Project asha social cause integrated marketing campaign_vibes_radio mantra
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The document outlines the initiative 'Save Asha', aimed at raising awareness about female feticide in India through a digital and radio campaign. A virtual character named Asha symbolizes the millions of girls lost to this practice, with users encouraged to vote to 'extend' her life. This integrated campaign highlighted the alarming statistics and cultural challenges surrounding female feticide, despite concluding with a call for ongoing efforts in the fight against this issue.
Project asha social cause integrated marketing campaign_vibes_radio mantra
- 2. VIBESCOMMUNICATIONS 2 V Index • A b o u t F e m a l e F e t i c i d e • A b o u t t h e C o n c e p t • T h e i n t e g r a t e d a p p ro a c h ( R a d i o & D i g i t a l ) • D e t a i l e d S c e n a r i o • Flow of concept • UI • F B B a n n e r s A c t i v a t i o n • Website • Social
- 4. VIBESCOMMUNICATIONS 4 V About Female Feticide Women are murdered all over the world. But in India a most brutal form of killing females takes place regularly, even before they have the opportunity to be born. Female feticide--the selective abortion of female fetuses--is killing upwards of one million females in India annually with far-ranging and tragic consequences. In some areas, the sex ratio of females to males has dropped to less than 8000:1000. Females not only face inequality in this culture, they are even denied the right to be born. Why do so many families selectively abort baby daughters?
- 5. VIBESCOMMUNICATIONS 5 V India SAVE ASHA is an initiative taken by Radio Mantra & Vibes Communications to help ASHA (a virtual girl) who could have been saved to become victim of Female foeticide. Radio Mantra with the help of Vibes Communications as an Tech/Digital Partner tried to convey a message where a girl named ASHA is struggling to come in this beautiful world to and is appealing everyone to give her few hours of life by their one single vote. About the concept
- 6. VIBESCOMMUNICATIONS 6 V The integrated approach(Radio) Radio Mantra and Vibes jointly discussed a campaign for Female Feticide The campaign was named after a virtual character Asha Radio Mantra took incharge for Radio activation Vibes become the Digital Activation partner Lots of celebrities join around Navratri last year that Asha is based in USA and wonderful girl to work with over Radio Channel FM Shows Even RJs talked about Asha
- 7. VIBESCOMMUNICATIONS 7 V Shock Value Asha also came on the Radio Mantra FM Channel one day and conveyed that she is not there in actual world!! SHE was murdered before birth!!
- 8. VIBESCOMMUNICATIONS 8 V The integrated approach(Digital) Asha came and also conveyed that to save her life, users can cast votes to save her life Vibes made a microsite www.radiomantra.in/asha Facebook Activation started for asking user’s votes Each vote casted give Asha a life of 5 days Users came in full swing and casted vote for Asha’s life Radio Mantra & Vibes made the campaign a great success
- 9. VIBESCOMMUNICATIONS 9 V Vibes created a web platform in the form of Microsite which shows the statistics of the number of user have voted for Asha and how many days of life does Asha gets in the form of votes. One vote of one user gives Asha chance to live for 5 more days. Microsite is linked with Facebook where a campaign was on asking to save Asha. Vibes tried hard to promote on every group and pass the message to all the user, appealing them to save Asha and make her live with their valuable votes. Detailed Scenario
- 10. VIBESCOMMUNICATIONS 10 V Flow of concept User Login Facebook Like the page of save Asha and clicks on url of microsite User is redirected to micro site www.radiomantra.in/ash a User clicks on Vote now button Real time life updates on microsite once user votes
- 11. VIBESCOMMUNICATIONS 11 V User Interface- Microsite 1 www.radiomantra.com/as ha
- 13. VIBESCOMMUNICATIONS 13 V Facebook Banners Activation • Vibes have created many banners and creative on Web and Social level to promote Save Asha Campaign.
- 17. VIBESCOMMUNICATIONS 17 V A Successful Campaign A successful campaign came to end in October, but lots have to be done in an actual way. Radio Mantra and Vibes are not enough for such a huge cause but even a drop constitutes an OCEAN!!
- 18. VIBESCOMMUNICATIONS 18 V THANK YOU W W W. V I B E S C O M . I N Avaneendra Mishra-Director & Business Head, Vibes Communications Nitin Chand, Brand Manager, Radio Mantra http://vibescom.in , +91 9650858881