1. 1
Introduction
5% of out thousand children suffer from autism in Egypt. We decided to start a
campaign for raising awareness in Egypt. Though there is a severe shortage in
awareness of autism in Egypt. Families in Egypt especially the low social class
families, claim that the child with autism is mentally retarded even though this
child can be unique and intelligent, yet the families play a big role in curing or
helping the child overcome autism. Autism or autism spectrum disorder
(ASD) represents a range of different brain disorders that includes various
disabilities like difficulties in communication skills verbal and non-verbal,
difficulties/ weakness in social skills like reacting with people around and
making friends and repetitive behaviors.
Studies showed that autism tends to appear in the child in from 12 months till
18 months and sometimes it can start at a two years aged child. Autism tends to
appear on boys more than girls by the ratios 4:1 respectively. (2015) Autism
Speaks Inc. The good news is that fortunately 90% of children with autism
have a tendency to get cured if they were treated in the early years, on the other
hand; mothers find difficulties in finding institutions for autism treatments in
Egypt. Saeeda Hassan; El Horreya and El Adala Port (2013) That’s why we
decided to share awareness taking a deeper look on what exactly does autism
mean, what are their types, what’s the symptoms, what causes it, what develops
it, how to deal with it and we will also take you step by step to the daily life of a
child with autism and see how he lives and what comes along with autism
disorder.
Our vision is to remind people that we don’t live alone and that we have an
obligation for those in need, also we want to show people in Egypt that children
with autism are normal people just like me and you and sometimes even

2. 2
smarter, they just need to show them some respect, supportand acceptance. Our
mission is to raise awareness for autism and help people understand what it
really is. Our goal is to reach the maximum audience we can, our objective is to
reach 60% of the audience through our campaign in 2016, raise awareness by
50% and collect 30 million for donations. Our key messages that we want the
campaign to get across areas followed:
 Children with autism are just normal people like us.
 For parents: don’t treat your autistic child like he’s mentally ill.
 Children with autism are unique and intelligent; they just see the world in
a different perspective.
We decided to use the Ministry of Health in Egypt to sponsor our campaign.
The ministry of Health was established in 1936 in the last years of the King
Ahmed Fouad the first who was suffering from a sugar coma and he was treated
by his special Egyptian doctor and when he woke up from this coma he said to
the doctor “Thank you minister!” and based on that sentence was issued a royal
decree to establish the Ministry of Public Health in January 1936 arose on the
basis of a range of public services such as:
-The interest of public hospitals
- Rural Health Service
- Interest diets

3. 3
SWOT Analysis
Strengths:
People are now open to advertising campaigns for health care such as cancer
treatments and heart diseases, but there are rare advertisements for mental illness
care so we’ll be able to create a new idea about a mental disease that has a scarce
consideration and catch people’s attention.
Weakness:
Sometimes when there’s an ad or a campaign about diseases or anything that has to
do with health or a bit serious, people don’t pay much attention because they
would not want to face the reality of people’s problems, so they would just look
away. We might also face some difficulties when we try to visit some hospitals or
in accessing some patients’ documents in hospitals, and also while shooting our ad.
To point out, both strengths and weakness are a bit related because to gain
attention for health campaigns are mostly done by using emotional approaches.
However, there are two kinds of people, the ones who would look away, and that’s
a weakness for us, and the ones who would want to help, and that’s strength for us.
Opportunities:
We have a big opportunity by having the support of the Ministry of health by
funding our campaign and giving us the reliability, truthfulness, and transparency
in front of the community and society.
Threats:
The cluttering of health advertisements might not reach a huge audience because
people might think that our topic is not that important in comparison to illness such
as cancer, diabetes, heart diseases and hepatitis.

4. 4
External forces:
Cultural:
Since here in Egypt we don’t care much about mental illnesses, people don’t care
about preventing autism from the early stages, they only start caring when the
problem happens and they start fixing it. Therefore the society won’t care about
our campaign as long as they don’t think the problem is theirs. The perception of
Egyptians on people suffering autism that they are mentally retarded and
dangerous.
Legal:
The government provides legal rights to children with autism in education, and
health. In addition, discussing the rights in joining the military for boys.
Political:
The country’s political condition is unstable so far since the 25th of January
revolution, the government is constantly changing, so this affects projects to be
delayed.
Social:
Some people will sympathize with us and support us because they think we’re
doing the right thing others will act negatively because they think we’re
exaggerating.
Economically:
We won’t be able to handle this campaign financially we will need to have some
support from the ministry of health and also some funding from the society to help
reach our goal. In addition, the poverty in Egypt is high so that prevents low social
class children to get the treatment or care they need.

5. 5
Demographic criteria
Age: 25-40
This age will be psychological fully consider how to deal with this case, because
we’re targeting parents and teachers who will interact with children with the age
of two and three.
Gender: Male & Female
Both genders may suffer from this case.
Education: High and low
Occupation: we don’t have a certain target occupation because we’re aiming for
high and low social classes.
Income: Lower, middle and higher income. Our target is to reach all the society
and not differentiate to help achieving the campaign’s objectives.
Geographic Location: Whole Egypt. Our target is to reach and deliver our
message to all governorates of Egypt.
Psychographic criteria
a. Personality: In our campaign, we believe our main targeted audience is the
emotional and helpful people, because our campaign is about a mental illness that
comes to children. These kinds of ads or campaigns rely on those emotional,
helpful, and kind people, because they will help eventually. However, that doesn’t
mean that rational people are not targeted, they are. In our campaign, the entire
Egyptian civilization is targeted. As much people as we can to be aware of that
illness, be aware of the help they can provide, and be aware of the symptoms if
they happened to pass by a case.
b. Attitude: We believe that people’s attitude towards those ads or campaigns
can sometimes be negative, because some people do not actually believe that
mental illness is a real thing, especially autism. One of our targets is to shift these
beliefs and aware them that mental illness exists and it sometimes can be
dangerous.

6. 6
C. Motivation: the motivation that is needed for our campaign is charity. One of
our targets is to raise a huge amount of donations, and that’s the motivation people
need we believe, that they are donating for the greater good. Donating for charity
to help children with autism. We could even use social media like facebook or
twitter to allow people to understand more about the danger of this illness, so that
will motivate them even more.
D. Lifestyle: we believe that whether physical or mental diseases should all be
spread through the entire nation, because these types of things can occur to any
human being, whether an A class or a D class. So our targeted lifestyle is simply
none. We will try as much as we can to create the awareness that is needed for our
campaign and spread the word about this illness, even to the uneducated segments
to allow people to be aware of the symptoms and to seek help if needed, from A
class to D class.
Ad believers:
We will try to make the ad believable as much as we can; after all, it’s an illness
that exists. However, our idea is to allow people to understand, feel, and believe
what they are watching and to sympathize or actually be moved by it and to
acknowledge the illness and try to overcome it through donations to facilities, or
help children who are suffering this mental illness.
What motivates the consumer to adopt the idea?
We believe that adopting the idea of how important, serious, and deep mental
illness is in Egypt could be quite hard. Mostly Egyptians don’t actually believe in
mental illness, or they would simple call the man crazy and not consider helping
him, most Egyptians, not all. So, our concern is to allow people who are watching
the ads to actually believe that autism is a real illness and it can be fixed. We could
use real life cases and do a mini documentary that would show people how
children are with that illness, show symptoms that will allow parents and teachers
to see to know if they have this case.

7. 7
What do consumers look for in the idea?
We believe that consumers who will donate or help these children out are looking
for inner peace. Helping out children and donating for them is something people
are not obligated to do. However, a lot of people help with charity works like with
Children Cancer Hospital (57357) in return for nothing. We believe that this helps
people psychologically that they helped other people in need who can’t
(sometimes) provide for their children this help.

8. 8
1. Determining the selling focus
The awareness is very little about our illness unlike cancer campaigns which have
spread all over the media.
We will use transaction oriented advertising because we want to generate
immediate donations to help us on the long term and it will show us people’s
interest in our campaign.
We will use long term advertising , which we will do by placing tv ads as a story
mode that shows how neglecting your child’s needs and wants can affect him
mentally on the long term, this will help our brand to shine and be understood
exactly what are we addressing.
Yes, we will use both because we need short term for early fundraising and long
term for the awareness.
2. Managing the brand equity:
We will explain in our campaign how our audience’s interaction with us will help
the campaign on the long run in spreading awareness and that will help us keep the
customers
We identified our current level of awareness at 1% of the population (1 million),
we want to change that, we want to reach 75% at the end of our campaign.
We will build brand association with Hope, the idea that there is always hope.
3. Positioning the message.
Our position lies now at the bottom of any disease awareness campaigns, and we
want to reach the top, we want to be the most known campaign, and we want to
win this position from Heart disease campaign.
We will create the position in the ad by using positioning by product
attribute/benefit, we will set the product apart by stressing the benefit offered by
our campaign, that awareness in the end will leave no child helpless, and we will
educate parents more about the disease and how to diagnose it and how to treat

9. 9
4. Funding the marketing communications program
We decided that the promotion and advertising department will put the advertising
department.
Promotional objectives or imitating competition in their advertising expenditures
are our basis in deciding our budget according to our objectives that we want to
reach.
We will need for our campaign around 150 million Egyptian pounds.
5. Targeting and delivering the message.
Our targeted audience are the parents and teachers, from age 25- 40, that interact
with children on a regular basis and the message that we deliver basically states
that we have to care for our children and we have to raise them properly and that
neglecting the child will eventually have a negative effect, so therefore in order to
avoid such outcome we have to raise awareness about ASD’s symptoms, how to
deal with it, and therapy. Also we will present in our campaign most of the
common early symptoms of Autism to the mothers to know and to understand, so
they could detect their children early to cure them early.

10. 10
Media Mix
Vehicle or type Why? Weight Budget
allocation
(Total 150
million)
Tv ads To reach the
maximum
audience and
because tv ads
create the most
exposure
50% 150 million x
50% = 75
million
Public relation We will use pr to
help provide
more
information
about our
campaign and to
encourage the
relationship
between us and
the audience and
give more
credibility and
provide the
availability for
any questions
that might be
asked
20% 150 million x
20% = 30
million
Radio We will use
radio ads for
people who
spent a lot of
4% 150 million x
4% = 6 million

11. 11
time in their car
going to work or
stuck in traffic
Magazine We will use
magazines as we
are targeting
mothers and they
usually read
magazines
3% 150 million x
3% = 4.5
million
Newspapers We will use
newspapers for
parents who read
newspapers
usually to help
spreading the
message
3% 150 million x
3% = 4.5
million
Brochures We will use
brochures for the
public relations
events to provide
more
information
about our
campaign
2% 150 million x
2% = 2 million
Flyers We will use it to
attract audience
and will provide
also contact
information
2% 150 million x
2% = 2 million
billboards We will use
billboards for
people who
spent a lot of
time in streets
and help get
7% 150 million x
7% = 10.5
million

12. 12
150 million x
2% = 3 million
2%We will use
banners for
public relation
Banners
150 million x
2% = 3 million2%
We will use
rollups for public
relation
Rollups
150 million x
4% = 6 million
4%We will use
sossets because it
creates
continuous and
repetitive
exposure to help
people always
think about our
campaign
Sossets
150 million x
2% = 3 million
2%We will online
ads because
people nowadays
always check
internet
Online
Total 100%
people’s
attention

13. 13
The
Advertising
Unit
Where When How long Cost
Teaser
Billboard
6th of
October
Bridge,
Mehwar,
Kornish
(Alexandria),
Sahrawy
High Way
Late May For a week 3 Million
A column in
second page
on the top
right
(Newspaper)
Alahram
Almasry
Elyoum
El Akhbar
El Shorouk
Weekly
(every
Friday)
For 6
months
4.5
million
30 seconds (2
TV ad)
CBC
CBC Sofra
El Nahar
Starting
from
Ramadan
5 days a
For a
month then
3 days a
week
75
million

14. 14
El Hayah
Ten
MBC Masr
week
25 seconds (2
Radio ads)
Radio Masr
Nogoom FM
Nile FM
Starting
from
Ramadan
Daily
For 6
months
6 million
4.5
million
For 6
months
Monthly
(every
Saturday)
Sayedaty
Laha
Magazine
(print)
30
million
For 6
months
Weekly
(Every
Sunday)
Clubs
Schools
Universities
(across all
Egypt)
Events and
press
conferences
(public
relations)
6 millionFor 6
months
During the
events
At public
relations
events
Brochures
and Flyers
6
million
For 6
months
During the
events
At public
relations
events
Rollups and
banners
10.5
million
For 6
months
Starting
from
Ramadan
October
Bridge
Mehwar
Kornish
(Alexandria)
Sahrawy
Billboards

15. 15
Highway
6 millionFor 6
months
Starting
from
Ramadan
October
Bridge
Mohandseen
Heliopolis
New Cairo
Sosets
3 millionAs long as
the
campaign
is going
Starting
from May
Website
Social
Networks
Online
The quantitative media objective
Our aim and objective is to reach most of the mothers, and to inform
them with information about Autism and its symptoms while reminding
them that it should be checked up early other than being denied for the
sake of helping the child to have the chance to be cured earlier.