Pitch Document

By Ben Johnson and Sathnam Mann

Contents Page

Brief About Peace One Day Insight Execution and Big Idea Phase one & Phase two Phase three Phase four Phase five Media Plan Rationale

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Brief: We want to make it impossible for anyone to ignore Peace Day You will develop and produce creative concepts and an idea of how they might be brought to life. The focus should be on strong ideas and attention to detail in production. Adopt an interactive approach and use digital media as an integral aspect of your solutions. These need to be a combination of any of the following: social and interactive media, an online game, a website, an interactive community, a mobile campaign, guerrilla/ viral videos ... and they need to hang together as a campaign with a strong story behind your Big Idea.

About Peace One Day

Peace One Day is a non-profit organisation with the objective to raise awareness of the International Day of Peace that occurs on the 21st September each year. The objective of the organisation is to foster Peace Day as a day for wide-scale community action, and a day for UN agencies and aid organisations to safely carry out life-saving work. Founded in 1999 by the British documentary filmmaker and actor Jeremy Gilley, Peace One Day led a successful campaign to pass UN Resolution 55/282 recognising Peace Day. Unanimously approved by all members States the resolution also invites organisations and individuals to commemorate the International Day of Peace through education and public awareness, and to cooperate with the United Nations in the establishment of the global ceasefire. On the 21st of September every year without fail Peace One Day leads a global campaign of widespread community action and celebration in every continent. Past years such events have included Peace Day walks, discussions, poetry readings, assemblies, concerts, photography exhibitions and sport events. The project aims to institutionalise Peace Day and generate grass root activity One of the biggest highlights of Peace One Day to date is in 2007 when, Peace One Day focused on Afghanistan to help develop and document preparations for life-saving activities across the country for Peace Day. A 21st September ceasefire allowed UN agencies and the Afghan government to give polio vaccines to 1.4 million children in areas of southern and eastern Afghanistan. With all the amazing life changing work Jeremy Gilley has done he has gained backing from global superstars such as; Angelina Jolie, Jude Law, Annie Lennox, Sir Richard Branson, David Beckham, Yusuf Islam and many more. As well as this million pound sponsorships from the likes of; Coca:Cola, Lotus and Dior.

Insight
After looking at all the life changing campaigns, Peace One Day have created we thought it was the right time to actually look at the meaning of peace, what it represents and how we spread the same message to multiple target audiences. Peace: is a state of harmony characterized by the lack of violent conflict. Commonly understood as the absence of hostility, peace also suggests the existence of healthy or newly healed interpersonal or international relationships, prosperity in matters of social or economic welfare, the establishment of equality, and a working political order that serves the true interests of all. In international relations, peace is not only the absence of war or conflict, but also the presence of cultural and economic understanding. Understanding the true nature of peace we then looked at famous peace activist that have tried to implement peace over the years.
When the power of love overcomes the love of power. Peace begins with a smile. It is an unfortunate fact that we can secure peace only by preparing for war.

jimi hendrix

John F Kennedy

Mother Teresa

The general publics view on peace

Voxpops that were taken from around Staffordshire University campus showed an overall consensus that steps towards world peace could only be made from each individual.
www.facebook.com/photo.php?v=10150821873866959

Investigating the reasoning behind peace and love, and taking into key consideration what legendary peace activists have said. The process of peace is a something you have to achieve as you grow as a person. We saw Grow as a key word and started to research the meaning and why grow and peace are somewhat linked together. Growth refers to an increase in some quantity over time. The quantity can be: Physical (e.g., growth in height) Abstract (e.g., something becoming more mature other time) In this situation of world peace we took growth to mean, the experiences in life which can make you wiser and more loving towards humanity, for example whether this would be someone doing a good deed too you and then out of the happiness in your heart you would then do a good deed to someone else. This would be an example of growth. If you are not usually the charitable type of person, you are growing as a person in mentality. In addition to our research, We started to see a link between love and flowers, examples of this can be seen from Valentines Day where the rose is iconic, Christmas where mistletoe is prominent and other celebrated periods such as mothers day. All these holidays have flowers as a representation of love, peace and trust.

Research shows that flowers can have a positive effect on your mood wellbeing, and intimacy with others.

Execution and Big Idea

Proposition: Help make peace grow. Our big idea is to use a daisy as our symbol of peace to encourage people through a multimedia campaign to engage and spread acts of love and peace towards each other.

Picture taken from an 1960s USA Peace

The daisy has been a symbol of peace for over 50 years, we believe this is a key reason how we can make Peace One Day unavoidable!

Phase one
In the first phase of our campaign we will unleash teaser viral video for a peace one day that will be on the front of YouTube for one week, the viral will promote the idea of peace. It will give people a talking point and help them think in reality what is wrong with society. It will also give insight into the help make peace grow campaign without giving too much away at this point.

Phase two
We will use our new logo from the start of phase two, as now people are anticipating and familiarising themselves with the Help make peace grow campaign. The new logo immaculately represents our art direction whilst still keeping the attributes of peace one day, it will aslo give our campaign more personality. Linking into the second phase of awareness, what better way to raise awareness than use globally appealing social icons that have already worked with Peace One Day in the past. Posters around every city in every community will have celebrities appealing to each specific country, (for example Christiano Ronaldo in Portugal). Each poster will have a daisy and the signature of the icon shown to give the campaign more personality and to show that they support the idea. We believe at this point the campaign will attract the early adopters and trendsetters to push our campaign to the next level.

Please click the link http://www.youtube.com/watch?v=qOqbZTqQ12I

Phase Three
Phase three will see the introduction to Spot the Daisy. After all the local/Global awareness of Help Make Peace Grow has picked up pace, spot the daisy will be a fun ambient and online social communcation game where the Peace one day daisy will be place in random public places, and it is up to people to find them and tweet the picture. We then want to incorporate the use of social challenge game scavenger into our campaign also. To play you will have to you spot a peace one day daisy take a picture, geo tag it to scavenger and twitter. The next step will be do a task peace one day related for example: Do a good deed for a stranger today. After completing your task you can then set a task for a random person to do. After a few weeks we will start to see a trend in the worldwide map and the more tasks that are completed the bigger the daisy chain will get.

When you first scan a spot the daisy with your smartphone a small message from one of our global icons pops up and explains Peace One Day.

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Linking peace one day to twitter will make it a talking point that everyone can look into. As you can see from the picture above that peace one day is now a trending topic on social networking site twitter, this enables other people who have not heard what peace one day is about, the chance to get involved.

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Phase four

The reward for using scavenger is our bag of daisy seeds which links into phase four of promoting the day of peace on the 21st September where people can actually plant the seeds in the peace garden.

You can also make your own daisy chain online and order and ware them as trend and also a symbol of peace. At this stage there will be a lot of call to action and all social media interaction will push towards getting people to the peace garden on the 21st.

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Phase Five
On the day of the 21st September, 2012 our peace gardens will be open in each major city in the world so that people can plant the daisys and have a social gathering to mark the day, here is a few images so you can visualise what our gardens will look like.

The gardens will be open to the public all year round and seasonal newsletters and tweets will be sent to all the people that interacted with peace one day during the campaign to keep them updated.

On the left we have the web page of peace one day. We will use the home page to represent the peace one day garden and how many people have interacted and pledged peace.

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Media Plan
November Peace One day video will go viral on YouTube in November. December January In December posters of celebrities endorsing Peace one day will start to pop up around all communities. February - May In February our spot the daisy logo will become more visible to the public eye and we will start our campaign game with scavenger and twitter. June August In the months June - August, tasks on social media will be easier with a quicker turn around and their will be more emphasis on promoting the 21st on September and our bag of seeds you get through the social media game. September On the actual date of Peace One Day, our peace garden will hold an event where the public will plant daisies and gather in the garden for fun day full of events. November/December People that interacted with Peace One Day are sent an evaluation report, facts, figures and pictures from peace gardens all over the world.

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Rationale.
Our Help make peace grow campaign, touches on inspirational moments in history and re-captures lost feelings of love and unity in our society. Our use of the daisy chain and social site scavenger, links strangers together with the one clear bond that everyone shares Humanity.

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By Ben Johnson and Sathnam Mann