User:Yuyu001126/sandbox

Donation for " Essential Nutrition Pack" for children in the rural areas
Campaign Slogan: "End their Hunger, Malnutrition No Longer!!!"

Promote our “essential nutrition pack” designed especially for children in rural areas.

Preface: Despite the superficial prosperity in urban areas, the hunger and malnutrition problem in rural areas in Taiwan is still a critical issue. According to local survey, in rural areas, more than 70% of children drink milk less than twice a week; approximately 20% of children are underweight, and more than 10% of them fail to have a regular diet. We believe that “low accessibility to nutrition” is the main cause of the hunger and malnutrition problem in rural areas, and our essential nutrition pack can help. Every essential pack contains a box of ESL milk, a bar of cereal, and a pack of nuts. The essential nutrition pack, with the amount of nutrients well-calculated, may serve as a simple, direct, and feasible way to meet a child’s daily needs for nutrients.

To take our essential nutrition pack into practice, we need both corporations and the public to join us.

Strategies

1. Make a video

To highlighting the real life of children in rural areas, inviting the public to help these children

1. Invite celebrities who have children themselves to be the ambassadors showing up in the middle of the video. [Liking]

2. Tell the story from the first person perspective by presenting the day of a child living in the rural areas

* Ambassadors enter in the middle of the video to help the child, reinforcing people’s beliefs of helping these children  [Commitment & Consistency] + [Liking]

3. The child saying thank you at the end of the video. [Reciprocal concessions]

2. Food Fair & Concert

Food Fair

1. The vendors will give out some free samples, and in this way, people are limited in the “repay” process, meaning they are more willing to spend their money buying the food.

1-2. At the same time, the vendors will donate half of their income to the children, and the customers will know they are spending the money not just to fulfill their needs, but also to support the children’s needs. [Reciprocation]

Concert

3. Invite Famous Singers who are also “parents” Ex: Ella from SHE or Jay Chou

*Singers who are good representatives tend to gain more attractions from the audience. [Liking]

4. Performing songs that are specially written only for this event, the audience can only hear the song if they attended this event. [Scarcity]

5. They could say something like : “Please follow my path, I donated how much money each year, and now it’s your chance to help these children too!” [Social Proof]

3. Social Media

*Social media is a common communication tool nowadays, which people almost use it everyday.

In order to intensify the exposure of this campaign, we can invite the influential celebrities to forward the post of this charitable campaign on their Facebook or Instagram accounts. Ex: Mayday or Jolin, both of whom own a huge fan base. Due to the highest fan base, the posts of those celebrities can achieve a high click through rate in such short time. With celebrities' huge charisma, a large amount of people can get to know this issue, which makes the donation campaign much more efficient.

[Liking] + [Authority]

4. Donation Box

Idea:Creating a donation box with the mechanism that can play music and automaton dolls will pop out and move to the music every time the donating sum is added up to 300NT$dollars.

The point of using new-designed donation box:

1.By setting this kind of customized donation box in the park,the donating activity can easily gain attention; then one by one may follow previous people inserting a coin or two into the box. [Social proof] Also, parks are places that children often spend their time in, so setting in donation box in the park may have more opportunities to receive money since parents would like to educate their children "beneficence".

2.The new-designed donation box will play music as a return for donors. [Reciprocation]