Debriefing. Case: MasterPeace India/Pakistan

Debriefing Case: Masterpeace India/Pakistan

Motivation MasterPeace is a rapidly growing community spread across the world. Their main goal is peace-building and growing intercultural understanding. To do so they make use of an impartial and open organization structure, combining global thinking with local ­acting. On local level MasterPeace has different clubs, whose members (peace activists) work everyday to to connect people. The efforts and activities of these peace activists deserve it to be seen by everyone.

Problem MasterPeace has a communication problem. MasterPeace wants their target group to know that they have local initiatives who organize activities who connect and work together to fuel peace-building and intercultural understanding.

Task Masterpeace wants a new communication campaign to raise awareness and trigger involvement. Awareness of what Masterpeace is and that the Masterpeace clubs exist, as well as awareness of what they both do. After seeing the campaign the target group should want to participate in building peace and growing intercultural understanding, the campaign needs to trigger involvement (call to action).

Brand platform MasterPeace wants to inspire everyone to use his or her talent and energy for building peace and togetherness. This will lead to a more sustainable world with less armed conflict. A long term vision is to let MasterPeace become a real, independent movement, where the MasterPeacers work together independently.

Communication goal Give the MasterPeace clubs a way to inspire the local target group to use their talent and energy for building peace and togetherness, engaging people to join their local MasterPeace clubs.

Target group People in India and Pakistan with interests in social activism and a strong sense of community. They are young activists with internet access, and want to help create a better situation for their local communities.

Barriers Previous campaign has been seen as a bit vague by a lot of people. As has the entire concept of MasterPeace. The concept must be made accessible enough for the target group. There’s a distinct cultural barrier for our project group to overcome. We need to dive into the societal-, cultural and political climate of India and Pakistan to be able to create a campaign that we with confidence can say will work.

Message/proposition The campaign should continue on the same path as the ”Be a Nelson”-campaign, and show people that by starting out small, everyone can help to make the world a better place.

Supporting evidence MasterPeace has shown an ability to engage a large number of people, as with the MasterPeace playlist campaign for the International Day of Peace, which directly involved 200.000 people and had an estimated reach of millions. This shows that the concept is something that moves and inspires many.

Tone of voice The tone of voice should go along with the MasterPeace passion statement, be inspiring, including and hopeful. Soft power is something they use for all their campaigns, and it should be something that comes back in this communication campaign.

Media mix The main media used to communicate to the public is the MasterPeace website, and therefore the campaign should be made in a format that suits it.

Budget As MasterPeace is a non-profit organisation, the project will have to deal with the fact that the ”budget”, in traditional terms, is non-existent. We must cope with the idea that all resources must be donated by or provided by external actors without economic compensation.

Parameters The communication campaign should be, in some way, accessible through the internet.

It’s preferred for the campaign to have a programming/IT-angle, but other than that, MasterPeace gives total freedom, limited only by our creativity.

Melle Meijer - 1645212 Sanne Kamlag - 1638296 Vera Kusumawidjaja - 1616386 Willem van Helvoirt - 1643155 Oscar Manfred - 1685299 Bokyung Ku - 1684961