Updated Mar, 6th 2013
Crime resides in a man and man resides in Cayala City.
While the Guatemalan government provides free education for 6 years, families cannot afford the rising costs of school uniforms, supplies and transportation. Instead of a classroom, children will learn from the streets and educated through the system of crime.
There are 52 murders per 100, 000 persons in Guatemala, in comparison to 1 murder per 100, 000 in the UK, and 4 murders per 100, 000 in the US. Because of the volatile environment, Paseo Cayala was born.
Paseo Calaya is a new development in Guatemala for the country’s elite, where the cheapest apartments are 70 times more than the average Guatemalan wage. Built to escape the snarl of crime, it is projected to be a safe haven oasis within a troubled city.
A world that escapes the reality beyond its stucco walls, Cayala might prove to be a fool’s paradise. But a rich fool’s paradise.
Residents of Paseo Cayala fear the crime in Guatemala and have escaped to the oasis.
Help keep Paseo Cayala the illusion it is.
Donate to the education of a child with a pencil, not a handgun, and safeguard the future of Paseo Cayala.
Ideas for The Cayala Illusion
These ideas are meant to outrage the Cayala residents and prompt them to rethink what they can do to prevent such things from happening. This is where the fundraising will begin -donate to the education of a child with a pencil, not a hand gun, and safeguard the future of Paseo Cayala.
How the Fundraising Will Work?
According to research by Jane Taylor, Caroline Webb, Daniel Cameron (2007), 'Cahritable Giving by Wealthy People' there are 5 types of charitable giving groups.
Who are they?
Large Committed Donor
Often driven by an innate altruistic or philanthropic nature, often founded in faith or religious beliefs
Large Ad Hoc
Respond to requests for donations, in an unplanned manner, key drivers of giving include links with charities via families or friends
Small Committed Donors
Give on a regular basis, small orders, personal financial commitments like mortgages payment were cited as barriers to making larger charitable donations.
Occasional givers, through sponsorships or door to door collections, reluctant to divulge the value of their donations
Prefer not to give monetary donations to charity might do volunteer work, cynical about giving.
Across all groups, stand out characteristics were:
For the purpose of this project we will be focusing on:
By targeting the fear that the Paseo Cayala residents and investors had paid to avoid, it prompts them to revaluate the distribution of funds.
It’s not just about building your safe house to escape crime, but it is also about doing what you can to fund against the growth of crime.
The campaign is about about gaining momentum about the outrage and target Cayala residents and investors to donate.
Logline: Create a recruitment campaign for child street soldiers to protect Cayala –the ‘Cayala Child Soldiers’
For 3 months each month we will be creating bogus campaigns that will feature direct marketing such as business cards, flyers, magazines, posters and social media.
Each piece of collateral will feature a disclaimer at the bottom with a link to PoP eg. ‘Don’t like this idea? Take it up with PoP and make a difference’ However this will be very faint as the big reveal will be executed in Month 4.
Month 1: Turn the Cayala Library to into a soldier playground
Take the Book Burning Party as an example
Month 2: Get fit to become Cayala’s next Drug Mule
Month 3: Firearm courses for the failing students
Month 4 -6: Keep Cayala Safe and Fund Against the Growth of Crime
The big reveal will include a redistribution of all collateral, except with a big red stop sign stating ‘Fund the Safety of Cayala.’ All pieces of collateral will feature this sign and will drive to the PoP website.
Once they reach to the PoP website they can choose how to give and how much they want to invest into the cause of child education.