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Yl2013media 04 havas

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YoungLionsCZ
YoungLionsCZ

Transparency International aimed to raise awareness of corruption in the Czech Republic and gain 500 new donors. Their campaign involved direct mail letters to businessmen, replacing flags at corrupt institutions with white "surrender" flags, launching a microsite where users could report corrupt vs. transparent institutions and donate, and promoting these activities through PR to inspire public involvement in fighting corruption through displaying the Transparency International flag. The budget was 100,000 CZK split among direct mail, guerilla actions, microsite, and PR.

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Transparency International 500 new donors / 1.000 CZK each Corruption in the Czech republic Year 2013 100.000 CZK CLIENT CHALLENGE PROBLEM TIMING BUDGET
Level of corruption is one of the highest in Europe Czech people perceive corruption as common (80%) People resigned to fight against corruption They don´t believe they have power to change it But if we don´t manage to do anything, nothing will happen… INSIGHT
Don´t give up the fight against corruption.MESSAGE
Businessmen living in Prague 1.000 direct-mails Letter and white flag Don´t give up by waving a white flag DIRECT MAIL TARGET GROUP AMOUNT CONTENT MESSAGE
Yl2013media 04 havas
Czech institutions hoist the national flag Selection of state owned companies and institutions linked to corruption Replacing national flags with white flags to show that they gave up the fight GUERILLA
Based on Google Maps Users can mark corrupted institutions with white flag and non-corrupted with TI flag Users can donate money or become members Users can order TI flag MICROSITE
Medializing information about guerilla and microsite Using free off-line and on-line media Sharing via Facebook etc. PR
People could hoist TI flag, new members get it for free On-line sharing and engagement PUBLIC INVOLVEMENT
100.000 CZK 50.000 CZK 15.000 CZK 35.000 CZK BUDGET DIRECT-MAIL GUERILLA MICROSITE
People get used to corruption Don´t give up the fight against corruption White flag / TI flag Direct-mail, guerilla, microsite, PR 500 new donors + public movement SUMMARY PROBLEM MESSAGE SYMBOL MEDIA GOAL

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Yl2013media 04 havas

  • 1. Transparency International 500 new donors / 1.000 CZK each Corruption in the Czech republic Year 2013 100.000 CZK CLIENT CHALLENGE PROBLEM TIMING BUDGET
  • 2. Level of corruption is one of the highest in Europe Czech people perceive corruption as common (80%) People resigned to fight against corruption They don´t believe they have power to change it But if we don´t manage to do anything, nothing will happen… INSIGHT
  • 3. Don´t give up the fight against corruption.MESSAGE
  • 4. Businessmen living in Prague 1.000 direct-mails Letter and white flag Don´t give up by waving a white flag DIRECT MAIL TARGET GROUP AMOUNT CONTENT MESSAGE
  • 6. Czech institutions hoist the national flag Selection of state owned companies and institutions linked to corruption Replacing national flags with white flags to show that they gave up the fight GUERILLA
  • 7. Based on Google Maps Users can mark corrupted institutions with white flag and non-corrupted with TI flag Users can donate money or become members Users can order TI flag MICROSITE
  • 8. Medializing information about guerilla and microsite Using free off-line and on-line media Sharing via Facebook etc. PR
  • 9. People could hoist TI flag, new members get it for free On-line sharing and engagement PUBLIC INVOLVEMENT
  • 10. 100.000 CZK 50.000 CZK 15.000 CZK 35.000 CZK BUDGET DIRECT-MAIL GUERILLA MICROSITE
  • 11. People get used to corruption Don´t give up the fight against corruption White flag / TI flag Direct-mail, guerilla, microsite, PR 500 new donors + public movement SUMMARY PROBLEM MESSAGE SYMBOL MEDIA GOAL