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  • 1. Ignacio de Título della undella@gmail.com Proyecto Changes Habits with CSR actions. Maggioramiércoles 4 de mayo de 2011
  • 2. EXIT Its a Finland is a sedentarism fight organization for Teenagers between 12 to 21 They do alot of research but not much real actions They say that most of the problem came from the technology: Technology are made for make the human life more easly. but in our days when we add all the benefits of technology, we realize that we do more damage than a benefit. I bellieve that for fight sedentarism, we have to fight sedentarism habits incorporating new ones with a relevantt incentive. So i take this organization to help us to do a CSR project here in chilemiércoles 4 de mayo de 2011
  • 3. I invented Exit streetdance, a project that Teach Teenagers to dance with online/offline classes in the 6 regions more afected by teen sedentarism here in chile. we will call for funding to brands interested in the target audience to encourage them to join the initiative we will make a campaignmiércoles 4 de mayo de 2011
  • 4. An exit way to sedentarism ONLINE / OFFLINE Asosiated Brands Regions Popularity + Group membership Campaign Teachers Crew Incentivemiércoles 4 de mayo de 2011
  • 5. EXIT.clmiércoles 4 de mayo de 2011
  • 6. TEENS Tendence Teenagers today are full conected persons, they got internet: home/mobile. Teen today are not like yesterday, they with the “help” of the technology they can quantify their range of acceptance by “the i like culture” #post in their walls # Friends # Followers # suscriptorsmiércoles 4 de mayo de 2011
  • 7. More sedentary teen country in Latin America. Latinoamérica,  Estudio  OMS,  31  de  marzo  del  2010  publicado  en  la  tercera.   http://latercera.com/contenido/659_238209_9.shtmlmiércoles 4 de mayo de 2011
  • 8. s wei ght ver dent 2007 Stu EB JUNA GotO Teen 4 0%miércoles 4 de mayo de 2011
  • 9. 88,6% Chileans are   over 15 years sedentary d de Vida y Salud 2009-2010 Encuesta Nacional sobre Calidamiércoles 4 de mayo de 2011
  • 10. Only 1 in 10 has a proper physical condition Prueba SIMCE 2010 de educacion fisicamiércoles 4 de mayo de 2011
  • 11. Teens spend   3 + hrs / day In Front of a TV or PC screen Indices de consumo IAB 2010miércoles 4 de mayo de 2011
  • 12. ence. ards in any physical evid eet inter national stand of 5 Test” “The girls did not m d 50% o f the standard e men reache Meanwhile, th ion fisica 201 0 de educac Prueba SIMCEmiércoles 4 de mayo de 2011
  • 13. Favorite Teen Activities 7/10 are social La actividad preferida 1- “escuchar radio y música” con el 92.7% 2- “estar con la familia” (86,9%) 3- “salir o conversar con los amigos” (86,2%) 4- Ver televisión o usar en internet” (84,4%) 5- salir al campo, la playa o la montaña” (63,9%) Uso del tiempo libre en la adolescencia 2009- Su investigación incluye 224 alumnos de 3 colegios 6- “asistir a fiestas o a bailar” (63%) de Santiago centro (8º Básico y 2º Enseñanza Media) Dra. María Eugenia Henríquez 7- estar con la pareja” (61,7%) Presidenta Comité de Adolescencia - Sociedad Chilena de Pediatría 8- ir de compras” (60,9%). 9- “jugar en el computador” (36,5%).miércoles 4 de mayo de 2011
  • 14. 100% de ellos utiliza Internet a diario Internet 3 horas es el promedio del tiempo diario de permanencia. 98,7% lo usa en redes sociales. 81% para estudiar. 66% E-Mail 57,6% En Juegos 12,9%. visitas a sitios triple Xmiércoles 4 de mayo de 2011
  • 15. We are the most technologically advanced country in Latin America. seguido por Mexico y Argentina Chile leads in relation to ownership of home PCs and Internet penetration with 60% and 45.2% respectively 31.1% of people connectivity to broadband, the highest percentage in the region. Chile,  País  más  tecnologico  de  Latinoamerica,  17  de  abril  del  2009  http:// comScore (Nasdaq: SCOR) 2011 www.ventasdeseguridad.com/201003083510/noticias/tecnologia-­‐informatica/chile-­‐pais-­‐mas-­‐ tecnologico-­‐de-­‐latinoamerica.html  miércoles 4 de mayo de 2011
  • 16. Chilean Regions Puente Santiago Ñuñoa La Florida Peñalolen Maipú alto centromiércoles 4 de mayo de 2011
  • 17. ¿Why dance? social activity that transgresses generations Woman and man can do it, even together that is best. In chile you start dancing on your first party that is also your first encounter with the opposite sex. that happend on puberty, THE TARGET. ¿Why streetdance? FULL Exercise You do not need anything for this sport (not board needed) Aspirational looks (who dances, everyone looks).miércoles 4 de mayo de 2011
  • 18. Supportmiércoles 4 de mayo de 2011
  • 19. Zapatillas This is a Retail Brand made from Ripley Buzo + Polerón Are familiar with the Target Gain on clothing sale Total ($) Campaigns have made inroads in the dancing Trend. C-WALK 2009 campaignmiércoles 4 de mayo de 2011
  • 20. Isotonic Drink For Sports Para restituir y hidratar al deportista Atingente al Target Está presente en el target: -Imagen de Marca - Precio $250 pesos Producto en proceso de aprobación por INTA Tres Montes Lucchetti colabora con el INTA y el programa Elige Vivir Sano tos Tecnología de los Alimen Instituto de Nutrición ymiércoles 4 de mayo de 2011
  • 21. TARGET New digital natives Male/female teens aged  14 to 18 with the socieconomic state C2 y C3 Ñuñoa Peñalolén Numero de Adolescentes Santiago Centro Maipú (hombres y mujeres c2 y c3) en las 6 comunas: 263.000 La Florida Puente Alto Ingreso : Promedio $ 430.000 Ingreso : Promedio $ 1.120.000 Censo 2002, Extraido del Estudio “Población Urbana y Rural por sexo y edad”, Internet, documento en linea: www.ine.cl/cd2002/sintesiscensal.pdf, Acceso: Lunes 25 de Octubremiércoles 4 de mayo de 2011
  • 22. ¿how are they? They Grow with Games If they a re not in iternet they dident Exist To be a acepted by otherS they join on groups as a fan of a determinated futbolteam They adopt culturemiércoles 4 de mayo de 2011
  • 23. ¿how are they? They Grow with Games If they a re not in iternet they dident Exist To be a acepted by otherS they join on groups as a fan of a determinated futbolteam They adopt culturemiércoles 4 de mayo de 2011
  • 24. ¿how are they? They Grow with Games If they a re not in iternet they dident Exist To be a acepted by otherS they join on groups as a fan of a determinated futbolteam They adopt culturemiércoles 4 de mayo de 2011
  • 25. ¿how are they? They Grow with Games If they a re not in iternet they dident Exist To be a acepted by otherS they join on groups as a fan of a determinated futbolteam They adopt culturemiércoles 4 de mayo de 2011
  • 26. ¿how are they? They Grow with Games If they a re not in iternet they dident Exist To be a acepted by otherS they join on groups as a fan of a determinated futbolteam They adopt culturemiércoles 4 de mayo de 2011
  • 27. ¿how are they? They Grow with Games If they a re not in iternet they dident Exist To be a acepted by otherS they join on groups as a fan of a determinated futbolteam They adopt culturemiércoles 4 de mayo de 2011
  • 28. ¿how are they? They Grow with Games If they a re not in iternet they dident Exist To be a acepted by otherS they join on groups as a fan of a determinated futbolteam They adopt culturemiércoles 4 de mayo de 2011
  • 29. ¿how are they? They Grow with Games If they a re not in iternet they dident Exist To be a acepted by otherS they join on groups as a fan of a determinated futbolteam They adopt culturemiércoles 4 de mayo de 2011
  • 30. ¿how are they? They Grow with Games If they a re not in iternet they dident Exist To be a acepted by otherS they join on groups as a fan of a determinated futbolteam They adopt culture 57.6% Uptime on Internet = Gamesmiércoles 4 de mayo de 2011
  • 31. CONCEPT: Brightnessmiércoles 4 de mayo de 2011
  • 32. Brightness What shines highlighted in the mass. Being locked up, teens are not shining among their peers. Learning to dance the new digital natives are learning to shine, and can demonstrate this in their weekend partyes to improve their sociability.miércoles 4 de mayo de 2011
  • 33. REPLACE THE BAD HABIT Incentive behavior A. SCHNEIDERS, The Psychology of Adolescente, Milwaukee 1951miércoles 4 de mayo de 2011
  • 34. Fact 1 NINGUN BRILLO / NO SHINE “ningun brillo” is a typical sentence in Chile used to denote something that is completly ordinary or not relevant. Teens use it as: “that trick do not have any shine” or “That thing got no shine, i can do it better” Fact 2 Videogames Chilean teens love to play games, as we say before, the 56,7% of they online time is with games. The most popular dance game is called “Dance Dance revolution”, and its a game about jumping on a machine. http://www.youtube.com/watch?v=IDNrI2phETQ&feature=related Its some like guitar hero buth with your legs.miércoles 4 de mayo de 2011
  • 35. 3 etapas: 1) Attack the bad habit 2) communicate the incentive To incorporate the behavior Playing in excess = No shine! Dance well = Shine in the party 3) Repeat the behavior To make it an habit Make the non-sedentarism habit a serious thing (sport)miércoles 4 de mayo de 2011
  • 36. 3 steps in 18 weeks 3 meses Semana1 Semana 2 Semana 3 Semana 4 Semana 17 Semana 18 Etapa 1 Etapa 2 Etapa 3miércoles 4 de mayo de 2011
  • 37. WEB EXIT.CL Gráfica Juego/banner Etapa1 Comercial On-line Take Teens to know the cause on EXIT.clmiércoles 4 de mayo de 2011
  • 38. Press The idea here is to communicate that Dancing os alot more than jumping on a machine. “Machine Dancer with “no shine” on the dance floor.” Discover what exist out of a screenmiércoles 4 de mayo de 2011
  • 39. Revista Nintendo Press Mediamiércoles 4 de mayo de 2011
  • 40. “Machine Dancer with “no shine” on the dance floor.”Discover what exist out of a screenmiércoles 4 de mayo de 2011
  • 41. Game/banner on blogs Here The idea it was to atack the sedentary game, because gaming is taking you fat. so we told the teens that “you got no shine if you dont move” and our invitation to discover what exist away from screens. In the game mario cant jump, run and fit in pipes. the main idea in here was inspired from an aplication on a online games webpage.miércoles 4 de mayo de 2011
  • 42. We see 2 teens She Agree and he take He star moving at on a party. a dance carpet. rhythm “you got no shine out of Discover what exist of the aroows. your game” out of a screen Male one ask the female one The female teenager to dance watch this and leave saying that he is a complete moron. Featured online commercial on portalnet.cl / terravideo /miércoles 4 de mayo de 2011
  • 43. Overpack afther the main video.miércoles 4 de mayo de 2011
  • 44. Gráfica Step 2 Good Dance = Got Shine Banner I shine Dancing Marketing directomiércoles 4 de mayo de 2011
  • 45. I shine Dancing / information about the Dance classes Gráfica en los 36 colegios C2-C3miércoles 4 de mayo de 2011
  • 46. I shine Dancing / information Gráfica en los 36 colegios C2-C3 about the Dance classesmiércoles 4 de mayo de 2011
  • 47. Banner portada-termino en porlaputa.com / elantro.cl /portalnet.cl/miércoles 4 de mayo de 2011
  • 48. School Activation We will make Streetdance Exhibicions on C2-C3 Schools We will make them realize that they can Shine over the rest by learning to dance. The idea here is make a live enxhibition with a youtube screen taking visits.. giving the idea that streetancing they can do something interesting from others.miércoles 4 de mayo de 2011
  • 49. Etapa 3: Community union. Afther 3 moth of Clases we will get much material as pictures / videos on our channelsmiércoles 4 de mayo de 2011
  • 50. Unión de la Comunidad Everything that happend offline are online now on social media.. by this way the target can share they experience with firends. 2010 Estudio de la Uniacc y Atento sobre Tecnología en los adolescentesmiércoles 4 de mayo de 2011
  • 51. Unión de la Comunidad Everything that happend offline are online now on social media.. by this way the target can share they experience with firends. 2010 Estudio de la Uniacc y Atento sobre Tecnología en los adolescentesmiércoles 4 de mayo de 2011
  • 52. So afther the 3 month classes we can make the “Exit Challange” a way to select the best streetdancers for a male/female category Championshipmiércoles 4 de mayo de 2011
  • 53. miércoles 4 de mayo de 2011
  • 54. They can link they facebok to get the photos and videos to make a streetdancer profile and get voted to be one of the 16 best selected for the challange.miércoles 4 de mayo de 2011
  • 55. Ranking votes = Videosmiércoles 4 de mayo de 2011
  • 56. miércoles 4 de mayo de 2011
  • 57. Individual Battles 16 best streetancers jury: EXIT CREWmiércoles 4 de mayo de 2011
  • 58. Animado por: Lenwa Dura Lugar: Arena Santiago 12.000 personas sistema: 14 rondas de 3 min Amador Sanchez EX - Tiro de Gracia Lenw Viene se subida Croni-k (3 mijos) Grupo invitadomiércoles 4 de mayo de 2011
  • 59. Cronología Comunicacional: 3 meses Semana1 Semana 2 Semana 3 Semana 4 Semana 17 Semana 18 Etapa 1 Etapa 2 Etapa 3miércoles 4 de mayo de 2011
  • 60. Conclusión: Teenagers are persons that diden’t have their full personality constructed (they are working on it) so its now when we have our last chance to change the sedentarism attitude. Aswell they most of them are insecure of themselves and need the aprovation of the group, so here is an oportunity to make a comunity in something that in chile no teenagers C2-C3 are good at (They all begin from cero to grow togeter in a new activity).miércoles 4 de mayo de 2011
  • 61. ANEXOS:miércoles 4 de mayo de 2011
  • 62. Campaña Para Abordar Municipalidades Puente Santiago Ñuñoa La Florida Peñalolen Maipú alto centromiércoles 4 de mayo de 2011
  • 63. Ñuñoa Axel Müller - Secretario General de la Corporación de Recreación y Salud de Ñuñoa) La Florida María Guzmán Leiva - coordinadora general de La Florida Deportes Peñalolen Alfonso Swett Saavedra - Director de la Corporación de deportes Peñalolen Maipú Freddy Campusano Cerda - Coordinador Talleres Deportivos Municipales 2008- 2012 Puente René Yañez Ahumada - Jefe, Dpto. Deportes y Recreación. alto Santiago Ana Parada - Directora de Talleres deportortivos Municipalidad de Santiago centromiércoles 4 de mayo de 2011
  • 64. Apoyo del Dr Ricardo Uauy Municipalidades Representante DR.RICARDO UAUY D. tiene un currículum impresionante. Es PHD en Nutrición en Massachusetts Institute of Technology (MIT), Premio Abraham Horowitz 1995 de la Organización Panamericana de la Salud (OPS), Profesor de la Universidad de Londres, Profesor de la Universidad de Chile, ex Director del Instituto de Tecnologías de Alimentos de la U de Chile, Presidente de la Unión Internacional de Ciencias Nutricionales y Miembro de la Academia Chilena de Medicina. Recibió el Premio Presidente de la República en Ciencias (Chile).miércoles 4 de mayo de 2011
  • 65. Trípticomiércoles 4 de mayo de 2011
  • 66. Ejercicio completo 385,34 calorías por dos horas de un baile no muy intenso 423,72 calorías por dos horas en un baile un poco intenso vs. 498,57 calorías por dos horas en un baile muy intenso todo depende de la música que bailes y con que intensidad lo haces Fuente: Correr www.freecuency4kg.com 2 horas de baile intenso = a correr mas de 6,5 kilometrosmiércoles 4 de mayo de 2011
  • 67. Compromiso del préstamo del espacio público para combatir el sedentarismo en el municipio.miércoles 4 de mayo de 2011
  • 68. Albert Schneiders Doscente y Psiquiatra Residente en Milwaukee Elaboró estudios sobre el comportamiento adolescente los cuales fueron publicados en su libro: The Psychology of Adolescente en 1951miércoles 4 de mayo de 2011
  • 69. “En 1983 bajo Kool DJ HERK (primer dj del hip hop en New York) se empezaron a enfrentar pandillas rivales en torno al Brakedance; hecho que se da hasta el dia de hoy.” History of Breakdance - genevieve thiers - © 2002miércoles 4 de mayo de 2011

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