Team DEXTERS Socio Camp (Round 1) Slides!
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The document outlines a campaign titled 'আজকের তারা, আগামীর আমরা' aimed at changing perceptions of elderly care in Bangladesh, targeting urban and rural populations aged 22-45. The campaign seeks to foster respect and care for parents and elderly individuals through various educational and awareness-raising activities involving community leaders, schools, and media. The estimated total cost for the campaign is BDT 7,26,10,000, focusing on extensive outreach and engagement strategies to address elder abuse and encourage social responsibility towards the elderly.
Team DEXTERS Socio Camp (Round 1) Slides!
- 1. TEAM DEXTERS A presentation by TEAM DEXTERS আজকের তারা, আগামীর আমরাCAMPAIGN আজকের তারা, আগামীর আমরা
- 2. TARGET AUDIENCE PRIMARY TARGET GROUP SECONDARY TARGET GROUP PRIMARY TARGET GROUP SECONDARY TARGET GROUP URBAN AREA PEOPLE AGE GROUP 22 -45 PRIMARY AND SECONDARY TARGET GROUPS SOCIO ECONOMIC CLASS A,B SOCIO ECONOMIC CLASS A,B SOCIO ECONOMIC CLASS C,D,E SOCIO ECONOMIC CLASS C,D,E AGE GROUP 22-45 URBAN AREA PEOPLE RURAL AREA PEOPLE RURAL AREA PEOPLE 28% 40% 10% 22% AGE GROUP 7-22 AGE GROUP 7-22
- 3. PERCEPTION CHANGE CAMPAIGN Parents and other elderly people associated with us are not taken for granted. To reduce the chances of aged parents and elderly people ending up in old homes or going through mental trauma during the last few years of their lives. Making others realize the importance and value of parents and other elderly people associated with us To instill the importance and value of parents and elderly people from a very young age EXPECTED OUTCOMESOUR OBJECTIVES PERCEPTION CHANGE To enlighten the youth to be socially responsible towards parents and other elderly people Children do not disrespect or consider their parents and other elderly people as burden when they grow up. IDEA “To make people realize that today’s children are tomorrow’s parents, and everyone deserves to be treated the best”
- 4. At the very outset of our campaign, we will take permission from ‘The Social Welfare Ministry’ with a view that we can undertake the entire campaign with full support from government and they will subsequently pass the orders to the following officials and constantly reinforce the following events. Union Parishad Chairman They have an influential power on the entire population of a village. The renowned and influential group of people of the respective village will create awareness. Students from degree colleges adjacent to each respective village Uthan Boithak Representatives Involved Capacity to bring the entire targeted population in one specified area e.g: field. Fix a date of the campaign to aggregate the people of village in that area. Through motivational speeches, he will speak positively about the cause to raise awareness. Primary/High School Headmasters, Homeopathic Doctors, Wealthy Land Owners etc. They will have an awareness raising discussion in the courtyards of each respective family. A group of 10-12 students will address each village to create awareness. “BONDHUSHOBHA” of Prothom-Alo will be affiliated to work here. They will volunteer and organize the entire campaign structure and personally enhance awareness. Their benefit: 1)They will get a national social welfare certificate. 2)They will get educational scholarships. 3)Suitable amount of money. 1 RURAL CAMPAIGN 11 321
- 5. Moncho Natok and Jatra A highly effective means to grab the attention of the villagers. The main purpose of Dhulis will be to spread the message of the campaign in a rythmic musical mode. Religious institutions(mosque, temple, church, pagoda) can influence villagers largely. Dhulis Religious Factors The content of the Moncho Natok and Jatra will be based on ‘elder abuse’ and it’s detrimental impact. The prime aim is to eradicate this problem through creating awareness. Dhulis will play Dhols in front of various tea stalls of villages and convey the message. Because, a perception exists that once a message is discussed in the ‘tea stalls’ of a village, it spreads throughout the village in no time. Imams of mosques can render information about the immoral sides of elder abuse from religious perspective. This will certainly connect an emotional and sentimental linkage to stand against elder abuse. 1 2 3 RURAL CAMPAIGN and REACH Direct reach Indirect reach 25000 100000
- 6. EXTENSIVE PROMOTIONS TVC CONCEPT • Positively EmotionalAdvertising Appeal • Slice of LifeExecution Style Son gets to know his father’s dream of having a car. Son tells his father that his dreams would come true one day. Father sacrifices his dreams and brings up his son with all he has. Son grows up, becomes established and turns his father dream into reality by buying him a car. Message: Right from our birth, our parents and relatives made many sacrifices just to fulfill our dreams and wishes. Its our SACRED DUTY to love them, take care of them and keep them happy when they are old. We should always keep in mind the sacrifices they have done for us and assure their wishes come true because… Their Present is our Future!
- 7. URBAN PROMOTIONS PRIMARY SCHOOL ACTIVATION BILL BOARDS NEWSPAPER ADS ENGAGEMENT OF BD CYCLISTS 1 1 4 3 2 COMMUNITY DISTRIBUTING STORYBOOKS STORYBOOKS WITH 2-3 INTERESTING STORIES OF PARENTS WITH PICTURES FOR CHILDREN DISTRIBUTED FOR FREE CREATIVE BILLBOARDS IN DENSE AREAS CREATIVE PRINT ADS AWARNESS EVENT THROUGH THEY WEARING CAMPAIGN TSHIRT * SAMPLE CREATIVES OF PRINT ADS, BILL BOARDS GIVEN IN AFTER SLIDES
- 8. SAMPLE DISPLAYS আজকের তারা, আগামীর আমরা GOES WITH THE CAMPAIGN HAS SIMPLE MEANING EASY TO REMEMBER CAPTURES ATTENTION SIMPLE MESSAGE HUGE INDIRECT REACH REGULAR AWARENESS আমরা েখকনা কেউই জানক া না এে মুক া হাসির জনয আমাকের া া-মা সে েকরন... মকন করকখা, আজকের তারা, আগামীর আমরা! আজকের তারা, আগামীর আমরা….
- 9. SCHEDULING SECOND 4 Months (May 15-Aug 15) FIRST 4 Months (Jan 15-Apr 15) THIRD 4 Months (Sep 15-Dec 15) FOURTH 4 Months (Jan 16-Apr 16) SECOND 4 Months (May 16-Aug 16) THIRD 4 Months (Sep 16-Dec 16) RURAL - •Miking •Tea-stall conversations •Jatra •Dhuli •Uthan Boithok RURAL - •Miking •Tea-stall • Jatra • Moncho Natok • Dhuli Discussions in Mosques • Uthan Boithok URBAN- •Print Ads •TVC •RDC RURAL- •Jatra • Monch Natok • Dhuli • Uthan Boithok URBAN- •Bill-boards •Print Advertisements •Bondhusobha Campaign RURAL- •Tea-stall conversations • Moncho Natok • Dhuli • Discussions in Mosques • Uthan Boithok URBAN- •TVC •RDC •Bill-boards •BD Cyclists RURAL- Jatra Dhuli Discussions in Mosques Tea-Stall conversations Uthan Boithok URBAN- •Bill-boards •Print Advertisements •Bondhushobha Campaign RURAL- •Dhuli •Moncho Natok •Jatra •Uthan Boithok •Discussion is mosques URBAN- •TVC •RDC •Bill-boards •Print Advertisements •BD Cyclists
- 10. Total Campaign Cost is the Summation of all Total ATL and Total BTL Cost in Red Marks Break-down of the cost TOTAL ATL TVC Advertising + Exposure for 3 months 2500000 + 2500000 x 3 1 00 000 00 Print Advertising and others (Newspaper, Cinema Hall posters etc) 20 00000 RDC Advertising + 3 months exposure 30000 + 500000 x 3 15 30 000 Bill-boards 70 000 x 10 x 10 70 000 00 Total ATL Cost 2,05,30,000 BTL: For 1 village: Miking 1500 x 3 4 500 Representative Expenses for 10 volenteers 600 x 10 6 000 For 3 days campaign: 6000x3 18000 Stage(Moncho Natok) and Activation 10000 Miscellaneous 2 500 TOTAL for 1 village 35 000 We’re targeting all the upazillas of Bangladesh(488 as per statistics). So total activation cost here: 35 000 x 488 17080000 Now we target and apply similar activation as above in the most densely populated 1000 villages of Bangladesh as per statistics report to convey message: For 1 village we’re considering again BDT 35000 as per aforementioned calculation shown Total cost for 250 villages 1000x 35000 35000000 Total BTL Cost 5,20,80,000 Total Campaign Cost 7,26,10,000 7,26,10,000 TOTAL BDT 7,26,10,000 BUDGET