penny.plan.arcos.tie placement presentation
DESCRIPTION
Penny spent a month in the Northeast of Brazil working with the organization Plan and the host agency Arcos. The original brief for the placement was to promote the ‘Communicating Children’s Rights’ project, a project run by the children from the local community Cabo. A secondary outcome was to give the children who had taken part in the programme a higher social standing within the municipality of Cabo. If these children, who had learnt so much from the programme, were looked on favourably by the community they would be able to effect change much more successfully. This appeared on the face of it to be a very straightforward project. Penny thought they would be able to raise awareness of the scheme quite easily and believed it would be as simple as promoting it in the local schools within Cabo. This wasn’t the case. Penny found the placement challenging, but extremely rewarding at the same time. Penny made a tremendous difference to the organisation Plan and to the children involved with the many projects that Plan offers.TRANSCRIPT
![Page 1: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/1.jpg)
![Page 2: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/2.jpg)
Agenda
• Background– Plan– Placement
• Objectives of the placement– Personal objectives– Agency objectives
• The project– Background– Project objective– Creative
• Outcomes
![Page 3: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/3.jpg)
Background - Plan• Plan is a non-governmental organisation created
in 1937, now working in 66 countries across the world.
• Through its field work, Plan assists over 1.2 million children in the world, relying on the support of more than 1 million individual donors.
• Established in Brazil in 1997, Plan now sponsors about 22,000 children.
• This sponsorship is used to develop projects in local communities.
![Page 4: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/4.jpg)
Background - PlanApproach• Plan’s child centred community development is a
rights based approach in which children, families and communities are active participants in their own development.
• They believe this approach enhances the opportunities to work together with the community, to address the structural causes and consequences of child poverty at all levels.
![Page 5: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/5.jpg)
Background – Placement
• Based in Recife, Brazil for 1 month starting on 1st November – 1st December 2007
• The original purpose of this communications project was to promote “Projecto Comunicando os directos da crianca e do adolescente” (communicating Children’s rights) within the municipality of Cabo
![Page 6: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/6.jpg)
Communicating Children’s Rights• In 2004 the project was set up with 90 teenagers between
12 to 18 years old, from Cabo de Santo Agostino, NE Brazil.
• The programme was designed to promote the rights of children by using audio-visual, radio journalism and radio theatre workshops.
• Themes that are covered by the project include:– Violence in the community – Violence in school– Young pregnancy– Domestic violence– Street children– Sexual exploitation and abuse
![Page 7: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/7.jpg)
Objectives of the Placement
![Page 8: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/8.jpg)
Personal Objectives
• Work on something really worthwhile
• Help a company that has limited knowledge and understanding of communications
• Expand my own skills
![Page 9: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/9.jpg)
W+K Objectives
• To help make truly meaningful contributions to communities or organisations that could really use the skills that we have to offer.
• Developing the breadth and richness of experience of our people – both in professional and personal terms.
![Page 10: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/10.jpg)
The Project
![Page 11: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/11.jpg)
Background
• The original brief for the placement was to promote the ‘Communicating Children’s Rights’ project itself.
• However, after some initial discussions it became clear the task was much larger than this.
• We needed to ensure a wider understanding of, and interest in, Children’s Rights as a whole.
• We agreed we would achieve this by using the Rights project and the youth who have already taken part in the scheme.
![Page 12: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/12.jpg)
Project Objectives
• Plan’s objective– Promoting the Rights of Children and
Adolescents
• Communications objective – Raise awareness and generate interest in
Children’s Rights in the municipality of Cabo
![Page 13: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/13.jpg)
Target Audience
The youth of Cabo de Santo Agostino, along with their families
![Page 14: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/14.jpg)
Other areas to consider
![Page 15: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/15.jpg)
What is Plan?
• There was some confusion within Cabo as to who or what Plan is
• Therefore, each communications project needed to start to build a picture of Plan’s role within the community
![Page 16: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/16.jpg)
Talkability
• By communicating children’s rights we are discussing difficult or uncomfortable subjects people would often rather ignore
• We needed to make the topic interesting – Generate word of mouth– Raise awareness– Inspire people to want to get involved
![Page 17: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/17.jpg)
Recommendations
• We proposed to start with an event
– Kick start the communications process
– Raise awareness quickly to a wide number of people
– Cool enough that people want to attend
![Page 18: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/18.jpg)
Film festival
• We recommended that we hold a film festival
• Film is universally enjoyed and a great way to encourage the maximum number of people to attend the event
• It also allowed us to use the assets we already have (the films the children have produced)
• Lastly, this event has enough scope to promote all of the key elements– Plan– Children’s rights topics– The Communicating Children’s Rights project and the children
who have already taken part
![Page 19: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/19.jpg)
Film festival
• The evening starts with an introduction to Plan International
– Thus starting to explain the role of Plan within the municipality of Cabo
![Page 20: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/20.jpg)
Film festival
• The second part of the evening focuses on the key children’s rights topics
– 1 short film from the Projecto Comunicando os directos da crianca e do adolescente shown per night
– Also promotes the youth that have created these films
![Page 21: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/21.jpg)
Film festival
• To ensure the messages are clear, a debate on children’s rights will take place after these initial videos
• Interesting speakers from the area will facilitate:– Cinematographers– Writers– Musicians
![Page 22: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/22.jpg)
Film festival
• To ensure maximum attendance we wanted the event to have some element of entertainment
• So, for the final part of the programme we will show a Brazilian feature film
• Local sponsors to provide free food and non-alcoholic drinks e.g.:– Popcorn– Succos– Sweets
![Page 23: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/23.jpg)
Creative Development
![Page 24: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/24.jpg)
Creative Development
• The creative team wanted to develop work that would stand out but was also reflective of the people who lived in Cabo
• Their concern was that any advertising which was too sophisticated would not speak to the community
• It needed to be simple, taking references from graffiti and hip hop graphic styles from the local area
![Page 25: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/25.jpg)
Creative
• The creative will be distributed in and around Cabo:– In schools– Internet cafes– Community centres– Outside supermarkets– On the local radio
![Page 26: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/26.jpg)
References
![Page 27: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/27.jpg)
![Page 28: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/28.jpg)
![Page 29: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/29.jpg)
Creative
![Page 30: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/30.jpg)
Event Logo
Copy: A new view
![Page 31: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/31.jpg)
![Page 32: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/32.jpg)
Main Poster
Copy: Plan brings
cinema to you
![Page 33: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/33.jpg)
Poster for schools
Copy: Your homework is to go to the
cinema
![Page 34: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/34.jpg)
Flyer
![Page 35: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/35.jpg)
Fly poster – Copy: Don’t go home go to the Cinema
![Page 36: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/36.jpg)
Bus back
![Page 37: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/37.jpg)
Outdoor
![Page 38: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/38.jpg)
Internet cafe
![Page 39: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/39.jpg)
Microsite home page
![Page 40: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/40.jpg)
![Page 41: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/41.jpg)
Programme
![Page 42: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/42.jpg)
Outcomes
![Page 43: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/43.jpg)
Outcomes
• The event will be promoted for two weeks post carnival across the entire municipality of Cabo
• The event itself will take place each evening between 27th and 29th February 2008
![Page 44: Penny.Plan.Arcos.Tie Placement Presentation](https://reader038.vdocument.in/reader038/viewer/2022110114/5477c866b4af9f38308b45ce/html5/thumbnails/44.jpg)
Outcomes
• I believe that my personal and agency objectives have been met
• But most importantly, Plan have realised the need to add a communications element to each of their projects
• And the need to communicate who they are as an organisation more effectively