Yl2013media 04 havas
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![Page 1: Yl2013media 04 havas](https://reader036.fdocument.pub/reader036/viewer/2022081414/54b79a714a795969608b464c/html5/thumbnails/1.jpg)
Transparency International
500 new donors / 1.000 CZK each
Corruption in the Czech republic
Year 2013
100.000 CZK
CLIENT
CHALLENGE
PROBLEM
TIMING
BUDGET
![Page 2: Yl2013media 04 havas](https://reader036.fdocument.pub/reader036/viewer/2022081414/54b79a714a795969608b464c/html5/thumbnails/2.jpg)
Level of corruption is one of the highest in Europe
Czech people perceive corruption as common (80%)
People resigned to fight against corruption
They don´t believe they have power to change it
But if we don´t manage to do anything,nothing will happen…
INSIGHT
![Page 3: Yl2013media 04 havas](https://reader036.fdocument.pub/reader036/viewer/2022081414/54b79a714a795969608b464c/html5/thumbnails/3.jpg)
Don´t give up the fight against corruption.
MESSAGE
![Page 4: Yl2013media 04 havas](https://reader036.fdocument.pub/reader036/viewer/2022081414/54b79a714a795969608b464c/html5/thumbnails/4.jpg)
Businessmen living in Prague
1.000 direct-mails
Letter and white flag
Don´t give up by waving a white flag
DIRECT MAIL
TARGET GROUP
AMOUNT
CONTENT
MESSAGE
![Page 5: Yl2013media 04 havas](https://reader036.fdocument.pub/reader036/viewer/2022081414/54b79a714a795969608b464c/html5/thumbnails/5.jpg)
![Page 6: Yl2013media 04 havas](https://reader036.fdocument.pub/reader036/viewer/2022081414/54b79a714a795969608b464c/html5/thumbnails/6.jpg)
Czech institutions hoist the national flag
Selection of state owned companies andinstitutions linked to corruption
Replacing national flags with white flags to show
that they gave up the fight
GUERILLA
![Page 7: Yl2013media 04 havas](https://reader036.fdocument.pub/reader036/viewer/2022081414/54b79a714a795969608b464c/html5/thumbnails/7.jpg)
Based on Google Maps
Users can mark corrupted institutions with
white flag and non-corrupted with TI flag
Users can donate money or become members
Users can order TI flag
MICROSITE
![Page 8: Yl2013media 04 havas](https://reader036.fdocument.pub/reader036/viewer/2022081414/54b79a714a795969608b464c/html5/thumbnails/8.jpg)
Medializing information about guerillaand microsite
Using free off-line and on-line media
Sharing via Facebook etc.
PR
![Page 9: Yl2013media 04 havas](https://reader036.fdocument.pub/reader036/viewer/2022081414/54b79a714a795969608b464c/html5/thumbnails/9.jpg)
People could hoist TI flag, new membersget it for free
On-line sharing and engagement
PUBLIC INVOLVEMENT
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100.000 CZK
50.000 CZK
15.000 CZK
35.000 CZK
BUDGET
DIRECT-MAIL
GUERILLA
MICROSITE
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People get used to corruption
Don´t give up the fight against corruption
White flag / TI flag
Direct-mail, guerilla, microsite, PR
500 new donors + public movement
SUMMARY
PROBLEM
MESSAGE
SYMBOL
MEDIA
GOAL