1. The Alma Agency
Internal Campaign
By: Allison Knox, Hope Adams, Rachel Blevins,
Kate Kahler & Benjamin Lobosco
Client: FEMAMA

2. your
LOGO
When we developed our agency’s name it was unanimously decided that we wanted
our name to have a strong purpose in Portuguese and to encompass both American
and Brazilian aspects. But most importantly we wanted our name, The Alma
Agency, to be representative of the extraordinary qualities and ideals that our
agency possesses.
The word ‘soul’ appealed most to us because of its several definitions. The one
aspect that drew us closer was the fact that everyone can relate, but the beauty that
comes with the ability to feel kindness and sympathy for others is something that we
see as our agency’s gift. Which brings us to our ultimate internal principle intent on
choosing solutions based how our client’s audiences think and feel to set off those
emotional triggers that only a soul can read and apply.
Every person’s Alma or soul is unique, remarkable, and powerful.
Much like the bodies they belong to. We believe that these definitions of ‘souls’
directly parallel FEMAMA’s core values and are influential in regards to the health of
Brazilian women and their rights to a beautiful life.
The saying “the eyes are the windows to the soul” became the inspiration for our
logo. The eyes are the windows to the qualities our agency embodies; to truth, to
strategic thought, and to unmeasurable strength. With this mindset we strive to
produce the highest quality of work.
ABOUT THE ALMA AGENCY
OUR CONCEPT:
02

3. your
LOGO
03
TEAM INTRODUCTION
We are The Alma Agency
Allison is a senior at WVU studying
strategic communications with an
emphasis in public relations.
Previous PR internship experience
includes: Autumn’s Dawn, a non-
profit that helps young adults with
autism, & Nu-Tech an oil reservoir
intelligence company.
Allison Knox
Account Executive
Hope is a senior at WVU studying
strategic communications with an
emphasis in public relations.Hope
is the Student PR Manager at The
Daily Athenaeum, Victoria’s Secret
PINK Campus Brand Ambassador
& WV LIVING Style Blogger.
Hope Adams
Research Director
Rachel is a senior at WVU
studying strategic communications
with an emphasis in advertising,
minoring in business
administration. Previous PR
internship experience includes an
internship for a non-profit
organization, National Center for
Citizen Safety.
Rachel Blevins
Creative Director
Kate a senior at WVU studying
strategic communications with an
emphasis in public relations,
minoring in professional writing &
editing. Kate is the President of
WVU of Ed on Campus, a member
of the WVU PRSSA & a PR and
Layout Intern at the WVU College
of Education and Human Services.
Kate Kahler
Creative Director
Benjamin is a senior at WVU
studying strategic communications
with an emphasis in advertising, In
addition to being a creative director
of The Alma Agency, he also
belongs to the WVU American
Advertising Federation Club.
Benjamin Lobosco
Creative Director

4. your
LOGO
OUR AGENDA
04
FIRST
Introduction
Overview of The Alma
Agency & our concept
SECOND
Research
Findings through primary &
secondary research
THIRD
GOST
Goal, Objectives, Strategies
& Tactics
FOURTH
Timeframe/Budge
t
Overview of 90 Day Circle of
Influence & Budget
FIFTH
Evaluation
90 Day Circle of Influence
Evaluation
SIXTH
Close
Conclusions of campaign
Through this presentation The Alma Agency will be providing FEMAMA
with core insights and ideas to create a strong internal campaign.

5. your
LOGO
THE PROBLEM
05
“FEMAMA only exists as an effective network to fight breast cancer mortality in Brazil because
it is made up of local oragnaiztions that come together and work in cohesion. FEMAMA’s effectiveness depends on the
engagement of these institutions. Nevertheless, we realize that engagement alone is not enough to effectively accomplish
our initiatives. This means consultation work is necessary to extend institutional engagement to federal agendas and demands
by devising tools and strategies that promote greater dialogue and organizational participation.”

6. your
LOGO
FEMAMA’S REQUIREMENTS
06
What Was
AskedOf
THE ALMA AGENCY
INSIGHTS
COMMUNICATION
OBJECTIVES
STRATEGY
PROGRAM
RECOMMENDATIONS
MEASUREMENTS
BUDGET

7. your
LOGO
RESEARCH: 5 PHASES
07
FEMAMA has indicated that the
need for an internal campaign would
be the best focus for The Alma
Agency to lead the secondary and
primary research.
1. WHAT YOU’VE ASKED FOR
It was important to have an accurate
understanding of FEMAMA’s current
position in relation to how each
NGO contributed to the overall past
successes both internally and
externally.
The information obtained for
secondary research came from
documents provided by the
team’s findings and the
American Cancer Society
(ACS).
3. SOURCES AND METHOD
The current standing has been
determined from the findings of
media coverage and web
presence, as well as, a thorough
analysis of the culture and
communication morals.
4. DATA COLLECTION
A few questions were raised throughout
the secondary research process.The
data from the NGO questionnaire and
Brazilian student focus group helped
our agency to establish
recommendations.
5. PRIMARY OBJECTIVES
2. SECONDARY OBJECTIVE

8. your
LOGO
MORTALITY RATES IN BRAZIL
08
Mammogram coverage in one demographic:
● Lower in the North.
● Some states of the Northeast, with coverage levels that range from 64 percent
to 84 percent.
● Breast Cancer mortality rates ranging from a decrease of 0.9 percent in the
Southeast to an increase of 5.3 percent in the Northeast, via INCA.
Mammogram coverage on a state level:
Breast Cancer mortality rates:
● Values ranging from a decline of 1.9 percent in Sao Paulo to a substantial
increase of 12 percent in Maranhao.
● Data sourced from the National Cancer Institute (INCA).
“The continental dimensions of this vast country and large social
and economic disparities might play a role in
breast cancer mortality.”
Via, The National Center for Biotechnology

9. your
LOGO
SOCIAL MEDIA PRESENCE
09
The other forms of web presence FEMAMA has included: Facebook, Twitter and a YouTube channel. From this,
The Alma Agency found the current trends of FEMAMA’s active social networks to be a crucial collaborator when
getting established with the Brazilian culture.
77 %
“77 percent of Brazilians
who have a Facebook
account interact with a
brand online.”
67 %
“YouTube grew by 67 percent
in video views in Brazil,
making it the 5th biggest
market in the world.”
58 %
“58 percent of Brazilians who
use Twitter read posts from
their favorite companies.”
Data was sourced from USMediaConsulting.com.

10. your
LOGO
BRAZILIAN DIGITAL ECONOMY: iCONSUMERS
10
iConsumer: an individual with a prerequisite of Internet access in place.
Gamification
An average of eight Brazilians downloads twice as many
games as people in Germany, France or Britain.
“Our smartphone sales used to account for 25 percent
of our total sales; this figure is now 60 percent. It’s
cheaper to have Internet on your mobile phone than to pay to
use the Web at a cyber cafe.”
“An est. 79 percent of Brazilians between 18 and 29,
and 88 percent of teenagers see themselves as
iConsumers, as well as an est. 31 percent of those
over the age of 50.”
“Brazil is currently leapfrogging past
fixed broadband, which show 30
percent coupled with slow growth,
and skipping right to mobile broadband
instead.”
“Over half of Brazilians over the age 13 are
potential iConsumers.”
Data sourced from McKinseyonMarketingandSales.com from February of 2013.

11. your
LOGO
BRAZIL’S MEDIA CONSUMPTION
11
TV Weekly Viewership
20 hrs.
RADIO Listenership
69%
NEWSPAPER Readership
31%
MAGAZINE Readership
35%
INTERNET Daily
3.5 hrs.
“Blogs have a 96% penetration rate among Brazilian
Internet users and 91% penetration rate among Brazilian
executives.”
Data sourced from USMediaConsulting.com taken from 2013.
“Magazines with digital editions are growing, but
ones without them are losing circulation; with a 3.1%
increase and a 3 to 4.4% decrease.”

12. your
LOGO
● 47 out of 58 NGOs
AUDIENCE
NGO QUESTIONNAIRE
12
● How engaged are the NGOs in the mobilization
campaigns that FEMAMA is encouraging?
● How do the NGOs feel about the FEMAMA
institution?
● What are the NGOs current participation and
communication practices?
RESEARCH QUESTIONS
● NGO affiliates may not be working as cohesively
as possible because they do not have a mutual
agreement of which participation and
communication practices are most effective to
utilize within the FEMAMA business model.
HYPOTHESIS
Due to cultural barriers, the NGO Questionnaire was conducted by FEMAMA specifically towards the efforts of this campaign.

13. your
LOGO
● Pedro Franzia - Brazilian Student
● 22 years-old
● Male
● Sao Paulo
AUDIENCE
BRAZILIAN STUDENT
IN-DEPTH INTERVIEW
13
● How can the NGOs drive participation within
Brazilian communities in the mobilization
campaigns that FEMAMA is encouraging?
● What are the best strategy(s) for NGOs that will
effectively educate the Brazilian communities?
RESEARCH QUESTIONS
● The Brazilian communities’ awareness of
breast cancer could be much improved. A call-
to-action element within FEMAMA’s active
social networks is needed. As well as the
implementation of a relatable key message to
FEMAMA’s external practices that will facilitate
emotional triggers.
HYPOTHESIS

14. your
LOGO
INSIGHT
14
PARTICIPATION
To boost participation with NGO,
outreach of the community’s resources
should be recorded for recognition of
efforts put towards mobilization
campaigns that FEMAMA encourages.
CALL-TO-ACTIONWHY REINVENT THE WHEEL?
With FEMAMA being a key collaborator in
Brazil, the team has collected specific
applicable examples that the American
Cancer Society currently utilizes in
grassroot areas within the United States.
A call-to-action is something that
FEMAMA does a great job with.
*To take a step further: implement
this mechanism into one of the
key messages.
COMMUNICATION
● Monthly Newsletter, opposed to just
coverage of events.
● Social Platforms: Open discussion.
● Utilize NGOs full circle.

15. your
LOGO
OUR PLAN IN MOTION
15
In relation to the American Cancer Society.
Gear 02
Discover communication practices
that could be applied to FEMAMA’S
business model.
Gear 03
Plan how we will integrate a
Community Health Advisor program
as a grassroots campaign for
FEMAMA.
Gear 04
Participate in the Community Health
Advisor training process.
Gear 1
Find similarities between FEMAMA
and The American Cancer Society.

16. your
LOGO
WHY?
16
Cancer affects everyone.
Y
I
OWe as human beings are all victims to this terrible monster
that does not discriminate and lurks around the world.
Whether we are affected by it directly or indirectly the fact
remains, cancer affects everyone.
Cancer Does Not
Discriminate
Every small act of courage to stand up and do ones part in
spreading awareness will make a larger impact that will
eventually explode into thousands of others doing the same
ultimately generating a continuous cycle.
The Power Is In
The People
M S S A GE
K
E
L S

17. your
LOGO
“WHAT IS A COMMUNITY HEALTH ADVISORY?”
17
COMMUNITY
A CHA is a Community Health
Advisor who goes out into the
community visiting local
community hot spots and gives
an easy to comprehend
educational session on early
detection, risk factors, and
experiences relating to breast
cancer and other types of cancer
as well.
ADVISORY
Once completion of the training
course the CHA is then
responsible to going out into the
community passing along the
wealth of information they have
gained throughout the CHA
program.
HEALTH
The CHA’s themselves, before engaging
the community, would undergo a baseline
training process that would give them
insight into such diseases, health risks,
and how to go through the program with
others.
C H A

18. your
LOGO
KEY AUDIENCES
18
FEMAMA
NGO’s
Through this campaign, non-
governmental organizations have
been the agencies main focus. In
order for FEMAMA to function
properly it is critical that this campaign
brings unification throughout all 58
affiliates.
COMMUNITIES
Anyone can be a subject to cancer which
is why the implementation of this
campaign heavily targets members of
Brazilian communities. With a new
unified agenda (CHA), affiliates will have
the power to reach out to members in the
community to raise awareness and
continue on with FEMAMA’s mission.
OTHER CANCER RELATED
INSTITUTIONS
With success of this campaign
other cancer related
institutions may want to
become affiliated with
FEMAMA
BREAST CANCER
PATIENTS
With FEMAMA being an organization
focused primarily on breast cancer, The
Alma Agency believes that breast cancer
patients can benefit from the CHA
program.

19. your
LOGO
SITUATIONAL ANALYSIS
19
S W
O T
Maintains 58 institutions throughout
Brazil
Award winning efforts
Dr. Caleffi’s Passion
World Cancer Day Webinar
Expand engagement & participation
Expansion of social media outlets
More events/fundraising efforts
Stronger pride/confidence in affiliates
Not enough engagement throughout
the 58 affiliates
Small structured organization
Brazil is 20 yrs. behind in breast
cancer treatment and support
Only 1 meeting a year
Silence of patients
Lack of confidence from affiliates
Lack of engagement/communication
Losing control of affiliated organizations
Strengths, Weaknesses, Opportunities, Threats

20. your
LOGO
20
G O A L
Through this campaign, The Alma Agency is striving to
establish stronger engagement through a unified communication
system between FEMAMA and their 58 affiliates.

21. your
LOGO
1. 2. 3.
CAMPAIGN OBJECTIVES
21
Initiate Increase Incorporate
Initiate the Community Health
Advisor training session for
each NGO within the first 30
day increment.
Increase patient and public
education through the NGO’s
implementation of the CHA
program within the second 30
day increment.
Incorporate an NGO recognition
system to highlight the success
that has come about from the
CHA program to serve as
incentives for continued NGO
engagement within the final 30
day increment.

22. your
LOGO
THE CIRCLE OF INFLUENCE
22
How Many
People Do You
Talk To?
DAILY
WEEKLY
MONTHLY
YEARLY
OVERALL

23. your
LOGO
90 DAY CIRCLE OF INFLUENCE
23
THE COMPREHENSIVE STRATEGY
Host a meeting to inform and train the
NGOs on how to successfully
implement the CHA program
throughout their communities. This can
be done at the yearly agenda meeting
or through various regional meetings at
FEMAMA’s convenience.
Use educational tools/CHA to help
raise awareness on breast cancer in
general throughout Brazilian
communities.
Incorporate an NGO recognition system
to highlight the success that has come
about from the CHA program to serve
as initiatives for continued NGO
engagement within the third 30 day
increment.
First 30 Days Initiate
Second 30
Days Increase
Final 30 Days Incorporate

24. your
LOGO
OBJECTIVE: Initiate the Community Health Advisor training session for each NGO
within the first 30 day increment.
24
STRATEGY: Host a meeting to inform and train the NGO’s on how to
successfully implement the CHA program throughout their communities.
T A C T I C
First
Create and distribute
CHA program
materials (Flip book,
Script, Program
Packet).
Secomd
Design a cohesive
program image to
show the unification
of CHA throughout
all NGOs.
Third
Require that all
NGOs display the
FEMAMA logo on
their website.
Fourth
Assign 1 to 2
community health
advisors within each
NGO.

25. your
LOGO
OBJECTIVE: Increase patient and public education through the NGO’s implementation of the
CHA program within the second 30 day increment.
25
STRATEGY:Use educational tools/CHA to help raise awareness on
cancer in general throughout Brazilian communities.
T A C T I C
First
Utilize a Flip Book to
educate the
community on
cancer.
Second
Require a minimum
of two CHA sessions
per month.
Third
Engage community
members in
conversation about
cancer awareness.
Fourth
Provide a Program
Evaluation Survey(s)
at the end of each
educational session.

26. your
LOGO
OBJECTIVE: Incorporate an NGO recognition system to highlight the success that has come
about from the CHA program to serve as initiatives for continued NGO engagement within the
final 30 day increment.
26
STRATEGY: Utilize an evaluation survey to gage NGO participation
and success of the CHA program
T A C T I C
First
Utilize social media
outreach to stay
involved and
informed on each
NGO’s efforts.
Second
Send out monthly
newsletters to
highlight specific
NGO’s
accomplishments.
Third
Reward achievements
by displaying the
exemplar NGO’s logo
on FEMAMA’s website.
Fourth
Implement a press event with
the recognized NGO to show
interaction and appreciation.

27. your
LOGO
SPOTLIGHT PROGRAM
27
NGO’s should refer a certain
amount of cancer survivors a
month for media coverage.
Referring Survivor
Recognize NGO participation
in the CHA program for
explemary amount of work.
CHA Participation
Influence political leaders to
update laws on patient
treatment to better serve the
community.
Political Advocacy
Engage NGO participation
through social media sites
such as Twitter, Facebook
and Blogs.
Social Media
Interaction

28. your
LOGO
THE DIVERSITY PLAN
28
Spreading knowledge and empowerment
For Everyone
The beauty of this campaign is the
unlimited possibilities it holds by the
word of mouth. Anyone in the
community can participate in the
educational Community Health
Advisory sessions.
Easy To Comprehend
The design of the campaign will be
easy to understand by everyone. It
will deliver valuable information in a
clear and concise way.
Minimal Expense
There is no charge to participate in the
educational sessions, it is solely
beneficial to the attendees and has the
potential to open people's eyes to the
impact of power in numbers.

29. your
LOGO
3rd2nd1st
OBJECTIVE 1
29
Initiate the Community Health Advisor training session for
each NGO within the first 30 day increment.
OBSTACLE
NGO’s may be hesitant to
participate in the CHA
program.
OBSTACLE
FEMAMA may lack financial
resources in order to create
materials needed for the CHA
program.
OBSTACLE
FEMAMA may lack financial
resources needed to host
CHA training session.
3rd2nd1st SOLUTION
To give NGO’s the
opportunity to gain national
exposure through the
recognition program.
SOLUTION
Require NGO’s to cover the minimal
cost of the CHA program materials or
to offer (free) personalized online
modules according to specific needs.
SOLUTION
The Alma Agency recommends
hosting the training session during
the annual agenda meeting, as there
would be no additional cost.

30. your
LOGO
2nd1st
OBJECTIVE 2
30
Increase patient and public education through the NGO’s implementation of the
CHA program within the second 30 day increment.
OBSTACLE
Community members may
not want to participate in the
program.
OBSTACLE
NGO’s may not adhere to the
required minimum of two
sessions per month.
2nd1st SOLUTION
Utilize word of mouth to
expand upon the benefits of
the CHA program.
SOLUTION
Evaluate participation through
the surveys following each
month.

31. your
LOGO
3rd2nd1st
OBJECTIVE 3
31
Incorporate an NGO recognition system to highlight the success that has
come about from the CHA program to serve as incentives for continued NGO
engagement within the third 30 day increment.
OBSTACLE
The NGOs have unanswered
questions due to the lack of
formal communications.
OBSTACLE
NGO’s may feel it is
unnecessary to put themselves
underneath a “spotlight”.
OBSTACLE
NGO’s may feel
unappreciated if they do a
notable amount of work and
do not get recognized.
3rd2nd1st SOLUTION
FEMAMA should stress the
importance of a collective
influence in order to obtain
their mission and goals.
SOLUTION
National recognition will
overshadow this obstacle and
the benefits of recognition will
absolutely reward the NGOs.
SOLUTION
FEMAMA should encourage
continued participation as
there are new opportunities that
will arise every month.

32. your
LOGO
EVALUATION
32
01
02
03
30 - Day Evaluation
● Ensure that all NGO’s are trained and educated in order to
be successful in implementing the CHA program.
60 - Day Evaluation
● Retrieve and evaluate all surveys distributed during
the first month of CHA program, in order to see an
increasing communication between the NGO’s and
FEMAMA.
90 - Day Evaluation
● Following the evaluation of the surveys and the
NGO’s participation of social media and
mobilization campaigns, FEMAMA can ultimately
determine if highlighting an exemplary NGO’s
efforts is a successful motivational tactic used to
increase others’ engagement.

33. Thank you for watching
this presentation!
We are,
The Alma Agency