2Strategy Summary WELA

Target Audience:

Government, Corporate Bodies,

The Well-offs, & The Victims

Budget Split

Challenge: Create awareness of Government laws against illegal practices

against women; Activities of WELA; and to raise a sum of N200,000,000 in 1Yr

The Idea:

Amplify the yearning

of the Nigerian womanWELA Profile: To:

Contribute to the empowerment of women in

Nigeria

Promote womens human right through lobbying, advocacy,

provision of legal aid, training,

among other strategies

Insight:

Majority of marginalized and disadvantaged Nigerian

women do not:

Know that all statutes, customary laws, and practices

which support discrimination

against women are illegal and

are punishable under Nigerian

Law

Take advantage of the above to fight for their course

Objectives:

Create a media campaign that demonstrates importance of

regular donations

Convince donors that their regular donations to WELA

would help WELE continue

their work

Create ways to

amplify the

yearning of the

Nigerian Woman

Medium Amount ()

Television 10,000

Online 6,250

Radio 2,500

Activation 6,250

Total 25,000

Symposium:

Leverage on Barter from motivational speakers in

exchange for support

recognition

Put up WELA t-shirt for premium auction

Recruit ambassadors Visit recreational clubs

where our target audience

(well offs) are more

receptive to our cause

Campaign Execution

Emerging Media:

Upload videos of positive response form people who

have been recruited as

ambassadors on

www.welaonline.org

Put up videos of positive response from activations

done

Put up testimonial videos of past victims

Television:

Buy spots into News Hour Put up 5minute

documentary (e.g.

positive response of well-

offs to WELAs course; testimonials from past

victims about positive

impact of WELA in their

lives etc)

WELA logo flash and web scroll on screen

Media

Mix:Activation