France nonprofit campaign presentation for International PR

1. France and
30 Million d’amis
By:Ally Brock, Liliana Benitez-Facio,
Justin Bowles, and Daysha Watkins

2. Southern Europe: France

3. France
● France is the 22th most developed country (Developed Countries List,
2019)
● Gross Domestic Product (GDP): $2.76 trillion
● GDP per Capita: $42,401.99
● Population: 64.8 million
● Paris is the largest city in France
● Paris is also the most populated area in France

4. Political
● Republic: “a form of government in which a state is ruled by
representative of the citizen body”
● Political structure includes:
○ A president, a prime minister, conseil de ministres, assemblee
nationale, and senate
● France is a country of free communication of ideas and opinions
○ “Every citizen may, accordingly, speak, write, and print with
freedom, but shall be responsible for such abuses of this freedom
as shall be defined by law”

5. Political Structure
● President
○ Head of state and head of executive
○ Elected by universal suffrage for a five-year term
● Prime minister
○ Appointed by the president
○ Works with the president as one to form a government
● Conseil des ministries (the cabinets)
○ Headed by the prime minister & contains 15-16 members
○ Determines policies and puts new legislation before parliament in
the form of bills

6. Political Structure Cont...
Two Houses of Chambers (French parliament)
1. Assemblee nationale
○ Selected every five-years
○ Lower house of parliament
2. Senate
○ Upper chamber of parliament

7. Economic
● Has grown over the past years
○ Economic ranking of #71
○ Seventh- largest economy in the world
● “France is one of the world’s most modern countries and sees itself as
the leader among European nations”
● Employment Rate: 9.4%
○ Low and competitive rate with other high-ranked countries
● Economy led mainly by tourism, manufacturing and pharmaceuticals

8. Index of Economic Freedom
● https://www.heritage.org/index/country/france
● Property Rights - 82.5
● Freedom from Corruption - “The government actively promotes a
strong anti-corruption legal framework, but corruption remains a
problem in such sectors as public works, defense, and wherever
business and politics overlap”
● Business Freedom - 81.2
● Labor Freedom - 45.2
● Trade Freedom - 81.0

9. Index of Economic Freedom Comparison
France vs United States
● France is Moderately Free
https://www.heritage.org/index/visualize?cnts=france|unitedstates&sr
c=country

10. Mass Media
● Print press, TV and radio markets are owned by a few companies
○ Media development restricted by ownership of a few companies
● Ranked #39 for Press Freedom
● Most trusted medium in France is radio
● Social media not very popular in France
● Social media platforms used by French people
○ Viadeo, Facebook and Twitter
● Businesses use social media the most
○ Twitter

11. Legal Structure
● Freedom of the press
○ Has limited censorship
● “But this freedom has limits: racism, anti-Semitism, racial hatred, and
justification of terrorism are not opinions. They are offenses.”

12. Social Structure
● Least religious country in the world, but the main religion that is
prevalent in France is Christianity
● Prime minister in government
○ The country was started on the values that Christians follow
● Literacy Rate: 99%
● Ranked 5th in Education worldwide
● Not open to Foreign culture
● High nationalist approach and are very patriotic

13. Culture Profile
France vs United States

14. CAMPAIGN: “He Needs You”
● https://youtu.be/bRqkLQ1xVyo

15. Background: 30 Million d’amis Foundation
● Translates to mean 30 Million Friends
● Mission: to defend the animal cause and the environment as well as
enhance public awareness in favor of animal welfare
● Foundation created in 1976 by Reha Hutin and her husband Jean -
Pierre Hutin
● Oldest foundation in France
● Take action for animals in America, Africa, Asia, Europe, and Oceania
● https://www.30millionsdamis.fr/la-fondation/about-us/

16. Goals/Objectives
● To bring education and awareness of worldwide issues concerning
animals
● “Fight against abandonment, against animal experimentation and
animal trafficking, raise awareness, change the laws and the status of
animals”
● Their campaigns make the viewers empathize with the animals
● Bring forth real life scenarios that are happening all over the

17. Strategies/Tactics
● Campaign was conducted in the woods to let the viewers know that the
dog was been left and after the accident occured with the owner, the
next location was the hospital
● The target audience is anyone with a pet, more so a dog, thinking of
abandoning their pet
● The cultural characteristic is love for an animal
○ This characteristic goes towards any country because there will be
people who own a pet, no matter where in the world
○ People thinking of abandoning their pet

18. Strategies/Tactics Cont...
● Campaigns https://www.30millionsdamis.fr/la-fondation/nos-
campagnes/
● Taking action in foreign countries https://www.30millionsdamis.fr/la-
fondation/nos-combats/les-actions-a-travers-le-monde/
● Issues are made public on their website as well as different media
channels
○ Youtube, Facebook, Instagram, Twitter
○ Show, magazine, newspaper
● Events https://www.30millionsdamis.fr/la-fondation/nos-evenements/

19. Evaluation/Suggestions
● Emotional campaign was successful because it won the hearts of
viewers
○ Since 2008 have gained fame and viewer traffic with their
campaigns
● This campaign would be successful in the United States because
Americans are drawn to animals and emotional commercials
● Suggestion: Featuring sheltered dogs in their campaigns where people
could adopt them