2 Strategy Summary – WELA Target Audience: Government, Corporate Bodies, The Well-offs, & The Victims Budget Split Challenge: Create awareness of Government laws against illegal practices against women; Activities of WELA; and to raise a sum of N200,000,000 in 1 Yr The Idea: Amplify the yearning of the Nigerian woman WELA Profile: To: • Contribute to the empowerment of women in Nigeria • Promote women’s huma n right through lobbying, advocacy, provision of legal aid, training, among other strategies Insight: • Majority of marginalized and disadvantaged Nigerian women do not: • Know that all statutes, customary laws, and practices which support discrimination against women are illegal and are punishable under Nigerian Law • Take advantage of the above to fight for their course Objectives: • Create a media campaign that demonstrates importance of regular donations • Convince donors that their regular donations to WELA would help WELE continue their work Create ways to amplify the yearning of the Nigerian Woman Medium Amount (£) Television 10,000 Online 6,250 Radio 2,500 Activation 6,250 Total 25,000 Symposium: • Leverage on Barter from motivational speakers in exchange for support recognition • Put up WELA t-shirt for premium auction • Recruit ambassadors • Visit recreational clubs where our target audience (well offs) are more receptive to our cause Campaign Execution Emerging Media: • Upload videos of positive response form people who have been recruited as ambassadors on www.welaonline.org • Put up videos of positive response from activations done • Put up testimonial videos of past victims Television: • Buy spots into News Hour • Put up 5minute documentary (e.g. positive response of well- offs to WELA’s course; testimonials from past victims about positive impact of WELA in their lives etc) • WELA logo flash and web scroll on screen Media Mix: Activation