1. Challenge
• Gain new members to TI Club supporting the fight against corruption
• Gain 500 donors to give minimum 1000 CZK each
• Address mainly the TG defined
TG opinions TI
Corruption is
widespread
I don‘t agree
with
corruption
I understand
the impact
on economy
Somebody
should do
somethig
about it
I am not in a
position to
influence
that
Fights
corruption
effectivelyOfers
membership
Seeks donorsInvestigates
and lobby
International
and credible
Connect TG
with TI to
attain common
interest
2. Idea
• Provoke for action!
– Flip the idea
– Gain attention by shocking the society
– By corruption supporting activities of a fake institution
– Use the media attention to make people think and act
We support
corruption!
Do you?
Bribe for life!
Your money
to our
pockets! Don‘t be
passive,
become a
member !
We have the
solution
Help us fight
corruption !
Fake institution Target Audience Transparency Int.
3. Process
Online activity
(website & FB)
Happening
Direct mail
Video (viral
potential)
Provocative fake
institution activities
Media (creating the buzz online
& offline) & TG attention
TI‘s reaction, explanation
and call to action
Donors and new members
acquisition (online & offline)
4. Creative solution
• The Godfather Association, which promotes open corruption
• Wants to introduce the „DPK“ aka „CAT“
• Wants to collect the DPK and reallocate it among members of association
DPK= Daň z Přidané Korupce ~
CAT= Corruption Added Tax
(Link to the Value Added Tax)
100%
10%
21%
Final price (VAT and CAT included)
Wholesale price
DPK (CAT)
DPH (VAT)
6. Communication details 2/4
• Direct mail from Godfather association
– Targeting the TG (at their workplace) asking them if they already count
with including the DPK (CAT) into their personal costs
– Cause questions asking and getting the direct attention
– Link to Godfather Association websites
– Causing WOM
– 1000 pcs
7. Communication details 3/4
• Happening for fake initiative
– Collecting signatures from the TG and others
for launch of DPK (CAT)
– „New law“ initiative
– Shocking reactions from the audience
– After revealing true intention to present
audience
– Hotspots of TG and media representatives
(office areas)
– Video from the happening (confused
faces, online viral potential)
– (supporting material- buttons, stickers)
8. Communication details 4/4
Happening interview scenario- EXAMPLE
Hi, would you vote for CAT?
CAT? What is it?
It is the corruption addend tax. Common thing…
WTF.OMG. How dare you? Are you serious? (rude
words)
That is „already happening“, don’t you know about it?
No! That is not possible!!
Well if you do not like it, why do not you do
something with it? That‘s why TI is here for us.
They fight the corruption. You can support them
with 100Kč/month…
9. Effects
• Creating buzz
• Gaining mass media attention
• Start discussion
• Followed by revealing the truth by TI to the wide
audience and media
• Using the mass PR potential for calling the TA to
action
• Transform the mass awareness into new
members and money!
10. Budgeting, timing
• Online activity
– First thing to launch
– Simple websites and FB pages
• Direct mail
– 1000 pcs
• Electoral kiosks
– 5 kiosks operated by volunteers
– After launching Online and Direct Mail
– Supporting materials
• Two weeks campaign
11. Summary
Goal: Gain new members and donors
Online activity
(website & FB)
Happening
Direct mail
Video (viral
potential)
Provocative fake
institution activities
Tools
Effects:
Buzz, media attention, PR
explanation of TI, TG action
Godfather association, DPK (CAT)
