1. WHY CHOOSING NOT TO BUY ANOTHER PAIR
OF SHOES DOES NOT MAKE YOU FEEL
GUILTY OR AWKWARD?

2. INSIGHT
PUBLIC IS GIVING HAND OUT NOT HAND UP
PERCEIVING BUYING “THE BIG ISSUE”
AN ACT OF DO-GOODING FOR BAGGERS

3. INSIGHT
TOO MANY DIFFERENT EMOTIONS INVOLVED

4. CHALLENGE
FIND A FAST & CHEAP WAY TO
CHANGE THE PERCEPTION OF BUYING
“THE BIG ISSUE” AS AN ACT OF DONATION &
INCREASE THE SALES VOLUME

5. IDEA THERE IS NO ROOM FOR EMOTION IN BUSINESS
“SAVE YOUR EMOTION, IT IS ALL ABOUT MY PROFIT,
YOU DO-GOODER!”

6. PHASE I – DISTURB
“SAVE YOUR EMOTION, IT IS ALL ABOUT MY
PROFIT, YOU DO-GOODER!”
PR
1. NEW FORCE – VENDOR ASSOCIATION
EVENTS
2. A PUBLIC DEMONSTRATION
3. NEW OWNED MEDIA ACCOUNTS SOCIAL
NETWORKS
EXECUTION
4 . CHALLENGE EXISTING FACEBOOK COMMUNITY
“That Awkward Moment When You Make Eye Contact With The Big DIGITAL
Issue Guy”
VIDEOS
ONLINE BUZZ

7. PHASE II - REFOCUS
SUBSTITUTE EMOTION WITH PRAGMATICAL
INFO AND CALL TO ACTION
PR
1. REFOCUS CONVERSATION
SOCIAL
BUSINESS MODEL EXPLAINED NETWORKS
VENDOR TESTIMONIALS
EXECUTION
2. INITIATE SALES DIGITAL
VIDEOS
“THE BIG ISSUE” IMPACT ON LOCAL ECONOMY,
ONLINE
SOCIETY BUZZ
DONATED AD
SPACE

8. INITIATED PUBLIC DEBATE
FREE MEDIA COVERAGE
ONLINE BUZZ
INCREASED TRAFFIC TO OWNED MEDIA
MORE PEOPLE SEEING “THE BIG ISSUE”
VENDORS AS ENTERPRENEURS NOT BAGGERS
SALES INCREASE
RESULTS

9. INSIGHT: PUBLIC TREATS “THE BIG ISSUE” VENDORS AS BAGGERS
CHALLENGE: FAST & CHEAP WAY TO CHANGE THIS PERCEPTION
IDEA: “SAVE YOUR EMOTION, IT IS ALL ABOUT MY PROFIT,
YOU DO-GOODER!”
EXECUTION: DISTURB AND REFOCUS PUBLIC CONVERSATION
RESULTS: CHANGED PUBLIC IMAGE OF “THE BIG ISSUE”
VENDORS & INCREASED SALES VOLUMES
SUMMARY

10. “SAVE YOUR EMOTION, IT IS ALL ABOUT
MY PROFIT, YOU DO-GOODER!”