• Piers Simon Appeal (PSA) is registered charity out of the UK, that seeks to aid the regeneration of communities to alleviate suffering and hardship caused by disasters worldwide regardless of race, religion or politics.

• The “school in a bag” (SIAB) project allows donors to “purchase” a school bag filled with supplies that enable needy school kids to write, draw, color, calculate, express themselves and learn.

• After his brother, Piers Simon, died in the Indian Ocean Tsunami, Luke Simon developed this charity in memory of his brother.

• With children of their own, most school moms will feel an immediate connection, both to the Piers Anthony story, and to the plight of school kids around the world. Though they may not have as much expendable income, research shows that lower to mid-income conservative families give proportionately much more to charity than high-income, more liberal people.

• As our primary target, we can utilize the preexisting network of school, classroom, and school mom social circles to easily create awareness.

• There will be a visceral connection between the utility of providing office supplies to school children and the office environment. After initially reaching out to higher-level management, we will then have access to large groups of sympathetic potential donors.

• Larger office settings have a sense of community that we can utilize to encourage positive peer pressure. Small donations from many will add up, and employers may be willing to match donations from their employees.

• One school-in-a-bag provides everything a kid needs to excel academically

• Piers Simon Appeal is a trusted , official UK charity• The founder has a close personal connection to natural

disaster, having lost his brother in the 2004 tsunami.• The total cost of materials and delivery is about 15

GBP• Donations can be made at   www.schoolinabag.org• Contact Phone Number: +44(0) 1935 849160• Email: info@pierssimonappeal.org• Special school programs available

• Increase awareness of charity’s work• Link PSA work with the ten-year anniversary of the

2004 Indian Ocean Tsunami. • Develop long-term relationships with schools and

corporations in order to create a stable base of donors

(Note: Original goals were: 1: Provide an avenue for people who feel compelled to donate and help. 2: Promote the Appeal as comprehensively as possible. 3. Strive to maximize the capacity to raise funds. In talking with client, we developed somewhat clearer objectives.)

• Create a series of features examining the long-term impact of natural disasters on communities.

• Solicit matching grants from organizations and corporations, and write press releases about these partnerships.

• Work with other NGOs and non-profits to raise visibility about the need for ongoing aid to communities affected by disasters.

• Partner with Summit Entertainment to promote The Impossible and PSA

• Create a series of “where are they now?” features for newspapers and broadsheets.

• Partner with the BBC to promote Tsunami: The Aftermath miniseries and PSA

• Set up a series of speaking engagements for founder Luke Anthony to share his experience post-tsunami

• Seek support from celebrities connected with the 2004 disaster

• Create school campaigns for giving• Connect with corporations, seeking sponsorships,

matching grants, and permission to give presentations to office workers

• Teacher publications• The Teacher• ReThinking Schools• Education Week TeacherThe goal is to reach moms through school

programs. Though these target teachers, ultimately the focus is children and their parents

• Humanitarian Publications:• Yes! Magazine• Humanitarian ExchangeThese publications are read by those

involved in NGO work. We can send press releasesabout our partnership with other non-profits here.

• Mothers’ Magazines• Brain, Child• Motherhood Magazine (online and print)• Working Mother

• Mainstream News Outlets• BBC• The Guardian • The Daily Mail• Local papers, radio stations, and TV• Etc.

PR IDEAS COST

Fundraising viewings of The Impossible, followed by a talk with Luke Anthony highlighting the ongoing need of victims and their communities

$3000, for venue and equipment rental. Cost will be subsidized by Summit Entertainment

School Campaigns $1000 for creation and printing of curriculum/awareness kits, to be distributed in participating schools.

Office Worker Campaign $1000 for luncheons with corporate executives and Luke Anthony

Various features profiling tsunami victims and impacted communities

N/A

Press releases for various PR projects

N/A

• The Impossible: This idea will create interest in the press. The public love human interest stories and entertainment; we can combine these and have a very compelling event. Target media includes local outlets, as well as nationwide news coverage.

• School Campaigns: We will create a one-day teaching kit for teachers to use with their students. This will create media interest, and interest mothers when their children discuss what they learned at school. We can have PSA reps speak at school assemblies, and provide brochures. Target media includes teacher and parenting publications (see lists above.) This can be the start of ongoing relationships with schools and families for a stable donor base.

• Solicit donations from celebrities: Naomi Wattsis an attractive actress who was nominated foran Academy Award for her performance in The Impossible. We will seek an endorsement andgift from her and her co-actors. This will provide acompelling news story for broadsheets to cover, such as The Daily Mail. We could also facilitateinterviews from her or other actors about their connection with the 2004 tsunami, thus providing an easy avenue to share PSA’s message.

• Solicit endorsement from María Belón Alvárez, the tsunami survivor on whom The Impossible was based. The mother-child relationship will be especially compelling to mothers’ magazines.

• Office campaigns: Arrange business luncheons between Luke Anthony and corporate execs. Luke will share his story, and invite managers and executives to arrange donation drives in their offices. He will solicit matching donations from corporations. With the existing partnership between SIAB and OfficeTeam, we will encourage OfficeTeam reps to join us. 2.5% of purchases through OfficeTeam will support SIAB. Similar presentations to office workers will also be provided.

An additional key strategy will be providing campaign packets to offices. Posters and flyers will be available to distribute to workers. Key press will be the local media.

• Summit Entertainment: In a special promotional evening with their film, The Impossible, we will host viewings, along with a talk from PSA. Press releases and features will be sent out to local media.

• BBC: We will seek a partnership in the release of the miniseries, Tsunami: The Aftermath on DVD. We will have co-written press releases, features, and a special PSA edition of the DVD.

• OfficeTeam: This is an existing relationship. OfficeTeam supplies SIAB materials, and has donated to the campaign. We will invite them to use SIAB branding on their promotional materials.