This is the presentation slides made for the 1st round of Socio Camp 2014. Our main objective was to create awareness in the mass level to eradicate elderly abuse which is currently a major social issue, especially in the urban areas. The name of our campaign was ''Ajker tara, agamir amra. I loved working with my team on this topic because this might bring some benefit for the society. Please give your

1. TEAM
DEXTERS
A presentation by TEAM DEXTERS
আজকের তারা, আগামীর আমরাCAMPAIGN
আজকের তারা, আগামীর
আমরা

2. TARGET
AUDIENCE
PRIMARY TARGET GROUP
SECONDARY TARGET GROUP
PRIMARY TARGET GROUP
SECONDARY TARGET GROUP
URBAN AREA PEOPLE
AGE GROUP 22 -45
PRIMARY AND
SECONDARY
TARGET GROUPS
SOCIO ECONOMIC CLASS A,B
SOCIO ECONOMIC CLASS A,B SOCIO ECONOMIC CLASS C,D,E
SOCIO ECONOMIC CLASS C,D,E
AGE GROUP 22-45
URBAN AREA PEOPLE
RURAL AREA PEOPLE
RURAL AREA PEOPLE
28% 40%
10% 22%
AGE GROUP 7-22 AGE GROUP 7-22

3. PERCEPTION
CHANGE CAMPAIGN
Parents and other elderly people
associated with us are not taken
for granted.
To reduce the chances of aged
parents and elderly people
ending up in old homes or going
through mental trauma during
the last few years of their lives.
Making others realize the
importance and value of
parents and other elderly
people associated with us
To instill the importance and
value of parents and elderly
people from a very young age
EXPECTED OUTCOMESOUR OBJECTIVES
PERCEPTION CHANGE
To enlighten the youth to be
socially responsible towards
parents and other elderly
people
Children do not disrespect or
consider their parents and other
elderly people as burden when they
grow up.
IDEA
“To make people realize that today’s children
are tomorrow’s parents, and everyone
deserves to be treated the best”

4. At the very outset of our campaign, we will take permission from ‘The Social Welfare Ministry’ with a view that
we can undertake the entire campaign with full support from government and they will subsequently pass the
orders to the following officials and constantly reinforce the following events.
Union Parishad
Chairman
They have an influential power on the
entire population of a village.
The renowned and influential group of
people of the respective village will
create awareness.
Students from degree colleges
adjacent to each respective village
Uthan Boithak Representatives Involved
Capacity to bring the entire targeted
population in one specified area e.g: field.
Fix a date of the campaign to aggregate
the people of village in that area.
Through motivational speeches, he will
speak positively about the cause to raise
awareness.
Primary/High School Headmasters,
Homeopathic Doctors, Wealthy Land
Owners etc.
They will have an awareness raising
discussion in the courtyards of each
respective family.
A group of 10-12 students will address
each village to create awareness.
“BONDHUSHOBHA” of Prothom-Alo
will be affiliated to work here.
They will volunteer and organize the
entire campaign structure and
personally enhance awareness.
Their benefit: 1)They will get a national
social welfare certificate. 2)They will get
educational scholarships. 3)Suitable
amount of money.
1
RURAL CAMPAIGN
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5. Moncho Natok and Jatra
A highly effective means to grab the
attention of the villagers.
The main purpose of Dhulis will be to
spread the message of the campaign in
a rythmic musical mode.
Religious institutions(mosque, temple,
church, pagoda) can influence villagers
largely.
Dhulis Religious Factors
The content of the Moncho Natok and
Jatra will be based on ‘elder abuse’ and
it’s detrimental impact.
The prime aim is to eradicate this
problem through creating awareness.
Dhulis will play Dhols in front of various
tea stalls of villages and convey the
message.
Because, a perception exists that once a message is
discussed in the ‘tea stalls’ of a village, it spreads
throughout the village in no time.
Imams of mosques can render
information about the immoral sides of
elder abuse from religious perspective.
This will certainly connect an emotional
and sentimental linkage to stand against
elder abuse.
1 2 3
RURAL CAMPAIGN
and REACH
Direct
reach
Indirect
reach
25000
100000

6. EXTENSIVE PROMOTIONS TVC CONCEPT
• Positively EmotionalAdvertising Appeal
• Slice of LifeExecution Style
Son gets to
know his
father’s dream
of having a car.
Son tells his
father that his
dreams would
come true one
day.
Father sacrifices
his dreams and
brings up his son
with all he has.
Son grows up,
becomes
established and
turns his father
dream into
reality by buying
him a car.
Message: Right from our birth, our parents and relatives made many sacrifices just to fulfill
our dreams and wishes. Its our SACRED DUTY to love them, take care of them and keep them
happy when they are old. We should always keep in mind the sacrifices they have done for us
and assure their wishes come true because… Their Present is our Future!

7. URBAN
PROMOTIONS
PRIMARY SCHOOL
ACTIVATION
BILL BOARDS
NEWSPAPER ADS
ENGAGEMENT OF
BD CYCLISTS
1
1
4
3
2
COMMUNITY DISTRIBUTING STORYBOOKS
STORYBOOKS WITH 2-3 INTERESTING
STORIES OF PARENTS WITH PICTURES FOR
CHILDREN DISTRIBUTED FOR FREE
CREATIVE BILLBOARDS IN DENSE AREAS
CREATIVE PRINT ADS
AWARNESS EVENT THROUGH THEY
WEARING CAMPAIGN TSHIRT
* SAMPLE CREATIVES OF PRINT ADS, BILL BOARDS GIVEN IN AFTER SLIDES

8. SAMPLE
DISPLAYS আজকের তারা, আগামীর
আমরা
GOES WITH THE CAMPAIGN
HAS SIMPLE MEANING
EASY TO REMEMBER
CAPTURES ATTENTION
SIMPLE MESSAGE
HUGE
INDIRECT
REACH
REGULAR
AWARENESS
আমরা েখকনা কেউই জানক া না এে
মুক া হাসির জনয আমাকের া া-মা সে
েকরন... মকন করকখা, আজকের তারা,
আগামীর আমরা!
আজকের তারা,
আগামীর আমরা….

9. 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)
RURAL -
•Miking
•Tea-stall
conversations
•Jatra
•Dhuli
•Uthan Boithok
RURAL -
•Miking
•Tea-stall
• Jatra
• Moncho
Natok
• Dhuli
Discussions in
Mosques
• Uthan Boithok
URBAN-
•Print Ads
•TVC
•RDC
RURAL-
•Jatra
• Monch Natok
• Dhuli
• Uthan Boithok
URBAN-
•Bill-boards
•Print
Advertisements
•Bondhusobha
Campaign
RURAL-
•Tea-stall
conversations
• Moncho
Natok
• Dhuli
• Discussions in
Mosques
• Uthan Boithok
URBAN-
•TVC
•RDC
•Bill-boards
•BD Cyclists
RURAL-
Jatra
Dhuli
Discussions in
Mosques
Tea-Stall
conversations
Uthan Boithok
URBAN-
•Bill-boards
•Print
Advertisements
•Bondhushobha
Campaign
RURAL-
•Dhuli
•Moncho Natok
•Jatra
•Uthan Boithok
•Discussion is
mosques
URBAN-
•TVC
•RDC
•Bill-boards
•Print
Advertisements
•BD Cyclists

10. Total Campaign
Cost is the
Summation of all
Total ATL and
Total BTL Cost in
Red Marks
Break-down of the cost TOTAL
ATL
TVC Advertising + Exposure for 3 months 2500000 + 2500000 x 3 1 00 000 00
Print Advertising and others (Newspaper, Cinema Hall posters
etc) 20 00000
RDC Advertising + 3 months exposure 30000 + 500000 x 3 15 30 000
Bill-boards 70 000 x 10 x 10 70 000 00
Total ATL Cost 2,05,30,000
BTL:
For 1 village:
Miking 1500 x 3 4 500
Representative Expenses for 10 volenteers 600 x 10 6 000
For 3 days campaign: 6000x3 18000
Stage(Moncho Natok) and Activation
10000
Miscellaneous 2 500
TOTAL for 1 village 35 000
We’re targeting all the upazillas of Bangladesh(488 as per
statistics). So total activation cost here:
35 000 x 488 17080000
Now we target and apply similar activation as above in the
most densely populated 1000 villages of Bangladesh as per
statistics report to convey message:
For 1 village we’re considering again BDT 35000 as per
aforementioned calculation shown
Total cost for 250 villages 1000x 35000 35000000
Total BTL Cost 5,20,80,000
Total Campaign Cost
7,26,10,000
7,26,10,000
TOTAL
BDT
7,26,10,000
BUDGET