Jean Cecilia Saroinsong and Isabella Wibowo
Bina Nusantara University International, Jakarta, Indonesia

Helping a global humanitarian organization unite to fight Childhood Obesity.

Overview:

Your Client is a Health Organisation, a Division of a global humanitarian organization, who has just reported that there are over 1 billion people who are overweight and that this number will increase to 1.5 billion by 2015.

There is also considerable press and magazine activity generated regarding childhood obesity. Even celebrities are offering support. However, the word from the field is that in many cases, funds which are being generated are being used to create duplicated administrative services, rather than being used to achieve results.

Your task is to develop a Primary Schools programme to aggressively combat childhood obesity in children aged 6 - 12 years in your Country.

The Programme, if successful, will be offered by this organization to other Countries around the world. What is needed is a successful and exportable case study.

The plan needs to be robust enough to be expanded in the future and be exportable to other Countries and to:

  • Involve Primary Schools.
  • Involve Food Manufacturers and Industry Bodies.
  • Involve the Community.
  • Involve the Media.

Specifics:

  • Present a Programme Marketing Plan incorporating the communication strategies and tactics needed to capture target country awareness, interest, consideration and adoption of the programme.
  • Provide a clear and achievable programme strategy for "selling" the programme to other countries. Assume these Countries are first world and are quite capable to carry out the execution.
  • Outline the Programme Communication Plan with a view to it being offered to sponsors and advertisers.

Budget:

Outline the budget you will need to fund your launch Plan. The Health Organisation will not be able to fund the Programme but you can assume you will secure Corporate Sponsorship. Include in your Entry, a rationale to support this funding.

Terms & Conditions.

  • The MAA Worldwide Global Tertiary Challenge will run from February 1st to July 31st 2007 and is open to any Classes and Clubs in Universities, Business Schools and Marketing Colleges studying any Marketing Discipline.
  • If there is more than one Marketing Class in a participating University, Business School or Marketing College, all may enter separately.
  • Entrants may select only one of the two Marketing Briefs. The Judges will treat both briefs identically.
  • Entries need to be written in English in Word.doc format and will be submitted electronically under the following sections:
    • Overview and Promotion Marketing Objectives.
    • The Strategy.
    • The Creative idea.
    • The Execution.

Results are not needed.

Examples of the Creative can be supplied, either in a PowerPoint, Word doc or PDF formats. For obvious reasons, any creative will not be judged for quality but will need to support the idea. Creative thinking can also be in the written form. Full details are on the Entry Form.

  • All Entries will be judged by a panel of Judges with a maximum of 50 points being awarded for the Strategy in meeting the set objectives, Creativity of the idea and the proposed Execution.
  • The Winning Entry will be announced at the annual MAA Worldwide GLOBES Gala Awards Banquet to be staged in Las Vegas in October 2007 and will be featured on the MAA web page at www.maaw.org
  • The Prize: The winning class or team will receive a MAA GLOBE trophy, the pinnacle in global Promotion Marketing Excellence. All Members of the Winning Team will also be awarded a MAA Worldwide GLOBE Certificate.
  • MAA Worldwide reserves the right to publicise any entry, but will acknowledge the fact that ownership of the content of each entry rests with originating entrant. All Judges will be requested to make an identical acknowledgement.