Cannes Young Lions Turkey 2013 competition presentation. Merve Aycan & Volkan Yazici More about Cannes Young Lions Turkey: http://www.rv.org.tr/events/cannes/211

1. “THE QUESTION IS
NOT,
"CAN THEY REASON?"
NOR,
"CAN THEY TALK?"
BUT
"CAN THEY SUFFER?”
JEREMY BENTHAM
#HEARMYVOICE
MERVE AYCAN
VOLKAN YAZICI

2. Objective
2
BUILD
AWARENESS
ON ANIMAL RIGHTS
AMPLIFY SITUATION
CHANGE BEHAVIOUR
MAKE
TARGET AUDIENCE ASK
THE MOST IMPORTANT
QUESTION:
‘’WHAT IF,
I WAS ONE OF THEM?’’
OBJECTIVES
MAKE PEOPLE
LISTEN THEIR HEART & GET IN ACTION INSTINCTLY
WHENEVER THEY HAVE EYE-CONTACT WITH AN ANIMAL.

3. SUSTAIN
LONG TERM
&
ACTIONABLE
AGENDA
DAILY
‘’NEWS CLOUD’’
MEDIA
IS BUILDING ITS
HYPES ON
SHORT CYCLES OF
NEGATIVITY
CHALLENGES

4. ASSETS
ANIMALWATCH
FOUNDERS
ANIMALWATCH
MEMBERS
3 TV SPOTS
PRINT ADS OOH
TWITTER & FB
ACCOUNTS

5. 5
PLATFORM
İdea
Donate your account
MAKE PEOPLE
TO BE THE VOICE OF ANIMALS
BY
DONATING THEIR
‘’SOCIAL VOICES’’
SOLUTION

6. EXECUTION
BUILD
#HEARMYVOICE
PLATFORM BY
OWNED
ASSETS
GATHER
ANIMAL
WATCHERS
SPREAD THE
ANIMALS’
POSSIBLE
STORIES
Building awareness
between inner circle
first, and then created
WOM will bring people
from outside.
Convincing people to
donate their ‘’social
voices’’ to animals,
even they will have to
be mute meanwhile.
Posting animals’
feelings&stories from
1st person point of
view via donated
accounts.

7. ‘’DO THEY HAVE TO ABANDON
ME JUST BECAUSE THEY BROKE
UP?’’
‘’IF I KNEW I WAS JUST A SUMMER
FRIEND, I WOULD TRY NOT TO GET
USED TO THAT LITTLE BOY’.’
‘’I SAW MY MOTHER JUST FOR 5
MINUTES AND THEY TOOK US
APART RIGHT AWAY. I MISS HER.’’
‘’I AM IMPRISONED UNTIL
SOMEONE WANTS TO BUY ME.
THEY SAY RUNNING IS FUN.’’
THEY MAY WANT TO
SAY

8. OCT 4th
ATL
BTL
TV Spot 1
(Call-to-action)
OOH
MAIL CHAIN
ACCOUNT DONATION
PRINT
SEP 15TH
OCT 31st
TV Spot 2
(Functional)
TV Spot 3
(Thank you)
ANİMALWATCH FACEBOOK + TWITTER ACCOUNTS
HYPE
TIMING
SEP 29TH SEP 8TH OCT 15THSEP 22ND
MAIL CHAIN

9. OBJECTIVE
MAKE PEOPLE
LISTEN THEIR HEART & GET IN
ACTION INSTINCTLY
WHENEVER THEY HAVE EYE-
CONTACT WITH AN ANIMAL.
IDEA
MAKE PEOPLE TO BE THE
VOICE OF ANIMALS
BY
DONATING THEIR ‘’SOCIAL
VOICES’’
SUMMARY
CHALLENGE
SUSTAIN
LONG TERM & ACTIONABLE
AGENDA
INSIGHT
ANIMALS CAN FEEL JUST LIKE
HUMAN BEINGS, BUT THEY CAN
NOT EXPRESS THEMSELVES.
RESULTS
WILL BE;
INFORMING PEOPLE ABOUT
ANIMAL RIGHTS & POINTING OUT
PET SHOP&SHELTER ISSUES.
USING EARNED MEDIA AS OWNED
MEDIA.
DEVELOPING EMPATHY BY
THINKING OF ‘’WHAT IF I WAS THE
ONE WHO HAS NO VOICE?’’
DIRECT PEOPLE TO
UNPLUG & RECHARGE
FOR A GOOD PURPOSE – BOTH
FOR THEM & FOR ANIMALS.
EXECUTION
AN ACCOUNT DONATION
CAMPAIGN WILL BE HELD
ON DIGITAL PLATFORMS.
TA WILL NOT BE ABLE TO
POST ANYTHING, ANIMALS
WILL BE POSTING
INSTEAD.