Jonathan Quinio

Creatives Brief: PANAnaw Disaster Preparedness 2014

Creative Strategy: Metro Manila

Target Persons:
o Educational System
Demographics:
Ages 14-20
Gender: MF
Social Class: ABC
Education: currently taking hjghschool
undergraduate
studies
Psychographics:
Target people from this demographic are currently
studying in public and private educational institutions. They
either take private cars, school buses or commute to school.
They live with their families, are very technologically savvy
and are often early adapters, enjoy going out with friends
and spending their free time in commercial areas. They
prefer to be out, than be at home.
o Public Information
Demographics:
Ages 21- 35
Gender: MF
Social Class: AB
Education: College degree+
Psychographics:
Target people from this demographic are employed,
spend most of their time at work and are often in the
business districts of metro manila where their jobs and
offices are located. They either take private cars, or
commute to their destinations. They live with their families in
residential villages, use social media and their phones to
stay updated with news, spends their weekends and
recreational time alone for fitness, and to relax or socially
with acquaintances at malls or clubs.

o Community/Barangay level
Demographics:
Ages: 21-40
Gender: MF
Social Class: CD
Education: Highschool
Psychographics:
Target people from this demographic live with their
families, often unemployed and have only one source of
income for the household. They live in cramped urban
communities and barangays. They spend most of their time
at home, taking care of children, or doing recreational
activities. They love watching local television programs and
artists
o Business Sector
Ages: 30-40
Gender: MF
Social Class: AB
Education: College Degree+
Psychographics:
Target people from this demographic are managers or
directors in their firms, and have a lot of say in the direction
and decision making in their companies. These people value
wealth and their families and work to improve their state of
living and preserve it.

Creative Objectives
1. To teach Filipino citizens on how to create contingency plans
for natural disasters and its effects in their areas
2. To teach Filipinos to master the proper procedures to
minimize risk for all kinds of calamities through
preparedness, evacuation and survival techniques..
3. To inform Filipinos of the value of being prepared for the
worst natural disasters
4. To inform Filipinos of the areas prone to dangerous
environmental disasters and how to minimize risk while there
during a calamity

Consumer Promise
The benefit of being prepared for disasters is important for
everyone as it minimizes risk, prevents as much losses as possible and
maximizes health & safety.

Brand Personality/ Tone and Mood of Advertising

The brand image of this campaign is that it should be able to create
or establish a social validation or connection with all the people, as we are
no strangers to being victims of calamities. The campaign will be serious,
heartfelt, inspiring and calling for change.

Big Idea:
Product Truth:
The Philippines is an inevitable target for environmental calamities due to our
geographical location in the world. We are prone to disasters ranging from floods,
earthquakes, cyclones, volcanoes and landslides, and there is nothing we can do
to stop them. The only key to survival is through PREPAREDNESS. Being
prepared can minimize on multiple costs, protect assets and ultimately save
peoples lives.
Consumer Insight:
1) Its the governments job. the onus to prepare for a disaster isnt
my responsibility. I expect to be rescued and cared for when it happens.
2) I dont know how to go about it. As an individual, I dont know
what role I play in this.
3) Ill deal with it when it happens. I dont want to think about it. I
dont think it will happen to me. When it does, Im sure Ill be able to
handle it.
As a Filipino, I value my safety, and would do anything to prevent harm to my
family and me.
The Big Idea:
Being prepared is your responsibility and everyone is counting on you.