TEAMDEXTERS
A presentation by TEAM DEXTERS
আজকের তারা, আগামীর আমরা CAMPAIGN
আজকের তারা, আগামীরআমরা
TARGET
AUDIENCEPRIMARY TARGET GROUP
SECONDARY TARGET GROUP
PRIMARY TARGET GROUP
SECONDARY TARGET GROUP
URBAN AREA PEOPLE
AGE GROUP 22 -45
PRIMARY AND
SECONDARY TARGET GROUPS
SOCIO ECONOMIC CLASS A,B
SOCIO ECONOMIC CLASS A,B SOCIO ECONOMIC CLASS C,D,E
SOCIO ECONOMIC CLASS C,D,E
AGE GROUP 22-45
URBAN AREA PEOPLE
RURAL AREA PEOPLE
RURAL AREA PEOPLE
28% 40%
10% 22%
AGE GROUP 7-22 AGE GROUP 7-22
PERCEPTION
CHANGE CAMPAIGN
Parents and other elderly people
associated with us are not taken
for granted.
To reduce the chances of aged
parents and elderly people
ending up in old homes or going
through mental trauma during
the last few years of their lives.
Making others realize the
importance and value of
parents and other elderly
people associated with us
To instill the importance and
value of parents and elderly
people from a very young age
EXPECTED OUTCOMESOUR OBJECTIVES
PERCEPTION CHANGE
To enlighten the youth to be
socially responsible towards
parents and other elderly
people
Children do not disrespect or
consider their parents and other
elderly people as burden when they
grow up.
IDEA
“To make people realize that today’s children are tomorrow’s parents, and everyone deserves to be treated the best”
At the very outset of our campaign, we will take permission from ‘The Social Welfare Ministry’ with a view that we can undertake the entire campaign with full support from government and they will subsequently pass the orders to the following officials and constantly reinforce the following events.
Union Parishad
Chairman
They have an influential power on the entire population of a village.
The renowned and influential group of people of the respective village will
create awareness.
Students from degree colleges adjacent to each respective village
Uthan Boithak Representatives Involved
Capacity to bring the entire targeted population in one specified area e.g: field.
Fix a date of the campaign to aggregate the people of village in that area.
Through motivational speeches, he will speak positively about the cause to raise awareness.
Primary/High School Headmasters, Homeopathic Doctors, Wealthy Land Owners etc.
They will have an awareness raising discussion in the courtyards of each respective family.
A group of 10-12 students will address each village to create awareness.
“BONDHUSHOBHA” of Prothom-Alo will be affiliated to work here.They will volunteer and organize the entire campaign structure and personally enhance awareness.Their benefit: 1)They will get a national social welfare certificate. 2)They will get educational scholarships. 3)Suitable amount of money.
1
RURAL CAMPAIGN
11 321
Moncho Natok and Jatra
A highly effective means to grab the attention of the villagers.
The main purpose of Dhulis will be to spread the message of the campaign in a rythmic musical mode.
Religious institutions(mosque, temple, church, pagoda) can influence villagers largely.
Dhulis Religious Factors
The content of the Moncho Natok and Jatra will be based on ‘elder abuse’ and it’s detrimental impact.
The prime aim is to eradicate this problem through creating awareness.
Dhulis will play Dhols in front of various tea stalls of villages and convey the message.
Because, a perception exists that once a message is discussed in the ‘tea stalls’ of a village, it spreads throughout the village in no time.
Imams of mosques can render information about the immoral sides of elder abuse from religious perspective.
This will certainly connect an emotional and sentimental linkage to stand against elder abuse.
1 2 3
RURAL CAMPAIGN
and REACH
Direct reach
Indirect reach
25000
100000
EXTENSIVE PROMOTIONS TVC CONCEPT
• Positively EmotionalAdvertising Appeal• Slice of LifeExecution Style
Son gets to know his
father’s dream of having a car.
Son tells his father that his dreams would come true one
day.
Father sacrifices his dreams and
brings up his son with all he has.
Son grows up, becomes
established and turns his father
dream into reality by buying
him a car.
Message: Right from our birth, our parents and relatives made many sacrifices just to fulfill our dreams and wishes. Its our SACRED DUTY to love them, take care of them and keep them happy when they are old. We should always keep in mind the sacrifices they have done for us and assure their wishes come true because… Their Present is our Future!
URBAN
PROMOTIONS
PRIMARY SCHOOL ACTIVATION
BILL BOARDS
NEWSPAPER ADS
ENGAGEMENT OF BD CYCLISTS
11
4
3
2
COMMUNITY DISTRIBUTING STORYBOOKS
STORYBOOKS WITH 2-3 INTERESTING
STORIES OF PARENTS WITH PICTURES FOR
CHILDREN DISTRIBUTED FOR FREE
CREATIVE BILLBOARDS IN DENSE AREAS
CREATIVE PRINT ADS
AWARNESS EVENT THROUGH THEY
WEARING CAMPAIGN TSHIRT
* SAMPLE CREATIVES OF PRINT ADS, BILL BOARDS GIVEN IN AFTER SLIDES
SAMPLE
DISPLAYSআজকের তারা, আগামীর
আমরা
GOES WITH THE CAMPAIGN
HAS SIMPLE MEANING
EASY TO REMEMBER
CAPTURES ATTENTION
SIMPLE MESSAGE
HUGE INDIRECT REACH
REGULAR AWARENESS
আমরা েখকনা কেউই জানক া না এে মকু া হাসির জনয আমাকের া া-মা সে েকরন... মকন করকখা, আজকের তারা, আগামীর আমরা!
আজকের তারা, আগামীর আমরা….
SCHEDULING
SECOND 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)
RURAL -•Miking•Tea-stall conversations•Jatra•Dhuli•Uthan Boithok
RURAL -•Miking•Tea-stall• Jatra• MonchoNatok• DhuliDiscussions in Mosques• Uthan Boithok
URBAN-•Print Ads•TVC•RDC
RURAL-•Jatra• Monch Natok• Dhuli• Uthan Boithok
URBAN-•Bill-boards•Print Advertisements•BondhusobhaCampaign
RURAL-•Tea-stall conversations• MonchoNatok• Dhuli• Discussions in Mosques• Uthan Boithok
URBAN-•TVC•RDC•Bill-boards•BD Cyclists
RURAL-
JatraDhuliDiscussions in MosquesTea-Stall conversationsUthan Boithok
URBAN-•Bill-boards•Print Advertisements•BondhushobhaCampaign
RURAL-•Dhuli•Moncho Natok•Jatra•Uthan Boithok•Discussion is mosques
URBAN-•TVC•RDC•Bill-boards•Print Advertisements•BD Cyclists
Total Campaign
Cost is the
Summation of all
Total ATL and
Total BTL Cost in
Red Marks
Break-down of the cost TOTAL
ATL
TVC Advertising + Exposure for 3 months 2500000 + 2500000 x 3 1 00 000 00
Print Advertising and others (Newspaper, Cinema Hall posters etc) 20 00000
RDC Advertising + 3 months exposure 30000 + 500000 x 3 15 30 000
Bill-boards 70 000 x 10 x 10 70 000 00
Total ATL Cost 2,05,30,000
BTL:
For 1 village:
Miking 1500 x 3 4 500
Representative Expenses for 10 volenteers 600 x 10 6 000
For 3 days campaign: 6000x3 18000
Stage(Moncho Natok) and Activation10000
Miscellaneous 2 500
TOTAL for 1 village 35 000
We’re targeting all the upazillas of Bangladesh(488 as per statistics). So total activation cost here:
35 000 x 488 17080000
Now we target and apply similar activation as above in the most densely populated 1000 villages of Bangladesh as per
statistics report to convey message: For 1 village we’re considering again BDT 35000 as per
aforementioned calculation shown
Total cost for 250 villages 1000x 35000 35000000
Total BTL Cost 5,20,80,000
Total Campaign Cost7,26,10,0007,26,10,000
TOTALBDT
7,26,10,000
BUDGET
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