KNOWHUNGER

Submitted by Frizzy B University of Oregon School of Journalism and Communication Advertising CampaignsMarch 2012

TABLE OF CONTENTS

1....................................................................................Philosophy2.................................................................................The Problem3.......................................................................................The Goal4.......................................................................................Audience5........................................................................................The Idea6................................................................................Collaborators7-9...........................................................................How It Works10-11..........................................................................The PR Plan12-13.......................................................................Creative Work14......................................................................................Schedule15.................................................................................The Budget16..................................................................The Assessment Plan17.............................................................................Final Thought18......................................................................Ladies of Frizzy B

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With knowledge comes responsibility.

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T H E P R O B L E M

Oregon is ranked second in the nation for hunger and first in

child hunger. Over 500,000 Oregonians are consistently con-cerned about where their next meal will come from. This is a national issue that costs billions of dollars annually. In 2007 alone, Oregon spent over 1.2 billion dollars in attempts to com-bat hunger.

Eradicating hunger does not simply mean feeding hungry people. The problem stems from a lack of food, but is abetted by a number of other obstacles. Hunger affects a wide range of populations: the un-employed, the homeless, the impoverished, debt-ridden homeown-ers, and young families.

THE GOAL

Educate Oregonians about the “hunger problem” in order to inspire activism against the causes of hunger.

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AUDIENCEWe focus on individuals who are not looking for a simple so-lution to hunger and understand that this is a complex issue; namely, activists between the ages of 20 to 30-years-old.

These men and women participate in non-profit organizations

ranging from Planned Parenthood to Invisible Children through a variety of services including lobbying, signing petitions and volunteering their time. Donations are not a typical trend for this audience as their funds are limited. Most importantly, these activists tend to gain awareness about an issue through social media and often join a movement because of their friends or family.

75.9% of 83 surveyed contribute content to Face-book.

40.1% of 83 surveyed contribute content to Twitter.

63.8% of the polled individuals join a non-profit because of the

their friends or family while 50.3% join because of their inter-est in a cause and only 24% join because of the non-profits

advertisements.**Survey was conducted on February 21st, 2012.

THE IDEA

Our research shows that individuals are more likely to become involved in a social cause if their friends and family are involved as well. The ideal solution to preventing hunger should incorpo-rate how our audience communicates, namely social media and word of mouth. It also needs to accommodate the ever-changing causes of hunger.

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The green ribbon will rally activists and raise awareness about the hunger issue.

Why it works:• Adaptability.

• Acts as a channel.

• Sustainable.

COLLABORATORS

Partners for a Hunger-Free Oregon will take the lead on this initiative by maintaining social media, funding promotional ma-terials and distributing ribbons. Primarily, they will maintain the integrity of the brand while collaborating with the Oregon Hunger Task Force and other hunger prevention programs. Partners for a Hunger-Free Oregon will also distribute ribbons at partnering restaurants and grocery stores. Ultimately, all participating organizations will encourage Oregon’s activists to become involved in this movement.

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HOW IT WORKS

We have chosen a dark green ribbon as the logo of hunger prevention.

The Awareness Ribbons

What ribbons can do:• Denote an issue of importance.*

• Inspire public activism.

• Allow collaboration.

Ribbons will be sent through mailers and also be available at restaurants and grocery stores. Participating locations will agree to share half the cost of producing ribbons with Partners for a Hunger-Free Oregon and will receive a box of ribbons with an informational pamphlet on the front of the box.

7*The Pink Ribbon Project has raised over $1.2 million for research and patient care. In the past five years, breast cancer cases has gone down by 10%.

HOW IT WORKSInternational Mailers

They will feature information about the hunger problem, a URL to brand videos, and locations where they can pick up additional ribbons (i.e. restaurants and grocery stores). Mailers will encourage activists to share their concern for the hunger problem by connecting with their friends and family, especially through the distribution of additional ribbons.

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Postcards will help spread awareness about the green ribbon.

HOW IT WORKSBrand Videos

A YouTube channel will allow for growth of the brand. The first

video will introduce the hunger problem while the second will be a call to action.

Videos will be publicized through social media, on the mailers, and on participating organizations’ websites.

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THE PR PLAN

Partners for a Hunger-Free Oregon will spearhead the social media for at least the duration of the 4-month introductory phase. One employee will act as the creator and administrator and will provide lists of 1,000 Oregon taxpayers to participat-ing organizations under the Oregon Hunger Task Force.

Social Media Outreach

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Green Ribbon Event

At one of the upcoming Oregon Hunger Task Force meetings, Partners for a Hunger-Free Oregon will give a presentation using the components (video, mailers and ribbons) created for this initiative.

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THE PR PLAN

CREATIVE WORK

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Collect more ribbons to share with your friends

and support our cause at the following locations.

Insert participating restaurants and grocery stores.[ ]

KNOW HUNGER

We're writing today in hopes that you'll be inspired to join us and become active in our community. Oregon ranks first in child hunger

and second in overall hunger. More than 500,000 people experience food insecurity each day, which means that 1 in 12 people you know constantly battles this issue. The problem is hard to see - but it exists, and needs to end.

It's time for Oregon set the example and demand that ending hunger becomes a priority.

We've included the gift of a green ribbon for you to wear to start the conversation and support KNOW HUNGER.

oregonhunger.com/knowhunger

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CREATIVE WORK

SCHEDULE

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event

recruit partners

mailing info

brand video

social media

ribbons

mailers

additional videos

evaluate

month

1month

2month

3month

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THE BUDGET

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We suggest that each partnering organization commit to send-ing at least 1,000 mailers, ideally to voters between the ages of 20 to 30-years-old, and ribbons within the first month of the

campaign.

xx

x

x

x

Partners for a Hunger-Free Oregon

Other HungerOrganizations

Groceries& Restaurants

$40 for ribbons per grocery store and

restaurant

$80 for 1,000 ribbonsper hunger organization

$1,000 for a thousand5 x 7 mailers

$500 for postage (50 cents per mailer)

$1,000 for a thousand5 x 7 mailers

$500 for postage (50 cents per mailer)

$528 for 5 hours of labor per week at min. wage*

$176 for 20 hours of laboron two more videos*

$880 for 100 hours of labor recruiting partners*

$176 for 20 hours of laboron finding taxpayer info*

$80 for 1,000 ribbons

$40 split-fee ribbons with groceries & restaurants

$150 for 50 boxes holding ribbons

TOTAL $ 3,530 $ 40$ 1,580

per hunger organization

*wages may vary depending on PHFO’s typical wages

per grocery store and restaurant

THE ASSESSMENT PLAN

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Campaign success will be measured by meeting these goals:

• To have a minimum of 1,000 YouTube views within

one month of video release date.

• To have a minimum of 500 followers on Facebook

and 500 followers on Twitter within the four month introductory phase.

• To have at least 15 hunger prevention organiza-tions join the movement and commit to sending 1000

mailers and ribbons each.

• To have 50 restaurants and grocery stores com-mit to distributing ribbons during the three month

introductory phase.

At the end of the four month introductory phase, Partners for a Hunger-Free Oregon will evaluate the direction of the campaign.

The Green Ribbon is a reminder that hunger needs a solution.Oregon will lead the way.

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LADIES OF FRIZZY B

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Anais Keenon: Account Manager

“For the love of God, don’t towel-dry your hair!”

Joanna Barondess: Art Director

“Condition, condition, condition.”

Niki Naboulsi: Copywriter

“When getting a haircut, layers are key. No one wants to rock a triangle bob.”

Neethu Ramchandar: Media Planner and

Account Planner

“Coconut oil makes your hair shiny and gets rid of frizz!”

Four tips to curly hair-care: