This presentation was made during my (Erica Swallow) internship at Saatchi & Saatchi during the summer of 2008. China Care, the client, was pleased with my team's work and signed off. I sourced and managed the China Care pro bono account and negotiated pro bono space for an ad in CosmoGirl magazine. There were so many people that helped along the way. Thanks to everyone!

1. Helping Disabled Chinese Orphans
through Advertising
Erica Swallow
2008 CosmoGirl Project 2024 Intern 08.04.08

2. Agenda
Social Issue The Landscape
How Will We
Our Objective
Reach Her?
Further
Our Target
Recommendations

3. Agenda
Social Issue The Landscape
How Will We
Our Objective
Reach Her?
Our Target Next Steps

4. Disabled Chinese Orphans
• 1 million orphans in China
• Most are medical orphans
– Preference for healthy children
– No national healthcare
– Average Chinese salary: $2,000 a year
• Most common ailments
– Cleft lip and palate
– Congenital limb and heart defects
– Spina Bifida
– Anal Atresia
– Premature

5. China Care Mission
To give special-needs Chinese
orphans the opportunity for a better
life and to empower youth through
direct humanitarian service.

6. China Care Programs
• Children’s Homes
• Medical Programs
• Foster Program
• Orphanage Support
Program
• Adoption Support
• Volunteer Program
• Clubs
Above: Alice Chen volunteering in China

7. China Care Success Story:
Dang Kai Rui

8. Current China Care Communication
• Brochures
• Newsletters
• Fundraising Events
• Promotional Videos
• Website
• Word-of-Mouth
China Care Care Package Newsletter

9. Agenda
Social Issue The Landscape
How Will We
Our Objective
Reach Her?
Further
Our Target
Recommendations

10. Our Greatest Imaginable Challenge
Our greatest wish is for all children
everywhere to have a home

11. Why are We Uniquely Positioned?
• You can see the difference you make
• China Care is life-changing

12. Agenda
Social Issue The Landscape
How Will We
Our Objective
Reach Her?
Further
Our Target
Recommendations

13. Women 25-34
• A demographic we miss out on
• 25 is the turning point
• #1 cause she would support is “birth
defects and illnesses affecting children”
• More disposable income

14. Interest in China
• Studied / Lived / Worked in China
• East Asian Studies / Mandarin student
• Chinese-American
• Vacationed in China

15. A Look at Our Target
Mandie, 25 “I recently watched a baby be born in the
backseat of a greyhound bus in Indonesia.”
Single, no kids
Mandarin Speaker Traveler / Backpacker New Yorker / Beijinger
Graduate Student China AIDS Consultant American Expatriate

16. A Look at Our Target
Joanne, 29
Married , no kids
Bilingual Traveler Ballroom Dancer
Chinese-American Speech Pathologist

17. Agenda
Social Issue The Landscape
How Will We
Our Objective
Reach Her?
Further
Our Target
Recommendations

18. The Landscape
International Charities China-Specific Charities

19. Mission
To provide free cleft surgery for
millions of poor children in
developing countries.
To provide free cleft-related
training for doctors and medical
professionals.
Until there are no more children
who need help and we have
completely eradicated the
problem of clefts.
• Treatment Grants
• Education Grants
www.smiletrain.org/

20. Better Homes
August 2008

21. Mission
Throughout the world, Operation
Smile volunteers repair
childhood facial deformities while
building public and private
partnerships that advocate for
sustainable healthcare systems
for children and families.
Together, we create smiles,
change lives, heal humanity.
• Medical Program
www.operationsmile.org/

22. Agenda
Social Issue The Landscape
How Will We
Our Objective
Reach Her?
Further
Our Target
Recommendations

23. China Care OIIC
Objective: Inspire women (age 25-34) to make a donation to China Care.
Issue: She is a busy woman who has seen causes like ours before. With
so many competing charities, it is difficult to choose which to
support and trust. In the past, it has been too easy not to donate.
Insight: Simplicity and transparency are key. People are more likely to
donate if they know that their donation will make a visible
difference.
Challenge: Show that China Care is as a transparent organization that allows
you to choose a project and see your contribution.
Organizing Idea: See the difference you make.

32. Focus Group Findings:
Price Tag Campaign
“This is very direct and makes it
seem urgent.”
“It seems like I’d be helping out a lot. If
10 people contributed $50, it’d be
$500. We’d save his life.”
“If I throw $20 at this cause, I know how
far it goes.”

33. Focus Group Findings:
Love Campaign
“This campaign makes it seem easy,
affordable, and doable.”
“100% of your contributions go directly
to help – that jumped out at me.”
“I feel like I’m a part of the process,
instead of just shopping for a charity to
throw money at, because I am donating
small, tangible parts of the solution.”

34. Media Plan
$25,000
• Chinese Expatriate Lifestyle Media
$100,000
• Chinese Expatriate Lifestyle Media
• Social Networking: Facebook
• Language Centers
• Asian-American Magazines

35. Online Shanghai News Source and Blog
Bi-weekly expatriate lifestyle magazine

36. $25,000 Media Plan
Total Cost: $24,320
1 Million Impressions:
If just 5% of viewers donate $10,
that would be $500,000 in donations!

37. Media Plan
$25,000
• Chinese Expatriate Lifestyle Media
$100,000
• Chinese Expatriate Lifestyle Media
• Social Networking: Facebook
• Asian-American Magazines
• Language Centers

39. Bi-monthly fashion magazine (L.A.) Quad-monthly non-profit magazine

40. Language Centers

41. $100,000 Media Plan
Total Cost: $99,010
2.3 Million Impressions:
If just 5% of viewers donate $10,
that would be $1.2 million in donations!

42. Agenda
Social Issue The Landscape
How Will We
Our Objective
Reach Her?
Further
Our Target
Recommendations

43. Further Recommendations
• Overall brand identity analysis
• Apply for Ad Council Endorsed Campaign

44. Go to nyuchinacare.googlepages.com to donate now!

45. Agenda
Social Issue The Landscape
How Will We
Our Objective
Reach Her?
Further
Our Target
Recommendations

46. Acknowledgements
China Care CosmoGirl! Saatchi & Saatchi ZenithMedia
Katerina Kruzykowski Tara Roberts Amy Steptoe Kerry Lind
Barbara Korus Susan Schulz Elliott Holt Kristin Conroy
Lisa Slow Deanne Hess Vanessa Katz Felix Lee
Brent Johnson Margeaux Lippman Riva Weinstein
Diana Kuo Keith Gordon Nivedita Kulkarni
Matt Dalio Thornton McEnery Pat Murphy
Fernanda Diaz Amber Boyd
Jennifer Randolph
Ali Pulver
Christine Villanueva
Courtney Winegar
Special thanks to the Olay team for daring to create a better future!

47. Helping Disabled Chinese Orphans
Through Advertising
Appendix I:
Other Useful Statistics
08.04.08

48. China Care Demographics
Administrators
Adopting Families
Club Members
Donors
Executive Board
Volunteers
15 24 34 44 54 64 74
Age (in Years)

49. Top Ten Countries Adopted
From in 2007
6,000
5,000
4,000
3,000
2,000
1,000
0
Ethiopia
Vietnam
India
Liberia
Ukraine
China
Russia
Guatemala
South
Kazakhstan
Korea
Fact: 62,389 Chinese children adopted to U.S. since 1985

50. 2006 Charitable Giving Index
• Health and human services ranked as the first or
second charitable giving choice for nearly two-thirds of
all respondents (63%).
• Lower-income Americans are among the nation's most
generous givers, with 48 percent of households earning
less than $25,000 per year giving at least $100 per year.
• Married couples are more likely than the general
population to give, and more likely to give at levels of
$100 or more.
• Attending at least some college makes you more than
twice as likely to have given more in 2006 vs. 2005.
http://www.freelanthropy.com/sys/content/view/35/80/

51. Helping Disabled Chinese Orphans
Through Advertising
Appendix IIa:
Landscape: Other International Charity Ads
08.04.08

52. The Landscape
International Charities China-Specific Charities

56. Helping Disabled Chinese Orphans
Through Advertising
Appendix IIb:
Landscape: China-Specific Charities
08.04.08

57. The Landscape
International Charities China-Specific Charities

59. Mission
To take in the so-called "broken"
children and transform their
hopelessness into beautiful
stories of redemption and love. In
their time with us, we love and
care for them, provide them
surgeries to correct their medical
conditions, and work to find loving
families to adopt them.
• Medical Program
• Foster Care
• Adoption Assistance
http://www.chinaorphans.org/

60. Mission
To improve the lives of orphaned
and impoverished children in
China.
• Medical Program
• Nutrition Program
• Education Program
• Foster Care
• Adoption Grants
• Orphanage Assistance
www.lovewithoutboundaries.com

61. Mission
To ensure that every one of
China's orphans has a caring
adult in her life.
• Infant Nurture Centers
• Education Programs
• Foster Programs
www.gracechildren.org/

62. Mission
To deliver education and vocational
programs, medical/surgical care
and humanitarian aid for
orphaned and disadvantaged
children in China
• Medical Program
• Education Program
• Vocational Training
• Humanitarian Aid
• Youth Initiative
www.gracechildren.org/

63. Helping Disabled Chinese Orphans
Through Advertising
Appendix III:
Media Research
08.04.08

64. Chinese Expatriate
Magazines / Newspapers / Websites

65. City Weekend Magazine
City Weekend Readers
• 43% 25-34 years old
• 58% female
• 60% upper management
• 89% plan on traveling in 2008
Circulation
• Beijing / Shanghai: 48,000/week/city
• Home & Office: 40,000/issue
Rates
• Back cover: 50,000RMB / $7,500
• Inside front cover: 45,000RMB / $6,600
• Full-Page: 35,000RMB / $5,200

66. Shanghaiist.com
Shanghaiist Readers
• 79% 21-40 years old
• 32% female
• 64% visit Shanghai at least 1x year
• 220,000 visits per month
Rates
• 1 Banner
– Weekly: 2,500RMB / $370
– Monthly: 6,000RMB / $880
• 2 Wide Skyscraper
– Weekly: 2,000RMB / $300
– Monthly: 5,000RMB / $730

67. The Beijinger Magazine
The Beijinger Readers
• 37% 28-37 years old
• 36% female
• 66% upper management
• 69% spent 1+ years in Beijing
• Mean HHI: $123,166
Rates
• Back cover: 72,000RMB / $10,500
• Inside front cover: 58,000RMB / $8,500
• Full-Page: 48,000RMB / $7,050
• Double Spread: 90,000RMB / $13,220

68. China Daily Newspaper
China Daily Readers
• 41% 25-34 years old
• 66% multi-national government
officials / think-tanks
Circulation
• 300,000 in 150 countries
Rates (daily)
• Full-page: 147,000RMB / $21,600
• ¼ Page: 42,000RMB / $6,200

69. AsiaXPAT.com
Regional Rates
(500,000 impressions)
• Super Banner
– $6,000/month
• Home Page Feature
– $4000/month
Other Super Banner Rates
• Hong Kong: $4,000/month
(350,000 impressions)
• Shanghai: $2,000/month
(150,000 impressions)
• Beijing: $1,000/month
(50,000 impressions)

70. Asian-American Magazines

71. Audrey Magazine
Audrey Readers
• 82% female
• 40% = 25-34yrs / 72%= 25 -44
• Median age: 31
• 87% employed full-time
• 72% college graduates
• Mean HHI: $74,500
• Subscriptions: 10,000
• Total Readership: 30,000
Rates
• Back cover: $5,000
• Inside front / back cover: $4,000
Bi-monthly fashion magazine (L.A.) • Inside: $3,000

72. Hyphen Magazine
Hyphen Readers
• 84% 19-34 years old
• 82% Asian American
• 81% College graduates
• California / New York
• Subscriptions: 5,000
Rates
• Spread: $1000 / $670 / $450
• Full-Page: $550 / $370 / $250
• Back Cover: $750 / $500 / $335
Quad-monthly non-profit magazine

73. Philanthropy Magazines

74. Asian-American
Philanthropy Websites
Contact: Dien S Yuen, dien@asianphilanthropyforum.org

75. Airline Magazines

76. Continental Magazine
Continental Readers
• 37% Female
• Median HHI: $142,841
• 63% college graduates
• 63% professional / managerial
• Readership: 2.4 million
Rates
• Full-Page B&W: $27,955

77. Lifestyle Magazines
GOOD is the integrated media platform for people Ode is a print and online
who want to live well and do good. We are a publication about positive news,
company and community for the people, about the people and ideas that are
businesses, and NGOs moving the world forward. changing our world for the better.

78. GOOD Magazine
Good Readers
• 63% Female
• Median age: 31
• Mean HHI: $100,000
• 78% college graduates
• 60% 21-34
• 25,000+ subscribers
• All profits go to chosen charities
• Non-partner partnership

79. Ode Magazine
Ode Readers
• 76% Female
• Median age: 31
• Mean HHI: $80,000
• 81% college graduates
• 90% highly interested in traveling
• 68% visited a website featured in Ode
• Circulation: 150,000
• Subscribers: 127,500
Rates (non-profits)
• Back cover: $10,920
• Inside, front cover: $10,080
• Inside, back cover: $9,240

80. • U.S. Females 25-34: 2,743,380
– College grads: 651,180
– Interested in Volunteering: 23,560
• College Grads: 9,900
• Interest in China: 6,400
• Bids start at $0.71 per click
• Set daily spending caps
http://www.facebook.com/ads/

81. Helping Disabled Chinese Orphans
Through Advertising
Appendix IV:
A Closer Look at Our Target
08.04.08

82. Women 25-34
• 45% Associate’s degree or above
• 44% Live in urban centers
• 25% Employed Full Time
• Love traveling: ~ 5 leisure trips within past year
• Average HHI: $63,719
• 64% Married (Avg. marriage age: 28)
• 25 is the turning point
– Slow shift from the focus of self to family
– House buying / marriage / parenthood / future

83. Cause-Related Marketing
• 68% adults 18+ : health-related issues
– 86% : cancer research (other than breast cancer)
– 83% : birth defects and illnesses affecting children
– 84% adults 25-34 : birth defects and illnesses affecting children (#1 ranked)
• 74% W18+ : health-related issues
• Americans are the most philanthropic people in the world
• College graduates are more likely to support international concerns
• Adults 18-34 (Echo Boomers) are particularly interested in philanthropy
– 39% state they do their part as a community member
– 49% said philanthropic work makes them “feel good about themselves”
– 83% trust a company more if it is socially/environmentally responsible
– 73% are more likely to pay attention to a company with a deep commitment to a
cause

84. A Look at Our Target
Marti, 32 “I consider myself a champagne backpacker.”
Married Mother Traveler Graduate Student
Travel Guide Editor Webmaster

85. A Look at Our Target
“I've been developing an unhealthy
Meret, 25 obsession with bikram yoga.”
Bikram Yoga Fiend Traveler Graduate Student
Dog Lover Full Time Employee Mandarin Speaker

86. A Day in the Life of Joanne
7:00am 9:30 – 10:00am 10:00 – 11:00 am 11:00am – 3:00pm
Wake up; get Drive to work Check VM, Email, Appointments, errands,
ready for work in Long Island calendar; breakfast people knocking on door
3:00 – 5:30pm 9:30pm - Midnight Weekends
7:30 – 8:30pm 9:00pm Watch DVR TV
On-campus rounds, Ballroom practice Home Family Time
language groups, General Hospital & House-hunting
or gym channel surfing
staff observations
http://www.netratings.com/pr/pr_040318.pdf