WHAT IS TO WRITE LOVE ON HER ARMS
To Write Love on Her Arms is a non-profit organization dedicated to presenting hope and finding help for people struggling with depression, addiction, selfinjury and suicide.
J A M I E T W O R K O W S K I
Founded in Spring of 2006 in Florida Inspired by Renee Yohe: struggling with addiction, depression and self injury Began making t-shirts to fund treatment costs Grew and gained outside attention non-profit it is today
social media and online community involvement Strong
presence in alternative music community Intimacy
of small size of the nonprofit
brand awareness No
marketing or advertising to general public No
physical manifestation of organization
of digital culture New
movements focusing on hope and encouragement
T H R E A T Competition
from similar non-profits Recession
influencing donations Lack
of audience of mainstream organizations
S W O T
A N A L Y S I S
I N D U S T R Y
A N A LY S I S
Non-profit industry is expanding Economic recession = less money Organizations find new ways to get attention Use of Web-based media and celebrities
A N A LY S I S
Music Saves Lives
Suicide Prevention Action Network USA
I Am Second
- Apathetic - Few knew the organization - A holiday - A band?
5 people 10 questions
CONSUMER RESEARCH - Awareness - Social media marketing - Print & broadcast media - Positivity & hope
Suicide is the third leading cause of death among 15-24 year olds.
For youth aged 10-14, the suicide rate has doubled in the last two decades.
2 out of 3 of those suffering with depression do not seek treatment.
TARGET MARKET is 14-21 year old males/females EXPAND to 12-25 year old males/ females PRIMARY AUDIENCE: People who are actively struggling with depression, self-injury habit and substance addiction.
SECONDARY AUDIENCE: People who are highly susceptible to depressionrelated issues due to their home or school situation.
Raise awareness about depression and TWLOHA Link emotional benefits associated with TWLOHA Hope, seeking help, and belonging in a community
O B J E C T I V E S
POSITIONING: To males and females ages 12-25 struggling with DEPRESSION, ADDICTION, SELF-INJURY and SUICIDAL tendencies, To Write Love On Her Arms is a non-profit movement with a DEDICATED COMMUNITY focused on providing treatment and recovery through ENCOURAGEMENT, HOPE and MEANINGFUL RELATIONSHIPS.
VALUE PROPOSITION: BELIEVE IN HOPE. BELIEVE IN YOURSELF.
C R E AT I V E C O N C E P T Print
Ad Internet Presence Viral Videos Out-of-home Advertisements Commercial
W E B S I T E B A N N E R S
L O H A D NOVEMBER 13
V I R A L
V I D E O BROOKE
OUT OF HOME ADVERTISING
U.S. venues (showcase smaller/intimate concerts) Introduce
concertgoers to the brand in an intimate setting Venues
will display advertisements from TWLOHA’s campaign during their shows Exposure
to fans of different kinds of music while staying in a familiar setting
NEW OUTLETS FOR TSHIRTS INSPIRED STYLES:
Partnership with artists to design a new line of shirts Cross promote to benefits both parties
currently found online and Hot Topic stores Feature
shirts at new retailers such as: H&M, Nordstrom, Macy's, and House of Blues Stores.
C O M M E R C I A L
PRINT Seventeen AP Magazines Alan Teen Vogue
Emily Brooke Theresa
ONLINE BANNERS Google
TWLOHA day (Nov. 13)
MTV.com Seventeen. com teenvogue. com CW.com tumblr.com
Video1 Video 2 Video 3 (Theresa) (Mitch) (Alan) short commercial
Video 4 (Brooke) Video 3
Video 5 (Emily) short commercial
Video 6 (Rachel) Video 5
BROADCAST COMMERCIALS MTV VH1 ABC Family ABC FOX CW
Bi-monthly Bi-monthly Bi-monthly Bi-monthly Bi-monthly Bi-monthly
NETWORKS MTV VH1 ABC Family ABC FOX CW
3-5 PM 7-9PM
3-5PM 3-5PM 3-5PM 3-5PM
3-5PM 3-5PM 3-5PM