C A M P A I G N   S T R A T E G Y

For the project "TEENAGE PREGNANCY"
Liverpool Biennial International 04.
18. September - 28. November 2004.

Ideas and goals of the campaign
- to speak out about the problem of pregnant teenagers and teenage parents
- to rouse public interest for this complex problem
- to raise the level of awareness about this problem
- to educate to rouse understanding to help

Campaign Target Group
- local/regional communities as a whole

Campaign Elements
1. Public Relations
- constant contact with the media and representation in the public
- placing of information in the media
- organizing conferences for journalists and round tables
- preparations for public appearances
- production of PR material with a recognizable design and message

2. Events Creation
- conferences for journalists and round tables
- workshops - expert moderators, narrowly specialized themes, arrange locations with the proper authorities and experts (schools, universities, public spaces)

3. Info telephone
- info hotline
- permanent number for information on teenage pregnancy
- Information about places where you can inquire about various services

4. Media Strategy
- development of media plan
- finding media sponsorship
- targeted placement of the campaign's visual identity in leading media (print, TV and radio)

5. Sponsors
- finding general sponsors
- finding sponsors
- socially responsible institutions, individuals, companies

6. Timeline for the campaign - activity plan
- an optimal 2 months for the campaign with 2 "peaks" to rouse the greatest interest of the public is ideal for successful realization of the campaign
- preparatory period of one month

7. Analysis
- at the end of the campaign carry out an analysis which should show the level of awareness of local/regional communities about the problem of teenage pregnancy
- use the analysis to determine the next steps of the "silent" campaign

8. Personnel
- PR manager
- event manager
- designer
- expert persons - campaign advisers
- persons to work on the info hotline
- support personnel

SEE THE COMPLITE TEXT
AS WORD DOCUMENT >