PR Campaign

Displace Me A Public Relations Plan by Meaghan Conway

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Displace Me A Public Relations Plan by Meaghan Conway

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Executive Summary

Displace Me is a student-‐led and organized campaign to inform and persuade BYU-‐I students about the war that is occurring in northern Uganda and the effort of the non-‐profit organization Invisible Children to aid the children that are being forced into slavery, and the families that are being displaced by Joseph Kony’s soldiers. Our plan is to reach students through a large event called Displace Me, displays, web banners, and an informative booth on campus. Our campaign will educate students on the conflict that is happening in Uganda and the scholarships opportunities and cutting edge programs on the ground in Uganda that Invisible Children is implementing with the money they raise. Our campaign will be centered on the event Displace Me, where students donate money to spend 24 hours living as Ugandan refugees. This event will help them to remember our key message of donating to this cause will help all the displaced people of Uganda. The campaign is extremely cost effective allowing Invisible Children to successfully execute it without taking away from the proceeds to the Legacy Scholarship Fund. The campaign is memorable and branded. Students will easily identify with the eye catching original work of the campaign and be able to remember it.

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Table of Contents

Situation Analysis…………………………………………………………………………………6 Goals and Objectives.…………………………………………………………………………….7 Target Audience……………………………………………………………………………………7 Positioning……………………………………………………………………………………………8 Key Messages………………………………………………………………………………………..8 Challenges…………………………………………………………………………………………….8 Communication Vehicles………………………………………………………………………9 Flyers………………………………………………………………………………………..10 Direct Mail Ads………………………………………………………………………….11 Banner………………………………………………………………………………………12 Web Banner………………………………………………………………………………13 Seminar at Madison High School……………………………………………….14 Information Booth at BYU-I……………………………………………………….15 Displace Me……………………………………………………………………………….16 Research Methods……………………………………………………………………………….17 Campaign Timeline……………………………………………………………………………..18 Detailed Calendars……………………………………………………………………………...19 Budget…………………………………………………………………………………………………23 Advertising Plan………………………………………………………………………………….25 Strategies and Tactics………………………………………………………………………….26 Campaign Action Plan………………………………………………………………………….27 Appendix……………………………………………………………………………………………..30 Media Kit……………………………………………………………………………………………..41

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Situational Analysis

Invisible Children is a humanitarian organization dedicated to working with people affected by Africa's longest running war. We focus on improving the quality of life for the most vulnerable members of the community and raising up future leaders through providing access to quality education, enhancing learning environments and creating innovative economic opportunities within communities across Northern Uganda. Their approach to humanitarian work is founded in the strength and intelligence of the Ugandan community. They learned early on it was not only important but essential to heed the wisdom of people that had not only lived in the war, but were surviving it. In the last two years, an estimated 900,000 of the 1.8 million displaced children have returned to their homes. But that leaves one million people currently living in the Internally Displaced Persons (IDP) camps. While the majority desires to return home, the issues surrounding their return are complex. Some have been displaced for more than a decade, and their former way of life is all but gone. Access to clean water, economic opportunities, health centers, and education are a pressing concern for all, and even more so for the many who contemplate returning to resource-‐barren villages. They use a plethora of different programs and rely on the compassion of young activists to raise money for the effort. They then turn around and funnel the money into scholarship programs, building educational institutions, and small loan programs for local entrepreneurs in Ugandan. Strengths: The organization is well known in other parts of the country and has a credible reputation. Also because we are reaching out to a predominantly LDS community that is taught to reach out and help those who are in need, our campaign will be more widely accepted and embraced. Weaknesses: Rexburg is filled with college students that are often short on extra cash and time. Also because Uganda is so far away, people often feel distanced from the problem. Opportunities: Because we are promoting the event on campus we are able to access the power of the BYU-‐I student body. A lot can be done through the unbridled passion of young people. Threats: There are plenty of local problems that could use the time and money that we would put into this campaign for the people of northern Uganda.

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Goals and Objectives

The ultimate goal of this campaign is to raise money and awareness of the war that is currently happening in northern Uganda in Rexburg and the surrounding area. We want to promote the non-‐profit organization Invisible Children. We want 300 people to attend our Displace Me event and hope to raise 3000 dollars to donate to the Invisible Children organization. Target Audience

The target audience for this campaign is the students at Brigham Young University-‐ Idaho. The long-‐term goals of Invisible Children enable children to take responsibility for their future and the future of their company. Who better understands that then students who are striving to educate themselves for a better future? Power is found in the unbridled passion of young compassionate activists, the students of BYU-‐I. The similar but secondary target audience is the students at Madison High School.

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Positioning

This campaign is designed to be cost effective, interactive, and influential. We will position Displace Me as a fun, interactive way to contribute to over seas humanitarian work. Most students have the desire to help those in need; they just don’t know how to do it. Displace Me is the way. Key Messages

• The longest standing civil war is occurring in Northern Uganda. • Children are being captured and forced to fight as soldiers. • Families are being forced into displacement camps. • Invisible Children aids those children through scholarship funds. • Displace Me is a way that they can be an active participant in donating to

the cause. Challenges

Some challenges that this campaign faces are that students do not normally have extra money to spare, and philanthropy work is normally the last category to show up on a college student’s budget. But if advertised thoroughly and using images that are bright and appealing we will be able to get at least 300 students who sign-‐up for Displace Me.

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Communication Vehicles

To advertise and promote this campaign we will use flyers, direct mail ads, a large banner, a web banner for the BYU-‐I home page, the documentary film, the assembly at Madison high school, an information booth and the large Displace Me event at Madison Fairgrounds. We will use the flyers, banners and documentary to promote Displace Me and get kids at BYU-‐I and Madison High School kids involved in the large event. All will carry different visuals and the Invisible Children logo. *See Appendix items one through nine for visual aids for the flyers, direct mail ads, banner, web banner, etc.

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Flyers

Procedures

1. Print off 500 copies of 5 x 7.5 flyers at AlphaGraphics. (Color copy, two to a page.)

2. Hand out flyers in the MC by the informative booth. 3. Hand out flyers at Madison High School by merchandise table.

Contacts AlphaGraphics 383 South 2nd West Rexburg, ID 83440 Phone: (208) 356-‐0170 Hours of Operation: Weekdays 8 a.m. – 9 p.m. Saturday 10 a.m. – 9 p.m. *See Appendix 1 (Page 30)

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Direct Mail Ads

Procedures

1. Print direct mail ads at AlphaGraphics. (Double Sided) 2. Contact Student Records and Registration and get mailing list. 3. Print shipping labels at AlphaGraphics. 4. Stick labels onto each of the mail ads. 5. Ship mail ads at the Rexburg Post Office.

Contacts BYU-‐Idaho Student Records and Registration Kimball 190 Jerrod Guddat E-‐mail: [email protected] Phone: (208) 496-‐1040 US Post Office 140 South Center Street Rexburg ID, 83440 Phone: (208) 359-‐5392 AlphaGraphics 383 South 2nd West Rexburg, ID 83440 Phone: (208) 356-‐0170 Hours of Operation: Weekdays 8 a.m. – 9 p.m. Saturday 10 a.m. – 9 p.m. *See Appendix 2 (Page 31)

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Banner

Procedures 1. Go to VistaPrint.com 2. Go down to large banners and click “Get Started” 3. Follow instructions given by the website. 4. Order large 15 oz. outdoor banner using the design given.

Contacts Vista Print Vistaprint.com *See Appendix 3 (Page 32)

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Web Banner

Web Banner will run from April 20, 2011 to July 14, 2011 Procedures

1. E-‐mail pdf version to Andy Cargal Contacts Andy Cargal Broadcasting and News Services Supervisor Email: [email protected] Phone: (208) 496-‐ 1537 *See Appendix 4 (Page 33)

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Seminar at Madison High School

We will hold a seminar on June 15, 2011, at Madison High School. For three class periods during the school day the children will gather in the auditorium and we will show them the documentary “Invisible Children: Rough Cut.” We will then advertise Displace Me and hand out a flyer with all the information on it. There will be a merchandise table outside the auditorium where we will sell Displace Me flags and have a banner hanging. Students will also be able to make donations at this table. Contacts Invisible Children Displace Me Advisor Mary Fernandez (504) 746-‐8739 [email protected] *This is the women that you will order the Displace Me flags from Madison High School 134 Madison Ave Rexburg, ID 83440-‐1698 Phone: (208) 359-‐3305 A/V Service Department Mary Ivie Phone: (208) 496-‐7070 E-‐mail: [email protected] *Rent a small television and extension cord for merchandise table

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Information Booth at BYU-‐I

Starting on June 27, 2011 and continuing until July 11, 2011 there will be an information booth set up in the Manwaring Center. At the booth the documentary “Invisible Children: Rough Cut” will play on a small television and Displace Me flags will be sold for one dollar. We will have flyers that advertise Displace Me and volunteers who can give information about the organization and the event. Students will also be able to donate to the cause at this table if they want. Contacts Invisible Children Displace Me Advisor Mary Fernandez (504) 746-‐8739 [email protected] *This is the women that you will order the Displace Me flags from

A/V Service Department Mary Ivie Phone: (208) 496-‐7070 E-‐mail: [email protected] *Rent a small television and extension cord for merchandise table

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Displace Me

Displace Me is not only the name of our campaign, but it is the large event that is the ultimate goal of this campaign. Our hopes are that we can get 300 students to sign up and donate $15 to spend 24 hours as a Ugandan refugee at the Madison Fair Grounds. Tickets for the event will be sold May 29, 2011 through July 14, 2011. Who: BYU-‐I students, Madison High School students, and members of the community. What: Each person will pay 15 dollars to come to the Madison Fair Grounds and spend 24 hours as displaced people with the refugee packs provided to them. We will have a activities including a presentation of the documentary "Invisible Children: Rough Cut," a film that exposes the tragic realities of northern Uganda’s night commuters and child soldiers. Where: Madison County Fairgrounds When: 3 p.m. July 15, 2011 to 3 p.m. July 16, 2011 Why: The proceeds of this event will be given to the Legacy Scholarship fund to help build school and educate the future leaders of Uganda. *See Appendix 5 for a detailed schedule of planning the event (Page 34) *See Appendix 6 for itinerary of Displace Me (Page 35) Contacts Invisible Children Displace Me Advisor Mary Fernandez (504) 746-‐8739 [email protected] *Order refugee packs, banner, paint and “Invisible Children: Rough Cut” from her. Cashiers/Ticket Office Location: 130I Kimball Building Phone: (208) 496-‐1950 Fax: (208) 496-‐5080 E-‐mail: [email protected] *Drop off event ticket request form (See Appendix 7 Page 36) Madison County Fairgrounds 203 N 5 W Rexburg, ID 83440 Phone: (208) 359-‐9416 *The Fairgrounds are being donated free of charge. Someone just has to call and make the reservation. A/V Service Department Mary Ivie Phone: (208) 496-‐7070 E-‐mail: [email protected] *Rent Projector, large screen, and extension cord to watch movie. Becca Holt-‐ Photographer Phone: (504) 457-‐8933 E-‐mail: [email protected]

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Research Methods

There were two types of primary research methods uses in researching interest of BYU-‐I students in this campaign. The first included a survey that was sent out to nearly 700 random students on the BYU-‐I campus via e-‐mail. The survey helped us to assess the amount of knowledge that students have about Invisible Children and the knowledge they have about the goals of the organization. The second form of research that was conducted was a focus group involving 17 random students from various states. They were asked a series of questions relating to Invisible Children and the event we are aspiring to host, Displace Me. *See Appendix 8 for survey (Page 37) * Appendix 9 for focus group information (Page 39)

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Campaign Timeline

This campaign will be one-‐semester project to take place in Spring of 2011. A detailed calendar follows this outline.

• April 13, 2011-‐ Send web banner for authorization • April 19, 2011-‐ Semester begins; send out survey via email • April 20, 2011-‐ Order large banner from Vistaprint.com • April 27, 2011-‐Order Displace Me kits, documentary and 200 Displace Me

flags from Invisible Children • May 2, 2011-‐ Call Madison Fairgrounds and schedule the facility for July

15, 2011 and July 16, 2011 • May 4, 2011-‐ Call Madison High School and set up Documentary showing

for June 15, 2011 • May 9, 2011-‐ Go to the Records and Registration office and get mailing list

in digital form. • May 12, 2011-‐ Go to Alpha Graphics and have 13,000 mail ads, 200 pages

of flyers, and mailing labels printed • May 16, 2011-‐ Displace Me committee assembles direct mail ads • May 30, 2011-‐ Direct Mail Ads are sent out • June 13, 2011-‐ Media it is sent out to the Scroll, The Standard Journal, The

Post Register, and Local News 8. Call and confirm seminar with Madison High School and request table and two chairs for merchandise table. Also request that the projector and screen be ready to use upon arrival

• June 14, 2011-‐ Rent A/V equipment for the Madison High School seminar • June 15, 2011-‐ Seminar at Madison High School • June 26, 2011-‐ Rent A/V equipment for the information booth in

Manwaring Center • June 27-‐ July11, 2011 (Excluding Saturdays and Sundays) 10:00 a.m. –

3:00 p.m. -‐ Informational Booth in the Manwaring Center • July 13,2011-‐ Final Displace Me meeting to go over any last minute details • July 14, 2011-‐ Rent A/V equipment for Displace Me. Load all the Displace

Me gear into the cars of the committee members • July 15, 2011-‐ Displace Me • July 18, 2011-‐ Send out post-‐campaign survey via e-‐mail to measure

knowledge

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Detailed Calendars

April 2011

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

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3 4 5

6 1 2

3

4 5 6

7 8 9

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11 12 13 Send Web banner for approval

14 15 16

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19 Semester Begins; send out survey

20 Order large banner

21 22 23

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25 26 27 Order Displace Me kits, film, and flags.

28 29 30

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Detailed Calendar

May 2011


1

2 Call Madison Fairgrounds and reserve for Displace Me

3 4 Call Madison High School and set up film showing

5 6 7

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9 Go to records and registration and get mailing list

10 11 12 Print 13,000 mail ads, 300 sheets of flyers, and mailing labels

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16 Displace Me committee assembles direct mail ads

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24 25 26 27 28

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30 Direct Mail ads are sent out

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Detailed Calendar

June 2011


1 2 3 4

5

6 7 8 9 10 11

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13 Send Media kits to all major news outlets. Call and confirm Madison HS

14 Rent A/V equipment for Madison High School

15 Seminar at Madison High School ; film and merch table

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17 18

19

20

21 22

23 24 25

26 Rent A/V equipment for the info booth in the MC

27 Info booth in MC 10:00 a.m.-‐ 3:00 p.m.




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Detailed Calendar

July 2011



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3






9

10

11 12 13 Final Displace Me meeting to go over last minute details

14 Load all the Displace Me gear into committee members cars

15 Displace Me!

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18 Send out post campaign survey via e-‐amil

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25 26 27 28 29 30

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Budget

*All Displace Me kits can be returned for a full refund of money.

Item Estimated Cost

Actual Cost

Charge Numbers

Unit Numbers

Profit

Flyers

$147.00

300

Direct Mail Ads

$890.40

13,000

Mailing Labels

$360.00

13,000

Stamps

$572.00

13,000

Madison Fair Grounds

Free

(Donated)

Flags

$125.00

$500.00

500

$375.00 Displace Me Kits

$2,100.00

$4500.00

300

$2400.00 Banner

$35.00

1

Web Banner

Free

A/V Equipment

Free

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Budget

Budget

Total Spending

Total Savings

0

500

1000

1500

2000

2500

3000

Flags Displace Me Kits

Goods Sold

Proaitability

Total Spent

Prooitability

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Advertising Plan

In our advertising we want to be as cost effective as we can but also be able to inform the students about Invisible Children and influence them to donate to the organization. I want to start the campaign with raising awareness of what the organization is actually about by directing their attention to the Invisible Children website. By creating the flyers and the information booth in the Manwaring Center we can create curiosity while informing people of the event Displace Me. The web banner and the large banner that will also help to draw attention to the cause and hopefully spark curiosity of the organization and the event. After we have created some awareness as to what the organization is we will send out the direct mail ad to invite people to join us for Displace Me. This direct mail ad will reach almost 13,000 and make them feel as if they as individuals can make a difference in participating in this event; a personal call to action. The seminar at Madison High School and the event Displace Me will be the final steps in creating a personal connection between the students and the children in Uganda. Events have been proven to be more memorable in the eyes of a target audience. They become more emotionally invested in the cause and it feels more personal to them.

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Strategies and Tactics

Strategy

Tactics

Flyers

Flyers will be passed out at the information booth at BYU-I and at the seminar at Madison High School.

Web Banner

Displaying a web banner on the BYU-I website will create awareness about Invisible Children.

Direct Mail Ads

We will send out a survey to almost every student at BYU-I. They will promote our message in a personal way and invite students to participate in Displace Me.

Surveys

We will conduct a survey at the beginning of the semester to measure awareness. We will also conduct surveys after the Displace Me event to measure the success of the campaign.

Information Booth at BYU-I

We will set up a table in the MC where a T.V. would play “Invisible Children: Rough Cut”, our banner will be displayed, flyers will be passed out, and students will be able to buy flags as a donation to Invisible Children.

Seminar at Madison High School

We will go to Madison High School and show the documentary “Invisible Children: Rough Cut” to the students of Madison High School. We will also pass out flyers and sell flags.

Displace Me

We will hold an event at the Madison County Fairgrounds where students will live like Ugandan refugees for 24 hours.

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Action Plan

Action Plan

Person Responsible Due Date

Tactic: E-mail Survey

Send surveys out via e-mail. Invisible Children committee member

4/19/2011

Enter survey results into excel spreadsheet.

Invisible Children committee member

Ongoing

Send out post-campaign survey via e-mail.


7/18/2011

Enter survey results into new excel spreadsheet.


7/22/2011

Tactic: Flyers

Go to Alpha graphics and have 200 sheets of posters printed.


5/12/2011

Pass out flyers at BYU-I info booth in the MC.


6/27/2011- 7/11/2011

Pass out flyers at Madison High School seminar.


6/15/2011

Tactic: Direct Mail Ads

Go to the Records and Registration office and get mailing list in digital form.


5/9/2011

Go to Alpha Graphics and have 13,000 mail ads and shipping labels printed.


5/12/2011

Assembles direct mail ads. (Stick labels to ads.)


5/16/2011

Go to the post office and send out mail ads.


5/30/2011

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Tactic: Banner

Go to Vistaprint.com and order the large outdoor banner.


4/20/2011

Tactic: Web Banner

Send to Brother Cargal for posting.


4/20/2011

Have web banner posted. Brother Cargal 4/20/2011- 7/14/2011

Tactic: Seminar at Madison HS

Call Madison High School and set up documentary showing for June 15, 2011.


5/4/2011

Confirm seminar at Madison HS and request two tables, a chair, and that the projector be ready upon arrival.


6/13/2011

Rent A/V equipment for seminar.


6/14/2011

Take flags, documentary, A/V equipment, and flyers to Madison HS for three presentations.


6/15/2011

Tactic: Info Booth at BYU-I

Rent A/V equipment for info booth in the MC.


6/26/2011

Take flags, documentary, A/V equipment, and flyers to the MC. Get a table and two chairs from a near by room and set up in a high traffic area.


6/27/2011- 7/11/2011 (Excluding Saturdays and Sundays) 10:00 a.m. – 3:00 p.m.

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Tactic: Displace me

Order Displace Me kits, documentary, and 200 Displace Me flags from Invisible Children.


4/27/2011

Call Madison County Fairgrounds and schedule facility for July 15, 2011.


5/2/2011

Media regarding Displace Me is sent out to all major media sources in the Rexburg area.


6/13/2011

Rent A/V equipment for the event.


7/14/2011

Displace Me Invisible Children committee member

7/15/2011

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Appendix 1-‐ Flyer

Spend 24 hours as a Ugandan refugee and help the child soldiers in Northern Uganda. Visit invisblechildren.com for more information. Buy your tickets at the BYU-‐I ticket office .

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Appendix 2 – Mail Ad

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Appendix 3-‐ Banner

Visit www.invisiblechildren.com for more information.

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Appendix 4-‐ Web Banner

Everyday in Northern Uganda an average of 67 children are abducted and forced to become child soldiers.

Visit invisiblechildren.com for more information on how you can help.

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Appendix 5-‐ Displace Me Detailed Schedule of Planning *This event is a very low maintenance event. Because of it’s nature and simplicity of the cause, not a lot of detailed planning needs to happen. The goal here is to help people to realize what living in a displacement camp feels like for the people of Northern Uganda and raise awareness of the mission of Invisible Children. April 20, 2011-‐ First committee meeting. Contact Mary Fernandez for account information. Discuss possible speakers for the event. Choose three that you would like to extend an invitation to speak. Delegate the following responsibilities to each committee member.

• Call Madison County Fairgrounds and schedule the grounds for July 15, 2011 *We have arranged for the fairgrounds to be donated free of cost. Tell them you are with Invisible Children and Meaghan Conway and the cost should be waived.

• Order Displace Me kits from Mary Fernandez. • Send e-‐mails to three possible speakers explaining the event and the cause and inviting

them to speak at Displace Me. • Contact Becca Holt to take pictures of the event. (She has donated her services for free.)

May 16, 2011- Committee meets and assembles the direct mail ads for the events (The bulk of the meeting will be spent on this task). Each committee member reports on the tasks that they were delegated in the last meetings. The following items will be delegated in this meeting.

• Direct Mail ads need to be sent out on May 30, 2011. • Media needs to be sent to all major news outlets in the area on June 13, 2011.

-‐The Scroll -‐The Standard Journal -‐The Post Registrar -‐ Local News 8

• Confirmation on the speakers and their topics. June 27, 2011- Committee meets and sorts through all the Displace Me kits. Separate shirts (By size), spray paint cans, bracelet kits, boxes and rope for tents, orange arm wraps, crackers, water bottles, large banners of Ugandan children and Displace Me pins. Sort into tubs and label. Have committee members report on assignments that were delegated in the last meeting. Delegate the following responsibilities.

• Someone to rent A/V equipment on July 14, 2011 for the event. • Five people to transport all the Displace Me kits, A/V equipment, banners, table, chairs, and

flags. • A final list from the ticket office needs to be collected on June 14, 2011 for sign-‐in’s at the

event. July 13, 2011- Final meeting to go over any last minute details of the event. Delegate responsibilities for the next day and load up all the cars with the equipment for the event. See Appendix 6 for details of the event day.

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Appendix 6 – Itinerary of Displace Me June 15, 2011 12:00 p.m.-‐ Committee arrives at Madison Fair grounds. The cars are unloaded and the following items are set up.

• A/V equipment (Projector, large screen, speakers, microphone (to be set up on the stage) and extension cords)

• Table and chairs at entrance • Large tubs containing Displace Me kits (Should be stacked by entrance) • Banner (Should be hung above the stage) • Large Displace Me posters with bios of the children (Should be hung around the arena)

3:00 p.m. – People start to arrive and check-‐in. People should mingle and look at the posters while others are checking in. 5:00 p.m. – Welcome to the event. Bio of Invisible Children and the purpose of Displace Me. 5:45 p.m. – Students receive their shirts, spray paints cans, and orange arm wraps. They should spend the next hour dividing into groups of 25 (teams that they will spend the rest of the night with) and designs shirts with their spray paint (Their shirts should look similar.) 6:45 p.m. – Next each student should be given their boxes and set up their makeshift tents in their groups. *Each student was asked to bring a sleeping bag and pillow. That can also be set up as well. 8:00 p.m. – Each student will receive his or her nightly rations (water bottle and crackers). 8:30 p.m. – Talk given on life in displacement camps. Nights are especially brutal at displacement camps. 9:30 p.m. – Documentary “Invisible Children: Rough Cut” is shown. June 16, 2011 9:00 a.m. – Wake up and receive morning rations. 9:45 a.m. – First Speaker. 10:45 a.m. – Students receive their bracelet kits. They can weave their own bracelets. Each color bracelet represents a different child. Each bracelet comes with a bio on the children that the color represents. 11:30 a.m. – Second Speaker. 12:30 p.m. – Break for rations and free time. 1:00 p.m. – Third Speaker. 2:00 p.m. – Break 2:15 p.m. – Final closing comments and goodbyes.

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Appendix 7 – Ticket Office Request Form

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Appendix 8 – Survey to be Dispersed Before Campaign Survey Cover Letter

April 20, 2011 Dear BYU-‐Idaho Student, Invisible Children in collaboration with Brigham Young University-‐ Idaho is striving to promote and aid the civil war that is occurring in Northern Uganda by raising awareness and hosting an event called Displace Me. One of the ways that Invisible Children is able to identify the issues to address is through student-‐completed surveys. Attached is a survey regarding Invisible Children and its cause. In order to gain an accurate picture of how much knowledge the BYU-‐I student population has about Invisible Children and the civil war in Northern Uganda we ask for a moment of your time to carefully take the survey and send it back to the e-‐mail address from which it was received. We appreciate your help as we try to aid this organization. Best wishes for a great semester, Meaghan Conway Invisible Children Representative

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Survey Before

1. What is your gender? 6. Would be interested in donating to this

organization? Male Female Yes No

2. What is your relationship status? 7. Would you come to an event where you

Single Married could spend 24 hours as a Ugandan refugee?

3. Have you ever heard of the organization Invisible Children? Yes No Yes No 8. Are you interested in foreign public affair?

4. If yes, do you know what they do? Yes No

Yes No

5. If yes, please write a brief summary of what they do.

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Survey After

1. What is your gender? 6. Would be interested in donating to this organization? Male Female Yes No

2. What is your relationship status? 7. Were you aware of the event called

Single Married Displace Me? 3. Have you ever heard of the organization Yes No

Invisible Children? Yes No 8. If yes, did you attend?

4. If yes, do you know what they do? Yes No

Yes No 9. If yes, did you think the event was

5. If yes, please write a brief summary beneficial and worth your time? of what they do. Yes No

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Appendix 9 – Focus Group Results This was a focus group that was held on November 6, 2010. There were 14 students in attendance. We meet for about one hour and the students let me ask them questions in regards to their knowledge of the organization Invisible Children and the event Displace Me. Names and Hometowns of students in attendance:

• Crystal Emery-‐ Nampa, Idaho • Aleesha Lopez-‐ San Bernardino, California • Riselia Magana-‐ Dallas, Texas • Robert Demaso-‐ Sacramento, California • Matt Morgan-‐ Salt Lake City, Utah • Chris Nieuwenhuis-‐ Hortonville, Wisconsin • Daine Fernandez-‐ Medford, Oregon • Nick Hill-‐ Memphis, Tennessee • Jenna Harding-‐ Minneapolis, Minnesota • Tara Low-‐ Alberta, Canada • Sara Clark-‐ Centerville, Virginia • Vicky Mejia-‐ Mesa, Arizona • Becca Holt-‐ Berkeley, California • David Johan-‐ France

This focus group was very beneficial and taught me a lot about the awareness of Invisible Children in different areas of the United States. It also gave me insight into the minds of my target audience and if they would be willing to participate in an event like Displace Me. I started the focus group by asking each member if they had ever heard of invisible children. Students from southwestern states (i.e. California, Arizona, Texas, etc.) had heard of Invisible Children and had seen the documentary “Invisible Children: Rough Cut.” Students from any eastern states and northwestern states (I.e. Oregon, Idaho, Minnesota, Wisconsin, etc.) had never heard of Invisible Children and were unaware that there was a civil war going on in Northern Uganda. I went on to explain to them the nature of the event Displace Me and the events of the day. I then asked them for input on how I could promote the event and if they were willingly to spend 15 dollars to participate in this event. I was extremely surprised by their answer. One of the biggest challenges that I think this PR plan faces is that college students are tight on money, but 12 out of 14 students said that they would spend the 15 dollars to participate. They also gave me the idea of sending out the direct mail ad. When brain storming ways to promote the event they told me that if they got a colorful post card in the mail they would be more likely to go to the Invisible Children Website and research the organization and the event. It’s a more personal way to contact each student.

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Media Kit

Media Advisory

Invisible Children Hosts 300 Rexburg Refugees at “Displace Me”

Rexburg, Idaho/July 15, 2011/ Invisible Children/-‐ WHAT: The non-‐profit organization Invisible Children is hosting an event where citizens of Madison County will gather together to live like Ugandan refugees for 24 hours. We will simulate Ugandan displacement camps in an attempt to raise awareness about the conflict in northern Uganda. WHERE: The event will be held at the Madison County Fair Ground located at 460 W 2nd N. All participants will enter through the back entrance. WHEN: Friday, July 15, 2010 to Saturday, July 16, 2010 from 3:00 p.m.-‐ 3:00 p.m. WHO: The official host for this event is the non-‐profit organization Invisible Children. Invisible Children is a movement seeking to end conflict in Northern Uganda and bring the child soldiers back to their homes. The organization seeks to rebuild schools, educate future leaders, and provide jobs in Northern Uganda. WHY: All of the proceeds from this event will be added to the Legacy Scholarship Program. Some of the greatest needs and largest gaps in development in northern Uganda can be attributed to the region's limited access to secondary education. To address this problem they have created the LSP, an initiative that develops the leadership and life skill capacities of promising students.

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(Direct Pitch Letter) Dear Editor of the Scroll, I am the PR advisor or the non-‐profit organization Invisible Children and we have an amazing

opportunity that we would like to present to the students on your campus through a publication in The

Scroll. We believe The Scroll is an amazing source to reach the student body and help raise awareness.

The purpose of our organization is to start a movement seeking to end conflict in Northern

Uganda and bring the child soldiers back to their homes. The organization seeks to rebuild schools,

educate future leaders, and provide jobs in Northern Uganda. The consider themselves to be motivated

misfits and masses that are re-‐defining what it means to be an activist.

To help accomplish our goals we will be holding a local event called “Displace Me.” The citizens

of Madison County will gather together to live like Ugandan refugees for 24 hours. We will simulate

Ugandan displacement camps in an attempt to raise awareness about the conflict in northern Uganda.

The event will be held from Friday, July 15, 2010 to Saturday, July 16, 2010 from 3 p.m.-‐ 3 p.m.

at the Madison Fair Grounds. It’s a great opportunity for the students on your campus to make a

difference in lives of those less fortunate. If you have any questions you can contact me directly at (909)-‐

534-‐5993, or at [email protected].

Thanks for your time and consideration. Kind regards, Meaghan Conway Invisible Children Inc.

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(E-mail Pitch) Subject: Spend 24 as a Ugandan Refugee!! Body: Dear (Various Media Outlets), I am the PR advisor for the corporation Invisible Children. We are a non-‐profit organization

devoted to helping children that are being taken away from their homes and forced to be child soldiers in

northern Uganda. The organization seeks to rebuild schools, educate future leaders, and provide jobs for

all the displaced citizens of Uganda.

The non-‐profit organization Invisible Children wants to give you the opportunity to be apart of

an amazing event! We will be holding a local event called “Displace Me”. The citizens of Madison County

will gather together to live like Ugandan refugees for 24 hours. We will simulate Ugandan displacement

camps in an attempt to raise awareness about the conflict in northern Uganda.

The event will be held from Friday, July 15, 2010 to Saturday, July 16, 2010 from 3 p.m.-‐ 3 p.m.

at the Madison Fair Grounds. It’s a great opportunity to make a difference in lives of those less fortunate.

If you have any questions you can contact me directly at (909)-‐534-‐5993, or respond to this e-‐mail.

Thanks for your time and consideration. Kind regards, Meaghan Conway Invisible Children Inc.

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Invisible Children 246 S 1st W #201 / Rexburg, ID 83440

NEWS RELEASE September 13, 2010 Contact Information: FOR IMMEDIATE RELEASE Meaghan Conway Office: (909) 534-‐5993 Email: [email protected]

LOCAL STUDENT RAISES FIFTY THOUSAND DOLLARS FOR WAR EFFORTS IN UGANDA Brigham Young University-‐ Idaho Aligns with Invisible Children to Save Children

Rexburg, Idaho – At 3:00 p.m. on July 15, 2011 to 3:00 p.m. on July 16, 2011 nearly 300 Brigham Young

University – Idaho students and surrounding members of the local community will gather together for

the event Displace Me at the Madison Fairgrounds. They will spend 24 hours living as Ugandan Refugees

to raise money for the children of Northern Uganda.

The non-‐profit organization Invisible Children uses the power of the media to inspire young

people to help end the longest running war in Africa. Their goal is to implement cutting edge programs on

the ground in Uganda. They provide 690 scholarships to specifically chosen secondary students and 180

full ride scholarships to University. They employ mentors that holistically oversee healthy development

for those students.

The event cost 15 dollars per person and you are asked to bring a sleeping bag and pillow but are

provided an entire Displace Me kit. The kit includes a shirt, a spray paint can, bracelet kit, a large box and

a rope for a tent, an orange arm wrap, a package of crackers, a water bottle, and an Invisible Children pin.

Three motivational speakers will speak on the importance of humanitarian aid in Africa, and the goals

and achievements of the organization.

The event Displace Me was constructed and is being ran by a committee of students from Brigham

Young University – Idaho. They have made it their mission to inform the students of the university about

Invisible Children and their cause. For the last three months they have promoted the event on campus by

setting up an information booth displaying the documentary “Invisible Children: Rough Cut”, and

reaching out to the high schools.

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FACT SHEET

For Immediate Release MEDIA CONTACTS: Melissa Holland Meaghan Conway NGO Universal Public Comm. 312-‐692-‐3330 312-‐558-‐1770 [email protected] [email protected]

LOCAL STUDENTS RAISE MONEY FOR WAR EFFORTS IN UGANDA

Did you know? With the support that Invisible Children receives from their tours and young supporters, they are able to implement cutting edge programs on the ground in Uganda. To prioritize and understand the needs of the community, the Uganda staff is 95% Ugandan. They focus on long-‐term development, working directly with individuals and institutions, to best understand the needs of these war-‐effected areas. Invisible Children and Their Involvement in Aiding Children in Africa

• Invisible Children is a nonprofit organization that makes documentaries about war-‐affected children in east Africa and tours them around the world.

• With the support they receive from their tours and young supporters, they are able to implement

cutting edge programs on the ground in Uganda. To prioritize and understand the needs of the community, their Uganda staff is 95% Ugandan.

• Invisible children is an NGO that uses the power of the media to inspire young people to help end

the longest running war in Africa.

• They believe that the problems of central Africa need to be tackled comprehensively, from peace to education. Solving them is no easy task, and it will take all of volunteers doing all that they can to ensure it.

OUR MISSION Invisible Children uses film, creativity, and social action to end the use of child soldiers in Joseph Kony's rebel war and restore Northern Uganda to peace and prosperity.

• Invisible Children uses film, creativity, and social action to end the use of child soldiers in Joseph Kony’s rebel war and restore Northern Uganda to peace and prosperity.

• Millions of people in northern Uganda have been forced into camps where they suffer more than their share. Farmers by trade, they once relied on family land and seasonal crops to provide for themselves and their loved ones. But their relocation to IDP camps means that they must now rely on the insufficient rations of the international aid community.

• 100% of the contributions from Invisible Children go to the Legacy Scholarship Program in

Uganda, providing education and mentoring to students who otherwise could not afford it.

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BACKGROUNDER

Invisible Children aids child in her fight to survive against the LRA

For two decades, a brutal Civil War has threatened the East African country of Uganda. The

government has been fighting a rebel group called the Lord's Resistance Army—or LRA—led by Joseph

Kony, an elusive man who reportedly believes that he is God. Natives have experienced the horrors of the

LRA, which many call one of the worst rebel movements on the planet.

"The majority of the combatants in this rebel army are abducted children," Lisa King, member of the

nonprofit organization Invisible Children says. "Most of them were kidnapped from their families." These

abducted child soldiers often are forced to engage in rape, murder, kidnappings, cannibalism and torture.

Those who refuse to commit these horrors may themselves be raped, murdered, tortured and kept as sex

slaves. At a home for former LRA soldiers, Lisa says she was stunned by the stories she heard. "Just think

about the things that they've seen," she says. "If you just look at their faces, they just have looks of utter

lifelessness."

More than two years ago, Evaline (her last name is unknown) was kidnapped from her home by

LRA soldiers. Evaline says they came in the night and took her and many others from her area. For the

next year, she says she was beaten regularly and forced to fight and work as a mule in her captors' army.

During one violent gunfight, a bomb dropped from a plane. One of the rebel commanders used Evaline as

a shield, pushing her body in front of his own. When the bomb exploded, shrapnel tore into Evaline's face

leaving her bleeding and disfigured.

"I ran and fell under the trees," she says. "I was scared. I looked to my left and I saw two girls who

were dead. One woman in front of me was also dying." When the bomb hit her, Evaline tells Lisa, "I felt

like I was dead. I wasn't breathing right. I was in severe pain."

Evaline stayed for a week with no food or medicine in another LRA camp. The soldiers told her

that if she could not walk, she would be killed. After she escaped, government soldiers found her on an

abandoned battlefield and took her to a hospital. Her injuries were so severe that she was unable to get

the necessary treatment in Uganda.

Invisible Children heard of Evaline's tragic story and flew her to Ft. Wayne, Indiana. So far Evelyn has

had four surgeries to reconstruct her face, with two more planned for before she goes back to Uganda.

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Lynn, the woman in Indiana who has taken in Evaline while she receives treatment, says, "She's amazing.

... She has a very, very strong spirit."

Many children remain in the poor condition that Evaline found herself in. It is the work of

organizations such as Invisible Children that are trying to change the future for these students. The

money donated to their cause helps to provide schooling and education that promises a better life for

those children that have little to hope for.

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For more information visit invisiblechildren.com

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