This document proposes a campaign to raise awareness about corruption by likening it to hard drugs. It suggests distributing paper injections in public places with messages encouraging action against corruption and joining a transparency club. The goal is to generate buzz and discussion to gain 500 new club members. Controversial tactics are intended to create passion and fresh perspectives on corruption as a serious societal problem.

1. Stay Clean!
Jan Tyle & Zdeněk Šmída

2. INSIGHT
Corruption is like Hard
Drug
Dirt, Distrust, Addiction
Affects individuals, families and society
Feelings of helplessness, desperation
Parents don’t want children to get engaged

3. SOLUTION
Emotions rather than
facts
Drugs: strong negative connotations
Show corruption as serious problem as drugs
Shock: breaking convention
Fresh perspective

5. EXECUTION
Injections
Make people sick as corruption should
Low cost (less than 10 CZK/piece)
Paper inside looks like money
Mystery, Curiosity
Distribution: frequented places in Prague
(and) another big cities

7. EXECUTION
Message
inside
Make people passionate about fighting against
corruption and encourage positive action
Call to action: Donate!
Join Transparency International Club

8. OBJECTIVE
Buz
z
Word of mouth
PR, Media: press kit
Emphasis Transparency International Club
Provide selected media with the whole story
Respekt, ČT, LN, MFD, Česká pozice, iHned.cz

9. OTHER EXECUTION
IDEAS
Sugar cocaine
Whistle blower’s center = “Drop-in” helping
society get rid of the plague

10. SUMMARY
Gain 500 Transparency International
CHALLENGE Club members in 2013.
Corruption is as dangerous to society as hard drugs.
INSIGHT Dirt, distrust and addiction.
Use controversial actions and strong negative
SOLUTION connotations of drugs to create buzz about corruption.
Make people passionate about fighting against
EXECUTION corruption and encourage them to join TIC.
EARNED BUZZ Raising discussion. Word of mouth. Social media.
MEDIA Earn publicity by controversial and intense campaign.
PR Inform about TIC and develop story through media.