Emma Wallo
ADPR 2200
Final Project
5-5-14
Project Proposal
As some background information, my family has supported a child in Brazil through the World
Vision organization for several years now, and so this group is something that I have become
passionate about. World Vision is a non-profit organization focused on gaining sponsorships and
donations for kids across the world whose families don’t have enough income to support them. It
also runs numerous programs in over 100 countries targeted toward clean water, food, protection,
health care, emergency response, and multiple other focuses.
My idea for the final project is an event/campaign to be run through World Vision that would be
targeted toward raising money for the programs and children in other countries. I would
advertise this program as being run through the entire month of September, as that is National
Hunger and Homelessness Awareness month. This event would involve partnerships with
Noodles & Company and Buffalo Wild Wings, through which a designated 25 percent of the
purchase of particular items in their franchises would go to World Vision. Most of my
advertising pieces for this project would be targeted at gaining the public’s awareness so they
can contribute through their purchases.
News Story
World Vision Event to Take Place in September
The World Vision Organization has partnered with Noodles & Company and Buffalo Wild
Wings for an event that will take place throughout the month of September.
For the entire month, various dishes at both restaurants will have a designated 25 percent of the
profit go to World Vision and the child sponsorships and global programs that it supports. These
dishes will be identified with a symbol that indicates them as “World Vision Support” choices.
This event will extend to Noodles & Company and Buffalo Wild Wings franchises across the
United States.
World Vision has facilitated sponsorships for 4.3 million children in over 100 countries. The
primary focus of this event is on raising enough money to continue the existing programs in
these countries targeted toward clean water, food, protection, and health care, in addition to
gaining funds to create these programs in other countries.
Kevin Jenkins, CEO of World Vision, said he hopes the event will not only raise money, but
spark awareness and interest about their organization. “Something really important to us is
raising awareness that to help the people in these countries does not require only money; there
are so many other ways to get involved.”
In regards to his partner choices, Jenkins said that Noodles & Company and Buffalo Wild Wings
were the first to get on board with his idea. “They really seemed to match my passion on the
issue, and that’s something I was looking for when making that decision.”
75-Second TV News Story
Video
Anchor in the studio
Audio
Anchor lead in:
The World Vision organization has
announced that throughout September, a
nationwide event will be taking place to raise
money for children in need all around the
world.
Shot of a World Vision sign
Voice over:
September represents a month for awareness
about hunger and homelessness across the
globe. And this September, World Vision
wants to use this opportunity to make a
difference.
Interior footage of Noodles & Company, then
World Vision is partnering with Noodles &
transitions into interior footage of Buffalo
Company and Buffalo Wild Wings franchises
Wild Wings
across the United States. These restaurants
have agreed to donate 25 percent of their
proceeds from orders of various dishes on
each of their menus to World Vision causes.
Footage of Kevin Reddy, with the graphic of
Sound bite:
his name and position as CEO of Noodles &
“Personally, I have always admired the work
Company across the bottom of the screen
that World Vision does in order to create
better living conditions for children who have
next to nothing. Noodles & Company is proud
to be a part of this event.”
Footage of World Vision supported children
World Vision has organized the sponsoring of
4.3 million children in over 100 countries, in
addition to the creation of community
programs and emergency and disaster
response.
Footage of Kevin Jenkins, with the text of his
Sound bite:
name and position as CEO of World Vision
“Our primary focus is on bettering the lives of
across the bottom of the screen
as many children as we can. It’s amazing the
difference that what we consider to be a small
amount of money can make to those kids. We
realize that poverty is a complex problem, and
so we want our solutions to match that
complexity.”
Footage of interactions between World Vision Voice over:
employees and supported children
The money gained from the proceeds of each
World Vision Support dish at Noodles &
Company and Buffalo Wild Wings will go
directly towards the continuation of existing
programs, along with the creation of new
programs in countries not yet touched by
World Vision.
Reporter standing in Noodles & Company
Reporter stand-up:
We spoke with Candice Evans, a frequent
customer of the two partnering restaurants, to
hear her reaction on the upcoming event.
Footage of Candice Evans, with her name and
Sound bite:
the fact that she is a customer of both Noodles “I couldn’t be any more excited! My family
& Company and Buffalo Wild Wings in text
has supported a child in Ethiopia for the past
across the bottom of the screen
three years, and we are so thankful we’ve had
(in her local Noodles & Company)
this opportunity. We’re so looking forward to
being able to give more support just by going
to two of our favorite restaurants.”
Reporter standing by Buffalo Wild Wings
Reporter stand-up:
sign
The World Vision event will kick off on
September first, and continue throughout the
entire month. I’m Emma Wallo, reporting for
TW 30. Back to you in the studio, Greg.
News from
For more information contact
Emma Wallo
World Vision Public Relations Department
(543) 687-1928
emma.wallo@gmail.com
For release after 11 a.m.
Monday, Aug. 18
WORLD VISION EVENT TO TAKE PLACE IN SEPTEMBER
An event sponsored by World Vision, Noodles & Company, and Buffalo Wild Wings
will be taking place throughout the entire month of September, in order to raise money for
worldwide child sponsorships and programs.
Both restaurant chains have selected a number of items from their menus that, when
ordered, a designated 25 percent of the proceeds will go toward programs that World Vision
runs. These programs include the focuses of clean water, child protection, disaster relief,
economic development, education, food & agriculture, health, U.S. work, and faith.
“We see each of our areas of support as extremely important. From the money we
receive, we will decide where the money will be focused toward after evaluating the needs of the
individual countries,” said Kevin Jenkins, CEO of World Vision.
Jenkins also said that he hopes the fundraising event will raise enough money to open
support programs outside of the 100 countries in which their programs already exist. He and his
team members chose September as the month for their event because historically is has been
designated as a month dedicated to hunger and homelessness awareness.
When asked about his choices of restaurants, Jenkins said that Noodles & Company and
Buffalo Wild Wings expressed the most interest about partnering with his organization. He
approached them about the idea early on in the summer, and the CEOs of each company soon got
on board.
This month-long event will also include the hanging of posters and distribution of
pamphlets to provide more information on World Vision sponsorships and donations throughout
many of the restaurant franchises. These will be focused on promoting awareness about the
organization as a whole.
Carly Jacobs, board member at World Vision, said that they have multiple goals while
going into this event. “Our primary objective is to gain donations and support in order to
maintain our programs and create new ones. However, it is also a major goal of ours just to let
people know what their options are for how they can help the children in these struggling
countries. There are so many other ways to get involved other than through monetary donations,
and we think it’s important to get the word out on that.”
The event is set to take place beginning on September 1, and continue throughout the
entire month
Facebook Posts
World Vision
Every little bit helps. Help as little or big as you can today. Come to your local Noodles
& Company or Buffalo Wild Wings throughout the entire month of September, and 25
percent of the proceeds from some of your favorite dishes will go towards helping kids
just like this one.
World Vision
Helping Nahun is as easy as going to your local Noodles & Company or Buffalo Wild
Wings. When you buy one of the World Vision Support dishes, 25 percent of the
proceeds will go to kids just like him!
Click below to watch videos of children like
Nahun, and hear his story.
http://www.worldvision.org/m/sponsor-achild/?campaign=1193512&gclid=CKU1NG_kL4CFQ5gMgod90oAYg
To find out more about
this event, go to:
www.worldvision.org/sep
tember/foodforlove/noodl
es/bww
Tweets
World Vision @WorldVision
Your favorite dishes just got even better. Join us at Buffalo Wild Wings and Noodles
& Company to support children all over the world! #worldvision #foodforlove
World Vision @WorldVision
September is Hunger and Homelessness Awareness month. Support children all over
the world through #worldvision and donate today. #foodforlove
Noodles & Company @noodlescompany
When don’t noodles sound good? Now’s the perfect time to order from us AND
support a child just like Marcos! #foodforlove #worldvision
Blog
Our Vision
-Official Blog of World VisionSeptember - - A time to give back
One of the reasons that I decided to write this particular blog entry is
because September is Hunger and Homelessness Awareness month. In
honor of this, the World Vision organization has partnered with
Buffalo Wild Wings and Noodles & Company franchises across the
United States in order to raise money for their child sponsorships and
global programs. By purchasing specific items off of their menus, a
portion of the proceeds will go towards funding for these different
areas.
My experience
Growing up, my parents supported multiple children through the
World Vision Organization. It was a wonderful experience, especially
with the Brazilian child we supported, Glaudson. Glaudson would sometimes write us letters,
and send us pictures of him with his younger brother. Receiving that kind of feedback from
Glaudson really showed my family what conditions could be like for other people. Rather than
being able to buy things like toys or treats, Glaudson wrote to us about how he would use some
of the money to buy underwear or socks for his brother, and food for his family. That experience
gave us an entirely new perspective on life. Seeing how little Glaudson and his family had to live
on, but the gratefulness that they had for the bit of extra money that we would provide them with
each month, or the joy that they had at receiving a Christmas present from us, was truly lifechanging.
Amsar, a World Vision
supported child.
Get involved
I always tell people about this experience because it was so meaningful for me. I think that
everyone should have the chance to experience the way it feels to know that you are truly
making a difference in someone’s life; someone who really needs your help. So get involved! Do
something as simple as going to either of these restaurants during September. And check out our
website, www.worldvision.org, to find so many ways you can help. It’s worth it, I promise!
Leave comments below to discuss your own experiences, and take some time out of your day to
both enjoy some delicious food while making a difference in someone’s life. I know I will!
Copy Platform
Ad subject: World Vision September Event
Ad problem: This event needs to be promoted, and in addition there is a lack of awareness of
World Vision as an organization
Event characteristics:
 World Vision partnering with Buffalo Wild Wings and Noodles & Company franchises
across the United States
 25 percent of the proceeds from purchasing designated dishes (“World Vision Support”
dishes) will go toward the sponsorships of children and global programs
 Will take place throughout the entire month of September
 Advertising September as Hunger and Homelessness Awareness month
 Pamphlets and table tents advertising World Vision around the restaurants—for more
information
 Advertising of the various types of support that are available
 Encouragement to sponsor a child
Advertising objectives:
1. To raise awareness and support for the September event, in order to fundraise as
much as possible
2. To raise awareness about the organization of World Vision as a whole
Target market: Middle to upper class families with young children
Competition: The fact that the partnering franchises only include Buffalo Wild Wings and
Noodles & Company allows for other restaurants to prove as competition. There is the possibility
that potential donors might not go out to eat at those particular establishments, limiting the
possibility for maximum donations. In addition, there will be competition with the dishes that are
not designated World Vision Support dishes.
Statement of benefit or appeal:
 Adds an element of “feel good” philanthropy to the act of going out to a restaurant
 Provides the opportunity to make the life changing connection of support
Creative theme:
 Food for love
 Every little bit helps. Help as little or big as you can.
Supportive selling points:
 Idea of bettering the world
 Opportunity to give back
Print Ads
Indulge. Support. Donate.
Come to Noodles & Company or Buffalo Wild
Wings, and enjoy some of your favorite dishes.
But even better, support both a child and
global programs through World Vision!
Pick one of the World Vision Support Dishes,
and 25% of the proceeds will go straight to
World Vision.
It’s a win-win. The satisfaction of both
delicious food and the opportunity to help
those in need.
Every little bit helps. Help as little or big as you can.
Wings, Beer,
and…Philanthropy?
Yes, you read that right. This
September, come to Buffalo Wild
Wings to not only enjoy your
favorite food, but support a child
through World Vision.
25% of your purchase will go to
this cause!
For more information, visit either
www.worldvision.org
OR
www.buffalowildwings.com
Product: World Vision September Fundraising Event
Client: World Vision
Title: Help as little or big as you can.
Writer: Wallo
Length: 30 seconds
Video
Audio
Split screen footage of one family walking
into Noodles & Company and one family
walking into Buffalo Wild Wings
Both families laughing with each
other
Noodles & Company family talking with
each other and pointing at the menu, Buffalo
Wild Wings family ordering food
Buffalo Wild Wings Dad (fullscreen)
Hi, we’re just wondering what can
We order that will send proceeds to
World Vision.
Buffalo Wild Wings Cashier (fullscreen)
Anything from the left side of the
menu, including any of our
traditional or boneless wings.
Noodles & Company cashier (fullscreen)
If you choose from a number of our
dishes, like our Wisconsin Mac &
Cheese, or Japanese Pan Noodles,
25 percent of what you pay will go
toward supporting children through
World Vision.
(Split screen) Both families laughing and joking,
each sitting down at a table. World Vision posters
visible in the background. VO
September is Hunger and
Homelessness Awareness month.
World Vision footage of sponsored children
running and laughing
World Vision has partnered with
Noodles & Company and Buffalo
Wild Wings throughout the month
of September.
World Vision footage of children in their homes
When you order some of your
favorite dishes, 25 percent of the
proceeds will go toward helping
children just like these ones gain the
essentials they need.
(Split screen footage) Family in Noodles & Company
and World Vision footage of children laughing. Website
written across bottom of the screen
Every little bit helps. Help as little or
big as you can today. And learn more
about supporting a child today, by
visiting www.worldvision.org.