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My entry for the Australian finals of the Young Lions. We built a campaign around testing people's moral fibre, forcing them to confront the tricky issue of bullying (something very difficult for an adult to relate to or deal with for their kids). This was delivered in a 5 minute presentation in front of a panel of judges. We were unanimously voted the winner and were sent to Cannes to compete in the global competition (we came 4th there with a Highly Commended)
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Facing up to bullying in AustraliaA communica*on solu*on prepared for the AMF “Buddy Week” By Jessica Woodford & Lachlan Williams
THE CHALLENGE
1. Establish the AMF as the facilitator of communica*on around bullying
2. Make bullying an important issue
Buddy Week is hard for parents and teachers to relate directly to.
Making it unlikely that they will be involved and ul*mately, become donors.
CONSUMER INSIGHT
If people don’t know what to do about something, their natural insBnct is to turn away.
STRATEGY
Forcing parents to take responsibility for changing behaviours around bullying in our schools and support the AMF.
We are going to test the “Genovese Syndrome”
DON’T TURN YOUR BACK ON BULLYING
We understand that it is easier for parents to try and ignore bullying
So we aim to sBmulate conversaBon
By engaging them with bullying in a personal and surprising way
IDEA
Turn our consumers into a channel and force them to experience what the AMF offers by having someone
intervene in a surprising act of bullying
A LIVING VIRAL CAMPAIGN BUILT ON PERSONAL ENCOUNTERS
100“VicBms”125 sBckers
each 25 “Recruited VicBms” per original
“VicBm”4 sBckers each
12,500 PERSONAL CONNECTIONS
125 total connecBons per person
BRINGING THE IDEA TO LIFE
A SOCIAL EXPERIMENT: Force our consumers to confront bullying by challenging their moral fibre
BUILDING SCALE AND DRIVING MOMENTUMTurning this social experiment into content and spreading across broadcast channels as TVC’s, Online Video and Interac*ve ads online. Leverage NAB proper*es and assets to deliver the message to a wider audience. Leverage media partnerships with Channel 9 and News Ltd to secure coverage.
ELICITING AN EMOTIONAL RESPONSETagging “vic*ms” with s*ckers and challenging other people to intervene
DRIVE WIDER INTERACTION AND TRIGGER DONATIONSAc*vate interac*ve touch-‐points to drive dona*ons and brand interac*ons. (through digital formats – ATM’s EFTPOS Machines, Mobile & Online adver*sing) Create sharing experiences through social media with “I’ve got your back” tags in posts
SUCCESS WILL BE MEASURED IN 3 KEY WAYS:1. PR coverage2. DonaBons raised (with codes for each format to help opBmise effecBveness for next
campaign)3. ConnecBons through social media
MEASURING SUCCESS