Case presented at Digital Thursday an initiative by PAS. Presenters: Faisal Khan-General Manager, The Next Big Thing Harris Rasheed, Associate Creative Director, Adcom

2. A QUICK OVERVIEW

4. Shedding light on key
rules of engagement
which made IlmPossible
possible
ILMPOSSIBLE

6. Simplifying the (Usual) Brief:
• Extracting the gist from the brief to create a single
minded approach which would result in the spine/
purpose of the campaign/initiative
“To advocate and create awareness of article 25 A
which is for the State to provide compulsory and free
primary and secondary education to all children aged
5-16”
MAKE IT SIMPLE

7. Naming the Initiative
Taking from the word Impossible which in itself says
I’M POSSIBLE, the name highlights the passion and
energy, to make the spread of education possible in
Pakistan.
MAKE IT SIMPLE

8. The Cause
• Organizing the initiative and breaking it into three
simple steps
MAKE IT SIMPLE

16. Giving them a higher purpose
• Make them feel responsible and get them act
• Educated ones are more accountable towards the
progression of literacy in our country
• A single click means more than a click
TOUCH THE HEART STRINGS

17. Giving them a higher purpose
TOUCH THE HEART STRINGS

18. Mobile

20. Spread the word
• People who’d agree to the cause was asked to
share the video to spread the word on social media
and further take Oath and opt for Ilmbassador’s
application
MAKE IT ACTIONABLE

21. Making ILMBASSADORS
MAKE IT ACTIONABLE

22. Subjective to Objective
Exploiting each TouchPoint
• Tasks Uploaded on Facebook
• Presentation and Tool Kits uploaded
• Tweet Sent
• SMS Sent
• Posters Uploaded
MAKE IT ACTIONABLE

24. Introducing Short Deadlines
People would get involved in something
happening now, not in a stale cause which would
be concluded after a year or so
Weekly tasks were introduced in order to
achieve quick actions
GIVE DEADLINES BUT MAKE
IT A JOURNEY

25. Unfolding Story
TASK 1: Start with
the easy one
GIVE DEADLINES BUT MAKE
IT A JOURNEY

26. Unfolding Story
Task 2: Making it
relevant to Social Culture
GIVE DEADLINES BUT MAKE
IT A JOURNEY

27. Unfolding Story
Task 3: Using Ilmbassadors
aggregate content which
would further endorse the
reason for the cause
GIVE DEADLINES BUT MAKE
IT A JOURNEY

28. Unfolding Story
Task 4: Value them by
taking their opinion
GIVE DEADLINES BUT MAKE
IT A JOURNEY

30. To Create
Authorize the Community and trust them to recreate content
which would result in User Generated Content
Provided the community with creative assets of the initiative
and let them create and share things- blogs, posters, caps and T-
Shirts were being designed by the Users
COLLABORATE

31. To Create
COLLABORATE

32. To Facilitate
Direction was being given to
every ilmbassador to complete
the tasks and spread the word,
in the form of:
Presentations
Tools Kilts
Quick Tips
COLLABORATE

34. Bridge the Connecting for ON & OFF
Our offline life can easily be judged by our
online world
Content from Meetups and tasks to be shared
by Ilmbassadors on branded platforms
PULL OFFLINE AND ONLINE

35. :MAKE IT SIMPLE
:TOUCH THE HEARTSTRINGS
:MAKE IT ACTIONABLE
:GIVE DEADLINES
:COLLABORATE
:PULL OFFLINE ONLINE