Aljohara Shine

Final Project
Writing and Editing
Skills

INTRODUCTION

our community; our responsibility

THE PROBLEM

wareness campaign, by Ministry of Health, for

viromental responsibility in Aljohara Stadium, Jedda

CREATIVE BRIEF
Creative/ Strategic
Brief
Product/ Service
Awareness campaign in Aljohara stadium.
Objective
Stop guys who attend football matches in the stadium from throwing their garbage on the floor or leave it on their chairs, but throw it inside the basket
that are newly placed in front of each seat back.
Target Market
Males who watch the football game live from the stadium. Characteristics: either goes out of control easily or doesnt have manners.
Strategy?
Make the baskets easy to be found.
Proposition
Announcing about placing a plastic bag for rubbish in each back seat, so it makes it the easiest to be found and used.
Support
Magic word: NOW.
Starting with a teaser placed in the streets and the main idea inside the stadium.
Encouragement: winning a VIP ticket if the seat and place were free of wastes when they leave.
Competition
Extraordinary people who love to damage and not follow rules.
Spirit of excitement that would make watchers not focused. Arriving to the stadium late, so they wont stop for scanning the barcode.
Tone of voice
Exciting. Since its announcing about a new method that is not figured whats behind it.
Desired consumer response
Mandatory elements:

Follow the rule by throwing all their wastes in the green plastic bag that is placed in front of them.
Remove any rubbish they see since plastic bags are being everywhere.

The logo of the Saudi Ministry of health.

Media Requirement
Billboards and posters in social media.

WE WILL GO THROUGH:
CONCEPT
SHOW BRIEF
FLOOR PLAN

CONCEPT

UNIQUE AND OUTSTANDING IDEA .

136 Promoters they will have Al-Rabea Logo on front of the Stadium (Tifo)

CREATIVE CONCEPT THAT HAS BEEN IMPLEMENTED IN 1 MONTH .

LOOK FOR THE GREEN..

ticket for your next visit share us your opinion in a short video via

#GREEN_

This is the Green youre trying

to
find

#GREEN_HAND_BAND

TRASH BAGS

IDEA
60,000 Seats = 400 Seats
per 1 promoter

Audience will
see the logo
and messages
from the back
of the seats

SUPPORTERS

SUPPORTERS

SAMPLE AL-RABEA TEA

VIP Entrances

136 Promoters Sitting

Gate 1

Entrances
+
Exits

Gate 6

Gate 2

200 Promoters .
6 Supervisors
Manger (+)
Gate 3

Gate 5

Gate 4

FLOOR PLAN

Hala Qudos

We Appreciate
Your Attention

Adila Alamoudi

And happily want to

answer your Qs