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A man called Jeremy Gilley, who is a filmmaker, founded P.O.D in 1999 also known as

Peace One Day. It was only in 2001, when his hard work and effort finally paid off and

he was taken seriously by the United Nations who adopted the first ever-annual day of

global awareness and non-violence. The objective of this non-profit organisation is that

on the 21st September no one will act violently towards one another and individuals

come together to be apart of a wider community.

Peace One Day wants to highlight and raise awareness of war and how it can affect

the young and innocent and to engage people from different races, religion etc.

Encouraging them to helping create peace around the world. Many women and

children on the special day are vaccinated against deadly diseases such as: polio,

meningitis, diphtheria and tetanus. Furthermore, they have many famous companies

which sponsor them and support the idea of Peace One Day which are: Skype, British

Airways, Google, Dior and many others.

PEACE ONE DAY RESEARCH

Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional

marketing tactics that yield maximum results.

The original term was thought of by Jay Conrad Levinson in his 1984 book ‘Guerrilla

Advertising’. The term guerrilla marketing was inspired by guerrilla warfare which is a form of

irregular warfare and relates to the small tactic strategies used by armed civilians. Many of

these tactics includes ambushes, sabotage, raids and elements of surprise. Much like

guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry.

This alternative advertising style relies heavily on unconventional marketing strategy, high

energy and imagination. Guerrilla Marketing is about taking the consumer by surprise, make

an indelible impression and create copious amounts of social buzz by almost interpreting

their lives. Guerrilla marketing is said to make a far more valuable impression with

consumers in comparison to more traditional forms of advertising and marketing. This is due

to the fact that most guerrilla marketing campaigns aim to strike the consumer at a more

personal and memorable level.

GUERRILLA MARKETING - EXPLANATION

GUERRILLA MARKETING MIND MAP

IDEA MIND MAP

HOW MUCH WOULD YOU PAY FOR PEACE? - PEACE PRODUCTS

- What if Peace was a materialistic object?

- Essential and basic food products – Milk, drinks, crisps

- Produce cans/bottles/bags of Peace

- Displayed on shelves next to real products

- Act as a marketing device to create awareness for Peace day

- Mock up Peace can is designed in a similar style to branded soft drinks

to fit in

- Distinct blue background colour and logo makes it different and

noticeable

- Date is wrapped around

the top to provide more

information as to when

Peace day is

PLASTIC GUN BAG

- Inspiration from ‘ASPE’ gun shop guerrilla marketing bag – looks like man is holding a gun

- When people use the bag its advertising POD

- Image of someone carrying a gun is shocking – viral

- Opposite connation to peace by using violent war-like images

- Has two different appearances – Gun / Bag advertising POD

- Bag folds up into the gun so its appearance changes

- Looked at folding bags and origami for inspiration/methods as to how the bag would fold away

- Bag displays information of date, logo and website

- Bag can be reused again to serve as a reminder to POD

INTERACTIVE LOGO - FLOWERS

- Idea inspired by the Poppy Appeal

- Plant blue or white potted flowers within an outlined space

to create POD logo

- Based in participating schools, workplaces and all large

town centers for hundreds of people to participate

- Each capital city has one large scale plot for thousands of

people to take part in

- Once completed would act as

an advertisement to create awareness

for POD

- Bespoke bio wall logo in capital cities

GUN TREE

- Inspiration from guerrilla marketing concept for farmers

produce – carrot trees

- Looked at stereotypical image of a flower within a gun

barrel.

- We applied it to a larger scale using trees.

- Can be applied worldwide on any tree.

- Cut out and printed corrugated plastic sheets back to

back around tree.

- Logo displayed and a twist on the date portrayed as a

code like it would be on real gun.

GUN TREE CONTINUED

UNDERGROUND ACTING SCENE • This idea can be placed within any small section of

underground walkway.

• On the wall will be a printed image of a war torn land made

to look 3D.

• We will have sand bag setups, most likely printed on card,

for the actors to hide behind.

• As people walk through the section of underground/acting

space a plain screens will be pulled down either, side of

the space , from the boxes above.

• At this point actors will jump out from behind the sand bag

setups and pretend to shoot each other alongside the

sound of bullets being fired from hidden speakers.

• After a few minutes this sound will be replaced with the

sound of a trigger being pulled but to no effect.

• The actors will come out amongst the people looking

dazed and confused. At this moment the second screen

will be pulled down.

ORIGAMI DOVE – ‘I WISH FOR…’

- Idea came from a community project called ‘Before I die’

- Inspired by paper planes and origami

- People create own paper doves - simple symbol of peace

- Distribute blue printed paper and instructions to schools, workplaces and supermarkets for public

- Once folded can be opened up in half to reveal “I wish for…’ section

- People write down thoughts on what they want

- On Peace day 21st Sep, everyone meets collectively to fly doves and wishes – similar to blowing a dandelion for a wish

- Large scale distribution of paper templates create awareness before Peace day

- Coverage of the flying of the doves in capital cities shown on t.v.