TEAMDEXTERS

Topic Name : Awareness campaign for preserving waterA presentation by TEAM DEXTERS

! CAMPAIGN

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

FINDINGS

SHORTAGE : 20 CRORES LITRES EVERYDAY IN BANGLADESH

OUR

OBJECTIVES AND OUTCOMES

EXPECTED CHANGE IN PERCEPTION

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

TARGET

AUDIENCEPRIMARY TARGET GROUP

SECONDARY TARGET GROUP

PRIMARY TARGET GROUP

SECONDARY TARGET GROUP

URBAN AREA PEOPLE

AGE GROUP 7-14

PRIMARY AND

SECONDARY 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

We asked a few households about the misusage of water..

FINDINGS

45% 35%

15% 5%

KITCHEN

GARAGE

WASHROOM

CENTRAL BASIN

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

OUR STRATEGIESPOTENTIAL OUTCOMES

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

URBAN

PLAN 1We will target the market leaders of various water

related convenience goods

Toothpaste, Shaving Cream, Shampoo, Hand wash, Detergent

Packaging will consist the messageSAVE 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 CSRThe image of

the company increases

SAMPLE

CREATIVES

THE MESSAGE

URBAN

PLAN 2VEHICLE BRANDING:

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

Internal Reach

External reach

50

3000

Each vehicle has such immense reach on average

SAMPLE

CREATIVES

BUSES REAR SIDE

BUSES INSIDE

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

CAMPAIGN

SAMPLE STICKERS

DISTRIBUTED AMONG

CHILDREN TO GRAB ATTENTION

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 CYCLISTS

SAMPLE

CREATIVES

FREE TSHIRTS TO

RAISE AWARENESS

ALL OVER THE

COUNTRY BY BD

CYCLISTS

FRONT BACK

DIRECT REACH

INDIRECT REACH

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

AWARENESS

FACEBOOKCOMMUNITY

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

COMMUNITY

'' ''

INDIRECT REACH

CHALLENGE

CELEBRITY

HOLDS THE BANNER

ACTING AS BUZZ

AGENTS

NOMINATE

OTHERS

PROMOTE THE CAUSE

IT WILL CREATE A BUZZ !

INDIRECT REACHAWARENESS

RURAL

CAMPAIGN

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

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

Daily wastage of water

Knowingly wasting

Unknowingly wasting

TVC BIG IDEA-

Consciousness starts

from you!

Execution style: SLICE OF LIFEAppeal: 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

CONCEPT

SAMPLE

CREATIVES

BILL BOARD

PRINT AD

HAS SIMPLE MEANING

EASY TO REMEMBER

CREATIVE

'' ''

PROPOSE GOVERNMENT FOR VARIABLE COST IN

WATER

ENCOURAGE TO USE WASHING MACHINES

RECYCLE WATER

USE ELECTRONIC DISH WASHER

1

1

4

3

2

RECOMMENDATIONS

URBAN AREA MAINLY

WASTE WATER FROM KICHEN FOR

FLUSHING TOILET

GREY WATER FROM WASHING

MACHINE FOR

PLANTS(GARDENING)

SCHEDULINGSECOND 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 TVCRDCBill-boardsVehicle BrandingBTL-Social ClubsBD CyclistsPrimary SchoolMiking Moncho NatokJatraUthan BoithokMasjid Imam

ATL -Bill-BoardsVehicle BrandingTVCRDC

BTL-BD CyclistsMikingJatra Uthan BoithokMasjid ImamMoncho Natok

ATL-Vehicle BrandingRDC

BTL-Facebook Awareness CampaignsBD CyclistsUthan BoithokMasjid Imam

ATL-TVCRDCBill-boardsVehicle BrandingBTL-Primary SchoolBD CyclistsFacebook Awareness CampaignsMikingMoncho NatokJatraMasjid Imam

ATL-Bill-BoardsVehicle BrandingRDC

BTL-BD CyclistsFacebook Awareness CampaignsMasjid ImamUthan Boithok

ATL-TVC RDCVehicle BrandingBill-boardsBTL-Masjid ImamUthan BoithokFacebook Awareness CampaignsBD Cyclists

THE BUDGET

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

URBAN1) Vehicle Branding - (Bus)

(PVC = 100, Delivery = 20, Drivers Incentives = 50 ) = 170 for each bus.

For 1000 buses 170 x 1000 1, 70, 000

CarsSticker + 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

TOTAL CAMPAIGN COST:

BDT

9,84,49,300

THANK YOU! QUESTIONS?

A presentation by TEAM DEXTERSFUNDED BY