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Emerson College. Boston, MassachusettsGlobal Marketing Communication and Advertising

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the teamLaura BonettiRenee Butterfield*Diana GomezAkiva GriffithClara HenningMichi Hirose*Denise JohnsonKatherine Kasparian*Franz Kury Aneesa Moheyuddin*Jenna Sheedy*Blake Whitney

the advisorsProfessor James Rowean(617) 824-8746james_rowean@emerson.edu

Professor Thomas Vogel(617) 824-8285thomas_vogel@emerson.edu

120 Boylston St.Boston, MA 02116-4624

*denotes presenters

Emerson College

www. stopw8ting.com

The Team

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Executive Summary . . . . . . . . . . . . 4The Task. . . . . . . . . . . . . . . . . . 5Situation Analysis. . . . . . . . . . . . . 6SWOT . . . . . . . . . . . . . . . . . . 8Market Selection . . . . . . . . . . . . . 9Target Audience Overview . . . . . . . 10Communication Objectives . . . . . . 13Communication Strategy . . . . . . . . 14Creative Rationale . . . . . . . . . . . . 15Media Goals . . . . . . . . . . . . . . . 20

Media Strategy . . . . . . . . . . . . . . 21Media Plan . . . . . . . . . . . . . . . . . 22

Media Schedule . . . . . . . . . . . . . . . 25Budget. . . . . . . . . . . . . . . . . . . . . 26

Global Perspective . . . . . . . . . . . . . . . . 27Measurement & Evaluation. . . . . . . . . . . . . 30

Additional Creative . . . . . . . . . . . . . . . . . . 31 Credits . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Table of Contents

Executive Summary

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The Debriefing

The fact that the world is not perfect is no secret; you can’t turn on the TV, open a magazine or even buy a pair of khakis with-out seeing something related to a cause. While it is great that so many people are attempting to make the world a better place, it is making it increasingly difficult to differentiate one cause from another or even worse, convince people that something can ac-tually be done to eliminate the world’s most daunting problems. hese are the obstacles that we face, but they can be overcome. By educating people that there are actions currently being taken with measurable results, these problems will not seem over-whelming – and with their help, achievable.

The task at hand is to develop a communications plan for the United Nations Millennium Development Goals to be executed between July 2007 and July 2008. Because this initiative involves both govern-ments and citizens, we decided to target the group that can incite the most effective change – the citizens. The main objective of our campaign is to raise the level of awareness our target has of the MDGs, and then engage the target, compelling them to educate themselves further about the MDGs. As our audience learns more, they grow emotionally connected with the cause, and under-stand the fact that these goals are realistically attainable. In attempting to communicate to a segmented audience with a message that can be applied to other countries and cultures, we came up with the concept of “waiting.”

Waiting is a universal concept with which all audiences can iden-tify, and it represents the public’s apathy towards world poverty and their lack of involvement or knowledge in such causes. The waiting theme is further tied into the MDGs with the tagline “stop w8ting,” which acknowledges this audience’s awareness that these problems exist, but seem to be waiting on something before they get involved. The message is clear: something has to be done about these problems, and we all need to “stop w8ting” on the world to change.

By utilizing a wide variety of media outlets that include both traditional and non-traditional vehicles, we will reach our

diverse, segmented target market by delivering a compre-hensive, concise message. Our target’s main source of information will be the official “stop w8ting” website, with all of our creative directing them to log on and learn more about the MDGs. Once they are on the website, they can get a detailed explanation of each goal, get updated on the status of the MDGs and

find out ways in which to get involved. Our media objective is to reach our target audience at times when

they are receptive to the message through a medium that is credible and relevant to them. We want our media channels to

aid us in engaging our audience, and at the same time, succeed in educating them on the problems and how the MDGs are the solution.

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Campaign Parameters

• Year-long campaign will run from July 2007 through June 2008.

• Media schedule will capitalize on periods when the target is accessible to certain media, using vacation patterns and school calendars as guidelines.

• Utilize a variety of media and promotion strategies including traditional and out-of-home media.

• Use the “stop w8ting” tagline and “empty chair” logo in all communication, creating a unified message.

• Ensure campaign is measurable over time.

The Task

Our Assignment

• Develop a comprehensive, one-year marketing communications campaign for the United Nations’ Millennium Development Goals. • Cultivate a positive environment among NGOs, corporate citizens, local governments, and the pub- lic to actively participate in the shared goal of realizing the MDGs.

• Effectively execute the plan falling within the US $10M appropriated budget.

United Nations Objectives

• Contribute toward achieving all eight Millennium Development Goals by 2015.

• Increase awareness of the MDGs among citizens and make them conscious of the commitments made by their governments.

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What are the Millennium Development Goals?

The Millennium Declaration was signed in September of 2000 by 189 Heads of State and Governments as a promise to work together to make a better world for all by 2015. Out of this declaration, eight Millennium Development Goals – sponsored by the United Nations – were identified with the objective to end extreme poverty and hunger, ensure that all children com-plete primary education, promote gender equality, improve the health of mothers and children, reverse the spread of HIV/AIDS, protect the environment, and encourage global partnerships.

Situation Analysis

Although these 189 nations committed to these goals almost seven years ago, there is still a lot of work to be done. There are still 1.3 billion people surviving on less than one dollar a day and 7,000 young people contracting HIV/AIDS every day. The reason for this is a lack of political will to make these goals a reality. A key factor in the present situation is a lack of awareness, as not enough citizens know about the MDGs to pressure their governments to act. We have eight years left to reach these goals. We have to act now.

Citizens

For every person working to promote the Millennium Develop-ment Goals there are thousands who have never heard of them. There is a solution to eradicate the world of extreme poverty, but people are unaware of its existence. A plan to rid the world of extreme poverty and the problems associated with it will never be achieved if there are not enough people supporting it, creating enough traction and noise to inspire action.

The key to achieving the Goals is government support and participation. Citizens must be aware of the MDGs in order to demand that their governments live up to their promises. The citizens have the power to enact change on a global scale, but few are even informed about the MDGs. If people have the resources to begin educating themselves on the issue, we will all be well on our way to a world without extreme poverty.

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Governments

World governments have committed to contribute 0.7% of their gross national product to Official Development Assistance. These contribu-tions would provide enough resources to meet the Millennium Devel-opment Goals, but the developed countries must follow through with their commitments for this to happen.

Currently, there are a few countries providing more than the 0.7% promised, but there are many others falling short by a substantial margin. Of the countries not meeting their pledges, Australia, Canada, Japan, Switzerland, and the United States have yet to create a timetable to increase participation and live up to their promise.

The governments that are falling short of their pledges are in some ways enabled to do so because of a lack of pressure by the public. In demo-cratic states, politicians are elected and reelected based on their repre-sentation of the public’s interests and are therefore unlikely to allocate resources to a cause that is not heavily supported by the voting public.Until there is substantial demand for politicians to keep their promises to contribute to the MDGs, change is unlikely.

Situation Analysis

Summary

The problem remains that while there are many people and countries currently working to ensure that the MDGs are met, help is needed from those who are currently unaware that these goals exist. This problem is complex and cyclical in nature. The governments are aware that resources are still needed but contin-ue to fall short of their commitment. They are allowed to do this because their respective voting publics are largely unaware that achievable goals have been set and there is an actionable plan to achieve them. The deadline for these goals is rapidly approach-ing, and it is imperative that both the citizens and the govern-ments stop waiting and take action now.

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Opportunities

• Several potential partners • Opportunity to humanize the issues • Allow interaction through new technology • Publicize the plan to eradicate extreme poverty • Connection to people • Promote global partnership • Inspire hope for the future

SWOT Analysis

Weaknesses

• Scope is overwhelmingly large • Lack of visual accountability • No consequences for not following through on pledge • Lack of awareness of the MDGs • There is no comprehensive campaign • Audience that is aware does not have clear understanding of goals

Threats

• People need to care • Clutter/Noise • Many people may not think MDGs are possible • Competition (many cause-orientated campaigns) • Audience preoccupied with daily life • Domestic issues more relevant than global (i.e. Katrina, SE Asian typhoon) • People are desensitized to these issues

Strengths

• United Nations Initiative • The MDGs are admirable • Universal acceptance that the MDGs are necessary and positive • There is an actual commitment made by world leaders • MDGs are quantifiable and measurable

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Target Selection

The developed countries of the world are best equipped to promote and support the Millennium Development Goals. Unfortunately, not all of the developed nations are living up to their commitments to the under-developed nations of the world. For that reason, this campaign will target those countries that are not fulfilling their promises to the MDGs. The focus will be on the United States, but the campaign will be adaptable to other markets that fit the profile of a developed na-tion not following through with their commitment.

Considering there are two groups of stakeholders in these developed countries, it is imperative to analyze the ways in which each stake-holder influences the other. This will determine which of the two groups – governments and citizens – will be the most effective target. Making the more influential group the primary target will allow the message to be transferred to the less influential group as a secondary target, as the groups’ actions are inherently linked. The adjacent chart illustrates how each group affects the other.

In terms of creating change through direct activism and pressuring governments, it is clear that citizens yield more power in this relation-ship. If this group becomes aware of the Millennium Development Goals and begins to demand that their governments live up to their promise, the impact could literally change the world.

Market Selection

Regional Selection

The United States is not the only country failing to live up to its commitment to the Millennium Development Goals, but it’s among the most capable of making a global impact with its par-ticipation. With little government support and citizen awareness, the United States is the ideal target for the launch of our MDG campaign.

Allocate funds

Create policy

Sponsor initiatives

Join influential organizationsLobby for new policiesPressure govern-ments to act

Governments Citizens

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Name: Pam and Dave

Age: 34 and 36

Occupation: Stay at home

mom, Regional Manager

Main information source: Net-

work and Cable News, maga-

zines, and local newspaper

Awareness of social causes:

Medium

Cause Involvement: Susan G.

Komen, Local initiative for the

homeless

The target market is defined as men and women from 18 to 40 years old in the United States of America. This campaign fo-cuses on citizens, the group that was determined to be the more influential of the two stakeholders in this situation. This group of citizens is sympathetic to cause marketing initiatives and is the most willing and able to get involved with a cause.

Regardless of the knowledge and experience our audience has with other cause-oriented initiatives, most are unaware of the Millennium Development Goals and the milestones they aim to reach by the year 2015.

There are a number of challenges when dealing with this target market as a whole. This demographic, as it stands, spans 22 years and a variety of lifestyles. While 18-40 year olds share some similarities, it is necessary to further segment them into distinct target groups with comparable behaviors, attitudes, and lifestyles.

Future Thinking Parents

While Dave is working as a regional manager during the day, Pam is chauffeuring their two kids between school and their after school activities in her Ford Explorer with the “Proud Par-ent” bumper sticker on the back. While she is constantly on the go running errands, she remains connected by keeping her cell phone within reach at all times.

When Pam has down time at home during the day, she watches informative TV shows like The View, Oprah, or something on the Food Network while perusing a magazine or trying to plan the family’s financial future.

Target Audience Overview

While they are currently living comfortably, Pam is concerned about paying for the kids’ college tuitions and saving for retire-ment in this economically uncertain world. To ease her mind, Pam is considering going back to work when the kids are a little bit older.

Dave gets home around 6:30pm to find that Pam has prepared an organic family dinner. The events of the day are discussed and future plans are made while the family eats. After dinner, the kids do their homework while Dave and Pam relax on the couch in front of the TV watching news network program-ming and reruns of their favorite shows on cable.

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Facing Reality Young Professional

Jim graduated from college two years ago and spends his days– and some of his nights – working in a sales department trying to move up. He is content with his current company, but still looks for opportunities to move up wherever he can. What little free time he has is spent socializing with friends after work. He rarely eats at home or alone. Interaction with peers is what he values most.

There is generally little structure or schedule to Jim’s free time.He doesn’t have anyone else depending on him, so he has grown accustomed to only thinking about himself.

When Jim is at home, he is usually relaxing on the couch watch-ing TV. He enjoys this down time, but prefers to be active, which is why he occasionally works out at a gym after work. Exercise keeps him active, but it also allows him to work off the stress that comes with starting a career and becoming financially self-sufficient.

Target Audience Overview

Name: JimAge: 25Occupation: Entry-Level

(Sales)Main information source:

Internet news sources, friends,

magazines and free dailies.

Awareness of social causes:

Medium-lowCause Involvement: (RED),

ONE, Big Brother/Big Sister

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In-the-Now College Student

Alicia’s life is scattered. She is in the home stretch of her col-lege experience and is concentrating on her classes more now that she can see the end in sight. She knows college won’t last forever, so she is trying to make the most of what is left by surrounding herself with friends at all times. Alicia is able to live well as a college student with the support of her parents and her part-time summer job.

Her schedule follows no distinct pattern, as her free time is monopolized by her full class load and socializing with her friends. Alicia is concerned about the future, but figuring out what to do after she graduates is about as far ahead as she thinks. She is concerned about the needs of others and is interested in social causes but doesn’t think she has the time to invest in them. She has a red AIDS ribbon on her bag, but her participation ends there.

Target Audience Overview

Name: Alicia

Age: 20

Occupation: College Student

Main information source:

Internet news sources, friends,

magazines and campus paper.

Awareness of social causes:

Medium-High

Cause Involvement: PETA,

Greenpeace

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The Tone of the Message

Honest, straightforward, informative, and non-accusatory

Create awareness, educate, encourage involvement and inspire change

Communicate a sense of possibility

Inspire hope for what can be accomplished

Communication Objectives

Create awareness of the Millennium Development Goals and generate interest to learn more about them.

Aid citizens in information search about progress of MDGs and their country’s contribution.

Be prominent in the minds of the overly communicated group of citizens.

Communicate that the MDGs are actually attainable.

Inspire word of mouth influence among citizens, putting pres-sure on their governments to act.

Implement communication that is relevant, unique, and en-gaging, helping members of the target group take notice.

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What the audience knows or doesn’t know.

The target market, persons 18-40 years old, is overwhelmed with messages on a daily basis, many of which are nonprofit initiatives and related causes. Although this group is very aware of cause marketing when they see it, the MDGs have not reached a level of awareness in their mind without being evoked by external stimuli. Members of the group being targeted have awareness levels that range from no awareness to general awareness of the MDGs, but are unable to identify or explain individual goals.

What is there to know? Important points to communicate.

The Millennium Development Goals are complex solutions to overwhelming issues, which make it challenging to communi-cate the message to a passive audience. The name alone, “Mil-lennium,” could cause confusion because it implies the past for many who are unaware that the goals were established in the year 2000. To effectively educate the depth of the MDGs to citizens, there must be a proactive form of information gathering on the part of the audience.

The main goal of our campaign is to generate awareness of the Millennium Development Goals and encourage the target to learn more about them, to educate themselves on the issues and progress to date. We have determined that this group is gener-ally aware of all these world problems, but are currently taking little to no action to solve them. Essentially, they are waiting for someone else to initiate the solution. They are waiting on the world to change.

Communication Strategy

How to communicate the message.

Since there is so much depth to the MDGs, it is vital to keep the message simple and not overwhelm the target with excessive information at the introduction stage. We must first inform the target of the MDGs and guide viewers to the website in order to promote interaction and further involve our target, which is a key aspect in getting people to fully understand the Goals and the purpose of our campaign. A variety of communication tools will be used including television spots, print ads, an interactive website, out-of-home outlets, and unique events. The purpose is not only to spark interest in the MDGs, but to create a desire to actively participate in the solution.

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General

The main objective in the development of the creative strategy is to generate curiosity, awareness, and interest. The concept of “waiting” is a universal theme with which all audiences can iden-tify. It represents the public’s apathy towards world poverty and their lack of involvement in or knowledge of such causes. “Wait-ing” is symbolic of the theory of social diffusion of responsibility and aims to garner individual and collective action. It aims to encourage the public to find out more about the problems tack-led by the MDGs and how they can be involved. This concept is equally applicable to the world leaders and governments, who are stagnating in their efforts to implement the necessary measures.The “stop w8ting” message is addressed to both the public and governments. This theme also highlights the urgency and time-bound nature of the MDGs and that the fact that action must be taken now if the targets are to be met by 2015.

The message and creative execution are deliberately vague to en-courage curiosity and create a desire to learn more. Stark, simple imagery has been used to create compelling visual support for the message. All forms of communication are image centric and minimalist from an information perspective so as to avoid over-whelming audiences. This differentiated and modern style should allow the campaign to stand out from the clutter and pique the audience’s curiosity and desire to learn more about this cause. The “stop w8ting” concept is symbolized and depicted through-out the campaign with an image of an empty chair, which is a direct inference to the fact that someone decided to stand up and take action. The figure “8” is present throughout the different communication forms and within the “stop w8ting” tagline to include an indirect reference to the eight MDGs.

Creative Rationale

The Logo

By creating an insignia to accompany all of our ads, we are essentially branding the Millennium Development Goals campaign. This element of the message is ultimately indispensable if the campaign is to evolve with time and retain meaning amongst the public. Once the theme we have developed has run its course, the logo will maintain a sense of continuity from campaign to campaign.

The chair is a constant image in our campaign, present in all commercials and embodied in the logo along with the “stop w8ting” tagline. The “empty chair” logo is a symbol used to illustrate that people have stopped waiting for the world to change, gotten out of their chairs, and taken it upon themselves to contribute to the MDGs. We aim to have this campaign reach an awareness level such that the “empty chair,” when shown own its own, will be recognized by the target as the symbol of working towards meeting the Millennium Development Goals.

The “empty chair” logo is a symbol used to illustrate that people have stopped waiting for the world to change, gotten out of their chairs, and taken it upon themselves to contribute to the MDGs.

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TV

The television ads were created as a series of three in order to meet different communication objectives. These three ads are intended to run sequentially, but they are also capable of functioning individually in any other order. The overall objective of the ads is to raise awareness of the campaign and create sufficient interest from the viewers so that they will visit the website to get more information.

The first ad in the series serves as a teaser to introduce the audience to the theme of “stop waiting.” Its simplicity should encourage viewers to question its motives and origin, creating a desire to access the website and seek additional information.

The second ad aims to introduce the 8 MDGs, raise awareness of their feasibility and key attributes, and encourage people to take action and find out more about this cause.

The final ad in the series serves to inform the public of the MDGs and the impact they will have if accomplished. There will be eight versions of the third ad, each focusing on only one individual goal to avoid overwhelming the audience. It is a call to action for individuals and governments to ensure that the promises made are kept. The ads are visually consistent and have the recurrent theme of the empty chair to denote action.

The execution of these ads should be appealing to the target audience due to the simplicity of their execution, hip, edgy images, and avail-ability of information presented in such a manner as to avoid bore-dom, reproaches, or preaching.

Creative Rationale

Television Commercial–Two of Three (:30 second ad)

Television Commercial–One of Three (:30 second ad)

Television Commercial–Three of Three (:30 second ad)

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Print

Our print ads are closely linked with the “stop w8ting” theme of the campaign, using several individuals of our target market simply sitting in a chair and waiting or the empty chair by itself. The stark white background and simple copy eliminates distrac-tions and forces the viewer to focus on the lack of action in the red chair.

These ads are not only transferable across languages because of the succinct copy, but also across cultures because of the variety of individuals used. These images are also designed to take full advantage of a variety of mediums, whether printed in a maga-zine like Rolling Stone or plastered on a bus shelter, these ads are easily transferable.

Creative RationaleOne-page Ad

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Creative Rationale

Two-page Ad

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Creative Rationale

Guerrilla/PR

One of the benefits of this campaign theme is the natural way it lends itself to creative outdoor messaging. There are sev-eral opportunities to explore when it comes to connecting to people in “waiting” situations; placing a few hundred of the red chairs from the ads in a public park, for instance, would raise awareness in an unconventional, imaginative manner. By engaging individuals through experiential marketing, such as our “stop w8ting” concerts and traveling exhibit, the cam-paign will personally connect with individuals as well spark word of mouth marketing and press coverage-- three things that are vital to the success of any major marketing mix.

Website

The official “stop w8ting” website acts as the cornerstone of our media mix. It is the most important element of our cam-paign, providing visitors with reliable information about the Millennium Development Goals while creating a direct con-nection with visitors as they navigate the website. With one website, we are able to educate our audience about the status of the MDGs in every region of the world, give them links to various organizations, and provide outlets for involvement.

Perhaps most importantly, the website succeeds in creating interaction between visitors and the Goals. While our com-mercials, over time, may serve to keep citizens aware, the web-site makes it easy for visitors to stay connected to the cause and updated on the status of the MDGs and what is left to be done. In short, if we are giving the citizens the tools necessary for involvement, we leave no excuses for inaction.

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Media Goals

Goals

• Reach 60 percent of the defined target market with a frequency of 4 times with the “stop w8ting” message.

• Deliver highly targeted media that effectively and efficiently reaches the target audience to ensure that media dollars are maximized.

• Geographically encompass the entire United States with increased communication in key metropolitan areas, such as Austin, Boston, Chicago, New York, San Francisco, Seattle and Washington, D.C.

• Capitalize on digital media as a means for distributing infor- mation and experiential media vehicles to create interest to reach the overly media saturated target market.

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Detail

Based on the media objectives and an in-depth understanding of the target market, the me-dia strategy will be to reach our audience with traditional media while ensuring the necessary frequency with experiential and out-of-home media. The following media plan has been devised in order to deliver the “stop w8ting” message in a way that resonates with the citizens who influence government action.

This target market can be cynical of advertis-ing. It is important that the media used to reach them combine traditional and non-tradi-tional tactics while maintaining an honest and straight-forward message.

The way in which this market consumes media presents a challenge to advertisers. This group often skips or ignores media advertisements due to the fact that they typically utilize alternative means to gain information. However, with a highly targeted media plan that correlates with the interests of this group, it is possible to effec-tively convey the “stop w8ting” message using traditional media.

Because this target group is so adept at tuning out traditional media outlets, it is important to include non-traditional media in the mix.

Media Strategy

Objectives

• Use experiential and out-of-home media for frequency and to make the “stop w8ting” message relevant

• Use traditional media for reach

• Execute 5 major events in one year

• Generate word-of-mouth buzz among peer groups in the target market

• Ensure that media is consistent with the integrity of the message

• Reach consumers at the ideal time to receive the message

• Maximize the media budget

Innovative experiential media will create the word-of-mouth buzz necessary to add credibility to the issue and to make it popular among a more skepti-cal, younger audience. This type of media will also bring the “stop w8ting” message directly into the local environment of the audience, making commu-nication more personally relevant.

In order to ensure the message is received in the most efficient manner, it’s necessary to schedule the media at a time when our consumers are most open to the message. The plan will focus on times that follow the traditional school schedule, coinciding with college students being on campus and young parents falling back into a routine with activities waning. During the summer months, when most members of the target are on vacation and not in their living rooms, the focus will be on out-of-home media instead of television or print.

We plan on limiting our communication during the month of December to avoid having our message lost during the highly communicated holiday sea-son. In order to minimize media waste, the media strategy will be designed to capitalize on specific programs and vehicles that are part of our target audience’s lives.

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Television

While television is not the dominant medium for our target, it is still an important medium to utilize in reaching a large portion of our audience. We will focus on cable television as our broadcast medium, a more efficient means of reaching our segmented audi-ence than network television. The cable channels we have included in our media plan aim to match our audience’s viewing habits and work to effectively reach our audience’s diverse lifestyles.

Since this is a nonprofit message, media buyers will negotiate one free public service announcement (PSA) spot for every spot pur-chased on television. Utilizing PSA’s in broadcast negotiations will allow media dollars to be maximized.

Media Plan

Online

The web is the most important form of media to our target market, serving as their primary source for news. Members of our target devote more hours to this form of media than any other; however, this does not make grabbing their attention on the web any easier than via a traditional outlet. As our target has become more accustomed to the internet, they have also become more accustomed to ignoring internet advertising. As a result, all media purchased online must be innovative in order to entice the inter-est of the target market. Partnering with specific, popular sites to sponsor content will be a large part of the online effort.

In order to maximize the Millennium Development Goals’ pres-ence online, media buyers will negotiate banner and link advertis-ing on the websites of the cable channels and magazines that this campaign is targeting to correspond with the traditional spots purchased in that media.

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Red Chair Event

Reaching our over-saturated target audience and making the message stand out with traditional media can be difficult, which is why we have planned a non-traditional marketing event designed to attract attention and create a buzz while still com-municating our “stop w8ting” message. At the beginning or our campaign 500-1000 red chairs will be placed in public parks in Washington, D.C. and New York City, signifying those who have already stopped waiting and encouraging others to do the same. The public location will be chosen to ensure maximum exposure to our target and the chairs will be the same as the one featured in our ads and logo, ensuring continuity. Volunteers will be present at the event to engage passers-by and anyone who decides to rest their feet in the ample seating provided.

Media Plan

Magazine

Running magazine print ads is a way that we can reach a broad range of our target audience while remaining relevant by appear-ing in publications that reflect their specific interests. The plan will focus on lifestyle magazines with The Economist being chosen as our weekly news vehicle. Each magazine was chosen because it reaches a specific segment of our target, with a few of our selections reaching more than one segment, such as Rolling Stone, ESPN The Magazine, and Real Simple.

Guerrilla and Public Relations

In order to ensure our online and traditional media mix is effective, we will supplement the campaign with marketing that engages indi-viduals on a personal, tangible level. Our plan is especially relevant for individuals in the 18-40-age range, as it is able to communicate clear messages through direct experience, which has a greater recall rate than campaigns limited to only traditional marketing channels.

The first phase of the campaign will create curiosity and promote action through the website and MySpace Impact. (MySpace Impact is a special section for causes and events related to impor-tant world issues.) MySpace is an effective way of reaching our tar-get market, especially the youngest segment. Through the MySpace page and stopw8ting.com, we will promote ways to get involved with the MDGs and encourage further participation.

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Ambassador Program

The “stop w8ting” Ambassador Program gives people the oppor-tunity to own the message and spread it to those around them. Through the website, interested visitors will be able to fill out a simple form to receive additional information. The participants will be sent an MDG Ambassador Kit. This kit will include in-formation on the campaign, “stop w8ting” apparel, printable col-lateral and suggestions of ways to spread the message. Ambassa-dors can be high school or college students, teachers, and parents serving as an important means to spread the message further.

Traveling Museum Exhibition

For the second phase of the campaign, a collection of works will be collected through the established MDG and Ambassador networks. Participants will be able to submit artwork or photo-graphs depicting the goals, their personal perceptions of why and how people should “stop w8ting,” or the results of what can hap-pen when we collectively take action. Schools will be encouraged to participate as well; this option would extend from elementary to collegiate levels. Submissions that are chosen will be on dis-play at the “stop w8ting” exhibition that will travel each month to a participating museum in one of our target cities.

In addition to the submissions, potential creative concepts include: display of campaign ads, a chair/waiting room scene, MDG progress displays, etc.

Media Plan

Press Releases

The main purpose of the press releases will be to continuously place the “stop w8ting” message in the news. Our goal is to create aware-ness and momentum through gradual exposure and the quickest way to reach our targets is through popular media. If media buzz is created, it will help spread the message in a faster and more cost efficient way. The campaign will also gain credibility through repeat media coverage and endorsements.

Concerts

Through the campaign website and partnering sites such as MySpace Impact and YouTube, we will create a contest for bands to create a song based on one (or all) of the goals and/or the “stop w8ting” message. The competition will be announced at the begin-ning of the campaign. Bands will post their songs and will be rated by viewers. The top 8 bands chosen will perform 3 concerts in Bos-ton, Austin, and San Francisco in the last months of the campaign.

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Media ScheduleCampaign: stop w8ting Client: United NationsMarket: USA Schedule for: 07/2007 - 07/2008Currency: USD Status: Final VersionDate Prepared: March 07

Titles/ Channels/ WebsitesFrequency/Daily Impression

Creative Unit/ time length

Net/ Net Costs/ per Inseration/ GRP/ Site

No. ofInsertions/GRPs/Sites

Total Costs Net/ Net 2 9 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 11 19 26 3 10 14 17 24 31 7 14 21 28 4 11 18 25 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23

Guerilia/PR

3 concerts in 3 cities In: Austin 60,000 1 60,000 1In: San Francisco 80,000 1 80,000 1In: Boston 80,000 1 80,000 1

Traveling Mueseam Exhibit 80,000 1 80,000 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1Event with Chairs In: Washington, D.C. 50,000 1 50,000 1

In: New York 50,000 1 50,000 1SubTOTAL 400,000

Magazine

Cosmo Monthly Full Page 4C 129,290 4 517,160ESPN Bi-Weekly Full Page 4C 131,950 5 659,750O Magazine Monthly Full Page 4C 97,983 4 391,930Parents Monthly Full Page 4C 101,500 4 406,000Real Simple Monthly Full Page 4C 99,750 4 399,000Rolling Stone Bi-Weekly Full Page 4C 96,782 5 483,910The Economist Weekly Full Page 4C 29,680 5 148,400 1 1 1 1 1Wired Monthly Full Page 4C 67,578 4 270,312

SubTOTAL 3,276,462

TV

Food Network :30 spot 12,000 30 360,000 2 2 1 2 2 2 2 2 2 2 2 2 2 1 2 2TNT :30 spot 10,000 26 260,000 2 2 2 1 2 2 2 2 2 2 2 2 1 2FX :30 spot 12,000 10 120,000 2 2 2 2 2 2 2 2 2 2E! :30 spot 25,000 14 350,000 1 1 1 1 1 1 1 1 1 1 1 1 1 1Nickelodeon :30 spot 20,000 26 520,000 2 1 2 2 2 2 2 1 2 2 2 2 2 2Lifetime :30 spot 20,000 12 240,000 1 1 1 1 1 1 1 1 1 1 1 1TLC :30 spot 15,000 26 390,000 2 2 2 2 2 2 2 2 2 2 2 2 2Discovery :30 spot 20,000 11 220,000 1 1 1 1 1 1 1 1 1 1 1Comedy Central :30 spot 25,000 10 250,000 1 1 1 1 1 1 1 1 1 1ESPN :30 spot 25,000 17 425,000 2 2 2 2 1 1 1 1 1 1 1 1 1

SubTOTAL 3,135,000

Outdoor

Austin (Texas)Vehicle Wraps Advertisng 4 weeks Mini Cooper 16,800 4 16,800 1 1 2Bus Shelter/ Bench Advertising 6 monts 45 posters 31,200 6 31,200Seattle (Washington)

Transit Advertising 12 weeksFull Wrap Bus Display/12 weeks 6,000 60 30,000 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3

Vehicle Wraps Advertisng 4 weeks Mini Cooper 16,800 4 16,800 1 1 1 1Bus Shelter/ Bench Advertising 6 months 45 posters 26,400 6 26,400San Francisco, CAVehicle Wraps Advertisng 4 weeks Mini Cooper 16,800 4 16,800 1 1 2Bus Shelter/ Bench Advertising 6 months 45 posters 33,200 6 33,200Airport Advertising month Floor exhibit 10x20 20,000 1 20,000Washington, D.C.Bus Shelter/ Bench Advertising 6 months 45 posters 32,400 6 32,400Airport Advertising month CNN Airport Network 2,160 12 25,920ChicagoTransit Poster (1-sheet) 24 weeks 150 15,000 150 15,000 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1Interior Traincard 24 weeks 220 10,032 220 10,032 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1Bus Shelter/ Bench Advertising 6 months 45 posters 33,400 6 33,400BostonOutdoor Advertising (8-sheet) 4 weeks 73 11,680 73 11,680 1 1 1 1 1 1 1 1Bus Shelter/ Bench Advertising 6 months 45 posters 44,000 6 44,000New YorkAirport Advertising (JFK) 3-13 months Spectacular (7'x11') 10,200 4 40,800 1 1 1 1Bus Shelter/ Bench Advertising 6 months 45 posters 46,000 6 46,000

SubTOTAL 450,432

OnlineGoogle AdWords Media Plan

daily limit 3 AdWords ads 69 25,000 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

YahooHomepage banner 8,000 60 480,000 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3News textlink 4,000 39 156,000 3 3 3 3 3 3 3 3 3 3 3 3 3MySpaceHomepage banner 4,000 56 224,000 2 2 2 2 2 2 2 2 4 4 4 7 7 7 7News textlink 2,000 30 60,000 3 3 3 3 4 4 5 5FacebookHomepage banner 4,000 40 160,000 4 4 4 4 4 4 4 4 4 4News textlink 2,000 50 100,000 3 3 3 3 3 1 2 4 4 4 7 2 3 3 5

SubTOTAL 1,205,000

TOTAL 8,466,894

11

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11

1

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11 1 111 1

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1

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11 1 1 1

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August 2007 September 2007 October 2007

1 1 1 1

1 1

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February 2008 June 2008May 2008March 2008 April 2008November 2007 January 2008December 2007July 2007

1

11

1 1

1 1111

111

1

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26

Budget

Production

Guerrilla/PR 253,000

Magazine 250,000

Television 600,000

Outdoor 350,000

Online 80,000

Media

Guerrilla/PR 400,000

Magazine 3,276,462

TV 3,135,000

Outdoor 450,432

Internet 1,205,000

Sub TOTAL 8,466,894

TOTAL 9,999,894

Sub TOTAL 1,533,000

27

How is this campaign global?

The task given by the UN was to develop a campaign that was either global in scope, or tailored to a specific region based on demograph-ics or a narrowly targeted audience. While we completed that task by focusing on the US in order to meet objectives, we made a point to build our strategy around a creative idea that is identifiable and relevant across borders and cultural boundaries. This campaign, with slight modifications, could be used in countries and cultures across the globe.

Global Perspective

We used waiting as a metaphor for the MDGs because people from every culture are familiar with the act of waiting, making this idea easy to trans-late. This communication technique ensures the MDGs message will be relevant in any culture.

French Two-page Ad

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Global Perspective

Global ExecutionThe execution of the television spot was done with diversity in mind; the actors chosen represented a wide variety of ethnic groups and the location of the spot was a stark white environment that does not represent any country in particular and can be easily recreated.

The print ads feature the same diverse talent as the television com-mercials, which allow them to relate to several different ethnic groups. The layout of the print is simple, with little copy to be translated as the campaign moves into other countries.

Again, the environment of the shoot is easily recreated if the talent does not represent the audience of the country being targeted.

All experiential and grass roots media can easily be duplicated on a worldwide scale and have the same intended effect with little alteration.

The website was designed to offer information and connectivity to the United States, but the content can be translated for other countries.

Spanish Two-Page Ad

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Japanese Two-Page Ad

Global Perspective

30

Determine the level of MDG awareness with primary research in select markets throughout the course of the campaign, including a follow-up survey once the

campaign is completed. An increase of 10% in awareness is targeted.

Track the number of internet site hits.

Monitor how deep unique visitors enter into the internet site.

Note the number of “friends” on the “stop w8ting” myspace page.

Total number of votes from online concert competition.

Reference the number of people who sign up for the Ambassador Program.

Record the number of attendees at live promotional events.

Survey government officials in order to determine if consumers are leveraging their influence.

Gauging Success

The success of this campaign will be measured by how effectively it creates awareness of the Millennium Development Goals in the United States among people ages 18-40.

Measurement and Evaluation

31

Promotional T-shirt

Billboard Ad

Promotional Postcard

Blog Banner

Additional Creative

32

Credits