This document outlines a proposal for a "Random Acts of Kindness Pay it Forward Day 2016" advertising campaign. It lists 15 requirements for the proposal, including key messages, target demographics, an outline, rationale, persuasive techniques, intended audience response, platforms for distribution, resources, research on previous campaigns, legal considerations, and budget. The goal is to create an advertising campaign that will go viral through humor, uniqueness, or other techniques to promote random acts of kindness.

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Proposal: Random Acts of Kindness Pay it Forward
Day 2016
1. Requirements of the Brief:
2. Key Messages to get across:
3. Deadline:
4. Target Audience (Demographic & Psychographic)
Age
Gender
ABC1C2DE
Psychographic
5. Outline (a 1 sentence synopsis of the advert)
 Beginning:
 Middle:
 End:
6. Rationale (How this will meet the requirements of the brief)

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7. Persuasive Technique (Altruism, Humour, Guilt, Compassion, Bandwagon,
Community)
8. Intended response from the audience
9. Why this will go Viral? (Humour, Outrageous, Taboo, Unusual, etc)
10.Platforms where it will be distributed (ie Youtube, Campaign websites, Social
Media sites)
11.Resources and Logistics
Character Breakdown
Locations
Costume
Props
Actors required/selected

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12.Research (audience feedback to support the idea, previously successful
campaigns)
13.Legal & ethical considerations (ASA, copyright, reactions to the content you are
uploading, misleading or exploitative?)
14.Budget (costs associated to produce the advert)
15.Constraints & Contingency plans