Fistula foundation guerrilla campaign

The
Fistula
Foundation

Academy of Art University
Nermin Hanna / 02812621
ADV 600 - Strategic Thinking
FInal Project 15/12/13

Contents
Assignment Brief

Value Proposition

Introduction

The Creative Brief

Category Analysis

The Campaign

Consumer Trends

Suggested Media


Brief
To position and market a website.
Rather than creating your own
Web site, you should choose an
existing one. This could be
anything from a local newspaper
to a travel site to a not-for-profit
organization to an e-commerce
store to a poker site - your choice.

The site is coming to you for
some marketing, positioning, and
advertising help. Ultimately, all
that you need to do is drive
qualified new customers to the
site.


Introduction
Poor healthcare in undeveloped
and war zone countries often
leads to unnecessary tragedy.
Many people suffer from curable
diseases and preventative injuries,
but are often left untreated.
Women in particular are
vulnerable to childbirth related
injuries and diseases. They are
often left to suffer for a lifetime of
pain, isolation and shame.
Obstetric fistula is a particular
childbirth injury that affects half a
million women. This number
grows by approximately 30,000 to
50,000 every year.

Obstetric fistula most commonly
occurs among women who give
birth without access to medical
help during childbirth. If a
woman’s labor becomes
obstructed, she could remain in
excruciating pain for days before
her baby is finally dislodged.

As a result, a woman with fistula is
too often rejected by her husband
and pushed out of her village due
to her foul smell.

Her baby likely dies and she is
often left with an obstetric fistula,
a small hole created by constant
pressure from the fetus, which
leaves her with no control over
urination and / or defecation.


Category
Analysis
In this day and age, undeveloped
countries with poor medical care
depend more on and more on
NGOs and international support
groups than ever before.
Without this support (much of the
time coming in from other
countries) people will inevitably be
worse off than they already are,
death rates will rise, survival rates
will decline.
Having said that, it still doesn’t
seem to be enough. In the case of
obstetric fistula, of every 50,000
women in need of treatment, only
16,000 are treated yearly.

Source: http://www.fistulafoundation.org/what-is-fistula/

This means there is still a huge
number of women in need of
treatment and doesn't have
access to it.
There are several organisations
that raise funds and awareness for
the treatment of fistula mainly in
Africa. Freedom From Fistula
Foundation, West Africa Fistula
Foundation, The Addis Ababa
Fistula Hospital which was cofounded by the infamous Dr.
Catherine Hamlin) just to name a
few.

The Fistula Foundation funds
more fistula repair surgeries
globally than any other nonprofit
not taking government funding.
Their work is a global effort that
treats women in more than 20
countries in Africa and Asia.
Although the NGO industry is
changing the lives of many in
need for the better, there is still
further room for improvement and
a continuous need for influx of
funding and donations.


Consumer
Trends
With life on the go and people only
having time to think about
themselves and their problems many people feel guilty that they
don’t spend time or money or
energy in making a difference in
the world.
By nature, a lot of people want to
do good and want to feel that they
have at least done their part in
making the world a better place.
People seek experiences that
deepen their own lives and
perspectives.

Many people will say yes to
supporting causes like obstetric
fistula but might not really know
much about it or how to support it.
If shown the cause - if shown the
effects and the outcome of
support, many people will
contribute to the cause of fistula
treatment. They just need to be
shown how.


Value
Proposition
Fistula Foundation does one
thing and does it well: treat
obstetric fistula.
The foundation works with stellar
partners in the field, and host of
organisations and corporations
that bring invaluable knowledge,
expertise and even funding to the
table.
The Fistula Foundation’s reach
and operation in many African
countries and Asia including
Bangladesh and Afghanistan
allows for resourceful approaches
to tackle obstacles. For example
funding the deployment of
motorcycle ambulances in
Senegal to navigate patients to
care facilities quickly.

In partnership with Direct Relief
and UNFPA, the foundation
funded the development of the
world’s first Global Fistula Map,
the single most comprehensive
source for understanding
worldwide availability of
treatment for women living with
obstetric fistula.
In short, both donations and
patients are in well experienced,
knowledgeable and honest
hands.
More on the foundation’s
approach at http://
www.fistulafoundation.org/aboutus/our-approach/

The
Creative
Brief
Why Are We Advertising?
To create awareness about fistula
and drive people to donate on the
website.
Who Are We Talking To?
People who would like to do good
in the world and feel satisfied by
contributing towards a good
cause.
These groups may include:
Parents and family members
(mums and dads who have
children themselves).
Young professionals who are
thankful for the life they have and
wish to help others.

Anyone who feels they can make
a difference for the better but
doesn’t necessarily know how.
What Do They Currently Think?
Many of them may not know
about fistula and generally do not
know how they can contribute.

Why Should They Believe It?
The Fistula Foundation has put
together the stories of real women
pre and post treatment. Hearing
their stories, seeing how
contributions make a difference
and going on a selfless journey to
help these woman are all evident
and provided by the foundation.

What Would We Like Them to
Think?
By donating to The Fistula
Foundation i can help change the
lives of real women who are
suffering unnecessarily.

Are There Any Creative
Guidelines?
Tone of voice should be true to
brand positioning. Informative,
truthful, factual and emotional.
Simple and effective in its
presentation.

The
Campaign
The aim of this campaign is firstly
create awareness about obstetric
fistula, and have people take
action, then and there.
The campaign is designed to
explain to people the facts about
a woman’s life when she is
suffering from obstetric fistula by
mimicking what physically
happens to her when she is
deprived of treatment.
Call to action is emotional. It
mentions “Dignity” - which is
precisely what is stripped away
from these suffering women.

One must take into consideration
that advertising is probably one of
the foundation’s least priorities.

These drops resemble the what
obstetric fistula does to women it leaves them unable to control
urination and / or defecation.

Looking for a cost effective
solution that can target as many
people as possible called for a
guerrilla campaign. A campaign
that can reach people wherever
they are - as they get on with their
everyday lives.

Using these stickers in public
places will give voice to suffering
women, by projecting their
presence and grief into our
surroundings.

Low cost transparent stickers that
are designed to look like a drop of
liquid carries a message for
people to read.

The feeling one should get by
interacting with this campaign is
one of responsibility and
sympathy to those who need
treatment. A sense of dignity both
to the women awaiting treatment
and the donators.


Academy of Arts University
Academy of Art

Message
Exploration
Messages developed for both informative and emotional purposes work
together to get people to donate. Some examples:
Half a million women suffer from
obstetric fistula.

Obstetric fistula is the most devastating
and serious of all childbirth injuries.

You can help.
Donate at www.fistulafoundation.org

Help a sister get treatment.

Women with obstetric fistula are
pushed out of their village due to
their foul smell.
Help restore their dignity.


Suggested
Media
Public transportation (buses,
trains, taxis)

Professional spaces
(elevators, office buildings)

Public spaces (sidewalks,
parks, malls, supermarkets,
cafes, restaurant / clubs
bathrooms)

Ephemera (ie: coasters used
in cafes and bars, t-shirts)

Educational spaces (schools,
universities)


Taxi
Interiors
During a taxi ride, people will have the
time to read and hopefully make an
donation on their phone then and
there.


Public
Transport
Many of people read, stare into space
or watch other people on a subway
ride. People might even be reluctant
to sit on what looks like a stain, but a
closer look and one will find a
powerful message.

Academy of Art

Public
Transport
How would you feel if you got up and
your seat had a stain? Would you feel
embarrassed? ashamed? try to hide
it? Perhaps a glimpse how women
suffering from fistula feel everyday.


Park
Benches
Many women sit on a park bench
while their children play. Would they
perhaps understand how it feels if this
stain was a result of a woman (with
fistula) sitting next to them on the
bench?
A right time to read the message on
the sticker and make a donation.

Academy of Art

Help restore their dignity.


Thank you.


Fistula foundation guerrilla campaign

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