Pro bono marketing


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Pro bono marketing

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Pro bono marketing

  1. 1. Sparsh Manchanda (B 36) Pratik Sharma (B 51) Abhishek Pal (B 45) Abhisheik Sheoran (B 57) Jeenoy Pandya (B 46) MARKETING
  2. 2. Introduction • Pro bono publico a Latin phrase meaning for the public good • Pro bono service is the donation of professional services for social organizations. • It includes everything from legal to marketing to strategic planning to human resources services
  3. 3. 1. 1942 : the Ad Council was born and with it, the field of public service advertising. Major Achievements of this campaign can be listed in the form of “Loose Lips Sink Ships” and “Only You Can Prevent Forest Fires”. 2. 1962 : President John F. Kennedy created The Lawyers' Committee for Civil Rights Under Law, dedicated to upholding civil rights HISTORYFOR PRO BONO
  4. 4. HISTORY FOR PRO BONO 3. 2001 : Taproot Foundation was founded to build on these historic efforts to make the pro bono service ethic part of every business profession 4. 2008 : The White House campaign – Billion + Change. 5. 2011 : The AIGA (professional association for design) Pro Bono Design Program and 80% of top business schools engage students in supporting pro bono
  5. 5. Partnership between The Save Our Seas Foundation and Times Newspaper •Pro Bono : One page ad given for free •Awareness regarding Shark Fin hunting • More freedom in work for agency
  6. 6. A wake up call • One of the most glaring problems facing the world today is: • How to overcome it? • Present efforts
  7. 7. Have we woken up? • Crude oil – lifeline of the world • However scientists predict an ominous trend – “Peak oil” • Alarm bells ringing
  8. 8. The background score & the thespian S-Oil’s ‘HERE’ balloon campaign.wmv
  9. 9. Credits • Out of the box thinking • Why is the Ad eye-catching? • Embraces the theme • 2 birds with one stone • Leaves a smile on your face
  10. 10. • 150,000+ tons of vinyl flex disposed off every year • Typically this waste is burnt in landfills, contributing to air pollution • Serious environmental and health hazard - Can cause cancers and infertility.
  11. 11. Some Questions ! • Has economic growth made us so blind that we have forgotten the environment? • What kind of a planet are we leaving for our future generations? • Why do we always blame external factors in any matter?
  12. 12. CHALO PALTAI CAMPAIGN How Simple initiatives bring about big Changes!
  13. 13. THE CHANGE – Recycling and Reusing Cut, Altered and redesigned the flex into:- 1. Bags 2. Table mats 3. Wall hangings CHALO PALTAI (LET’S CHANGE)  Created by Star Jalsha – India’s leading Bengali general entertainment Channel.  Star Jalsha had approximately 500 billboards in the city.  Flex taken to Star Jalsha factory instead of dumping lot.
  14. 14. • Free distribution. • 15000+ items distributed. • Every individual using Chalo Paltai item is doing their bit to help environment • Radio, a micro website and Facebook- Media Coverage • Educating and Engaging with public on roads, market places and colleges- Chalo Paltai Van. • Several Prominent Figures.
  15. 15.  Reduction in Carbon Emission. Precedent for other companies
  16. 16. Why is there so much hue and cry for water?  3.4 million people die each year from water related disease  780 million people lack access to clean water  By 2025, an estimated 1.8 billion people will live in areas plagued by water scarcity  90% rural population in India lacks access to safe drinking water INTRODUCTION
  17. 17. • Deadly fight between Kenyan herders and farmers in 2001 • Deadly clash in Kashmir, India in 2002 • Violence over Cauvery River in India in 2002 • Al Qaeda threatens US water in 2003 • Mexican farmers shot in duel over spring in 2004 WATER CONFLICTS
  18. 18. • Over 90 dead in Kenya water fight in 2005 • Injuries at protest in Orissa, India in 2007 • Violent protests in Nigeria in 2008 • Village attacked in Ethiopian water pipe conflict in 2009 • Violent protests over water shortages in New Delhi in 2012
  19. 19. • Unilever to provide 60 million households in water-scarce countries with laundry products that deliver excellent cleaning but use less water, by 2020 • In 2012 Unilever launched Comfort One Rinse, a fabric conditioner • In India and Cambodia Unilever expanded its launch besides Thailand, Vietnam, Indonesia and the Philippines. UNILEVER’S EFFORT
  20. 20. • In 2012 Comfort One Rinse products were used in 1.4 billion washes in 28.7 million households worldwide, a 66% increase on 2010 • By 2015 target is to reach 200 million consumers with products and tools that will help them to use less water while washing and showering. • The goal is to reach 400 million by 2020
  21. 21. The Tobacco Epidemic : Some facts A smoker will live 14 year less • Every cigarette you smoke can shorten your life by 11 minutes Secondhand smoke contains more than 50 cancer-causing chemical compounds • Nearly 80% of the world's one billion smokers live in low- and middle-income countries
  22. 22. Effect of Anti Smoking Ads • Smokers know the facts about cigarettes, but when they don’t see the damage themselves, there is less motivation to stop • Studies prove that Mass media campaigns can effectively reduce tobacco consumption by “shocking and disturbing ” smokers • Direct Correlation between Legacy’s (Anti Smoking Foundation) advertisement budget and household expenditure on cigarettes
  23. 23. “Denormalize smoking” strategy for socially conscious Utilize a “why-to-quit” strategy with use of graphic images “Gross it out” Strategy to instill hatred
  24. 24. 5 million YouTube views 200,000 Comments 40 % increase in calls to Thai Health Promotion Foundation (THPF)
  25. 25. Lot of worthy causes and staff may feel particularly passionate about different areas Ad Agency undertake projects to do social good, showcase their talent and get publicity all at once Challenge to marketers to produce something unconventional for the highly emotive and often fatigued audience for charities . Pro bono work is a distinct form of social responsibility activity
  26. 26. Thank You