mndh comms plan
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Movimento Nacional Direitos HumanosThe Red Balloon Campaign
COMMUNICATIONS PLAN!January 11th, 2009!
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COMMUNICATIONS PLAN:
CONTENT!! Background!! MNDH!! Objectives!! Target audience!! Human rights insights!! Communications strategy!
! Campaign idea!! Creative work!! Straw man media plan !! Additional benefits!! Project schedule!! Budget considerations!
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BACKGROUND!
! Movimento Nacional de Direitos Human is an umbrella
organization in Brazil that exists to strengthen the collectivevoice of 400+ human rights organizations (27 in Pernambuco)!! To help ensure that society is receptive to the work that its
constituent organizations do, MNDH wants a campaign to
improve the reputation of human rights defenders!! Human rights defenders are poorly perceived by society in
Recife and Brazil; they fight not only the human rights issues
they defend, but the stigma of being a human rights defender!
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MNDH!
Umbrella Organization! Affiliated Organizations!
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COMMUNICATIONS FUNNEL!
! The current objectives focus on the top two levels of the communications funnel,but the campaign could be expanded to include advocacy and action in the future!
UNDERSTANDING & EMPATHY!
AWARENESS!
ADVOCACY!
ACTION!
Raise awareness of the presence and plight of
human rights defenders in Recife and Brazil!Facilitate better understanding of what human
rights defenders do for society and generate
empathy for their efforts!Encourage advocacy among the target, such as
vocalizing their support of human rightsdefenders to friends and peers!Prompt action through participation, potentially
becoming human rights defenders themselves!
Improve the
reputation of
human rights
defenders!
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TARGET AUDIENCE!
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HUMAN RIGHTS
INSIGHTS: ISSUES!
! Misinformation and misunderstanding is pravelent!! Everyone understands and references the violence
in Recife when talking about human rights!
! People have their own views on each of the issuesand no-one has the same set of views!
! Some human rights are universally accepted whileothers are more controversial!
Accepted!
Controversial!
Prison conditions!Rights for homosexuals! Childrens rights!
Womens rights!Cost of bus tickets!
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HUMAN RIGHTS
INSIGHTS: DEFENDERS!! Motivations of human rights defenders:!
MORAL!
RATIONAL!
PERSONAL!
! Ambition: the democratization of humanrights for the benefit of the whole of society
not just the powerful few!
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CAMPAIGN STRATEGY!
! Connect the broad set of human rights issues with theone thing that everyone understands - the violence in
Recife and Brazil - and present human rights defenders
as essential to reducing the violence !
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CAMPAIGN IDEA!
! Create a way of symbolizing the violence that can
bring together the issues & organizations, extendacross media channels, and be flexible and enduring!
IDEA: The Red Balloon campaign!
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WHAT IS THE RED BALLOON
CAMPAIGN?!The red
balloon symbolizes
violence in Recife.!It represents all the
different types of
human rights issues
that are both the
cause and effect of
the violence!And popping the red balloon is
a metaphor for how human
rights defenders are necessary
to reduce the violence in Recife!
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WHY THE RED BALLOON?!! Appealing: Everyone
loves balloons, especially
popping them!!! Familiar but different:
A well known object
given a unique and
dissonant association!
! Arresting: Manyballoons together are
a wonderful sight!! Dynamic: very visual (e.g:
for film), very aural (the
pop sound, e.g: for
radio), and very tactile
(e.g: for outdoor) !! Practical: Low budget
device with high
impact!! Simple: The popping
metaphor is easy to
understand!
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Logo!
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Print!
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Outdoor:!Billboard
!
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T-shirts!
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CHANNEL PLAN!! Media channels will strategically deliver against the key funnel levels, with the
current focus on awareness and understanding & empathy levels of the funnel!
UNDERSTANDING &
EMPATHY!
AWARENESS!
ADVOCACY!
ACTION!
CHANNEL SELECTION!
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Media plan!
TBD
-Danilo!
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ADDITIONAL BENEFITS!! The idea is strengthened by an array of additional benefits that
it delivers, in addition to the key campaign objectives!!
Will raise awareness of human rights more generally!
! Should increase understanding of what the MNDH organizations are doing!! Communicates that everyone has a role (society, organizations, authorities)!! Can be used to increase participation (recruitment campaign for HR defenders)!! Should help to bring MNDH closer together as an organization; being
representative of each organizations human rights issues!! Creates fundraising opportunities (initially through the film, then through T-shirts)!
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PROJECT SCHEDULE!! The TIE placement has kickstarted the campaign, which will be developed over the
next 2.5 months and launched in March 2010, based on the schedule below!11/16/09! 3/1/10!
Research!Strategy!
Creative!
Production!Media!
TIE! Campaign development! Campaign Launch!12/16/09!
On-the-street interviews, UN
documents and conversations
with human rights defenders!Creative brief and
communications plan developed!
Creative idea generated and
initial creative assets designed!
Initial conversations with free
media partners and strawman
media plan developed!
TV/film and online/interactive
parters brought on board!
Focus groups to refine the
creative idea!Minor refinement to creative task
briefs based on any significant
findings from focus groups!Development of additional assets
(e.g: hotsite, online ads, blimp)!Production of all creative assets and
delivery to media partners!Finalization of media plan based on
final budget and free media
committed!
Flash mob production!
N/a!
Measurement (online survey, hotsite
hits)!
N/a!
N/a!
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BUDGET CONSIDERATIONS!
R$120,000!
! Strategy and creative! 40,000!! Production!! Media !
35,000 !45,000!
R$10,000 donated by Ogilvy, Recife R
$4,000 donated from TIE candidate !
Majority to be donated in free media
from Makplan media partners!
Already donated by WPP/Ogilvy and Makplan !
R$!Campaign development! Funding sources!
Notes!! CESE funding request for R$30,000 to be submitted in 2010. The balloons film due to be shot in January 2010 should provide compelling support.!
Shortfall: R$30,000!