Fistula foundation guerrilla campaign
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This presentation is a marketing strategy created to promote awareness for The Fistula Foundation and ultimately drive people to donate via the website. ...

This presentation is a marketing strategy created to promote awareness for The Fistula Foundation and ultimately drive people to donate via the website.

This presentation includes a brief introduction to obstetric fistula, category analysis, consumer trends, value proposition, the creative brief, the campaign, and suggested media.

The campaign is designed to explain to people the facts about a woman’s life when she is suffering from obstetric fistula by mimicking what physically happens to her when she is deprived of treatment.

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Fistula foundation guerrilla campaign Presentation Transcript

  • 1. The Fistula Foundation Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 2. Contents Assignment Brief Value Proposition Introduction The Creative Brief Category Analysis The Campaign Consumer Trends Suggested Media Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 3. Brief To position and market a website. Rather than creating your own Web site, you should choose an existing one. This could be anything from a local newspaper to a travel site to a not-for-profit organization to an e-commerce store to a poker site - your choice. The site is coming to you for some marketing, positioning, and advertising help. Ultimately, all that you need to do is drive qualified new customers to the site. Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 4. Introduction Poor healthcare in undeveloped and war zone countries often leads to unnecessary tragedy. Many people suffer from curable diseases and preventative injuries, but are often left untreated. Women in particular are vulnerable to childbirth related injuries and diseases. They are often left to suffer for a lifetime of pain, isolation and shame. Obstetric fistula is a particular childbirth injury that affects half a million women. This number grows by approximately 30,000 to 50,000 every year. Obstetric fistula most commonly occurs among women who give birth without access to medical help during childbirth. If a woman’s labor becomes obstructed, she could remain in excruciating pain for days before her baby is finally dislodged. As a result, a woman with fistula is too often rejected by her husband and pushed out of her village due to her foul smell. Her baby likely dies and she is often left with an obstetric fistula, a small hole created by constant pressure from the fetus, which leaves her with no control over urination and / or defecation. Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 5. Category Analysis In this day and age, undeveloped countries with poor medical care depend more on and more on NGOs and international support groups than ever before. Without this support (much of the time coming in from other countries) people will inevitably be worse off than they already are, death rates will rise, survival rates will decline. Having said that, it still doesn’t seem to be enough. In the case of obstetric fistula, of every 50,000 women in need of treatment, only 16,000 are treated yearly. Source: http://www.fistulafoundation.org/what-is-fistula/ This means there is still a huge number of women in need of treatment and doesn't have access to it. There are several organisations that raise funds and awareness for the treatment of fistula mainly in Africa. Freedom From Fistula Foundation, West Africa Fistula Foundation, The Addis Ababa Fistula Hospital which was cofounded by the infamous Dr. Catherine Hamlin) just to name a few. The Fistula Foundation funds more fistula repair surgeries globally than any other nonprofit not taking government funding. Their work is a global effort that treats women in more than 20 countries in Africa and Asia. Although the NGO industry is changing the lives of many in need for the better, there is still further room for improvement and a continuous need for influx of funding and donations. Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 6. Consumer Trends With life on the go and people only having time to think about themselves and their problems many people feel guilty that they don’t spend time or money or energy in making a difference in the world. By nature, a lot of people want to do good and want to feel that they have at least done their part in making the world a better place. People seek experiences that deepen their own lives and perspectives. Many people will say yes to supporting causes like obstetric fistula but might not really know much about it or how to support it. If shown the cause - if shown the effects and the outcome of support, many people will contribute to the cause of fistula treatment. They just need to be shown how. Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 7. Value Proposition Fistula Foundation does one thing and does it well: treat obstetric fistula. The foundation works with stellar partners in the field, and host of organisations and corporations that bring invaluable knowledge, expertise and even funding to the table. The Fistula Foundation’s reach and operation in many African countries and Asia including Bangladesh and Afghanistan allows for resourceful approaches to tackle obstacles. For example funding the deployment of motorcycle ambulances in Senegal to navigate patients to care facilities quickly. In partnership with Direct Relief and UNFPA, the foundation funded the development of the world’s first Global Fistula Map, the single most comprehensive source for understanding worldwide availability of treatment for women living with obstetric fistula. In short, both donations and patients are in well experienced, knowledgeable and honest hands. More on the foundation’s approach at http:// www.fistulafoundation.org/aboutus/our-approach/ Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 8. The Creative Brief Why Are We Advertising? To create awareness about fistula and drive people to donate on the website. Who Are We Talking To? People who would like to do good in the world and feel satisfied by contributing towards a good cause. These groups may include: Parents and family members (mums and dads who have children themselves). Young professionals who are thankful for the life they have and wish to help others. Anyone who feels they can make a difference for the better but doesn’t necessarily know how. What Do They Currently Think? Many of them may not know about fistula and generally do not know how they can contribute. Why Should They Believe It? The Fistula Foundation has put together the stories of real women pre and post treatment. Hearing their stories, seeing how contributions make a difference and going on a selfless journey to help these woman are all evident and provided by the foundation. What Would We Like Them to Think? By donating to The Fistula Foundation i can help change the lives of real women who are suffering unnecessarily. Are There Any Creative Guidelines? Tone of voice should be true to brand positioning. Informative, truthful, factual and emotional. Simple and effective in its presentation. Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 9. The Campaign The aim of this campaign is firstly create awareness about obstetric fistula, and have people take action, then and there. The campaign is designed to explain to people the facts about a woman’s life when she is suffering from obstetric fistula by mimicking what physically happens to her when she is deprived of treatment. Call to action is emotional. It mentions “Dignity” - which is precisely what is stripped away from these suffering women. One must take into consideration that advertising is probably one of the foundation’s least priorities. These drops resemble the what obstetric fistula does to women it leaves them unable to control urination and / or defecation. Looking for a cost effective solution that can target as many people as possible called for a guerrilla campaign. A campaign that can reach people wherever they are - as they get on with their everyday lives. Using these stickers in public places will give voice to suffering women, by projecting their presence and grief into our surroundings. Low cost transparent stickers that are designed to look like a drop of liquid carries a message for people to read. The feeling one should get by interacting with this campaign is one of responsibility and sympathy to those who need treatment. A sense of dignity both to the women awaiting treatment and the donators. Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 10. Academy of Arts University Academy of Art Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 11. Academy of Arts University Academy of Art Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 12. Academy of Arts University Academy of Art Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 13. Message Exploration Messages developed for both informative and emotional purposes work together to get people to donate. Some examples: Half a million women suffer from obstetric fistula. Obstetric fistula is the most devastating and serious of all childbirth injuries. You can help. Donate at www.fistulafoundation.org Help a sister get treatment. Donate at www.fistulafoundation.org Women with obstetric fistula are pushed out of their village due to their foul smell. Help restore their dignity. Donate at www.fistulafoundation.org Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 14. Suggested Media Public transportation (buses, trains, taxis) Professional spaces (elevators, office buildings) Public spaces (sidewalks, parks, malls, supermarkets, cafes, restaurant / clubs bathrooms) Ephemera (ie: coasters used in cafes and bars, t-shirts) Educational spaces (schools, universities) Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 15. Taxi Interiors During a taxi ride, people will have the time to read and hopefully make an donation on their phone then and there. Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 16. Public Transport Many of people read, stare into space or watch other people on a subway ride. People might even be reluctant to sit on what looks like a stain, but a closer look and one will find a powerful message. Academy of Arts University Academy of Art Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 17. Public Transport How would you feel if you got up and your seat had a stain? Would you feel embarrassed? ashamed? try to hide it? Perhaps a glimpse how women suffering from fistula feel everyday. Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 18. Park Benches Many women sit on a park bench while their children play. Would they perhaps understand how it feels if this stain was a result of a woman (with fistula) sitting next to them on the bench? A right time to read the message on the sticker and make a donation. Academy of Arts University Academy of Art Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 19. Help restore their dignity. Donate at www.fistulafoundation.org Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13
  • 20. Thank you. Academy of Art University Nermin Hanna / 02812621 ADV 600 - Strategic Thinking FInal Project 15/12/13