Globe Aware Youth Scholarship was launched in 2010 to broaden the horizons of DISD (Dallas Independ-ent School District) students by volunteering abroad.

2010 Scholarship Recipients: Adan Gonzales, Cristal Mendezl, Alicia Santana

THE ASSIGNMENT:Give this scholarship an identity,

and raise money.

Communication ObjectiveIncrease awareness of Globe Aware in Dallas

Communication StrategyCreate a chain reaction through the Dallas

Social scene by giving Globe Aware a local heart and soul.

Meet our scholarship recipient

- lower income household

- has not traveled abroad

- has interest in international affairs

Why would Dallas want to help these students?

Because DISD has the 7th worst graduation rate in the nation

Traveling Abroad WorksIncreased self-confidence 96%

Enhanced interest in academic study 80%

Sought out a greater diversity of friends 90%

Transitions Abroad Magazine March/April 2004: http://www.transitionsabroad.com/publications/magazine/0403/benefits_study_abroad.shtml

MEET OUR PRIMARY TARGET: DALLAS SOCIAL MOVERS(AGE 25-35)

• Socially connected both offline and online

• Up and coming in their careers

• Knows the value of travel

• Wants to create change

• Most generous donors

• Have less time due to family and work responsibilities

• Harder to reach without traditional media

• Very proud of Dallas

SECONDARY TARGET: ENTRENCHED CROWD(AGE 45-65)

The Globe Aware Identity

g l o b a l   w i n g sWhen youth travel abroad they come back to

Dallas more compassionate and cultured citizens

Our idea:A global city should create global citzens.

GIVE THEM WINGS

The opportunity to propel the dreams of Dallas teens is greater than ever. Dallas high schools have the 7th worst graduation rate in the na-tion. Globe Aware is a Dallas-based non-profit committed to creating global citizens through volunteering abroad. The Global Wings Youth

Scholarship gives students the chance to see the world, uplift themselves and their communities

Learn more at globeaware.org/globalwings and don’t let their dreams fly away.

INSPIRE. EQUIP. ENLIST.

INSPIRE Dallas social movers with our message.

EQUIP them with the tools to spread the word.

ENLIST social movers to become brand ambassadors.

TRADITIONAL MEDIA- print (D Magazine, Dallas Observer, Modern Luxury, Texas Monthly, Generations Magazine, American Way) - video/t.v. (public programs & stations)

ONLINE- print (blogs, facebook, twitter)- video/t.v. (posted on youtube, vimeo)

OFFLINEEvents and Promotions- Wings for Wings Monthly Event- Progressive Dinner Party- Fill the Backpack Drive

Communications Framework

The opportunity to propel the dreams of Dallas teens is greater than ever. Dallas high schools have

the 7th worst graduation rate in the nation. Globe Aware is a Dallas-based non-profit committed

to creating global citizens through volunteering abroad. The Global Wings Youth Scholarship gives

students the chance to see the world, uplift themselves and their communities.

GIVE THEM WINGS

Learn more at globeaware.org/globalwings and don’t let their dreams fly away. g l o b a l   w i n g s

The opportunity to propel dreams of Dallas teens is greater than ever.

Dallas high schools have the 7th worst graduation rate in the nation.

Globe Aware is a Dallas-based non-profit committed to creating global

citizens through volunteering abroad. The Global Wings Youth Scholarship gives

students the chance to see the world, uplift themselves and their communities

Learn more at globeaware.org/globalwings and don’t let their dreams fly away.

g l o b a l   w i n g s

The opportunity to propel the dreams of Dallas teens is greater than ever. Dallas high schools have

the 7th worst graduation rate in the nation. Globe Aware is a Dallas-based non-profit committed

to creating global citizens through volunteering abroad. The Global Wings Youth Scholarship gives

students the chance to see the world, uplift themselves and their communities

Learn more at globeaware.org/globalwings and don’t let their dreams fly away.

give them wingsgive them wings

g l o b a l   w i n g s

CREATIVE: PRINT

“TAKE FLIGHT”

“WINDOW SEAT”

“DONATION”

CREATIVE: VIDEO

PROMOTIONS

• A Progressive Dinner Party for VIPs to meet the students, see video ads and footage of travel

• Food and drinks served in five different locations themed as three countries: Brazil, Thailand and South Africa

• A benefit concert featuring local artists that have concern for global issues

• The Special Case: 501(C)3 Store

THE CAMPAIGN LAUNCHESWITH DINNER AND CONCERT

EVENTS

AT THE BENEFIT DINNER & CONCERT

Large image of studentwill be erected and do-nors will place symbolicfeather on image to signify “give them wings”.

EVENTS

AT THE BENEFITDINNER & CONCERT

Encourage people to sign up:

1. I will throw my own Progressive Dinner Party

2. I will spread the word by telling my friends and posting images and vide-os of the scholarship on my blog, Facebook and Twitter

EVENTS

• Partner with local businesses (Pluck-ers) and “Hot” spots Dallas Social Mov-ers know and love, to raise awareness as well as donations.

• Online events drive chatter

PARTNERSHIPSPARTNERSHIPS

FILL THE BAG

Partnership with local retailer (Walgreens, Target, etc.)

Supporters purchase items necessary for students to complete their mission.

Showcases retailer involvement in the community and provides resources for scholarship recipients.

PARTNERSHIPS

• Barney’s display win-dow at North Park

• Guerilla street per-formances by Olu Bliss and Abraham

• Pass out flyers at trendy spots: Kush, Southside on Lamar, West Village, Prophet Bar, etc.

PROMOTIONS

FUTURE RECOMMENDATIONS

Special Edition Bag- Global Wings bag can be sold at grocery stores.- Proceeds go to benefit Global Wings.

Farmville- Average social gamer is a 48 year old woman.- Users buying virtual goods supported Haitian relief fund, raising $580,000.