Pro bono marketing

1. Sparsh Manchanda (B 36) Pratik Sharma (B 51)
Abhishek Pal (B 45) Abhisheik Sheoran (B 57)
Jeenoy Pandya (B 46)
MARKETING

2. Introduction
• Pro bono publico a Latin phrase meaning
for the public good
• Pro bono service is the donation of
professional services for social
organizations.
• It includes everything from legal to
marketing to strategic planning to human
resources services

3. 1. 1942 : the Ad Council was born and
with it, the field of public service
advertising. Major Achievements of this
campaign can be listed in the form of
“Loose Lips Sink Ships” and
“Only You Can Prevent Forest Fires”.
2. 1962 : President John F. Kennedy created The
Lawyers' Committee for Civil Rights Under Law,
dedicated to upholding civil rights
HISTORYFOR PRO BONO

4. HISTORY FOR PRO BONO
3. 2001 : Taproot Foundation was founded to build on these
historic efforts to make the pro bono service ethic part of
every business profession
4. 2008 : The White House campaign – Billion + Change.
5. 2011 : The AIGA (professional association for design) Pro
Bono Design Program and 80% of top business schools
engage students in supporting pro bono

5. Partnership between The
Save Our Seas Foundation
and Times Newspaper
•Pro Bono : One page ad
given for free
•Awareness regarding
Shark Fin hunting
• More freedom in work
for agency

7. A wake up call
• One of the most glaring problems facing the world today is:
• How to overcome it?
• Present efforts

8. Have we woken up?
• Crude oil – lifeline of the world
• However scientists predict an ominous trend – “Peak oil”
• Alarm bells ringing

9. The background score & the thespian
S-Oil’s ‘HERE’ balloon campaign.wmv

10. Credits
• Out of the box thinking
• Why is the Ad eye-catching?
• Embraces the theme
• 2 birds with one stone
• Leaves a smile on your face

12. • 150,000+ tons of vinyl flex disposed off every
year
• Typically this waste is burnt in landfills,
contributing to air pollution
• Serious environmental and health hazard -
Can cause cancers and infertility.

13. Some Questions !
• Has economic growth made us
so blind that we have forgotten
the environment?
• What kind of a planet are we
leaving for our future
generations?
• Why do we always blame
external factors in any matter?

14. CHALO PALTAI
CAMPAIGN
How Simple initiatives bring about big Changes!

15. THE CHANGE – Recycling
and Reusing
Cut, Altered and redesigned
the flex into:-
1. Bags
2. Table mats
3. Wall hangings
CHALO PALTAI (LET’S CHANGE)
 Created by Star Jalsha – India’s leading
Bengali general entertainment Channel.
 Star Jalsha had approximately 500 billboards
in the city.
 Flex taken to Star Jalsha factory instead of
dumping lot.

16. • Free distribution.
• 15000+ items distributed.
• Every individual using Chalo Paltai item is doing
their bit to help environment
• Radio, a micro website and Facebook- Media
Coverage
• Educating and Engaging with public on roads,
market places and colleges- Chalo Paltai Van.
• Several Prominent Figures.

17.  Reduction in Carbon
Emission.
Precedent for other
companies

19. Why is there so
much hue and
cry for water?
 3.4 million people die
each year from water related
disease
 780 million people lack
access to clean water
 By 2025, an estimated
1.8 billion people will live in
areas plagued by water
scarcity
 90% rural population in
India lacks access to safe
drinking water
INTRODUCTION

20. • Deadly fight between Kenyan
herders and farmers in 2001
• Deadly clash in Kashmir, India
in 2002
• Violence over Cauvery River in
India in 2002
• Al Qaeda threatens US water
in 2003
• Mexican farmers shot in duel
over spring in 2004
WATER CONFLICTS

21. • Over 90 dead in Kenya water
fight in 2005
• Injuries at protest in Orissa,
India in 2007
• Violent protests in Nigeria in
2008
• Village attacked in Ethiopian
water pipe conflict in 2009
• Violent protests over water
shortages in New Delhi in 2012

22. • Unilever to provide 60 million
households in water-scarce
countries with laundry
products that deliver excellent
cleaning but use less water, by
2020
• In 2012 Unilever launched
Comfort One Rinse, a fabric
conditioner
• In India and Cambodia Unilever
expanded its launch besides
Thailand, Vietnam, Indonesia
and the Philippines.
UNILEVER’S EFFORT

24. • In 2012 Comfort One Rinse
products were used in 1.4
billion washes in 28.7 million
households worldwide, a 66%
increase on 2010
• By 2015 target is to reach 200
million consumers with
products and tools that will
help them to use less water
while washing and showering.
• The goal is to reach 400 million
by 2020

26. The Tobacco Epidemic : Some facts
A smoker will live 14 year less
• Every cigarette you smoke can shorten your life
by 11 minutes
Secondhand smoke contains more than
50 cancer-causing chemical compounds
• Nearly 80% of the world's one billion smokers
live in low- and middle-income countries

27. Effect of Anti Smoking Ads
• Smokers know the facts about cigarettes,
but when they don’t see the damage
themselves, there is less motivation to stop
• Studies prove that Mass media campaigns
can effectively reduce tobacco consumption
by “shocking and disturbing ” smokers
• Direct Correlation between Legacy’s (Anti
Smoking Foundation) advertisement budget
and household expenditure on cigarettes

28. “Denormalize smoking”
strategy for socially conscious
Utilize a “why-to-quit” strategy
with use of graphic images
“Gross it out” Strategy to instill
hatred

31. 5 million
YouTube
views
200,000
Comments
40 %
increase in
calls to Thai
Health
Promotion
Foundation
(THPF)

32. Lot of worthy causes and staff may feel particularly passionate about
different areas
Ad Agency undertake projects to do social good, showcase their talent and get
publicity all at once
Challenge to marketers to produce something unconventional for the highly
emotive and often fatigued audience for charities .
Pro bono work is a distinct form of social responsibility activity

33. Thank You