DOMINICAN REPUBLIC Jennifer Terrero Victoria Feliz

Do you believe in a Brilliant Future waiting for all of us?

JOSE, 2 YEARS OLD LAST MEAL: 2 DAYS AGO MARIA, 5 YEARS OLD LAST MEAL: UNKNOWN PEDRO, 4 YEARS OLD LAST MEAL: NO OFTEN ENOUGH THE PROBLEM HOW ABOUT NOW… DO YOU GET IT?

16% extreme poverty 21% destitution +100,000 children chronic malnutrition In Dominican Republic… THE FACTS Most of them, ask for money at streets and suffer child abuse to early age.

Together we can end hunger... THE CAUSE 1.Reduce hunger level in Dominican Republic. 2.Generate attention around the issue. 3.Enhance Quala’s social responsibility profile.

‘’GIVE HOPE, GIVE SOUP…’’ KEY MESSAGE:

1 soup purchased 100% nutritive soup Provide a balanced diet Replace one meal a day 1 soup donated 1 less hungry child

Dominican mothers over 20, who understand that good nutrition make a healthy child. Primary target: married, well educated, upper income. Secondary target: our brand target, local- popular consumers. Mothers see their own children in every child. Providing your child the best nutrition is a tremendous satisfaction. When a mother sees a malnourished child that evokes her deepest maternal instinct. TARGET AUDIENCE INSIGHT

OBJECTIVES Raise awareness Spur action Positive Optimistic Familiar Trustworthy TONE OF VOICE Print (name, logo, OOH) Product placement Promotion Mobile apps Social media platforms Influencers (high-profile celebrities, events, restaurants, etc.) DELIVERABLES KPIS 100,000 soups 50 participating companies 5,000 app downloads 1,000,000 tweets/likes Budget: US$ 500,000.00

‘’GIVE HOPE, GIVE SOUP…’’ ‘’Changing the world, dear Sancho, is not foolishness or utopia, but justice’’ Miguel de Cervantes Let us help children have a brighter future.