Presentation last bite
- 2. Presented by • Michel Somwe 201173070 • Thuli Pooe 201207396 • Palesa Masobe 201129670 • Reabetswe Motsamai 201149196 • Mhlaba Moabi 201321382 • Sithembiso Mamba 201134849
- 3. Agenda • Client brief • Situation analysis • Target Market • Media selection • Proposition • Creative • Call to action • Budget • Time Planning • Conclusion
- 4. • Michel Somwe Client Brief, Situational Analysis and Target Market STREET BEGGER
- 5. Client Brief • principal intergovernmental organization in the field of migration • An integrated awareness raising campaign on human trafficking in South Africa.
- 8. Objectives To raise awareness about Human Trafficking amongst young Adults and teenagers aged between 16 to 24 years in urban and rural areas in South Africa over a period of 12 months
- 9. Strategy • What is human trafficking and how does it happen • What are some of the myths, Pre-conceptions and prejudices • How people can take part in the fight against human trafficking
- 10. Target Market • Aged 16-24 • Urban and rural areas • Male and Female • All Races
- 11. Archetype • Chasing positive change in their communities • Positive aspirations • Always looking to express opinion • Accustomed to digital communication and media sharing • Mobile
- 12. Reabetswe Motsamai Primary research, Secondary research and media selection DRUG MULE
- 13. Primary Research • 100 Questionnaires • 20 Interviews • 4 Focus groups • Ogilvy Healthworld (Mpho Makoe) • Mmoni Lata (Freelance media and television)
- 14. Primary Research Findings SADC 7% West Africa 13% East Africa 3% Central Africa 4% Asia 16% Eastern Europe 8% Australia 2% South East Asia 9% Americas 15% Europe 17% North Africa 6% Which region do you believe people are most trafficked from?
- 15. Primary Research Findings 20% 11% 9% 60% 0% In your opinion is SA mainly a? Country from which trafficking victims come from Country through which trafficking victims pass through on their way to other countries Final destination country for trafficked victims
- 16. Primary Research Findings 0 20 40 60 80 100 No Yes Is it possible to be trafficked in South Africa
- 17. Secondary Research • http://www.iom.int/cms/en/sites/iom/home /about-iom-1/members-and-observers.html • http://www.thea21campaign.org/content/th e-facts/gjekag • http://southafrica.iom.int/combating- human-trafficking-economic-empowerment/ • http://southafrica.iom.int/uj-students- collaborate-iom-human-trafficking-project/ • http://www.lrc.org.za • http://www.unodc.org/blueheart/ • http://www.notforsalecampaign.org/about/ • http://www.polarisproject.org/resources/res ources-by-topic/human- trafficking?gclid=COOo5pb7q74CFWgUwwod iXcAFA • http://www.gov.za/speeches/view.php?sid=4 5296 • http://www.iom.int/ • www.unodc.org/.../human-trafficking/ • www.stopthetraffik.org/what-is-human- trafficking • www.unfit.org • www.exploitationnow.com/ • www.labourexploitation.org/
- 18. Media Selection • Social Media • Outdoor advertising • Print • Television • Radio • Internet ( Website)
- 19. Media Selection
- 20. • Mhlaba Moabi Measurement, Key Message STREET VENDOR
- 21. Measurement • Generate website traffic • Twitter – Retweets & Hashtags • Facebook – Likes, Sharing (Pictures & Status Updates) • E-mail address list • Toll-free line
- 22. Key Message • Dispel the common myths & misconceptions on human trafficking • Encourage previous victims to speak out and share their stories • Educate people on how human trafficking is a violation of human rights
- 23. • Thuli Pooe Time Planning DOMESTIC WORKER
- 24. Time Planning Jul to Oct- GREEN Nov to Feb- ORANGE March to June- RED
- 25. • Green – Awareness (Move together) • Orange – Caution • Red – Stop Human Trafficking Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
- 26. • Palesa Masobe Call To Action SEX WORKER
- 27. Call To Action • Get people SHARING & SPREAD the word • Start on RADIO (interviews, web site, forum) • BRAND ACTIVATIONS (interaction, educational, fun activities) • SOCIAL NETWORKS, W.O.M • Create PLATFORM • Introduce IOM website via link • Build HYPE = I.OWN.ME
- 28. Call To Action
- 29. RADIO R633 618.92 POSTERS R35 120 TELEVISION R3 000 000 ACTIVATION R1 247 000 BILLBOARDS R2 000 000 RADIO INTERVIEW R7959 PROMOTIONAL MATERIAL R1 000 000 TOTAL R7 923 697.92
- 30. • Sithembiso Mamba CREATIVE SWEAT SHOP LABOURER
- 31. Big Idea • Street furniture synced with traffic robots • Turns GREEN ORANGE RED • Specific message for each colour • Grabs attention • PUN: HUMAN Traffic • Situated at all congested intersections EVERYDAY ROBOTS
- 32. Creative BILLBOARDS: • Attract attention • Creates awareness • Situated on busy highways and transit locations
- 33. TRANSIT ADVERTISING: • Buses & Taxis in the SADC region • Transporting people susceptible to human trafficking
- 34. RADIO: • Informing and educational • Lively voiceover to grab attention • Signal tone to break through clutter • Direct to social media and activations • Link in • #IOWNME (IOM)
- 35. ACTIVATIONS: • IOM brand ambassadors • Essential for areas with less connectivity for interaction • Educate & Inform • Face-to-face • Roadshows • Competitions • Merchandise/Promotional material • Humans behind bars • Activities • Walk
- 36. TELEVISION: • Campus television • Documentary • Collaboration (Intersexions/Generations) • Story telling
- 37. MOBILE: • Database • Interesting facts & information • Reminders of what’s to come • How to get involved • Social media
- 38. STREET POSTERS: • Series of varying posters • Different languages • English, Zulu, Sesotho, Shona, French, Portuguese • Works around the “EVERDAY ROBOTS’’ theme
- 39. GUERRILLA MARKETING • Unconventional medium • Screening images of victims • Video projection