Progetto Zarancia - English

8/3/2019 Progetto Zarancia - English

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Un progetto di raccolta fondiguidati da membri del

in vantaggio diun progetto da


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Three students from Brazil and Taiwan,members of Aiesec and volunteer workers for asocial project in partnership with Cesvi.

Amelia Ling is a 20-year-old Taiwanese studying international

Trade for the second year in an university. She has studied somebasic subject in business, how to export/ import products and alsohad an experience of selling products to foreigners in Taiwan. Sheloves to try new things and enjoy her life.

Guilherme Appolinrio is a 19 years old graphic design student

from Curitiba, Brazil. He is passionate about his area and hasalready studied advertising and digital cinema. He is enthusiasticabout travelling and photography, specially when doing both at thesame time. His work can be seen in coroot.com/guilhermeappolinario

Reina Chen is a 19-year-old student who is major in public health

in National Taiwan University. Her knowledge helps to prolong andimprove human life. Her enrollment in this project happenedbecause she is eager to learn new things and take challenges.

The idealizers.


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AIESECis an international organization managed by collegestudents that aims to promote and develop positive leadershippotential among its members. The organization exists in more than

1700 universities and 110 countries and was created in 1948, beingone of the most renown and widespread student organization in theworld.

There are many ways to participate in the activies of AIESEC, suchas working in your local ofce, hosting foreign students or taking

part in a corporate or social internship abroad. The latest option iscalled Global Community Development Program and isthe one that brought this project to life.In a huge cooperation betweenAiesec Italy and Aiesec ofcesof other countries the

Social BusinessChallenge project wasidealized.

We are part of something


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BIG >

In the Italian region of Veneto the Social Business Challengeproject is managed by AIESEC Venezia , which selected Amelia,Guilherme and Reina to work in it, in partnership with Cesvi , one of Italias biggest Non Governmental Organizations.

Aiesec Venezia membersand Social Business Challenge Participants


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Cesvi is a non governmental organization born in1985. In 1988 received its NGO Status by the ItalianMinistry of Foreign Affairs.

The rst years of the organization were marked byactions in benet of Italian Education and and infavour of agricultural development in Uruguay. In thenineties the NGO intervened in many conicts inEastern Europe. It was also the rst organization toopen an ofce in Pyongyang, North Korea, in 1997,when crisis and famine assolated that country. In1994 Cesvi released its rst foundraising campaignand since then, the NGOs communication wasbroadened.

The 21st century brought to Cesvi the model of anorganization with objectives, such as ghting againstHIV and participating in environmental actions inAfrica. The areas of actuation were also clearlydetermined: children and young people, health,environment, water and sanitation, humanitarian aid.

More information: www.cesvi.eu

Cesvi,one of the biggest NGOs in Italy


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The following numbers portraitthe size of the organization

and the actions it made in 2010.

2,239,442 people directly benecated

25,397,062 in funds collected20,748,228 project outlays

192 projects

145 local partners in 28 countries894 local collaborators and 191 expatriates

69 overseas ofces40 members of the HQs staff

71,106 active donors970 volunteers in Italy

Source: Cesvi 2010 Annual Report.


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One of Cesvis activities - and the reason of this foundraising- is the Food Security Program in Zimbabwe. The concept of food security is very broad and adresses four pilars: Availability , Acess , Utilization and Food Stability .When these four pilars are well fullled, it means that the allindividuals have access to a sufcient amount of food; have all theappropriate resources to obtain that food; and have sufcient andadequate energy, nutrients and sanitation for that food.

The Food Security Project in Zimbabwe focuses its action onplanting orange trees in the Maramani Communal lands,which are part of the Beitbridge District and served byan underused irrigation scheme called Shashe. The reasons forgrowing oranges in Shashe are ideal agronomic conditions, land,water, presence of juicing facilities and expertise in citrus produc-tion with a potential for expansion.

This project will introduce oranges, a high value crop, to generatecommercial viability . 120 ha of oranges will be irrigated by centrepivots with a potential to increase up to 500 ha. Fruits will becommercialy viable in ve years and only will be used for juicing.

The Food Security ProgramPlanting and supporting socially responsible


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Expected results and consequences for project:1) functional and effective Shashe Irrigation Management Committee in place.2) food security and household/ community income in Shahse improved a modelfor other irrigation schemes.3) best agricultural practices, management skills integrated with other relatedinterventions and TFCA programmes established.

Two business partners will be in that project. One is Beitbridge Juice Limited, a citrus juicing factory 70 kilometers from Shashewith the capacity to process 25,000 tons of citrus per annum.The other partnership is Nottingham Estate, which produce citrussince 1950 and has a well developed relationship with theMaramani Comunity. They will provide support in terms of expertiseand maintenance of infrastructure.

The Food Security project is funded by Cesvi and a small part of those funds will be obtained with Progetto Zarancia , a fundraisingcampaign managed by the three students.The goal is to raise 2000 and all the money will be fullytransferred to Cesvi, which will take responsibility for its appliancein the Orange Tree Food Security Program in Zimbabwe.

in Zimbabwe:commercial exploration of orange trees


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Orange juices and derivates are popular in Italy. Both the common

orange and the Sicilian one play a signicant part in the italian juicemarket share. So, its easy to assume that almost every bar, cafe orrestaurant will serve an orange juice if requested to. This campaignwill focus on Treviso and surrounding cities in Veneto, in Italy.Treviso is a wealthy city for centuries. Its also home to theheadquarters of clothing retailers Benneton, appliance makerDelonghi and bicycle maker Pinarello. As a common trend, richerpeople will spend more money eating or drinking outside home andsuch demand is reected in an increased number of restaurants,band similar establishments with whom our project wants to

Our fundraising campaign is based on makinga coherent point between oranges and orange

trees and the fundraising itself. Its development followed some common advertising campaign

guidelines because, in an overlook, the fundraising itself will be the response

to a certain kind of advertisingcampaign.


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partner with. We will deal with this kind of establishments askingfor a donation. In exchange, we will offer some graphic material anda donation box with the campaign identity. Both the graphicmaterial (posters and leaets) and the donation box will work as aproof of corporate social responsability for the establishment,enhancing its credibility, public image and, of course, increase thepossibility of a donation being made to us.

To enhance awareness about the project - and the donation box - inside the establishments a case-specic graphic material will beprovided: whenever somebody orders a juice of any avor or anykind of food or drink featuring orange as an ingredient, a specialleaet goes with the ordered item. Sending the advertisement onlywith juices or orange derivates generates coherency and credibilitythus enhancing the chance of a donation being made by theconsumer. With this strategy, the participation of the food & drinkestablishments in the project would be both nancial and tactical .

Along with the food & drink establishments, another cooperationwould be essential: one with a printing house . This would be theonly way to produce the graphic material, regarding this is anindependent fundraising project managed by students withoutnancial support. The counterpart for this cooperation would beinclusion of the printing house logo in all printed materials.

Searching the Treviso city in Google Maps we have catalogedapproximately 100 establishments that are suitable to receiveProgetto Zarancia: 41 restaurants, 40 bars and 19 coffe-shops.Our goal is to partner with 40 establishments with the purpose of raising the of 2000 goal for the project. The suggested donation value for the restaurants would be of 40 to 50 and for theconsumers of the restaurants the value would be 2 .


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The name of project, Progetto Zarancia , is simple, easilypronounceable in Italian and goes straight forward to the theme:oranges in Zimbabwe. Preferentially, all graphic materials willfeature the tagline Arance per un Zimbabwe migliore! , whichmeans Oranges for a better Zimbabwe!.When talking about orange, the fruit, there is no other way to gothen orange, the color. For years its been the color for attentionand warning, which makes that a great opportunity to be noticed.The graphic material to be produced must feature large areas with asaturated level of the orange color, specially in the donation box,that must be noticed when placed next to the paying front desk.Second role colors will be green and brown, the later specially forsmall paragraphs of text.As the campaign will take place in mostly casual establishmentsthere is a need to keep the message cool, light, right. Unboring andethical. Big texts, starving children and Microsoft Ofce defaultlayouts are not allowed. There will be two main typefaces (seebelow) , a sans serif and, eventually, handwritten-like one.

Creative Concept

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R e c c o m e n d e d

C o l o r

C h a r t


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January and February of 2012.


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Progetto Zarancia - English

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