China Care Final Presentation

Helping Disabled Chinese Orphans through Advertising

Erica Swallow 2008 CosmoGirl Project 2024 Intern 08.04.08

Agenda

Social Issue

Our Target

Our Objective How Will We Reach Her?

FurtherRecommendations

The Landscape

Agenda

Social Issue

Our Target


Next Steps

The Landscape

• 1 million orphans in China• Most are medical orphans

– Preference for healthy children– No national healthcare – Average Chinese salary: $2,000 a year

• Most common ailments– Cleft lip and palate– Congenital limb and heart defects– Spina Bifida – Anal Atresia– Premature

Disabled Chinese Orphans

China Care Mission

To give special-needs Chinese orphans the opportunity for a better life and to empower youth through

direct humanitarian service.

China Care Programs• Children’s Homes• Medical Programs• Foster Program• Orphanage Support

Program• Adoption Support• Volunteer Program• Clubs

Above: Alice Chen volunteering in China

China Care Success Story: Dang Kai Rui

Current China Care Communication

• Brochures• Newsletters• Fundraising Events• Promotional Videos• Website• Word-of-Mouth

China Care Care Package Newsletter

Agenda

Social Issue

Our Target

Our Objective

The Landscape


How Will We Reach Her?

Our Greatest Imaginable Challenge

Our greatest wish is for all children everywhere to have a home

Why are We Uniquely Positioned?• You can see the difference you make• China Care is life-changing

Agenda

Social Issue

Our Target

Our Objective

The Landscape

Further Recommendations


Women 25-34• A demographic we miss out on• 25 is the turning point• #1 cause she would support is “birth

defects and illnesses affecting children”• More disposable income

Interest in China• Studied / Lived / Worked in China• East Asian Studies / Mandarin student• Chinese-American• Vacationed in China

A Look at Our TargetMandie, 25

New Yorker / BeijingerTraveler / BackpackerMandarin Speaker

“I recently watched a baby be born in the backseat of a greyhound bus in Indonesia.”

Graduate Student China AIDS Consultant American Expatriate

Sing

le, n

o ki

ds

A Look at Our TargetJoanne, 29

Ballroom DancerTravelerBilingualChinese-American Speech Pathologist

Mar

ried

, no

kids

Agenda

Social Issue

Our Target

Our Objective

The Landscape



The Landscape

China-Specific CharitiesInternational Charities

• Treatment Grants• Education Grants

MissionTo provide free cleft surgery for

millions of poor children in developing countries.

To provide free cleft-related training for doctors and medical

professionals.Until there are no more children

who need help and we have completely eradicated the

problem of clefts.

www.smiletrain.org/

Better HomesAugust 2008

• Medical Program

MissionThroughout the world, Operation

Smile volunteers repair childhood facial deformities while

building public and private partnerships that advocate for

sustainable healthcare systems for children and families.

Together, we create smiles, change lives, heal humanity.

www.operationsmile.org/

Agenda

Social Issue

Our Target

Our Objective

The Landscape



Organizing Idea:

Challenge:

Insight:

Issue:

Objective: Inspire women (age 25-34) to make a donation to China Care.

She is a busy woman who has seen causes like ours before. With so many competing charities, it is difficult to choose which to support and trust. In the past, it has been too easy not to donate.

Simplicity and transparency are key. People are more likely to donate if they know that their donation will make a visible difference.

Show that China Care is as a transparent organization that allows you to choose a project and see your contribution.

See the difference you make.

China Care OIIC

Focus Group Findings: Price Tag Campaign

“It seems like I’d be helping out a lot. If 10 people contributed $50, it’d be

$500. We’d save his life.”

“This is very direct and makes it seem urgent.”

“If I throw $20 at this cause, I know how far it goes.”

Focus Group Findings: Love Campaign

“This campaign makes it seem easy, affordable, and doable.”

“100% of your contributions go directly to help – that jumped out at me.”

“I feel like I’m a part of the process, instead of just shopping for a charity to throw money at, because I am donating

small, tangible parts of the solution.”

Media Plan

$25,000

$100,000• Chinese Expatriate Lifestyle Media • Social Networking: Facebook• Language Centers• Asian-American Magazines

• Chinese Expatriate Lifestyle Media

Bi-weekly expatriate lifestyle magazine

Online Shanghai News Source and Blog

$25,000 Media Plan

1 Million Impressions:

If just 5% of viewers donate $10, that would be $500,000 in donations!

Total Cost: $24,320

Media Plan

$25,000

$100,000• Chinese Expatriate Lifestyle Media • Social Networking: Facebook• Asian-American Magazines• Language Centers

• Chinese Expatriate Lifestyle Media

Bi-monthly fashion magazine (L.A.) Quad-monthly non-profit magazine

Language Centers

$100,000 Media Plan

2.3 Million Impressions:

If just 5% of viewers donate $10, that would be $1.2 million in donations!

Total Cost: $99,010

Agenda

Social Issue

Our Target

Our Objective

The Landscape


How Will WeReach Her?

Further Recommendations• Overall brand identity analysis• Apply for Ad Council Endorsed Campaign

Go to nyuchinacare.googlepages.com to donate now!

Agenda

Social Issue

Our Target



The Landscape

Acknowledgements

CosmoGirl!Tara RobertsSusan SchulzDeanne Hess

Margeaux LippmanKeith Gordon

Thornton McEneryFernanda Diaz

Saatchi & SaatchiAmy Steptoe

Elliott HoltVanessa KatzRiva Weinstein

Nivedita KulkarniPat MurphyAmber Boyd

Jennifer RandolphAli Pulver

Christine VillanuevaCourtney Winegar

Special thanks to the Olay team for daring to create a better future!

ZenithMediaKerry Lind

Kristin ConroyFelix Lee

China CareKaterina Kruzykowski

Barbara KorusLisa Slow

Brent JohnsonDiana KuoMatt Dalio

Helping Disabled Chinese Orphans Through Advertising

Appendix I: Other Useful Statistics

08.04.08

China Care Demographics

Administrators

Adopting Families

Club Members

Donors

Executive Board

Volunteers

15 24 34 44 54 64 74Age (in Years)

Top Ten Countries Adopted From in 2007

Fact: 62,389 Chinese children adopted to U.S. since 1985

0

1,000

2,000

3,000

4,000

5,000

6,000C

hina

Gua

tem

ala

Rus

sia

Ethi

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Sout

hK

orea

Viet

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Ukr

aine

Kaz

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Indi

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Libe

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2006 Charitable Giving Index• Health and human services ranked as the first or

second charitable giving choice for nearly two-thirds of all respondents (63%).

• Lower-income Americans are among the nation's most generous givers, with 48 percent of households earning less than $25,000 per year giving at least $100 per year.

• Married couples are more likely than the general population to give, and more likely to give at levels of $100 or more.

• Attending at least some college makes you more than twice as likely to have given more in 2006 vs. 2005.

http://www.freelanthropy.com/sys/content/view/35/80/


Appendix IIa: Landscape: Other International Charity Ads

08.04.08

The Landscape



Appendix IIb: Landscape: China-Specific Charities

08.04.08

The Landscape


http://www.chinaorphans.org/

• Medical Program• Foster Care• Adoption Assistance

MissionTo take in the so-called "broken"

children and transform their hopelessness into beautiful

stories of redemption and love. In their time with us, we love and

care for them, provide them surgeries to correct their medical conditions, and work to find loving

families to adopt them.

www.lovewithoutboundaries.com

• Medical Program• Nutrition Program• Education Program• Foster Care• Adoption Grants• Orphanage Assistance

MissionTo improve the lives of orphaned

and impoverished children in China.

• Infant Nurture Centers• Education Programs• Foster Programs

MissionTo ensure that every one of China's orphans has a caring

adult in her life.

www.gracechildren.org/

• Medical Program• Education Program• Vocational Training• Humanitarian Aid• Youth Initiative

MissionTo deliver education and vocational

programs, medical/surgical care and humanitarian aid for

orphaned and disadvantaged children in China

www.gracechildren.org/


Appendix III: Media Research

08.04.08

Chinese Expatriate Magazines / Newspapers / Websites

City Weekend MagazineCity Weekend Readers• 43% 25-34 years old• 58% female• 60% upper management• 89% plan on traveling in 2008

Circulation• Beijing / Shanghai: 48,000/week/city• Home & Office: 40,000/issue

Rates• Back cover: 50,000RMB / $7,500• Inside front cover: 45,000RMB / $6,600• Full-Page: 35,000RMB / $5,200

Shanghaiist.comShanghaiist Readers• 79% 21-40 years old• 32% female• 64% visit Shanghai at least 1x year• 220,000 visits per month

Rates• 1 Banner

– Weekly: 2,500RMB / $370– Monthly: 6,000RMB / $880

• 2 Wide Skyscraper– Weekly: 2,000RMB / $300– Monthly: 5,000RMB / $730

The Beijinger Magazine

The Beijinger Readers• 37% 28-37 years old• 36% female• 66% upper management• 69% spent 1+ years in Beijing• Mean HHI: $123,166

Rates• Back cover: 72,000RMB / $10,500• Inside front cover: 58,000RMB / $8,500• Full-Page: 48,000RMB / $7,050• Double Spread: 90,000RMB / $13,220

China Daily Newspaper

China Daily Readers• 41% 25-34 years old• 66% multi-national government

officials / think-tanks

Circulation• 300,000 in 150 countries

Rates (daily)• Full-page: 147,000RMB / $21,600• ¼ Page: 42,000RMB / $6,200

AsiaXPAT.comRegional Rates

(500,000 impressions)• Super Banner

– $6,000/month• Home Page Feature

– $4000/month

Other Super Banner Rates• Hong Kong: $4,000/month

(350,000 impressions)• Shanghai: $2,000/month

(150,000 impressions)• Beijing: $1,000/month

(50,000 impressions)

Asian-American Magazines

Audrey MagazineAudrey Readers• 82% female• 40% = 25-34yrs / 72%= 25 -44• Median age: 31• 87% employed full-time • 72% college graduates• Mean HHI: $74,500• Subscriptions: 10,000• Total Readership: 30,000

Rates• Back cover: $5,000• Inside front / back cover: $4,000• Inside: $3,000Bi-monthly fashion magazine (L.A.)

Hyphen Magazine

Hyphen Readers• 84% 19-34 years old• 82% Asian American• 81% College graduates• California / New York• Subscriptions: 5,000Rates• Spread: $1000 / $670 / $450• Full-Page: $550 / $370 / $250• Back Cover: $750 / $500 / $335

Quad-monthly non-profit magazine

Philanthropy Magazines

Asian-American Philanthropy Websites

Contact: Dien S Yuen, [email protected]

mailto:[email protected]

Airline Magazines

Continental Magazine

Continental Readers• 37% Female• Median HHI: $142,841• 63% college graduates• 63% professional / managerial• Readership: 2.4 million

Rates• Full-Page B&W: $27,955

Lifestyle Magazines

Ode is a print and online publication about positive news, about the people and ideas that are changing our world for the better.

GOOD is the integrated media platform for people who want to live well and do good. We are a company and community for the people, businesses, and NGOs moving the world forward.

GOOD Magazine

Good Readers• 63% Female• Median age: 31• Mean HHI: $100,000• 78% college graduates• 60% 21-34• 25,000+ subscribers

• All profits go to chosen charities• Non-partner partnership

Ode Magazine

Ode Readers• 76% Female• Median age: 31• Mean HHI: $80,000• 81% college graduates• 90% highly interested in traveling• 68% visited a website featured in Ode• Circulation: 150,000• Subscribers: 127,500

Rates (non-profits)• Back cover: $10,920• Inside, front cover: $10,080• Inside, back cover: $9,240

• U.S. Females 25-34: 2,743,380 – College grads: 651,180 – Interested in Volunteering: 23,560

• College Grads: 9,900• Interest in China: 6,400

• Bids start at $0.71 per click• Set daily spending caps

http://www.facebook.com/ads/


Appendix IV: A Closer Look at Our Target

08.04.08

Women 25-34• 45% Associate’s degree or above• 44% Live in urban centers • 25% Employed Full Time • Love traveling: ~ 5 leisure trips within past year• Average HHI: $63,719• 64% Married (Avg. marriage age: 28)• 25 is the turning point

– Slow shift from the focus of self to family– House buying / marriage / parenthood / future

Cause-Related Marketing• 68% adults 18+ : health-related issues

– 86% : cancer research (other than breast cancer)– 83% : birth defects and illnesses affecting children– 84% adults 25-34 : birth defects and illnesses affecting children (#1 ranked)

• 74% W18+ : health-related issues

• Americans are the most philanthropic people in the world

• College graduates are more likely to support international concerns

• Adults 18-34 (Echo Boomers) are particularly interested in philanthropy– 39% state they do their part as a community member– 49% said philanthropic work makes them “feel good about themselves”– 83% trust a company more if it is socially/environmentally responsible– 73% are more likely to pay attention to a company with a deep commitment to a

cause

A Look at Our TargetMarti, 32

Graduate StudentTravelerMarried Mother

“I consider myself a champagne backpacker.”

Travel Guide Editor Webmaster

A Look at Our TargetMeret, 25

Graduate StudentTravelerBikram Yoga FiendFull Time EmployeeDog Lover

“I've been developing an unhealthy obsession with bikram yoga.”

Mandarin Speaker

A Day in the Life of Joanne

http://www.netratings.com/pr/pr_040318.pdf

7:00am Wake up; get ready for work

9:30 – 10:00am Drive to workin Long Island

10:00 – 11:00 am Check VM, Email,

calendar; breakfast

11:00am – 3:00pm Appointments, errands,

people knocking on door

3:00 – 5:30pmOn-campus rounds, language groups,staff observations

WeekendsFamily Time

House-hunting

7:30 – 8:30pm Ballroom practice

or gym

9:00pmHome

9:30pm - MidnightWatch DVR TV

General Hospital &channel surfing

Business

China Care Final Presentation