1. 1. TEAM DEXTE RS Topic: Awareness campaign for preserving water ! CAMPAIG N A presentation by TEAM
2. 2. Facts and figures on water usage in Bangladesh Main sources of water Surface Water Ground Water Rainfall Underground water is going down by 1-3 meters every year. According to DWASA, Dhaka, Bangladesh capital requires 2.2 billion litres a day, but can only produce 1.9 to 2 billion. The water usage in the rural areas is 20-40 litres per person per day The water usage in the urban areas is 200 litres per person per day . Source : http://dwasa.org.bd/ http://water.org/country/bangladesh/ http://www.unicef.org/ RESEARCH FINDING S SHORTAGE : 20 CRORES LITRES EVERYDAY IN BANGLADESH
3. 3. OUR OBJECTIVES AND OUTCOMES PERCEPTION CHANGE Efficient and effective use of water Conscious people Preserve water in all ways To change current mindset that water is not a permanent resource That we must save water for future generations OUR OBJECTIVES EXPECTED OUTCOMES
4. 4. TARGET AUDIEN CEPRIMARY TARGET GROUP SECONDARY TARGET GROUP PRIMARY TARGET GROUP SECONDARY TARGET GROUP URBAN AREA PEOPLE AGE GROUP 7-14 PRIMARY AND SECOND ARY TARGET GROUPS SOCIO ECONOMIC CLASS A,B,C SOCIO ECONOMIC CLASS D,E SOCIO ECONOMIC CLASS D,E SOCIO ECONOMIC CLASS A,B,C AGE GROUP 15 and above RURAL AREA PEOPLE URBAN AREA PEOPLE RURAL AREA PEOPLE 40% 20% 18% 12% AGE GROUP 15 and above AGE GROUP 7-14
5. 5. We asked a few households about the misusage of water..
6. 6. FINDIN GS 45 % 35 % 15 % 5% KITC HEN GARA GE WASHROO M CENTRAL BASIN
7. 7. BIG IDEA 1 2 2 3 1 3 To make people realize that proper water consumption is the only way to save water for our future generations Urban Campaign Rural Campaign Activation campaigns Conscious use of water NO Misusage of water Awareness from childhood STRATEGIES OUTCOMES
8. 8. SlOGAN AND LOGO GOES WITH THE CAMPAIGN CREATIVE MEANING COHERENT WITH BIG IDEA CAMPAIGN LOGO CAMPAIGN SLOGAN GOES WITH THE CAMPAIGN HAS SIMPLE MEANING EASY TO REMEMBER
9. 9. URBAN PLAN 1 We will target the market leaders of various water related convenience goods Toothpaste, Shaving Cream, Shampoo, Hand wash, Detergent Packaging will consist the message SAVE WATER, BECAUSE EACH DROP COUNTS The message reach will be on a daily basis and clearly visible WHY will the company respond to our proposal positively ? This will certainly be a huge CSR The image of the company increases
10. 10. SAMPLE CREATI VES THE MESSAGE
11. 11. URBAN PLAN 2 VEHICLE WRAPPING: Intercity BUSES CARS PVC pasted at the rear end of the bus, PVC includes the campaign slogan, logo, tagline, message Also inside the bus instead of sunray protectors PVC measuring 3x2 inch will create immense reach Campaign stickers with logo and tagline Specific companies delivering stickers to drivers Incentives to driver for attaching
12. 12. Internal Reach Externa l reach 50 3000 Each vehicle has such immense reach on average SAMPLE CREATI VESBUSES REAR SIDE BUSES INSIDE
13. 13. URBAN PLAN 3 Initiative by different student groups/clubs associated with social activities 1.They will affiliate with other such clubs 2.Choose a specific public location (eg: own campus) 3.Place a very wide long white clothe 4.Random people write their views and sign 5.Views about: water preservation and stop misuse AWAREN ESS
14. 14. FACEBOOK COMMUNITY Competition on topic Stop misuse and Save water People will be asked to write a short story and posted Top 5 stories will be selected to make a short film Incentives to top 15 participants Regular promotions /updates FACEBOOK COMMU NITY '' '' INDIRECT REACH
15. 15. CHALLEN GE CELEBRITY HOLDS THE BANNER ACTING AS BUZZ AGENTS NOMINATE OTHERS PROMOTE THE CAUSE IT WILL CREATE ABUZZ !!! INDIRECT REACHAWARENESS
16. 16. Host task oriented competition in primary schools all over Bangladesh Kids will be given a water tank with holes , theyll block water Winners will get gift hampers ACTIVATION CAMPAIG N SAMPLE STICKERS DISTRIBUTED AMONG CHILDREN TO GRAB ATTENTION
17. 17. Participants will wear the t-shirts designed by us Campaign will be conducted every three months. Media coverage Incentives: Free T-shirts Free refreshments ASSOCIATION OF BD CYCLIS TS
18. 18. SAMPLE CREATI VES FREE TSHIRTS TO RAISE AWARENESS ALL OVER THE COUNTRY BY BD CYCLISTS FRO BAC DIRECT REACH INDIRECT REACH
19. 19. RURAL CAMPAIG N Pump and Canal: Uncontrolled usage Pipe Leakage Irrigation Rural Findings: Water misused in 3 major ways Religious institutions(mosque, temple, church, pagoda) can influence villagers largely. Religious Factors Imams of mosques creating awareness from religious perspective. This will certainly connect an emotional and sentimental linkage to stand against water misuse. 1
20. 20. Moncho Natok and Jatra A highly effective means to grab the attention of the villagers. The content of the Moncho Natok and Jatra will depict the importance of preserving water The prime aim is to eradicate water misuse through creating awareness. 2 RURAL CAMPAIGN The renowned and influential group of people will create awareness. Uthan Boithak Primary/High School Headmasters, Homeopathic Doctors, Wealthy Land Owners etc. An awareness raising discussion in the courtyards of each respective family. 3
21. 21. Daily wastage of water Knowingly wasting Unknowingly wasting TVC BIG IDEA- Consciousness starts from you! Execution style: SLICE OF LIFE Appeal: Rational A person wastes water in his daily activities however gives a presentation on saving water! At a point when theres no water he realizes the misusage he has done. Statistics and core message TVC CONCEP T
22. 22. SAMPLE CREATI VES BILL BOARD PRINT AD HAS SIMPLE MEANING EASY TO REMEMBER CREATIVE '' ''
23. 23. PROPOSE GOVERNMENT FOR VARIABLE COST IN WATER ENCOURAGE TO USE WASHING MACHINES RECYCLE WATER USE ELECTRONIC DISH WASHER 1 1 4 3 2 RECOMMEN DATIONS URBAN AREA MAINLY WASTE WATER FROM KICHEN FOR FLUSHING TOILET GREY WATER FROM WASHING MACHINE FOR PLANTS(GARDENI NG)
24. 24. SCHEDULIN G SECOND 4 Months (May 15-Aug 15) FIRST 4 Months (Jan 15-Apr 15) THIRD 4 Months (Sep 15-Dec 15) FOURTH 4 Months (Jan 16-Apr 16) SECOND 4 Months (May 16-Aug 16) THIRD 4 Months (Sep 16-Dec 16) ATL TVC RDC Bill-boards Vehicle Branding BTL- Social Clubs BD Cyclists Primary School Miking Moncho Natok Jatra Uthan Boithok Masjid Imam ATL - Bill-Boards Vehicle Branding TVC RDC BTL- BD Cyclists Miking Jatra Uthan Boithok Masjid Imam Moncho Natok ATL- Vehicle Branding RDC BTL- Facebook Awareness Campaigns BD Cyclists Uthan Boithok Masjid Imam ATL- TVC RDC Bill-boards Vehicle Branding BTL- Primary School BD Cyclists Facebook Awareness Campaigns Miking Moncho Natok Jatra Masjid Imam ATL- Bill-Boards Vehicle Branding RDC BTL- BD Cyclists Facebook Awareness Campaigns Masjid Imam Uthan Boithok ATL- TVC RDC Vehicle Branding Bill-boards BTL- Masjid Imam Uthan Boithok Facebook Awareness Campaigns BD Cyclists
25. 25. THE BUDG
26. 26. Break-down of the cost TOTAL ATL TVC Advertising 2800000 + 3 months exposure 75,000,00 x 2 1,78,000,00 Print Advertising 20 00000 Bill-boards 70,000 x 15 units x 9 months 94,50,000 RDC Advertising 30,000 + (500000 x 3) x 2 30, 30, 000 Total ATL Cost 3,22,80,000 BTL URBAN 1) Vehicle Branding - (Bus) (PVC = 100, Delivery = 20, Drivers Incentives = 50 ) = 170 for each bus. For 1000 buses 170 x 1000 1, 70, 000 Cars Sticker + Delivery + Drivers Incentive = (30+20+100) =150 For 10, 000 Cars = 150 x 10, 000 15, 000, 00 Total 16,70,000 2) BD Cyclists 1000 volunteers x (food and t-shirt)= 1000 x 150 = 1,50,000 For 6 campaigns 150000 x 6 9,000,00 3) Social Clubs Activation 200 yard clothes 60 x 200 12,000 Markers 20 pieces x 60 taka 1200 Certificates 30 pieces x 20 taka 600 Food 30 boxes x 100 taka 3000 T-shirts 30 pieces x 50 taka 1500 TOTAL 18,300 So, Total for 15 Campaigns 18300 x 15 2,74,500 4) Primary School: For 1 school ,1 student Props(Food+Sticker+Material)= (20+50+50) 120 Volunteers cost 100 x 20 volunteersx 400 school 800000 For 120 student/school and in 400 schools 120x120x400 5760000 Total 6560000 Rural : 1.(For each Upazillas) Miking 1500 x 2 3000 Monch Natok and Jatra 10000 + 5000 15,000 Representatives Food + Stay = 600 x 12 repres. X 3 days 21,600 Miscellaneous 5000 Total cost for each UZ 44600 For 488 Upazilla 44600x488 2,17,64,800 2. Targeting most densely populated 1000 1000 x 35,000(each village) 3,50,00,000 Total BTL Cost 6,61,69,300 TOTAL CAMPAIGN COST ATL+BTL 9,84,49,300
27. 27. TOTAL CAMPAIGN COST: BDT 9,84,49,300
28. 28. THANK YOU! QUESTIONS? A presentation by TEAM DEXTERS FUNDED BY