Campaign Principles
"Suraya" is a Persian & Urdu word and in Arabic it's known as "Thuraya" and in English "Pleiades" which is cluster of seven stars. For this reason, we have seven principles (modified to fit locally) to make our campaign work. All the seven principles can be summed up using the word “success”. We stress on "sticky" ideas by Sticky we mean "understandable, memorable, and effective in changing thought or behavior" which is exactly what our campaign strives to achieve.
"Suraya" is a Persian & Urdu word and in Arabic it's known as "Thuraya" and in English "Pleiades" which is cluster of seven stars. For this reason, we have seven principles (modified to fit locally) to make our campaign work. All the seven principles can be summed up using the word “success”. We stress on "sticky" ideas by Sticky we mean "understandable, memorable, and effective in changing thought or behavior" which is exactly what our campaign strives to achieve.
SUCCESS
=
SIMPLE UNEXPECTED CONCRETE CREDIBLE EMOTIONAL STORIES SEGMENTATION
Here is the explanation for SUCCESS checklist.
1. Simple = Core + Compact
FIND & SHARE THE CORE.
Our message is simple "We protect you by preventing...".
We do this by changing reckless attitude of the driver through spreading messages that stick & lead people to adopt safe driving principle.
2. Unexpected = Interest + Surprise
GRAB & HOLD ATTENTION
We aim to spread messages which will shock or surprise the listeners about the consequences of reckless driving.
3. Concrete = Understand + Remember
HELP PEOPLE UNDERSTAND AND REMEMBER.
The message would be easy for people to understand and once they understand, the message will be "sticky" enough for people to remember.
4. Credible = Authority + Convincing details
HELP PEOPLE BELIEVE.
Our advice and message would come from experts in road safety and we will transmit convincing statistics from credible sources.
5. Emotional = Touching + Caring
MAKE PEOPLE FEEL & CARE.
"People say what they think and do what they feel".
Our messages aim to hit the emotional core and logically leads them to action. (instead of plain statistics).
6. Stories = Simulation + Inspiration
GET PEOPLE TO ACT.
People are usually moved by real life stories.
Our foundation was formed due to the untimely death of Suraya.
From time to time, we may provide stories of real life tragedies and deaths due to accidents.
7. Segmentation = Analyze + Treat
ONE SIZE DOESN'T FIT ALL.
Marhaba!, Kasa hay?, Salut!, Hello! U.A.E & other Gulf are multicultural countries.
The way to cure reckless driving is to analyze the dominant cultures and find a cure or message that people can understand & relate to.
Have a look at our current campaigns to see how we have translated these principles or look at these case studies.
What is really killing people in the Gulf? ― an infograph highlighting the amount of people killed by road accidents and its effect on the Middle East’s economy. Have a look at the infograph and please share it with other drivers >>
The Oath Project ― a vow encouraging everyone to take the challenge of being a safer driver. If you believe that you’re a safe driver, please join us and take the oath >>
The “Are we reckless?” Campaign ― A hard hitting radio campaign (in English, Arabic and Hindi) aimed at getting drivers to question their driving habits. We’ve finished the scripts, but still need your help producing the ads. Have a look at the finished scripts and let us know what you think >>
What is really killing people in the Gulf? ― an infograph highlighting the amount of people killed by road accidents and its effect on the Middle East’s economy. Have a look at the infograph and please share it with other drivers >>
The Oath Project ― a vow encouraging everyone to take the challenge of being a safer driver. If you believe that you’re a safe driver, please join us and take the oath >>
The “Are we reckless?” Campaign ― A hard hitting radio campaign (in English, Arabic and Hindi) aimed at getting drivers to question their driving habits. We’ve finished the scripts, but still need your help producing the ads. Have a look at the finished scripts and let us know what you think >>
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© Copyright 2010 Suraya Foundation. All Rights Reserved
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