Clean Drinking Water for

Africa

5305010134Gayoung kim

Only 1% of earth’s water is drinkable

Well-building : $7,000Well-repairing : $3,000Publicity Budget : $5,000

Donation project

Background

Despite the fact that the access to safe

drinking water was declared a human right

in 2011, UN says that 800 million people

worldwide still do not have

access to clean drinking water.

Particularly in Africa,

this is a major problem.

Background

Only 12 per cent of the rural households in Kenya

are connected to piped water, in Burundi the es-

timated connection rate is less than 40 per cent.

The majority of the rural population must fetch

the amount of water needed a day from rivers

and lakes that are often polluted causing dis-

eases such as diarrhea.

In Africa, every day thousands of people still die

from diarrhea diseases, particularly children. 

Since 2008, the Global Nature Fund,

in conjunction with its local partners, provides

clean drinking water to undersupplied regions in

Kenya, Burundi and Ivory Coast.

Up to now, in Kenya 4500 schoolchildren and or-

phans at six locations are supplied with water.

Background

Currently, in the communities of Kandara and Gitune

drinking water facilities are being built. Sky Hydrant wa-

ter filtration units filter surface water taken from nearby

bodies of water.

One filter system produces approximately 700 liters of

clean drinking water per hour. The clean water is stored

in closed tanks and made available to the local people

at a low price. Proceeds are used for the technical ser-

vice and maintenance of the water filtration system. 

Background

Product : Well-building & Well-repairing

Price :

Well-building (Average cost per well is

$7,000)

Well-repairing (Approximately $3,000)

Background

• Donate to : Global Nature Fund (GNF)

• GLS-Gemeinschaftsbank, Bochum, Germany

IBAN DE 53 4306 0967 8040 4160 00

(Account no. 80 40 41 60 00)

• BIC GENODEM1GLS (BLZ : 430 609 67)

• Phone (+49-(0) 77 32 – 99 95 - 85)

• Email : uhde@globalature.org

• Website : www.globalnature.org

Background

Positioning

1. Awareness of the situation that peo-ple encounter with water in Africa.

2. To be viewed this campaign as our re-sponsibility for the people in Africa

3. Focus on human right and earn hap-piness through sharing love.

Target Audience

Primary :

People who are in the high class.

Developed countries such as German,

England, France, Japan, and USA.

Women who have children.

Target Audience

Secondary :

Students who live in the developed

countries.

Elementary, middle, high school, and col-

lege students for educational purpose.

Key Communications

• Product : Well-building and well-repairing for clean drinking water

• Price : There are many variables in the price of a well. The cost of a

well depends on materials, labor wages, and depth of the well,

type of pump and remoteness of the village. These are all relative

fixtures.

• Well-building : $7,000

• Well-repairing : $3,000

Key Communications

• Release date : 01 Jan 2014

• Donate to Global Nature Fund

Key Communications

In Burundi, in the regions of Kagwema and Rukaramu, several

wells were put into operation again, and the pumped ground water

is filtered.

Over 5,000 people, among them many school kids are finally sup-

plied with clean drinking water.

Another 20 wells are currently being repaired in the regions of Man

and N’zi Comoé in Ivory Coast. Since 2011, 22 wells have been re-

paired and thanks to the successful project over 12,000 people en-

joy safe water.

Key Communications

One example of how different geography can dramatically change the game,

some wells must be over 900 feet deep. This introduces all kinds of chal-

lenge and expense. First, a much larger drill rig, truck and crew are

needed to actually drill the hole. It can take many days. Then, because the

water is so deep, a motorized pump must be installed. The water is simply

too heavy to lift from that depth with a hand pump. Diesel generators,

large electric pumps, piping, storage tanks and housing for it all can drive

the cost up to $30.000 or more. But, since these very large systems serve

so many people, they are still quite cost effective. In fact, some of these

large systems can serve over 3,000 people! We only partner with estab-

lished drillers with a lot of experience for these complicated projects.

Key Communications

PR Objectives

1) To be donated for well-building and well-repairing.

2) To improve the amount and quality of water accessi-

ble to African globally.

3) To improve safe drinking water by well-building and

well-repairing for remote communities in Africa.

4) To be aware of problems of access clean water.

5) To grant the right to access clean water.

PR Strategy 1Customer & Distributor & manufac-

turer Donation campaign

When people buy this bottle of water, peo-

ple could donate more than this price of

product.

For example, if someone pays 20 baht

more, distributor and manufacturer pay

20baht each.

Then customer, distributor, and manufac-

turer donate 60 baht for a bottle of water.

Liaise for a sponsor such as 7/11, family

mart, Bic C. Inducing public participation

with this campaign.

PR Strategy 2

Education

Send lecturer to schools and colleges, and teach to

students about why Clean Drinking Water for Africa

campaign has to be aware. Attract voluntary dona-

tion from students.

Hold seminar to target audience. Attract voluntary

donation from audiences.

PR Strategy 3

Using SNS

Twitter, FaceBook, YouTube

Target Press

• Magazine

• YouTube – Making impressive video, and share to

FaceBook

• Make brochures, and install brochures in the

schools and colleges.

• Provide public advertisement

PR IdeasPR IDEAS RATIONALE TARGET

MEDIACOST

•Customer & Distributor & manufacturer Donation campaign

•Customer & distributor & manufacturer donate together and make big synergy. •When people buy this bottle of water, people could do-nate more than this price of product. For example, if someone pays 20 baht more, distribu-tor and manufacturer pay 20baht each.Then customer, distributor, and manufacturer donate 60 baht for a bottle of water.

• Poster• Magazine• News pa-

per

$ 500~

$1,000

PR IdeasPR IDEAS RATIONALE TARGET

MEDIACOST

•Education•Hold seminars

•Advertise in teacher’s website to gather who is interested in this seminar.•Advertise in NGO’s website to gather who is interested in this seminar.•Raising contributions from this seminar. •Teach them why Africa countries need wells, and information of water shortage in Africa.

• Teacher’s web-site

• NGO’s website

• Magazine

• Make brochures, and install brochures in the schools and col-leges.

$1,000(Recruit volunte

ers)

PR Ideas

PR IDEAS RATIONALE TARGET MEDIA

COST

•Using SNS •Through SNS, spread about current situation in the Africa, and attract voluntary donation from people who is interested in donation for Africa•Making impressive video•Emphasize that sharing makes people happy, and consistent concern and keen interest are needed to Africa.

• YouTube• FaceBook• Twitter

$500~$1,500

Promotional Partners

• Manufacturers, Distributor : Liaise for a sponsor• FaceBook, Twitter, YouTube• Teachers• NGO• Schools and Colleges• Broadcast

Thank you