Transparency International

500 new donors / 1.000 CZK each

Corruption in the Czech republic

Year 2013

100.000 CZK

CLIENT

CHALLENGE

PROBLEM

TIMING

BUDGET

Level of corruption is one of the highest in Europe

Czech people perceive corruption as common (80%)

People resigned to fight against corruption

They don´t believe they have power to change it

But if we don´t manage to do anything,nothing will happen…

INSIGHT

Don´t give up the fight against corruption.

MESSAGE

Businessmen living in Prague

1.000 direct-mails

Letter and white flag

Don´t give up by waving a white flag

DIRECT MAIL

TARGET GROUP

AMOUNT

CONTENT

MESSAGE

Czech institutions hoist the national flag

Selection of state owned companies andinstitutions linked to corruption

Replacing national flags with white flags to show

that they gave up the fight

GUERILLA

Based on Google Maps

Users can mark corrupted institutions with

white flag and non-corrupted with TI flag

Users can donate money or become members

Users can order TI flag

MICROSITE

Medializing information about guerillaand microsite

Using free off-line and on-line media

Sharing via Facebook etc.

PR

People could hoist TI flag, new membersget it for free

On-line sharing and engagement

PUBLIC INVOLVEMENT

100.000 CZK

50.000 CZK

15.000 CZK

35.000 CZK

BUDGET

DIRECT-MAIL

GUERILLA

MICROSITE

People get used to corruption

Don´t give up the fight against corruption

White flag / TI flag

Direct-mail, guerilla, microsite, PR

500 new donors + public movement

SUMMARY

PROBLEM

MESSAGE

SYMBOL

MEDIA

GOAL