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Egyptian Cure BankSight Disabilities Program

Digital Campaign

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The ConceptIs the answer of this question:If you got your sight back tomorrow, what would you love todo / see first ?

The wishes will seem simple to us but might be impossible for the blind and the weak-sighted.

Examples:- I wish I could wake up and look into my daughter’s face.- I wish I could see colors and be able to draw a

painting. - I wish I could cross the street by myself.

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The Campaign NameSince we are talking about wishes to come true by getting back eye sight, the best name could be:

“I wish to see” or “بحلم أشوف”

The domain ashoof.org is currently available and easy to memorize.

It’s better for the campaign to have a separate website but if it’s required to be part of the original website, we can redirect the new domain to it.http://ashoof.org http://egyptiancurebank.com/ashoof.php

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The CharactersWe recommend to engage real life characters who suffer from this problem and have the chance to get their sight back.

3 - 6 characters covering the spectrum of gender, age group and medical situation.

Each character should have a most-desired wish to achieve by getting his/her sight back.

For this presentation, we will use imaginary characters to demonstrate the campaign idea.

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The Message StructureThe characters are introduced first in a neutral way without exposing their disabilities.

We recognize the wish of each character by text or voice according to the type of media.

We wonder why these simple wishes couldn't come true.

We get surprised when we discover the reason which is their sight disabilities.

We know they all have the chance to be cured and to fulfill their simple needs but they just need our help.

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Sample Stories

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Music Video Animation Images Text

-Banner Ads -Page Design -Website Content

-Ads ContentWeb Pages

-Header Design-Post Design

-Post Content Facebook

-Header Design-Post Design -Post Content Twitter

-Campaign Song-Video Ads-Song Video

-Header Design -Videos Description YouTube

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Media Types vs. Media Channels

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Media Deliverables- Campaign Website- Video Ads - Campaign Song- Campaign Song Music Video- Banner Ads- Facebook Header & Posts Design- Twitter Header & Posts Design- YouTube Channel Header Design

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Campaign Website

96% of consumers find videos helpful when making payment decisions online.

Nearly three quarters are more likely to pay if they can watch a video explaining it beforehand.

We will focus on using a catchy video in our homepage.

The page will contain a clear link at the top to The Egyptian Cure Bank website.

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Video Ads

3 - 6 videos telling the story of each character.

Production Alternatives:

Alternative 1Professional video production (video shoot)

Alternative 2For low budget purposes we can produce animation using photos and text and this will only require a (photo shoot).

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.. بحلم أشوف ..النيل جميل..والليل طويل

.. بس النجوم بتنوره

.. بحلم أسوقمركب كبير..واخده

.. واطير ..بين السحاب..وأزور بالد

بحلم أشوف..خلينى اشوف..حتى القمر بعد الخسوف

..بيعود ينور من جديد

..بحلم أغوصفى عيون حبيبتى .. لما

تلمع..بعد ضحكة مجلجلة

..بحلم أضفر..شعر بنتى..وأخدها صورة

..وهى طايرة ..فى الهوا

بحلم أشوف..خلينى اشوف..

..حتى القمر بعد الخسوف..بيعود ينور من جديد

Campaign Song

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Campaign Song Music VideoThis video is considered to be the main promo.It will combine multiple shots from the charactersvideos played along with the campaign song.

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Facebook Header & PostsIn Facebook, people usually get a new story in their news feed once the page header (cover image) is changed.That’s why it’s important to change the header on frequent basis (every 1-2 weeks) to get attraction.

We will design a header for each character (3-6 cover images) and 2 other headers for the campaign in general.

As a profile picture, The Egyptian Cure Bank logo will do. And for the posts images, different designs with different stories (10 – 20 images) to be posted according to the social media plan.

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Twitter Header & Posts

Twitter has rolled out its new profile pages that looks like Facebook profiles with the much larger header photo which is no longer partially obscured by bio text and the avatar is bigger too.

A header image for each character (3-6) and a general image will be more than enough.

The same posts images we designed for Facebook can be used here in Twitter posts.

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YouTube Channel Header

سنة15عم شعبان مش مسافر بعيدعن بناته .. بس لألسف أخر مره شافهم كان من قبل ما يصاب بضعف حاد فى اإلبصار.. الناس بتقوله انهم خالص بقوا عرايس هو ممكن يعمل عملية ويشوف من جديد .. بس محتاج مساعدتنا..

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Banner AdsWill be designed as simple animation that motivates user to donate.

To be linked directly to the campaign website.

Multiple stories will be designed based on the characters.

Different sizes will be used according to the media plan.

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سنة15عم شعبان مش مسافر بعيدعن بناته .. بس لألسف أخر مره شافهم كان من قبل ما يصاب بضعف حاد فى اإلبصار.. الناس بتقوله انهم خالص بقوا عرايس هو ممكن يعمل عملية ويشوف من جديد .. بس محتاج مساعدتنا..

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سنة15عم شعبان مش مسافر بعيدعن بناته .. بس لألسف أخر مره شافهم كان من قبل ما يصاب بضعف حاد فى اإلبصار.. الناس بتقوله انهم خالص بقوا عرايس هو ممكن يعمل عملية ويشوف من جديد .. بس محتاج مساعدتنا..

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THANK YOU