February 13th Divestment Event
What is your objective?
Our first main objective is to engage both students and active youth into global divestment campaign (particularly in our local event). We seek people who will contribute to any events persuading institutions to:
stop any new investment in stocks of fossil fuel companies in next to no time;
divest from direct investment or any mutual funds that include in their portfolio fossil fuel public equities and corporate bonds within 5 years.
The second main goal is to increase knowledge about global divestment campaign and its impact on our environment.
The third main goal is to launch word-of-mouth advertisement campaign. This may happen due to the meaningful message of our ads and their creativity. Also our goal here is to increase the feeling of engagement between all the participants of the event and movement as a whole.
Who is your target group?
The first target group is youth, especially students and alumni who are willing to make change. The persona we attempt to rich:
Is 20-30 years old
Is active and social-conscious
Is preferably with experience in social initiatives
Has enough free time to devote it to our initiatives
The second target group consists of experts in such fields as finance, investment, marketing, event managers as well as authorities (municipal, of colleges). These may also be representatives of NGOs, celebrities. Their distinguishing characteristics are:
Age: 30-50 years old
Proficiency in their field
They may be authoritative and thus influence peoples’ minds
Ability to contribute to the campaign through their expertise and knowledge (and funds)
Power to take actions that may facilitate our goals
Their willingness to help
The third group consists of people, who don’t have enough time and\or ability to directly participate in our events and initiatives, but still willing to help with donations.
What is your strategy that you believe will motivate them to attend?
We believe that there are several factors in our strategy that will motivate people to take action:
Promoting the idea of divestment through celebrities and thought leaders
Explaining the importance of the problem
Expressing the feeling of engagement and unity
Displaying our recent achievements
Usage of emotional statements
Where will the poster be displayed?
On the campus and dorm in order to attract the attention of the first target group
Near malls in order to attract attention of the second and third target groups
On Facebook, Twitter, and Instagram (digital version)
Find a way to show that your poster succeeded in some way.
There are two ways to assess the effectiveness of the poster (and its digital copy):
The first way is to place a sign “Share it on Facebook or Twitter and make change!” on the poster as well as QR links. Through the number of reposts and shares we would be able to assess the social impact of the poster and its effectiveness in reaching our target audience. The second way is to ask participants how did they get to know about our event.
Attach 3 marketing ideas that are being used to promote global divestment day.
We are going to attract social conscious celebrities and politicians who are thought leaders
We are going to launch the hashtag #divestmentday
We also want to use digital media (Facebook, Twitter, Instagram, YouTube) in order to attract attention of bloggers, NGOs, representatives of the second group. We want to create a promotional video showing our success and our initiatives and make it virus.