SlideShare a Scribd company logo
The thing is, they
95% of people
dislike         don‘t believe
                that the corruption
corruption.     could be dealt with.
To convince people   To give them reason
that Transparency    to donate to TI
International is
                     and not some other
succesful in
                     NGO or charity
fighting
corruption.
Why people donate charities?
   They feel compassion and
   donation gives
               them
   good feeling.


They don‘t see the point
in giving money to corruption-
fighters – they just dont get the
„good, warm feeling“
With your 1000
crowns, you may help TI
saving billions by unfolding
corrupt activities.

That means more money for
people who needs
them
Less corruption


Less of useless spending


Lower taxes                   Utilised spending



Everyone benefits      The „less fortunate“ benefits
Satisfaction
Give them a good feeling

Humor
In Czech, people like to laugh even
to serious issues

Curiosity
What‘s inside this nice box?
Made by handicapped
                              people in protected
                              workshop

Box of wine is the
notorious symbol of
corruption in Czech
Rep.


    BOX CONTENT
    Reason to believe
    TI‘s previous successes
    How to donate
Directed distribution & PR
    Utilizing TI Club members


Mass distribution
engaging TA at relevant places
People think they can´t   do
 anything about corruption
                                 they rather donate to charities for
                                 good, warm feeling
 we have to give them reason
 why to donate to
 Transparency International
                                  the reason is that their
                                  donation benefits the whole society
                                  in the end

we‘ll use the humor, give
them satisfaction and spark
their curiosity with wine       using owned   sources, we will
box                             share the message among target
                                audience

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Yl2013media 02 Starcom MediaVest Group tym1

  • 1. The thing is, they 95% of people dislike don‘t believe that the corruption corruption. could be dealt with.
  • 2. To convince people To give them reason that Transparency to donate to TI International is and not some other succesful in NGO or charity fighting corruption.
  • 3. Why people donate charities? They feel compassion and donation gives them good feeling. They don‘t see the point in giving money to corruption- fighters – they just dont get the „good, warm feeling“
  • 4. With your 1000 crowns, you may help TI saving billions by unfolding corrupt activities. That means more money for people who needs them
  • 5. Less corruption Less of useless spending Lower taxes Utilised spending Everyone benefits The „less fortunate“ benefits
  • 6. Satisfaction Give them a good feeling Humor In Czech, people like to laugh even to serious issues Curiosity What‘s inside this nice box?
  • 7. Made by handicapped people in protected workshop Box of wine is the notorious symbol of corruption in Czech Rep. BOX CONTENT Reason to believe TI‘s previous successes How to donate
  • 8. Directed distribution & PR Utilizing TI Club members Mass distribution engaging TA at relevant places
  • 9. People think they can´t do anything about corruption they rather donate to charities for good, warm feeling we have to give them reason why to donate to Transparency International the reason is that their donation benefits the whole society in the end we‘ll use the humor, give them satisfaction and spark their curiosity with wine using owned sources, we will box share the message among target audience