Social_Marketing_Campaign

German university in Cairo Marketing department T.A: Miriam Bebawy Group: T-16 Done by: Hassan Kamal 7-3139 Mohammed Demallawy 13-7761 Karim El Kady 13-1047 Mahmoud Seyam 16-3370 Phase 1: Summarize key background information leading to the development of this plan. During the last 25 years, Corruption in Egypt became a ruling social law that spoiled ambitions, justice, equality, spiritual value and equal opportunities among Egyptian citizens. Egyptians are living this blossoming series every day as the fall of the junior and senior figures in different branches such as media and governmental institutions became daily news. However corruption can be defined as abusing power to achieve personal gains. According to Transparency International's Corruption Perception Index which supervises 180 countries by their perceived levels of corruption, Egypt rank is 115 in 2009 as determined by assessments and opinions of experts knowing that this ranks are in ascending order. What is the campaign purpose, the intended impact (benefit)' The purpose of the campaign on the short run is to ensure that all the citizens are well informed of what corruption is and to provide the essential information needed to combat corruption by elaborating the citizen role in this issue such as reporting corruption whenever seen to the specialized authorities. While on the long run, the intended impact is to eliminate the pervasive corruption in Egypt and to increase the Egyptian transparency within the society. What is the campaign focus' The focus of the campaign is to explain and elaborate the bribery phenomenon in Egypt in terms of the seriousness of the problem, reasons and how to annihilate this omnipresent virus in all its forms in all country sectors. What internal strengths will your plan maximize' Our plan will be maximizing public figures and popular book authors to talk with fresh graduates, under graduates and employees in the government and outside the government about the effects of bribery and its consequences in the future. Also, the use for those individuals are to assist in the campaign to promote the idea of anti-corruption and how to eliminate this cancer from over society to achieve better future and equality between citizens. Moreover to that, there something very important to our campaign which is advertising and it is one of the most effective ways to reach the largest number of individual to promote our idea in our campaign using our involved individuals of public figures and popular authors with persuasive advertisements. What internal weaknesses will your plan minimize' Our plan will be facing some weaknesses such as the campaign will not reach all our targeted audience and with a low percentage of acceptance because our idea discusses a cultural problem with old roots, and also we can’t change people’s behavior instantly, however we can help them to. Another weakness is that some of them might not be interested about our campaign, so we are trying to use some strategies to make them interested by connecting or linking this case with people’s daily life and their future. Finally, raising funds is one of the major weaknesses we must conquer due to high expenses in our campaign to ensure it reaches all the audiences. What external opportunities will your plan take advantage of' Opportunities may appear in our anti-bribery campaign as a sort of public relations if we targeted the teenager segment, we could take advantage of their leisure time to assist the awareness for those who do not know how corruption and bribery affect the community negatively. Teenagers also have the ability to work for long hours and they usually are hard workers. They also love to donate their time in order to help, and they could attract their friends due to their strong-ties. Moreover, they are the future community so if they are aware about the effect of bribe on community, they would make a difference. Technology plays an important role in our campaign, anyone could apply online and register his name and he could also answer a survey on the internet, he could also say his opinion about how bribe is positive or negative on the employee. Also males have proved that they capable of management work more than a girl in the decision making because of the emotions. Females are proven that they are capable of teaching and human resource allocation. Anti-bribery campaigns help the economic situation to be stabilized again due to reducing the gap between the rich and poor, it also apply the faith rules and regulations in refusing such money. The political forces that may be an opportunity for the campaigns is countries that have a high corruption need a sort of help from the community to aware people of bribery negative effects. What external threats will your plan prepare for' Not every culture would accept such campaigns because the norms and traditions are built upon paying money in order to take your rights, this may happen due to the minimum wages offered by governments. Moreover our campaign is expected to confront fierce protests by corrupted elites, seniors and juniors who are benefiting from the existing corruption regardless what they are ready to do to put obstacles all the way to stop or paralyze our campaign, and that’s why counter measures shall be taken to block this threat such as fulfilling all the licenses needed and confirming that everything being done under the law. What findings from prior and similar efforts are noteworthy, those of yours and others' A lot of anti-bribery campaigns were executed such as the RTI campaign camp in Kanpur. They made an awareness camp to aware people, people were very enthusiastic and one thousand pamphlets were distributed. They also make a difference in Kanpur people. We also as anti-bribery campaign will attach every single action and the effect of it in the community through video presentations and creative ideas of presenting the bribe accepting agent as a very cheap person, in Egyptian community people may do a lot of things wrong and they maybe don’t know that it is a very cheap act. So if we tried to instill ethical values in the community to anti-bribery actions we could have high outcome than we market that certain act is wrong. We should market the image of this good person who do such act and the other one who accepts bribes. The primary target audiences for your program/campaign in terms of size, problem incidence and severity, and relevant variables, including demographics, psychographics, geographic, behaviors, and/or stages of change: The primary targets are the young adults specially the undergraduates and the fresh graduate and employees in governmental and non-governmental organizations. We will target the employees in governmental organizations in order to stop corrupting the government systems that have been made in order for the society to benefit from these systems fairly and equally, also to prevent any system breakdown in the government which can cause conflicts and problems. For example; governments sets rules, regulations and procedures that the society follows in order to make life easier, organized, fair and balance between each one in the society; if any failure occurs there will be a huge dilemma , economically, financially and securely. The message of this campaign is to stop bribery in any governmental procedures, as so many employees in the government accept bribes in order to satisfy agents’ vain desires to fulfill their wants and needs before others. We are trying to stop bribery because bribery motivate people to break rules and laws in the society in order to accomplish other people’s objectives or work which is not done legally. We are also targeting employees in non-governmental organizations, because they are the ones that start the bribery process as they need something in a particular governmental procedure to be done quicker than it should be done. The other segments we are targeting are the youth who are still fresh graduates and are recently involved in the working life, because this segment have no work experience and might be involved in a bribery due to their lack of knowledge, we are also targeting undergraduates in universities to acknowledge and aware them of the problems and hazardous bribery. The geographic targeting of the people will be in mostly in Cairo especially in private and public universities. The targeting of the graduates will be also in Cairo in private companies and public institutions. The psychographics will be males and females between age of 18 and above. The behaviors we are focusing on are people who are getting paid low incomes and come from a harsh environment. We are targeting these people because they will be the most segments who need a bribe to carry on their lives, also people who are troublemakers and have previous bribery records with law authorities. We are also focusing on influencing the behavior of poor people because they are the most ones that are motivated to accept bribery as they are in need of money or anything material due to their harsh living conditions and unaffordable social expenses, this is a relevant variable. Also influencing people who are accepting the bribe as an extra source of income, they should think about their self-integrity and dignity of how to accept bribe in order to do someone a particular job or task that they are not able to do because it’s illegal or there is so many implications in this specific task. Also well try to add new behavior skills to the undergraduates and fresh graduates about behavior of bribery of how to avoid bribery and what to do if bribe is offered to them later on in life. How to think about positively and how to reject and try to teach other people about how bribery can damage the community we are living in and open new gates of corruption to the society and therefore develop a society full of corruption and damage the governmental systems. We will also try to support the government to focus more on controlling bribery in the community and try to set new laws and penalties if anyone tries to use bribery as an easy way out in any normal issue. The targeting process of this campaign will be in the form of lectures and seminars presented by the team members to the specified sample in university campuses all around Cairo and the same will be done in companies. Each lecture will be one hour duration and we will till the audience the possible threats involved in accepting a bribe and acknowledge them of how to avoid such situations. Brochures and leaflets will be passed around to all target segments. What, very specifically, do you want to influence your target audience to do as a result of this campaign or project' We would like the target audience to take this issue in to a great consideration as well as the governmental organizations as they will have a huge roll in supervising the campaign and take all its important points in to consideration, as the government has a huge power in directing the society in to the correct path of a healthy and perfect community, that has no corruption or many illegal records. I would like to influence these targets morals and authenticity in order to change the way of thinking about bribery as an easy way out of any complicated or hard working procedures. Is there anything you need them to know, in order to act' I would like the target audience to know the exact meaning of bribery in terms of legal actions taken by the government if anyone tries to bribe anyone for his own prime interest, in order to achieve his desires. The target audience should know the penalties and the fines that would be charged if any bribery process occurs and the consequences of thinking about bribery. How bribery can affect the society as a whole as bribery takes away the rights and integrity of other people, also the effect of bribery on the coming generations as they will be raised in a society full of corruption and distortion. Is there anything you need them to believe, in order to act' I need to target audience to believe that by bribery they are cheating on their own integrity and dignity and selves. And bribery is not accepted in any religion, as all religions have listed the sins that are caused by bribery and how other people lives change due to bribery. How god doesn’t accept the goodwill made by the human as it’s impure to live with something that is totally hated by god and unaccepted as it is unethical and immoral. What quantifiable, measurable goals are you targeting' Primarily, increase the levels of awareness within the Egyptian citizens and eliminate the negativity in the Egyptian society to ensure that the whole society is participating in destroying the bribery corruption. Also increase the efficiency of the governmental sectors on all levels as a big drop in the governmental functions due to bribery, enhance the Egyptian transparency worldwide leading to a higher rank within the corruption perception index at least top 20 and finally achieve a 100 percent opportunity equality between the citizens where the one who deserve is the one who reaps. References: http://globalvoicesonline.org/2008/11/18/egypt-steps-down-on-transparency/ http://www.anticorruption.info/citizen.php http://en.wikipedia.org/wiki/Corruption_Perceptions_Index http://www.aidprojects.org/projects-view-1.asp'login=guest&id=574