Public Relation Campaign – Awareness of Alcoholism

Table of Contents

1.0 Introduction- Situation...........................................................................................4

2.0 Objectives...........................................................................................................5

3.0 Target Audience...................................................................................................6

4.0 Campaign Strategy...............................................................................................7

5.0 Campaign Tactics.................................................................................................7

6.0 Scheduling........................................................................................................11

7.0 Forecast Budget...................................................... ..........................................13

8.0 Evaluation.........................................................................................................15

1.0 Introduction – Situation

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Entering the 21st century, mankind has evolved since the beginning of time. We have evolved

at such a rate that even surpasses our own imagination. Mankind has learnt many things along

the way into the 21st century. Technology now is unbelievable to a certain extent; it has

helped cover the four corners of this planet and helped bring people from different cultures

and social backgrounds together. This togetherness brought forth by today’s technology, has

helped bridge the many racial gaps between people from one end of the planet to the other

end.

However in every society there is a dark shadow which looms over many parts of the world

today. This shadow is known as Alcoholism. "Alcoholism", as defined by a chronic disease

marked by a craving for alcohol. In today's' world, alcohol is readily available to almost

anyone who would like to have a few drinks. Because of easy access to alcohol, it should not

surprise anyone that alcoholism is as big a problem as it is. Alcohol not only has many, many

negative effects on the human body and mind, but it is also creating increasing numbers of

harmful social effects. Every year there are increasing numbers of families being destroyed,

children being abused, people being sexually assaulted and traffic violations associated to

alcoholism. Unfortunately, alcoholism doesn't affect everyone the same way. There are

physical and social effects to the disease.

Many alcoholics begin drinking, thinking that the alcohol will relieve their stress and anxiety.

Have a hard day- kick back with a glass of wine or a bottle of beer. Initially, the alcoholic

will feel their spirits being lifted, only because the alcohol numbs the senses. Gradually it

takes more and more drinks to make them "feel better", till eventually it begins to affect every

other part of their life. They miss work, stop keeping track of social and family obligations,

till finally their alcoholism is out of control. Monitoring your alcohol intake is incredibly

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important. If for some reason a person needs to have that drink that is when there is a real

problem.

One of the biggest things that most people enjoy about drinking is that it empowers a person

to be able to do things that they normally wouldn't do. Things that maybe they were afraid to

do, they might be shy. With the aid of alcohol, a person may feel anything is possible. Of

course there is a downfall. The very things that a person might do while in an intoxicated

stupor may be illegal or offensive in a manner to others. A lot of sexual harassment and

sexual assaults happen while an assailant is under the influence. Normally the conscience of a

person or their sense of reality would have prevented them from committing acts like those

from ever happening.

Now for this public campaign, “Awareness of Alcoholism” a public community group with

no political connections is based in Kuala Lumpur, Malaysia. Awareness of Alcoholism

wants to help create a social gathering and group help, aimed at making significant changes

in KL’s society and finally help to spread the help all over Malaysia. The key to this

campaign, is to help the needy, by encouraging them and giving them hope and options, that

there are better things in life rather than the narrow road of Alcoholism. Therefore, in order to

achieve this public campaign, support from Malaysians is a must in order to achieve the

maximum potential and to do this, a good public relation must be established. In order to

achieve this, Awareness of Alcoholism will create a string of events that involves educational

sessions, group help sessions and also sporting activities to promote a healthier lifestyle. To

be effective, AA(Awareness of Alcoholism) will enlist help from other known help groups

such as Alcoholics Anonymous and also free help from past Alcoholics in order to create a

feeling of togetherness and spirit among the needy.

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“Refrain from drink which is the source of all evil--and the ruin of half the workmen in this

Country.”

GEORGE WASHINGTON, letter to Thomas

Green, Mar. 31, 1789

2.0 Objectives

For this campaign they will be several key objectives for AA that will be taking place

between 3 months of June, July and August 2010.

1. To increase 50 percent of public awareness upon the existence of “Awareness of

Alcoholism” community on to the minds of Malaysian for the first 3 months of the campaign.

2. Strategically coordinate existing efforts with the Malaysian government relating to major

Alcoholics incidents within the KL district through strategic placement of AA centres. If

positive feedback is received, then slowly branch out to Malaysia.

3. To deliver a message towards Malaysians that AA wants to cut down the number of

Alcoholics within Malaysia by 2011.

4. To educate the public on the effects of Alcoholism through various Medias and

communication methods.

5. To achieve at least 10,000 Alcoholic Free members and help bring them back into the KL

Society.

6. To achieve a target of RM 500,000 in ticket sales and donations from the Sports Charity

event.

7. To gain sponsorship from Malaysian firms to help promote, fund and expand more

Awareness of Alcoholism programs in order to gain a more effective chance of reducing this

problem from society as a whole.

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3.0 Target Audience

For any campaign to become successful, a target audience should be effectively researched

before the campaign begins. For Awareness of Alcoholism, their primary target audience is

mostly the youth of Malaysia that is residing within the KL district, since they are highly

sociable and outgoing and are most likely to succumb to the horrors of Alcoholism. More

teenagers in Malaysia are starting to drink alcoholic beverages at an earlier age. 45% of

Malaysian youths under the age of 18 consume alcohol regularly. Of all the legal and illegal

drugs, alcohol is by far the most widely used by teenagers, and according to a national survey

many are regularly drinking to excess This target audience are more adhering in comparison

to the older generation of Malaysia, and can be easily taught the easy steps of avoiding

Alcoholism and also help to bring out the goodness that resides in everyone. The main reason

of this target audience is that if this change can take place while the youths are still

developing, then this can lead to a positive impact towards the older generation of Malaysians

and finally be able to develop a society that is willing to help one another. The desired target

audience will be featured in the segment based on the profiles below:-

AGE     18 to 30 years oldLOCATION     KL and slowly towards all of MalaysiaGENDER     Male and FemaleINTEREST     Sociable, Outgoing, Depressed in some casesEDUCATION LEVEL     High School Education and or Higher

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4.0 Campaign Strategy

The Awareness of Alcoholism will have 3 main strategies for the duration of this

campaign. For the above objectives to be reached, the Awareness of Alcoholism will

make use of a few concepts to reach the objectives. The main concept will be the ‘Push’

strategy that is primarily used by marketing strategists. The ‘Push’ promotional strategy

makes use of Awareness of Alcoholism activities to create social awareness of this

terrible problem and also to bring participation from former Alcoholics, to promote a

healthier lifestyle.

1) Make use of Technology by creating an online community for Awareness of

Alcoholism so that their activities and goals can be reached throughout Malaysia.

2) Prepare a group session for Alcoholics and inform them of a healthier alternative as

well provide social togetherness.

3) Organize a Charity Futsal Tournament by Awareness of Alcohol to show that in

society, they togetherness can be seen by a Sport and also to show a healthier

alternative to Alcohol.

The Main Theme for Awareness of Alcoholism community will be, “Together We All

Can Succeed”.

5.0 Campaign Tactics

5.1 Online Community – Interactive Media

With the advancement of Technology in today’s world, the Internet has been the link that

connects all of us from this Planet Earth together. The internet has now become a platform of

communication for many people around the world, and it is up to Awareness of Alcoholism

to step up and make use of this extremely valuable technology. The advantages of having a

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website, far outweighs the disadvantages of setting a website up. For this campaign, the

website address will be known as, http://www.AwarenessAlcoholism.com.my. The official

website will contain information on the latest updates, current news (e-newsletter) on current

Social trends, Blogs by ex-Alcoholics, donation services, future activities and Informational

videos to help explain the disadvantages of being an Alcoholic. This website will be practical

to the Awareness’s needs and of course user-friendly for all the current and future members

of the organisation. The website is only for registered members and singing up is free.

Registered members can choose a specific user name and password to ensure safe and secure

web surfing all the time. Online Donation services are also available in this website, as well

as Blogs by former Alcoholics to see the progress they’ve made in their choices. Also

provided in this website is a forum for discussion, where members are allowed to share their

own suggestions, information and comments. This section will be monitored and updated

with weekly topics that are relevant to Social Trends in KL. The estimated cost to build and

design and maintain this website is around RM 2000.

Also with this Website, Awareness of Alcoholism should take note that to achieve a greater

target audience efficiently, social network websites should definitely be researched. For

example popular websites include Facebook, Friendster, MySpace and more currently is

Twitter. This will make it easier for the target audience to keep in touch with the latest news

and updates.

5.2 Group Sessions and Informational Speeches

The purpose of this strategy is to provide the target audience/public with the idea of

educating them with Informational Speeches as well as group sessions for the Alcoholics.

This whole strategy will be carried out in an open field area, most likely in populated areas

such Petaling Jaya, Subang Jaya and Ampang Jaya in order to better reach the target audience

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more effectively. The main idea for this strategy is to promote, Social Togetherness and also

to educate the public of the dangers of such abuse. They will be given information on history

of Alcohol, dangers of Alcohol abuse, Penalties of Alcoholism and also the Power of Society.

Other Form of activities include Inspirational speeches on how control Alcohol and

approaches to help Alcoholics understand that this is not an individual problem it is society’s

problem as well, video presentations of Alcoholism in other Countries like the United States

of America & exhibition and launching of Arts Based on theme of ‘Together We All Can

Succeed’ campaign. For this strategy, a team of 25 people will be heading to the selected

open air areas and help to set up the booths and stages and also help to promote the speakers

in order to make these Open days more successful. Throughout the campaign, there will be a

total of 5 open days, from June until the month of August. These open days will also coincide

with RTM1’s Annugerah Music in order to help reach a greater portion of the general public.

5.3 The Charity Futsal Tournament Event for Awareness of Alcoholism

So To bring out the spirit of Togetherness and healthy lifestyle within the target audience

Awareness of Alcoholism will organize a charity Futsal Tournament themed as “Together

We All Can Achieve”. This will be the main event of this campaign which will be held on

11th July 2010 at the Sports Planet, Ampang Jaya. This is because, the 2010 FIFA WORLD

CUP Final is to take place on July 11th 2010 and this will help attract more people. The event

will start at 4pm and will end on 1200am. The Futsal tournament will be inclusive of a 32

Team of 5 players’ per team tournament. The Format of this tournament will be a knockout

tournament. There will other small events to help gather spirit of social togetherness, and also

a few exhibition booths to help give information on the dangers of Alcoholism. There will

also be a Live Broadcast of the FIFA 2010 World Cup, Football shirts stalls, food and

beverages stalls.

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The objective of the Futsal tournament is to raise funds for the community as well as

for charitable donations. This is a non-profit event which large sum of the revenue will be

donated to MERCY Malaysia. The remaining revenue will be use to maintain Awareness of

Alcoholism community and for future events. At the end of the evening, the community

director along with MERCY Malaysia will help provide the winners of the Tournament with

their deserved medals and trophies as well as giving an MVP trophy to the most promising

player. Tickets will be sold via the official website and shopping malls around Kuala

Lumpur. A booth will be open on late June to start selling tickets. Tickets will be price range

of RM 50 to RM 200. For participants of the Futsal Tournament, a fee of RM 200 is

compulsory. Awareness of Alcoholism will try target to attract 100,000 people to come for

the tournament. In order to achieve the high number of respondent’s, good publicity and

marketing must be done.

5.4 Media Mix Strategies

For this campaign, Awareness of Alcoholism has decided to advertise primarily through

magazines and newspapers. Since the reach of advertisement, through newspaper is very

effective in KL, it shall implemented for this campaign. The type of newspaper that is

preferred is both broadsheets and tabloid. Tabloid newspapers are quite popular with the

target audience and also help to reach out to the general public. Often college and high school

students are given free magazines to encourage reading habits. The purpose of advertising in

newspaper is to inform the public on the existence of the community and publicize the

Charity Futsal Tournament and help inform people of the Open Day Exhibitions.

Advertisements will be published on every weekend for the month beginning of June. The

newspapers that proposed to advertise in are The Star, Berita Harian and Utusan Malaysia,

both being predominantly the widest print distribution channels for news in Malaysia. The

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estimated cost for advertisement is RM 500 per advertisement. The next process of this

advertisement would include Magazines, since it also would help Awareness of Alcoholism

reach the target audience. The advantage of using magazines, advertising target audience are

often focused on creating and informing people of the problems with Alcoholism, has high

reader involvement because the reader had actually selected and paid for the magazine and

subscribe to monthly issues. However, magazine’s have longer lead time thus Awareness of

Alcoholism will only issue articles and advertisement once a month. This will publicize all

the activities Awareness of Alcoholism members are planning during the month. The

estimated cost per advertisement is RM 3000 per advertisement.

6.0 Scheduling

Publicity Task Start Date Duration End Date

Campaign Launch 1/6/2010 1 2/6/2010

Website Launch 2/6/2010 1 3/6/2010

Open Day Exhibition 7/6/2010 1 8/6/2010

Charity Futsal Tournament Ticket

Sales Begins

15/6/2010 20 11/7/2010

Website Update 8/6/2010 1 9/6/2010

Newspaper 10/6/2010 2 16/6/2010

Open Day Exhibition – 2 15/6/2010 1 16/6/201

Newspaper 17/6/2010 2 23/6/2010

Website Update 2 19/6/2010 1 20/6/2010

Newspaper 24/6/2010 2 30/6/2010

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Open Day Exhibition – 3 30/6/2010 1 1/7/2010

Website update 3 30/6/2010 1 1/7/2010

Magazine 1/7/2010 1 2/7/2010

Newspaper 1/7/2010 2 7/7/2010

Website Update 3 1/7/2010 1 2/7/2010

Open Day Exhibition – 4 8/7/2010 1 9/7/2010

Newspaper 8/7/2010 2 14/7/2010

Charity Futsal Tournament 11/7/2010 1 12/7/2010

Newspaper 15/7/2010 2 21/7/2010

Website Update 5 22/7/2010 1 23/7/2010

Open Day Exhibition – 5 31/7/2010 1 1/8/2010

Newspaper 1/8/2010 2 6/8/2010

Magazine 1/8/2010 1 31/8/2010

Newspaper 7/8/2010 2 13/8/2010

Website Update 5 15/7/2010 1 21/8/2010

Newspaper 14/8/2010 2 20/8/2010

Final Website Update 22/8/2010 1 28/8/2010

Final Newspaper 24/8/2010 1 1/9/2010

Final Magazine 1/9/2010 1 2/9/2010

Campaign End 1/9/2010 1 2/9/2010

7.0 Forecast Budget

RM RM RM

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Expenses

Futsal Court (80/hr * 10 courts) 3840

Food and Beverages 12,980

Transportation 2900

Music and Entertainment 13,000

Stage 14,000

Public Speakers:

Dr Wilson Ng Kim Ping (5hrs) 4,000

Professor M. Azrul Azli (2 Hrs) 5000

Mr Kelvin Mahal (1hr) 1980

Futsal Prizes (Trophy) 1000

Insurance 25000

Police Permit Fee’s 3000

86610

Marketing Expenses

Banners 8000

Pamphlets’ (100,000 pcs * RM0.05) 50,000

News Paper (Right Page Half Tabloid)

Utusan Malaysia 13,000

The Star 16,500

Malaysia Kini 6,500

Magazine (Full Page Right Side) 4840

Online-Website Design and Update 1,900

100,740

Exhibition Expenses

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Canopies 16,000

Stages 14,000

Crew’s Salary 19,000

Sound System 1,500

Land Rental 10,480

Catering Service 4,000

Electricity, Utility, Telephone 11,000

76340

Total Expense 263,390

Expected Revenue

Futsal Entrance Fees 20,000

Sponsorships 100,000

Sales for T-Shirt and Other Service 50,000

Total Revenue 170,000

Net Loss (93390)

8.0 Evaluation

Evaluation is often a critical point in accessing a good PR campaign. It is important, to

evaluate all the main strategies of the Awareness of Alcoholism campaign in order to receive

feedback and also to check if objectives have been met or not.

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For the online website, to evaluate the effectiveness of the online, a software will be use to

track daily online traffic. It will display the exact number of people who visited the website.

Other methods are through the weekly new registered members, participation on the forum

and donations made online.

To evaluate the Open Day Exhibitions, measure the effectiveness, is whether the Exhibition

volunteer crew can reach as many education institutions and public in Kuala Lumpur. The

minimum amount is to reach 200 educations institutional which include schools, colleges and

universities.

Finally, the evaluation of the Charity Futsal Tournament, the amount of the visitors who

came to see the Futsal Tournament and also the World Cup Final and also any revenue made

from the stalls, as well as charitable donations are the primary method to measure the

effectiveness of the campaign. Expected number of visitors is 100,000 people and revenue of

around RM 300,000.

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