Stay Clean!

Jan Tyle & Zdeněk Šmída

INSIGHT

Dirt, Distrust, Addiction

Affects individuals, families and society

Feelings of helplessness, desperation

Parents don’t want children to get engaged

Corruption is like Hard Drug

SOLUTION

Drugs: strong negative connotations

Show corruption as serious problem as drugs

Shock: breaking convention

Fresh perspective

Emotions rather than facts

EXECUTION

Make people sick as corruption should

Low cost (less than 10 CZK/piece)

Paper inside looks like money

Mystery, Curiosity

Distribution: frequented places in Prague

(and) another big cities

Injections

EXECUTION

Make people passionate about fighting against

corruption and encourage positive action

Call to action: Donate!

Join Transparency International Club

Message inside

OBJECTIVE

Word of mouth

PR, Media: press kit

Emphasis Transparency International Club

Provide selected media with the whole story

Respekt, ČT, LN, MFD, Česká pozice, iHned.cz

Buzz

OTHER EXECUTION IDEAS

Sugar cocaine

Whistle blower’s center = “Drop-in” helping

society get rid of the plague

Earn publicity by controversial and intense campaign. Inform about TIC and develop story through media.

Raising discussion. Word of mouth. Social media.

SUMMARY

INSIGHT

SOLUTION

EXECUTION

PR

CHALLENGE

BUZZEARNED MEDIA

Gain 500 Transparency International Club members in 2013.

Corruption is as dangerous to society as hard drugs.Dirt, distrust and addiction.

Use controversial actions and strong negative connotations of drugs to create buzz about corruption.

Make people passionate about fighting against corruption and encourage them to join TIC.