Group Project
Background Cari Lightner
Candy Lightner
• Founded in 1980 • Drunk driving fatalities reduced by 50% • 300,000 people are still killed or injured every year
“The mission of Mothers Against Drunk Driving is to end drunk driving, help fight drugged driving, support the victims of these violent crimes and prevent underage drinking.”
Services Victim-Survivor Matching MADDvocate Magazine Resource Materials Victim Tributes Walks/Other Events
Partners
Strengths
1.
Strong relationships
2.
Public awareness
3.
Positive public image and strong support
Weaknesses
1.
Concerns over fiscal responsibility
2.
Overreliance on volunteers
3.
Number of victims is greater than number served
Opportunities
1.
Exploring new partnerships
2.
Strengthening existing partnerships
3.
Growing volunteer base
Threats
1.
Public awareness of certain programs low
2.
Wrong perception about role of organization
3.
Competition for funding
Walk Like MADD
$7.6 million in NYC (2016)
$144 million in NYC (30 years)
Opportunities
Participation: Volunteer, Sponsor, Donor, Virtual Walker PR: Large media coverage, earned media, and free publicity
Donation Benefits
1.
provide emotional support and assistance
2.
support law enforcement
3.
work with legislators to adopt tougher laws
4.
support advances in prevention technology
Creative Brief Objectives
1. Increase participation in Walk Like Madd 2. Raise awareness 3. Enhance existing partnerships
Role of the Communication
To: Raise awareness for MADD’s campaign while raising donations By: UBER gifting users who sign up to walk with $5 ride credit
Targets
UBER Corporation, UBER users, potential adopters of the UBER app, philanthropic individuals
Unique Selling Proposition
You can get $5 ride credit, and your donation directly benefits those affected by drunk driving
Creative Brief Rationale
Focus on getting people to not drive drunk and put less emphasis on the fiscal contributions (due to fiscal responsibility concerns)
Desired Response
Develops an increased sense of social responsibility against drunk driving among current and future UBER users
Brand Personality
Passionate, determined, realistic, effective, persistent, driven
Execution When
May 20th, 2017
Where
Barclays Center in Brooklyn to St. John’s University Queens Campus (10.5 m). At every mile marker there will be a personal story along with facts and statistics about drunk driving.
How
Why
Participants take donor pledges which are allocated to helping those who are the victims of drunk driving accidents. Prioritizing one large event a year would allow for larger turnout and make UBER more willing to provide ride credit.
Media Selection + Timing Personal Targeted Mobile Messages, Paid Media Billboards, TV Ads Earned Media
Influencer Relationship: “The Rock� Collaboration
Shared Media
Instagram, Twitter, Facebook
Owned Media
Posts on MADD Website
Strategic Messages
1.
Emphasis on drunk driving education - donations can come as a side-effect
2.
Added business benefit for UBER
3.
You could be a victim too
Final Thoughts Increase support Benefit public image
Questions
Sources