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!