starcom media 2 - giwa zaynab and ehizode edward
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Nigeria Young Lions Media Competition 2014TRANSCRIPT
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2Strategy Summary WELA
Target Audience:
Government, Corporate Bodies,
The Well-offs, & The Victims
Budget Split
Challenge: Create awareness of Government laws against illegal practices
against women; Activities of WELA; and to raise a sum of N200,000,000 in 1Yr
The Idea:
Amplify the yearning
of the Nigerian womanWELA Profile: To:
Contribute to the empowerment of women in
Nigeria
Promote womens human right through lobbying, advocacy,
provision of legal aid, training,
among other strategies
Insight:
Majority of marginalized and disadvantaged Nigerian
women do not:
Know that all statutes, customary laws, and practices
which support discrimination
against women are illegal and
are punishable under Nigerian
Law
Take advantage of the above to fight for their course
Objectives:
Create a media campaign that demonstrates importance of
regular donations
Convince donors that their regular donations to WELA
would help WELE continue
their work
Create ways to
amplify the
yearning of the
Nigerian Woman
Medium Amount ()
Television 10,000
Online 6,250
Radio 2,500
Activation 6,250
Total 25,000
Symposium:
Leverage on Barter from motivational speakers in
exchange for support
recognition
Put up WELA t-shirt for premium auction
Recruit ambassadors Visit recreational clubs
where our target audience
(well offs) are more
receptive to our cause
Campaign Execution
Emerging Media:
Upload videos of positive response form people who
have been recruited as
ambassadors on
www.welaonline.org
Put up videos of positive response from activations
done
Put up testimonial videos of past victims
Television:
Buy spots into News Hour Put up 5minute
documentary (e.g.
positive response of well-
offs to WELAs course; testimonials from past
victims about positive
impact of WELA in their
lives etc)
WELA logo flash and web scroll on screen
Media
Mix:Activation