1. Transparency International
500 new donors / 1.000 CZK each
Corruption in the Czech republic
Year 2013
100.000 CZK
CLIENT
CHALLENGE
PROBLEM
TIMING
BUDGET

2. Level of corruption is one of the highest
in Europe
Czech people perceive corruption
as common (80%)
People resigned to fight against corruption
They don´t believe they have power to change it
But if we don´t manage to do anything,
nothing will happen…
INSIGHT

3. Don´t give up the fight against corruption.MESSAGE

4. Businessmen living in Prague
1.000 direct-mails
Letter and white flag
Don´t give up by waving a white flag
DIRECT MAIL
TARGET GROUP
AMOUNT
CONTENT
MESSAGE

6. Czech institutions hoist the national flag
Selection of state owned companies and
institutions linked to corruption
Replacing national flags with white flags to show
that they gave up the fight
GUERILLA

7. Based on Google Maps
Users can mark corrupted institutions with
white flag and non-corrupted with TI flag
Users can donate money or become members
Users can order TI flag
MICROSITE

8. Medializing information about guerilla
and microsite
Using free off-line and on-line media
Sharing via Facebook etc.
PR

9. People could hoist TI flag, new members
get it for free
On-line sharing and engagement
PUBLIC INVOLVEMENT

10. 100.000 CZK
50.000 CZK
15.000 CZK
35.000 CZK
BUDGET
DIRECT-MAIL
GUERILLA
MICROSITE

11. People get used to corruption
Don´t give up the fight against corruption
White flag / TI flag
Direct-mail, guerilla, microsite, PR
500 new donors + public movement
SUMMARY
PROBLEM
MESSAGE
SYMBOL
MEDIA
GOAL