7-Eleven in Taiwan ran a famine relief campaign in 1992 to raise donations for drought and civil war victims in Africa. They aimed to collect NT$80,000,000 through donation boxes in their 720 stores, portraying themselves as "a neighbor who offers customers the opportunity to be good." The campaign used various media like TV commercials, outdoor ads, and newspaper ads to persuade the Taiwanese public to donate by appealing to their empathy and showing the need to save lives in Africa.

1. ADVERTISING AND PUBLIC
RELATION
TERM PAPER PRESENTATION ON
CASE- 7- ELEVEN’S 30- HOUR
FAMINE CAMPAIGN

2. INTRODUCTION
• During 1992 due to droughts & civil wars in Africa it has
resulted to a huge loss of life.
• 7-Eleven store outlet had also participated in the campaign to
provide financial assistance through donations.
• They mainly targeted Taiwanese peoples for collecting the
donations.
• During the campaign this 7- Eleven store advertised them by a
theme called “Saving a life not just a Relief”.
• For this campaign they had adopted various Mass media for
advertising purpose like Campus Famine Group, Subscription
Donations, Games.

3. CREATIVE BRIEF…
• DATE: 1-14-11
• BRAND: 7- ELEVEN’S
• JOB: OUTDOOR CAMPAIGN
• CAMPAIGN OBJECTIVE: The goal is to energize the gift from general
society. The battle intended to convince individuals of the need to give.
There was little fondness indicated to individuals that they ought to
give.
• TARGET GROUP: All Taiwanese were targeted for donation.
• TASK: TV commercials, out campaigns, bread boxes, famine bus,
games.
• CREATIVE MANDATORY: Should make people persuade to experience
the need of donation.
• CREATIVE DELIVERABLES: They have come up with “saving a life not
just a relief” they have shown little bit of emotion to move the people
that they should donate.

4. MEDIA BRIEF
THE MAIN OBJECTIVE:
• To raise NT$80,000,000 in donation from contribution boxes located
at their 720 nation-wide stores.
• To create a perception of seven eleven as “A neighbor who offers
customers the opportunity to be good”.
PRESS:
• Message received at home in a relaxed atmosphere they can think
and it will be good evidence to the people about the incidence in
Africa.
• Newspaper will have a better shelf life can be read in a leisure and
refer them whenever they required
TELEVISION:
• It reached a wide range of Audience
• Sight, Sound and color gave a dramatic emotional add
• Achieves viewer’s empathy
• Though it is high in cost message can reach to the many people
through television and it is high on credibility.

5. SUGGESTIONS FOR FUTURE
• TARGET AUDIENCE: We need to target the corporates and the
organization should take initiation to contribute towards the
relief fund by giving a day salary.
• OBJECTIVE: To raise the awareness amongst the people.
• TAG LINE: It could like “ It could be only a Rupee but it matters
a lot for us ”.
• PROMOTION: We’ll go through social networking.
• PUBLIC RELATION: Conduct press meet (we’ll give A/C No. &
Address.)
• CREATIVE MANDATORY.