Antenas por los
Ninos
Daniela Reina Kathryn Krebs
COM 331
BOILER PLATE
Antenas por los niños is a social enterprise based in Mexico City. Founded in
2005 by Juli Borbollas, it uses effective play therapy techniques to treat
children who have experienced a traumatic event.
Antenas por los niños is a civil organization formed by a group of psychologists
specializing in children and adolescents. We work for the mental health of poor
Mexican Children. We exist because our children need to have dynamic and
effective psychological care.
BOILER PLATE
Suggested:
Antenas por los niños is a social enterprise based in Mexico City. Founded in 2005 by
Juli Borbollas, it uses effective play therapy techniques to treat children who have
experienced a traumatic event. We work for the mental health of poor Mexican Children.
We exist because our children need to have dynamic and effective psychological care.
Justification:
By using this boiler plate you will be able to effectively convey your message and explain
how you started and what your purpose is.
MISSION STATEMENT
Current:
“We work for the mental health of poor Mexican children.”
Proposed:
Antenas por los niños is a social enterprise that provides Mexican children with
innovative psychological care regardless of their economic status.
Justification:
Having a strong mission statement allows for interested stakeholders to take the time to
read into your organization. Once you establish a mission statement that clearly identifies
your purpose and intentions you will be able to draw in more people, whether they are
patients or investors.
• Use digital avatars
• Social media outlets
Strengths
• Recordings used in trial
• No links to social media on website
• Incorrect translations on website
Weaknesses
• Not actively updating social media
• Large number of children who need help
Opportunities
• Shortage of facilities for therapy
• Emotionally draining
Threats
• Financial stress
COMPETITION
Puppet workshops
in churches and
word of mouth
Internet presence
with website and
psychological
publications
“Sophie”- A named
avatar for
companionship.
They are using the
University of Central
Florida as a partner
and for advertising
purposes.
Virtual environment
with the feared
behavior.
COMMUNICATION STRATEGY
Antenas por los Niños is a technology based social enterprise in Mexico City,
Mexico, founded in 2005 by Juli Borbollas. It provides effective play therapy
techniques as a tool to treat children who have experienced a traumatic event
such as abuse.
Play therapy is popular among psychologists, especially the use of digital
avatars. Regular puppets are not as effective because people are aware of who
it controlling the actions.
Tactics
Your competitors use communication tactics such as web presence, named
avatars, and different types of puppets and environments to treat their patients.
We suggest you use this strategy: Update your website by adding links to
videos such as an introduction to your organization and who the Antenas
characters are. You could also provide links to your Facebook page and even a
Youtube channel. Educate your viewers on the problem of child abuse. Your
target audience should be hospitals, parents/teachers, and child
psychologists/therapists.
LEADS and PARTNERS
Hospitals
UNICEF
By partnering with UNICEF, the United Nations Children’s
Fund you will be able to collaborate with the leading
faction of the United Nations that cares for the healthcare
and nutrition of impoverished children worldwide.
Hospitals
By continuing to partner with hospitals you will be able to
reach even more children and your organization will
become more popular. The United States hospitals may
even want to invest time, effort, and money into your
organization. Organize a monthly program to visit a hospital
to introduce Antenas to the children there.
ASHOKA
Since Juli is an ASHOKA fellow, this network would be
able to connect you to other fellows interested in your
project and younger professionals aspiring to succeed in
your field. This initiative can be implemented worldwide,
especially through this network.
STORYTELLING
The Antenas characters develop a special relationship of trust and
openness with children. An example featured in the New York Times
would be that of Mateos a young Mexican boy that was able to open
up about his trauma readily after meeting Antenas. The stories of
hope and perseverance will power and help the company.
Children’s Media
Antenas should be
featured as a small
commercial or a break
in between children’s
shows such as Los
Lunnis
MEDIA
Antenas should
be featured as a
segemnt or guest
on Spanish
Televsion such as
“Despierta
America” (Wake
Up America)
CARTOONS
CHILDREN CONNECT TO
CARTOONS
Make the Antenas characters into a
feature cartoon so that they will get
more exposure and become popular
with children.
Ideas are Short Youtube Clips
Videos before childhood
BROCHURE
We suggest using the poster
as a brochure in terms of
design and information. We
would, however, add
statistical information about
child abuse. Pictures of Juli,
children at the facility, and of
the characters should be
included. We like the ideas of
using clouds because they
closely associate with the
idea of a cartoon world.
SOCIAL MEDIA
Twitter
Facebook
Youtube
Blog
Website
FACEBOOK
Share daily/weekly posts that give updates on your organization and to bring
attention to your initiative. You could highlight a staff member every week,
share a special story about a child you helped, or even share statistical
information.
If you “Like” the pages of similar organizations even if they are competitors, you
will get more ideas from them to make your organization even more successful.
Also, interacting with your followers will benefit you in the long run. Once
people believe that you care because you responded to their concern or
comment, you will definitely have a loyal following base.
TWITTER
Share daily/weekly posts because you will reach your audiences instantly.
Short posts including statistics, a brief overview of a day, and using hashtags
like #preventchildabuse, #childrenneedahelpinghand, #Antenasforthechildren,
#forthechildren, #Antenasporlosninos, can boost your following and client base.
By following other organizations similar to you, even competitors, and
retweeting will boost your likelihood of building a large client/fan base.
Interactivity is key for the success of your company. People know your
characters interact with the children, but others like parents and investors want
to know what you can do for them as well.
BLOG
Audience
This blog will have a feature
● Parents
story every week and show
● Psychologists people what Antenas is
● Hospitals
currently doing.
● Childhood
-Creates audience
Therapists
-Creates habit of checking blog
often
YOUTUBE
Creating your own channel and uploading informational videos for adults and
children will give the public a greater understanding of your purpose and
goals.
Even if the characters could encourage children to speak up if something is
wrong, then the children may be willing to share their story.
Videos that give children a first hand look of who the Antenas characters are
will excite them and they will anticipate speaking with Antenas if they are to do
so.
Parents and even teachers who are concerned about their children/students
could find a video that advertises Antenas and they will choose you over
another organization.
WEBSITE
Updating the website to
include links to Facebook,
Twitter, and Youtube allows
the website to be user-friendly.
Having an Antenas character
greet you on the homepage will
provide a formal introduction and
start to build a connection with the
organization. Also, providing a link
for donations would be extremely
helpful.
Metrics for Social Media
Hits on website/Facebook: How many views/likes per day will show interest
levels.
Leads: How many connections/partners you work with will ensure success
because more people will interact with this company.
Exposure to feedback: This will gauge how the general public is reacting to the
philosophy and therapy.
RESIDUAL MEDIA
Newspapers
Psychology Articles
Magazines
Possible subject for books
on Psychology and
Children’s Therapies
NEWSPAPERS
Sending blurbs to
newspapers throughout
the states of Mexico and
continuing to make the
effort of securing space in
a United States’
newspaper will reach the
stakeholders that will
invest money into this
company.
Meet Antenas
INFORMATIVE COLORING BOOKS
Tangible, Interactive and
Informative.
Children can read the names
and background stories of
the characters on the back
of the sheets.
HOSPITAL OUTREACH
Scheduling a hospital visit every month to interact with children to lift up
their spirits and distract them from their isolated lifestyle would have positive
impact on the children and the atmosphere of the hospital. If your mission
involves improving the mental health of children who are in the greatest need
then your organization will be living up to it by following through with the visits.
SCHOOL OUTREACH
Scheduling a school visit every month to educate children and teachers on
the purpose of Antenas por los niños would increase the number of clients
because once children learn about Antenas and actually experience a trial
run with them, they may be willing to come forward about an incident from
their past.
PARTNERSHIP WITH CHILDREN’S
NETWORK
-The organization has contact and works
with children that are abused, neglected and
going through therapy or chemo.
- A great opportunity to show the good
Antenas can do in the lives of those
children
TRAVEL PRESS KIT AND SUPPLIES
-Have Print and Residual Ready to hand out
a conferences and networking events.
-Have a place for people to experience
Antenas such as a small booth or tent with
computer
ANTENAS BOOTH
Having a booth at a social entrepreneurship forum allows for “face time.”
Other initiatives will see your organization and you will be able to provide them
with brochures that contain all the information they need to learn all about
Antenas. You can hang a poster with the characters and other information like
the mission statement and “Every child needs a helping hand” line. If you were
able to show a short video on an iPad or laptop at the table that would give
people an idea of your organization and then you can clarify any
questions/concerns/comments they may have.
Fact Sheets
-Have been featured in The New York Times
-Antenas has been invited to the ABC Forum twice great honor
-Is looking to expand internationally with a Call Center
-Antenas is polylingual and can communicate in many languages such as
spanish, english, portuguese and so-forth
Letter Head
With Proper letterhead Letters and Media
can be sent out.
NEWS STRATEGIES
Talking points:
Prevent child abuse, Why children should not be afraid to tell their stories
Sound Bites:
Expand, Enlighten, Educate, Children, Digital avatars, Emotional health
PRINT STRATEGIES
- Be featured in every Parenting magazine
- Partner up with Big Organizations
- Have articles highlighting success of
Antenas
- Anytime there is big news have publicity
team push it heavily
FEATURES IN NEWS SEGMENTS
psychology today
parenting
magazines
Electronic Press Kit
The press kit will have an electronic version
of the
-Poster
-Press Release
-Links to Social Media
-Electronic Brochure
-Kids Coloring Page Printout
Appendix
Boiler Plate 4 Kathryn-Daniela
Mission Statement 6 Kathryn
SWOT 7 Kathryn
Competition 9 Kathryn
Communication Strategy 10 Kathryn
Tactics 11 Kathryn
Leads and Partners 12 Kathryn
UNICEF Daniela
Hospitals Kathryn
ASHOKA Kathryn
Storytelling 16 Daniela
Children’s Media 17 Daniela
Media 18 Daniela
Cartoons19 Daniela
Brochure 21 Kathryn
Social Media 22 Kathryn
Facebook 23 Kathryn
Twitter 24 Kathryn
Blog 25 Daniela
Youtube 26 Kathryn
Website 27 Kathryn
Metrics for Social Media 28 Kathryn
Residual Media 29 Daniela
Newspapers 30 Kathryn
Meet Antenas 31 Daniela
Informational Color Books 32
Daniela
Hospital Outreach 33 Kathryn
Appendix
Partnership with Children’s Network 35 Daniela
Travel Press Kit and Supplies 36 Daniela
Antenas Booth 37 Kathryn
Fact Sheets 38 Daniela
Letterhead 39 Daniela
News Strategies 40 Kathryn
Print Strategies 41 Daniela
Features in New Segments 42 Daniela
Electronic Press Kit 43 Daniela