Diapositiva 1

1
COMUNICACIÓN INTEGRAL
2
WHO WE ARE

• Communication Agency
• 10 years in business
• National International Recognition
• Experience with commercial and political
  marketing strategies

3
BACKGROUND

• The proposal is to create print and radio
  advertisements to motivate the public to
  participate in the fight against crime
• The print and radio advertisements should
  motivate the public to call 911 when they witness
  a crime or when they are a victim of a crime

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CONCLUSIONS

• Considering the fact that the group has a limited
  budget, we recommend radio advertisements and
  print advertisements that can be published in
  local newspapers and printed as flyers

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CONCLUSIONS

• The radio advertisements will use standard
  Spanish and mention actual places in Sussex
  County
• The print advertisements will use simple logos
  which will make it easy to print the message in
  newspapers and on flyers

6
CONCLUSIONS

• Criminals who prey on immigrants know that they
  are afraid to call the police. For this reason
  it is even more crucial to motivate the public to
  call 911 to report a crime and emphasize the fact
  that the Police is NOT Immigration
• In addition to the issue of immigration, there
  are many other reasons why immigrants do not call
  911 language barriers, distrust of the police
  in their own country, and fear of retribution if
  they report a crime

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CONCLUSIONS

• Included in this proposal is the idea of
  solidarity in the Hispanic community, which is
  widely recognized as an effective way to motivate
  the Hispanic community to participate in an
  initiative

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AVISO 1
MANOS

• A hand that signals STOP is our logo
• The hand without a face also communicates
  confidentiality to the public
• In the Hispanic culture, to give a hand
  symbolizes Solidarity. This is the idea that the
  problems that affect the community should be
  solved by the community

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AVISO 1
MANOS

• The message is simple and concise
• The word STOP is written in English, Spanish, and
  the most common dialects of Nahautl from Mexico,
  Kiche and Mam from Guatemala, and MisKito from
  Nicaragua
• The message includes calling 911 and reinforces
  the fact that the Police is NOT Immigration

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AVISO 1
MANOS
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AVISO 1
MANOS BLANCO
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AVISO 1
MANOSINGLES
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AVISO 2
TELEFONO

• A hand that is holding a telephone can also serve
  as a powerful logo and communicate the idea of
  confidentiality and the central of concept of
  solidarity
• This message emphasizes more of a call to action
  Call Now
• We have included a more urgent message which
  reminds them that they could be a possible victim

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AVISO 2
TELEFONO
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AVISO 2
TELEFONO INGLES
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AVISOS ALTERNATIVOS

• In order to complement the first advertisements
  and maintain the creative elements of the
  campaign, we have created 2 additional
  advertisements that maintain the same the
  elements and reinforce the principal messages

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AVISO ALT 1
TU PODRIAS
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AVISO ALT 1
TU PODRIAS INGLES
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AVISO ALT 2
PARE
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AVISO ALT 2
STOP INGLES
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CUÑA 1
VICTIMA

• The scripts would use testimonials
• It is important to have more than one so the
  community understands that this is not an
  isolated problem
• The script would be narrated by experienced radio
  professionals

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CUÑA 1
VICTIMA

• The first script would introduce a victim who is
  extremely thankful to the anonymous person who
  helped her by calling the police
• With this script, the message of solidarity and
  the importance of calling 911 is reinforced

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• VOZ MUJER Uno cree que nunca le va a pasar.
• SFX ECO ( QUE NUNCA LE VA A PASAR)
• VOZ MUJER Salía de la farmacia en Georgetown,
  eran las siete de la noche, mientras
  caminaba, unos delincuentes se acercaron me
  empujaron, me golpearon y robaron mi dinero.
• Alguien llamo al nueve once.
• SFX TONO DE MARCACION
• VOZ INGLES Nine, one , one what is your
  emergency?
• VOZ LATINA Español, español
• VOZ MUJER La Policía llegó me auxilio y ahora
  los ladrones están presos.
• Luego supe que fue un vecino quien me dio
  una mano
• SFX ECO ( ME DIO UNA MANO)
• VOZ MUJER Donde este... Muchas gracias
• LOC ISNT DANOS UNA MANO PARA DETENER LA
  DELINCUENCIA
• Si eres una víctima o un testigo
• LLAMA AL 911
• ALGUIEN QUE HABLA TU IDIOMA TE AYUDARA
• Llama al 911
• LA POLICIA NO ES IMIGRACION

CUÑA 1
VICTIMA
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CUÑA 2
CELEBRITY

• Considering the fear factor that we have
  mentioned, it would be important to have a
  community leader (priest, teacher, or
  recognizable voice) in the 2nd script who asks
  the public to help out by calling 911
• The key is to hear a familiar voice who
  encourages the public to stop crime by calling
  911

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• VOZ Rafael Hola soy Rafael
• mucha gente de nuestra comunidad es víctima
  de la delincuencia todos los días.
• Los delincuentes saben que el indocumentado
  no llama al 911 por temor a la deportación
• Quiero decirte que la POLICIA NO ES
  MIGRACION.
• Pídele a tu familia a tu amigo o a tu vecino
  que nos den una mano para detener a la
  Delincuencia.
• La policía está para ayudarte. LLAMA AL 911
• SFX TONO DE MARCACION
• VOZ INGLES Nine, one, one what is your
  emergency?
• VOZ HOMBRE Di español y alguien que habla tu
  idioma te ayudará.
• Recuerda llama al 911
• Muchos te lo van a agradecer

CUÑA 2
CELEBRITY
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CUÑA 3
LLAMADA

• The 3rd radio script is essential to drive the
  message home by giving a testimonial of a witness
  who speaks directly to the public, addresses
  their fear of reporting a crime, and reassures
  them it is the right thing to do to call 911

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• VOZ HOMBRE Hace poco yo fui testigo de una
  violación Yo soy indocumentado, pero solo de
  pensar que esa persona podía ser mi hermana,
  me arriesgue y llame al 911.
• SFX TONO DE MARCACION
• VOZ INGLES Nine, one, one what is your
  emergency ?
• VOZ LATINA Español, español
• VOZ HOMBRE La policía llegó rápidamente y se
  llevaron a esos abusadores, gracias a Dios
  todo está bien y a mi no me paso nada, sigo
  aquí .
• Solo espero que cuando me toque a mi,
  alguien también me de una mano
• LOC INST DANOS UNA MANO PARA DETENER LA
  DELINCUENCIA
• SI ERES VICTIMA O TESTIGO LLAMA AL 911
• ALGUIEN QUE HABLA TU IDIOMA TE AYUDARA
• LLAMA AL 911
• RECUERDA LA POLICIA NO ES MIGRACION

CUÑA 3
LLAMADA
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In CONCLUSION

• The success of any publicity campaign has 2
  phases
• The creative phase designing the logo
  composing the message
• The distribution phase deciding how to reach
  your target audience
• Good Luck and Thank You Very Much