The document proposes a marketing campaign targeting university freshmen from Generation Z to promote joining AIESEC's "Proud Dislikers Club". The campaign would leverage social media platforms like Instagram and messaging apps like WhatsApp to showcase current members sharing what issues they dislike and how that motivated them to join AIESEC to enact change. The campaign includes an "International Dislike Day" event and a website to showcase ambassador testimonials about disliking issues and taking action through the club. The goal is to reframe AIESEC's image for this target group by connecting on issues they care about and using preferred communication methods.

1. Talking about what young people should and could
do to make the world a better place is too vague
and wide for people born around the year 2000 to
actually connect with it.
The concept of "saving the world", "keeping the
peace", "helping everyone" is like from MISS
Universe contest.
That's why we chose to use their language of likes
and dislikes and pointed out the big problems
which they care about.
We show them exactly what change one can do
with a single dislike. None. It will not change the
world, but one has to start somewhere.
And the best starting point how to make your
dislike matter is to join our Proud Dislikers Club -
AIESEC.
We will show current members as Ambassadors
and they will tell what dislike made them change
their "don't care" attitude to join our club and make
a dislike matter.

2. CREATIVE INSIGHT WHAT IS OUR SOLUTION? HOW WILL IT WORK?
Our main target group are University
freshmen from Generation Z who were
born in the world of Internet and social
media.
They are used to express themselves
via social media channels. If they want
to show an interest, they share it, if
they want to show support, they like it
and if they don’t agree, they dislike it.
But they are not ignorant, most of them
don’t want to stop at that. They want to
act on their dislikes. They want to
belong somewhere and they know that
they are not like the rest of students.
On the other hand, AIESEC is not a
solution in their minds and we want to
change it.
“In the world where “like” is more
than pat on the back it is not easy to
be real. Give just a dislike won't
change anything. Well, I'm not like
the others, I do more.”
Activate our 70.000 of Club of
Proud Dislikers ambassadors via
asking them to show and tell us what
do they dislike. This will help us to
break a barrier in peoples minds about
AIESEC and to show people what and
why are we doing.
September the 2nd is anniversary of
end of the World War II and we will held
it as International dislike day. This
has strong connection to the reasons
why was AIESEC founded and is on the
beginning of semester – this will start
our campaign.
Every student will receive mail from the
university and they get to vote with
stickers designed as “dislike” to what
they dislike the most.
In the rest of September there will be
messages all over IG and FB from our
ambassadors as well as out Insta
Stories campaign where we will use our
allocated budget.
To make the right people join our Proud
Dislikers Club!
The key to their hearts is not based on the far
far away topics and people they don't know –
we have to come closer to them. Using their
communication language is one part of the
key (likes and dislikes) and a bit of humor
with people they might know from the Uni will
do the rest.
We combine internal and external campaigns.
Our target is to use 70.000 Proud Dislike
Club members (number of current members)
who will passionately share their dislikes with
the rest of the world. To get even closer to our
TA we will set WhatsApp for every country so
the applicants will be able to ask anything
they want to know in the way they are used
to.
The external campaign will consist from 2
phases: International dislike day on
September 2nd and website dislike.it where
everything will be stored.
.

3. 1. INSTAGRAM
Ambassador Content and
Sponsored Stories
2. WHATSAPP
Support
3. BLOG
Testimonials from
ambassadors

4. AMBASSADOR CONTENT
Personal stories of members of our Proud Dislikers Club who explain how disliking something made
them join AIESEC and do something about it.
1. INSTAGRAM
Ambassador Content and Sponsored Stories
SPONSORED
STORIES
Humorous quotes
focusing on the
biggest world
problems and
stating that disling
doesn’t change
anything but it’s a
start.

5. 2. WHATSAPP
Support
Every UNI will have their own number connected to WHAT’S APP to get
even closer to potential members.
This tool should help us to aim better conversion rate (2:1) and also
break the barriers in Freshmen’s minds as texting is their main tool of
communication.
If the Freshmen want, they can not only find numbers for local
Universities but they can get in touch with foreign members also.

6. 3. BLOG
Testimonials from Ambassadors
It would be great if we could create a
place for all member’s stories so we can
use them for future purposes and to
share the passion of being a member of
Proud Dislikers Club.
It is also an authentic content where
potential members can get information
from the first hand.