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Wyeth & WFP: The Helping Bottle Brief

Wyeth & WFP: The Helping Bottle Brief. Background: One eighth of children, women, and men don’t have enough to eat. And hunger kills more than 8,500 kids every day. Wyeth & WFP: The Helping Bottle Brief. Background: Wyeth is a leading brand for baby and mother product.

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Wyeth & WFP: The Helping Bottle Brief

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  1. Wyeth & WFP: The Helping Bottle Brief Background: One eighth of children, women, and men don’t have enough to eat. And hunger kills more than 8,500 kids every day.

  2. Wyeth & WFP: The Helping Bottle Brief Background: Wyeth is a leading brand for baby and mother product. World Food Programme(WFP) is the world’s largest humanitarian agency fighting hunger, especially for kids. We will work together to help the ‘Zero Hunger’ project.

  3. Objective: Draw attention around the issue of child hunger. Trigger action among the general public, especially female 30-35. Challenge and Opportunity: Wyeth has extremely stable consumer in 80 countries worldwide. If we can mobilize these consumers to participate in the ‘Zero Hunger’, it is bound to be a win-win campaign. More coincidentally, Wyeth’s consumers are consistent with those ones that WFP intends to mobilize. ZERO HUNGER

  4. Strategy: We don’t want to do adverting as brand, we will going to help hungry children ask for themselves.

  5. If someone ask for help , he will use

  6. Hi, My name is Sam,6 years old. I live in the South Sudan. I have no food to eat for 2 days. Please help me. Sam is waiting your help. Donate to www.wfg.org‘Zero Hungry’ Our New Product: The Helping Bottle(Like a floating bottle, but the bottle is baby’s feeding bottle), with a short letter written/drawn by a real hungry child. When mother open a Wyeth milk can, she will find it(pasteurized) Key Message: He/She is waiting your help. Donate to www.wfp.org ‘Zero Hungry’ Watch sam’s story

  7. Target: Female 30-35, married with children, well educated, well income.

  8. Deliverables: Tone: Positive, optimistic, Do not use images or a tone that are guilt-inducing.

  9. Timeline: 2 months, from Aug.1 to Sep.30 2014 Measurement(KPI): Donation amount Awareness among public No.of wfp.org website clicks No.of video clicks Social mentions Budget: 6,000,000 USD for 10 countries (3,000,000 for feeding bottle cost, 2,000,000 for event, 1,000,000 for POSM/KV) Thank you!

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