to action.
Brand Values & Personality:
In response to all the needs of the military and to maximize on reach and behaviour change PSI-C created Yu Sabi? Yu Mus’ Sabi. This brand encourages introspective thinking and call to action among members of the military and their families to protect their sexual health. Yu Sabi? Yu Mus’ Sabi is:
- Culturally relevant to Suriname
Name & Logo:
YU SABI? With a question mark asks “do you know/do you understand? While YU MUS’ SABI makes the statement “you need to know/you need to understand. Bringing the two phrases together, we have “Do you know/understand? You need to know/understand.”
This phrase can be applicable in several ways. For example:
- Do you know about HIV & AIDS? If not, you need to know about it.
- Do you understand why you need to protect yourself? If not, you need to understand why and how to stay healthy.