Public Relations Campaign

Girls ICT�

As part of du’s seasonal campaign, we were assigned to work on the “Girls in ICT day” initiative. This initiative, which is celebrated worldwide on the 4th Thursday in April, aims to empower and encourage women to take roles in the field of ICT.

Brief

Research Sufficient research within the past 15 to 20 years has shown that the role and presence of females in IT sectors worldwide is generally scarce.

Many factors prevent women world-wide from joining ICT field. These include: wrong perception of ICT and what it covers, socio-cultural factors, concerns over male dominance in the field and others as well.

Conducted a focus groups with Zayed university female students.

Main finding: Girls perceive ICT as boring and uninteresting.

Focus Group

Strengths: Weaknesses:

•  Women are in many cases recognized as harder working than men.

•  Women today are willing to participate in new things.

•  International, government and private sectors support women to work in the IT field.

•  Presence of important female role models in ICT.

•  Lack of community knowledge about the IT career opportunities.

•  The stereotypes of the job and how it’s designed for men.

•  Wrong ICT perception is formed within females form a young age

Opportunities: Threats:

•  It will change the states of women in society.•  Educating women about IT as a field of study and

career.•  Young women are willing to take risk and try new

things•  UAE community is open to changes and is likely

to accept females as leaders in IT field.

•  Socio-cultural factors and family pressure to prevent females form choosing IT.

•  The already present gender gap.•  Other majors and specializations are portrayed as

more fun and creative.

S W O T Analysis

Target Audience •  Primary: Emirati Females

(concentrating on young females aging between 15-25)

•  Secondary: Emirati females younger than 15 years old.

Objective •  Forming a generation of Emirati

females who are willing to participate in ICT, by changing their perceptions and portraying ICT as an interesting field.

Objective

•  Reaching at least 60% of our target audience within the next 6 months, with 5,000 Retweets on Twitter and Reposts 5,000 on Instagram.

Core message

ICT covers a wide range of fields that you, as an Emirati female, would love to participate in and enjoy.

Big idea

I See Trend

Strategy ICT fair (includes activities that show women how ICT

covers fields of their interests, and how they can combine their passion with ICT).

ICT Fair Venue: ADNECDate: 28 April 2016

Goal: Educate Emirati females on how ICT covers fields of their interests, and how they can combine their passion with ICT

Invitations: sent to various schools and universities (thorough campus announcements)

Food Services: ADNEC catering services

Target audience: Primary; Emirati Females (concentrating on young females aging between 15-25) and Secondary; Emirati females younger than 15 years old.

Activities and elements in the fair: Provided by sponsors such us IT institute and electronic retailors.

Extra organizers: student volunteers.

Social Media Campaign

Social Media Campaign

•  Create a Hashtag #ICT_ISeeTrend

•  Date: Mid February and last till the end of April.

•  To engage our audience through social media, we will distribute #ICT_ISeeTrend cardboards to opinion leaders sponsored by du, and ask them to post pictures that show how ICT is a daily trend. By doing so, we hope to attract a wide range of people including our target audience to reach the objective.

•  Outlets: Youtube (To post the video), Instagram and Twitter

(mainly to spread ICT_ISeeTrend Hashtag, engage the audience as mentioned in the previous point and post the video as well).

•  ICT - I See Trend. (by using this we are hoping that Emirati women can see that ICT can be a trend and popular amongst them, as well as seeing the opportunities it holds for them.

Hashtag

Social media:•  Creating Hashtag

#ICT_ISee Trend

•  Posting our video on Youtube, Instagram, Facebook and Twitter.

Tactics

Flyers

Tactics

Flyers

•  Includes explanation of ICT_ISeeTrend idea, fields that ICT covers, and our social media outlet

•  Will be distributed in the ICT fair as well as posted on social media.

ICT Spring camps that includes fun and various workshops, to educate on what ICT education covers and includes. (Specifically for our secondary target)

ICT Spring Camps

Venue: Schools in Abu Dhabi

Date: March 27th – April 7th

Target audience: Students under age of 15

Activities: Various workshops that educate the target audience on the fields that ICT covers, to trigger their interest and change their perception of it as being a boring field.

•  Women will be asked about what they think “trend” means. Depending on their answer, the video will move on to show how ICT fits in with their definition of trend. By doing so, we aim to make them understand how ICT covers topics of their interest and passion and can lead to forming the new trends among females.

Our Video

Storyboard

Student Name University - Major

Student Name University - Major

Student Name University - Major

Student Name University - Major

4 university students were

gathered to answer couple of questions

What does trend mean to you?

Dura%on:  4.0s   Dura%on:  *Depends*  First  Student  

Dura%on:  4.0s  

Dura%on:  *Depends*  Third  Student  

Dura%on:  *Depends*  Fourth  Students  

Dura%on:  *Depends*  Second  Student  

Dura%on:  *Depends*  *student  Replying    

Dura%on:  *Depends*  *Student  Replying*  

Dura%on:  *Depends*  *Student  Replying*    

Dura%on:  *Depends*  *Student  Replying*    

What do you think is the latest trend?

Dura%on:  4.0s  

*Explaining the latest trend*

Dura%on:  *Depends*    

Dura%on:  *Depends*  *Student  Reac%on*    

Dura%on:  *Depends*  *Student  Reac%on*    

Dura%on:  *Depends*  *Student  Reac%on*    

Dura%on:  *Depends*  *Student  Reac%on*    

Dura%on:  6.0s  

*LOGO*

Video•  Place: Du, Zayed University.•  Interviewees: Four ZU students

with different majors other than IT.

•  Time: somewhere between morning and afternoon.

•  The video will be shared through social media (Twitter, YouTube), advertise the video in instagram .

•  Soundtrack: Spring in my step (no copy rights).

Press ReleasesReleased on various dates to announce upcoming actives such as ICT fair and ICT spring camp; remind our audience of our campaign processes.

Tactics

Time Table

Girls in ICT Time TableWeek  of   Jan.  31st  Feb.  7th   Feb.  

14th  Feb.  21st  

Feb.  28th   Mar.  6th   Mar.  

13th  Mar.  20th  

Mar.  27th   April  3th   April  

10th  April  17th  

April  24th   May  1st  

Implemen,ng  tac,cs                                                          

Pitch  week                                                          

Social  Media  Campaign                                                          

Crea%ng  accounts                                                            

Contac%ng  social  media  influencers                                                          

Spreading  #ICT_ISeeTrend                                                            

pos%ng  our  video                                                          

ICT  Spring  Camp                                                          

Choosing  venue  and  organzing  event                                                          

Press  release  announcing  ICT  spring  camp  

                                                       

Event  period                                                          

ICT  Fair                                                            

Contac%ng  possible  sponsors                                                          

Choosing  venue  and  organizing                                                          

Press  release  announcing  ICT  fair                                                          

Week  of  the  event                                                          

Press  release  on  ICT  fair  outcomes                                                          

Budget Research((((((((((((((((((((((((((((((((No(Cost(Student' research' on' the' topic' using' the'web'and'Zayed'University'databases''

Videography(((((((((((((((((((((((((No(Cost(Equipment:' using' du' lab/' equipment' or'using'our'own'cameras.'(Publicity((((((((((((((((((((((((((((((((((No(Cost(• Writing' Press' releases' and'distribution.'

• Aid'of'social'media'influencers.''

ICT(Fair((((((((((((((((((((((((((350,000(Dhs(• Venue'fee:'300,000'Dhs.'• Organizing'and'Catering:'50,000'Dhs.'• Activities' and' equipment:' possibly'provided'sponsors.'

'

ICT(Spring(Camps(((20,000Dhs(• Venue'fee:'No'fee'• Invitation:'Via'email;'no'fee'• Activities'and'workshop:'using'help'of'possible''• Sponsors;'extra'emergency'fee:'20,000'Dhs'

'

Paid(Media:(Flyers(((((((500Dhs(• Design:'No'fee'• Printing:'500'Dhs'

(((

Total(Cost:(370,500(Dhs(

(

Thank You