- A proposal by the Pimpsons

AGENDA

Brief

Environmental Audit-SWOT Analysis-Competitor Audit-Target Audience- Consumer Audit-Digital Audit

Learning Slide

SMART Objectives PR Approach

Key Message

Timeline

Planning and Activities

Crisis Management Media Universe

About your company

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60% of the people have a keen interest in donating their liver or that of their family members after their death, but don't have an idea how to.

We aim to spread awareness about NLF and its activities through various seminars and activities over a course of six months, so that, the general public is able to associate liver diseases and it's treatment with NLF.

The problems that we might face during this endeavour is the utter lack of knowledge in people regarding the treatment and the existence of NLF.

15,000 people die due to liver diseases each year according to a recent research published by The Telegraph. 10,000 of them aren't even aware of the various liver foundations in India, that provide support to liver patients.

BRIEF

ENVIRONMENT AUDIT

An Environmental Audit is basically an assessment of the extent to which an organization i.e., National Liver Foundation, is observing practices that seek to minimize harm to the environment. According to the PESTLE analysis, the factors affecting and influencing National Liver Foundation are political, social and economic.

PESTEL ANALYSIS

Politica

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Social

Economic

1. Since it's a NGO that is looking to support those suffering from liver diseases and their families, it attracts a lot of volunteers, from various walks of life, mostly the youth and from upper class families, so as a result expenses are shot down.

2. All the donations given to NLF are tax exempted.

3. Stable sources of finances.

1.Lack of funds, so budget is limited.

2. There is no return on investment.

3. Weak management.

4. Lack of systematic operation in the organization

5. Gaps in co-ordination

SWOT ANALYSIS

1. Any grants or donation from the government/private agency is an opportunity.

2. Alliances with other organizations, commercial business or other NGO's

3. Good response from the public.

4. Support from donor agencies.

1. Vulnerable to economic crisis's.

2. Lack of interest and attitude problems of the general public.

3. Sustainability problems due to lack of funding.

4. Anti- Ngo approaches by media and advocacy organizations.

SWOT ANALYSIS

COMPETITOR AUDIT

TARGET AUDIENCE

We target masses of all age groups as awareness about liver problems and its treatment is necessary for all ages.

CONSUMER AUDIT

Causes of liver diseases

Alcohol

Smoking

Toxins and Drugs

2. 95% people believed that alcohol was the main cause of liver diseases.

3. Only 40% were aware about vaccinations for liver diseases.

4.60% of the respondents were aware of liver diseases among children

1.Only 20% were aware of National Liver foundation through relatives who were suffering from liver problems.

According to the survey conducted,

Social Media

YouTube

MySpace

Google+

Tumblr

edin

Facebook

MySpace

Google+

DIGITAL AUDIT

• Their official Facebook page of National Liver Foundation has a mere 19 likes with little or no activity.

• They don't have any presence on Twitter.

• Though, their website is high on information but it isn't user friendly at all.

• Their global rank is 6,010,381.

• The estimated percentage of global internet users who visit the website is 0.000017%.

Source: www.alexa.com

LEARNING SLIDE

The irregularity of

funding is also a

major concern.

From all the above audits and SWOT analysis, we have come to the conclusion that even though NLF as an NGO does it's best to provide support to the people suffering from liver diseases but yet, people are not aware of it's existence. And, hence our immediate aim is to spread awareness not only about the liver diseases, but also about NLF itself and the tremendous work that it's doing to prevent any liver related diseases.

SMART OBJECTIVES

S M A R T Our immediate aim is to spread awareness amongst the general public about NLF and the work that it has been doing in the filed of liver treatment.We aim to make it well known and more user friendly than other NGO'S in Mumbai.

We'll be able to measure our goals by means of Facebook likes, Twitter contests participation and record of people whose treatment has been supported by NLF.

Six months might not be enough time to make sure all the above goals are met, but we guarantee that it will likely be met in the near future. 

Six months. Starting from August and ending on January.

Apart from spreading awareness we're also looking at increasing the number of volunteers and liver donors. We're also banking on parents to educate their children about the disadvantages of alcohol and how it affects the liver and to make sure that their kids are vaccinated.

PR APPROACH

•Our PR approach for NLF will be based on Recall and Increasing our brand audience.

•The aim is to make people associate liver diseases and it's treatment with National Liver Foundation.

A P P R 0 A C H

P R

KEY MESSAGE

The activities and the events that we've planned in the course of six months will focus on spreading awareness to the public about liver diseases and the work that NLF is doing to prevent it.

August

September

October

November December

January

6 Month Plan

TIMELINE

1. Organize a press conference to declare face of the NGO.

2. World hepatitis day- Akshay Kumar will play in KBC

3.Inked campaign4. Seminars and

workshops in medical institutions etc

8.Charity dinner and musical night.

10. ‘Peddle it’ rally.

9.Christ ‘mast’ event.

5. Viral video event6.Street play7. Auto rickshaw poster campaign

PLANNING AND ACTIVITIES

AUGUST SEPTEMBER

1. Press ConferenceThis will be a press conference wherein National liver foundation will introduce Akshay Kumar as its Brand Ambassador (Face). It will basically be addressed by the media professionals, Celebrities

2. World Hepatitis DayAuto Rickshaw Poster CampaignThis will again be an awareness drive where our team will put up posters behind auto rickshaws in the city. This poster will contain messages regarding the donation of liver and how donating a liver after you die can save a life.

3.Inked This will be a campaign where a message will be printed on the back of the BEST and railway tickets. A message which will be an eye opener to the masses. As a large number of people travel by BEST busses every day we believe it will be of great help to spread awareness which is our main aim.

4. As KBC’s 6th season starts, on the 7 September, 2012 which we assume to be observed as the world hepatitis day, we will ask Akshay Kumar to play the game and donate the amount to NLF. Charity starts at home after all. This will be a fund raiser event where the entire amount received will be used for the treatment and transplant of liver.

5. Look who’s talking?-Workshop\ SeminarIt is very necessary for the youth to be well informed about the Liver diseases and the causes, symptoms and treatment for the same. Our team will organize seminars and workshops for the medical students where in famous doctors and medical professionals will be invited to share their knowledge and experience with them. It will be a lecture series.

PLANNING AND ACTIVITIES

OCTOBER NOVEMBEROctober will be an awareness month for our campaign. We have listed the following events which will contribute and create awareness among the children, youth and the elderly people.

6.Viral Video EventVideos are the most famous awareness technique. As the youth majorly is surfing the internet this is to target them. A video will be uploaded on YouTube, face book and various other social networking sites. The video will include various causes, symptoms & treatments for liver diseases.

7.Street playA short street play will be performed on the streets of Mumbai. The street play will be performed in and around railway stations, College campuses, Schools and also at the very famous Dhaaravi slum area.

8. That’s How We RollAll the members of National Liver Foundation will for a day update their status which will be a short message asking people to stop alcohol consumption as it affects the liver. Also all of the members will change their profile pictures to the logo of the company.

9. Charity Dinner and musical night As a part of Diwali celebrations we will invite various celebrities, socialites, celebrity chefs, editors etc for a charity dinner and musical night wherein talented singers and musicians can showcase their talent. Overall it will be a evening filled with entertainment .

PLANNING AND ACTIVITIES

DECEMBER JANUARY

10.Christ’mast’The Tropicana juice carnivalThis will be an event especially for the kids on the day of Christmas. It will be held at the high street phoenix ground. Our team in collaboration with Tropicana will organize a fun filled day for the kids. It will include various events like quiz competition, salad making competition and Design making competition. Winners of the events will be gifted with Tropicana goodies.

11.”Pedal it” Cycling keeps you healthy and helps to stay fit. A cycle rally for liver cancer awareness in the month of January is the last initiative of the 6 month agenda. It will be held at the Carter Road at Bandra and all the participants will be asked to wear white T-shirts with a green ribbon as it symbolizes liver cancer.

CRISIS MANAGEMENT

Media publishes reports stating that NLF is a corrupt foundation and the money donated is not being used for the welfare of the people.

Arrange a press conference and ask people who have been supported by NLF to talk about their experiences.

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3 Not being aware about the NGO is the biggest crises that NLF faces

We need to get noticed and be heard and seen in the media for people to be aware of our foundation.

People are not donating money as they have lost faith in the foundation.

We will provide all the information on our website that the public needs to know. This way we will be totally transparent and people will perceive us to be reliable.

MEDIA UNIVERSE

We will mainly try covering the print media and digital media. The print media basically includes health magazines and newspapers in English and Hindi so that we broaden our readership audience .Digital which includes Facebook ,YouTube, blogs and making the website more informative and user friendly to the people.  

We're 'The Pimpsons' comprising 5 pretty ordinary people who blend in a crowd almost as efficiently as a chameleon only to come out with ideas that are not so ordinary after all.The Pimpsons started out as an experiment by five of us to see if we had it in us to help people and their products get heard. And, once we realized our potential, there was no looking back.

We named ourselves 'The Pimpsons' because we take our clients really seriously. Any brand we handle, we make sure we pimp them to the best of our abilities, everyday, every minute. You should choose us because apart from being reliable and making your headache, our own, we're all insomniacs and we don't sleep. And, that means we work for 24 hours. And, hey we're also Simpson fans. You simply can't go wrong with that.

ABOUT OUR COMPANY

PERSONAL EXPERIENCE

Tasneem Jariwala (roll no :22)- Just one month and a six month pr campaign to be planned, too much pressure. But as we started to research and work on it, things seemed to follow and after much effort we finally manage to complete it. Our topic being NATIONAL LIVER FOUNDATION was not so easy to play around with but we as a group brain stormed and came up with this presentation. It was something worth learning and an enjoyable experience. Would surely love to plan pr activities for some company in future. The best part of our group was we all co-operated with each other there were ups and downs though (which group doesn't have) but we worked together throughout. Lastly i would want to thank you ma'am because if it wouldn't have been you giving us NLF we would never really learn so much.

Karishma Bhatia(roll no :5)- Initially i was not so excited to receive National liver foundation as a PR topic, but later on It was unbelievable as we all started coming up with amazing PR ideas for NLF. In fact we were lucky that our topic was not some brand because the expectations and PR scope is too high which are not fulfilled every time. Personally i liked this project for the biggest reason that i had really good and co-operating group members who came up with brilliant ideas and made me think more and more. This was something new and different. Thank you :)

Poulomi Das ( Roll no :56)- When our group was given the topic 'National Liver Foundation', doing PR for them for a period of 6 months suddenly sounded like 6 years and I was really hesitant as to if we would be able to do justice to it. But, as we started reading up on the amazing work that they've been doing which incidentally none of us were aware about, we started racking our brains to come up with as many innovative events as we could and hope we've been able to do justice.

Vismaya Murali (Roll no :53)- Initially I used to perceive PR as a very simple job. But the project and our topic National Liver Foundation in particular has completely changed my view. It is extremely hard and at the same time interesting as it brings out our creative side and lets our imagination run wild. Since it was our first experience with such a project, we did have a hard time coming up with ideas. I hope we have done enough justice to the topic given to us.

Raj Jain (Roll no : 68)- I have had a great time doing this project along with my other group members. Honestly I dint know much about PR but I’ve managed to learn a lot because of the project and have gained a fairly decent idea about the working of a PR agency. I’m glad to have done this project.

PERSONAL EXPERIENCE

CONTRIBUTIONS

1. Ideas for planning and activitiesVismaya MuraliTasneem JariwalaPoulomi DasKarishma Bhatia

2. Compilation of informationPoulomi DasTasneem Jariwala

3. Designing the presentation Vismaya Murali

4. Designing the logoRaj Jain

THANK YOU