GIRO FOR PEOPLE TO DONATE TO THE REFUGEES IN AFRICA

JVM STAY B.V.

STAY, WE WILL PAY!

OUR CAMPAIGN:

COMMUNICATIONS OBJECTIVE, TARGET AUDIENCE:

Our target audience is: dutch grown up people, which are willing to invest money
into africa and its refugees problem.
We are going for a mood and tone that appeals to the emotions of the observer.
Format and concept:

Our target audience group is: dutch grown up people, which are willing to invest
money into africa and its refugees problem.
Our product is not original but it is something that is never enough around the
world. A good cause is their because a problem hasn't been solved yet.
Cause of the product: stopping the refugee crisis in Africa
The reason to keep them out: they are not in a dangerous war zone and are not
threatened. Dont get mixed up with economical migrants and war refugees

LOGO (YET TO BE DECIDED):

OR:

PEOPLE IN THE DARK WITH ONE PERSON LIT UP. (LIT UP PERSON HAS ALREADY DONATED)
OR:

A PNG IMAGE OF A FAMILY OF REFUGEES(SMILING), PASTED IN FRONT OF A REFUGEE CAMP

OR:
WE WANT YOU TO HELP THE REFUGEES(LIKE A REMAKE OF THE ONE USED IN THE SECOND
WORLD WAR)
OR:
JUST A SAD IMAGE OF A REFUGEE WITH THE NUMBER U HAVE TO CALL BELOW IT.

ALL OF OUR LOGOS WILL HAVE A BIG BANNER SAYING: THE NUMBER TO TEXT AND WEBSITE TO VISIT.

ADVERTISEMENT:

Pathos : make people afraid of what happens to refugees on boats.

logos facts about the refugees
ethos: play into people their character to make them feel bad when they do not
donate.
Use a emotional video to play into people their feelings.
PRESENTATION OF PROCESS

Use bright colours and also red and blue

Blue because it represents loyalty and friendliness
Red because it pops out and it creates a higher sense of urgency
on the people who have already donated(to another good cause). Commented [1]: uhm maar het is juist de bedoeling
Music used in the video: first sad while showing sad images, but then as we show om de ad op te zetten en bestaat dus nog niet, toch?

people donating and happy refugee faces the music gets happier. Commented [2]: dan aan andere goede doelen
gedoneert
EXPLAIN VIA PRESENTATION WHY IT IS SO IMPORTANT FOR PEOPLE TO DONATE, AND THEN BACK
IT UP WITH A VIDEO
SHOW EVIDENCE OF HOW IT COULD BE. BUILD UP SCHOOLS AND HOUSES IN AFRICA. X
SHOW EVIDENCE OF HOW IT COULD BE: A SAFE HAVEN FOR REFUGEES COMING FROM COUNTRIES
LIKE IRAQ. A CAMP LIKE THIS WOULD BE DEFENDED BY MILITARY FORCE AND SUPPLIED BY THE
MONEY RAISED THROUGH THE CAMPAIGN