team dexters round 2(1)
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TEAMDEXTERS
Topic Name : Awareness campaign for preserving waterA presentation by TEAM DEXTERS
! CAMPAIGN
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Facts and figures on
water usage in
Bangladesh
Main sources of water
Surface Water
Ground Water
Rainfall
Underground water is going down by 1-3 meters every
year.
According to DWASA, Dhaka,
Bangladesh capital requires
2.2 billion litres a day, but can only produce 1.9 to 2
billion.
The water usage in the rural areas is
20-40 litres per person per day
The water usage in the
urban areas is 200 litres per
person per day .
Source :http://dwasa.org.bd/http://water.org/country/bangladesh/http://www.unicef.org/
RESEARCH
FINDINGS
SHORTAGE : 20 CRORES LITRES EVERYDAY IN BANGLADESH
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OUR
OBJECTIVES AND OUTCOMES
PERCEPTION CHANGE
Efficient and effective use of water
Conscious people Preserve water in all ways
To change current mindset that water is not
a permanent resource
That we must save water for
future generations
OUR OBJECTIVES EXPECTED OUTCOMES
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TARGET
AUDIENCEPRIMARY TARGET GROUP
SECONDARY TARGET GROUP
PRIMARY TARGET GROUP
SECONDARY TARGET GROUP
URBAN AREA PEOPLE
AGE GROUP 7-14
PRIMARY AND
SECONDARY TARGET GROUPS
SOCIO ECONOMIC CLASS A,B,C
SOCIO ECONOMIC CLASS D,E SOCIO ECONOMIC CLASS D,E
SOCIO ECONOMIC CLASS A,B,C
AGE GROUP 15 and above
RURAL AREA PEOPLE
URBAN AREA PEOPLE
RURAL AREA PEOPLE
40% 20%
18% 12%
AGE GROUP 15 and above AGE GROUP 7-14
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We asked a few households about the misusage of water..
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FINDINGS
45% 35%
15% 5%
KITCHEN
GARAGE
WASHROOM
CENTRAL BASIN
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BIG IDEA
1
2
2
3
1
3
To make people realize that proper
water consumption is the only way to save water for our future
generations
Urban
Campaign
Rural
Campaign
Activation
campaigns
Conscious use of
water
NO Misusage of
water
Awareness from
childhood
STRATEGIES OUTCOMES
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SlOGAN AND
LOGO
GOES WITH THE CAMPAIGN
CREATIVE MEANING
COHERENT WITH BIG IDEA
CAMPAIGN LOGO
CAMPAIGN SLOGAN GOES WITH THE CAMPAIGN
HAS SIMPLE MEANING
EASY TO REMEMBER
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URBAN
PLAN 1We will target the market leaders of various water
related convenience goods
Toothpaste, Shaving Cream, Shampoo, Hand wash, Detergent
Packaging will consist the messageSAVE WATER, BECAUSE EACH DROP COUNTS
The message reach will be on a daily basis and clearly visible
WHY will the company respond to our proposal
positively ?
This will certainly
be a huge CSRThe image of
the company increases
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SAMPLE
CREATIVES
THE MESSAGE
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URBAN
PLAN 2VEHICLE BRANDING:
Intercity
BUSES CARS
PVC pasted at the rear end of the bus, PVC includes the campaign slogan, logo,
tagline, message
Also inside the bus instead of sunray protectors
PVC measuring 3x2 inch will create immense reach
Campaign stickers
with logo and
tagline
Specific companies delivering stickers to
drivers
Incentives to driver
for attaching
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Internal Reach
External reach
50
3000
Each vehicle has such immense reach on average
SAMPLE
CREATIVES
BUSES REAR SIDE
BUSES INSIDE
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Host task oriented competition in primary
schools all over Bangladesh
Kids will be given a water tank with holes , theyll
block water
Winners will get gift hampers
ACTIVATION
CAMPAIGN
SAMPLE STICKERS
DISTRIBUTED AMONG
CHILDREN TO GRAB ATTENTION
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Participants will wear
the t-shirts designed by
us
Campaign will be
conducted every three
months.
Media coverage
Incentives:
Free T-shirts Free refreshments
ASSOCIATION OF
BD CYCLISTS
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SAMPLE
CREATIVES
FREE TSHIRTS TO
RAISE AWARENESS
ALL OVER THE
COUNTRY BY BD
CYCLISTS
FRONT BACK
DIRECT REACH
INDIRECT REACH
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URBAN
PLAN 3
Initiative by
different student
groups/clubs
associated with
social activities
1.They will affiliate with other such
clubs
2.Choose a specific public location (eg: own campus)
3.Place a very wide long
white clothe
4.Random people write their views
and sign
5.Views about: water
preservation and stop misuse
AWARENESS
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FACEBOOKCOMMUNITY
Competition on topic Stop misuse and Save water
People will be asked to write a short story and posted
Top 5 stories will be selected to make a short film
Incentives to top 15 participants
Regular promotions /updates
FACEBOOK
COMMUNITY
'' ''
INDIRECT REACH
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CHALLENGE
CELEBRITY
HOLDS THE
BANNER
ACTING AS BUZZ
AGENTS
NOMINATE
OTHERS
PROMOTE THE CAUSE
IT WILL CREATE A BUZZ !!!
INDIRECT REACHAWARENESS
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RURAL
CAMPAIGN
Pump and Canal:
Uncontrolled usage
Pipe Leakage
Irrigation
Rural Findings: Water misused in 3 major
ways
Religious institutions(mosque, temple, church, pagoda) can influence villagers largely.
Religious Factors
Imams of mosques creating awareness from religious perspective.
This will certainly connect an emotional and sentimental linkage to stand against water misuse.
1
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Moncho Natok and Jatra
A highly effective means to grab the attention of the villagers.
The content of the Moncho Natok and Jatra will depict the importance of preserving water
The prime aim is to eradicate water misuse through creating awareness.
2
RURAL CAMPAIGN
The renowned and influential group of people will create awareness.
Uthan Boithak
Primary/High School Headmasters, Homeopathic Doctors, Wealthy Land Owners etc.
An awareness raising discussion in the courtyards of each respective family.
3
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Daily wastage of water
Knowingly wasting
Unknowingly wasting
TVC BIG IDEA-
Consciousness starts
from you!
Execution style: SLICE OF LIFEAppeal: Rational
A person wastes water in his daily activities however gives a presentation on saving water!
At a point when theres no water he realizes the misusage he has done.
Statistics and core message
TVC
CONCEPT
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SAMPLE
CREATIVES
BILL BOARD
PRINT AD
HAS SIMPLE MEANING
EASY TO REMEMBER
CREATIVE
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PROPOSE GOVERNMENT FOR VARIABLE COST IN
WATER
ENCOURAGE TO USE WASHING MACHINES
RECYCLE WATER
USE ELECTRONIC DISH WASHER
1
1
4
3
2
RECOMMENDATIONS
URBAN AREA MAINLY
WASTE WATER FROM KICHEN FOR
FLUSHING TOILET
GREY WATER FROM WASHING
MACHINE FOR
PLANTS(GARDENING)
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SCHEDULINGSECOND 4 Months(May 15-Aug 15)
FIRST 4 Months(Jan 15-Apr 15)
THIRD 4 Months(Sep 15-Dec 15)
FOURTH 4 Months(Jan 16-Apr 16)
SECOND 4 Months(May 16-Aug 16)
THIRD 4 Months(Sep 16-Dec 16)
ATL TVCRDCBill-boardsVehicle BrandingBTL-Social ClubsBD CyclistsPrimary SchoolMiking Moncho NatokJatraUthan BoithokMasjid Imam
ATL -Bill-BoardsVehicle BrandingTVCRDC
BTL-BD CyclistsMikingJatra Uthan BoithokMasjid ImamMoncho Natok
ATL-Vehicle BrandingRDC
BTL-Facebook Awareness CampaignsBD CyclistsUthan BoithokMasjid Imam
ATL-TVCRDCBill-boardsVehicle BrandingBTL-Primary SchoolBD CyclistsFacebook Awareness CampaignsMikingMoncho NatokJatraMasjid Imam
ATL-Bill-BoardsVehicle BrandingRDC
BTL-BD CyclistsFacebook Awareness CampaignsMasjid ImamUthan Boithok
ATL-TVC RDCVehicle BrandingBill-boardsBTL-Masjid ImamUthan BoithokFacebook Awareness CampaignsBD Cyclists
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THE BUDGET
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Break-down of the cost TOTAL
ATL
TVC Advertising 2800000 + 3 months exposure 75,000,00 x 2 1,78,000,00
Print Advertising 20 00000
Bill-boards 70,000 x 15 units x 9 months 94,50,000
RDC Advertising 30,000 + (500000 x 3) x 2 30, 30, 000
Total ATL Cost 3,22,80,000
BTL
URBAN1) Vehicle Branding - (Bus)
(PVC = 100, Delivery = 20, Drivers Incentives = 50 ) = 170 for each bus.
For 1000 buses 170 x 1000 1, 70, 000
CarsSticker + Delivery + Drivers Incentive = (30+20+100) =150
For 10, 000 Cars = 150 x 10, 000 15, 000, 00
Total 16,70,000
2) BD Cyclists
1000 volunteers x (food and t-shirt)=1000 x 150 = 1,50,000
For 6 campaigns 150000 x 6 9,000,00
3) Social Clubs Activation 200 yard clothes 60 x 200 12,000
Markers 20 pieces x 60 taka 1200
Certificates 30 pieces x 20 taka 600
Food 30 boxes x 100 taka 3000
T-shirts 30 pieces x 50 taka 1500
TOTAL 18,300
So, Total for 15 Campaigns 18300 x 15 2,74,500
4) Primary School: For 1 school ,1 student Props(Food+Sticker+Material)= (20+50+50) 120
Volunteers cost 100 x 20 volunteersx 400 school 800000
For 120 student/school and in 400 schools 120x120x400 5760000
Total 6560000
Rural : 1.(For each Upazillas) Miking 1500 x 2 3000
Monch Natok and Jatra 10000 + 5000 15,000
Representatives Food + Stay = 600 x 12 repres. X 3 days 21,600
Miscellaneous 5000
Total cost for each UZ 44600
For 488 Upazilla 44600x488 2,17,64,800
2. Targeting most densely populated 1000 1000 x 35,000(each village) 3,50,00,000
Total BTL Cost 6,61,69,300
TOTAL CAMPAIGN COST ATL+BTL 9,84,49,300
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TOTAL CAMPAIGN COST:
BDT
9,84,49,300
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THANK YOU! QUESTIONS?
A presentation by TEAM DEXTERSFUNDED BY
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