The “Red Balloon” Campaign": Communications Plan! - MNDH

Movimento Nacional Direitos Humanos "

The “Red Balloon” Campaign" COMMUNICATIONS PLAN! January 11th, 2009!

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COMMUNICATIONS PLAN: CONTENT! !

Background!

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Campaign idea!

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MNDH!

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Creative work!

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Objectives!

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“Straw man” media plan !

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Target audience!

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Additional benefits!

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Human rights insights!

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Project schedule!

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Communications strategy!

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Budget considerations!

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BACKGROUND! ! 

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Movimento Nacional de Direitos Human is an umbrella organization in Brazil that exists to strengthen the collective voice of 400+ human rights organizations (27 in Pernambuco)!

To help ensure that society is receptive to the work that its constituent organizations do, MNDH wants a campaign to improve the reputation of human rights defenders!

Human rights defenders are poorly perceived by society in Recife and Brazil; they fight not only the human rights issues they defend, but the stigma of being a human rights defender!

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MNDH! Umbrella Organization!

Affiliated Organizations!

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OBJECTIVES! !

Improve the reputation of human rights defenders ! !

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Change perceptions of human rights defenders from illegitimate to valuable actors in society!

Build understanding and empathy for human rights defenders, not for the specific issues they defend but in recognition of the necessary role they play in defending everyone’s human rights!

FROM! !

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Human rights defenders are performing an illegitimate and often illegal activity!

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Human rights defenders are performing a legitimate and valuable function in society !

COMMUNICATIONS FUNNEL! ! 

The current objectives focus on the top two levels of the communications funnel, but the campaign could be expanded to include advocacy and action in the future!

AWARENESS!

Raise awareness of the presence and plight of human rights defenders in Recife and Brazil!

UNDERSTANDING & EMPATHY!

Facilitate better understanding of what human rights defenders do for society and generate empathy for their efforts!

ADVOCACY!

Encourage advocacy among the target, such as vocalizing their support of human rights defenders to friends and peers!

ACTION!

Prompt action through participation, potentially becoming human rights defenders themselves!

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Improve the reputation of human rights defenders!

TARGET AUDIENCE!

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HUMAN RIGHTS INSIGHTS: ISSUES! !

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People have their own views on each of the issues and no-one has the same set of views!

Some human rights are universally accepted while others are more controversial!

Prison conditions!

Women’s rights!

Rights for homosexuals!

Cost of bus tickets!

Children’s rights!

Accepted!

Controversial! !

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Misinformation and misunderstanding is pravelent!

Everyone understands and references “the violence” in Recife when talking about human rights!

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HUMAN RIGHTS INSIGHTS: DEFENDERS! !

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Ambition: the democratization of human rights for the benefit of the whole of society not just the powerful few!

Motivations of human rights defenders:!

MORAL!

RATIONAL!

PERSONAL!

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CAMPAIGN STRATEGY!

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Connect the broad set of human rights issues with the one thing that everyone understands - “the violence” in Recife and Brazil - and present human rights defenders as essential to reducing “the violence” !

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CAMPAIGN IDEA! !

Create a way of symbolizing “the violence” that can bring together the issues & organizations, extend across media channels, and be flexible and enduring!

IDEA: The “Red Balloon” campaign!

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WHAT IS THE RED BALLOON CAMPAIGN?!

The red balloon symbolizes violence in Recife.!

It represents all the different types of human rights issues that are both the cause and effect of the violence!

And “popping the red balloon� is a metaphor for how human rights defenders are necessary to reduce the violence in Recife!

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WHY THE “RED BALLOON”?! !

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Appealing: Everyone loves balloons, especially popping them!!

Arresting: Many balloons together are a wonderful sight!

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Familiar but different: A well known object given a unique and dissonant association!

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Practical: Low budget device with high impact!

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Dynamic: very visual (e.g: for film), very aural (the “pop” sound, e.g: for radio), and very tactile (e.g: for outdoor) !

Simple: The “popping” metaphor is easy to understand!

Logo!

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Print!

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Outdoor:!

Billboard!

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T-shirts!

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CHANNEL PLAN! !

Media channels will strategically deliver against the key funnel levels, with the current focus on ‘awareness’ and ‘understanding & empathy’ levels of the funnel!

CHANNEL SELECTION! AWARENESS!

UNDERSTANDING & EMPATHY!

ADVOCACY!

ACTION!

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Media plan!

D B T

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ADDITIONAL BENEFITS! !

The idea is strengthened by an array of additional benefits that it delivers, in addition to the key campaign objectives! !

Will raise awareness of human rights more generally!

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Should increase understanding of what the MNDH organizations are doing!

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Communicates that everyone has a role (society, organizations, authorities)!

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Can be used to increase participation (“recruitment campaign” for HR defenders)!

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Should help to bring MNDH closer together as an organization; being representative of each organizations’ human rights issues!

Creates fundraising opportunities (initially through the film, then through T-shirts)!

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PROJECT SCHEDULE! !

The TIE placement has kickstarted the campaign, which will be developed over the next 2.5 months and launched in March 2010, based on the schedule below!

11/16/09!

TIE!

12/16/09!

Campaign development!

3/1/10!

Campaign Launch!

On-the-street interviews, UN documents and conversations with human rights defenders!

Focus groups to refine the creative idea!

Measurement (online survey, hotsite hits)!

Strategy!

Creative brief and communications plan developed!

Minor refinement to creative task briefs based on any significant findings from focus groups!

N/a!

Creative!

Creative idea generated and initial creative assets designed!

Development of additional assets (e.g: hotsite, online ads, blimp)!

N/a!

TV/film and online/interactive parters brought on board!

Production of all creative assets and delivery to media partners!

“Flash mob” production!

Initial conversations with ‘free’ media partners and strawman media plan developed!

Finalization of media plan based on final budget and ‘free’ media committed!

N/a!

Research!

Production!

Media!

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BUDGET CONSIDERATIONS! Funding sources!

Campaign development!

R$!

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Strategy and creative!

40,000!

Already donated by WPP/Ogilvy and Makplan !

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Production!

35,000 !

R$10,000 donated by Ogilvy, Recife R $4,000 donated from TIE candidate !

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Media !

45,000!

Majority to be donated in ‘free media’ from Makplan media partners!

Shortfall: R$30,000!

R$120,000!

Notes! !

CESE funding request for R$30,000 to be submitted in 2010. The ‘balloons’ film due to be shot in January 2010 should provide compelling support.

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