TEAMDEXTERS

A presentation by TEAM DEXTERS

আজকের তারা, আগামীর আমরা CAMPAIGN

আজকের তারা, আগামীরআমরা

TARGET

AUDIENCEPRIMARY TARGET GROUP

SECONDARY TARGET GROUP

PRIMARY TARGET GROUP

SECONDARY TARGET GROUP

URBAN AREA PEOPLE

AGE GROUP 22 -45

PRIMARY AND

SECONDARY TARGET GROUPS

SOCIO ECONOMIC CLASS A,B

SOCIO ECONOMIC CLASS A,B SOCIO ECONOMIC CLASS C,D,E

SOCIO ECONOMIC CLASS C,D,E

AGE GROUP 22-45

URBAN AREA PEOPLE

RURAL AREA PEOPLE

RURAL AREA PEOPLE

28% 40%

10% 22%

AGE GROUP 7-22 AGE GROUP 7-22

PERCEPTION

CHANGE CAMPAIGN

Parents and other elderly people

associated with us are not taken

for granted.

To reduce the chances of aged

parents and elderly people

ending up in old homes or going

through mental trauma during

the last few years of their lives.

Making others realize the

importance and value of

parents and other elderly

people associated with us

To instill the importance and

value of parents and elderly

people from a very young age

EXPECTED OUTCOMESOUR OBJECTIVES

PERCEPTION CHANGE

To enlighten the youth to be

socially responsible towards

parents and other elderly

people

Children do not disrespect or

consider their parents and other

elderly people as burden when they

grow up.

IDEA

“To make people realize that today’s children are tomorrow’s parents, and everyone deserves to be treated the best”

At the very outset of our campaign, we will take permission from ‘The Social Welfare Ministry’ with a view that we can undertake the entire campaign with full support from government and they will subsequently pass the orders to the following officials and constantly reinforce the following events.

Union Parishad

Chairman

They have an influential power on the entire population of a village.

The renowned and influential group of people of the respective village will

create awareness.

Students from degree colleges adjacent to each respective village

Uthan Boithak Representatives Involved

Capacity to bring the entire targeted population in one specified area e.g: field.

Fix a date of the campaign to aggregate the people of village in that area.

Through motivational speeches, he will speak positively about the cause to raise awareness.

Primary/High School Headmasters, Homeopathic Doctors, Wealthy Land Owners etc.

They will have an awareness raising discussion in the courtyards of each respective family.

A group of 10-12 students will address each village to create awareness.

“BONDHUSHOBHA” of Prothom-Alo will be affiliated to work here.They will volunteer and organize the entire campaign structure and personally enhance awareness.Their benefit: 1)They will get a national social welfare certificate. 2)They will get educational scholarships. 3)Suitable amount of money.

1

RURAL CAMPAIGN

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Moncho Natok and Jatra

A highly effective means to grab the attention of the villagers.

The main purpose of Dhulis will be to spread the message of the campaign in a rythmic musical mode.

Religious institutions(mosque, temple, church, pagoda) can influence villagers largely.

Dhulis Religious Factors

The content of the Moncho Natok and Jatra will be based on ‘elder abuse’ and it’s detrimental impact.

The prime aim is to eradicate this problem through creating awareness.

Dhulis will play Dhols in front of various tea stalls of villages and convey the message.

Because, a perception exists that once a message is discussed in the ‘tea stalls’ of a village, it spreads throughout the village in no time.

Imams of mosques can render information about the immoral sides of elder abuse from religious perspective.

This will certainly connect an emotional and sentimental linkage to stand against elder abuse.

1 2 3

RURAL CAMPAIGN

and REACH

Direct reach

Indirect reach

25000

100000

EXTENSIVE PROMOTIONS TVC CONCEPT

• Positively EmotionalAdvertising Appeal• Slice of LifeExecution Style

Son gets to know his

father’s dream of having a car.

Son tells his father that his dreams would come true one

day.

Father sacrifices his dreams and

brings up his son with all he has.

Son grows up, becomes

established and turns his father

dream into reality by buying

him a car.

Message: Right from our birth, our parents and relatives made many sacrifices just to fulfill our dreams and wishes. Its our SACRED DUTY to love them, take care of them and keep them happy when they are old. We should always keep in mind the sacrifices they have done for us and assure their wishes come true because… Their Present is our Future!

URBAN

PROMOTIONS

PRIMARY SCHOOL ACTIVATION

BILL BOARDS

NEWSPAPER ADS

ENGAGEMENT OF BD CYCLISTS

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4

3

2

COMMUNITY DISTRIBUTING STORYBOOKS

STORYBOOKS WITH 2-3 INTERESTING

STORIES OF PARENTS WITH PICTURES FOR

CHILDREN DISTRIBUTED FOR FREE

CREATIVE BILLBOARDS IN DENSE AREAS

CREATIVE PRINT ADS

AWARNESS EVENT THROUGH THEY

WEARING CAMPAIGN TSHIRT

* SAMPLE CREATIVES OF PRINT ADS, BILL BOARDS GIVEN IN AFTER SLIDES

SAMPLE

DISPLAYSআজকের তারা, আগামীর

আমরা

GOES WITH THE CAMPAIGN

HAS SIMPLE MEANING

EASY TO REMEMBER

CAPTURES ATTENTION

SIMPLE MESSAGE

HUGE INDIRECT REACH

REGULAR AWARENESS

আমরা েখকনা কেউই জানক া না এে মকু া হাসির জনয আমাকের া া-মা সে েকরন... মকন করকখা, আজকের তারা, আগামীর আমরা!

আজকের তারা, আগামীর আমরা….

SCHEDULING

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)

RURAL -•Miking•Tea-stall conversations•Jatra•Dhuli•Uthan Boithok

RURAL -•Miking•Tea-stall• Jatra• MonchoNatok• DhuliDiscussions in Mosques• Uthan Boithok

URBAN-•Print Ads•TVC•RDC

RURAL-•Jatra• Monch Natok• Dhuli• Uthan Boithok

URBAN-•Bill-boards•Print Advertisements•BondhusobhaCampaign

RURAL-•Tea-stall conversations• MonchoNatok• Dhuli• Discussions in Mosques• Uthan Boithok

URBAN-•TVC•RDC•Bill-boards•BD Cyclists

RURAL-

JatraDhuliDiscussions in MosquesTea-Stall conversationsUthan Boithok

URBAN-•Bill-boards•Print Advertisements•BondhushobhaCampaign

RURAL-•Dhuli•Moncho Natok•Jatra•Uthan Boithok•Discussion is mosques

URBAN-•TVC•RDC•Bill-boards•Print Advertisements•BD Cyclists

Total Campaign

Cost is the

Summation of all

Total ATL and

Total BTL Cost in

Red Marks

Break-down of the cost TOTAL

ATL

TVC Advertising + Exposure for 3 months 2500000 + 2500000 x 3 1 00 000 00

Print Advertising and others (Newspaper, Cinema Hall posters etc) 20 00000

RDC Advertising + 3 months exposure 30000 + 500000 x 3 15 30 000

Bill-boards 70 000 x 10 x 10 70 000 00

Total ATL Cost 2,05,30,000

BTL:

For 1 village:

Miking 1500 x 3 4 500

Representative Expenses for 10 volenteers 600 x 10 6 000

For 3 days campaign: 6000x3 18000

Stage(Moncho Natok) and Activation10000

Miscellaneous 2 500

TOTAL for 1 village 35 000

We’re targeting all the upazillas of Bangladesh(488 as per statistics). So total activation cost here:

35 000 x 488 17080000

Now we target and apply similar activation as above in the most densely populated 1000 villages of Bangladesh as per

statistics report to convey message: For 1 village we’re considering again BDT 35000 as per

aforementioned calculation shown

Total cost for 250 villages 1000x 35000 35000000

Total BTL Cost 5,20,80,000

Total Campaign Cost7,26,10,0007,26,10,000

TOTALBDT

7,26,10,000

BUDGET