1. - A proposal by the Pimpsons

2. AGENDA
1
Brief
2
Environmental Audit
-SWOT Analysis
-Competitor Audit
-Target Audience
- Consumer Audit
-Digital Audit
3
4
5
Learning Slide
SMART Objectives
PR Approach
6
Key Message
7
Timeline
8
Planning and Activities
9
Crisis Management
10
Media Universe
11
About your company

3. BRIEF
15,000 people die due to liver
diseases each year according to
a recent research published by
The Telegraph. 10,000 of them
aren't even aware of the
various liver foundations in
India, that provide support to
liver patients.
60% of the people have a
keen interest in donating their
liver or that of their family
members after their death,
but don't have an idea how
to.
We aim to spread awareness
about NLF and its activities
through various seminars and
activities over a course of six
months, so that, the general
public is able to associate liver
diseases and it's treatment with
NLF.
The problems that we might
face during this endeavour is
the utter lack of knowledge in
people regarding the
treatment and the existence
of NLF.

4. ENVIRONMENT AUDIT
An Environmental Audit is basically an assessment of the extent to which an
organization i.e., National Liver Foundation, is observing practices that seek to minimize
harm to the environment. According to the PESTLE analysis, the factors affecting and
influencing National Liver Foundation are political, social and economic.
PESTEL
ANALYSIS
Social

5. SWOT ANALYSIS
1. Since it's a NGO that is looking to support those
suffering from liver diseases and their families, it
attracts a lot of volunteers, from various walks of
life, mostly the youth and from upper class
families, so as a result expenses are shot down.
1.Lack of funds, so budget is limited.
2. All the donations given to NLF are tax
exempted.
4. Lack of systematic operation in the organization
3. Stable sources of finances.
2. There is no return on investment.
3. Weak management.
5. Gaps in co-ordination

6. SWOT ANALYSIS
1. Any grants or donation from the
government/private agency is an opportunity.
2. Alliances with other organizations, commercial
business or other NGO's
3. Good response from the public.
4. Support from donor agencies.
1. Vulnerable to economic crisis's.
2. Lack of interest and attitude problems of the
general public.
3. Sustainability problems due to lack of funding.
4. Anti- Ngo approaches by media and advocacy
organizations.

7. COMPETITOR AUDIT

8. TARGET AUDIENCE
We target masses of all age groups as awareness about liver problems and its treatment is necessary for all ages.

9. According to the survey conducted,
1.Only 20% were aware of National Liver foundation
through relatives who were suffering from liver problems.
Causes of liver diseases
Alcohol
2. 95% people believed that alcohol was the main cause
of liver diseases.
Smoking
3. Only 40% were aware about vaccinations for
liver diseases.
Toxins and
Drugs
4.60% of the respondents were aware of liver
diseases among children

10. DIGITAL AUDIT
Google+
MySpace
Tumblr
YouTube
• Their official Facebook page of National
Liver Foundation has a mere 19 likes with
little or no activity.
• They don't have any presence on Twitter.
• Though, their website is high on information
but it isn't user friendly at all.
edin
Social Media
• Their global rank is 6,010,381.
• The estimated percentage of global internet
users who visit the website is 0.000017%.
Facebook
MySpace
Google+
Source: www.alexa.com

11. LEARNING SLIDE

12. SMART OBJECTIVES
S
Our immediate aim is
to spread awareness
amongst the general
public about NLF and
the work that it has
been doing in the filed
of liver treatment.
We aim to make it well
known and more user
friendly than other
NGO'S in Mumbai.
M
We'll be able to
measure our goals by
means of Facebook
likes, Twitter contests
participation and
record of people
whose treatment has
been supported by
NLF.
A
Apart from spreading
awareness we're also
looking at increasing the
number of volunteers
and liver donors. We're
also banking on parents
to educate their children
about the disadvantages
of alcohol and how it
affects the liver and to
make sure that their kids
are vaccinated.
R
Six months might not
be enough time to
make sure all the
above goals are met,
but we guarantee that
it will likely be met in
the near future.
T
Six months. Starting
from August and
ending on January.

13. PR APPROACH
•Our PR approach for NLF will be based on Recall and Increasing
our brand audience.
•The aim is to make people associate liver diseases and it's
treatment with National Liver Foundation.
P
A
P
P
R
R
0
A
C
H

14. KEY MESSAGE
The activities and the events that we've planned in the course of six
months will focus on spreading awareness to the public about liver
diseases and the work that NLF is doing to prevent it.

15. TIMELINE
3.Inked campaign
4. Seminars and
workshops in
medical
institutions etc
August
September
1. Organize a press
conference to declare
face of the NGO.
2. World hepatitis dayAkshay Kumar will
play in KBC
8.Charity dinner and
musical night.
October
November
5. Viral video event
6.Street play
7. Auto rickshaw
poster campaign
10. ‘Peddle it’ rally.
December
9.Christ ‘mast’
event.
January
6 Month Plan

16. PLANNING AND ACTIVITIES
AUGUST
1. Press Conference
This will be a press conference wherein National
liver foundation will introduce Akshay Kumar as its
Brand Ambassador (Face). It will basically be
addressed by the media professionals, Celebrities
2. World Hepatitis Day
Auto Rickshaw Poster Campaign
This will again be an awareness drive where our
team will put up posters behind auto rickshaws in
the city. This poster will contain messages regarding
the donation of liver and how donating a liver after
you die can save a life.
SEPTEMBER
3.Inked
This will be a campaign where a message will be printed
on the back of the BEST and railway tickets. A message
which will be an eye opener to the masses. As a large
number of people travel by BEST busses every day we
believe it will be of great help to spread awareness which
is our main aim.
4. As KBC’s 6th season starts, on the 7 September, 2012
which we assume to be observed as the world hepatitis
day, we will ask Akshay Kumar to play the game and
donate the amount to NLF. Charity starts at home after all.
This will be a fund raiser event where the entire amount
received will be used for the treatment and transplant of
liver.
5. Look who’s talking?-Workshop Seminar
It is very necessary for the youth to be well informed
about the Liver diseases and the causes, symptoms and
treatment for the same. Our team will organize seminars
and workshops for the medical students where in famous
doctors and medical professionals will be invited to share
their knowledge and experience with them. It will be a
lecture series.

17. PLANNING AND ACTIVITIES
OCTOBER
October will be an awareness month for our campaign.
We have listed the following events which will contribute
and create awareness among the children, youth and the
elderly people.
6.Viral Video Event
Videos are the most famous awareness technique. As the
youth majorly is surfing the internet this is to target them.
A video will be uploaded on YouTube, face book and
various other social networking sites. The video will
include various causes, symptoms & treatments for liver
diseases.
7.Street play
A short street play will be performed on the streets of
Mumbai. The street play will be performed in and
around railway stations, College campuses, Schools and
also at the very famous Dhaaravi slum area.
8. That’s How We Roll
All the members of National Liver Foundation will for a
day update their status which will be a short message
asking people to stop alcohol consumption as it affects
the liver. Also all of the members will change their profile
pictures to the logo of the company.
NOVEMBER
9. Charity Dinner and musical night
As a part of Diwali celebrations we will invite
various celebrities, socialites, celebrity chefs,
editors etc for a charity dinner and musical night
wherein talented singers and musicians can
showcase their talent. Overall it will be a evening
filled with entertainment .

18. PLANNING AND ACTIVITIES
DECEMBER
10.Christ’mast’
The Tropicana juice carnival
This will be an event especially for the kids on
the day of Christmas. It will be held at the high
street phoenix ground. Our team in
collaboration with Tropicana will organize a fun
filled day for the kids. It will include various
events like quiz competition, salad making
competition and Design making competition.
Winners of the events will be gifted with
Tropicana goodies.
JANUARY
11.”Pedal it”
Cycling keeps you healthy and helps to stay fit. A
cycle rally for liver cancer awareness in the month
of January is the last initiative of the 6 month
agenda. It will be held at the Carter Road at Bandra
and all the participants will be asked to wear white
T-shirts with a green ribbon as it symbolizes liver
cancer.

19. CRISIS MANAGEMENT
1
Media publishes reports stating that NLF is a corrupt foundation and the money donated is not being
used for the welfare of the people.
Arrange a press conference and ask people who have been supported by NLF to talk about their
experiences.
2
People are not donating money as they have lost faith in the foundation.
We will provide all the information on our website that the public needs to know. This way we
will be totally transparent and people will perceive us to be reliable.
3
Not being aware about the NGO is the biggest crises that NLF faces
We need to get noticed and be heard and seen in the media for people to be aware
of our foundation.

20. MEDIA UNIVERSE
We will mainly try covering the print media and digital media. The print media
basically includes health magazines and newspapers in English and Hindi so that we
broaden our readership audience .Digital which includes Facebook ,YouTube, blogs
and making the website more informative and user friendly to the people.

21. ABOUT OUR COMPANY
We're 'The Pimpsons' comprising 5 pretty ordinary people who blend in a crowd almost as
efficiently as a chameleon only to come out with ideas that are not so ordinary after all.
The Pimpsons started out as an experiment by five of us to see if we had it in us to help people
and their products get heard. And, once we realized our potential, there was no looking back.
We named ourselves 'The Pimpsons' because we take our clients really seriously.
Any brand we handle, we make sure we pimp them to the best of our abilities, everyday, every
minute. You should choose us because apart from being reliable and making your headache, our
own, we're all insomniacs and we don't sleep. And, that means we work for 24 hours. And, hey
we're also Simpson fans. You simply can't go wrong with that.

22. PERSONAL EXPERIENCE
Karishma Bhatia(roll no :5)- Initially i was not so excited to receive National liver foundation as a PR topic,
but later on It was unbelievable as we all started coming up with amazing PR ideas for NLF. In fact we were
lucky that our topic was not some brand because the expectations and PR scope is too high which are not
fulfilled every time. Personally i liked this project for the biggest reason that i had really good and cooperating group members who came up with brilliant ideas and made me think more and more. This was
something new and different. Thank you :)
Tasneem Jariwala (roll no :22)- Just one month and a six month pr campaign to be planned, too much pressure.
But as we started to research and work on it, things seemed to follow and after much effort we finally manage to
complete it. Our topic being NATIONAL LIVER FOUNDATION was not so easy to play around with but we as a
group brain stormed and came up with this presentation. It was something worth learning and an enjoyable
experience. Would surely love to plan pr activities for some company in future. The best part of our group was we
all co-operated with each other there were ups and downs though (which group doesn't have) but we worked
together throughout. Lastly i would want to thank you ma'am because if it wouldn't have been you giving us NLF
we would never really learn so much.

23. PERSONAL EXPERIENCE
Vismaya Murali (Roll no :53)- Initially I used to perceive PR as a very simple job. But the project and our
topic National Liver Foundation in particular has completely changed my view. It is extremely hard and at
the same time interesting as it brings out our creative side and lets our imagination run wild. Since it was
our first experience with such a project, we did have a hard time coming up with ideas. I hope we have
done enough justice to the topic given to us.
Poulomi Das ( Roll no :56)- When our group was given the topic 'National Liver Foundation', doing PR
for them for a period of 6 months suddenly sounded like 6 years and I was really hesitant as to if we
would be able to do justice to it. But, as we started reading up on the amazing work that they've been
doing which incidentally none of us were aware about, we started racking our brains to come up with as
many innovative events as we could and hope we've been able to do justice.
Raj Jain (Roll no : 68)- I have had a great time doing this project along with my other group members.
Honestly I dint know much about PR but I’ve managed to learn a lot because of the project and have
gained a fairly decent idea about the working of a PR agency. I’m glad to have done this project.

24. CONTRIBUTIONS
1. Ideas for planning and activities
Vismaya Murali
Tasneem Jariwala
Poulomi Das
Karishma Bhatia
2. Compilation of information
Poulomi Das
Tasneem Jariwala
3. Designing the presentation
Vismaya Murali
4. Designing the logo
Raj Jain

25. THANK YOU