DOMINICAN REPUBLIC Jennifer Terrero Victoria Feliz.
-
Upload
stanley-gallagher -
Category
Documents
-
view
222 -
download
1
Transcript of DOMINICAN REPUBLIC Jennifer Terrero Victoria Feliz.
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.