Date post: | 12-Jul-2015 |
Category: |
Education |
Upload: | arko-ashraf |
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Download: | 2 times |
Country - A
Population 7 crores
Food Production 10m tons
Country - B
Population 16 crores
Food Production 35m tons
1972
Population 7 crores
Food Production 10m tons
BANGLADESH
2014
Population 16 crores
Food Production 35m tons
BANGLADESH
1972 - 2014
During this time
Land available for agriculture has DECREASED by 15
Population
Growth
23 times
Food
Production
Growth
35 times
BRANDWITZ lsquo14 FINAL ROUNDTEAM SIMPLEX
SITUATIONALANALYSIS
PESTELANALYSIS
BRIEF ANALYSIS
BACKGROUND
ANALYSIS
BRIEFAnalysis
Bangladesh
Government is concerned
with the food safety scenario
in the country and are taking
steps to improve the
situation
We are a MARKETING
CONSULTANT helping the
Government of Bangladesh to
create an AWARENESScampaign in regards to this
issue
Due to that fact we have
some limitations at hand
as we cannot ensure any
policy changes or
implementation
procedures as it is the
decision of the Government
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
What is Food Adulteration
It is the act of adding something INFERIOR
UNNECESSARY or HARMFUL to food
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Criterion
ADDITION
Of harmful substances
OMMISSION
Of valuable constituents
COPY
Of the original
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration types
INTENTIONAL ACCIDENTAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Impacts
People suffer from cancer
due to this
300000
150000People suffer from
diabetes
People suffer from kidney
problems
200000
1500000People face problems
during pregnancy
Loses itrsquos fertility
LAND
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIRONMENTAL LEGAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL
bull High level of bureaucracy
bull Difficult to make policy
changes
bull Little or no private
sector involvement
bull Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
Country - B
Population 16 crores
Food Production 35m tons
1972
Population 7 crores
Food Production 10m tons
BANGLADESH
2014
Population 16 crores
Food Production 35m tons
BANGLADESH
1972 - 2014
During this time
Land available for agriculture has DECREASED by 15
Population
Growth
23 times
Food
Production
Growth
35 times
BRANDWITZ lsquo14 FINAL ROUNDTEAM SIMPLEX
SITUATIONALANALYSIS
PESTELANALYSIS
BRIEF ANALYSIS
BACKGROUND
ANALYSIS
BRIEFAnalysis
Bangladesh
Government is concerned
with the food safety scenario
in the country and are taking
steps to improve the
situation
We are a MARKETING
CONSULTANT helping the
Government of Bangladesh to
create an AWARENESScampaign in regards to this
issue
Due to that fact we have
some limitations at hand
as we cannot ensure any
policy changes or
implementation
procedures as it is the
decision of the Government
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
What is Food Adulteration
It is the act of adding something INFERIOR
UNNECESSARY or HARMFUL to food
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Criterion
ADDITION
Of harmful substances
OMMISSION
Of valuable constituents
COPY
Of the original
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration types
INTENTIONAL ACCIDENTAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Impacts
People suffer from cancer
due to this
300000
150000People suffer from
diabetes
People suffer from kidney
problems
200000
1500000People face problems
during pregnancy
Loses itrsquos fertility
LAND
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIRONMENTAL LEGAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL
bull High level of bureaucracy
bull Difficult to make policy
changes
bull Little or no private
sector involvement
bull Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
1972
Population 7 crores
Food Production 10m tons
BANGLADESH
2014
Population 16 crores
Food Production 35m tons
BANGLADESH
1972 - 2014
During this time
Land available for agriculture has DECREASED by 15
Population
Growth
23 times
Food
Production
Growth
35 times
BRANDWITZ lsquo14 FINAL ROUNDTEAM SIMPLEX
SITUATIONALANALYSIS
PESTELANALYSIS
BRIEF ANALYSIS
BACKGROUND
ANALYSIS
BRIEFAnalysis
Bangladesh
Government is concerned
with the food safety scenario
in the country and are taking
steps to improve the
situation
We are a MARKETING
CONSULTANT helping the
Government of Bangladesh to
create an AWARENESScampaign in regards to this
issue
Due to that fact we have
some limitations at hand
as we cannot ensure any
policy changes or
implementation
procedures as it is the
decision of the Government
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
What is Food Adulteration
It is the act of adding something INFERIOR
UNNECESSARY or HARMFUL to food
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Criterion
ADDITION
Of harmful substances
OMMISSION
Of valuable constituents
COPY
Of the original
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration types
INTENTIONAL ACCIDENTAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Impacts
People suffer from cancer
due to this
300000
150000People suffer from
diabetes
People suffer from kidney
problems
200000
1500000People face problems
during pregnancy
Loses itrsquos fertility
LAND
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIRONMENTAL LEGAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL
bull High level of bureaucracy
bull Difficult to make policy
changes
bull Little or no private
sector involvement
bull Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
2014
Population 16 crores
Food Production 35m tons
BANGLADESH
1972 - 2014
During this time
Land available for agriculture has DECREASED by 15
Population
Growth
23 times
Food
Production
Growth
35 times
BRANDWITZ lsquo14 FINAL ROUNDTEAM SIMPLEX
SITUATIONALANALYSIS
PESTELANALYSIS
BRIEF ANALYSIS
BACKGROUND
ANALYSIS
BRIEFAnalysis
Bangladesh
Government is concerned
with the food safety scenario
in the country and are taking
steps to improve the
situation
We are a MARKETING
CONSULTANT helping the
Government of Bangladesh to
create an AWARENESScampaign in regards to this
issue
Due to that fact we have
some limitations at hand
as we cannot ensure any
policy changes or
implementation
procedures as it is the
decision of the Government
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
What is Food Adulteration
It is the act of adding something INFERIOR
UNNECESSARY or HARMFUL to food
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Criterion
ADDITION
Of harmful substances
OMMISSION
Of valuable constituents
COPY
Of the original
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration types
INTENTIONAL ACCIDENTAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Impacts
People suffer from cancer
due to this
300000
150000People suffer from
diabetes
People suffer from kidney
problems
200000
1500000People face problems
during pregnancy
Loses itrsquos fertility
LAND
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIRONMENTAL LEGAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL
bull High level of bureaucracy
bull Difficult to make policy
changes
bull Little or no private
sector involvement
bull Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
1972 - 2014
During this time
Land available for agriculture has DECREASED by 15
Population
Growth
23 times
Food
Production
Growth
35 times
BRANDWITZ lsquo14 FINAL ROUNDTEAM SIMPLEX
SITUATIONALANALYSIS
PESTELANALYSIS
BRIEF ANALYSIS
BACKGROUND
ANALYSIS
BRIEFAnalysis
Bangladesh
Government is concerned
with the food safety scenario
in the country and are taking
steps to improve the
situation
We are a MARKETING
CONSULTANT helping the
Government of Bangladesh to
create an AWARENESScampaign in regards to this
issue
Due to that fact we have
some limitations at hand
as we cannot ensure any
policy changes or
implementation
procedures as it is the
decision of the Government
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
What is Food Adulteration
It is the act of adding something INFERIOR
UNNECESSARY or HARMFUL to food
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Criterion
ADDITION
Of harmful substances
OMMISSION
Of valuable constituents
COPY
Of the original
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration types
INTENTIONAL ACCIDENTAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Impacts
People suffer from cancer
due to this
300000
150000People suffer from
diabetes
People suffer from kidney
problems
200000
1500000People face problems
during pregnancy
Loses itrsquos fertility
LAND
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIRONMENTAL LEGAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL
bull High level of bureaucracy
bull Difficult to make policy
changes
bull Little or no private
sector involvement
bull Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
BRANDWITZ lsquo14 FINAL ROUNDTEAM SIMPLEX
SITUATIONALANALYSIS
PESTELANALYSIS
BRIEF ANALYSIS
BACKGROUND
ANALYSIS
BRIEFAnalysis
Bangladesh
Government is concerned
with the food safety scenario
in the country and are taking
steps to improve the
situation
We are a MARKETING
CONSULTANT helping the
Government of Bangladesh to
create an AWARENESScampaign in regards to this
issue
Due to that fact we have
some limitations at hand
as we cannot ensure any
policy changes or
implementation
procedures as it is the
decision of the Government
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
What is Food Adulteration
It is the act of adding something INFERIOR
UNNECESSARY or HARMFUL to food
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Criterion
ADDITION
Of harmful substances
OMMISSION
Of valuable constituents
COPY
Of the original
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration types
INTENTIONAL ACCIDENTAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Impacts
People suffer from cancer
due to this
300000
150000People suffer from
diabetes
People suffer from kidney
problems
200000
1500000People face problems
during pregnancy
Loses itrsquos fertility
LAND
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIRONMENTAL LEGAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL
bull High level of bureaucracy
bull Difficult to make policy
changes
bull Little or no private
sector involvement
bull Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
SITUATIONALANALYSIS
PESTELANALYSIS
BRIEF ANALYSIS
BACKGROUND
ANALYSIS
BRIEFAnalysis
Bangladesh
Government is concerned
with the food safety scenario
in the country and are taking
steps to improve the
situation
We are a MARKETING
CONSULTANT helping the
Government of Bangladesh to
create an AWARENESScampaign in regards to this
issue
Due to that fact we have
some limitations at hand
as we cannot ensure any
policy changes or
implementation
procedures as it is the
decision of the Government
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
What is Food Adulteration
It is the act of adding something INFERIOR
UNNECESSARY or HARMFUL to food
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Criterion
ADDITION
Of harmful substances
OMMISSION
Of valuable constituents
COPY
Of the original
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration types
INTENTIONAL ACCIDENTAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Impacts
People suffer from cancer
due to this
300000
150000People suffer from
diabetes
People suffer from kidney
problems
200000
1500000People face problems
during pregnancy
Loses itrsquos fertility
LAND
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIRONMENTAL LEGAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL
bull High level of bureaucracy
bull Difficult to make policy
changes
bull Little or no private
sector involvement
bull Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
BRIEFAnalysis
Bangladesh
Government is concerned
with the food safety scenario
in the country and are taking
steps to improve the
situation
We are a MARKETING
CONSULTANT helping the
Government of Bangladesh to
create an AWARENESScampaign in regards to this
issue
Due to that fact we have
some limitations at hand
as we cannot ensure any
policy changes or
implementation
procedures as it is the
decision of the Government
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
What is Food Adulteration
It is the act of adding something INFERIOR
UNNECESSARY or HARMFUL to food
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Criterion
ADDITION
Of harmful substances
OMMISSION
Of valuable constituents
COPY
Of the original
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration types
INTENTIONAL ACCIDENTAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Impacts
People suffer from cancer
due to this
300000
150000People suffer from
diabetes
People suffer from kidney
problems
200000
1500000People face problems
during pregnancy
Loses itrsquos fertility
LAND
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIRONMENTAL LEGAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL
bull High level of bureaucracy
bull Difficult to make policy
changes
bull Little or no private
sector involvement
bull Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
BACKGROUNDAnalysis
What is Food Adulteration
It is the act of adding something INFERIOR
UNNECESSARY or HARMFUL to food
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Criterion
ADDITION
Of harmful substances
OMMISSION
Of valuable constituents
COPY
Of the original
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration types
INTENTIONAL ACCIDENTAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Impacts
People suffer from cancer
due to this
300000
150000People suffer from
diabetes
People suffer from kidney
problems
200000
1500000People face problems
during pregnancy
Loses itrsquos fertility
LAND
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIRONMENTAL LEGAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL
bull High level of bureaucracy
bull Difficult to make policy
changes
bull Little or no private
sector involvement
bull Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
BACKGROUNDAnalysis
Food Adulteration Criterion
ADDITION
Of harmful substances
OMMISSION
Of valuable constituents
COPY
Of the original
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration types
INTENTIONAL ACCIDENTAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Impacts
People suffer from cancer
due to this
300000
150000People suffer from
diabetes
People suffer from kidney
problems
200000
1500000People face problems
during pregnancy
Loses itrsquos fertility
LAND
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIRONMENTAL LEGAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL
bull High level of bureaucracy
bull Difficult to make policy
changes
bull Little or no private
sector involvement
bull Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
BACKGROUNDAnalysis
Food Adulteration types
INTENTIONAL ACCIDENTAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
BACKGROUNDAnalysis
Food Adulteration Impacts
People suffer from cancer
due to this
300000
150000People suffer from
diabetes
People suffer from kidney
problems
200000
1500000People face problems
during pregnancy
Loses itrsquos fertility
LAND
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIRONMENTAL LEGAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL
bull High level of bureaucracy
bull Difficult to make policy
changes
bull Little or no private
sector involvement
bull Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
BACKGROUNDAnalysis
Food Adulteration Impacts
People suffer from cancer
due to this
300000
150000People suffer from
diabetes
People suffer from kidney
problems
200000
1500000People face problems
during pregnancy
Loses itrsquos fertility
LAND
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIRONMENTAL LEGAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL
bull High level of bureaucracy
bull Difficult to make policy
changes
bull Little or no private
sector involvement
bull Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
PESTELAnalysis
POLITICAL ECONOMICAL SOCIAL
TECHNOLOGICAL ENVIRONMENTAL LEGAL
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
POLITICAL
bull High level of bureaucracy
bull Difficult to make policy
changes
bull Little or no private
sector involvement
bull Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
PESTELAnalysis
POLITICAL
bull High level of bureaucracy
bull Difficult to make policy
changes
bull Little or no private
sector involvement
bull Most middle-men have
political affiliations as
well
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
PESTELAnalysis
ECONOMICAL
bull Unfair Pricing
bull Dominance of
intermediaries
bull Low credit support
bull Middle-men are too
integrated in the value
chain
bull Most people in Bangladesh
have low purchasing power
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
PESTELAnalysis
SOCIAL
bull Most people are aware
already through media
bull No alternatives are available
even after awareness is
created
bull Consumers play a very
passive role
bull Middle-men are not getting
affected directly
bull Health and safety issues
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
PESTELAnalysis
TECHNOLOGICAL
bull Lack of usage of
scientific methods of
farming
bull Inability to adapt and
apply new technology
bull No research initiatives
bull No easy way to assure
quality
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
PESTELAnalysis
ENVIRONMENTAL
bull Imbalanced use of
fertilizers
bull Over usage of
pesticides is
problematic
bull Carcinogens are
spread
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
PESTELAnalysis
LEGAL
bull Laws are easy to bend
bull Laws are scraping the
surface only but not
reaching the core
bull Enforcement is not
there due to
corruption
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
Why Adulteration takes placehellip
bull Demand greater than supply
bull Point of parity for farmers and middle-man by loweringcosts of production
bull Increased Profit Margin
bull Not enough storage facility
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
Insight
bull Fruit and vegetables are adulterated the most and
thatrsquos why itrsquos most concerning as they are consumed
rawbull Current rate of contamination
Mohakhali Public Health Institute 54
DCC 79
Mobile Court 98
bull Availability of chemical adulterants is huge
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
Insight
Userrsquos buying preference
1- Taste
2- Appearance while buying
3- Freshness
4- Safe Food
5- Nutrition
6- Price
7- Packaging Labelling and Certification
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Factors affecting buying preference
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
Issues
bull Awareness at root level is very low
bull Intermediaries are very well integrated into the
value chain and they donrsquot care about how it
affects the big picture
bull Laws and policies are already established
bull Long-term viability isnrsquot an issue
bull No outlet to act for aware people
bull Adulteration is controlled only on the surface
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
KEY Issue
Value Chain Actors and Controllers
are not making the right choice
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE
ldquoBIGrdquoIDEA
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
ldquoMAKE THE RIGHT CHOICErdquo
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
C Carelessness of the intermediaries
H High concentration of control on the surface only
O Outlets of action are not there
I Inability to think long term
C Consumers have no other options
E Education amp awareness at the root level is very low
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
SEGMENTATIONamp
TARGET GROUP
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
SEGMENTATIONGEOGRAPHIC
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Geographic
Urban
Semi urban
Rural
284
716
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
SEGMENTATIONINCOME
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
INCOME
Low (10)Consumes 4 of total
consumption
Monthly income is below
10000
Medium (80)
Consumes 69 of total consumption
Monthly income is between
10000 ndash 200000
High (10)Consumes 27 of total
consumption
Monthly income is above
200000
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
SEGMENTATIONFROM FARM TO TABLE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
FARMERS
FARMERrsquoS CO-OP
INTERMEDIARIES
RETAILERS
CONSUMERS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Chemical Providers I DEAL
bull Long term impact completely unknown to them
bull All they need to think about is the profit
bull Little or no liability the group that is least blamed and often forgotten
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Farmers দিন আদন দিন খাই এত া দিনতার সময় নাই
bull Profit matters the most
bull Often even when they are aware they have no other option but to
adulterate for greater bargaining power
bull Alternative ways of farming not known to all still traditional
bull Do not think long term
bull Most farmers are still not that well educated
bull Little or no understanding of the market forces
bull Most often the ones with the least amount of information
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Co-operative Society সবাই যেন ভাল খাবারটাই পায়
bull Quality maintenance lies in their hands
bull Directly managing the whole collection process
bull Timeliness is crucial as they hold goods for delivery in the
later stage
bull No or little knowledge about the market
bull Dictated by intermediaries
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Intermediaries যে আমাতে দে েরতব
bull They have most knowledge about the market
bull No or little direct affect on the value addition chain
bull Price influencers
bull Chemical adulterants ( intentional) most often addedby them
bull They bear most of the costs and add most value too
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
SEGMENTATIONVALUE CHAIN ACTORS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Retailers আদম য া সধ দবদি েদর
bull Larges ones concerned about freshness as their
consumers are also concerned ( Have a reputation to
maintain)
bull Smaller ones are larger in number and base everything
on price and economies of scale
bull Also greatly dictated by intermediaries
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
SEGMENTATIONCONSUMERS
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
I CARE bull Basically the homemakers
bull Those who are informed
bull prefer healthy food
bull are into the new ldquo EAT HEALTHY TRENDrdquo
bull will more readily opt for organic food even
at a higher price
I WANT THE BESTbull Bread-earners
bull Consists of both those with and without family
bull Have hectic lives
bull Want value for money
bull Contributes most to the household
bull Concerned about both personal and family health
I DONrsquoT MINDbull Domestic help
bull PRICE is the sole deciding factor
bull Not highly concerned
bull Availability matters and not quality
bull Those who are NOT INFORMED have no knowledge
about the side effects of adulterated food and
are more price-sensitive
I DIDNrsquoT KNOWbull Basically the homemakers
bull Those who are NOT INFORMED
bull Have no knowledge about the side effects of
adulterated food and are more price-sensitive
bull However may change buying patterns if informed
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
TARGET GROUP
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Target Group 1
The dealers Intermediaries and
Retailers
Target Group 2
The uninformed Lower income
earning groups mostly in the Rural
category Consists of the category ldquoI
donrsquot mindrdquo and ldquo I Didnrsquot know
Target Group 3
The Makers Chemical providers
farmers co-op societies
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE
CAMPAIGN
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNTAGLINE
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
ভেজাল থামানজীবন বাা চান
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNLOGO
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
লাল সবজ গাছ
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNCOLOURS
GREEN amp RED
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNAMBASSADOR
Mr Shaikh Shiraj
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNBREAKDOWN
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Phase 5 Extension amp Action Phase
Phase 4 Logic Phase
Phase 3 Emotive Phase
Phase 2 Training Phase
Phase 1 Foundation Phase
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 1 FOUNDATION 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Corporations
-Make a hotline number for the farmers
(0365)
Trainers
-Recruit
-Train on GAP GMP and HACCP
-Design future training program for
farmers
Ambassador
-Acquire Shaikh Siraj as the
ambassador
-New Segment in Hridoy Maati O
Manush Our Tagline
Campaign Managers-Recruit efficient and well known
campaign managers and advisors in
related field
-Recruit relationship managers for the
campaign
Collaboration
-With NGOs such as IRRI and BARSIC
since they have very strong root-level
network
- With local Krishi Officers
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 2 TRAINING 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Many farmers maybe unaware of the exact effects or
correct methods of adding pesticides and fertilizers This
phase makes them aware
Speaks to lsquoদিন আনন দিন খাই এন া দচনতার সময় নাইrsquo and lsquoসবাই ভেন োল খাবার টাই পায়rsquo
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Train the
Farmers
Promote the
Krishi
Officer
Promote the
training
itself
Promote the
Hotline
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
260 certified trainers to train farmers nationwide
Hands on training
The NGOs can have guest speakers
NGO Offices will act as a back track helpline for the farmers in the locality
TRAINING
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE TRAINING
Color-coded Billboards at
- Cha Dokan
-Mobile Recharge Stalls
-Outside Primary Schools
-Tube Well
-Masjid
Miking in Rickshaw
in Haat Bazar
Reach out to
Farmer Co-ops
prior to the
training
Hridoy-Maati-O-
Manush
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE KRISHI OFFICER
Invite as Special Guest
to the Training session
Make sure that they hold
an interactive training
session with the
farmers as well to
familiarize with farmers
and become accessible
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
PROMOTING THE HOTLINE NUMBER
Krishi
Officer tells
them during
training
Billboards
outside
densely
populated
areas
Trainers
promote it
during
training
Shaikh Siraj
Billboard
after
training
Hridoy-
Maati-O-
Manush
Noukar
paal
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 2 TRAINING 9
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
েদি যসবা - ০৩৬৫
Noukar Paal
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 3 EMOTIVE 15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Emotive Phase (15 months)
Reverse Psychology
(6 months)
Impact
(9 months)
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Strong messages like দবষ দমশাইলাম ান দি ওরা মরনল আমার দিদবষ ভবচলাম ান দি ওরা মরনল আমার দি
Speaks to lsquo ভি আমানি দি িরনবrsquo amp lsquoআদম ভ া খাদল দবদি ই িদরrsquo
and hits their emotional chord
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Posters
RadioBilboards
Bauls
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 3 EMOTIVE REVERSE PSYCHOLOGY
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি
দমশাইলাম ান দিওরা মরতলআমার দি
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Will talk about Karma and how exactly adulteration is harming
the society and oneself
Speaks to Farmers Farmer Co-Ops and Middle Men
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School
Plays
TVCs
Jatras
Billboards
Pothnatoks
Radio
Retail
Outlets
Village
Leaders
Hridoy-
maati-o-
manush
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Community Leaders
bull Community Leaders like the religious leaders Ponchayet leaders
school masters and such can be made to preach against the use
of additives and harmful chemicals
bull They are the most influential and if they say something the
people will heed
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
Scene 1
bull Farmer
bull Overusing Pesticides and Fertilizers
bull Land Looses Fertility
Scene 2
bull Middle Man
bull Mixing Adulterants
bull Karma hits
bull Sadness
Scene 3
bull Retailers
bull Selling Adulterated Food
bull Karma Hits
bull Sadness
Scene 4
bull Consumers
bull Bangali Pet toh ShoiJaabe
bull Hospital
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
School Play
bull Kids will tell parents
bull Parents who will come to see it will realize the impacts
bull 4 fold communication in one
bull Future Generation also made aware early on
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 3 EMOTIVE IMPACT
15
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
In this phase the legal actions against
adulterants will also be advertised across all
the communication channels as a tool of karma
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
Billboards
amp tea stall
fronts
LAWPosters in
villages
Radio showPosters in
retail
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
দবি দমশাইলাম ান দি ওরা
মরতল আমার দি
bull Posters amp Billboards like this
will appeal to both the
farmers and the others
bull Farmers will be hit with the
long term impact of over
usage of pesticides and
fertilizers
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
খাবার এ যভজাল ভমশাননা দবি ভমশাননার
সমান এটি এিটি আইন িণডনীয়
অপরাধ
bull Posters amp Billboards like this
will appeal to the middlemen
and the farmers
bull Law will act as a deterrent
through this
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 4 LOGIC 6
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
MONTHS
ভেজাল যবিতবা না ভেজাল
দেনতবা না ভেজাল খাতবা না
bull Posters amp Billboards like this
will go up in the retail shops
bull Puts pressure on the
retailers to keep healthy
food and stop adulteration
themselves
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Print Ads
4356 hotline
Composition
of a song by
Momtaz
Plastic Bags
Billboard
Successful
Faces
Posters in
villages
TVC amp Radio
show
Social Media
Integration
Posters in
Retail Outlets
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Billboards amp Print Advertisements
আপনার যেি আহার
ভেজাল থামান জীবন বাা চান
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Transparent Branded Plastic bags
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 Hotline
bull Whistle Blowing Hotline
bull 10 are good people ask for their help
bull Engages the consumer makes them active participants
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
4357 HotlineH
E
LP
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
Faces
bull Success Stories and how people dealt with adulteration
will be highlighted
bull All 5 Value Chain Actors
bull Again engages consumers
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THE CAMPAIGNPHASE 5 EXTENSION amp ACTION 2
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
YEARS
TVC
Basic mentality
of peopleবাঙালীর ভপট সব
সনয় োয়
Mother
warns sonCavalier
about this
issue Consumes
adulterated
food
Falls sick
Scientist
explains
why
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
SYNERGY amp
IMPACTANALYSIS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
EMOTION LOGICMAKE THE RIGHT CHOICE
THROUGH
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
SYNERGY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Attract
through
EMOTION
Deliver
Through
LOGIC
KRISHI Official
4357- Helpline
Hotline 0365
Retail Agents
Impacts of
Adulteration
Hridoye-Maati-
o-manush
Reverse Psychology
Karma
Campaign
Extension and Action
Phase Emotional
Activities
FACES
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 1 ndashTHE MAKERS
HOTLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
TRAINING
KRISHI
OFFICER
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 2 ndashTHE DEALERS
HELPLINE
NUMBER
VILLAGE
LEADERS
ATL
TOOLS
School Plays
Baul
Jatra
Pathnatok
LAW
POSTERS IN
RETAIL
OUTLETS
POSTERS IN
POPULATED
ARES
RETAIL
AGENTS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TG 3 ndashTHE CONSUMERS
RADIO
SHOW
FACES
ATL
TOOLS
PLASTIC
BAGS
EMOTIONAL
BILLBOARDS
amp PRINT ADS
POSTERS IN
RETAIL
OUTLETS
HELPLINE
NUMBERS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
TO CREATE
AWARENESS
TO CREATE A
FOOD
SAFETY
CULTURE
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
Training to Farmers
Noukar Pal Hotline Number
ATL ToolsSchool Play
BaulJatra
Village Leaders Law Advertised
Plastic Bag Faces Facebook
CREATING AWARENESS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
IMPACT
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility Monitoring amp Evaluation
CREATING FOOD SAFETY CULTURE
Training introduces new techniques
Hotline Number
MultisectoralInvolvement of
Corporate KrishiOfficers and NGOs
School PlaysBaul
JatraBaala
Prominent Location Plastering
Village LeadersEveryonersquos Talking
about thisHelpline Number
Radio Show and Faces
Farmers Retailers and Consumers all are aware and
following a set culture will effect middle man
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
IMPLEMENTATION
CHALLENGESamp
FEASIBILITY
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
CHALLENGES
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
Getting Shaikh Shiraj and Hridoy-Maati-o-Manush to co-operate
Difficulty in attaining the Hotline numbers
Trained personnel may leave for other jobs
Farmers may not want to change
Profit motivated businessmen might not be swayed with emotion
People fearful about calling the helpline
Plastic Bags may be costly
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
GAANDT CHART
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS CALCULATION OF SOCIAL RETURNS
Disease Number of Patients
Affected
Cost of Treating Per
Person
Cost of Treatment Total
Cancer 3000 2000000 600000000
Diabetes 1500 500000 750000000
Kidney Problems 2000 300000 600000000
Pregnancy Problems 15000 25000 375000000
Food Poisoning 45000 10000 450000000
Total 66500 2775000000
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
FEASIBILITY
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp
FeasibilityMonitoring amp Evaluation
FINANCIALS
ESTIMATED TOTAL COSTS 242019000
ESTIMATED SOCIAL RETURNS 2775000000
ESTIMATED SROI 2293
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
MONITORINGamp
EVALUATION
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Match them to the goals
Calculate the Impact after every Phase
Calculate the level of
Awareness after every Phase
Random
sampling and
distribution
Pre and Post
testing level of
adulterants used in
the market
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 1
TESTING
Pre testing and Post testing done to see the
effect of training on the trainers
Random testing done
Setting up chronographic goals amp achieving them
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 2
FOR GREATER AWARENESS
bull More aggressive usage of billboards
bull Miking will be targeted towards the most rural
regions too
bull Promote hotline number in areas of high agro-
base concentration
FOR GREATER IMPACT
bull Have locals who are successful spread the
word
bull Those who have proven to be ldquomodel traineesrdquo
can better interact and make it more
acceptable
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 3
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on BTV
FOR GREATER IMPACT
bull Have those who can ldquorelaterdquo with the Karma
Campaign as spokespeople
bull Identify locations where most people are
gathering and concentrate Baul jatra etc in
the vicinity
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 4
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Hridoye-Matti-O-Manush can be shown on
television with greater frequency
FOR GREATER IMPACT
bull Advertise the LAWs with more aggressiveness
to instill fear and create a sense of
responsibility
bull Promote the success stories of Whistle-
blowing
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
MONITORING amp EVALUATION
Situational Analysis The BIG Idea TG amp Segmentation The CampaignSynergy amp Impact
AnalysisChallenges amp Feasibility
Monitoring amp Evaluation
Phase 5
FOR GREATER AWARENESS
bull More aggressive usage of billboards Posters
and other ATL tools
bull Release the Momtaz jingle when the awareness
is dying down
FOR GREATER IMPACT
bull Show stories of those who have used the
helpline and hisher rewarding experience
bull Success stories broadcasted with greater
frequency
bull Concentrate plastic bags availability in areas
with greater populace
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
RECOMMENDATIONS
bull A lsquocoolrsquo supply chain- Cold Storage from farm
to table so need to adulteration will decrease
bull Increase the minimum buying price for non-
adulterated produce acts as an incentive to
farmers and intermediaries
bull Make sure mobile courts check at every stage
of the value chain and not just the end
bull Slowly introduce alternative forms of farming
requiring little amount of fertilizers- Alley
Farming
bull Using Corporate Distribution Channels
through CSR
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
TAKEAWAYS
C Careful intermediaries
H High concentration of awareness on all levels
O Outlets of action are now there through Helpline
I Inability to think long term has been adressed
C Consumers have other options
E Education amp awareness at the root level is high
THANK YOUWE WELCOME ANY amp ALL QUESTIONS
THANK YOUWE WELCOME ANY amp ALL QUESTIONS