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TEAM DEXTERS ROUND 2(1)
- 1. TEAM DEXTERS Topic Name : Awareness campaign for preserving water A presentation by TEAM DEXTERS “সংরক্ষণ! ননরাদ ভনিষ্যতের জনয’’CAMPAIGN “াননর অচয় ররাধ কনর নেু ন প্রজন্ম রক রক্ষা কনর’’
- 2. Facts and figures on water usage in Bangladesh Main 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 FINDINGS SHORTAGE : 20 CRORES LITRES EVERYDAY IN BANGLADESH
- 3. OUR OBJECTIVES AND OUTCOMES PERCEPTION CHANGE Efficient 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 generations OUR OBJECTIVES EXPECTED OUTCOMES
- 4. TARGET AUDIENCE PRIMARY TARGET GROUP SECONDARY TARGET GROUP PRIMARY TARGET GROUP SECONDARY TARGET GROUP URBAN AREA PEOPLE AGE GROUP 7-14 PRIMARY AND SECONDARY TARGET GROUPS SOCIO ECONOMIC CLASS A,B,C SOCIO ECONOMIC CLASS D,E SOCIO ECONOMIC CLASS D,E SOCIO ECONOMIC CLASS A,B,C AGE GROUP 15 and above RURAL AREA PEOPLE URBAN AREA PEOPLE RURAL AREA PEOPLE 40% 20% 18% 12% AGE GROUP 15 and above AGE GROUP 7-14
- 5. We asked a few households about the misusage of water..
- 7. BIG IDEA 1 2 2 3 1 3 “To make people realize that proper water consumption is the only way to save water for our future generations” Urban Campaign Rural Campaign Activation campaigns Conscious use of water NO Misusage of water Awareness from childhood STRATEGIES OUTCOMES
- 8. SlOGAN AND LOGO GOES WITH THE CAMPAIGN CREATIVE MEANING COHERENT WITH BIG IDEA CAMPAIGN LOGO “াননর অচয় ররাধ কনর নেু ন প্রজন্ম রক রক্ষা কনর’’ CAMPAIGN SLOGAN GOES 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 WHY will the company respond to our proposal positively ? This will certainly be a huge CSR The image of the company increases
- 10. SAMPLE CREATIVES াননর অচয় ররাধ কনর নেু ন প্রজন্ম রক রক্ষা কনর াননর অচয় ররাধ কনর নেু ন 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 Externa l reach 50 3000 Each vehicle has such immense reach on average SAMPLE CREATIVES BUSES REAR SIDE BUSES 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 Winners will 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 coverage Incentives: •Free T-shirts •Free refreshments ASSOCIATION OF BD CYCLISTS
- 15. SAMPLE CREATIVES FREE TSHIRTS TO RAISE AWARENESS ALL OVER THE COUNTRY BY BD CYCLISTS FRONT BACK াননর অচয় ররাধ কনর নেু ন 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 clothe 4.Random people write their views and sign 5.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 অচয় ররাধ কনর নেু ন প্রজন্ম রক রক্ষা কনর’’ ''পানি সংরক্ষণ করুি… নিরাপদ ভনিষ্যতের জিয'' INDIRECT REACH
- 18. CHALLENGE CELEBRITY HOLDS THE BANNER ACTING AS BUZZ AGENTS NOMINATE OTHERS PROMOTE THE CAUSE ITWILLCREATEABUZZ!!! INDIRECT REACHAWARENESS
- 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 Factors Imams 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 LIFE Appeal: 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 WATER ENCOURAGE TO USE WASHING MACHINES RECYCLE 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-down of the cost TOTAL ATL TVC Advertising 2800000 + 3 months exposure – 75,000,00 x 2 1,78,000,00 Print Advertising 20 00000 Bill-boards 70,000 x 15 units x 9 months 94,50,000 RDC Advertising 30,000 + (500000 x 3) x 2 30, 30, 000 Total ATL Cost 3,22,80,000 BTL URBAN 1) 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 1000 volunteers x (food and t-shirt)= 1000 x 150 = 1,50,000 For 6 campaigns – 150000 x 6 9,000,00 3) Social Clubs Activation 200 yard clothes – 60 x 200 12,000 Markers – 20 pieces x 60 taka 1200 Certificates – 30 pieces x 20 taka 600 Food – 30 boxes 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.(For each Upazillas) Miking 1500 x 2 3000 Monch Natok and Jatra 10000 + 5000 15,000 Representatives Food + Stay = 600 x 12 repres. X 3 days 21,600 Miscellaneous 5000 Total cost for each UZ 44600 For 488 Upazilla 44600x488 2,17,64,800 2. Targeting most densely populated 1000 1000 x 35,000(each village) 3,50,00,000 Total BTL Cost 6,61,69,300 TOTAL CAMPAIGN COST ATL+BTL 9,84,49,300
- 28. THANK YOU! QUESTIONS? A presentation by TEAM DEXTERSFUNDED BY