Team Dexters-Socio Camp Slides

1. TEAMDEXTERSTopic Name : Awareness campaign for preserving waterA presentation by TEAM DEXTERS“সংরক্ষণ! ননরা঩দ ভনিষ্যতের জনয’’ CAMPAIGN “঩াননর অ঩চয় ররাধ কনরনেুন প্রজন্ম রক রক্ষা কনর’’

2. Facts and figures on water usage in BangladeshMain 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 FINDINGSSHORTAGE : 20 CRORES LITRES EVERYDAY IN BANGLADESH

3. OUROBJECTIVES AND OUTCOMESEXPECTED CHANGE IN PERCEPTIONEfficient 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 generationsOUR OBJECTIVES EXPECTED OUTCOMES

4. TARGET AUDIENCE PRIMARY TARGET GROUP SECONDARYTARGET GROUP PRIMARY TARGET GROUP SECONDARY TARGET GROUP URBAN AREA PEOPLEAGE GROUP 7-14PRIMARYAND SECONDARY TARGET GROUPSSOCIO ECONOMIC CLASS A,B,CSOCIO ECONOMIC CLASS D,E SOCIO ECONOMIC CLASS D,E SOCIO ECONOMIC CLASS A,B,C AGE GROUP 15 and aboveRURAL AREA PEOPLE URBAN AREA PEOPLE RURAL AREA PEOPLE 40% 20% 18% 12% AGE GROUP 15 and aboveAGE GROUP 7-14

5. We asked a few households about the misusage of water..

6. FINDINGS45% 35% 15% 5% KITCHEN GARAGE WASHROOM CENTRAL BASIN

7. BIG IDEA 1 2 2 3 1 3“To make people realize that proper waterconsumption is the only way to save water for our future generations” UrbanCampaign Rural Campaign Activationcampaigns Conscioususe of water NO Misusage of water Awarenessfrom childhood OURSTRATEGIES POTENTIALOUTCOMES

8. SlOGANAND LOGO GOES WITH THE CAMPAIGN CREATIVE MEANING COHERENT WITH BIG IDEA CAMPAIGN LOGO “঩াননর অ঩চয় ররাধ কনরনেুন প্রজন্ম রক রক্ষা কনর’’ CAMPAIGN SLOGANGOES 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 WHYwill the company respond to our proposal positively? This will certainly be a huge CSR The imageof the company increases

10. SAMPLE CREATIVES ঩াননর অ঩চয় ররাধ কনরনেুন প্রজন্ম রক রক্ষা কনর঩াননর অ঩চয় ররাধ কনরনেুন 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 External reach 503000Each vehicle has such immense reach on average SAMPLE CREATIVES BUSES REAR SIDEBUSES 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 Winnerswill 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 coverageIncentives: •Free T-shirts •Free refreshments ASSOCIATION OFBD CYCLISTS

15. SAMPLE CREATIVES FREE TSHIRTS TO RAISE AWARENESS ALL OVER THE COUNTRY BY BD CYCLISTSFRONT BACK ঩াননর অ঩চয় ররাধ কনরনেুন 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 clothe4.Random people write their views and sign5.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 অ঩চয় ররাধ কনরনেুন প্রজন্ম রক রক্ষা কনর’’ ''পানি সংরক্ষণ করুি… নিরাপদ ভনিষ্যতের জিয'' INDIRECT REACH

18. CHALLENGECELEBRITYHOLDS THE BANNERACTING AS BUZZ AGENTS NOMINATE OTHERS PROMOTE THE CAUSE IT WILL CREATE A BUZZ! INDIRECT REACH AWARENESS

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 FactorsImams 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 LIFEAppeal: 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 WATERENCOURAGE TO USE WASHING MACHINESRECYCLE 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-downof the cost TOTAL ATL TVC Advertising 2800000 + 3months exposure –75,000,00 x 2 1,78,000,00 Print Advertising 2000000 Bill-boards 70,000 x 15 units x 9 months 94,50,000 RDCAdvertising 30,000+ (500000 x 3) x 2 30, 30, 000 Total ATL Cost 3,22,80,000 BTL URBAN1) 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 1000volunteers x (food and t-shirt)= 1000 x 150 = 1,50,000 For 6 campaigns –150000 x 6 9,000,00 3)Social Clubs Activation 200yard clothes –60 x 200 12,000 Markers–20 pieces x 60 taka 1200 Certificates –30 pieces x 20 taka 600 Food –30boxes 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.(Foreach Upazillas) Miking 1500 x 2 3000 Monch Natok and Jatra 10000 + 5000 15,000 Representatives Food + Stay = 600x 12 repres. X 3 days 21,600 Miscellaneous 5000 Total cost for each UZ 44600 For488 Upazilla 44600x488 2,17,64,800 2. Targeting most densely populated 1000 1000x 35,000(each village) 3,50,00,000 TotalBTL Cost 6,61,69,300 TOTAL CAMPAIGN COST ATL+BTL 9,84,49,300

27. TOTAL CAMPAIGN COST: BDT 9,84,49,300

28. THANK YOU! QUESTIONS? A presentation by TEAM DEXTERS FUNDED BY