exit.

Ignacio de Título
della
undella@gmail.com

Proyecto
Changes Habits with CSR actions.

Maggiora

miércoles 4 de mayo de 2011

EXIT Its a Finland is a sedentarism fight organization for Teenagers between 12 to 21

They do alot of research but not much real actions

They say that most of the problem came from the technology:
Technology are made for make the human life more easly. but in our days when we add all the
benefits of technology, we realize that we do more damage than a benefit.

I bellieve that for fight sedentarism, we have to fight sedentarism habits incorporating new ones with a relevantt incentive.

So i take this organization to help us to do a CSR
project here in chile

I invented Exit streetdance, a project that Teach Teenagers to dance with online/ofﬂine classes in the 6
regions more afected by teen sedentarism here in chile.

we will call for funding to brands interested in the target audience

to encourage them to join the initiative we will make a campaign


An exit way to sedentarism

ONLINE / OFFLINE
Asosiated Brands
Regions

Popularity
+ Group membership

Campaign

Teachers Crew Incentive

EXIT.cl


TEENS

Tendence
Teenagers today are full conected persons,
they got internet: home/mobile.
Teen today are not like yesterday, they with the
“help” of the technology they can quantify their
range of acceptance by “the i like culture”

#post in their walls
# Friends
# Followers
# suscriptors


More sedentary teen country in Latin America.

Latinoamérica,
Estudio
OMS,
31
de
marzo
del
2010
publicado
en
la
tercera.

http://latercera.com/contenido/659_238209_9.shtml

s
wei ght
ver dent 2007
Stu
EB
JUNA

GotO Teen

4 0%

88,6%
Chileans
are
over 15 years
sedentary

d de Vida y Salud 2009-2010
Encuesta Nacional sobre Calida


Only 1 in 10 has a proper physical condition

Prueba SIMCE 2010 de educacion ﬁsica


Teens spend
3 + hrs / day In Front of a
TV or PC screen

Indices de consumo IAB 2010


ence.
ards in any physical evid
eet inter national stand of 5 Test”
“The girls did not m d 50% o f the standard
e men reache
Meanwhile, th ion ﬁsica
201 0 de educac
Prueba SIMCE


Favorite Teen Activities
7/10 are social

La actividad preferida
1- “escuchar radio y música” con el 92.7%
2- “estar con la familia” (86,9%)
3- “salir o conversar con los amigos” (86,2%)
4- Ver televisión o usar en internet” (84,4%)
5- salir al campo, la playa o la montaña” (63,9%) Uso del tiempo libre en la adolescencia
2009- Su investigación incluye 224 alumnos de 3 colegios
6- “asistir a ﬁestas o a bailar” (63%) de Santiago centro (8º Básico y 2º Enseñanza Media)
Dra. María Eugenia Henríquez
7- estar con la pareja” (61,7%) Presidenta Comité de Adolescencia -
Sociedad Chilena de Pediatría
8- ir de compras” (60,9%).
9- “jugar en el computador” (36,5%).


100% de ellos utiliza Internet a diario

Internet
3 horas es el promedio del tiempo diario de permanencia.
98,7% lo usa en redes sociales.
81% para estudiar.
66% E-Mail
57,6% En Juegos
12,9%. visitas a sitios triple X


We are the most technologically advanced country in Latin America.
seguido por Mexico y Argentina

Chile leads in relation to ownership of home PCs and Internet penetration with 60% and 45.2%
respectively

31.1% of people connectivity to broadband, the highest percentage in the region.

Chile,
País
más
tecnologico
de
Latinoamerica,
17
de
abril
del
2009
http://
comScore (Nasdaq: SCOR) 2011 www.ventasdeseguridad.com/201003083510/noticias/tecnologia-‐informatica/chile-‐pais-‐mas-‐
tecnologico-‐de-‐latinoamerica.html


Chilean Regions

Puente Santiago
Ñuñoa La Florida Peñalolen Maipú
alto centro


¿Why dance?
social activity that transgresses generations

Woman and man can do it, even together that is best.

In chile you start dancing on your ﬁrst party that is also
your ﬁrst encounter with the opposite sex.
that happend on puberty, THE TARGET.

¿Why streetdance?
FULL Exercise

You do not need anything for this sport (not board needed)

Aspirational looks (who dances, everyone looks).

Support


Zapatillas This is a Retail Brand made from Ripley
Buzo
+ Polerón Are familiar with the Target
Gain on clothing sale
Total ($) Campaigns have made inroads in the dancing Trend.

C-WALK
2009 campaign


Isotonic Drink For Sports
Para restituir y hidratar al deportista

Atingente al Target
Está presente en el target:
-Imagen de Marca
- Precio $250 pesos

Producto en proceso de
aprobación por INTA
Tres Montes Lucchetti colabora con el INTA
y el programa Elige Vivir Sano

tos
Tecnología de los Alimen
Instituto de Nutrición y


TARGET New digital natives

Male/female teens aged 14 to 18 with the
socieconomic state C2 y C3

Ñuñoa Peñalolén
Numero de Adolescentes
Santiago Centro Maipú (hombres y mujeres c2 y c3) en
las 6 comunas: 263.000
La Florida Puente Alto

Ingreso : Promedio $ 430.000
Ingreso : Promedio $ 1.120.000

Censo 2002, Extraido del Estudio “Población Urbana y Rural por sexo y edad”, Internet, documento en linea: www.ine.cl/cd2002/sintesiscensal.pdf, Acceso: Lunes 25 de Octubre

¿how are they?

They Grow with Games

If they a re not in iternet they dident Exist
To be a acepted by otherS they join on
groups as a fan of a determinated futbolteam They adopt culture


¿how are they?

They Grow with Games

If they a re not in iternet they dident Exist
To be a acepted by otherS they join on
groups as a fan of a determinated futbolteam They adopt culture

57.6% Uptime on Internet = Games


CONCEPT:
Brightness

Brightness

What shines highlighted in the mass.

Being locked up, teens are not shining among their peers.

Learning to dance the new digital natives are learning to shine, and can
demonstrate this in their weekend partyes to improve their sociability.


REPLACE THE BAD
HABIT

Incentive

behavior

A. SCHNEIDERS, The Psychology of Adolescente, Milwaukee 1951


Fact 1 NINGUN BRILLO / NO SHINE
“ningun brillo” is a typical sentence in Chile used to denote something that is completly ordinary or not relevant.

Teens use it as: “that trick do not have any shine” or “That thing got no shine, i can do it better”

Fact 2 Videogames
Chilean teens love to play games, as we say before, the 56,7% of they online time is with games.

The most popular dance game is called “Dance Dance revolution”, and its a game about jumping on a
machine. http://www.youtube.com/watch?v=IDNrI2phETQ&feature=related

Its some like guitar hero buth with your legs.


3 etapas:

1) Attack the bad habit 2) communicate the incentive
To incorporate the behavior
Playing in excess = No shine!

Dance well = Shine in the party

3) Repeat the behavior
To make it an habit
Make the non-sedentarism
habit a serious thing (sport)


3 steps in 18 weeks

3 meses

Semana1 Semana 2 Semana 3 Semana 4 Semana 17 Semana 18

Etapa 1

Etapa 2

Etapa 3

WEB EXIT.CL

Gráﬁca

Juego/banner
Etapa1
Comercial
On-line

Take Teens to know the cause on EXIT.cl


Press
The idea here is to
communicate that
Dancing os alot more
than jumping on a
machine.

“Machine Dancer with “no shine” on the dance ﬂoor.”
Discover what exist out of a screen


Revista Nintendo
Press Media


“Machine Dancer with “no shine”
on the dance ﬂoor.”

Discover what exist out of a screen


Game/banner on blogs

Here The idea it was to atack the sedentary game,
because gaming is taking you fat. so we told the teens
that “you got no shine if you dont move” and our
invitation to discover what exist away from screens.

In the game mario cant jump, run and ﬁt in pipes.

the main idea in here was inspired from an aplication on
a online games webpage.


We see 2 teens She Agree and he take He star moving at
on a party. a dance carpet. rhythm “you got no shine out of
Discover what exist
of the aroows. your game” out of a screen
Male one ask
the female one The female teenager
to dance watch this and leave
saying that he is a
complete moron.

Featured online commercial
on portalnet.cl / terravideo /


Overpack afther the main video.


Gráﬁca

Step 2
Good Dance = Got Shine Banner

I shine Dancing

Marketing
directo


I shine Dancing / information
about the Dance classes Gráﬁca en los 36 colegios C2-C3

I shine Dancing / information
Gráﬁca en los 36 colegios C2-C3
about the Dance classes

Banner portada-termino en porlaputa.com / elantro.cl /portalnet.cl/


School Activation
We will make Streetdance
Exhibicions on C2-C3
Schools

We will make them
realize that they can
Shine over the rest by
learning to dance.

The idea here is make a live enxhibition with a youtube
screen taking visits.. giving the idea that streetancing
they can do something interesting from others.


Etapa 3:
Community union.
Afther 3 moth of Clases we will get much material
as pictures / videos on our channels


Unión de la Comunidad

Everything that happend
ofﬂine are online now on social
media..

by this way the target can share they
experience with ﬁrends.

2010 Estudio de la Uniacc y Atento sobre
Tecnología en los adolescentes


So afther the 3 month classes we can make the “Exit Challange”
a way to select the best streetdancers for a male/female category Championship


They can link they facebok to get the photos and videos to make a streetdancer proﬁle and get voted to be one of the 16
best selected for the challange.


Ranking
votes =
Videos


Individual Battles
16 best streetancers

jury: EXIT CREW


Animado por: Lenwa Dura
Lugar: Arena Santiago
12.000 personas

sistema: 14 rondas de 3 min

Amador Sanchez

EX - Tiro de Gracia
Lenw

Viene se subida
Croni-k (3 mijos)
Grupo invitado


Cronología Comunicacional:

3 meses

Semana1 Semana 2 Semana 3 Semana 4 Semana 17 Semana 18

Etapa 1

Etapa 2

Etapa 3

Conclusión:
Teenagers are persons that diden’t have their full personality constructed (they are
working on it) so its now when we have our last chance to change the
sedentarism attitude.

Aswell they most of them are insecure of themselves and need the aprovation of
the group, so here is an oportunity to make a comunity in something that in
chile no teenagers C2-C3 are good at (They all begin from cero to grow togeter in
a new activity).

ANEXOS:


Campaña Para Abordar Municipalidades

Puente Santiago
Ñuñoa La Florida Peñalolen Maipú
alto centro


Ñuñoa Axel Müller - Secretario General de la Corporación de Recreación y Salud de Ñuñoa)

La Florida María Guzmán Leiva - coordinadora general de La Florida Deportes

Peñalolen Alfonso Swett Saavedra - Director de la Corporación de deportes Peñalolen

Maipú Freddy Campusano Cerda - Coordinador Talleres Deportivos Municipales 2008- 2012

Puente René Yañez Ahumada - Jefe, Dpto. Deportes y Recreación.
alto

Santiago
Ana Parada - Directora de Talleres deportortivos Municipalidad de Santiago
centro


Apoyo del
Dr Ricardo Uauy
Municipalidades

Representante

DR.RICARDO UAUY D. tiene un currículum impresionante. Es PHD en Nutrición en Massachusetts Institute of Technology (MIT), Premio Abraham Horowitz
1995 de la Organización Panamericana de la Salud (OPS), Profesor de la Universidad de Londres, Profesor de la Universidad de Chile, ex Director del Instituto de
Tecnologías de Alimentos de la U de Chile, Presidente de la Unión Internacional de Ciencias Nutricionales y Miembro de la Academia Chilena de Medicina. Recibió
el Premio Presidente de la República en Ciencias (Chile).


Tríptico

Ejercicio completo
385,34 calorías por dos horas de un
baile no muy intenso

423,72 calorías por dos horas en un
baile un poco intenso

vs. 498,57 calorías por dos horas en
un baile muy intenso

todo depende de la música que
bailes y con que intensidad lo haces
Fuente:
Correr
www.freecuency4kg.com

2 horas de baile intenso = a correr mas de 6,5 kilometros

Compromiso del préstamo del
espacio público para
combatir el sedentarismo en
el municipio.


Albert Schneiders
Doscente y Psiquiatra Residente en Milwaukee

Elaboró estudios sobre el
comportamiento adolescente los
cuales fueron publicados en su libro:
The Psychology of Adolescente en 1951


“En 1983 bajo Kool DJ HERK (primer dj del hip hop en
New York) se empezaron a enfrentar pandillas rivales
en torno al Brakedance; hecho que se da hasta el dia
de hoy.”

History of Breakdance - genevieve thiers - © 2002

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