Brainy FOOLS

Camp
aign

,
Presented by Brainy Fools

Target
Market
Primary Target
Group
Age : 25 - 55

Socio Economic Class :

A, B

Urban area

Secondary Target
Group
Age : 10 - 25
Socio Economic Class :
A, B

Urban area

Primary Target
Group
Age : 25 - 55

Socio Economic Class :

C, D, E

Sub - urban area

around Buriganga

Secondary Target
Group
Age : 10 - 25
Socio Economic Class :
C, D, E

Sub - urban area

around Buriganga

Changing the

Perceptio
nOurCampaign
Objectives
To make others
realize the
importance and
value of Buriganga.

To make people realize that Biruganga

is one of the prime river of Bangladesh
and it is important to Dhaka
economically as well Expected
as traditionally.
Peopleoutcomes
not taking
Buriganga for
granted and not
misuse it.

B
G
Ide
Change of Perception
a

To enlighten people, to be
socially and environmentally
responsible towards the river.
To install the importance
and value of rivers from a
young age, because youth
is tomorrows nation.

People planning long term but

creating value for the river,
and help the river gain its
previous condition by not
dumping household waste.

They will find ways so that

the tanneries and mills do
not pollute the river being
aware of it.

Sub Urban

Campaign
At first, we will take the permission from the Ministry of Water Resource
and Ministry of Social Welfare with a view that we can undertake our
campaign with full support from government and they will subsequently
pass the orders to the following officials and constantly reinforce the
following events.
Involved
Representative
Respected and
They have
s.Students of
influential people
influential power
from respected
universities.
in the area.
areas will create
A group of 12 15
They have the
students will create
awareness.
capacity to bring
Rich land

1 Union
. Chairman
entire target group
in one place.

Select a specific date

for the campaign and
people will be called.

Motivational
speeches will be
used to raise
awareness about

2 Boithak
.

owner, doctors,
Headmasters
and principals.
Awareness
raising
programs in the
courtyards or free
spaces of
respected areas.

3
.

awareness to each of
the adjacent areas.
They will volunteer.

Newspapers will
be affiliated here
Bondhushobha
Their
benefit : 1)
national social welfare
certificate. 2) prominent
amount of money. 3)
Educational

SubUrban

Campaign
and Reach

1 Jatra
.Very effective

to grab
The theme
of the jatra
attention

will be River
Pollution and its bad
Eradicating
effects. the

problem through
awareness is the
prime aim.

Direct
Reach
Indire
ct
Reach

3,00,000
10,00,00
0

2 Religious
Religious
Factors
institutes
. like mosques and
church can
Imams of mosques
influence
others.

can deliver the

message molded with
There factors.
is an
religious

emotional linkage
with the religious
factors.

3
.

Dhulis

Spread
campaign
message
Dhols played
through music.
in front of
stalls
and
mills
Perceptions
say that
once
a message is discussed in
tea stalls, it spreads in the
sub urban areas in less
time.

Promotional
TVC Concept

Advertisin
g Appeal

Positively Emotional

Execution
Style

Slice of Life

Old man opens

He replies that if The kid says, he
His grand son
the curtain of
will save the
aged 8, sees the he could he would
window and
river and he
but he is at the
sadness in his
regrets seeing
end of his life. He asks if his grand
eyes and tells
the river, how
father to join
does not have
him to save it.
beautiful
enough time left him saying If
Buriganga used
we do not save
for it.
to be.
it, who will?
Message: Right from the beginning of our life we keep on thinking about
ourselves. But we fail to realize that this country and the components within
it have helped us to be what we are today. Saving Buriganga is our
responsibility and what we are today is directly or indirectly linked with
Buriganga. It is never late to save the river which has given us so many

Urban

Campaign
1 Billboards
.2 Primary
School

.3 BD Cyclists
.4 Newspaper
.5
.
6
.

s
Social
Network

Using Famous
Personalities

Creative
billboards in
Distributing
Story
Dense areas

books having
stories about
beautiful rivers of
our country.
Rally
wearing

Campaign
T-shirt
Creative Print
ADs
Event pages in
Facebook, and
appealing them
to support using
Hashtags.like
Like
Personalities
Dr.
Younus,
Dr. Zafar Iqbal
#SaveBuriganga
and Mr. Solaiman
Shukhon talking about
saving buriganga in
videos published in

Rural Print
ADs

Creative
Samples

Billboards

?
,

Drags
Attenti
on
Simple
messa
ge

Urban
Print
ADs

Simple
Meaning
Easy to
rememb
er
Goes
with the
campaig
n

Logo

Huge
Awarene
ss
Regular
Awarene
ss

Schedu
ling
4 months
Time
Tools
Miking
Tea stall
conversation

Jatra
Dhuli
BD
cyclicsts
Discuss in
mosque

Print
Ads
TVC

Jan - Apr

4 months
May - Aug

4 months
Sep - Dec

4 months
Jan - Apr

4 months
May - Aug

4 months
Sep - Dec

Budget
Billboards
Miking

BDT 5,30,000
BDT
70,000
TVC
BDT 7,00,000
RDC
BDT 3,00,000
Print ADs
BDT 5,00,000
Jatra
BDT 1,50,000
Dhuli
BDT 1,30,000
Moncho Natok BDT 1,20,000

TOTAL
25,00,
000