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  • TEAMDEXTERS

    Topic Name : Awareness campaign for preserving waterA presentation by TEAM DEXTERS

    ! CAMPAIGN

  • Facts and figures on

    water usage in

    Bangladesh

    Main sources of water

    Surface Water

    Ground Water

    Rainfall

    Underground water is going down by 1-3 meters every

    year.

    According to DWASA, Dhaka,

    Bangladesh capital requires

    2.2 billion litres a day, but can only produce 1.9 to 2

    billion.

    The water usage in the rural areas is

    20-40 litres per person per day

    The water usage in the

    urban areas is 200 litres per

    person per day .

    Source :http://dwasa.org.bd/http://water.org/country/bangladesh/http://www.unicef.org/

    RESEARCH

    FINDINGS

    SHORTAGE : 20 CRORES LITRES EVERYDAY IN BANGLADESH

  • OUR

    OBJECTIVES AND OUTCOMES

    EXPECTED CHANGE IN PERCEPTION

    Efficient and effective use of water

    Conscious people Preserve water in all ways

    To change current mindset that water is not

    a permanent resource

    That we must save water for

    future generations

    OUR OBJECTIVES EXPECTED OUTCOMES

  • TARGET

    AUDIENCEPRIMARY TARGET GROUP

    SECONDARY TARGET GROUP

    PRIMARY TARGET GROUP

    SECONDARY TARGET GROUP

    URBAN AREA PEOPLE

    AGE GROUP 7-14

    PRIMARY AND

    SECONDARY TARGET GROUPS

    SOCIO ECONOMIC CLASS A,B,C

    SOCIO ECONOMIC CLASS D,E SOCIO ECONOMIC CLASS D,E

    SOCIO ECONOMIC CLASS A,B,C

    AGE GROUP 15 and above

    RURAL AREA PEOPLE

    URBAN AREA PEOPLE

    RURAL AREA PEOPLE

    40%20%

    18% 12%

    AGE GROUP 15 and above AGE GROUP 7-14

  • We asked a few households about the misusage of water..

  • FINDINGS

    45% 35%

    15% 5%

    KITCHEN

    GARAGE

    WASHROOM

    CENTRAL BASIN

  • BIG IDEA

    1

    2

    2

    3

    1

    3

    To make people realize that proper

    water consumption is the only way to save water for our future

    generations

    Urban

    Campaign

    Rural

    Campaign

    Activation

    campaigns

    Conscious use of

    water

    NO Misusage of

    water

    Awareness from

    childhood

    OUR STRATEGIESPOTENTIAL OUTCOMES

  • SlOGAN AND

    LOGO

    GOES WITH THE CAMPAIGN

    CREATIVE MEANING

    COHERENT WITH BIG IDEA

    CAMPAIGN LOGO

    CAMPAIGN SLOGAN GOES WITH THE CAMPAIGN

    HAS SIMPLE MEANING

    EASY TO REMEMBER

  • URBAN

    PLAN 1We will target the market leaders of various water

    related convenience goods

    Toothpaste, Shaving Cream, Shampoo, Hand wash, Detergent

    Packaging will consist the messageSAVE WATER, BECAUSE EACH DROP COUNTS

    The message reach will be on a daily basis and clearly visible

    WHY will the company respond to our proposal

    positively ?

    This will certainly

    be a huge CSRThe image of

    the company increases

  • SAMPLE

    CREATIVES

    THE MESSAGE

  • URBAN

    PLAN 2VEHICLE BRANDING:

    Intercity

    BUSES CARS

    PVC pasted at the rear end of the bus, PVC includes the campaign slogan, logo,

    tagline, message

    Also inside the bus instead of sunray protectors

    PVC measuring 3x2 inch will create immense reach

    Campaign stickers

    with logo and

    tagline

    Specific companies delivering stickers to

    drivers

    Incentives to driver

    for attaching

  • Internal Reach

    External reach

    50

    3000

    Each vehicle has such immense reach on average

    SAMPLE

    CREATIVES

    BUSES REAR SIDE

    BUSES INSIDE

  • Host task oriented competition in primary

    schools all over Bangladesh

    Kids will be given a water tank with holes , theyll

    block water

    Winners will get gift hampers

    ACTIVATION

    CAMPAIGN

    SAMPLE STICKERS

    DISTRIBUTED AMONG

    CHILDREN TO GRAB ATTENTION

  • Participants will wear

    the t-shirts designed by

    us

    Campaign will be

    conducted every three

    months.

    Media coverage

    Incentives:

    Free T-shirts Free refreshments

    ASSOCIATION OF

    BD CYCLISTS

  • SAMPLE

    CREATIVES

    FREE TSHIRTS TO

    RAISE AWARENESS

    ALL OVER THE

    COUNTRY BY BD

    CYCLISTS

    FRONT BACK

    DIRECT REACH

    INDIRECT REACH

  • URBAN

    PLAN 3

    Initiative by

    different student

    groups/clubs

    associated with

    social activities

    1.They will affiliate with other such

    clubs

    2.Choose a specific public location (eg: own campus)

    3.Place a very wide long

    white clothe

    4.Random people write their views

    and sign

    5.Views about: water

    preservation and stop misuse

    AWARENESS

  • FACEBOOKCOMMUNITY

    Competition on topic Stop misuse and Save water

    People will be asked to write a short story and posted

    Top 5 stories will be selected to make a short film

    Incentives to top 15 participants

    Regular promotions /updates

    FACEBOOK

    COMMUNITY

    '' ''

    INDIRECT REACH

  • CHALLENGE

    CELEBRITY

    HOLDS THE BANNER

    ACTING AS BUZZ

    AGENTS

    NOMINATE

    OTHERS

    PROMOTE THE CAUSE

    IT WILL CREATE A BUZZ !

    INDIRECT REACHAWARENESS

  • RURAL

    CAMPAIGN

    Pump and Canal:

    Uncontrolled usage

    Pipe Leakage

    Irrigation

    Rural Findings: Water misused in 3 major

    ways

    Religious institutions(mosque, temple, church, pagoda) can influence villagers largely.

    Religious Factors

    Imams of mosques creating awareness from religious perspective.

    This will certainly connect an emotional and sentimental linkage to stand against water misuse.

    1

  • Moncho Natok and Jatra

    A highly effective means to grab the attention of the villagers.

    The content of the Moncho Natok and Jatra will depict the importance of preserving water

    The prime aim is to eradicate water misuse through creating awareness.

    2

    RURAL CAMPAIGN

    The renowned and influential group of people will create awareness.

    Uthan Boithak

    Primary/High School Headmasters, Homeopathic Doctors, Wealthy Land Owners etc.

    An awareness raising discussion in the courtyards of each respective family.

    3

  • Daily wastage of water

    Knowingly wasting

    Unknowingly wasting

    TVC BIG IDEA-

    Consciousness starts

    from you!

    Execution style: SLICE OF LIFEAppeal: Rational

    A person wastes water in his daily activities however gives a presentation on saving water!

    At a point when theres no water he realizes the misusage he has done.

    Statistics and core message

    TVC

    CONCEPT

  • SAMPLE

    CREATIVES

    BILL BOARD

    PRINT AD

    HAS SIMPLE MEANING

    EASY TO REMEMBER

    CREATIVE

    '' ''

  • PROPOSE GOVERNMENT FOR VARIABLE COST IN

    WATER

    ENCOURAGE TO USE WASHING MACHINES

    RECYCLE WATER

    USE ELECTRONIC DISH WASHER

    1

    1

    4

    3

    2

    RECOMMENDATIONS

    URBAN AREA MAINLY

    WASTE WATER FROM KICHEN FOR

    FLUSHING TOILET

    GREY WATER FROM WASHING

    MACHINE FOR

    PLANTS(GARDENING)

  • SCHEDULINGSECOND 4 Months(May 15-Aug 15)

    FIRST 4 Months(Jan 15-Apr 15)

    THIRD 4 Months(Sep 15-Dec 15)

    FOURTH 4 Months(Jan 16-Apr 16)

    SECOND 4 Months(May 16-Aug 16)

    THIRD 4 Months(Sep 16-Dec 16)

    ATL TVCRDCBill-boardsVehicle BrandingBTL-Social ClubsBD CyclistsPrimary SchoolMiking Moncho NatokJatraUthan BoithokMasjid Imam

    ATL -Bill-BoardsVehicle BrandingTVCRDC

    BTL-BD CyclistsMikingJatra Uthan BoithokMasjid ImamMoncho Natok

    ATL-Vehicle BrandingRDC

    BTL-Facebook Awareness CampaignsBD CyclistsUthan BoithokMasjid Imam

    ATL-TVCRDCBill-boardsVehicle BrandingBTL-Primary SchoolBD CyclistsFacebook Awareness CampaignsMikingMoncho NatokJatraMasjid Imam

    ATL-Bill-BoardsVehicle BrandingRDC

    BTL-BD CyclistsFacebook Awareness CampaignsMasjid ImamUthan Boithok

    ATL-TVC RDCVehicle BrandingBill-boardsBTL-Masjid ImamUthan BoithokFacebook Awareness CampaignsBD Cyclists

  • THE BUDGET

  • Break-down of the cost TOTAL

    ATL

    TVC Advertising 2800000 + 3 months exposure 75,000,00 x 2 1,78,000,00

    Print Advertising 20 00000

    Bill-boards 70,000 x 15 units x 9 months 94,50,000

    RDC Advertising 30,000 + (500000 x 3) x 2 30, 30, 000

    Total ATL Cost 3,22,80,000

    BTL

    URBAN1) Vehicle Branding - (Bus)

    (PVC = 100, Delivery = 20, Drivers Incentives = 50 ) = 170 for each bus.

    For 1000 buses 170 x 1000 1, 70, 000

    CarsSticker + Delivery + Drivers Incentive = (30+20+100) =150

    For 10, 000 Cars = 150 x 10, 000 15, 000, 00

    Total 16,70,000

    2) BD Cyclists

    1000 volunteers x (food and t-shirt)=1000 x 150 = 1,50,000

    For 6 campaigns 150000 x 6 9,000,00

    3) Social Clubs Activation 200 yard clothes 60 x 200 12,000

    Markers 20 pieces x 60 taka 1200

    Certificates 30 pieces x 20 taka 600

    Food 30 boxes x 100 taka 3000

    T-shirts 30 pieces x 50 taka 1500

    TOTAL 18,300

    So, Total for 15 Campaigns 18300 x 15 2,74,500

    4) Primary School: For 1 school ,1 student Props(Food+Sticker+Material)= (20+50+50) 120

    Volunteers cost 100 x 20 volunteersx 400 school 800000

    For 120 student/school and in 400 schools 120x120x400 5760000

    Total 6560000

    Rural : 1.(For each Upazillas) Mikin