Initial Idea
For this project, we had an initial idea that we ended up straying from a bit for our final product. Our initial research question was going to inquire about Danish involvement with local charities throughout Copenhagen. We planned to interview Danes on the streets of Copenhagen and see how many local charities they knew of and furthermore, volunteered or donated to. We then planned to create a sort of public service announcement with the main purpose of increasing the awareness and involvement of Danes with local Copenhagen charities and organizations. However, upon further examination and thought, we realized this was an incredibly broad topic that would be difficult to create one, singular campaign for. Thus, as a group, we decided that we needed to narrow down our idea. During our research interviews, we interviewed Hanne Lind, one of the founders of a local Danish organization called Papuakids. We found the charity to be fascinating and inspiring. However, Papuakids faced many difficulties regarding brand awareness and informing the Copenhagen public about the organization as a whole. After hearing about the advertising problems that Papuakids faces, our group decided to narrow our research project down to creating a campaign for Papuakids in order to increase brand awareness amongst Danes in Copenhagen. What is Papuakids? Papuakids is a non-political, nonprofit relief organization based in Copenhagen, Denmark. The organization makes an effort to help the vulnerable children and young people living in the Papua region in Indonesia. Papua is one of Indonesia’s poorest provinces and has the largest number of malaria cases amongst children. Papuakids has been working since 2004 to help the vulnerable children in Papua. In the Papua region, a large percentage of the population lives in poverty and schooling and medical care is too expensive for the majority of Papuans to have access to. As a result, the Papuakids organization focuses on three areas of improvement for the vulnerable children living in Papua. These three areas are basic living conditions, health and education. Papuakids has funded the opening of two orphanages in the Papua region. These two orphanages are continuously supported by the organization today. The orphanages, named Hawaii and Polomo, were opened to provide a safe, healthy place for the Papua children to live. Furthermore, the organization opened a school within the orphanages where the Papua children can receive an education. They provide children with care, safety and schooling. These
orphanages have prevented children from being forced into street life, severe poverty or prostitution. Papuakids aims to both improve the health of children living in Papua and to also provide them with a proper education. The schools that have been opened within the orphanages have allowed a large number of Papuan children to receive an education; children who had never been able to read until attending classes at the orphanage. Another main goal of Papuakids is to decrease cases of disease in children living in the Papua region. These diseases include malaria, HIV and AIDS. Papuakids has financed a malaria program in the two orphanages for the children living in Papua. This program tests children for malaria so they can be immediately treated before the infection is passed on to other children in the region. In 2008, Papuakids started a health clinic at the Hawaii orphanage in Papua. The health clinic allows children and young people to have health checks and access to free malaria medicine. It also provides the Papuan children with vitamins to keep them healthy and to avoid them contracting any further diseases. The health clinic has ensured that fewer amounts of children die of tuberculosis and malaria each year. Furthermore, the Papua region faces the issue of not having enough qualified doctors in the area. Papuakids has made it their mission to provide training to medical professionals in Papua so they are capable to treat diseases and take part in preventative care as well. Because of Papuakids, over forty doctors in the Papuan region have been trained. The Papuakids organization offers a few ways for Danes to get involved in the charity and help support the children of Papua. One can either choose to become a member of the Papuakids association or can decide to become a contributor. A member of the organization would have a more hands on experience with the organization and could even go on mission trips to the Papua region if they so desired. However, another way to get involved is through donation, which is what the majority of Papuakids contributors do. Because Papuakids is a smaller Danish run organization they are more trustworthy. They operate solely off of donations and volunteers. All of the money that goes to Papuakids is delegated directly to Papua since no one working for the organization receives a salary. Danes can be assured the money is being well spent in the Papua region. Donations are used to open more orphanages and schools as well as to provide treatment, medication and medical training to the Papua region. Papuakids is currently seeking an increase in the number of donations and volunteers for the organization.
Campaign Strategy: Core Purpose The core mission behind the Papuakids campaign is to raise awareness for the organization. Our goal is to tell the Danish public who Papuakids is and what exactly they do in the Papua region. We also aim to increase involvement for the Papuakids charity. After our interview with Hanne Lind, we decided to focus on expanding the Papuakids message and audience. Hanne had explained that the organization is very small and often has a difficult time reaching out to people. The members of Papuakids often have to use their own money to fund the mission trips to Papua, as the donations are not enough to fully support the charity on its own. Through raising awareness of the organization to the Danish public, it will get a larger amount of people involved with the organization, whether that be volunteering or just donating. It is our hopes that through increasing the advertising efforts of Papuakids, more Danes living in Copenhagen will become knowledgeable and aware of the organization. Once the organization is more well-known with the Copenhagen public, it is sure to bring in both more volunteers and donations. Campaign Strategy: Objectives The main effect we are aiming for with our campaign for Papuakids is to increase both awareness and participation in the organization. We hope to campaign in order to increase both volunteers and donations for the organization. We also hope to spread more awareness of the organization as a whole and gain a wider target audience for Papuakids. We are aiming for our audience to take specific concrete actions regarding Papuakids. These include increasing the amount of people who research the organization in general. We also aim to spread the word of Papuakids so that more Danes are aware of the work that the organization is doing for the children in the Papua region. We want to ensure that the Copenhagen public will know exactly what the organization does, and exactly where their donations will be going. Lastly, we hope to increase the number of volunteers and donors for the organization. We want out audience to be familiar with the organizational values and feel inspired to take action alongside initiatives. It is our hope that with these new advertising efforts, more Danes will, at the very least, look into what the Papuakids organization is and what exactly they do. Overall, our objective is to increase awareness of Papuakids amongst the Danish public and to make them aware of the effect the
organization has on the people of Papua. Our secondary objective is to increase involvement in the organization, whether that be through an increase in volunteers or donations. Target Groups: When considering potential target groups, young millennials seemed like the natural choice. Not only do we understand how many millennials think, but we can easily communicate with them through social media. However, after conducting market research, we ultimately decided to target 30-60-year-old “do-good” women. This description as a “do-good” woman was provided to us by Hanne during our initial interview. She explained that the women in this group are good potential donors since they are well-off and have time and money to give. The women in this category have the internal and external desire to maintain this “do-good” image and as a result, are interested in engaging with charitable work. This information was corroborated when we conducted our own research. When considering whether to broaden Papuakids’ target group, we looked into men’s donation habits. However, according to the Women’s Philanthropy Institute at the Indiana University, women tend to donate to charities more than men (Mesch). With this new information in mind, it was decided that the campaign resources would be best spent appealing to a female audience. In terms of the age group, two published studies back up Hanne’s claim that the best audience is aged 30-60. According to Forbes, the most charitable group is comprised of those aged 49-67 (Jacobs). According to our own research, a possible reason for this may be that older adults tend to have more free time which they can spend donating to charities. Additionally, the Guardian reports that people tend to choose charities based on their own interests, rather than the perceived need of the organization (Breeze). Considering that women aged 30-60 are of childbearing age and are often mothers, it is reasonable to assume that a charity dedicated to children’s welfare would be one of interest to them. With this in mind, we will be able to create a well-structured and appealing campaign focused on appealing to 30-60-year-old “do good” women. Messaging: The goal of the campaign is to get people to donate to Papuakids, which means we must create a message that inspires viewers. To achieve this goal, the message must have two
components - trust and camaraderie. As our interview subjects explained, people are wary of donating to charities that are unclear about how its donations are spent. This means it is crucial that messages appear as transparent as possible to establish a sense of trust in the viewer. All communication must connect to Papua’s three key “focus areas” (living conditions, health, and education) and illustrate how donations will positively affect these areas. Camaraderie is just as important as trust when developing the message of the campaign. Hanne explained that Papuakids struggles to raise donations because Danes are more likely to donate to charities that focus on domestic issues. The best way to overcome this barrier is to create a message that connects the Danes to Papua. This will be done through storytelling. As Chris Rose explained in How to Win Campaigns, stories “can move us from right-brain to leftbrain communication, from facts and rationality to emotions and feelings” (pg. 44). Drawing from this knowledge, we will integrate storytelling into our message in order to illustrate how Danes are connected to Papuan Kids. This will ensure that viewers will become connected with the cause, and emotionally attached to the social responsibility. By delivering a clear message that resonates with our target audience and communicating the three “focus areas” of Papuakids, our campaign will persuade viewers to donate. Networks: The fastest and most cost-effective way to reach our target audience is through social media, blogs, and e-newsletters. Facebook is a key channel of distribution due to the high number of users. In Denmark, 75% of people aged 30-60 have an account, which makes Facebook the best method of reaching a large audience, especially when operating under budget restrictions (statista.com). Additionally, there is a large degree of flexibility in terms of how to distribute information through Facebook, which gives us more room to explore creative options. Partnering with bloggers is the second way that we will distribute our message. Blogs offer low cost exposure and can be especially powerful when the bloggers are influential in their community. Utilizing Facebook and blogs to distribute our campaign enables us to infiltrate networks to ensure that our messages spread. As explained in Contextual Distortion, by Priscilla Murphy, “weak ties lead to ‘a common cultural consciousness… in transmitting information and influences on stylistic matters, political judgments, and broad social trends’” (pg. 121). Social
media and blogs consist of huge networks made up of many weak ties. When people share a post from our campaign, that post will be distributed to their entire network of weak ties, which will gain exposure for our organization and attract new donors. The final channel that we will use to distribute our campaign is email. Papuakids currently releases monthly newsletters, so utilizing it for this campaign is a simple way to integrate existing stakeholders into our campaign. The newsletter also offers new donors a way to stay informed about the organization after their initial donation. Stakeholders: Danes The goal of our campaign is to present Papuakids as a charitable organization rooted in their Danish founding. The organization’s purpose, as stated above, is to finance children in one of Indonesia’s poorest provinces. Danes, the primary dormant stakeholders, have strong economic and social influence over the wellbeing of the organization. As discussed in “Stakeholder Management and Communications,” Joep Cornelissen defines this interaction as “doing good” with reputational returns (63). Danes who donate and/or volunteer in response to this campaign will experience a connection to local Danish values while sending money abroad. Hanne Lind, founding board member of Papuakids, said Danes are usually hesitant of sending money abroad with the organization because the results are not tangible. This campaign has been designed to revamp the “local feeling” with more public information and accessibility. Papuakids must be presented as a trustworthy organization in order to benefit from this stakeholder group. Cornelissen highlights the power creating advocates as well as donors in writing “this information of sharing, reciprocity and advocacy lead to direct competitive gains, which are gains that are sustainable because of the strong ties that companies have established with stakeholders” (77). In order to develop these close relationships, we propose a 200kr annual member fee along with volunteer opportunities (non-monetary ideas below) to slowly introduce Danes to the company with potential for further commitment. Stakeholder: Citizens of Papua The citizens of Papua will be the primary internal stakeholders in the strategic plan because they are receiving the financial benefit and result of volunteer time. They are a low power/high interest group directly affected by the success of the organization. In order to
maintain a positive relationship with this group, our plan will account for transparency, accountability and accurate depictions of their day-to-day life in all images used for marketing purposes. We recommend managing this relationship with genuine face-to-face interactions that are not found within international organizations. The people of Papua need to understand the organization’s “small city roots” in order to trust they are working with a genuine group of people and receiving the most out of each donation. Stakeholder Matrix Low Interest High Interest Low Power
Danes
Papua Citizens
High Power
Donors
Papuakids Founders
Low Power/Low Interest: Danes not involved Low Power/High Interest: Papua Citizens receiving donations and benefiting from volunteer time with Papuakids workers. High Power/Low Interest: People who donate time/money to Papuakids. Routine donors and one-time donors included. High Power/Low Interest: Papuakids Founders implementing communications campaign and developing relationships with Papua citizens abroad Activities The activities involved with this campaign will educate Danes on Papuakids while encouraging local philanthropic actions outside of large national charities. We will approach our main target group, Danish middle-aged woman, through social media and educational events working to emphasize the local nature of this unique organization. Events will range from board members hosting informational meetings alongside a clothing drive to a social media campaign challenging the public to place themselves alongside the Papua lifestyle. The overarching theme of each activity will be to create personal connections between Danes volunteering abroad and the men, women and children benefiting from local donations. Activities: Social Media As introduced in Networks, we have selected Facebook as our primary social media platform because it is most used by our 30 to 60-year-old “do-gooder” female target group. In
our creative concept below, we will use visuals and key messaging to link Danish life to citizen experiences in Papua (refer to creative concept below). Chris Rose’s book, How to Win Campaigns, introduces the concept of bridging the gaps between two parties separated by distance and status. Rose wrote “visuals can reach our emotions, bypassing argument. They can reinforce or change views. Research any issue and you tend to find that people’s views often track back to some event, recalled as a picture” (25). We would like to bridge the gap by introducing Danes to other Danes working in an international context but rooted in Danish pride. The various posts will include quotes from volunteers, travel blogs written by workers, and live videos of Papua residents interacting with volunteers and pictures. This social media presence will share who they are, how they operate, and what a membership can do within Papuakids. This portion of our campaign was inspired by the short soundless videos published by The Guardian as low effort productions to engage an audience in the age of scrolling through newsfeeds. Activities: Community Event One of the current weaknesses of Papuakids in the lack of accessible PR events that inform community members of the organization. We believe the number of donations will increase if the public is introduced with a casual commitment outside of donating money. Donating clothes was a common example of charity work during our field research speaking with Danish women within our target age group. It is a low effort service that will associate Danes with Papuakids and bring them into one space to drop off clothes and learn more about the organization. If the event is strategically planned during the changing of seasons and closet clean outs, it will be a low effort, feel-good event without an intimidating commitment. Activities: Challenges The biggest challenge of these activities will be maintaining a consistent flow of monetary donations. For example, Danes could only donate clothes and engage with Facebook posts without seeking further involvement. Though we don’t have much control over the wordof-mouth nature of Papuakids, we must emphasize the low cost of donor membership and provide information sessions conveniently timed for our target group to maintain growth. Additionally, if a patron donates to Papuakids, they will receive a monthly email with updates on
Papua and upcoming service trips of board members. The rationale behind this consistent communication will be to keep the organization relevant in the minds of donors and to emphasize their active hand in the organization. Look & Tone Our Papuakids campaign is designed to develop and promote leadership within the Danish community. The overall tone will empower citizens to take part in an organization with strong Danish values. Based on our meeting with Hanne and the various interviews conducted on the streets, we believe Danes have a strong affiliation to other Danes. All of the various print and multimedia material will be presented in the perspective of a Dane, written/spoken in Danish, and with images of Danish volunteers. The nationalistic tone will lay the building blocks for future donor involvement and a call to action for the close-knit nature of Danish society. When working with a charity that operates abroad, it is important we convey the Danish organization and Danes working internally to assist other people in need outside of country lines. We have selected this tone to comfort potential donors skeptical of sending money out of Denmark. We believe the tone will highlight “familiar” Danish faces and encourage donor participation based on the strong affiliation to domestic roots. The tone of this campaign will be conscious of maintaining a positive relationship with the people of Papua. All language used in print/media will be respectful of the people and their lifestyle and steer away from overemphasized need. The purpose of this campaign isn’t to pity their lifestyle; it is important we differentiate ourselves from dramatic storylines that sell themselves on charity, saving the people and/or survival. Whether or not this is the case, the purpose of Papuakids is to create opportunities and promote aid. Language such as “tools,” “resources,” “building-blocks” and “empowerment” will be appropriate options when discussing the purpose behind Papuakids in the Danish context. We came to this conclusion after speaking with Hanne and learning about her relationship with residents in Papua. The line of communication between the residents and the organization is open while operating on a need basis. If there is a demand for better health facilities, residents contact the Papuakids for the specific request. For this reason, it is important our communications campaign presents a needbased relationship instead of belittling a nation and the people of Papua.
Creative Concept Papuakids mission statement states that they make an effort “...to help vulnerable children and young people in Papua. In a society where a large proportion of the population lives in poverty, and where schooling and medical care are too expensive for many, children and young people are particularly vulnerable.” Our campaign revolves around linking Danes to the children of Papua and creating a bond that is supported by the organization: Papuakids; with the aim to provide donations and volunteers to better their lives. Keywords Care, Safety, and Schooling. These keywords link back to their mission statement and embody the areas that need assistance or change. Through donations, Danes themselves can assist in bettering the health care, security, and education of the children of Papua. Mission for the campaign Through spreading awareness, this campaign is striving to gain more involvement that will ultimately aid in creating a better life for the people of Papua. Papuakids is a smaller and relatively new organization in comparison to the other NGOs that operate in Denmark. Our campaign not only focuses on the need for volunteers, but also for the need of an increase in name recognition. Key message Our creative concepts portray the message that you as a Dane can bring some of the luxuries of Denmark to the people of Papua straight from the comforts of your home. Our promotional materials show that Papua is in need of basic care such as education and health care, and you can play a role in providing that to them. Supporting Message The secondary message is more action-oriented. This is where we will tell the audience that we want them to investigate Papuakids further by going on their website and on their social media pages, as well as either volunteer their time or donate their resources. Core Story/ “Value Proposition” As opposed to larger charities that operate abroad, Papuakids is a trustworthy organization, as it is a Danish run organization that oversees every dollar or donation themselves.
A value proposition of Papuakids is that there is a guarantee that your money or donation will go directly to the children and not to salaries or meaningless expenses to run a large company. Logo and Tagline Papuakids has a preexisting logo that we intend to use in this campaign. Our tagline is: Be Their “ ___� From Denmark. The blank is intended to be filled in with whatever role you wish to play in the lives of the people of Papua. Some examples of this are; friend, doctor, mother, caregiver, support system, etc. This creates a personal connection, while also showcasing the variety of needs that face the people of Papua.
Images 1-4:
Analysis of Images 1-4: These simple graphics are intended to be diverse in terms of their use. They could easily be printed and distributed at an event or fundraiser but can also be shared across social media platforms or with blog partnerships. The “Be their…” slogan is simple and recognizable, and the images are personal and positive. We wanted our graphics to highlight our key words: care, schooling and safety. Since most people read advertisements like a ‘Z’, the main slogan is pictured in the middle, with the logo in either the left or right corner. Indonesian children are featured because they are the main focus of our campaign. They are seen in relatable scenes such as in a classroom or playing sports. Because we know that people are worried about where their money is going, these images are selected because they portray personal scenes. The most important element to note is the use of Danish volunteers in the images. This is due to the fact that a Danish connection strengthens the credibility of a campaign or organization. We want our audience to see themselves in the campaign. By giving money or volunteering, they are the teacher or coach in these images.
Analysis of Newsletter: Papuakids already had an existing newsletter, but with the rise in technology since they began, this medium has been overshadowed by the directness and reach of social media. However, an emailed newsletter that also appears on their website is a way to reach out to the audience in a more personal way. Instead of mass advertising or spreading mass knowledge, a newsletter allows for Papuakids to let their participants know what their money or donation is going towards. It also shows them how they are helping these kids and what is going on in their day to day lives.
Analysis Poster: With the addition of clothing drives, instead of just strictly monetary donations, Papuakids would need to have small, print promotional materials to raise awareness for the events and give the location, date, and time of the event. These print ads would be used as a circulator that could appear in newspapers and as standalone advertisements. The poster will correspond with the social media posts in raising awareness for the drives themselves. Conclusion: The strategic plan for Papuakids is based off of our own research, previous research from the founder of Papuakids, and from outside sources. This plan was created with the main goal of putting Papuakids on the map as a respectable and trustworthy organization with the sole purpose of helping the children of Papua. Our angle is to highlight the connection between Danes and Papua to emphasize the fact that this organization is not foreign, even though they help children abroad. Papuakids is a Danish organization that thrives off of the Danish community and their willingness to help others. After this campaign and strategic vision, Papuakids should no longer seem like a foreign charity, but a charity that was built and is run on Danish values.
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