Awkward Subtitile - Socio Camp 2013 - Semifinal

Awkward Subtitlepresented by

the

objecti

ve

ensuring proper safety measures in all buildings

OBJECTIVE PROBLEM ROOT CAUSE

the

proble

mOBJECTIVE ROOT CAUSEPROBLEM

not enough fear

the root

cause

lack of information

OBJECTIVE PROBLEM ROOT CAUSE

targetanalysis

DEVELOPERS

350 companies

THE COMMON MASS

BUILDING OWNERS

20 lac

Age40-70

Age25-65

segment

ation

scen

ario

anal

ysis

total no. of buildings in Bangladesh

more than 2.5 crore

built by DEVELOPERS

12,0000

SAFEabout

40,000

UNSAFE

about 60,000

built by

OWNERS

more than 2 crore

SAFEless than

20,000

UNSAFE

about 2 crore

total no. of buildings in Bangladesh

more than 2.5 crore

built on

SOLID LAND

90,00,000

built on

WATERBODYmore than 1.5 crore

people die from BUILDING ACCIDENTS every year

people properly know about BUILDING SAFETY MEASURES1500000

12,000

what are the

safety

measures

SAFELY BUILT

EMERGENCY STAIRS

FIRE EXIT

FIRE EXTINGUISHERS

SMOKE ALARM

stature within foundation limits

proper balancing of weight

EMERGENCY POWER SUPPLY

target

insight

why aren’t people

concerned?

lack of necessary information

the

ANSWER

mass awareness through the campaign

affordability

lack of options

can’t influence the landlords

landlords want to save money

FEA

R

PESTEL ANALYSIS

TECHNOLOGICAL ENVIRONMENTAL LEGAL

POLITICAL ECONOMICAL SOCIAL

  efforts thwarted by bureaucratic system

  insincere approach to inspection

  usual malpractices of regulatory organizations

  no punishment for accidents



  save money by compromising with building material

  most designs are by diploma engineers

  cannot afford minimum safety measurement



  lack of awareness

  safety measures are not the first priority

  lives of laborers are undervalued



  old buildings are technically more flawed

  technological support is rare



  compelled to construct high-rise building on soft soils

  excessive construction is propagating further imbalance



  No insurance policy for the workers

  small compensation, forced settlement

  exploiting the ignorance of common people

thecampaign

themeFEAR

taglin

e

whythis logo and tagline

it rhymesis in Bengaliis easy to rememberhas a catchy tongue twisting touch

to be conveyed in the campaign

‖ the necessity of safety

‖ the process of safety

‖ the fact that it is not expensive

to the DEVELOPERS to the BUILDING OWNERS to the COMMON MASS

compete for SAFETY, not PRICE

you have a RIGHTto be safe

a lot MORE than just your money is

at stake

crea

ting

the

buzz

Grand

building

safety fair

launching the campaign at the

thefai

r

promoting

 location

 TVC

 roadshow

 newspaper ads

 radio commercials

 social media

 leaflets

why will people

come to the fair

 concert of NEMESIS and WARFAZE

 laser show

 fire dancing

at the

event

what will be there

introducing

the ambassadorgiveaway

shirts and

hoodieswith the campaign name and logo

why  everyone knows him

  everyone loves him

  not yet used by any campaign

unlike SHAKIB, TAMIM or JALIL

  T-shirt is too mainstream

  shirts and hoodies will draw attention

  hoodie, because it’s winter

  people actually need a hoodie

why the guidebook

giveaway

continui

ng the

journey

holding on to the buzz

 TVC

 radio commercials

 billboards

 newspaper ads

 roadshow

 social media

 leaflets

 posters and banners

messages the hotlines

 is your home safely built?

 fire and earthquake drills

 fear

campai

gn

slogan

sthere is more

social media

using the

facebookpage

 updates of accidents

 statistics of accidents

 safety information

a hotline

 any query

 any complaint

 if they want their building BUET tested

sloga

n

slum

dwelle

rs

reaching the

their problems are different

so are the solutions

daylong campaigns

held zonally

thebig idea

a building safety index


WHAT WHY HOW

 a safety rating of buildings

 on a total score of 10


WHAT WHY HOW

 why necessary

 what it will do


WHAT WHY HOW

 existing data from RAJUK

 BUET test

prom

otingthe big idea

 TVC

 Radio Commercials

 Newspaper ads

 Leaflets

 Posters and Banners

the facebook page will help

building safety

week held zonally

 free BUET test for those who want

 shirt and hoodie distribution

 fire and earthquake drill

positive reinforcement

owner

of the

month

develop

er of the

year

online and onscreen

nirbho

y.com

the website

  the entire database of

  FAQs about safety

  queries and answers

  promote the facebook page

the app

  access to the database of

  FAQs about safety

why onlynew ideas?

ha

ve

solutions we already

promote them!

the fire brigade hotline

9555555

leaflets

posters and banners

commercials

sloga

n

partnerships

problems we may face

auth

orityissue

answeraffiliation with RAJUK

manp

ower

lack of

answer1°initiative

child

renuntapped target group

answeressay competition

school drills

inclusion in the curriculum

summingup

2014 Jan Feb Mar Apr May Jun July Aug Sept Oct Nov De

c

Posters and Banners

Newspaper Ads

Website

Essay Writing

Contest

TVC

Safety Drill

Radio Commercials

Celebrity Talk

Road Show

me

dia

pla

me

dia

pla

2015 Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec

Posters

Newspaper

Ads

Website

Essay Writing

Contest

TVC

Safety Drill

Radio

Commercials

Celebrity Talk

Road Show

thefinancials

Area Expense (BDT)

Billboard 6000000

Newspaper Ads 6000000

Poster and Banner 500000

The Guidebook 8000000

TVC 6200000

Website Development and Maintenance 65000

Essay Writing Competition (Promotion and Execution) 50000

School Drills 1000000

Brand Ambassador 600000

Roadshow 1200000

Slum Campaigns 17500000

Facebook page (Maintenance and Ads) 1000000

Developer of the year (Prize money) 20000000

Building Safety Week 25000000

Leaflets 1000000

Hotline 500000

Shirts and Hoodies 1000000

The Opening Building Safety Fair 2000000

60000005898000

500000

8000000

6200000

65000

50000

1000000

600000

1200000

17500000

1000000

20000000

25000000

1000000500000

10000002000000

Expense Allocation

Billboard Newspaper Ads

Poster and Banner The Guidebook

TVC Website Development and Maintenance

Essay Writing Competition (Promotion and Execution) School Drills

Brand Ambassador Roadshow

Slum Campaigns Facebook page (Maintenance and Ads)

Developer of the year (Prize money) Building Safety Week

Leaflets Hotline

Shirts and Hoodies The Opening Building Safety Fair

total

budget

BDT

9,75,13,300

thank youfor your time

Awkward Subtitile - Socio Camp 2013 - Semifinal

Health & Medicine