The Campaign Program: Volunteer to Advance the Quality of Education

Campaign Start Date: January 2017 and continue throughout 2017

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The reason for the campaign: Planning a campaign is a gruesome task, but eases if people are willing to take part. The first step encompasses forming a steering committee that will direct all the plans and the resources that are required by the campaign. The preliminary step is to make sure there are sufficient and appropriate materials to implement the process in its entirety. During preparation, the most important thing is to consider the target client; the young people. Therefore, it is imperative to make sure that the materials used must conform to the interests of the targeted youths. Apart from the materials, it is also important to complete an analysis of the financial status to make sure there are adequate funds allocated for the process. The campaign intends to be a game changer by altering the societal perspective and convincing the young population of Dubai to volunteer for a noble cause.

Campaign Slogan: Volunteer to advance the quality of education amongst the needy in the society.

2. Situational Analysis

Before implementing the campaign program, it is vital to ensure that everything is in place. This is achievable by analyzing both the internal and the external factors that may affect the operation of the campaign. The environment plays a focal role in determining the success of the campaign. However, to complete a comprehensive analysis, the only way is to complete a SWOT analysis to determine the effectiveness of the UAE society.

Analyzing the Environment

Internal environment: This will include the organizing committee and their perception towards the campaign. They are the people who decide whether this campaign will be a success or it will fail.

External Environment:

Analyzing the organization: It is crucial to evaluate the role Dubai care plays in eradicating illiteracy in the modernized society

Analyzing the publics: The primary target, in this case, is the young adults. However, these are not the only people who will receive the information. The UAE society is made of people of different ages, and they will be exposed to the information. These people include the young children, the senior citizens, and teenagers. The perception and the act of these people may also have an impact on the success of the campaign. This is the reason it is important to evaluate this environment before implementing the campaign.

SWOT Analysis:

Strength:

Strong partners, for example, UNICEF and Bill & Melinda Gates foundation

Effective communication tools (social media platforms)

Has individual and organizational as donors

Improved technology

Reach (Local and international)

With the support of His Highness Sheikh Mohammed bin Rashid Al Maktoum.

Reputation

Supported by the Government

Very respected Organization/ strongest

Powerful and established brand name

Strong presence international

Weakness:

Have not captured the attention of the youth

Lack of enough volunteers

It is non-profit organization relies on donation making the budgets very limited in use.

Its not that well-presented or known in schools. Mostly found in Emirates Airplane where they ask the passengers to donate.

Lack of Human Resources to implement the campaign.

Arabic is the only language available to take approval for activities.

Approval volunteering activities take 15 days.

Opportunities:

Utilizes volunteers which are cost effective

Can capture the youth through education and motivation

Governments also chip in financially or pass favorable policies that benefit expatriates working for these charitable organizations. (Such policies include tax breaks and favorable migration policies.)

Ramadan month of giving and helping others. Its the perfect opportunity to collect the donation.

International day of the girls Oct11 & International Literacy Day Nov17 great days to reach the targets.

Threats:

Economic slowdowns affect donors

Adverse government policies in some countries

Poor relations with some communities

The cultural diversity many of the trends may not comprehend the intended message or the purpose of it.

Teenagers are known to follow new trends, but they might not be serious about it. (importance of helping others)

Message getting lost.

3. Goals & Objectives

The major purpose of the campaign is to ensure that every young adult understands what is required when it comes to volunteering. Therefore, it is significant to make sure the young adults have understood the need to volunteer in the society. The following are the goals that the campaign focuses on attaining;

Objective 1: To provide information on the awareness to the youth regarding volunteer activities that they can be involved in. Participation and Educate the youth about the significance of helping others, reaching more students.

Objective 2: To change the behavior of young people toward the campaign in UAE. To provide interest towards volunteering, but first, it must change the attitude who still think volunteering is just a hassle and not interesting. By persuading the attitude of the young youth to make them want to have at least strong interest in volunteering to be rewarded better future job and university application by just doing good deeds.

Objective 3: To attract mass media. Nowadays, worldwide, we are facing a problem with education, especially when it comes to girls. In many societies, the education for girls is forbidden, and there are many young adults without education. There are a huge number of young adults without primary or lower education. So, this campaign aims to attract the attention of the mass media, which will spread the vision of providing education for everyone, among people worldwide.

4. Identify the publics

It is imperative to note that Dubai Cares will seek assistance from a wide array of societal stakeholders including the media, volunteers in the region, the public, federal government, beneficiaries, as well as employees.

Primary and Secondary

The primary target encompasses the young adults (aged between 17-25 years) in the UAE community. However, these are not the only people who will receive the information. The UAE society comprises of numerous individuals who will receive the information. The secondary population will incorporate early career workers, students, and stay home moms. The campaign program will lure the target population through school visits, brochures, and social media websites. In seeking to create awareness, the campaign program ought to create outdoor adverts in malls as well as luring young adults through movies and the internet.

5. Strategy

It is momentous to underscore that volunteering is not a common phenomenon in the Arab region. The society perceives volunteering as a distraction as opposed to an activity that benefits the entire society. In seeking to alter this retrogressive mentality, the awareness campaign will demystify five benefits allied to engaging in volunteer activities. First, volunteering boosts a persons self-confidence, as they work for the community. Secondly, volunteering harnesses the development of personal skills as well as expertise knowledge in a given field. Thirdly, a volunteer often earns a higher social status. Fourth, a volunteer garners the courage to express him/herself irrespective of the underlying issue. Finally, yet importantly, volunteering helps eradicate a social problem; hence, promotes societal cohesiveness.

The strategy will focus on luring the targets. The campaign program will lure the target population through school visits, brochures, and social media websites. Social media presence will include sites like Facebook, Twitter, Instagram, YouTube, and Google+. In seeking to create awareness, the campaign program will create outdoor adverts in malls, send SMSs as well as attract young adults through movies and the internet. The campaign endeavors will include competitive strategies like games, dancing that gives a chance everyone to take part and in the process, they pass across the importance of volunteering. Additionally, the campaign will highlight in days like Ramadan when people are in the mood of giving.

Since Dubai Cares is a non-profit making institution, its management has to solicit for partners. The campaign will inculcate partners including the Emirates Airlines who will play a fundamental role in financing the project. Dubai Etisalat among other will be supporting partners who will help in the realization of the underlying institutional objectives. The partners will play an oversight role to ensure that the campaign attains all stipulated objectives.

6. Plan the implantation

Once everything is as expected, the implementation of the plan will be the set the pace. This will first begin by implanting posts across UAE about the campaign, including the dates and the time. The posters are meant to alert the society on what is going to plan so that those who are willing could attend. After the posters, the campaign will then be officially opened when people will be free to discussing and learn more about the campaign. During this time, the campaign organization should also provide the necessary materials such as timetable and the activities that will take place during the campaign.

7. Evaluation

The assessment of the campaign will appraise feedback from the participants. The organizing committee will assess responses in the issued questionnaires seeking to evaluate the success of the campaign. The questions should address the major issues discussed during the event, and through this, it will be easy to determine the success of the whole program. Volunteer turnout will also serve as another criterion to access the success of failure of the program.