Vasgrav’s Weblog

The proposition is the strategy which you suggest as a solution of a problem. In this case, the problem in charities are the images of them and especially how people perceive them. After the definition of my territory, I try to apply my proposition in one brand. This is Amnesty International. Amnesty is an international non government organization which aims to protect human rights. The choice of one brand will help me to apply in a better way my strategy and to have more real results.

The proposition is the result of the evaluation of the territory and of my audience.

My proposition called “Real Action in the Real World” and it aims to strength the prestige of Amnesty International. The audience is young people and the aim is to approach them providing a relevant way of volunteering. The strategy is based in 2 guidelines:

1. a new way of volunteering
2. better communication system

The 3 ideas which aim to cover the problem and young people’s needs are:

a) Amnesty University – Young people mentioned that they need through their volunteering experience to learn new skills. So the idea of a university, will provide the opportunity to improve their knowledge and in the same time to be interested with human rights.

b) International cooperation - Young people mentioned that in the future will travel abroad as a soution to find a good job. So it will be essential to have a support which will help them to find all the particular information they need. Amnesty international will be the support and it will help them to find job in a foreign country. This job will be in Amnesty or in employers who cover Amnesty’s criteria. The only term is that they have to be members of Amnesty International.

c) Amnesty “Youtube” – Young people mentioned that in the future the Internet will be the unique medium for their information. So Amnesty needs to adopt the needs of young people and to design a site where a user will have the opportunity to be informed about human rights, to create his own blog and to upload videos relating to human rights.

These 3 ideas, are under the same “strategy” and it aims to show that real action is more important than donations. Amnesty wants to engage with young and to present a new way of volunteering. More effective and more real. A way which cover the needs of the era and which is going to create the next generation of volunteers.