Advertising Campaign for fun raising projects for street children in Sri Lanka

1. Advertising Campaign
Fund raising for street children Welfare
N.N.I De Silva 2010/MBA/WE/MKT/14
N S D Nishantha De Silva 2010/MBA/WE/MKT/09
R Shyamali Dias 2010/MBA/WE/MKT/15
A.W.B. Karalliyadda 2010/MBA/WE/MKT/12
Parakrama Sumanarathna 2009/MBA/WE/MKT/07

2.  Introduction, background and overview
of the status of the welfare for street
children
 Introduction to the Campaign and Key
issues identified
 Creative strategy - The Brand promise,
The real insight, Big Idea and the Creative
expression
 Advertising Campaign – Advertising
strategy, Target audience, media and
medium strategy
 Conclusion
Order Of Presentation

3.  Why are these children on the streets?
 Why is it a problem ?
 Current status
 The Department of Probation and
Child care Services
Introduction, Background &
Overview Of The Status

4. Introduction To The Campaign And
Key Issues Identified
• Objectives of the Campaign
• To Raise a fund - Rs. 10 million
• To get entire nation participating
• To change the attitude and perception
• Stakeholders of the Campaign
• Corporate – Government institutes and private
organizations
• Villages/towns as one community
• Schools and Universities
• Families and Individuals
• Clubs, Associations and Charity organisations,
and Sri Lankan Expats

5. 1. Inadequacy of capital to handle the
welfare of street children
2. The public reluctance to give to fund
raising campaigns
3. A wide coverage and reach is
required in order to cover the 360
degree scope
Key Issues

6. CREATIVE
STRATEGY
The Big
Idea
InsightBrand Promise
Creative Expression
Brand Promise
“ Responsibility”
(in collecting) and
“Accountability”
(in using)

7. The Real Insight
We have used a combination of three
insights:
 “donating” culture
 “togetherness in need / Ape kama”
 “reactive/better follower” concept
The big idea is developed on the above
insight and the creative expression is build
and designed on the big idea.

8. Generated from the insights : kind heartedness to give
(reason being that they are our own children) through
which the funds will be raised. Emphasis : nation’s
responsibility
“ One and all can give ”
Everyone may not have earned or saved money to
donate, but yet, there are many ways to give and we
need to open their eyes to see these ways.
The Big Idea

9. Creative Expression
 Brand promise : “Responsibility” and
“Accountability”
 Real insight : “Giving culture”,
“Togetherness / Ape kama” with “better
follower” concept
 Big Idea : “One and all can give”
Campaign Theme Name - “Street to School”,
the
the potential story
Campaign Fund Name - “Doo Daruwo”

10. Brand promise, Real Insight and the Big Idea coupling with the theme and fund name, we have designed the creative expression as follows ;
Brand promise, Real Insight and the Big
Idea coupling with the theme and fund
name, we have designed the creative
expression as follows ;

11. Campaign Execution
 Advertising strategy :
– Phase I : A “60 seconds” teaser
campaign with a unique
background music and song
– Phase II : Campaign to
generating funds for Street Child

12. Depending on the Stakeholders
• Schools and Universities
• Corporates
• Government & Private Organizations
• Family and Individuals
• Villages
• Clubs, associations and charity
organisations
360 degree Consumer /
Stakeholder Touch points

13. Media and
medium strategy
 Television
 Print media
 Radio broadcasting
 BTL advertising and
 Digital media

14. Designed Advertisements
 Web site
FB account
Print ads
Video ad

15.  Identity created is consistent
 Changing consumer perception and
positioning the brand
 Consumer insight is very cultural
based
 Big Idea developed based on the
insights
 Creative Expression was designed in
the Sri Lankan context
 360 degree reach
 in campaign news
CONCLUSION

16.  Use of celebrity - brand ambassador
is used based on
relevant factor rather than the
popularity factor, link his
personality traits and true life style
- caution is taken not to
overshadow nor dominate
the real objective and insight

17. Q & A
Thank you !