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DOMINICAN REPUBLIC

DOMINICAN REPUBLIC. Jennifer Terrero Victoria Feliz. Do you believe in a Brilliant Future waiting for all of us?. THE PROBLEM. PEDRO, 4 YEARS OLD LAST MEAL: NO OFTEN ENOUGH. JOSE, 2 YEARS OLD LAST MEAL: 2 DAYS AGO. MARIA, 5 YEARS OLD LAST MEAL: UNKNOWN.

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DOMINICAN REPUBLIC

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  1. DOMINICAN REPUBLIC Jennifer Terrero Victoria Feliz

  2. Do you believe in a Brilliant Future waiting for all of us?

  3. THE PROBLEM PEDRO, 4 YEARS OLD LAST MEAL: NO OFTEN ENOUGH JOSE, 2 YEARS OLD LAST MEAL: 2 DAYS AGO MARIA, 5 YEARS OLD LAST MEAL: UNKNOWN HOW ABOUT NOW… DO YOU GET IT?

  4. THE FACTS In Dominican Republic… 16% extreme poverty +100,000 children chronic malnutrition 21% destitution Most of them, ask for money at streets and suffer child abuse to early age.

  5. THE CAUSE • Reduce hunger level in Dominican Republic. • Generate attention around the issue. • Enhance Quala’s social responsibility profile. Together we can end hunger...

  6. ‘’GIVE HOPE, GIVE SOUP…’’ KEY MESSAGE:

  7. 100% nutritive soup Provide a balanced diet Replace one meal a day 1 soup donated 1 soup purchased 1 less hungry child

  8. INSIGHT TARGET AUDIENCE Mothers see their own children in every child. Providing your child the best nutrition is a tremendous satisfaction. When a mother sees a malnourished child that evokes her deepest maternal instinct. • Dominican mothers over 20, who understand that good nutrition make a healthy child. • Primary target: married, well educated, upper income. • Secondary target: our brand target, local-popular consumers.

  9. OBJECTIVES TONE OF VOICE Positive Optimistic Familiar Trustworthy • Raise awareness • Spur action DELIVERABLES • Print (name, logo, OOH) • Product placement • Promotion • Mobile apps • Social media platforms • Influencers (high-profile celebrities, events, restaurants, etc.) KPIS 100,000 soups 50 participating companies 5,000 app downloads 1,000,000 tweets/likes Budget: US$ 500,000.00

  10. ‘’GIVE HOPE, GIVE SOUP…’’ ‘’Changing the world, dear Sancho, is not foolishness or utopia, but justice’’ Miguel de Cervantes Let us help children have a brighter future.

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