DOMINICAN REPUBLICJennifer Terrero

Victoria Feliz

Do you believe in a Brilliant Future waiting for all of us?

JOSE, 2 YEARS OLDLAST MEAL: 2 DAYS AGO

MARIA, 5 YEARS OLDLAST MEAL: UNKNOWN

PEDRO, 4 YEARS OLDLAST MEAL: NO OFTEN ENOUGH

THE PROBLEM

HOW ABOUT NOW… DO YOU GET IT?

16% extreme poverty

21% destitution

+100,000 children chronic malnutrition

In Dominican Republic…THE FACTS

Most of them, ask for money at streets and suffer child abuse to early age.

Together we can end hunger...

THE CAUSE

1. Reduce hunger level in Dominican Republic.

2. Generate attention around the issue.

3. Enhance Quala’s social responsibility profile.

‘’GIVE HOPE, GIVE SOUP…’’KEY MESSAGE:

1 soup purchased

100% nutritive soupProvide a balanced dietReplace one meal a day

1 soup donated 1 less hungry

child

Dominican mothers over 20, who understand that good nutrition make a healthy child.

• Primary target: married, well educated, upper income.

• Secondary target: our brand target, local-popular consumers.

Mothers see their own children in every child. Providing your child the best nutrition is a tremendous satisfaction. When a mother sees a malnourished child that evokes her deepest maternal instinct.

TARGET AUDIENCE INSIGHT

OBJECTIVES• Raise

awareness • Spur action

Positive Optimistic

Familiar Trustworthy

TONE OF VOICE

• Print (name, logo, OOH)

• Product placement• Promotion• Mobile apps • Social media platforms• Influencers (high-profile

celebrities, events, restaurants, etc.)

DELIVERABLES KPIS

100,000 soups50 participating companies

5,000 app downloads1,000,000 tweets/likes

Budget: US$ 500,000.00

‘’GIVE HOPE, GIVE SOUP…’’

‘’Changing the world, dear Sancho, is not foolishness

or utopia, but justice’’

Miguel de Cervantes

Let us help children have a brighter future.