THE PROBLEM

The thing is, they

don‘t believe that the corruption could be dealt with.

95% of people

dislike corruption.

THE CHALLENGE

To convince people that Transparency International is succesful in

fighting corruption.

To give them reason

to donate to TIand not some other NGO or charity

THE INSIGHTWhy people donate charities? They feel compassion and

donation gives them good feeling.

They don‘t see the point in giving money to corruption-fighters – they just dont get the „good, warm feeling“

THE REASON TO BELIEVEWith your 1000 crowns, you may help TI saving billions by unfolding corrupt activities.

That means more money for

people who needs them

IN OTHER WORDS

Less of useless spending

Less corruption

Lower taxes Utilised spending

Everyone benefits The „less fortunate“ benefits

THE MEANS

Satisfaction Give them a good feeling

Humor In Czech, people like to laugh even to serious issues

Curiosity What‘s inside this nice box?

THE WINE BOX

Box of wine is the notorious symbol of corruption in Czech Rep.

Made by handicapped people in protected workshop

BOX CONTENTReason to believeTI‘s previous successesHow to donate

THE DISTRIBUTION

Directed distribution & PR Utilizing TI Club members

Mass distribution engaging TA at relevant places

THE SUMMARYPeople think they can´t do anything about corruption

they rather donate to charities for

good, warm feeling

we‘ll use the humor, give

them satisfaction and spark

their curiosity with wine box

we have to give them reason

why to donate to Transparency International

using owned sources, we will

share the message among target audience

the reason is that their donation benefits the whole society in the end