Leo Burnett Tie Presentation19.11.07(2)
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TIE Placement October 2007
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Chris spent a month in the North East of Brazil, working to develop a new communications campaign for an HIV/Aids NGO called Gestos, with their host agency Mart Pet. The brief from Gestos was to: ‘Create a communications plan for the launch of their 15th anniversary in 2008’, as well as to come up with ideas on how Gestos will get the funds to create and run it. Chris found the placement challenging, daunting at times, but overall extremely rewarding. He discovered more about the world of development, learned how to approach communications for HIV/Aids, stretched himself from a professional and personal point of view and created some fantastic work for the organisation.
Transcript of Leo Burnett Tie Presentation19.11.07(2)
TIE Placement October 2007
H
W
295 Dragao do Mar
Philippa & Rachael
Alessandra
Marcelo
TIE Objective
1. Create a communications plan for the launch of the 15th anniversary of Gestos in 2008.
2. Come up with ways to get funding for it
But things changed when I started talking to people…
What do the people of Pernambuco think about those living with AIDS?
Cazuza
Cazuza
But why is discrimination significant in relation to AIDS?
“Early Detection. Early Response”Dr Larry Brilliant
Challenge
Get: The People of Pernambuco
To: Rethink the way they discriminate against people living with AIDS
By: Confronting their prejudices
Proposition:Give your respect to
people living with AIDS
A cultural insight
There are lots of people asking for money….
Selling sweets, busking, begging, performing, cleaning car windows
People think they have to give money to help
The Creative Idea
Your respect is the most valuable thing you can give to
people living with AIDS
Considerations for the work
Tonality
Points of Tension
Production Costs
Scalable
Rights Based Approach
The Creative
“I’m living with AIDS…
But I don’t want your money…
…I just want you to show you care”
Super: “Embrace the fight and the people who live with AIDS”
People who live with AIDS don’t want your charity. They only want you to show you care.
For someone who lives with AIDS, the most valuable thing you can give is your support.
‘Jobs are hard to find, so I’m selling sweets for 1R$. Thank you for your time and help.’
Take these sweets and don’t leave money. People who live with AIDS only want your
respect.
I’m living with AIDS. Give your money to others.
I only want your respect.
Donate your money to other causes. For people who live with AIDS,
the most valuable thing you can give is your support.
Part 2
Raising funds
“Life shrinks or expands depending on one’s courage”
Anais Nin
