TIE Placement

1
(No Transcript)
2
Agenda

• Background
• Plan
• Placement
• Objectives of the placement
• Personal objectives
• Agency objectives
• The project
• Background
• Project objective
• Creative
• Outcomes

3
Background - Plan

• Plan is a non-governmental organisation created
  in 1937, now working in 66 countries across the
  world.
• Through its field work, Plan assists over 1.2
  million children in the world, relying on the
  support of more than 1 million individual donors.
  
• Established in Brazil in 1997, Plan now sponsors
  about 22,000 children.
• This sponsorship is used to develop projects in
  local communities.

4
Background - Plan

• Approach
• Plans child centred community development is a
  rights based approach in which children, families
  and communities are active participants in their
  own development.
• They believe this approach enhances the
  opportunities to work together with the
  community, to address the structural causes and
  consequences of child poverty at all levels.

5
Background Placement

• Based in Recife, Brazil for 1 month starting on
  1st November 1st December 2007
• The original purpose of this communications
  project was to promote Projecto Comunicando os
  directos da crianca e do adolescente
  (communicating Childrens rights) within the
  municipality of Cabo

6
Communicating Childrens Rights

• In 2004 the project was set up with 90 teenagers
  between 12 to 18 years old, from Cabo de Santo
  Agostino, NE Brazil.
• The programme was designed to promote the rights
  of children by using audio-visual, radio
  journalism and radio theatre workshops.
• Themes that are covered by the project include
• Violence in the community
• Violence in school
• Young pregnancy
• Domestic violence
• Street children
• Sexual exploitation and abuse

7
Objectives of the Placement
8
Personal Objectives

• Work on something really worthwhile
• Help a company that has limited knowledge and
  understanding of communications
• Expand my own skills

9
WK Objectives

• To help make truly meaningful contributions to
  communities or organisations that could really
  use the skills that we have to offer.
• Developing the breadth and richness of experience
  of our people both in professional and personal
  terms.

10
The Project
11
Background

• The original brief for the placement was to
  promote the Communicating Childrens Rights
  project itself.
• However, after some initial discussions it became
  clear the task was much larger than this.
• We needed to ensure a wider understanding of, and
  interest in, Childrens Rights as a whole.
• We agreed we would achieve this by using the
  Rights project and the youth who have already
  taken part in the scheme.

12
Project Objectives

• Plans objective
• Promoting the Rights of Children and Adolescents
• Communications objective
• Raise awareness and generate interest in
  Childrens Rights in the municipality of Cabo

13
Target Audience

• The youth of Cabo de Santo Agostino, along with
  their families

14
Other areas to consider
15
What is Plan?

• There was some confusion within Cabo as to who or
  what Plan is
• Therefore, each communications project needed to
  start to build a picture of Plans role within
  the community

16
Talkability

• By communicating childrens rights we are
  discussing difficult or uncomfortable subjects
  people would often rather ignore
• We needed to make the topic interesting
• Generate word of mouth
• Raise awareness
• Inspire people to want to get involved

17
Recommendations

• We proposed to start with an event
• Kick start the communications process
• Raise awareness quickly to a wide number of
  people
• Cool enough that people want to attend

18
Film festival

• We recommended that we hold a film festival
• Film is universally enjoyed and a great way to
  encourage the maximum number of people to attend
  the event
• It also allowed us to use the assets we already
  have (the films the children have produced)
• Lastly, this event has enough scope to promote
  all of the key elements
• Plan
• Childrens rights topics
• The Communicating Childrens Rights project and
  the children who have already taken part

19
Film festival

• The evening starts with an introduction to Plan
  International
• Thus starting to explain the role of Plan within
  the municipality of Cabo

20
Film festival

• The second part of the evening focuses on the key
  childrens rights topics
• 1 short film from the Projecto Comunicando os
  directos da crianca e do adolescente shown per
  night
• Also promotes the youth that have created these
  films

21
Film festival

• To ensure the messages are clear, a debate on
  childrens rights will take place after these
  initial videos
• Interesting speakers from the area will
  facilitate
• Cinematographers
• Writers
• Musicians

22
Film festival

• To ensure maximum attendance we wanted the event
  to have some element of entertainment
• So, for the final part of the programme we will
  show a Brazilian feature film
• Local sponsors to provide free food and
  non-alcoholic drinks e.g.
• Popcorn
• Succos
• Sweets

23
Creative Development
24
Creative Development

• The creative team wanted to develop work that
  would stand out but was also reflective of the
  people who lived in Cabo
• Their concern was that any advertising which was
  too sophisticated would not speak to the
  community
• It needed to be simple, taking references from
  graffiti and hip hop graphic styles from the
  local area

25
Creative

• The creative will be distributed in and around
  Cabo
• In schools
• Internet cafes
• Community centres
• Outside supermarkets
• On the local radio

26
References
27
(No Transcript)
28
(No Transcript)
29
Creative
30
Event Logo Copy A new view
31
(No Transcript)
32
Main Poster Copy Plan brings cinema to you
33
Poster for schools Copy Your homework is to go
to the cinema
34
Flyer
35
Fly poster Copy Dont go home go to the Cinema
36
Bus back
37
Outdoor
38
Internet cafe
39
Microsite home page
40
(No Transcript)
41
Programme
42
Outcomes
43
Outcomes

• The event will be promoted for two weeks post
  carnival across the entire municipality of Cabo
• The event itself will take place each evening
  between 27th and 29th February 2008

44
Outcomes

• I believe that my personal and agency objectives
  have been met
• But most importantly, Plan have realised the need
  to add a communications element to each of their
  projects
• And the need to communicate who they are as an
  organisation more effectively