Egyptian Cure Bank Digital Campaign

Egyptian Cure Bank
Sight Disabilities Program
MOHAMED OWEDA
Digital Campaign

The Concept
Is the answer of this question:
If you got your sight back tomorrow, what would you love to
do / see first ?
The wishes will seem simple to us but might be impossible for
the blind and the weak-sighted.
Examples:
- I wish I could wake up and look into my daughter’s face.
- I wish I could see colors and be able to draw a painting.
- I wish I could cross the street by myself.

The Campaign Name
Since we are talking about wishes to come true by getting
back eye sight, the best name could be:
“I wish to see” or “ ”بحلم أشوف
The domain ashoof.org is currently available and easy to
memorize.
It’s better for the campaign to have a separate website but if
it’s required to be part of the original website, we can redirect
the new domain to it.
http://ashoof.org http://egyptiancurebank.com/ashoof.php

The Characters
We recommend to engage real life characters who suffer from
this problem and have the chance to get their sight back.
3 - 6 characters covering the spectrum of gender, age group
and medical situation.
Each character should have a most-desired wish to achieve by
getting his/her sight back.
For this presentation, we will use imaginary characters to
demonstrate the campaign idea.

The Message Structure
The characters are introduced first in a neutral way without exposing
their disabilities.
We recognize the wish of each character by text or voice according
to the type of media.
We wonder why these simple wishes couldn't come true.
We get surprised when we discover the reason which is their sight
disabilities.
We know they all have the chance to be cured and to fulfill their
simple needs but they just need our help.

M e d i a T y p e s
Text Images Animation Video Music
-Page Design -Banner Ads
-Website Content
- Ads Content
Web
Pages
-Header Design
-Post Design
Facebook -Post Content
-Header Design
Twitter -Post Content -Post Design
-Campaign Song
-Video Ads
-Song Video
YouTube -Videos Description -Header Design
M e d i a C h a n n e l s
Media Types vs. Media Channels

Media Deliverables
- Campaign Website
- Video Ads
- Campaign Song
- Campaign Song Music Video
- Banner Ads
- Facebook Header & Posts Design
- Twitter Header & Posts Design
- YouTube Channel Header Design

Campaign Website
96% of consumers find videos helpful when making payment
decisions online.
Nearly three quarters are more likely to pay if they can watch a
video explaining it beforehand.
We will focus on using a catchy video in our homepage.
The page will contain a clear link at the top to The Egyptian
Cure Bank website.

Video Ads
3 - 6 videos telling the story of each character.
Production Alternatives:
Alternative 1
Professional video production (video shoot)
Alternative 2
For low budget purposes we can produce animation using
photos and text and this will only require a (photo shoot).

بحلم أشوف ..
النيل جميل..والليل طويل..
بس النجوم بتنوره ..
بحلم أسوق ..
مركب كبير..واخده واطير ..
بين السحاب..وأزور بلاد..
بحلم أشوف..خلينى اشوف
حتى القمر بعد الخسوف..
بيعود ينور من جديد..
Campaign Song
بحلم أغوص..
فى عيون حبيبتى .. لما تلمع
بعد ضحكة مجلجلة..
بحلم أضفر..
شعر بنتى..وأخدها صورة..
وهى طايرة ..فى الهوا..
بحلم أشوف..خلينى اشوف ..
حتى القمر بعد الخسوف..
بيعود ينور من جديد..

Campaign Song Music Video
This video is considered to be the main promo.
It will combine multiple shots from the characters
videos played along with the campaign song.

Facebook Header & Posts
In Facebook, people usually get a new story in their news feed
once the page header (cover image) is changed.
That’s why it’s important to change the header on frequent basis
(every 1-2 weeks) to get attraction.
We will design a header for each character (3-6 cover images) and
2 other headers for the campaign in general.
As a profile picture, The Egyptian Cure Bank logo will do.
And for the posts images, different designs with different stories
(10 – 20 images) to be posted according to the social media plan.

Twitter Header & Posts
Twitter has rolled out its new profile pages that looks like
Facebook profiles with the much larger header photo which
is no longer partially obscured by bio text and the avatar is
bigger too.
A header image for each character (3-6) and a general
image will be more than enough.
The same posts images we designed for Facebook can be
used here in Twitter posts.

YouTube Channel Header
عم شعبان مش مسافر بعيدعن بناته .. بس للأسف أخر مره شافهم كان من 15 سنة
قبل ما يصاب بضعف حاد فى الإبصار.. الناس بتقوله انهم خلاص بقوا عرايس
..هو ممكن يعمل عملية ويشوف من جديد .. بس محتاج مساعدتنا

Banner Ads
Will be designed as simple animation that motivates user to
donate.
To be linked directly to the campaign website.
Multiple stories will be designed based on the characters.
Different sizes will be used according to the media plan.

عم شعبان مش مسافر بعيدعن بناته .. بس للأسف أخر مره شافهم كان من 15 سنة
قبل ما يصاب بضعف حاد فى الإبصار.. الناس بتقوله انهم خلاص بقوا عرايس
..هو ممكن يعمل عملية ويشوف من جديد .. بس محتاج مساعدتنا

Egyptian Cure Bank Digital Campaign

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (8)

Ähnlich wie Egyptian Cure Bank Digital Campaign

Ähnlich wie Egyptian Cure Bank Digital Campaign (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Egyptian Cure Bank Digital Campaign