SocioCamp 2013

First Round Brief

Scenario: Sun Valley University (SVU) is one of the most renowned private universities in Bangladesh offering under graduate degree to its students in concentrations on Business Administrations, Economics, Computer Science & Engineering, English, Architecture and Pharmacy. Currently, the University has over 15,000 stude nts. The volume as it suggests, the students come from different regions from all over Bangladesh with distinct sub-culture, educational background, financial status, etc. Being one the most premium universities in Bangladesh, it has the highest tuition fees in the country. However, the SVU gives a lot of financial AID to the financial vulnerable students. SV Us pride has always been its quality students , western curriculums and for being a truly global university. But being global and picking up western system comes with a price. The university is not only known for its western educational curriculums and very bright students but also for picking up western lifestyle, progressive free mixing with the opposite genders and for consuming harmful substances by the students.

Background and profiling of the students with issues (target groups)

High Income & Family Problems 15% of the SVU students who comes from a high income family. In most cases both of their parents are working professionals. From their childhood they were raised by either their grand-parents or house maids. They hardly got time to meet their parents in the dinner table as a family when they were growing us as a teenager . Their parents have either extramarital issues or drinking problem s. Some of the fathers even beat up their wives (students mother) . Seeing all these, the students are very stress ed with their lives and cannot concentrate in studies. They are either picking up drinking & drugs and many engaging into pre-marital unprotective sex.

Low Income, financial and sociological problems 25% of the SVU students who comes from middle income or lower middle income family, their fathers are mostly working and mother is a home -maker. They come from a very traditional family. Their fathers are very hard working, but finding it very difficult to meet the monthly expenses. The fathers in many occasions have to take loans from banks/relative/friends to pay for their sons/daughters tuition fees at the Sun Valley University. These financial problems lead to different domestic violence at home. Most of the times, the mother is the victim. These students are finding it really hard to deal these financial problems and the fights at home, thus find it difficult to concentrate at University . This not end to the stress, they also have to juggle with part-time jobs and very demanding boyfriends/girlfriends who complains about not giving enough time.

Lost in translation and distraction 10% of the SVU students who gets into this university for the name and fame , they spend the first year with bare minimum studies and are too distracted with friends, parties and other extra- curricular activities. And many of them cant cope up with the intensity of the education level of the university. Their CGPA is below the required limits of the university and they know that they will be asked to leave the university anytime.

Side effect of love 40% of the SVU students get into relationship with someone in SVU. From them 70% relationships lead to break up because the students find better partners or they get bored with one partner or the lack of loyalty, moral & ethic among the couples or disparity in the socio-economic class of the couples. On a given time, 4,200 students of SVU is a victim of break-ups. And some even get pregnant due to pre-marital sex and they dont know who to talk to. Currently, break-ups and premarital sexual activities are the major reasons for stress among the students of SVU.

Problems More than 50% of the students of SVU are going through some kind of social problems. Due to these stress the students are: Unable to concentrate on studies and part-time jobs/teachings (if any) Taking up alcohols and drugs Picking up fights Experiencing inferiority complex among materialist environments and friends Having relationship problems with parents, boyfriends/girlfriends

The SVU recognized these growing problems and they have appointed a counselor to help these students. He is a professional psychiatrist who specializes in youth related anxiety and social problems. But for SVU, there is a major problem. Barely any students goes to the psychiatrist with their problems as many see a psychiatrist as a doctor who treats mad people and there is a social stigma associated with anyone going to a psychiatrist. Therefore, the university wants to start a hotline student counseling service where students can call in without disclosing their identity. Any student can now call 01711228870 and talk to the counselor by calling the hotline.

*This is a fiction case made for the sole purpose of the competition and it doesnt refer to any actual university.

The campaign
Information required for communications materials: Promote the hotline number 01711228870 and the psychiatrists office address and visiting hours: Dr. Syed G. Dastagir PHD, MRCP, FRCP (USA) Student Counselor, Sun Valley University Room: NAC 007 Hotline: 01711228870 (Call hours: 5 PM 9 PM) Visiting & Hours: 9 AM 5 PM (Only appointments)

Objective: To prepare social advertising campaign among the students of SVU to break social stigma of going to the University Student Counselor Dr. Dastagir and to promote the new hotline number where the students can call in without disclosing their identity identity.

Requirements: Maximum of 10 slides PPT file (including Title slide and name of the team) Any communications materials can be given on separate attachment which cannot be shown or presented on a PPT.

Submit it to: sociocamp2013@live.com with subject: Knock-Out 1st Round <space> Team Name