1.
Y E A H , I T ’ S G O I N G T O B E H O T !

2.
T H E C H A L L E N G E
H O W T O P E R S U A D E P E O P L E T H AT T H E Y
C A N F I G H T A G A I N S T C O R R U P T I O N ?

3.
H O L I D AY
F O R A L L
T H E M O N E Y
D O V Č A
Z A V Š E C H N Y
P R A C H Y

4.
M E A N W H I L E I N T H E C Z E C H R E P U B L I C

5.
O T H E R T O O L S
W E B / P R I N T / S U R P R I S E

6.
T I M I N G & B U D G E T
A U T U M N
1 9 0 0 0 P O S T C A R D S , P R I N T
9 8 0 0 0 K Č
C O N V E R S I O N R A T E 2 . 5 %

7.
H O L I D A Y F O R A L L T H E M O N E Y
Our challenge is to persuade
people that they can fight
against corruption. We have to
achieve at least 500 donors
and raise 500 000 Kč.
The subscribers of The Respekt or The
Forbes etc. will „mistakenly“ get a
postcard from Hawaii addressed to
anybody else. In which a man thanks to
his briber for the money and describes
how great it is on his holiday.
Specific target group which cares about the topic, timing of the campaign in autumn, a
very creative direct mail that encourages people to raise and support TI to tackle one
particular lawsuit, these are essence of our success. It’s enough to persuade just 2.5 %
of our target audience. Waw! Simple, effective and profitable within 100 000 Kč. And
what’s more, it can work in other countries where TI is based.
Actually, the postcard is a direct mail
from Transparency International. We
will bring corruption to people’s
homes via the postcard and show
them how it looks like if someone
abuses their money. The direct mail
encourages people to donate and
support TI to tackle one particular
lawsuit (the law about financing of
political parties). Anybody can fight
against corruption. Oh yeah!
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