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  • Leo Burnett TIE Presentation19.11.07

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    The International Exchange (aka TIE)
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    Chris spent a month in the North East of Brazil, working to develop a new communications campaign for an HIV/Aids NGO called Gestos, with their host agency Mart Pet. The brief from Gestos was to: ‘Create a communications plan for the launch of their 15th anniversary in 2008’, as well as to come up with ideas on how Gestos will get the funds to create and run it. Chris found the placement challenging, daunting at times, but overall extremely rewarding. He discovered more about the world of development, learned how to approach communications for HIV/Aids, stretched himself from a professional and personal point of view and created some fantastic work for the organisation.

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    Leo Burnett TIE Presentation19.11.07(2)

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    Chris spent a month in the North East of Brazil, working to develop a new communications campaign for an HIV/Aids NGO called Gestos, with their host agency Mart Pet. The brief from Gestos was to: ‘Create a communications plan for the launch of their 15th anniversary in 2008’, as well as to come up with ideas on how Gestos will get the funds to create and run it. Chris found the placement challenging, daunting at times, but overall extremely rewarding. He discovered more about the world of development, learned how to approach communications for HIV/Aids, stretched himself from a professional and personal point of view and created some fantastic work for the organisation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    60 views45 pages

    Leo Burnett TIE Presentation19.11.07

    Uploaded by

    The International Exchange (aka TIE)
    Chris spent a month in the North East of Brazil, working to develop a new communications campaign for an HIV/Aids NGO called Gestos, with their host agency Mart Pet. The brief from Gestos was to: ‘Create a communications plan for the launch of their 15th anniversary in 2008’, as well as to come up with ideas on how Gestos will get the funds to create and run it. Chris found the placement challenging, daunting at times, but overall extremely rewarding. He discovered more about the world of development, learned how to approach communications for HIV/Aids, stretched himself from a professional and personal point of view and created some fantastic work for the organisation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 45

    TIE Placement

    October 2007
    W
    H
    295 Dragao do Mar
    Philippa & Rachael
    Alessandra
    Marcelo
    TIE Objective
    1. Create a communications plan for the
    launch of the 15th anniversary of Gestos
    in 2008.

    2. Come up with ways to get funding for it


    But things changed when I started
    talking to people…
    What do the people of
    Pernambuco think about
    those living with AIDS?
    Cazuza
    Cazuza
    But why is discrimination
    significant in relation to AIDS?
    “Early Detection. Early Response”
    Dr Larry Brilliant
    Challenge

    Get: The People of Pernambuco

    To: Rethink the way they discriminate


    against people living with AIDS

    By: Confronting their prejudices


    Proposition:
    Give your respect to
    people living with AIDS
    A cultural insight

    There are lots of people


    asking for money….

    Selling sweets, busking,


    begging, performing,
    cleaning car windows
    People think they have
    to give money to help
    The Creative Idea

    Your respect is the most valuable


    thing you can give to people living
    with AIDS
    Considerations for the work

    Tonality
    Points of Tension
    Production Costs
    Scalable
    Rights Based Approach
    The Creative
    “I’m living with
    AIDS…
    But I don’t want your
    money…
    …I just want you to
    show you care”

    Super: “Embrace the fight and


    the people who live with AIDS”
    People who live with AIDS don’t want your charity.
    They only want you to show you care.
    For someone who lives with AIDS,
    the most valuable thing you can give is your support.
    ‘Jobs are hard to find, so I’m selling sweets for 1R$.
    Thank you for your time and help.’
    Take these sweets and don’t leave money.
    People who live with AIDS only want your
    respect.
    I’m living with AIDS.
    Give your money to others.
    I only want your respect.
    Donate your money to other causes.
    For people who live with AIDS,
    the most valuable thing you can give is
    your support.
    Part 2
    Raising funds
    “Life shrinks or expands
    depending on one’s courage”
    Anais Nin

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