Wyeth & WFP: The Helping Bottle Brief Background: One eighth of children, women, and men don’t have enough to eat. And hunger kills more than 8,500 kids every day.

Background: Wyeth is a leading brand for baby and mother product. World Food Programme(WFP) is the world’s largest humanitarian agency fighting hunger, especially for kids. We will work together to help the ‘Zero Hunger’ project. Wyeth & WFP: The Helping Bottle Brief

Objective: Draw attention around the issue of child hunger. Trigger action among the general public, especially female Challenge and Opportunity: Wyeth has extremely stable consumer in 80 countries worldwide. If we can mobilize these consumers to participate in the ‘Zero Hunger’, it is bound to be a win-win campaign. More coincidentally, Wyeth’s consumers are consistent with those ones that WFP intends to mobilize. ZERO HUNGER

Strategy: We don’t want to do adverting as brand, we will going to help hungry children ask for themselves.

If someone ask for help, he will use

Our New Product: The Helping Bottle(Like a floating bottle, but the bottle is baby’s feeding bottle), with a short letter written/drawn by a real hungry child. When mother open a Wyeth milk can, she will find it(pasteurized) Key Message: He/She is waiting your help. Donate to ‘Zero Hungry’ Hi, My name is Sam,6 years old. I live in the South Sudan. I have no food to eat for 2 days. Please help me. Sam is waiting your help. Donate to ‘Zero Hungry’ Watch sam’s story

Target: Female 30-35, married with children, well educated, well income.

Tone: Positive, optimistic, Do not use images or a tone that are guilt-inducing. POSMKVViral Video Social Media Wyeth Mother’s Club KOL will receive secret bottle Floating Bottle Event Deliverables :

Timeline: 2 months, from Aug.1 to Sep Measurement(KPI): Donation amount Awareness among public No.of wfp.org website clicks No.of video clicks Social mentions Budget: 6,000,000 USD for 10 countries (3,000,000 for feeding bottle cost, 2,000,000 for event, 1,000,000 for POSM/KV) Thank you!