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Sparsh Manchanda (B 36) Pratik Sharma (B 51)
Abhishek Pal (B 45) Abhisheik Sheoran (B 57)
Jeenoy Pandya (B 46)
MARKETING
Introduction
• Pro bono publico a Latin phrase meaning
for the public good
• Pro bono service is the donation of
professional services for social
organizations.
• It includes everything from legal to
marketing to strategic planning to human
resources services
1. 1942 : the Ad Council was born and
with it, the field of public service
advertising. Major Achievements of this
campaign can be listed in the form of
“Loose Lips Sink Ships” and
“Only You Can Prevent Forest Fires”.
2. 1962 : President John F. Kennedy created The
Lawyers' Committee for Civil Rights Under Law,
dedicated to upholding civil rights
HISTORYFOR PRO BONO
HISTORY FOR PRO BONO
3. 2001 : Taproot Foundation was founded to build on these
historic efforts to make the pro bono service ethic part of
every business profession
4. 2008 : The White House campaign – Billion + Change.
5. 2011 : The AIGA (professional association for design) Pro
Bono Design Program and 80% of top business schools
engage students in supporting pro bono
Partnership between The
Save Our Seas Foundation
and Times Newspaper
•Pro Bono : One page ad
given for free
•Awareness regarding
Shark Fin hunting
• More freedom in work
for agency
Pro bono marketing
A wake up call
• One of the most glaring problems facing the world today is:
• How to overcome it?
• Present efforts
Have we woken up?
• Crude oil – lifeline of the world
• However scientists predict an ominous trend – “Peak oil”
• Alarm bells ringing
The background score & the thespian
S-Oil’s ‘HERE’ balloon campaign.wmv
Credits
• Out of the box thinking
• Why is the Ad eye-catching?
• Embraces the theme
• 2 birds with one stone
• Leaves a smile on your face
Pro bono marketing
• 150,000+ tons of vinyl flex disposed off every
year
• Typically this waste is burnt in landfills,
contributing to air pollution
• Serious environmental and health hazard -
Can cause cancers and infertility.
Some Questions !
• Has economic growth made us
so blind that we have forgotten
the environment?
• What kind of a planet are we
leaving for our future
generations?
• Why do we always blame
external factors in any matter?
CHALO PALTAI
CAMPAIGN
How Simple initiatives bring about big Changes!
THE CHANGE – Recycling
and Reusing
Cut, Altered and redesigned
the flex into:-
1. Bags
2. Table mats
3. Wall hangings
CHALO PALTAI (LET’S CHANGE)
 Created by Star Jalsha – India’s leading
Bengali general entertainment Channel.
 Star Jalsha had approximately 500 billboards
in the city.
 Flex taken to Star Jalsha factory instead of
dumping lot.
• Free distribution.
• 15000+ items distributed.
• Every individual using Chalo Paltai item is doing
their bit to help environment
• Radio, a micro website and Facebook- Media
Coverage
• Educating and Engaging with public on roads,
market places and colleges- Chalo Paltai Van.
• Several Prominent Figures.
 Reduction in Carbon
Emission.
Precedent for other
companies
Pro bono marketing
Why is there so
much hue and
cry for water?
 3.4 million people die
each year from water related
disease
 780 million people lack
access to clean water
 By 2025, an estimated
1.8 billion people will live in
areas plagued by water
scarcity
 90% rural population in
India lacks access to safe
drinking water
INTRODUCTION
• Deadly fight between Kenyan
herders and farmers in 2001
• Deadly clash in Kashmir, India
in 2002
• Violence over Cauvery River in
India in 2002
• Al Qaeda threatens US water
in 2003
• Mexican farmers shot in duel
over spring in 2004
WATER CONFLICTS
• Over 90 dead in Kenya water
fight in 2005
• Injuries at protest in Orissa,
India in 2007
• Violent protests in Nigeria in
2008
• Village attacked in Ethiopian
water pipe conflict in 2009
• Violent protests over water
shortages in New Delhi in 2012
• Unilever to provide 60 million
households in water-scarce
countries with laundry
products that deliver excellent
cleaning but use less water, by
2020
• In 2012 Unilever launched
Comfort One Rinse, a fabric
conditioner
• In India and Cambodia Unilever
expanded its launch besides
Thailand, Vietnam, Indonesia
and the Philippines.
UNILEVER’S EFFORT
Pro bono marketing
• In 2012 Comfort One Rinse
products were used in 1.4
billion washes in 28.7 million
households worldwide, a 66%
increase on 2010
• By 2015 target is to reach 200
million consumers with
products and tools that will
help them to use less water
while washing and showering.
• The goal is to reach 400 million
by 2020
Pro bono marketing
The Tobacco Epidemic : Some facts
A smoker will live 14 year less
• Every cigarette you smoke can shorten your life
by 11 minutes
Secondhand smoke contains more than
50 cancer-causing chemical compounds
• Nearly 80% of the world's one billion smokers
live in low- and middle-income countries
Effect of Anti Smoking Ads
• Smokers know the facts about cigarettes,
but when they don’t see the damage
themselves, there is less motivation to stop
• Studies prove that Mass media campaigns
can effectively reduce tobacco consumption
by “shocking and disturbing ” smokers
• Direct Correlation between Legacy’s (Anti
Smoking Foundation) advertisement budget
and household expenditure on cigarettes
“Denormalize smoking”
strategy for socially conscious
Utilize a “why-to-quit” strategy
with use of graphic images
“Gross it out” Strategy to instill
hatred
Pro bono marketing
Pro bono marketing
5 million
YouTube
views
200,000
Comments
40 %
increase in
calls to Thai
Health
Promotion
Foundation
(THPF)
Lot of worthy causes and staff may feel particularly passionate about
different areas
Ad Agency undertake projects to do social good, showcase their talent and get
publicity all at once
Challenge to marketers to produce something unconventional for the highly
emotive and often fatigued audience for charities .
Pro bono work is a distinct form of social responsibility activity
Thank You

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Pro bono marketing

  • 1. Sparsh Manchanda (B 36) Pratik Sharma (B 51) Abhishek Pal (B 45) Abhisheik Sheoran (B 57) Jeenoy Pandya (B 46) MARKETING
  • 2. Introduction • Pro bono publico a Latin phrase meaning for the public good • Pro bono service is the donation of professional services for social organizations. • It includes everything from legal to marketing to strategic planning to human resources services
  • 3. 1. 1942 : the Ad Council was born and with it, the field of public service advertising. Major Achievements of this campaign can be listed in the form of “Loose Lips Sink Ships” and “Only You Can Prevent Forest Fires”. 2. 1962 : President John F. Kennedy created The Lawyers' Committee for Civil Rights Under Law, dedicated to upholding civil rights HISTORYFOR PRO BONO
  • 4. HISTORY FOR PRO BONO 3. 2001 : Taproot Foundation was founded to build on these historic efforts to make the pro bono service ethic part of every business profession 4. 2008 : The White House campaign – Billion + Change. 5. 2011 : The AIGA (professional association for design) Pro Bono Design Program and 80% of top business schools engage students in supporting pro bono
  • 5. Partnership between The Save Our Seas Foundation and Times Newspaper •Pro Bono : One page ad given for free •Awareness regarding Shark Fin hunting • More freedom in work for agency
  • 7. A wake up call • One of the most glaring problems facing the world today is: • How to overcome it? • Present efforts
  • 8. Have we woken up? • Crude oil – lifeline of the world • However scientists predict an ominous trend – “Peak oil” • Alarm bells ringing
  • 9. The background score & the thespian S-Oil’s ‘HERE’ balloon campaign.wmv
  • 10. Credits • Out of the box thinking • Why is the Ad eye-catching? • Embraces the theme • 2 birds with one stone • Leaves a smile on your face
  • 12. • 150,000+ tons of vinyl flex disposed off every year • Typically this waste is burnt in landfills, contributing to air pollution • Serious environmental and health hazard - Can cause cancers and infertility.
  • 13. Some Questions ! • Has economic growth made us so blind that we have forgotten the environment? • What kind of a planet are we leaving for our future generations? • Why do we always blame external factors in any matter?
  • 14. CHALO PALTAI CAMPAIGN How Simple initiatives bring about big Changes!
  • 15. THE CHANGE – Recycling and Reusing Cut, Altered and redesigned the flex into:- 1. Bags 2. Table mats 3. Wall hangings CHALO PALTAI (LET’S CHANGE)  Created by Star Jalsha – India’s leading Bengali general entertainment Channel.  Star Jalsha had approximately 500 billboards in the city.  Flex taken to Star Jalsha factory instead of dumping lot.
  • 16. • Free distribution. • 15000+ items distributed. • Every individual using Chalo Paltai item is doing their bit to help environment • Radio, a micro website and Facebook- Media Coverage • Educating and Engaging with public on roads, market places and colleges- Chalo Paltai Van. • Several Prominent Figures.
  • 17.  Reduction in Carbon Emission. Precedent for other companies
  • 19. Why is there so much hue and cry for water?  3.4 million people die each year from water related disease  780 million people lack access to clean water  By 2025, an estimated 1.8 billion people will live in areas plagued by water scarcity  90% rural population in India lacks access to safe drinking water INTRODUCTION
  • 20. • Deadly fight between Kenyan herders and farmers in 2001 • Deadly clash in Kashmir, India in 2002 • Violence over Cauvery River in India in 2002 • Al Qaeda threatens US water in 2003 • Mexican farmers shot in duel over spring in 2004 WATER CONFLICTS
  • 21. • Over 90 dead in Kenya water fight in 2005 • Injuries at protest in Orissa, India in 2007 • Violent protests in Nigeria in 2008 • Village attacked in Ethiopian water pipe conflict in 2009 • Violent protests over water shortages in New Delhi in 2012
  • 22. • Unilever to provide 60 million households in water-scarce countries with laundry products that deliver excellent cleaning but use less water, by 2020 • In 2012 Unilever launched Comfort One Rinse, a fabric conditioner • In India and Cambodia Unilever expanded its launch besides Thailand, Vietnam, Indonesia and the Philippines. UNILEVER’S EFFORT
  • 24. • In 2012 Comfort One Rinse products were used in 1.4 billion washes in 28.7 million households worldwide, a 66% increase on 2010 • By 2015 target is to reach 200 million consumers with products and tools that will help them to use less water while washing and showering. • The goal is to reach 400 million by 2020
  • 26. The Tobacco Epidemic : Some facts A smoker will live 14 year less • Every cigarette you smoke can shorten your life by 11 minutes Secondhand smoke contains more than 50 cancer-causing chemical compounds • Nearly 80% of the world's one billion smokers live in low- and middle-income countries
  • 27. Effect of Anti Smoking Ads • Smokers know the facts about cigarettes, but when they don’t see the damage themselves, there is less motivation to stop • Studies prove that Mass media campaigns can effectively reduce tobacco consumption by “shocking and disturbing ” smokers • Direct Correlation between Legacy’s (Anti Smoking Foundation) advertisement budget and household expenditure on cigarettes
  • 28. “Denormalize smoking” strategy for socially conscious Utilize a “why-to-quit” strategy with use of graphic images “Gross it out” Strategy to instill hatred
  • 31. 5 million YouTube views 200,000 Comments 40 % increase in calls to Thai Health Promotion Foundation (THPF)
  • 32. Lot of worthy causes and staff may feel particularly passionate about different areas Ad Agency undertake projects to do social good, showcase their talent and get publicity all at once Challenge to marketers to produce something unconventional for the highly emotive and often fatigued audience for charities . Pro bono work is a distinct form of social responsibility activity