'Kalu Mal Pokuna' (The mystical pond), tells the story of young men and women who trek through the wilderness in search of a mystical pond that is rumoured to grant wishes. Each video of the series takes the audience through the character's quest to find the mysterious pond, and drink its water.
2. 2
• We know that YouLead is a 4-year project
• In these 4 years, we need to be single-minded in what value we
add to our target audience
• We need to be associated with emotions and feelings that get us to
a unique place in the audience’s mind
• We have done multiple strategies for YouLead. However, each
strategy re-invents the wheel i.e., what is the purpose, who is
audience etc.
3. (The one person you
would be happiest to
have helped)
Demographic:
18 years old. Lives in Meethrimulla.
Female. Family income is less than
30,000/month.
Psychographic:
• Craves stability. Fears a loss of control.
• Defines success in terms of money.
• Compares success against
contemporaries (relative/horizontal
social mobility)
Jobs:
• Bringing in income to the family
• Spend time with friends
• Planning for future (or daydreaming)
• Developing a unique identity among
group of friends
• Finding love
Based on our studies on the TG
4. They are eager to gain
control everywhere
except when choosing
their career.
5. If they have what it
takes to get out of
auto, they’re already
one step ahead
An unspoken truth
that sheds new light
onto the problem
6. Career/job is determined by
an academic system
designed to test an
individual’s ability to
memorize
Career/job is fixed and
doesn’t rely on individual
preference
Failure to stick to
career/job choice is
considered a personality
flaw
Career/job success is an
endurance game and
doesn’t involve passion
The more you delay personal
gratification (and health), the
more you achieve financial
success.
You amass enough money
to live comfortably and
pursue self actualization
If you are lucky,
you will become fulfilled
after around 30 years
7. YouLead hands them
the power to choose
the future they want.
What advantage we
give them.
8. After OLs and ALs, their
life decisions are
made on auto
They are eager to gain
control everywhere except
when choosing their career
Equips them with
knowledge, guidance and
support to get in control
Show them that YouLead helps
them get out of auto, if they have
what it takes.
9. If you have the will,
YouLead helps you get
in the lead.
12. Hope
Encouragement
Fulfillment Celebration
Honesty
Hope is a cognitive function
between the mammalian brain &
the prefrontal cortex. It is primarily
a function of the mammalian brain.
It’s a defense mechanism that
combats the anxiety created by
the amygdala.
The purpose of hope is to act in
times of uncertainty. Hope doesn’t
have to be felt intensely for us to
feel better.
13. Hope
Encouragement
Fulfillment Celebration
Honesty
Encouragement is a complex
emotion. In a behavioural context,
it acts as a reinforcement.
In the lizard brain, encouragement
through dopamine rewards help
us train habits.
In The more pleasurable (or less
painful) a behaviour is, the more
rewarding it feels.
In the mammalian brain, it is a
method of creating a relationship,
either interpersonally or
intrapersonally.
A word of encouragement that
comes from a loved one or
sometimes even a stranger can
create a sense of status of
relatedness and that changes
behaviour.
14. Fulfillment combines two
rudimentary human emotions:
Cheerfulness and purpose.
Purpose can be explained as a
sense of meaning, actualized
through self awareness and
helping others.
Hope
Encouragement
Fulfillment Celebration
Honesty
15. Celebration can be either
communal or societal. However
it can also be an individual
behaviour.
Communal celebration creates
a sense of belonging by reinforcing
status & relatedness. It can also
create a sense of fairness.
Individual celebration is gratifying.
A personal reward as
acknowledgement of a personal
accomplishment.
Hope
Encouragement
Fulfillment Celebration
Honesty
16. Other people celebrating you
+
You celebrating yourself
=
Elation
Acceptance
Pride
Gratification
