Creative Work Plan: CERESAV

Emmy Silverman
STC 459
September 29, 2016
I.

II.

III.
IV.

V.

VI.

VII.

VIII.

Product Position
a. Current Position
i. Helps acid victims in Uganda.
b. Current Market Position
i. Many people are not aware they exist, or even that a
problem exists.
c. Desired Position
i. To be a leader in helping acid victims live the normal lives
they deserve.
ii. To be well known both in Uganda and the US.
Target Audience
a. People aged 25 65 in the US and in Uganda who are unaware
and/or uneducated of the problem of acid violence and have
money to donate to CERESAV
Problem The Advertising Must Solve
a. How can we make people in the US and Uganda aware of acid
violence and encourage them to donate to CERESAV?
Competition
a. The major competitors are other non-profit corporations.
CERESAV is competing for donations with millions of other nonprofits worldwide. Many of them are bigger companies with more
awareness.
Communication Objectives
a. To bring awareness to the problem of acid violence in Uganda.
b. To help people understand the reality of acid violence and its
victims.
c. To encourage people to donate to CERESAV and help the cause.
d. To help victims feel more comfortable in their skin.
Message
a. In Uganda, many survivors of acid violence are hiding in their
homes, afraid of the negative stigma and ridicule they will
receive from people who do not understand their situation,
therefore many people do not even know this problem exists.
Reasons To Support The Main Message
a. There are about 500 reported cases of acid violence in Uganda,
however many people are not aware this exists because the
victims are ashamed of their appearance and hide in their
homes. There is a negative stigma that acid violence victims
deserved their abuse and because of that, they are ridiculed.
However, this is not true.
Main Benefits Offered To The Target Audience

a. Education and awareness of the problem of acid violence

b. An introduction to some of the victims
c. A way they can help these people
IX.
X.

Budget
a. N/A
Call To Action
a. Donate at CERESAV.org and help bring awareness, respect, peace
and life back to acid violence victims.

Radio Ad
Client: CERESAV
Copywriter: Emmy Silverman
Length: 30 seconds
Title: Unveiling The Scars
SFX:

(Fade-in to loud shouting and screaming/screeching

for 1 second then fade under into dialogue for 1
second)

WOMAN 1:

Outside, people glare at me. They throw things and

shout mean phrases.

SFX:

(Loud screech/scream) 1 second

WOMAN 1:

I cant hide my scars. I am an acid attack victim. I

didnt deserve this.

MUSIC:

(Fade-in solemn, sad acoustic guitar music for 1

second then under dialogue for remainder)

ANNCR:

No one deserves this. That is why CERESAV is

devoted to helping victims of acid violence unveil
their scars and regain their lives. Donate at
CERESAV.org today and help bring awareness,
respect, peace and life back to acid violence victims.

Endnotes: Woman announcer with soothing voice.

TV Ad
Client: CERESAV
Copywriter: Emmy Silverman
Length: 30 seconds
Title: Unveiling The Scars
Date: 29 Sept. 2016
Video
OPEN ON WIDE SHOT OF
A UGANDAN GIRL FROM
THE CHEST UP WITHOUT
SCARS, SMILING ON A
BLACK BACKDROP.
DISSOVE INTO CLOSE UP
SHOT OF THE SAME GIRL
WITH SCARS, STRAIGHTFACED.
CUT TO CLOSE UP SHOT
OF ANOTHER UGANDAN
GIRL (GIRL 2) FROM THE
CHEST UP WITHOUT
SCARS, SMILING ON A
BLACK BACKDROP.
DISSOLVE INTO CLOSE UP
SHOT OF THE SAME GIRL
WITH SCARS, STRAIGHTFACED.
HOLD ON CLOSE UP
SHOT OF GIRL 2S FACE.

MOVE TO EXTREME
CLOSE UP SHOT OF GIRL
2S FACE.

Audio
(Silence)

Length
of Shot
1 second

Transitio
n
Cut

MUSIC: (Fade into

solemn, sad piano
and violin
instrumental)
MUSIC: (Continue
solemn, sad piano
and violin
instrumental)

2 seconds Dissolve

1 second

Cut

MUSIC: (Continue
solemn, sad piano
and violin
instrumental)
MUSIC: (Music
fades out)

1 second

Dissolve

GIRL 2: I used to be
confident,
ambitious, free.
GIRL 2: (Pause)
Now, I am an acid
attack victim.

-more-

2 seconds None

2 seconds Fade in

Page 2 of 3
WIDE FULL BODY SHOT
OF GIRL 2 STANDING
AGAINST A BLACK ROOM
WITH ALL OF HER SCARS
VISABLE.

MOVE BACK TO EXTREME

CLOSE UP SHOT OF GIRL
2S FACE.

EXTREME CLOSE UP OF
GIRL 2S EYES.

DISSOLVE INTO AN
EXTREME CLOSE UP OF
ANOTHER VICTIMS EYES.
CLOSE UP SHOT OF THE
OTHER VICTIM ON A
BLACK BACKDROP WITH
HER SCARS VISABLE.

MUSIC: (Fade into

solemn, sad piano
and violin
instrumental)
GIRL 2: (Pause) I
feel as though no
one can see past
my scars. I am
ridiculed, ignored
and abused. I
prefer to stay
inside.
MUSIC: (Continue
solemn, sad piano
and violin
instrumental)
GIRL 2: I didnt
deserve this.
MUSIC: (Continue
solemn, sad piano
and violin
instrumental)
ANNCR: No one
deserves this.
MUSIC: (Continue
solemn, sad piano
and violin
instrumental)
MUSIC: (Continue
solemn, sad piano
and violin
instrumental)
ANNCR: This is why
CERESAV is
devoted to helping
victims of acid
violence unveil
their scars and
regain their lives.

3 seconds

Fade out

2 seconds

Fade in

2 seconds

Fade in

2 seconds

Dissolve

3 seconds

Fade out

CUT TO CLOSE UP SHOT

OF THE ANOTHER VICTIM
ON A BLACK BACKDROP
WITH HER SCARS
VISABLE.

MUSIC: (Continue
solemn, sad piano
and violin
instrumental)

1 second

Cut

2 seconds

Cut

3 seconds

None

2 seconds

Cut

-morePage 3 of 3
CUT TO CLOSE UP SHOT
OF THE ANOTHER VICTIM
ON A BLACK BACKDROP
WITH HER SCARS
VISABLE.

HOLD ON CLOSE UP OF
VICTIM ON A BLACK
BACKDROP WITH HER
SCARS VISABLE.

OVERLAY OF
CERESAV.ORG ON A
BLACK SCREEN.

MUSIC: (Solemn,
sad piano and
violin instrumental
fade out)
ANNCR: Donate at
Ceresav.org
today
ANNCR: and
help bring
awareness,
respect, peace and
life back to acid
violence victims.
(Silence)

Endnotes: Woman announcer with soothing voice. In the last shot, the
CERESAV.org is in the CERESAV logo in the center of the screen.