bpn dubai young lynx competition gold award winner
DESCRIPTION
The winning presentation by Amar Abou Zahr and Nadim Karam, of BPN MENA, at the Dubai Lynx Young Lynx Competition. This media plan won the Gold Awards at the 2014 Festival.TRANSCRIPT
Amar Abou ZahrNadim Karam
+
Young Lynx Media Competition
Presentation
Our Ambitions
Building awareness about the Dubai Center for Special Needs
Reaching out to individuals within corporations
Incentivizing them to get involved
The Sad Truth
The only time people pay attention to
them is when they are forced to by their
school/company.
It is so easy to overlook people with
special needs; classifying them as a
burden with no potential for success
in society.
With the help of the established local talents (mentors) we have in the UAE, they can help the special people (protégés) reach their full potential in a very public way.
How can we shed light on the forgotten
ones?
Exposing their
untapped potential
INTRODUCING
THE DCSN MENTOR & PROTÉGÉ
INNITIATIVE
The Idea in Action
Approach the relevant
sponsors in each field
Document the step by step
educational and emotional
journey between the mentor and
protégé
Showcase the content on both parties media platforms and
create webisodes.
Exposing their untapped potential through
guidance from leaders in each field (art, music,
sports etc.)
Introduce their mentors to the
potential protégés from
DCSN
Art as a Pillar
Approaching Art Dubai as a sponsor to provide
artists as mentors.
Showcase the best works of each protégé at Art Dubai, Art Night DIFC.. And DCSN’s website
Create a platform for online/offline auctions of these works, fundraising art for a cause.
Have the artist guide the protégés through their
artistic development
Music as a Pillar
Approaching Du as a sponsor to provide local
music talents as mentors.
Sell the album as hard copy with the ability to
purchase online through
donations.
Document the musical journey of the protégés for people to stay updated
with their progress.
Have the musicians guide their protégés through the creation of
music/album.
It Doesn’t Stop There..
The same strategy of mentor & protégé can live across all creative and active platforms:
Culinary TheatreSports
Benefits of this Idea
• Longevity• Live on multiple
platforms • Newsworthy & PR-
able (free media)• Double revenue
streams: from corporations and
end consumers
And most importantly, portraying
special need individuals as capable and productive
members of society.
The Media Touchpoints
THE DCSN MENTOR & PROTÉGÉ
INNITIATIVE Owned
content
Earned content:1. Free PR
coverage2. Money earned
from the initiative
3. Associating with the sponsor’s media plans