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
TECHNOLOGICAL ENVIRONMENTAL LEGAL
POLITICAL ECONOMICAL SOCIAL
save money by compromising with building material
most designs are by diploma engineers
cannot afford minimum safety measurement
TECHNOLOGICAL ENVIRONMENTAL LEGAL
POLITICAL ECONOMICAL SOCIAL
lack of awareness
safety measures are not the first priority
lives of laborers are undervalued
TECHNOLOGICAL ENVIRONMENTAL LEGAL
POLITICAL ECONOMICAL SOCIAL
old buildings are technically more flawed
technological support is rare
TECHNOLOGICAL ENVIRONMENTAL LEGAL
POLITICAL ECONOMICAL SOCIAL
compelled to construct high-rise building on soft soils
excessive construction is propagating further imbalance
TECHNOLOGICAL ENVIRONMENTAL LEGAL
POLITICAL ECONOMICAL SOCIAL
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
a building safety index
WHAT WHY HOW
a safety rating of buildings
on a total score of 10
a building safety index
WHAT WHY HOW
why necessary
what it will do
a building safety index
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