Slide 1

CAMPAIGN

#LiterallyLitterFree

, !

On an average a pedestrian litters every 6 minutes in Dhaka. Individuals under 30 are more likely to litter.1700 and 2500 tons of solid wastes are left unattended by the Dhaka North and South city Corporation.During Eid-Ul-Adha 26,000 tones of litter is generated.

FINDINGS and INSIGHTS

People are already aware that throwing garbage is bad but they do it anyways as they think their small contribution doesnt have a significant effect on the situationPeople are driven by encouragement. The TG is highly likely to catch a trend and follow it vigorously as weve seen countless timesTrends create a huge buzz in social media and a huge portion of the people there talk about whats happening a lot

OUR OBJECTIVES and EXPECTED OUTCOMESAUDIENCE

EXPECTED CHANGE IN PERCEPTIONOUR OBJECTIVESEXPECTED OUTCOMESCreate social deterrence and make littering UNCOOL!

Create a sense of self awareness and achievement if they can contribute to the society and do their part in making it a better place.A sense of consciousness among the people about the detrimental effects of littering.

Conscious people will keep the society clean and make it a better place for living.

Geographic Urban areas ( Mainly Dhaka & Chittagong)Demographic Age : 18-30Life Stage: Educated young adults.Occupation: Blue collar job holders & students.Socio-economic Class: Middle to high.Gender: Unisex.PsychographicPersonality: Aspires to be a good and responsible citizen.Attitude: Easily motivated and influenced by others. Mainly followers .Life Style: Out going and risk taker.Value: Can differentiate between right and wrong.BehavioralUser Status: Uses road on a daily basis. Stays outside for most of the time.Occasions : Litters almost on a daily basis but annually increases dramatically during social events (e.g- Eid, Puja, Pahela Baisakha/Falgun etc )

TARGETAUDIENCE

Who are we targeting? People under 30 who are more likely to litter and who spend a significant amount of time on the road due to various reasons (Job, travel).

Why Are we targeting them??Skimmed down TG due to budget constraintsMost potential to create a ripple effect and eventually bring other focus groups in.These people are more likely do something if their role models ask them to.

We are going to reach them throughOpinion leadersRole modelsTrendsetters Early adaptersLeader of particular focus groups

BIG IDEA

Even yOUR small effort to stop littering can have a huge impact on OUR day-to-day life.Steps should be takenfrom an individual level rather than complaining or waiting for others to start.Everyone tries to maintain a positive image on social media and significantly contribute to an emerging trend.#LiterallyLitterFreeBe a #trend setter.

SLOGAN and LOGO

LogoSlogan , ! Creating a sense of responsibilityFocusing on individual initiativesCatchyMeaningful

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SAMPLE CREATIVES

Poster carrying message of the campaign on public transportCar sticker proclaiming alliance to the campaign/pledgeThe contents and designs of these materials will be copyright-free. Anyone pledging alliance will be able to print these themselves if not provided by us

SAMPLE CREATIVES

PRINT AD

Website generated filtered pictures to pledge alliance via social media

SAMPLE CREATIVES

?!

BadgeT-shirtWristband

One time use glass

ACTIVATION CAMPAIGN

CLEAN YOUR AREA DRIVEA small initiative taken by local schools to clean up their area. This is to show people first hand how their littering habits affect the kids.

TRASH BOX INSIDE CNGWill reduce the amount of waste that is thrown out of moving vehicles. It will also represent the message which will slowly teach people not to throw litter anywhere.

Launching Event- Social Media

December 2015Stickers for VehiclesDecember 2015 - December 2016Using Google ad services to promote the campaign and websiteDecember 2015 June 2016Branded T-shirt, wristband and caps distributionFebruary 2016 December 2016Start of Clean your area school activationJune 2016 December 2016 (1 Per month)Activation on CNGJuly 2016Posters and stickers on busses and public toiletsJuly 2016 December 2016Print ad on The Daily Star Shout to wrap up the campaignNovember 2016

SCHEDULING & MEDIA PLACEMENTTHE CAMPAIGN WILL RUN FOR 1 YEAR.

Item NameUnit PriceUnit QuantityItem CostPercentage of Total BudgetWebsite12,000224,0003.00%Youtube Ad810,00080,00010.00%T-shirts851,12995,96512.00%Wristbands15266740,0055.00%Badges15266740,0055.00%Car Stickers501,60080,00010.00%Stickers for Public Toilets85,00040,0005.00%Branded trash boxes for CNG601,33480,04010.00%Stickers for Public Transports810,00080,00010.00%Facebook Post Boost8,000216,0002.00%Activation Campaign at Schools20,000480,00010.00%Transportation Cost40,000140,0005.00%Caps35114239,9705.00%Print ad (Daily Star Shout)64,000164,0008.00%Total--799,985100.00%

BUDGET

TOTAL 799,985 BDT

FINANCIALBREAKDOWN