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Up A Tree - Strat Review

Strategic breakdown of our campaign

James Grobler

on 13 September 2012

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Transcript of Up A Tree - Strat Review

90% of child rape is perpetrated by someone the victim knows. Research Approach Secondary Research Main Findings “Give me a kid who knows nothing about sex,
and you’ve given me my next victim.” Social pressure within cultures A lack of self respect and respect towards
women has been prominent regarding the
South African youth. Schools are educating children about rape and sex,
but the message doesn't resonate. Due to the mythical perceptions that society have towards the rape victim’s behaviour, the victim feels a sense of personal guilt relating their behaviour to the cause of the rape. How can we increase sexual education from foundation phase to adulthood so that it resonates within personal living environments? How can we identify and define the appropriate target profiles so that they are exposed to and consume the correct information about child rape? How can we create compelling and alternative messages to encourage self respect which could result in the respect of others? Objectives Schools Youth Primary Research Anti rape campaigns are not specifically aimed at the correct audience, which decreases the impact of the message. The CHALLENGE is... To propose a solution aimed at combating rape against children in South Africa by changing social behaviour. Key Issues Our Positioning The Three Pillars Project are the youth mentors that build respect for oneself and one another empowering children ages 9-13, in order to combat child rape in South Africa. To express the extent of this issue... Approximately 10 children may have been raped during this presentation... A girl born in South Africa has a higher chance of being raped than finishing Secondary school. Approximately one child is raped every three minutes. Statistics Stakeholders
continued... Interviews
Surveys Let's make that change. 2. To shift the current perception of male dominance and masculinity from a demeaning to a more respecting way within 50% of the male target market in Cape Town, by the end of November 2013. 1. To reach 70% of the primary target audience within Cape Town to enforce the correct understanding of rape and respect by the end of November 2013. Online articles & documents
Current campaign research
Forums Target Audience Our Proposal Three Pillars Project Sponsors Partners Message You have the power to make the change Executions Myth The child victim comes mainly from families in lower socioeconomic levels. Fact Income and social statuses are not related to sexual abuse. Myth Children are molested on playgrounds and outdoor places away from home. Fact Children are more at risk in the in their homes and in the homes of their friends. Myth A child is in greatest danger from a total stranger. Fact Children are mostly raped by someone that they know. For example; a neighbour, a relative or family acquaintances. Myth Raping a child, a virgin, can cure HIV/AIDS. Fact ... Concept Be the hero of your own story Phase 1 Phase 2 Phase 3 Phase 4 Mentoring & educational programme matlaabana.co.za 3. To attract sponsors and partners to fund and support the approach fully by the end of November 2012. Tagline Upholding the power of you Children building kites Youth Mentors Role Models Community center & shelters Cape Town Phase 1 Phase 2 Phase 3 Phase 4
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