This is the Round 2 slides of the Awareness Change Campaign competition we participated, Socio Camp 2014. I personally loved the concept, because we got to work on something that contributed to the benefit of the society. It was a wonderful experience working with some great minds and getting advice from greaters. P.S: Nuhin you can find yourself portrayed as celebirty in one of the slide .:P

1. TEAMDEXTERSTopic Name : Awareness campaign for preserving waterA presentation by TEAM DEXTERS“সংরক্ষণ! ননরা঩দ ভনিষ্যতের জনয’’
CAMPAIGN
“঩াননর অ঩চয় ররাধ কনরনেুন প্রজন্ম রক রক্ষা কনর’’

2. Facts and figures on water usage in BangladeshMain sources of water
•Surface Water
•Ground Water
•Rainfall
Underground water is going down by 1-3 meters every year.
According to DWASA, Dhaka, Bangladesh capital requires 2.2 billion litres a day, but can only produce 1.9 to 2 billion.
The water usage in the rural areas is 20-40 litres per person per day
The water usage in the urban areas is 200 litres per person per day.
Source :
http://dwasa.org.bd/
http://water.org/country/bangladesh/
http://www.unicef.org/
RESEARCH
FINDINGSSHORTAGE : 20 CRORES LITRES EVERYDAY IN BANGLADESH

3. OUROBJECTIVES AND OUTCOMESEXPECTED CHANGE IN PERCEPTIONEfficient and effective use of water
Conscious people Preserve water in all ways
To change current mindset that water is not a permanent resource
That we must save water for future generationsOUR OBJECTIVES
EXPECTED OUTCOMES

4. TARGET
AUDIENCE
PRIMARY TARGET GROUP
SECONDARYTARGET GROUP
PRIMARY TARGET GROUP
SECONDARY TARGET GROUP URBAN AREA PEOPLEAGE GROUP 7-14PRIMARYAND SECONDARY TARGET GROUPSSOCIO ECONOMIC CLASS A,B,CSOCIO ECONOMIC CLASS D,E
SOCIO ECONOMIC CLASS D,E
SOCIO ECONOMIC CLASS A,B,C
AGE GROUP 15 and aboveRURAL AREA PEOPLE
URBAN AREA PEOPLE
RURAL AREA PEOPLE
40%
20%
18%
12%
AGE GROUP 15 and aboveAGE GROUP 7-14

5. We asked a few households about the misusage of water..

6. FINDINGS45%
35%
15%
5%
KITCHEN
GARAGE
WASHROOM
CENTRAL BASIN

7. BIG IDEA
1
2
2
3
1
3“To make people realize that proper waterconsumption is the only way to save water for our future generations” UrbanCampaign
Rural Campaign
Activationcampaigns
Conscioususe of water
NO Misusage of water
Awarenessfrom childhood
OURSTRATEGIES
POTENTIALOUTCOMES

8. SlOGANAND
LOGO
GOES WITH THE CAMPAIGN
CREATIVE MEANING
COHERENT WITH BIG IDEA
CAMPAIGN LOGO
“঩াননর অ঩চয় ররাধ কনরনেুন প্রজন্ম রক রক্ষা কনর’’ CAMPAIGN SLOGANGOES WITH THE CAMPAIGN
HAS SIMPLE MEANING
EASY TO REMEMBER

9. URBAN
PLAN 1
We will target the market leaders of various water related convenience goods
Toothpaste, Shaving Cream, Shampoo, Hand wash, Detergent
Packaging will consist the message
“SAVE WATER, BECAUSE EACH DROP COUNTS”
The message reach will be on a daily basis and clearly visible
WHYwill the company respond to our proposal positively?
This will certainly be a huge CSR
The imageof the company increases

10. SAMPLE
CREATIVES
঩াননর অ঩চয় ররাধ কনরনেুন প্রজন্ম রক রক্ষা কনর঩াননর অ঩চয় ররাধ কনরনেুন প্রজন্ম রক রক্ষা কনরTHE MESSAGE

11. URBAN
PLAN 2
VEHICLE BRANDING: Intercity BUSES
CARS
PVC pasted at the rear end of the bus, PVC includes the campaign slogan, logo, tagline, message
Also inside the bus instead of sunray protectors
PVC measuring 3x2 inch will create immense reach
Campaign stickers with logo and tagline
Specific companies delivering stickers to drivers
Incentives to driver for attaching

12. Internal Reach
External reach
503000Each vehicle has such immense reach on average
SAMPLE
CREATIVES
BUSES REAR SIDEBUSES INSIDE

13. Host task oriented competition in primary schools all over Bangladesh
Kids will be given a water tank with holes , they’ll block water
Winnerswill get gift hampers
ACTIVATION
CAMPAIGN
SAMPLE STICKERS DISTRIBUTED AMONG CHILDREN TO GRAB ATTENTION

14. Participants will wear the t-shirts designed by us
Campaign will be conducted every three months.
Media coverageIncentives:
•Free T-shirts
•Free refreshments ASSOCIATION OFBD CYCLISTS

15. SAMPLE
CREATIVES
FREE TSHIRTS TO RAISE AWARENESS ALL OVER THE COUNTRY BY BD CYCLISTSFRONT
BACK
঩াননর অ঩চয় ররাধ কনরনেুন প্রজন্ম রক রক্ষা কনর
DIRECT REACH
INDIRECT REACH

16. URBAN
PLAN 3
Initiative by different student groups/clubs associated with social activities
1.They will affiliate with other such clubs
2.Choose a specific public location (eg: own campus) 3.Place a very wide long white clothe4.Random people write their views and sign5.Views about: water preservation and stop misuse
AWARENESS

17. FACEBOOK
COMMUNITY
Competition on topic “ Stop misuse and Save water”
People will be asked to write a short story and posted
Top 5 stories will be selected to make a short film
Incentives to top 15 participants
Regular promotions /updates
FACEBOOK
COMMUNITY
“঩াননর অ঩চয় ররাধ কনরনেুন প্রজন্ম রক রক্ষা কনর’’
''পানি সংরক্ষণ করুি… নিরাপদ ভনিষ্যতের জিয''
INDIRECT REACH

18. CHALLENGECELEBRITYHOLDS THE BANNERACTING AS BUZZ AGENTS
NOMINATE
OTHERS
PROMOTE THE CAUSE
IT WILL CREATE A BUZZ! INDIRECT REACH
AWARENESS

19. RURAL
CAMPAIGN
Pump and Canal: Uncontrolled usage
Pipe Leakage
Irrigation
Rural Findings: Water misused in 3 major ways
Religious institutions(mosque, temple, church, pagoda) can influence villagers largely.
Religious FactorsImams of mosques creating awareness from religious perspective. This will certainly connect an emotional and sentimental linkage to stand against water misuse. 1

20. Moncho Natok and Jatra
A highly effective means to grab the attention of the villagers.
The content of the Moncho Natok and Jatra will depict the importance of preserving water The prime aim is to eradicate water misuse through creating awareness.
2
RURAL CAMPAIGN
The renowned and influential group of people will create awareness.
Uthan Boithak
Primary/High School Headmasters, Homeopathic Doctors, Wealthy Land Owners etc.
An awareness raising discussion in the courtyards of each respective family.
3

21. Daily wastage of water
Knowingly wasting Unknowingly wasting TVC BIG IDEA- Consciousness starts from you! Execution style: SLICE OF LIFEAppeal: Rational
A person wastes water in his daily activities however gives a presentation on saving water!
At a point when there’s no water he realizes the misusage he has done.
Statistics and core message
TVC
CONCEPT

22. SAMPLE
CREATIVES
BILL BOARD
PRINT AD
HAS SIMPLE MEANING
EASY TO REMEMBER
CREATIVE
''পানি সংরক্ষণ করুি… নিরাপদ ভনিষ্যতের জিয''

23. PROPOSE GOVERNMENT FOR VARIABLE COST IN WATERENCOURAGE TO USE WASHING MACHINESRECYCLE WATER
USE ELECTRONIC DISH WASHER
1
1
4
3
2
RECOMMENDATIONS
URBAN AREA MAINLY
WASTE WATER FROM KICHEN FOR FLUSHING TOILET
GREY WATER FROM WASHING MACHINE FOR PLANTS(GARDENING)

24. 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)
ATL –
•TVC
•RDC
•Bill-boards
•Vehicle Branding
BTL-
•Social Clubs
•BD Cyclists
•Primary School
•Miking
•Moncho Natok
•Jatra
•Uthan Boithok
•Masjid Imam
ATL -
•Bill-Boards
•Vehicle Branding
•TVC
•RDC
BTL-
•BD Cyclists
•Miking
•Jatra
•Uthan Boithok
•Masjid Imam
•Moncho Natok
ATL-
•Vehicle Branding
•RDC
BTL-
•Facebook Awareness Campaigns
•BD Cyclists
•Uthan Boithok
•Masjid Imam
ATL-
•TVC
•RDC
•Bill-boards
•Vehicle Branding
BTL-
•Primary School
•BD Cyclists
•Facebook Awareness Campaigns
•Miking
•Moncho Natok
•Jatra
•Masjid Imam
ATL-
•Bill-Boards
•Vehicle Branding
•RDC
BTL-
•BD Cyclists
•Facebook Awareness Campaigns
•Masjid Imam
•Uthan Boithok
ATL-
•TVC
•RDC
•Vehicle Branding
•Bill-boards
BTL-
•Masjid Imam
•Uthan Boithok
•Facebook Awareness Campaigns
•BD Cyclists

25. THE BUDGET

26. Break-downof the cost
TOTAL
ATL
TVC Advertising
2800000 + 3months exposure –75,000,00 x 2
1,78,000,00
Print Advertising
2000000
Bill-boards
70,000 x 15 units x 9 months
94,50,000
RDCAdvertising
30,000+ (500000 x 3) x 2
30, 30, 000
Total ATL Cost
3,22,80,000
BTL
URBAN1) Vehicle Branding -(Bus)
(PVC = 100, Delivery =20, Driver’s Incentives = 50 ) = 170 for each bus.
For 1000 buses –170 x 1000
1, 70, 000
Cars
Sticker+ Delivery + Driver’s Incentive = (30+20+100) =150
For 10, 000 Cars = 150 x 10, 000
15, 000,00
Total
16,70,000
2) BD Cyclists
1000volunteers x (food and t-shirt)= 1000 x 150 = 1,50,000
For 6 campaigns –150000 x 6
9,000,00
3)Social Clubs Activation
200yard clothes –60 x 200
12,000
Markers–20 pieces x 60 taka
1200
Certificates –30 pieces x 20 taka
600
Food –30boxes x 100 taka
3000
T-shirts –30 pieces x 50 taka
1500
TOTAL
18,300
So,Total for 15 Campaigns
18300 x 15
2,74,500
4) Primary School: For 1 school ,1 student
Props(Food+Sticker+Material)=(20+50+50)
120
Volunteers cost
100 x 20 volunteersx 400 school
800000
For 120 student/school and in 400 schools
120x120x400
5760000
Total
6560000
Rural : 1.(Foreach Upazillas)
Miking
1500 x 2
3000
Monch Natok and Jatra
10000 + 5000
15,000
Representatives
Food + Stay = 600x 12 repres. X 3 days
21,600
Miscellaneous
5000
Total cost for each UZ
44600
For488 Upazilla
44600x488
2,17,64,800
2. Targeting most densely populated 1000
1000x 35,000(each village)
3,50,00,000
TotalBTL Cost
6,61,69,300
TOTAL CAMPAIGN COST
ATL+BTL
9,84,49,300

27. TOTAL CAMPAIGN COST: BDT 9,84,49,300

28. THANK YOU! QUESTIONS?
A presentation by TEAM DEXTERS
FUNDED BY