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5305010134 Gayoung kim Only 1% of earth’s water is drinkable Well-building : $7,000 Well-repairing...
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Transcript of 5305010134 Gayoung kim Only 1% of earth’s water is drinkable Well-building : $7,000 Well-repairing...
Clean Drinking Water for
Africa
5305010134Gayoung kim
Only 1% of earth’s water is drinkable
Well-building : $7,000Well-repairing : $3,000Publicity Budget : $5,000
Donation project
Background
Despite the fact that the access to safe
drinking water was declared a human right
in 2011, UN says that 800 million people
worldwide still do not have
access to clean drinking water.
Particularly in Africa,
this is a major problem.
Background
Only 12 per cent of the rural households in Kenya
are connected to piped water, in Burundi the es-
timated connection rate is less than 40 per cent.
The majority of the rural population must fetch
the amount of water needed a day from rivers
and lakes that are often polluted causing dis-
eases such as diarrhea.
In Africa, every day thousands of people still die
from diarrhea diseases, particularly children.
Since 2008, the Global Nature Fund,
in conjunction with its local partners, provides
clean drinking water to undersupplied regions in
Kenya, Burundi and Ivory Coast.
Up to now, in Kenya 4500 schoolchildren and or-
phans at six locations are supplied with water.
Background
Currently, in the communities of Kandara and Gitune
drinking water facilities are being built. Sky Hydrant wa-
ter filtration units filter surface water taken from nearby
bodies of water.
One filter system produces approximately 700 liters of
clean drinking water per hour. The clean water is stored
in closed tanks and made available to the local people
at a low price. Proceeds are used for the technical ser-
vice and maintenance of the water filtration system.
Background
Product : Well-building & Well-repairing
Price :
Well-building (Average cost per well is
$7,000)
Well-repairing (Approximately $3,000)
Background
• Donate to : Global Nature Fund (GNF)
• GLS-Gemeinschaftsbank, Bochum, Germany
IBAN DE 53 4306 0967 8040 4160 00
(Account no. 80 40 41 60 00)
• BIC GENODEM1GLS (BLZ : 430 609 67)
• Phone (+49-(0) 77 32 – 99 95 - 85)
• Email : [email protected]
• Website : www.globalnature.org
Background
Positioning
1. Awareness of the situation that peo-ple encounter with water in Africa.
2. To be viewed this campaign as our re-sponsibility for the people in Africa
3. Focus on human right and earn hap-piness through sharing love.
Target Audience
Primary :
People who are in the high class.
Developed countries such as German,
England, France, Japan, and USA.
Women who have children.
Target Audience
Secondary :
Students who live in the developed
countries.
Elementary, middle, high school, and col-
lege students for educational purpose.
Key Communications
• Product : Well-building and well-repairing for clean drinking water
• Price : There are many variables in the price of a well. The cost of a
well depends on materials, labor wages, and depth of the well,
type of pump and remoteness of the village. These are all relative
fixtures.
• Well-building : $7,000
• Well-repairing : $3,000
Key Communications
In Burundi, in the regions of Kagwema and Rukaramu, several
wells were put into operation again, and the pumped ground water
is filtered.
Over 5,000 people, among them many school kids are finally sup-
plied with clean drinking water.
Another 20 wells are currently being repaired in the regions of Man
and N’zi Comoé in Ivory Coast. Since 2011, 22 wells have been re-
paired and thanks to the successful project over 12,000 people en-
joy safe water.
Key Communications
One example of how different geography can dramatically change the game,
some wells must be over 900 feet deep. This introduces all kinds of chal-
lenge and expense. First, a much larger drill rig, truck and crew are
needed to actually drill the hole. It can take many days. Then, because the
water is so deep, a motorized pump must be installed. The water is simply
too heavy to lift from that depth with a hand pump. Diesel generators,
large electric pumps, piping, storage tanks and housing for it all can drive
the cost up to $30.000 or more. But, since these very large systems serve
so many people, they are still quite cost effective. In fact, some of these
large systems can serve over 3,000 people! We only partner with estab-
lished drillers with a lot of experience for these complicated projects.
PR Objectives
1) To be donated for well-building and well-repairing.
2) To improve the amount and quality of water accessi-
ble to African globally.
3) To improve safe drinking water by well-building and
well-repairing for remote communities in Africa.
4) To be aware of problems of access clean water.
5) To grant the right to access clean water.
PR Strategy 1Customer & Distributor & manufac-
turer Donation campaign
When people buy this bottle of water, peo-
ple could donate more than this price of
product.
For example, if someone pays 20 baht
more, distributor and manufacturer pay
20baht each.
Then customer, distributor, and manufac-
turer donate 60 baht for a bottle of water.
Liaise for a sponsor such as 7/11, family
mart, Bic C. Inducing public participation
with this campaign.
PR Strategy 2
Education
Send lecturer to schools and colleges, and teach to
students about why Clean Drinking Water for Africa
campaign has to be aware. Attract voluntary dona-
tion from students.
Hold seminar to target audience. Attract voluntary
donation from audiences.
Target Press
• Magazine
• YouTube – Making impressive video, and share to
• Make brochures, and install brochures in the
schools and colleges.
• Provide public advertisement
PR IdeasPR IDEAS RATIONALE TARGET
MEDIACOST
•Customer & Distributor & manufacturer Donation campaign
•Customer & distributor & manufacturer donate together and make big synergy. •When people buy this bottle of water, people could do-nate more than this price of product. For example, if someone pays 20 baht more, distribu-tor and manufacturer pay 20baht each.Then customer, distributor, and manufacturer donate 60 baht for a bottle of water.
• Poster• Magazine• News pa-
per
$ 500~
$1,000
PR IdeasPR IDEAS RATIONALE TARGET
MEDIACOST
•Education•Hold seminars
•Advertise in teacher’s website to gather who is interested in this seminar.•Advertise in NGO’s website to gather who is interested in this seminar.•Raising contributions from this seminar. •Teach them why Africa countries need wells, and information of water shortage in Africa.
• Teacher’s web-site
• NGO’s website
• Magazine
• Make brochures, and install brochures in the schools and col-leges.
$1,000(Recruit volunte
ers)
PR Ideas
PR IDEAS RATIONALE TARGET MEDIA
COST
•Using SNS •Through SNS, spread about current situation in the Africa, and attract voluntary donation from people who is interested in donation for Africa•Making impressive video•Emphasize that sharing makes people happy, and consistent concern and keen interest are needed to Africa.
• YouTube• FaceBook• Twitter
$500~$1,500
Promotional Partners
• Manufacturers, Distributor : Liaise for a sponsor• FaceBook, Twitter, YouTube• Teachers• NGO• Schools and Colleges• Broadcast