Download - Yl2013media 03 tyle_smida
Stay Clean!
Jan Tyle & Zdeněk Šmída
INSIGHT
Dirt, Distrust, Addiction
Affects individuals, families and society
Feelings of helplessness, desperation
Parents don’t want children to get engaged
Corruption is like Hard Drug
SOLUTION
Drugs: strong negative connotations
Show corruption as serious problem as drugs
Shock: breaking convention
Fresh perspective
Emotions rather than facts
EXECUTION
Make people sick as corruption should
Low cost (less than 10 CZK/piece)
Paper inside looks like money
Mystery, Curiosity
Distribution: frequented places in Prague
(and) another big cities
Injections
EXECUTION
Make people passionate about fighting against
corruption and encourage positive action
Call to action: Donate!
Join Transparency International Club
Message inside
OBJECTIVE
Word of mouth
PR, Media: press kit
Emphasis Transparency International Club
Provide selected media with the whole story
Respekt, ČT, LN, MFD, Česká pozice, iHned.cz
Buzz
OTHER EXECUTION IDEAS
Sugar cocaine
Whistle blower’s center = “Drop-in” helping
society get rid of the plague
Earn publicity by controversial and intense campaign. Inform about TIC and develop story through media.
Raising discussion. Word of mouth. Social media.
SUMMARY
INSIGHT
SOLUTION
EXECUTION
PR
CHALLENGE
BUZZEARNED MEDIA
Gain 500 Transparency International Club members in 2013.
Corruption is as dangerous to society as hard drugs.Dirt, distrust and addiction.
Use controversial actions and strong negative connotations of drugs to create buzz about corruption.
Make people passionate about fighting against corruption and encourage them to join TIC.