EMILY Chu

EMILY Wood

TRANG Phan

MINH Pham

FUMI Kamigama

WHAT IS TO WRITE LOVE ON HER ARMS

To Write Love on Her Arms is a non-profit organization dedicated to presenting

hope and finding help for people struggling with

depression, addiction, self-injury and suicide.

H I S T O R Y ☐  Founded in Spring of 2006 in Florida

  Inspired by Renee Yohe: struggling with addiction, depression and self injury

  Began making t-shirts to fund treatment costs

  Grew and gained outside attention non-profit it is today

J A M I E   T W O R K O W S K I  

S W O T A N A L Y S I S

  High social media and online community involvement

  Strong presence in alternative music community

  Intimacy of small size of the non-profit

S T R E N G T H

  Little brand awareness

  No marketing or advertising to general public

  No physical manifestation of organization

W E A K N E S S

  Growing non-profit industry

  Rise of digital culture

  New movements focusing on hope and encouragement

O P P O R T U N I T Y

  Competition from similar non-profits

  Recession influencing donations

  Lack of audience of mainstream organizations

T H R E A T

I N D U S T R Y A N A L Y S I S

  Non-profit industry is expanding   Economic recession = less money   Organizations find new ways to get attention   Use of Web-based media and celebrities

C O M P E T I T O R A N A L Y S I S PERSONABLE MUSIC PROFESSIONALISM

TWLOHA Yes Yes No

Music Saves Lives

No Yes No

Suicide Prevention

Action Network USA

No No Yes

I Am Second Yes No Yes

C O N S U M E R R E S E A R C H

FOC

US

GR

OU

P

OBS

ERVA

TIO

N

SUG

GES

TIO

NS

5 people 10 questions

- Apathetic

- Few knew the organization

- A holiday

- A band?

- Awareness - Social media marketing - Print & broadcast media - Positivity & hope

T A R G E T I N G

  Suicide is the third leading cause of death among 15-24 year olds.

  For youth aged 10-14, the suicide rate has doubled in the last two decades.

  2 out of 3 of those suffering with depression do not seek treatment.

  CURRENT TARGET MARKET is 14-21 year old males/females

  EXPAND to 12-25 year old males/females

PRIMARY AUDIENCE:

People who are actively struggling with depression, self-injury habit and substance addiction.

SECONDARY AUDIENCE:

People who are highly susceptible to depression-related issues due to their home or school situation.

  Raise awareness about depression and TWLOHA

  Link emotional benefits associated with TWLOHA

  Hope, seeking help, and belonging in a community

O B J E C T I V E S

S T R A T E G Y

POSITIONING:

To males and females ages 12-25 struggling with DEPRESSION, ADDICTION, SELF-INJURY and SUICIDAL tendencies, To Write Love On Her Arms is a non-profit movement with a DEDICATED COMMUNITY focused on providing treatment and recovery through ENCOURAGEMENT, HOPE and MEANINGFUL RELATIONSHIPS.

VALUE PROPOSITION:

BELIEVE IN HOPE. BELIEVE IN YOURSELF.

C R E A T I V E C O N C E P T

  Print Ad   Internet Presence

 Viral Videos  Out-of-home Advertisements

 Commercial

P R I N T A D V E R T I S E M E N T

PRINT ADVERTISEMENT

I N T E R N E T P R E S E N C E

W E B S I T E B A N N E R S

T W L O H A D A Y N O V E M B E R 1 3

V I R A L V I D E O BROOKE

  13 U.S. venues (showcase smaller/intimate concerts)

  Introduce concertgoers to the brand in an intimate setting

  Venues will display advertisements from TWLOHA’s campaign during their shows

  Exposure to fans of different kinds of music while staying in a familiar setting

OUT OF HOME A D V E R T I S I N G

NEW OUTLETS FOR TSHIRTS

INSPIRED STYLES:

  Partnership with artists to design a new line of shirts

  Cross promote to benefits both parties

DISTRIBUTION:

  Shirts currently found online and Hot Topic stores

  Feature shirts at new retailers such as: H&M, Nordstrom, Macy's, and House of Blues Stores.

C O M M E R C I A L

M E D I A P L A N

JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER

PRINT

Seventeen Theresa Emily Brooke TheresaAP Magazines Alan Emily Brooke Mitch Theresa

Teen Vogue Brooke Theresa Emily Brooke

ONLINE BANNERS

Google TWLOHA day (Nov. 13)

MTV.comSeventeen.comteenvogue.comCW.comtumblr.com with

spreadwith spread

with spread

with spread

with spread

TWLOHA

JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER

ONLINE VIDEOS-

YouTube Video1(Theresa)

Video 2(Mitch)

Video 3(Alan)

Video 4(Brooke)

Video 5(Emily)

Video 6(Rachel)

Hulu short com-mercial

Video 3 short com-mercial

Video 5

BROADCAST COMMERCIALS

MTV Bi-monthlyVH1 Bi-monthlyABC Family Bi-monthlyABC Bi-monthlyFOX Bi-monthlyCW Bi-monthly

SUN MON TUE WED THUR FRI SAT

NETWORKSMTV 3-5 PM 3-5PM 7-9PMVH1 7-9PM 3-5PM 3-5PMABC Family 3-5PM 3-5PM 7-9PMABC 3-5PM 3-5PM 7-9PMFOX 3-5PM 3-5PM 7-9PMCW 3-5PM 3-5PM 7-9PM

C O N T .