Y E A H , I T ’ S G O I N G T O B E H O T !

T H E C H A L L E N G E H O W T O P E R S U A D E P E O P L E T H AT T H E Y

C A N F I G H T A G A I N S T C O R R U P T I O N ?

H O L I D AY

F O R A L L

T H E M O N E Y

D O V Č A

Z A V Š E C H N Y

P R A C H Y

M E A N W H I L E I N T H E C Z E C H R E P U B L I C

O T H E R T O O L S

W E B / P R I N T / S U R P R I S E

T I M I N G & B U D G E T

A U T U M N

1 9 0 0 0 P O S T C A R D S , P R I N T

9 8 0 0 0 K Č

C O N V E R S I O N R A T E 2 . 5 %

H O L I D A Y F O R A L L T H E M O N E Y

Our challenge is to persuade

people that they can fight

against corruption. We have to

achieve at least 500 donors

and raise 500 000 Kč.

The subscribers of The Respekt or The

Forbes etc. will „mistakenly“ get a

postcard from Hawaii addressed to

anybody else. In which a man thanks to

his briber for the money and describes

how great it is on his holiday.

Specific target group which cares about the topic, timing of the campaign in autumn, a

very creative direct mail that encourages people to raise and support TI to tackle one

particular lawsuit, these are essence of our success. It’s enough to persuade just 2.5 %

of our target audience. Waw! Simple, effective and profitable within 100 000 Kč. And

what’s more, it can work in other countries where TI is based.

Actually, the postcard is a direct mail

from Transparency International. We

will bring corruption to people’s

homes via the postcard and show

them how it looks like if someone

abuses their money. The direct mail

encourages people to donate and

support TI to tackle one particular

lawsuit (the law about financing of

political parties). Anybody can fight

against corruption. Oh yeah!

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