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1. The objectivePrimary:Persuade at least 500 individual donors to give a minimum 1 000 CZeach, either by joining the TI club or by donating a one-off giftIncreasing…
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  • 1. The objectivePrimary:Persuade at least 500 individual donors to give a minimum 1 000 CZeach, either by joining the TI club or by donating a one-off giftIncreasing awarenessSecondary:Obtain volunteers to participate on TI projects
  • 2. InsightCorruption is percepted astoo common thingEverybody speaks aboutmedialized corruption affairsbut there are more smallerones – in our neighborhood95 % of population do notlike corruption, bud does notfeel the strength to change itCorruption influences oureveryday life and standard oflivingBig IdeaFighting against corruption is not a privilege.It is a matter of all of us.Don‘t just think, change it!
  • 3. Target groupMiddle and higher income bracket with affinity togeneral interest or economy media, living in biggercitiesMessageShow the differences between the real and actualpaid price for public goods.Don‘t just think, change it!ValueInvolvement in fighting with corruption.Using of TI and its know-how as a tool forrealization
  • 4. Communication conceptEmotion awakingPeople involvementGuerillaMarketingDirect connection
  • 5. Price tags placed on general urbaninventory or places, which are connectedwith corruption or briberyLink to Facebook site of TI Czech RepublicEmotion awaking
  • 6. Facebook with profile picture:„Where is the rest of my money?“Sharing of original creative and things, which aresuspected to be a subject of corruption- TI topics- Fans topicsStart a discussion about these affairsDon‘t just think, change it!Join us on: www.transparency.cz/klubTwo ways communication and deepening ofrelationship between TI and theirs fansMedia partnership and PR ArticlesOn-line and printMakes the message more trustworthyand strengthen the brand awarenessCreates more question – discussionsunder articlesPeople involvement
  • 7. More about TI clubWepaidfrom ourtaxes 50 000CZKRealprice5 000 CZKWhereis the rest?Don‘tjustthink –change it!www.transparency.czNetwork of CLVs + 3 CLVs Wi-Fi hot spotsCLVs – tram and bus stops close to corruption affected placesCLVs with Wi-Fi hot spots – highly frequented placesDonor site as first loadedAgain!30 000wasted!Don‘t justthinkChange it!Direct connection
  • 8. Results The main medium arepeople themselvesWe feel more committed andinvolved into corruptionaffairsWe have decided to do itCorruption is not a commonthing!We know how to fight againstcorruptionIncreased awareness and trustworthy of TIGained more than 500 000 CZKRecruited volunteers
  • 9. SummaryFighting against corruption is not privilege.It is a matter of all of us.Don‘t just think, change it!Big IdeaCommunication conceptPrimary:Persuade at least 500 individual donors to give a minimum 1 000CZ each, either by joining the TI club or by donating a one-off giftIncreasing awarenessSecondary:Obtain volunteers to participate on TI projectsThe objectiveEmotion awakingPeople involvementGuerillaMarketingDirect connectionEarnedmedia (FB,discussion,forums)MediaPartnershipPR ArticlesCLVs + CLVswith Wi-Fifree hotspotsSpread of the messageDon‘t just think, change it!by people themselvesIncreased awareness and trustworthy of TIGained more than 500 000 CZKRecruited volunteersResult
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