Over 57 million of kids are out of school. Half of them live on sub-saharan Africa.

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1 (FORWARD TO BASICS)

2 Situation Over 57 million of kids are out of school. Half of them live on sub-saharan Africa. Millions of them will not have the opportunity to attend to school if help does not increase. Is fundamental to start tackling this menace working with the world's most marginalized children.

3 Objective Get more people in school. Challenge Transform passive population into active leaders to defend education access for all. Insight Lack of understanding makes me feel insecure and excluded.

4 Main Target Opportunity: Latin America Individuals from the most influential countries from the world*, who know the importance of education, have invested on it for themselves or their family, but are not completely aware of the status of it around the world and actual problems linked to it. Feel confident on their daily life, have the capacity to go to school, university or work on a daily basis. Have access to main communication channels and, in some cases, speak another language. Massive population Hard-working, know the importance of education. Has low influence for themselves but as a group can be highly effective. Influence level (unity): Low Influence level (group): High Individuals Hard-working, know the importance of education. Have a college degree. Wants to big part of something bigger. Has some influence among their groups. Influence level: Middle Key opinion leaders and Influential individuals Hard-working, business-minded. They make decisions for large groups and are responsibly for others. Has a high level of influence among common population and among other decision makers. Influence level: High *

5 Big Idea (FORWARD TO BASICS) Let people experience the challenge to understand something they have not learned. Transform experience into actions to demand changes on education budgets.

6 Strategy Lacks of understanding Impact global population through confusing messages to aware them of the importance of elementary education and transform them into active supporters of education for all, demanding actions of government and international institutions to increase the amount of money designated to education for all, beginning with the countries with more than 30% of child out of school. Inspire: Confuse Inform: Translate Involve: Join the action Phase 1: Awareness Phase 2: Direct What does this say? Join us and demand action Phase 3: Support KPIs: Demand actions Number of translations Effect on budget assignation for education (Government and Institutions)

7 Involve: Join the action Inform: Translate Inspire: Confuse Media Plan Press Billboards Bus Stops TV Magazines Social Media Mobile Display Chats Media Allies* Guerrilla Marketing ing Direct Mail Mobile Social Media Uber Social Media Airplanes Allies Assets Chats Individuals Massive population Key opinion leaders and Influential individuals Government and business leaders Phase 1: Awareness Phase 2: Direct Phase 3: Support One day. Mass media message to aware population of disadvantages faced by those who haven t been at school. Main media will replace the alphabet with new symbols. Translation would be needed. Personalized communication facing individuals and KOL with the fact of not understanding a message tailored for them. Massive communication through daily services and products to keep alive the message of disadvantages of kids out of school. What does this say? Google Translate Shazam Fake Covers Site Systems to translate the message used on the campaign to traditional languages. Join us and demand action Through social watch and contact: - Remind leaders about their commitment - Monitor the progress of commitments - Demand increases of budget *Google, Facebook, among others

8 Media Implementations Examples Press Bus Stops TV

9 Media Connections Owned Earned Paid Site Allies Assets WoM Fake Covers Billboards Chats Social Media Uber Shazam Press Direct Mail Airplanes Social Media Shares Social Media Mobile ing Demand Actions Guerrilla Marketing Bus Stops Display Magazines Translation TV

10 Objective Get more people in school. Challenge Transform passive population into active leaders to defend education access for all. Insight Lack of understanding makes me feel insecure and excluded. Target Individuals Massive population Key opinion leaders and Influential individuals Strategy Big Idea Inspire: Confuse Inform: Translate Involve: Join the action Phase 1: Awareness Phase 2: Direct What does this say? Join us and demand action (FORWARD TO BASICS) Let people experience the challenge to understand something they have not learned. Transform experience into actions to demand changes on education budgets. Media Digital Phase 3: Support Print OOH Social Owned Media CRM PR Video Guerrilla Mktng KPIs Demand actions Number of translations Effect on budget assignation for education (Government and Institutions)