Yl2013media 30 initiative media prague
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The document outlines a campaign for Transparency International Czech Republic to fight corruption. The primary objective is to persuade 500 individual donors to donate 1000 CZK each. The secondary objective is to obtain volunteers. The campaign communication concept uses emotion awakening, people involvement, guerilla marketing and direct connection tactics. Such as placing price tags showing corruption and linking to their Facebook page. The results were increased awareness of TI, gaining over 500,000 CZK and recruiting volunteers.
Yl2013media 30 initiative media prague
- 1. The objective Primary: Persuade at least 500 individual donors to give a minimum 1 000 CZ each, either by joining the TI club or by donating a one-off gift Increasing awareness Secondary: Obtain volunteers to participate on TI projects
- 2. Insight Corruption is percepted as too common thing Everybody speaks about medialized corruption affairs but there are more smaller ones – in our neighborhood 95 % of population do not like corruption, bud does not feel the strength to change it Corruption influences our everyday life and standard of living Big Idea Fighting against corruption is not a privilege. It is a matter of all of us. Don‘t just think, change it!
- 3. Target group Middle and higher income bracket with affinity to general interest or economy media, living in bigger cities Message Show the differences between the real and actual paid price for public goods. Don‘t just think, change it! Value Involvement in fighting with corruption. Using of TI and its know-how as a tool for realization
- 4. Communication concept Emotion awaking People involvement Guerilla Marketing Direct connection
- 5. Price tags placed on general urban inventory or places, which are connected with corruption or bribery Link to Facebook site of TI Czech Republic Emotion awaking
- 6. Facebook with profile picture: „Where is the rest of my money?“ Sharing of original creative and things, which are suspected to be a subject of corruption - TI topics - Fans topics Start a discussion about these affairs Don‘t just think, change it! Join us on: www.transparency.cz/klub Two ways communication and deepening of relationship between TI and theirs fans Media partnership and PR Articles On-line and print Makes the message more trustworthy and strengthen the brand awareness Creates more question – discussions under articles People involvement
- 7. More about TI club Wepaidfrom ourtaxes 50 000CZK Realprice5 000 CZK Whereis the rest? Don‘tjustthink –change it! www.transparency.cz Network of CLVs + 3 CLVs Wi-Fi hot spots CLVs – tram and bus stops close to corruption affected places CLVs with Wi-Fi hot spots – highly frequented places Donor site as first loaded Again! 30 000 wasted! Don‘t just think Change it! Direct connection
- 8. Results The main medium are people themselves We feel more committed and involved into corruption affairs We have decided to do it Corruption is not a common thing! We know how to fight against corruption Increased awareness and trustworthy of TI Gained more than 500 000 CZK Recruited volunteers
- 9. Summary Fighting against corruption is not privilege. It is a matter of all of us. Don‘t just think, change it! Big Idea Communication concept Primary: Persuade at least 500 individual donors to give a minimum 1 000 CZ each, either by joining the TI club or by donating a one-off gift Increasing awareness Secondary: Obtain volunteers to participate on TI projects The objective Emotion awaking People involvement Guerilla Marketing Direct connection Earned media (FB, discussion, forums) Media Partnership PR Articles CLVs + CLVs with Wi-Fi free hot spots Spread of the message Don‘t just think, change it! by people themselves Increased awareness and trustworthy of TI Gained more than 500 000 CZK Recruited volunteers Result