1. Donate life ‘Not Your Typical Superhero’ Campaign Pitch 2010 Presented by Aaron Collis, Amy Sheehy, Mat Kennedy and Lauren McCarthy

2. The Marketing Problem Low awareness of organ registration process. A goal to increase number of registrations for organ donation. Low amount of discussion of organ donation with family.

3. The Concept Uses light hearted approach. Expresses that heroes aren’t just superheroes, sports, music or film stars. They may be the last person you would think of. Becoming an organ donor means becoming a hero. The characters of Will and Amy represent Central students, the target audience.

4. Print Campaign: Poster Will is a reflection of a young Central student. He is quirky, upbeat but someone you wouldn’t automatically associate the word ‘hero’ with. Will is ‘Not your typical superhero’ but is a hero because he signed up to become an organ donor through the donate life website.

5. Print Campaign: Roll Up Banner

6. Print Campaign: DL Flyer Continues with the ‘Will/Not your typical superhero’ theme Easy to read for demographic who’s lifestyle is found to be very busy. Emphasises facts relevant to target audience. Depending on budget allowance can be printed at cost effective price.

7. Television Campaign: Continues using the character ‘Will’. Captures target audience through humour. Very possible filming can be free of charge donated by Diploma of Film students. Can be played on various plasmas that are set up around each campus. Depending on budget costs can be placed on media channels such as channels 10,9,7.

8. Image - Boy, young white shirt normal teenager. Facial expression - Smile cheeky grin Camera angle – medium shot Set - White background VO- Hi my names Will, I can’t fly! SFX- None Image – Boy jumping of his bed. Facial expression – frightening and crinkled Camera angle – long shot Set – Boys room, bed, posters etc VO- none SFX- crash, garbage cans etc Image - Boy, young, normal teenager. Facial expression – Smile cheeky grin Camera angle – medium shot Set – White background VO- I cant scale tall buildings SFX- None Image – Boy trying to climb up building walls Facial expression – determined, biting his lip Camera angle – medium shot Set – brick wall, busy area VO- I can’t scale tall buildings. SFX- None Image – Boy trying to climb up building walls Facial expression – determined, biting his lip Camera angle – medium shot Set – brick wall, busy area VO- I’m not your typical superhero. SFX- None Image - Boy, young, normal teenager. Facial expression – frightening and crinkled Camera angle – medium shot Set – White background VO- But by registering to become an organ donor at donate life, I became a hero. SFX- None Image – Boy with cape on and wind in hair. Facial expression – massive grin Camera angle – medium shot Set – White background VO- None SFX- ta dah, applause Image – Donate Life log/ awareness week Facial expression – massive grin Camera angle – None Set – White background VO- So register now at donate life.gov.au to become an organ donor. A hero lies in you. SFX- None

9. Radio Campaign 2 X 30 second commercials. Uses ‘Will’ to keep theme and also ‘Amy’ who represents female students to provide gender balance. Free production costs from Certificate IV in Radio Production. Can be aired free of charge on ‘Boom Radio’ Further stations to be contacted depending on budget allowances.

10. Radio Campaign WillAmy

11. Internet Campaign: Banners Continues again with ‘Will’ character. Asks audience to participate and click when they see a ‘superhero’. Size: 707 X 269 px Placed on Central website home page and Facebook Will link to Donate Life awareness page and then following the awareness week link to Donate Life website.

13. Pricing TypeSpecificationsNumberCostWhere PosterA3 and A4200 eachIn-house ($120 all up if unavailable) Central Campuses FlyerA5200In-houseCentral Campuses Roll Up Banner1800 X 830 mm 1 banner can be moved around $90.00Central Campuses E- InviteEmail sizeAll studentsIn-houseEmail Internet Banner 707 x 269 PX2In-houseCentral and Facebook site TV Commercial30 Seconds1In-houseCentral campus plasmas/FTA Radio Commercial 30 Seconds2In-house‘Boom’ radio possibly Nova

14. Internet Campaign: E- Invite Written in relaxed yet humourous tone in order to attract audience to read further. Uses Donate Life colour scheme. Will be forwarded via email to all Central Students and teachers.

15. Summary Key message ‘Anybody can be a hero’. The status is achieved primarily through registering to become an organ donor. Campaign will reach target audience through humour and reflection of demographic attributes. Cost efficient with ability to use in-house facilities.

16. Thank you! Any Questions?