This document outlines an advertising campaign to raise funds for street children welfare in Sri Lanka. The campaign aims to raise 10 million rupees with nationwide participation. It will use creative strategy based on insights about Sri Lankan culture of donating and togetherness. The campaign theme is "Street to School" and fund is called "Doo Daruwo". Advertisements will use television, print, radio, digital and social media. The identity, positioning and creative expression are designed in Sri Lankan context to change perceptions and reach all stakeholders and communities across 360 degrees. The conclusion is that the campaign is culturally insightful and aims for nationwide reach to support street children welfare.
Children in Street Situations - Thematic policy
This thematic policy describes Tdh’s approach on Children in Street Situations (CSS). This policy defines Tdh’s main operating framework for children living in street situation projects. The document serves as a reference and provides guidelines, model of action and strategic target. The aim of “Children in Street Situation” projects is to develop or support individual and social resources in order to give CSS and their families a greater capacity to choose, and to create alternatives to the street situation within society to ensure that CSS and their families are integrated socially.
Children in Street Situations - Thematic policy
This thematic policy describes Tdh’s approach on Children in Street Situations (CSS). This policy defines Tdh’s main operating framework for children living in street situation projects. The document serves as a reference and provides guidelines, model of action and strategic target. The aim of “Children in Street Situation” projects is to develop or support individual and social resources in order to give CSS and their families a greater capacity to choose, and to create alternatives to the street situation within society to ensure that CSS and their families are integrated socially.
The findings of a National study released on children in street situations will be used to deliver better services for children and families in need.
The study highlights that Albanian society cannot afford to lose a generation without a childhood and gives an accurate picture of the situation of street children in Albania. It presents some of the causes; the effects on children who are on the streets; the interventions currently offered to street children; and the emerging gaps. It concludes with possible strategies on how to assist.
Street children in malawi a reflection of broken homes or a care-less society.Maggie Sadrake
I was invited to a public lecture at the Catholic University of Malawi on the topic of street children. I hope my insights helped the students understand the area of children in vulnerable situations. For more on what programs Samaritan Trust offers visit www.samaritantrust.org .
Psychology and Architecture in Cities: Phallic ArchitectureUlaş Başar Gezgin
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Keywords: Architecture, psychology, environmental psychology, participatory planning, and social engineering.
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Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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The findings of a National study released on children in street situations will be used to deliver better services for children and families in need.
The study highlights that Albanian society cannot afford to lose a generation without a childhood and gives an accurate picture of the situation of street children in Albania. It presents some of the causes; the effects on children who are on the streets; the interventions currently offered to street children; and the emerging gaps. It concludes with possible strategies on how to assist.
Street children in malawi a reflection of broken homes or a care-less society.Maggie Sadrake
I was invited to a public lecture at the Catholic University of Malawi on the topic of street children. I hope my insights helped the students understand the area of children in vulnerable situations. For more on what programs Samaritan Trust offers visit www.samaritantrust.org .
Psychology and Architecture in Cities: Phallic ArchitectureUlaş Başar Gezgin
Psychology and Architecture in Cities:
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Abstract
The urban links between psychology and architecture is closer than it looks at first glance: A somehow marginalized literature focuses on the notion of ‘phallic architecture’ which is loosely conceptualized as the urban high rises that were intentionally or unintentionally built to symbolize phallus. While global examples of intentional phallic architecture usually serves as touristic attractions, psychology as a discipline rarely focused on unintentional phallic architecture. Given the scarcity of comprehensive works on this topic, this paper tries to develop some psychologically-grounded arguments based on a few relevant sources.
Secondly, the paper reviews discussions about urban quality of life and the notion of ‘skyscraped city’ from a psychological perspective, together with spatial segregation not only on class lines or ethnic lines, but also on the distinction between advantaged vs. disadvantaged urban residents including social capital relations.
Thirdly, the paper connects the area of environmental psychology with the participatory approaches in the field of urban planning to extend beyond a critique of existing order by detailing a ‘planning for people, by people and with people’ framework. As stated in Gezgin (2011), environmental psychology revolves on research about the following: “Psychological effects of urban policies; place attachment and place identity; perceptions of city image and urban design; pro-environmental behavior, transportation choices, urban navigation and commuting issues; urban noise, recycling behavior, energy-related behaviors, green identities; and perceptions, attitudes and information on green issues such climate change, global warming, sustainability, conservation, biodiversity, and mitigation measures.”
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Creative planning at the Alzheimer's Society | Creatives Group | 20 September...CharityComms
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Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
The significance of brand and how to research it, drawing on the experiences of two national charities and nfpSynergy’s experience in tracking charity brands over time.
A session about Crowd-Funding given by Nick Burne at THINK Consulting Solutions at the IOF National Convention in July 2011 with Ed Whiting from WeDidThis and Tamasine Johnson from the National Trust.
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1. Advertising Campaign
Fund raising for street children Welfare
N.N.I De Silva 2010/MBA/WE/MKT/14
N S D Nishantha De Silva 2010/MBA/WE/MKT/09
R Shyamali Dias 2010/MBA/WE/MKT/15
A.W.B. Karalliyadda 2010/MBA/WE/MKT/12
Parakrama Sumanarathna 2009/MBA/WE/MKT/07
2. Introduction, background and overview
of the status of the welfare for street
children
Introduction to the Campaign and Key
issues identified
Creative strategy - The Brand promise,
The real insight, Big Idea and the Creative
expression
Advertising Campaign – Advertising
strategy, Target audience, media and
medium strategy
Conclusion
Order Of Presentation
3. Why are these children on the streets?
Why is it a problem ?
Current status
The Department of Probation and
Child care Services
Introduction, Background &
Overview Of The Status
4. Introduction To The Campaign And
Key Issues Identified
• Objectives of the Campaign
• To Raise a fund - Rs. 10 million
• To get entire nation participating
• To change the attitude and perception
• Stakeholders of the Campaign
• Corporate – Government institutes and private
organizations
• Villages/towns as one community
• Schools and Universities
• Families and Individuals
• Clubs, Associations and Charity organisations,
and Sri Lankan Expats
5. 1. Inadequacy of capital to handle the
welfare of street children
2. The public reluctance to give to fund
raising campaigns
3. A wide coverage and reach is
required in order to cover the 360
degree scope
Key Issues
7. The Real Insight
We have used a combination of three
insights:
“donating” culture
“togetherness in need / Ape kama”
“reactive/better follower” concept
The big idea is developed on the above
insight and the creative expression is build
and designed on the big idea.
8. Generated from the insights : kind heartedness to give
(reason being that they are our own children) through
which the funds will be raised. Emphasis : nation’s
responsibility
“ One and all can give ”
Everyone may not have earned or saved money to
donate, but yet, there are many ways to give and we
need to open their eyes to see these ways.
The Big Idea
9. Creative Expression
Brand promise : “Responsibility” and
“Accountability”
Real insight : “Giving culture”,
“Togetherness / Ape kama” with “better
follower” concept
Big Idea : “One and all can give”
Campaign Theme Name - “Street to School”,
the
the potential story
Campaign Fund Name - “Doo Daruwo”
10. Brand promise, Real Insight and the Big Idea coupling with the theme and fund name, we have designed the creative expression as follows ;
Brand promise, Real Insight and the Big
Idea coupling with the theme and fund
name, we have designed the creative
expression as follows ;
11. Campaign Execution
Advertising strategy :
– Phase I : A “60 seconds” teaser
campaign with a unique
background music and song
– Phase II : Campaign to
generating funds for Street Child
12. Depending on the Stakeholders
• Schools and Universities
• Corporates
• Government & Private Organizations
• Family and Individuals
• Villages
• Clubs, associations and charity
organisations
360 degree Consumer /
Stakeholder Touch points
13. Media and
medium strategy
Television
Print media
Radio broadcasting
BTL advertising and
Digital media
15. Identity created is consistent
Changing consumer perception and
positioning the brand
Consumer insight is very cultural
based
Big Idea developed based on the
insights
Creative Expression was designed in
the Sri Lankan context
360 degree reach
in campaign news
CONCLUSION
16. Use of celebrity - brand ambassador
is used based on
relevant factor rather than the
popularity factor, link his
personality traits and true life style
- caution is taken not to
overshadow nor dominate
the real objective and insight
We have used a combination of three insights: the “donating” cultural insight, “togetherness in need / Ape kama” insight and the “reactive/following” natureof people insight to develop the big idea on which the creative expression is build. This is a very deep and felt truth and will bind our brand with the consumer / stakeholder.
Advertising strategy :Phase I : A “60 seconds” teaser campaign with a unique background music and song ;to create awareness what government is doing currentlyUse of both rational and emotional appealPhase II : Campaign to generating funds for Street Childlaunching this after 2 weeks of the first campaignfocus on generating fundstargeting each stakeholder separately and present case studies
Schools and Universities :TV, Radio, Newspapers, notice boards, handouts, school bus bill boards, class room ETC.,Corporates – CEO forums, Business magazines, digital displays, conference rooms, pennants, notices in the lift, etc.,Family and Individuals : TV, Radio, Newspapers, emailers, Sms, Hoardings, leaflets with the paper or product, shops, super marketsVillages : TV, Radio, Newspapers, town shops, leaflets, frequent announcementsClubs, associations and charity organisations : emailers, TV, radio, leaflets, monthly news letters
Television - emotional and rational appeal will be applied , high involvement, Print media, Radio broadcasting, BTL advertising and Digital media SMS - reinforcement of the message Social Media - more engagement Website - Sri Lankan expats. Mobile App - Sri Lankan expats, Non-Sri Lankans Email Marketing - contributor database, regular communication Each media and medium is selected based on : - evaluating its strengths, - assessing its impact, - most effective selected