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SAVE THE CHILDREN

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by

dominika czechowicz

on 21 January 2016

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Transcript of SAVE THE CHILDREN

OBJECTIVES
MY PAPPY READS...
"TEA TIME, READ TIME"
-cooperation with government
Image by Tom Mooring
MEDIA VEHICLE AND MEDIA CHANNELS
"DOESNT COST MONEY, JUST 10 MINUTES"

Every Friday at 5 pm. in less wealthy school areas will be organize Tea time, read time. This is the event patronizes dads who reads for their children. The event will be supported by government educational specialists and by government financial support. Tea time, read time aim is to acknowledge fathers with great benefits of reading and its huge impact on their kids development in the future life. Moreover, our goal is to make reading every day's afternoon habit for fathers.
BACKGROUND:
VIDEO SHOWS THE NORMAL, LOW INCOME FAMILY LIFE, FOCUSING ON THE DADS READING IN A DIFFERENT STAGES OF HIS DAUGHTER LIFE.
THE VIDEO SHOWS, THAT DAD PUTS A MASSIVE EFFORT INTO READING WITH HAPPINESS AND POSITIVE APPROACH REGARDLESS OF THE MONEY SITUATION AT HOME AND ALSO PRESENTS THE WAY UP TO KID SUCCESSFUL GRADUATION.

WHY THIS KIND OF VIDEO IDEA?
TO INSPIRE AND MOTIVATE DADS TO READ TO THEIR CHILDREN 10 MINUTES A DAY
TO PARTICULARLY TARGET LOW INCOME FAMILIES
TO INCREASE AWARENESS FOR SAVE THE CHILDREN BRAND
TO ENSURE THAT ALL CHILDREN UNDER THE AGE OF 11 READ WELL BY 2025

VIDEO IDEA
THIS IS EDUCATIONAL CAMPAIGN FOR DADS TO APPRECIATE ALL THE EFFORT THEY PUT INTO THEIR KIDS EDUCATION AND MORE IMPORTANTLY ENCOURAGE THEM TO READ TO THEIR KIDS 10 MINS A DAY EVERY DAY. THE BIGEST AIM OF THE CAMPAIGN IS TO MOBILIZE DADS AND SAY BIG THANKS FOR EVERYTHING THEY ALREADY DO.
CAMPAIGN STRATEGY
"The deepest principle of human nature is the craving to be appreciated"
William James
PREVIOUS CAMPAIGN USE THE EMOTIONALLY SHOCKING SCENES, THAT'S WHY DIFFERENT APPROACH IS NEEDED
THE GOAL OF THE VIDEO IS
TO APPRECIATE ALL DADS FOR THEIR GREAT WORK THEY DO TO SUPPORT THEIR KIDS
TO ENCOURAGE THEM TO CARRY ON AND READ TO THEIR CHILDREN BOOKS 10 MINUTES EVERY DAY
TO INCREASE SAVE THE CHILDREN AWARENESS
NO MONEY NEEDED TO TAKE CARE OF KID'S EDUCATION, READING IS FOR FREE AND DOESN'T COST MONEY (HITTING LOW INCOMES DADS)
VIDEO SCRIPT
1.
Working dad/tired/comes home/sees book on the table/smiles/find kid/reads - 3 year old kid

2.
Argument over money/dad is stressed/cuddles mom/kid comes up and looks at the book on the same table/dad smiles and reads - 7 year old kid

3.
Book can't be found on the same table/dad looks for the kid/finds girl reading Harry Potter on her own - 11 year old kid

4.
Grown up kid graduates/thanks dad with a big hug/dad in tears

5.
Video slogan comes up/doesn't cost money, just 10 minutes

6.
Campaign slogan comes up at the end My pappy reads plus social media and website details.
MY PAPPY READS EDUCATIONAL PICNIC
"In the persuasion process, it is essential to realize that people will act and behave in a certain way in order to validate compliments. If you present your request in a manner that compliments or builds up your listeners, they will be much more inclined not only to follow through, but to do so eagerly."
"I can live two months on a good compliment "
Mark Twain
#mypappyreads
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
1. COOPERATION WITH THE BIGEST UK CELEBRITIES DADS LIKE JAMIE OLIVER AND DAVID BECKHAM,
"COOK WITH OLIVER", "PLAY WITH BECKHAM" ACTIVITIES

2. PROVIDING EDUCATIONAL BOOKS AND T'SHIRTS FOR ALL DADS WHO COMES WITH THEIR KIDS

3. PROFESSIONAL WORKSHOPS FOR DADS "WHY READING IS SO IMPORTANT?"

4. FROZEN THEME, MAIN HEROS READ FOR KIDS


4. STARTING UP WITH SOCIAL MEDIA CAMPAIGN
WHY CELEBRITIES USE?
WHY DAVID BECKHAM AND JAMIE OLIVER ?
SOCIAL MEDIA CAMPAIGN

ON-GOING SCHOOL EVENT
DADS VIA SOCIAL MEDIA CAN SHARE THE VIDEOS PRESENTING PROGRESSION OF THEIR CHILDREN'S READING AND EMBRACING BOUNDS. WE WILL ENCOURAGE DAVID BECKHAM AND JAMIE OLIVER TO MAKE THIS KIND OF VIDEOS FIRST, SO THEN SOCIAL MEDIA CAMPAIGN BECOME IMMEDIATELY POPULAR AND WILL GET A LOT OF LIKES


#mypappyreads
TIMELINE
OUTSIDE THE BOX

PEST
1.
Positive and fresh approach of the campaign to encourage dads and keep them motivated to supports their kid's reading skills

2.
Using celebrities to make the campaign
successful and famous across the UK

3.
Making the Tea time, read time an on-going
thing

4.
Focusing on getting free publicity

IMPORTANCE OF USING SOCIAL MEDIA
BIBLIGRAPHY
TARGETING COMMUNITIES, MOTHERS AND GRANDPARENTS, CONSIDERING THE FACT THEY HAVE A MASSIVE IMPACT ON DADS.
TARGET AUDIENCE
INTERACTIVE WEBSITE FOR DADS
Primary public:

dads - mainly those with children under 11 and particularly those in low income families
www.mypappyreads.com
Mypappyreads.com is an interactive website addressing and targeting dads across the UK. On the website Dads will find workshops, interactive plays and helpful tips to encourage their children to read books together.

Website aim is to get a lot of free publicity and provide helpful tips and ideas for dads.
MY PAPPY READS
1.
SOCIAL MEDIA LIKES
2.
IDEAL FAMILY GUY, AUTHORITY IN MEDIA WORLD AND BOTH ARE KEEN TO HELP THE CHILDREN.
DAVID:
FACEBOOK LIKES: 50,167,230
TWITTER LIKES: 5,382,000
INSTAGRAM LIKES: 303,000
JAMIE:
FACEBOOK LIKES: 3,561,816
TWITTER LIKES: 4,300,000
INSTAGRAM LIKES: 2,700,000
Social media: YouTube, Facebook, Twitter, Instagram
Newspapers: The Sun, Daily Mail, Daily Star, Daily Mirror, Evening Standard, Metro
Magazines: Men's Health, Zoo, Auto Trader
"The Sun is the most popular national daily newspaper with around 3 million sales daily. [...] Other leading titles include the Daily Mail with a circulation of 2.2 million, the Daily Mirror at 1.45 million and the Daily Star at 0.75 million.
"

"Technology is providing a new arsenal of tactics for communicators [...] Information now travels at an incredible speed and more citizens, countries, and cultures are connecting over new social media forums."
"International football legend David Beckham has supported Unicef since 2005, when he became a Goodwill Ambassador with a special focus on our sport for development work for children."
"Jamie Oliver's Kitchen Garden Project empowers primary school teachers to integrate growing and cooking into the school day."
"The use of celebrities is a common practice for not-for-profits. Some Third Sector organizations even employ celebrity managers to nurture relationships with celebrities"
"Whatever the motivation, the benefits of having strong links with a high-profile celebrity are manifold. As well as raising awareness of an organization’s specific campaign or general profile through media coverage, a celebrity can attract new audiences including other celebrities who may be keen to align themselves with both the organization and their fellow celebrity.
When at its most positive, the relationship with a celebrity can contribute to the repositioning of an organization and a step-change in public perceptions. As celebrities are often perceived as opinion-formers, their ability to mobilize public opinion, directly and indirectly reach a mass audience and sometimes speak from personal experience, are strong incentives for not-for-profits."
"Consumers of products and services are heavily influenced in the purchase decisions by celebrity endorsement. It affects the bottom line for a brand or business."
-Campaign targets dads, what's about the kids who have just mothers?
-Government might not give as much support as expected?
-Dads might have to work in the afternoons, what's with the tea time, read time?
PRESS RELEASE
.

"For our poorest children, reading well is their best route out of poverty: they do better at school, better in the workplace and are better placed to give their own children the best start in life."
Save the children
- In the first case mothers can also participate in campaign.
- Cooperation with government shouldn't be a problem, because that's good investment in British education
- They can do instead morning tea time
Cambié, A.,Yang-May, O. (2009) International Communications Strategy: Developments in Cross-Cultural Communications, PR and Social Media, London and Philadelphia : Kogan Page .
Hackley, C. (2010) Advertising & Promotion An Integrated Marketing Communications Approach , London: SAGE Publications Ltd.
McGraw-Hill () The rule of Esteem--How praise releases energy, Available at: http://westsidetoastmasters.com/resources/laws_persuasion/chap12.html (Accessed: 20th April).
Oliver, J. () OUR PROGRAMMES, Available at: http://www.jamieoliverfoodfoundation.org.uk (Accessed: 20th April).
Reading agency () Reading facts, Available at: http://readingagency.org.uk/news/reading-facts003/ (Accessed: 20th April).
Save the children () About us, Available at: http://www.savethechildren.org.uk (Accessed: 20th April).
Tench, R., Yeomans (2009) Exploring Public Relations, London: Pearson education.
Tench, R., Yeomans (2009) Exploring Public Relations, London: Pearson education.
Theaker, A. (2011) The Public Relations Handbook, London: M.U.A..
Unicef () DAVID BECKHAM OBE, GOODWILL AMBASSADOR, Available at: http://www.unicef.org.uk/UNICEFs-Work/Our-supporters/Celebrities/David-Beckham/ (Accessed: 20th April).
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