3M Cleaner Water Campaign Daniel Abel Vince Chiun Nien
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3M Cleaner Water Campaign
DanielAbelVince
Chiun Nien
Target Audience
Primary O New families (Mothers, Caretakers)O Generation X
SecondaryO Neighbours, Health workers
TertiaryO Decision-makers, collaborators, funders
Insight
O The first generation of “latchkey” kids
O Generation born after the Western Post-World War 2 baby boom quoted from wikipedia.org
O High level of skepticism quoted by Bruce Mayhew Consulting
O The best educated generation with 29% obtaining a bachelor’s degree or higher (6% higher than the previous cohort)
World Issue
Worldwide, infectious diseases such as waterborne diseases are the number one killer of children under five years old. More people die from unsafe water annually than from all forms of violence, including war. (WHO 2002)
World Issue
More than 2.6 billion people do not have basic sanitation, and more than one billion people still use unsafe sources of drinking water, warns a report released today by the World Health Organization (WHO) and UNICEF.
Integrated Marketing Campaign
O Creating an awareness that would be educational to the public
O Making a change to the way people see and treat clean water
O A friendly character ( to give a single and clear identity to the campaign )
Integrated Marketing Campaign
O Print AdO Social media i.e. Twitter, FacebookO A video ( hoping it would go viral )O Media Launch
Slogan
The Battle For Clean Water Starts
At Home
Character
Media Launch Option - 1
Media Launch Option - 2
Media Launch Option - 3
O We will be placing this photo booths around our event place.
O There will be photo galleries inside for people to see different living conditions of people around the world with unclean water.
O They can also place their donation money into the machine and it will be channeled to the place that they chose.
O This gigantic hour glass with water in it will be placed at our event 1 month before the event starts.
O As the last drop enters the bottom chamber, the curtains will be unveiled revealing our flash mob to kick start the event.
O We will also be placing this type of water dispensers around KL city before and after our media launch to collect constant donations for the people in need of clean water.
Social Media
Website
Timeline
Print Ads
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