Funday proposal
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‘Water for AFRICA’ A CSR program
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‘Water for AFRICA’ A CSR program
Sara & LilaMake them your friends for life….
Communicate with the children of UAE
The proposal
Activity rationaleSara and Lila are now being introduced to the children of 40 schools across UAE
40 is not enough, a medium for continuous awareness of the momentum of action need to be established
The children understand the cause; now they need to feel it
Every child should aspire to become Sara
For this Lila has to become a part of every child’s life and routine
A story; which is the story of every child aspiring to become Sara, needs to be conceived and published….
The journey beginsSara & Lila; Friends for Life
Comic strip in Gulf News Funday weekly edition
The vehicle
The beginning
• The beginning of the story will be the same in line with the current CSR campaign
•Coloured illustration of both the characters Sara & Lila
•The first few publications will establish the story line and the underlying CSR activity
As we go
•More characters get added, like; • Sara & Lila’s parents• Siblings• School friends• Teachers• Village elders• Oasis Good Man digging wells
We evolve
•Various competition activities will be created around the comic strip, like;
• What’s the next story, • Decide the next activity, • Introduce new characters, • Sara & Lila fan club, • School/ community activity platform, • What should Sara do next….
Multi activity platformIntegrating into
Multi-activity integrated platform
Sara & LilaFan Club
Games Portal
Social Groups
Sara & Lila social groups Children who participate in Water for Africa campaign and either register online or deposit Oasis water wraps become part of a social group
A special smiley batch is given to each one and get registered as members of Sara & Lila Fan Club
Inter school competition is organized between members of Sara & Lila club e.g. EIS Meadows VS JPS, or Dubai Scholars VS Modern High
A sense of privilege and belonging is established
A continuous activity forum under the auspices of Oasis Water Company becomes a reality with direct brand association
Sara & Lila games portal
Children behavior insight
Brief analysis
Source: YouthBeat
What They Do in Their Free Time
Go on Internet74% / 78%Watch TV
83% / 77%
Media
Non-Media
Solitary Social
Prepare a meal43% / 45%
Read42% / 40%
Paint/Draw28% / 16%
“Hang out” w/friends68% / 73%
Go Shopping41% / 44%
Watch Movie/DVD at Home
64% / 62%
Play Video Games Alone
55% / 41%Play Video
Games w/Others
60% / 44%
Exercise40% / 33%
Listen to Music
67% / 78%Design
Websites4% / 5%
Knit/Sew6% / 4%
Source: YouthBeat
19% 14%
25%21%
41%
6%16%
59%
Tweens Teens
Several times a day
Once a day
3 to 5 days a week
Once a week or less
Online All the Time
Frequency They Go On The Internet
Source: YouthBeat
Some popular portals for kids
Site Ages Launched
BarbieGirls 7 - 12 Apr 2007
Club Penguin 7 - 14 Oct 2005
Imbee 8 - 14 Jun 2006
Neopets 8 + Nov 1999
Nicktropolis 6 - 14 Jan 2007
Runescape Teen + Jan 2001
Stardoll 9 - 17 May 2004
ToonTown 8 - 13 Jun 2003
Webkinz 6 + Apr 2005
Whyville 10 - 15 Mar 1999
Sara & Lila games portalResearch shows that today’s children are –
Concerned Connected Plugged in
Internet and its popularity is a interactive & dynamic communication blessing. In line with Sara and Lila weekly comic strip; simultaneously a games portal can be created
Children, by registering Oasis Water bottle code can generate a login and password.
Games with the theme ‘Water for Africa’ campaign can be played and scores uploaded
Sara & Lila games portalThe games portal will be divided into two parts –
Become a Sara & Lila Fan Help Sara dig wells for Lila
Sara and Lila Fan – Elementary gaming option Upload scores Leave comments Suggest actions Determine the direction of Sara and Lila comic strip story
Help Sara dig wells for Lila Advanced gaming option Player will need to register ‘X’ minimum number of Oasis Water labels to
unlock the next stage Register more labels to unlock higher levels Be a winner and upload your picture and feature in Sara and Lila Hall of
Fame
Thank you
