RFP_UNDP_Creative&Strategy

Strategy and Creative Solution

Awareness Raising Campaign

YOUTH ENTREPRENEURSHIP

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

BRIEF DESCRIPTION Preparation and delivery of an awareness raising campaign on youth entrepreneurship, targeting youth (ages 20- 35) both in and outside of formal education. The ultimate aim is to raise awareness on youth entrepreneurship as a means to income generation, as well as provide information on the main procedures to set up an enterprise in Albania.

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

CAMPAIGN FEATURES •

Engaging and attract the interest and participation

•

Should target youth and should include usage of innovative information and communication tools including social media.

Abdyl Frashëri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

Defining the Audience Profile

THE STRATEGY AND THE AUDIENCE

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

THE TARGETED PROFILE Young people that are striving to get a decent job and are caught in bad position mainly because they are just outside their parents financial protection (As they used to be when in college) or are facing the rising financial needs of their way of life.

They usually fall into a hopeless situation when they cannot find a job and are unable to get out of the of the current employment scheme, or feel powerless and affraid to change the way they think about employment.

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

THEIR LIFE AND THE WAY OF LIVING Mostly, they work every kind of job with every kind of pay, mainly because they are in need of monetary goods to keep up with the trend, a shiny mobile device, the current fashion, the social circle, pubs and clubs, and the usual weekend with his best friends.

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

THE WAY THEY THINK I’m desperate, I cannot find a decent job so that i dont think about tomorrow’s unpaid bill.

Social Security, Taxes? No way, i can barely keep up with my personal life needs, let alone public contribution! Thinking about starting your own business? Well yes, but I’m not sure i can make it.

Look at the crisis and all those difficulties the country economy is facing. Not mentioning the heavy taxes I may face next year after I open up my business, the rent, electricity bills, watter and sewage ... all those bills! No way, even a common job is much more easier then the neverending troubles.

Abdyl Frashëri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

Communicating HOPE

CHANGING THE CURRENT TREND

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

TONE OF COMMUNICATION Tell them that they should value themselves, and not fall “prey” to the common employment scheme. Have faith and believe that they can be game changer.

That sometimes even the smallest of change can make the difference.

We want to tell them to not undervalue themselves that even they can be leaders.

All they need to do is dare a small change in their vision and they way they percept employment.

Abdyl Frashëri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

CREATIVE APPROACH Communicate INVITING copy to call them to interact.

Call to their EGO and INTELLIGENCE making them aware that by doing common job they forget their own worth of personality. Invite them to be LEADERS

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

Visual communication

THE CREATIVE SOLUTION

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

CAMPAIGN LOGO WE feel that, due to the nature of the project, to achieve distinguishing from the similar projects, the campaign need to have it’s own LOGO. We want to tell them that the project team and this campaign is not ordinary but a well and wholy positionet organisation that responds to the audience.

*Agency Suggestion

All the artwork shown in this page is not considered final version, as such are subject to change in future release.

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

THE MAIN POSTER Featuring a young positive man on the front face, that stands separated from the rest of the crowd on blurry background.

The blurry effect plays as a device to call for change and get the initiative to stand out and claim THE LEADER he is. The same effect is applied to the last U that in albanian language plays well to get the right meaning* * Language Specific: The copy claims that it’s one letter that makes the difference. Indeed, in Albanian, the word UDHEHIQ si used for LEAD and UDHEHIQU for BE LED. Therefor, diminishing the last U gives the creative the needed device to communicate LEAD and claiming correctly the strategy that even a small change can make the difference.

UDHEHIQ - LEAD UDHEHIQU - Be LED

Copy: IT’S ONE LETTER THAT MAKES THE DIFFERENCE

Call to action: LEAD (together with the blurred U = be led) All the artwork shown in this page is not considered final version, as such are subject to change in future release.

Abdyl Frashëri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

OUTDOOR PRINT Media space that can be used to get the communication where the most crowded City areas are. Featured by a QR code that is linking to a FB page, this visual is intended to be catchy and at the same time offering social media interactivity. *Agency Suggestion

All the artwork shown in this page is not considered final version, as such are subject to change in future release.

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

OUTDOOR PRINT Media space that can be used to get the communication mainly on highways and national roads. Also featured by a QR code that is linking to a FB page for detailed information. *Agency Suggestion

All the artwork shown in this page is not considered final version, as such are subject to change in future release.

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

NEW MEDIA INITIAL INSTALATION STATE Mini Flyer removable material

It is only a letter that makes the difference BE LED (Get Leaded)* By inviting the people to tear out the “mini flyer” we also invite them to change the meaning of the initial copy “UDHEHIQU”.

The ladder serves as a tool to “symbolically” distinguish the person from the rest of the crowd.

THE RESULTING INSTALATION It is only a letter that makes the difference LEAD (Be the Leader)* Having people interacting with the installation by removing the mini-flyer they have actually revealed the real call to action message UDHEHIQ (LEAD) With a worn out U a the back to see the difference.

The installation will be produced and activated at two of the most crowded areas in Tirana, and other major Albanian Cities aswell with a total of 10 installations.

All the artwork shown in this page is not considered final version, as such are subject to change in future release.

Abdyl Frashëri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

NEW MEDIA Taking advantage of the press, a sponsored article can be aired by mapping out the U letter from all the words, and intentionally ending the article with “UDHEHIQ_” to stregthen the idea.

While it may look very suspicious at first, when the installation is announced next day, the UNDP press office should hold a press conference and solidarize with the initiative and the Albanian youth, by promissing to drop all U’s from the internal communication.

Another suggestion is to use the TV when announcing the initiative, a news Title bar can aired by animating the last U and make it rotate. *Suggestion Supposedly, UNDP may agree to drop the UNDP acronym from their logo for a month, involving the website, internal and external communication. If agreed, this would be a win case and recognised as an innovative campaign worldwide.

All the artwork shown in this page is not considered final version, as such are subject to change in future release.

Abdyl Frashëri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

NEW MEDIA At the first phase, various sponsored articles can be aired by mapping the message: UDHEHIQ (LEAD) with bold letters on the text columns. This may lead to social “Buzz” where the readers may see this as a “hidden message”.

All the artwork shown in this page is not considered final version, as such are subject to change in future release.

Abdyl Frashëri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

MAGAZINE

All the artwork shown in this page is not considered final version, as such are subject to change in future release.

Abdyl Frashëri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

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The same device here also, but instead of pulling or tearing we use a “calque” paper (blurry transparent paper) to print the message “Be led” and blurry the image of the woman infront.

When flipped the add will read “LEAD” with the young man in focus and the rest of the crowd, defocused.

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

INNOVATIVE FLYER The same change the U letter device here also, we invitie the audience to PULL the paper within the folded PRINT, by doing so he is revealing the contact information but also the “small change” from LED to LEAD.

All the artwork shown in this page is not considered final version, as such are subject to change in future release.

Abdyl Frashëri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

CAMPAIGN BROCHURE

All the artwork shown in this page is not considered final version, as such are subject to change in future release.

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

FB FANPAGE Main artwork featuring the same KEY VISUAL elements.

All the artwork shown in this page is not considered final version, as such are subject to change in future release.

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

AUGMENTED REALITY Taking advantage from the new mobile technology that is being developed, the campaing can go DIGITAL, and get another dimension in communication. Live information, and contacts can be gathered to measure the campaign success. Not only, but by being digital, and innovative, the campaing can get to young people hearts easily.

Technically, an augmented reality app can be developed using the focus feature of the mobile device cameras we can get the _input* (programming) to map the 3D letters in the wallboard (as shown previously) by asking the audience to Make that small change.

When they find the correct wording without the last box, the button submit* will be available, if by chance the participant tries to fill the last box the app will ask “Are you sure you want to submit entry “BE LEAD” instead of “LEAD”? Thus, indirectly communicating the intended LEAD message.

All the artwork shown in this page is not considered final version, as such are subject to change in future release.

Abdyl Frashëri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

PROMO MATERIALS Standard flyer and T-Shirts that are going to be used while promotional activities take place.

All the artwork shown in this page is not considered final version, as such are subject to change in future release.

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

Strategy and Creative Solution Awareness Raising Campaign YOUTH ENTREPRENEURSHIP

MAGAZINE / NEWS FEATURED SUCCESS STORY

PR and Magazine articles can be sponsored to tell project Ambasadors success story.

All the artwork shown in this page is not considered final version, as such are subject to change in future release.

Abdyl FrashĂŤri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al

THANK YOU! Abdyl Frashëri P 31, AP B-05, 1000 Tirana, Albania T +355 42 258 808 F +355 42 400 350 E info@mccann.al mccann.al