Sexual Education Campaign:
           Proposal
                  Creating Awareness Among Parents




                    ...
Sexual Education Campaign: Proposal Spring 2010

                                              Table of Contents
   I.   I...
Sexual Education Campaign: Proposal Spring 2010

                                           I.    Introduction


A. Reason...
Sexual Education Campaign: Proposal Spring 2010

                               II.    Proposed Creative Strategy

A. Appr...
Sexual Education Campaign: Proposal Spring 2010
The other appeal we will use is the Black & White Fallacy in this advertis...
Sexual Education Campaign: Proposal Spring 2010
   announce the importance of sexual health. By using PSA’s we will inform...
Sexual Education Campaign: Proposal Spring 2010

                                  The revolution of the new media

As fur...
Sexual Education Campaign: Proposal Spring 2010




As knowing that the Facebook is best and most effective marketing medi...
Sexual Education Campaign: Proposal Spring 2010

  After testing the effectiveness of the new media, we decided that using...
Sexual Education Campaign: Proposal Spring 2010

                                        III.    Background


A. Backgroun...
Sexual Education Campaign: Proposal Spring 2010
B. Campaign Climate

                                                     ...
Sexual Education Campaign: Proposal Spring 2010
 sexual related problems lead by ignorance and societal pressure. There we...
Sexual Education Campaign: Proposal Spring 2010
C. Evaluation of Current Campaigns

   During the preparation of our topic...
Sexual Education Campaign: Proposal Spring 2010



Goals          Government must provide            To address pressing s...
Sexual Education Campaign: Proposal Spring 2010

                                  IV.     Campaign Objectives
A. Campaign...
Sexual Education Campaign: Proposal Spring 2010
C. Communication Objectives



             Create primary awareness among...
Sexual Education Campaign: Proposal Spring 2010

                                            V. Who are we Talking to


  ...
Sexual Education Campaign: Proposal Spring 2010


                  Interests
       Healthy Family
       Happy Family
...
Sexual Education Campaign: Proposal Spring 2010
C. Main Responses

Our audience knows that their kids are exposed to impro...
Sexual Education Campaign: Proposal Spring 2010

                               VI.     Developing the Message

Our messag...
Sexual Education Campaign: Proposal Spring 2010
   Public Service Announcements (Preliminary scripts)

Subject: Sexual Hea...
Sexual Education Campaign: Proposal Spring 2010
Subject: Sexual Health Education

Title: Medical View

Length: 30 Seconds
...
Sexual Education Campaign: Proposal Spring 2010
   TV Advertising (Preliminary storyboards)


Title: New Definition of Sex...
Sexual Education Campaign: Proposal Spring 2010
Title: Unreliable Sources
                                                ...
Sexual Education Campaign: Proposal Spring 2010
TV Series (Preliminary scripts)

Script (I)
Title: Not because we are rais...
Sexual Education Campaign: Proposal Spring 2010


A. Elements of Execution
     i. Casting

        Our cast will be publi...
Sexual Education Campaign: Proposal Spring 2010
        ii. Location

            We will shoot our ads at

            pl...
Sexual Education Campaign: Proposal Spring 2010

                                        VII. References



Ambekar, A. (2...
Sexual Education Campaign: Proposal Spring 2010

                                        VIII. Appendix

                 ...
Sexual Education Campaign: Proposal Spring 2010
4. Publics (Stakeholders)
        Others serving the population: Media, d...
Sexual Education Campaign: Proposal Spring 2010

                                     Research Findings


                ...
Sexual Education Campaign: Proposal Spring 2010
Poll 1:




                                                         *http...
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Transcript of "Sexual Education Campaign Proposal"

  1. 1. Sexual Education Campaign: Proposal Creating Awareness Among Parents Submitted by: Nehal Hesham Supervised by: Dr. Heba El-Gaml May 2010
  2. 2. Sexual Education Campaign: Proposal Spring 2010 Table of Contents I. Introduction ------------------------------------------------------------------------------------------3 A. Reasons for Choosing the Topic B. Overview C. Significance of the Problem II. Proposed Creative Strategy----------------------------------------------------------------------4-9 A. Approach of the Campaign B. Appeal C. Tactics D. Media III. Background --------------------------------------------------------------------------------------10-14 A. Background Information B. Campaign Climate C. Evolution of Current Campaigns IV. Campaign Objectives----------------------------------------------------------------------------15-16 A. Campaign Goals B. Objectives C. Communication Objectives V. Who are we Talking to--------------------------------------------------------------------------17-19 A. Target Audience B. Target Preference C. Main Responses VI. Developing The messages-----------------------------------------------------------------------20-27 A. Ideas of Execution B. Elements of Execution i. Casting ii. Location C. Media VII. References-----------------------------------------------------------------------------------------------28 VIII. Appendix---------------------------------------------------------------------------------------------29-32 Page 2 of 32
  3. 3. Sexual Education Campaign: Proposal Spring 2010 I. Introduction A. Reasons for Choosing the topic The misconception of sexual education and how it should be conducted caused lots of complications in our society. The believe that sexual health education is religiously restricted, and is considered to be a taboo is what our culture is all about. There are highly educated people, even doctors, who have inaccurate information about sexual and reproductive health. Choosing this topic is to demolish these misconceptions and create a high level of awareness, on how sexual health issues should be treated, by clearly informing the public that sexual education is not only about intimate relationships, it also contains self hygiene, body respect/appreciation along with sexual relations and how to act properly upon them. B. Overview In order to save the upcoming generations from the complications and misconceptions we will tackle the issue from the roots, and create awareness among parents. Our campaign is going to clarify to parents the importance of discussing sexual health issues with their kids by portraying all the problems their kids might face if they weren’t properly educated about sexual issues. C. Significance of the Problem As for our topic we have two problems, the major problem we are facing is the misconception our target audience have about sexual health education. The other problem our audience are facing are the fact that they are not aware with the complications sexual education can cause. Page 3 of 32
  4. 4. Sexual Education Campaign: Proposal Spring 2010 II. Proposed Creative Strategy A. Approach of the Campaign As for our campaign we have two major goals, which are correcting the misconception publics might have about sexual health education. As well as informing them of the problems that might be caused if sexual health information was improperly obtained. In order to achieve our goals we will set the media agenda, by providing appropriate information and ads, and assuring them that sexual health education can be portrayed properly in the media. Beside’s that we have to aware the parenthood sector at our community to discuss sexual health information with their kids that will be done through interactive and direct marketing, PR and Advertising. We have to prevent the complications caused by sexual health in the upcoming generations so we can provide them with a healthy happy life. We are promoting for the benefits of the behavior change by stressing on the product, price and place. Still we are not selling a feature we are promoting for a healthy lifestyle. B. Appeal We are mainly going to stress on the emotional side of our target, so we will use the social appeal, which is one of the types of the emotional appeal. The social appeal is a set of social factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval. (Belch & Belch, 2002). We will also use the play on words appeal also make effective use of catch phrases to convey the message. Such appeals help in brand recognition. (Ambekar, 2009). By using these two appeals we will stress on the emotional part of our target and let them act upon our message by previewing the problems and misery their kids might face. Page 4 of 32
  5. 5. Sexual Education Campaign: Proposal Spring 2010 The other appeal we will use is the Black & White Fallacy in this advertising appeal, only two choices are presented before the audiences, thus compelling them to buy the product being advertised. By using this appeal we will stress on the fact that you can easily not discuss sexual issues with your kids, and then demonstrate the problems they are going to face if they didn’t, and leave them with one choice, which is discussing sexual health issues with their kids. By implanting the three former appeals we will create an association which will help the consumer to perceive our issue as providing the means to the desired outcome. C. Tactics Creative Strategy Statement Discussing sexual issues with your children will prevent themthem form receiving Discussing sexual issues with your children will prevent form receiving improper information form improper sources, and it will and it will prevent any complications improper information form improper sources, prevent any complications that might affect their sexual health and thus their lives. that might affect their sexual health and thus their lives. Strategy  Start with intensive PSA’s during the first launch of the campaign  Advertise heavily by below and above the line advertising after the campaign launch  Create Short TV documentary like Series  Conduct a PR event to promote for the campaign, and get use of the press and media to cover  Promote by interactive and direct marketing (New Media) Implementation tactics  We will start our campaign with intensive PSA’s, in the radio, TV and Newspapers, by portraying famous figures in Egypt , perhaps maybe an religious figure like Prof. Amr Khaled or Moaaz Massoud. We will also use medical figures like Dr. Heba Kottb to Page 5 of 32
  6. 6. Sexual Education Campaign: Proposal Spring 2010 announce the importance of sexual health. By using PSA’s we will inform the public about the campaign and the issue its tackling.  We will conduct TVC’s and Billboard Ads, our TV ads will be on MBC 4, during the Oprah Winfery show, and on ESC and Channel 2 During “Masr El Nahrda”. As well as Dream TV during “El Ashera Masa2an” and on Mehwar TV during “90 Minutes”. We choose these TV channels and these programs in particular cause it is must viewed by our target, plus it reflects their life style. Billboards will be placed on 6th of October bridge and on El Mehwar, due to the high viewership rate at these places.  The second phase will be a sequence of TV documentary like series, to portray the lives of youth and what they might be facing at that time. We will use Egyptian TV Channels like Nile Network, Channel 2, Mehwar and Dream.  Flyers and print ads are to create awareness among publics and this is exactly what we want to do, we will place these flyers in Al-Ahram Daily newspaper as it’s the most viewed newspaper. We will also place them at social clubs, shopping malls and surly at hospitals and clinics. As for the print ads we will use medical and social magazines and place them at the health section in Al-Ahram Newspaper.  As publicity is a very important fact we will launch an event promoting for our campaign and promoting for the importance of Sexual education among parents and their kids. This event will spread WOM, and it will aware the media. The event will take place at a huge social club, Gezira or Shooting Club, and El-Sawy Cultural Wheel it will be full of important information about sexual health and speeches by leading figures in sexual education and even religious figures. Page 6 of 32
  7. 7. Sexual Education Campaign: Proposal Spring 2010 The revolution of the new media As further as our research went we conducted a research based only on the new media which is the internet it was found to be very successful, and due to that we learned that using new media will be so effective with our target audience Facebook Group supporting our campaign and it was a very important vehicle for our research, the group turned out to be very effective as we reached 70 members in a week, and still we are tackling a controversial issue. Through our Facebook group we promoted for our online polls as we had to very important polls, one that collected 37 votes in 5 days, and the other which collected 101 votes in 2 weeks. Page 7 of 32
  8. 8. Sexual Education Campaign: Proposal Spring 2010 As knowing that the Facebook is best and most effective marketing medium, we had to check if this assumption is true or not, we posted links to our polls, online surveys and Facebook group, on related Facebook groups. We used one of the leading websites for online surveys, which is SurveyMonkey.com, and after posting the survey links on related Facebook groups and related forums and blogs, we managed to gather over 40 surveys in 5 days. We also managed to create a blog on Google Blogspots http://sexual-ed-campaign.blogspot.com/. Page 8 of 32
  9. 9. Sexual Education Campaign: Proposal Spring 2010 After testing the effectiveness of the new media, we decided that using the internet will be an important factor of our campaign, due to that we agreed on the following:  The most important part of our campaign is Internet/Interactive, we will design a detailed informative website explaining what sexual education should be like, and explaining its complications, as well as having an inquiry section, so parents can ask about anything they want, like anything that might be worrying them about their kids.  We won’t neglect E-Marketing as it will be one of the most important tools we will use, we will create a Facebook group, to achieve the highest amount of campaign supporters, then we will start posting website and Facebook links on Facebook groups, blogs and forums discussing the same or relevant issues. As well as targeting parents online community. One of the major thing we sure won’t neglect is search engine optimization, so if any one is searching about our campaign, our website will appear at the top of online search. D. Media As stated in our tactics, the media we are going to use are mainly, TV, Billboards, Flyers, Print Ads and radio. Our ad spots will be during the four quarters of the year. On the first half of the first quarter we will launch PSA’s in radio, TV and Billboards. During the other half we will start distributing flyers. On the second quarter we will end the PSA’s and we will place 4 consistent TV Ads, on different media channels as stated in our tactics. On the third quarter we will use intensive interactive Marketing, along with short TV documentary like series. During the fourth quarter we will re-launch our TV ads and we will insert print ads in magazines, to keep people aware of our tackled issue, and to enforce our topic and for people to take an action we will launch an event promoting for the importance of discussing sexual health information. These events will take place at el Gezira and shooting club and as well as El-Sawy Cultural Wheel. Page 9 of 32
  10. 10. Sexual Education Campaign: Proposal Spring 2010 III. Background A. Background Information A study declares that 80% of divorces in the Arab world are due to sexual problems brought on by ignorance and societal pressure. (El-Maged, 2009). "Many women know nothing about their bodies, not to mention sex, and they were raised to believe sex is for men and a dirty thing," (Kottb, 2009). So what we can come out from these studies is that, the lack of sexual education and improper information can lead to many complications in the marriage life. The complications that occur in marriage life is not the only problem caused by the lack of sexual education. The lack of sexual education, can lead to sexual harassment, extra marital activities and puberty complications. Parents, were raised on the same fake ideas from our society’s creation, And because the scientific information is still weak or confused despite the experience of passing through marriage, They still can't discuss such issues with their kids or even discuss their own sexual problems, they live with the problems for years until they explode. I believe that parents will be the best in educating their kids about sexual issue. (Badran, 2010) Sexual education should start with birth, For Example when the kid's two years old the mother must focus on his privacy & his sexual ID Like trying not to change their clothes in front of anyone and teaching him gently to close the bathroom door when he uses it and sometimes closes it for him in a nice way and telling him that it's not acceptable to leave it opened. The main idea is to develop a campaign to convince parents to discuss sexual health with their kids, its either parents or they will get improper information, and will face lots of complications when they grow up. Page 10 of 32
  11. 11. Sexual Education Campaign: Proposal Spring 2010 B. Campaign Climate Egypt is known to be a non-secular conservative country. Due to cultural and social restrictions, many parents are not comfortable with educating their children about sexual health which may often cause misguidance and confusion among the youth. Sexual health education is in fact very necessary because it can affect people's lives both Daily News Article discussing Dr. Heba Kottb’s show socially and psychologically. Despite that, sexual education continues to be a subject of negligence in our society where it is not validated as a real issue. One of the main complications in our campaign is that parents have been raised with a misconception about sexual health education, due to factors such as religion and cultural barriers. However, to prove the importance of this issue, a study was conducted that showed that 80% of divorced in the Al-Ahram Weekly, Article by Fatemah Farag, Discussing the lack of sexual Arab world are a direct cause of education in our culture and the need for the awareness of parents Page 11 of 32
  12. 12. Sexual Education Campaign: Proposal Spring 2010 sexual related problems lead by ignorance and societal pressure. There were a few attempts to promote sexual health education but they were opposed by influential religious institutes in the country. Dr. Heba el Kottb has introduced the concept of sexual health education into the Arab media throughout the past three years. Her key message was to stress on the importance of sexual health education, highlighting its benefits in terms of self hygiene, body respect/ appreciation, and relationships. She tackled those issues combining both science and religious aspects of it. Even though it was a break through, it was still a subject of controversy on a large scale. After Kottb initiated the discussion in sexual issues a lot of people followed her example and started in tackling sexual issues in media. A lot of TV programs is discussing this issue, a lot of radio programs are starting in discussing the concept of sexual education and whether it’s appropriate or inappropriate. A shift has been *A Website for the Pan Arab Society for Sexual Medicine, found by Dr. Tarek Anis and lead by a variety of specialized doctors made in media in the past couple of years, so we have to take full advantage of this shift and set the agenda for the media, and convince them that the portraying of sexual health issues is normal. *An awareness campaign launched by the PASSM, in Egypt in September 2009 Page 12 of 32
  13. 13. Sexual Education Campaign: Proposal Spring 2010 C. Evaluation of Current Campaigns During the preparation of our topic, we reviewed 3 campaigns concerning sexual and reproductive knowledge. These campaigns were 15 & Counting, Think: Sexual Health and Sex worth Talking about. The analysis of these campaigns were based on 6 main categories; Key Messages,, Target Audience, Campaign Strategy,, Campaign Components, and Outcomes. The analysis of these campaigns helped us in understanding which is the better message and media to use. We found lots of resemblance between what we are aiming to do and what was done in these campaigns and that helped us to look at the bigger picture. The similarity between our campaign and the analyzed campaigns was the key message of discussing sexual education openly. As for the target audience we resembled the Sex worth Talking About Campaign which targeted, youth form ages 16-24 and their parents. It’s true that we are only aiming for parents, but our campaign is to benefit kids and youth as well. About 15 & Counting Campaign which urged the government to provide sexual and reproductive health for youth, it failed to convey its message caused it didn’t put into consideration cultural and religious restrictions. We did value the campaign strategy of Think: Sexual Health campaign, because it reflected the life of its audience and connected its target audience with its message. What were also of value is the components used in that campaign, the used PSA’s TV Series, Interactive and promotion1 Please see appendix for the Campaigns full Critical Review Page 13 of 32
  14. 14. Sexual Education Campaign: Proposal Spring 2010 Goals Government must provide To address pressing sexual Promote more and open better access to sexual and health issues facing young discussions sexual reproductive health services people in the U.S, by leading relationships and and information for all young the way in using new media contraptions among people to increase wellbeing. strategies to reach young teenagers and their parents. . people with critical health information. Key Messages (1): sexuality and relationships Sexual Health: sexually active (1): increase young people are important issues in the adolescents and young adults awareness of the different lives of young people; they have a high risk for acquiring type of contraceptives, and need and want accurate and STD’s remind them that they won’t accessible information to make be protected form STD’s decisions about their unless they use a condom. wellbeing. (2): urges the government to (2): provide people with take an action by 2015, to more information about the provide better access to sexual worst STD which is and reproductive health Chlamydia. services among young people. (SexWorthTalkingAbout, (Promote ICPD goals) 2009) Target sexual and non-sexually active Sexual active youth from ages Sex worth Talking About: women and young people 13-24. youth form ages 16-24, and living in developing countries their parents. Components Flyers, Billboards, PR, PSA’S, Website, TV Series & Billboards, Flyers, Website Website Promotions. & PR Outcomes 181,818 people have signed 450,000 distributed succeeded in decreasing the the petition. informational guides, under 18 contraception rate 1.2 million calls to the toll-free of 10.7 % (1998-2007) with telephone hotlines and more than some areas showing declines 100 million viewers to its over 25%, which is almost documentaries. It is safe to say half of the targeted goal for that the campaign was rather successful. Studies showed that 2010. two out of three campaign viewers are more likely to use condoms, talk to their partners about safer sex and get tested for HIV. Page 14 of 32
  15. 15. Sexual Education Campaign: Proposal Spring 2010 IV. Campaign Objectives A. Campaign Goals Correct the misconception the public have about sexual education. Clarify that sexual education is not only about sexual relations Aware parents/potential parents about the importance of discussing sexual health with their kids Aware parents/potential parents about the problems their kids might face if they weren’t sexually educated Set the media agenda, by emphasizing on the fact that sexual education is appropriate to discuss. B. Objectives Publicize against the misconceptions parents/potential parents might have about sexual education, through seminars and event and PSA’s by the end of May 2011. (Measured by post campaign testing) Advertize for the importance and problems of sexual education, through above the line & below the line advertising by the end of 2012 (Measured by post campaign testing) Use direct and interactive marketing to attain maximum awareness and maximum audience by the end of 2012 (Measured by post campaign testing) Achieve the maximum rate of awareness among the parenthood market, by using public and community relations by the end of 2012. (Measured by post campaign testing) Page 15 of 32
  16. 16. Sexual Education Campaign: Proposal Spring 2010 C. Communication Objectives Create primary awareness among the parenthood sector in our community, with PSA’s Induce a basic level of motivation among parents and potential parents, to take an action towards their kids and start discussing sexual health with them. Establish high level of awareness among the parent hood sector, by using intensive a advertising, direct & Interactive marketing. Creating at least minimal acceptance of proper sexual health education among media, government & society2. 2 Please See appendix for social Marketing Mix Page 16 of 32
  17. 17. Sexual Education Campaign: Proposal Spring 2010 V. Who are we Talking to A. Target Audience Demographics Prospects Gender Age Marital Income Family Education Social Class Statues Size Parents & Males & 25 & Married Medium-high Big or Medium-high Upper- Potential Females above Widowed small Middle Parents Divorced families 3+ Psychographics After conducting a VALS survey (Value Attitude & lifestyle), most of our audience have fallen under two main categories: Thinkers Achievers  Motivated by ideals.  Motivated by the desire for achievement  Mature,  have goal-oriented lifestyles and a deep  Satisfied, commitment to career and family  Comfortable,  Their social lives reflect this focus and are  Value order, knowledge, and responsibility. structured around family, their place of  Well educated worship, and work  Actively seek out information in the decision-making  politically conservative, process.  Well-informed about world and national events  respect authority  Alert to opportunities to broaden their knowledge.  active in the consumer marketplace  Moderate respect for institutions of authority  they favor established, prestige products  Their incomes allow them many choices, and services that demonstrate success to  Conservative, practical consumers their peers Page 17 of 32
  18. 18. Sexual Education Campaign: Proposal Spring 2010 Interests  Healthy Family  Happy Family  Family Vacations  Family Outings  Wide variety of activities  Reading  Shopping  Sports  Shopping  Social Clubs  Cultural Activities & gatherings .3 B. Target Preferences Our target audience will be parents, and potential parents who are family oriented and they are caring about the health of their children. After conducting our research, we found out that there are a lot of educated parents, who don’t discuss sexual issues with their kids. “It’s not something that I can easily discuss with my daughter and when she got married and I had to talk to her, it was an awkward talk and I couldn’t tell her anything” stated one of our interviewees. We found out that our audience don’t prefer talking to their kids about sexual issues and some of them talk when they have to, but the others don’t talk at all. Most of them Responses from the online poll done by the group don’t prefer sexual education to be taught at schools nor media, they feel that it is unsafe and their kids might hear something improper. Most of our audience preferred that they should talk to their kids but due to the misconception they felt very awkward talking to them. 3 Please see Appendix for research findings Page 18 of 32
  19. 19. Sexual Education Campaign: Proposal Spring 2010 C. Main Responses Our audience knows that their kids are exposed to improper information, but still they are not motivated to take an action. They are not aware of the problems sexual education might cause and they don’t believe that sexual education deals with things other then sexual relations, due to their misconceptions. When we asked them about the proper ways to deliver our message, they said that they don’t know how it will be like; it will be something new to get exposed to. They have no expectations, a minimum number of them are willing to talk to their kids, but they just don’t know how and what they should talk about. Parents know that their kids receive improper information from, TV. Internet, Magazines and from their peers, but they just don’t know how to deal with all of that. Page 19 of 32
  20. 20. Sexual Education Campaign: Proposal Spring 2010 VI. Developing the Message Our message is based on two main pillars: 1. Correct the misconception people have about sexual education and sexual health 2. Aware parents about the problems their kids might have if they weren’t properly sexual educated and if they weren’t sexually educated at all. Key Insight Parents are suffering from misconceptions about what sexual education should be like. Key Action A campaign will aware our audience about the problems caused by the lack sexual and correct their misconceptions about sexual education. Ideas of Execution The execution styles our ads are going to take will be a combination between testimonials, personality symbol and dramatization. Our campaign will be divided into three parts PSA’s, Ads and short TV Series. Page 20 of 32
  21. 21. Sexual Education Campaign: Proposal Spring 2010 Public Service Announcements (Preliminary scripts) Subject: Sexual Health Education Title: Family View Length: 30 Seconds Video Audio Scene A veiled old lady standing at a I taught my kids how to take care of their sexual 1 garden while smiling, while health, and I also taught them how to deal with looking at the camera improper information they receive Scene (A screen showing her kids with Now my boys are grown up men with big 2 their happy families). happy families, and they will raise their kids the same way I raised them Scene She looks back at the camera you too should take care of your family and talk 3 to your kids about sexual health information Scene Sexual education- Think About it 4 . Then a white screen appears, with copywriting Subject: Sexual Health Education Title: Religious View Length: 30 Seconds Video Audio Scene A religious figure (Moaaz Kids running and playing and screaming 1 Massoud) standing at a club with kids running around, Scene he is looking at the kids and We have to learn how to protect them from all 2 then looking at the camera, the complications they face in life, because we love them we will always wish them the best. Do you know that your kids are exposed to improper sexual information everyday? Scene Walking around and interacting The stakes have never been higher, be the first to 3 with kids talk to your kids about sexual health and prevent them from receiving improper information that might harm them. Scene White screen appears Sexual education- Think About it 4 Page 21 of 32
  22. 22. Sexual Education Campaign: Proposal Spring 2010 Subject: Sexual Health Education Title: Medical View Length: 30 Seconds Video Audio Scene A doctor (Preferably Heba Kottb) standing Do you know what is sexual education? Let me 1 with a white background behind her. The tell you something sexual education is not only doctor is looking at the camera about intimate relations, it is a huge matter, but let me sum it up in few sentences, Scene She starts talking about what sexual sexual education is teaching our youth to 1. Take 2 education is and the points she is saying care of their hygiene 2. Take care of their sexual shows on the screen beside her. ID 3. Respect their bodies 4. Appreciate their bodies. Scene Sexual education- Think About it 3 White screen appears with the copywriting. Subject: Sexual Health Education Title: Medical View Length: 30 Seconds Video Audio Scene A school principle or a teacher Do you know how many problems we deal with 1 standing at the school playground every day, do you know how endangered your kids might be? Scene She interacts with the kids Our role won’t be enough, we need you to discuss 2 sexual health issues with your kids, and preventing from falling into sever complications, teach your kids about sexual health its not wrong, it should be normal. Scene Sexual education- Think About it 3 White screen appears with the copywriting. Page 22 of 32
  23. 23. Sexual Education Campaign: Proposal Spring 2010 TV Advertising (Preliminary storyboards) Title: New Definition of Sexual Education (Campaign Sexual Education=?) Ad (I) Shot Description Visual Sketch 1 A school full of kids and a teacher standing 2 three 10 years old girls come running to her while they are crying, Audio: A boy in our class took of his pants 3 close up on the teachers face with a series astonished look and the camera freeze on her face. VO says: if you taught them how to deal in public and how to respect their bodies, you will not only save them you will save people around them 4 Copy writing on a white screen states: Sexual education: SEXUAL Respect. EDUCATION= Respect Ad (II) Shot Description Visual Sketch 1 At school a girl is standing with her friends an awful smell is coming out of her 2 her friends are feeling discomforts, the camera freeze on their faces VO says: if you taught them how to take care of their bodies you will not only save them, you will save people around them 3 Copywriting in a white screen states: Sexual education: self hygiene SEXUAL EDUCATION= Self Hygiene Page 23 of 32
  24. 24. Sexual Education Campaign: Proposal Spring 2010 Title: Unreliable Sources Ad (I) Shot Description Visual Sketch 1 A 10 years old boy is asking his father about the meaning of sex, the father gives him a cruel look and tell him not to open this subject again. Narrator is telling the story 2 The kid leaves and still curiosity kills him, he goes to the internet and search on that word, 3 A black screen appears VO with copywriting says, do you want your kids to find out about such an important issue from an unreliable source. 4 Copywriting states, Sexual education- Think about it. SEXUAL EDUCATION- Think About It Ad (II) Shot Description Visual Sketch 1 A 10 years old girl is asking her mother about the meaning of sex, the mother gives her a cruel look and tell her not to open this subject again. Narrator is telling the story 2 The kid leaves and still curiosity kills her, she goes to school and start talking about sex with her friends, 3 A black screen appears VO with copywriting says, do you want your kids to find out about such an important issue from an unreliable source. 4 Copywriting states, Sexual education- Think about it. SEXUAL EDUCATION-Think About It Page 24 of 32
  25. 25. Sexual Education Campaign: Proposal Spring 2010 TV Series (Preliminary scripts) Script (I) Title: Not because we are raising them we should ruin their lives Scene Video Description Audio 1 A grown up man is facing a certain Narrator problem in his marriage, he goes and visit the doctor 2 He figures that his marriage life is Doctor’s voice ending; he has a painful worried look at his face. 3 He comes out of the clinic and start Voices of people and the streets crowd looking around him. Music: Dramatic 4 He sees boys talking to their fathers Voices of boys and their parents about sexual issues, 5 he sees big happy families Voices of happy families laughing 6 Then he looks at to the camera and He is asking his father a certain question concerning sexual have a flashback to his life at home health and he tells him its inappropriate to talk about such before marriage and he is sitting issues and you should never talk about this again. with his father 7 A black screen appears and Not because we are raising them up we should ruin their copywriting states: lives. Script (II) Scene Video Description Audio 1 A grown up woman is facing a huge problem in Narrator her marriage and she can’t let her husband touch her. 2 She goes to a psychiatrist figures that her Doctor’s voice marriage life is ending; she has a painful worried look at his face 3 She comes out of the clinic and start looking Voices of people and the streets crowd around her Music: Dramatic 4 She sees big happy families Voices of happy families laughing 5 Then she looks at to the camera and have a She appears with her parents, they are shouting flashback to his life at home before marriage and at her face and telling her to never let any boy he is sitting with her mother near her, and it is forbidden to do that. 6 A black screen appears and copywriting states: Not because we are raising them up we should ruin their lives. Page 25 of 32
  26. 26. Sexual Education Campaign: Proposal Spring 2010 A. Elements of Execution i. Casting Our cast will be public figures in two of our ads, and the rest will be regular parents and kids living normally their every day lives. That is to reflect the fact that sexual education should be normal and its complications happens to normal people like our audience. Plus by doing that we are reflecting the audience own experiences. Page 26 of 32
  27. 27. Sexual Education Campaign: Proposal Spring 2010 ii. Location We will shoot our ads at places that our audience and their kids regularly appear in, we will shoot at clubs, schools, and houses. These locations will associate our target audience with the tackled issue. C. Media As stated in our tactics, the media we are going to use are mainly, TV, Billboards, Flyers, Print Ads and radio. Our ad spots will be during the four quarters of the year. On the first half of the first quarter we will launch PSA’s in radio, TV and Billboards. During the other half we will start distributing flyers. On the second quarter we will end the PSA’s and we will place 4 consistent TV Ads, on different media channels as stated in our tactics. On the third quarter we will use intensive interactive Marketing, along with short TV documentary like series. During the fourth quarter we will re-launch our TV ads and we will insert print ads in magazines, to keep people aware of our tackled issue, and to enforce our topic and for people to take an action we will launch an event promoting for the importance of discussing sexual health information. These events will take place at el Gezira and shooting club and as well as El-Sawy Cultural Wheel. Page 27 of 32
  28. 28. Sexual Education Campaign: Proposal Spring 2010 VII. References Ambekar, A. (2009, Janurary 9). Differnt types of Advertising Appeals. Retrieved 2009, from Articles Wave : http://www.articleswave.com/advertising-articles/types-of-advertising-appeals.htm Belch, G., & Belch, M. (2002). Advertising & Promotion: An Integrated Marketing Communication Prespective. MacGrawHill. El-Maged, N. A. (2009). Arab TV watchers get frank advice on sex from a conservative Muslim woman. Daily News Egypt . Khan, R. (2009). Riz Khan (Egyptian Sexology). (D. H. Kottb, Interviewer) (2010 ). Sexual Education in Egypt . (D. Badran, Interviewer) Counting, 15. a. (2009). http://www.15andcounting.org/supprortingmaterials. Retrieved from http://www.15andcounting.org: http://www.15andcounting.org/docs/1- WhatIsThe15AndCountingCampaign.pdf El-Magd, N. A. (2006). Arab TV watchers get frank advice on sex from a conservative Muslim woman. Daily News Egypt , 1-2. El-Sebie, A. (2009). http://www.ikhwanonline.com/Article.asp?ArtID=20234&SecID=304. Retrieved from http://www.ikhwanonline.com. Farag, F. (2001). Every Thing You Ever Wanted to Know . Al-Ahram Weekly , 1-4. Ibrahim, B. (2010, Janurary 24). http://bikyamasr.com/?p=7837. Retrieved from http://bikyamasr.com. ITU. (2009). http://www.internetworldstats.com/af/eg.htm. Retrieved from http://www.internetworldstats.com. Prevention, U. C. (2005, April 8). http://www.thebody.com/content/art25758.html. Retrieved from http://www.thebody.com. PSY. (2002). Retrieved from http://www.spring.org.uk/2007/10/invasion-from-mars-anatomy-of- panic.php. SexWorthTalkingAbout. (2009). http://www.nhs.uk/sexualhealthprofessional/Pages/campaign- resources.aspx. Retrieved from http://www.nhs.uk: http://www.nhs.uk/sexualhealthprofessional/Documents/FullCampaignPresentations.pdf Think:SexualHealth. (2009). http://www.comminit.com/en/node/133060/347. Retrieved from http://www.comminit.com/. Page 28 of 32
  29. 29. Sexual Education Campaign: Proposal Spring 2010 VIII. Appendix Social Marketing Mix 8 P’s 1. Product: desired behavior of the target audience. (Action that requires personal choice and motivation. Parents must feel motivated and feel the urgency of the problem which; knows the problems the lack of sexual discussions with their kids might cause. Take and action and start discussing sexual health with their kids and know if these issues were discussed they will prevent problems their kids might face and their kids will have a healthy happy life.  Core Product: Parents must feel motivated and feel the urgency of the problem which; knows the problems the lack of sexual discussions with their kids might cause  Actual: and action and start discussing sexual health with their kids  Augmented: know if these issues were discussed they will prevent problems their kids might face and their kids will have a healthy happy life. 2. Price: balance of product benefits and costs to a consumer Benefits Cost  Healthy marriage life for their kids  Parents time  Prevention of sexual harassment to  Embarrassment their kids  Preventing their kids from seeking  Social approval improper sexual knowledge  Keep their kids clean, and safe at any time specially during the puberty age  Having better relations with their “Discussing sexual health has the right kids price” 3. Place: right frame of mind to hear the message, where thy can act.  At home  During a vacation  During family outings  Or even specializing a quality time between their kids. Page 29 of 32
  30. 30. Sexual Education Campaign: Proposal Spring 2010 4. Publics (Stakeholders)  Others serving the population: Media, doctors and clinics  Gatekeepers of the population: Government  Others effected by our program: Youth 5. Promotion:  Advertising (Below the line/ Above the live)  Publics and community relations  Direct and interactive marketing 6. Partnerships: (Who can help us)  NGO’s  Doctors  Sexual Health clinks  Hospitals  Governments  Religious institutes/ Figures 7. Pursestrings (Funding)  NGO’s  Sponsors??? 8. Policy  Government relations  Media relations  Communication to stakeholders and decision makers  Interface with the public Page 30 of 32
  31. 31. Sexual Education Campaign: Proposal Spring 2010 Research Findings Sexual Health Education is: Sexual Relations Sexual Relations & Body 30% 32% Respec/ Self hygine Body respect/self hygine 15% 15% 8% cultral Taboo On a scale form 1-5, how comfortable are you in discussing sexual relations with your partner? 40% were uncomfortable 27% Neutral 32% were comfortable Have you ever discussed sexual issues with your kids? 46% Yes 54% No Which is the most proper age for sexual education? 22% 6-12 49% 13-19 29% 20-25 Page 31 of 32
  32. 32. Sexual Education Campaign: Proposal Spring 2010 Poll 1: *http://www.polljunkie.com/aJA8E5/Poll7345.asp Poll 2: 45% won’t talk 32%when they ask 23% when the right time comes *http://www.micropoll.com/akira/mpview/898576-250177 Poll 2 (after including geographical region) *http://www.misterpoll.com/polls/482466 Page 32 of 32

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