HIV Prevention: A broadcast campaign proposal

  • Breaking down the objectives as started in the TOR to correlate with communication theory
  • The logo for the campaign enables a way for target audience and to participate and be involved in behavioral change
  • The Identification of the marketing problem
  • taken from: Design Process by Hugh Dubberly
  • Marketing plan development in correlation with the solution and objectives identified
  • The identification of where the solution lies, within the behavioural change model
  • Identification of where the solution should be concentrated to enable effective alleviation of the problem.
  • An example of the first problem identification/ awareness phase
  • An example of the first problem identification/ awareness phase
  • Marketing solution as identified from the deconstruction process.
  • The deconstruction of the problem to enable identification of where the marketing problem lies
  • Identifying the communication gap that propagates the problem
  • Another example of breaking down the problem using marketing communication model to identify where the problem lay
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As marketing consultant at mooinc. pvt. ltd., I am in charge of developing proposals for marketing bids, majority of which is for Government and UN agencies. This is one of the proposal, significance being, this is one of the proposals we didn’t win. As any bid proposal we look at the terms of reference, and deconstruct the document to determine the main  problem as described from the point of view of the client. We layer the TOR, within marketing communication theories and models, to enable us to identify the core problem, hence how marketing solutions could help alleviate it. I wanted to share this document, as in my opinion shows the effectiveness of “Analysis & Synthesis” process, whereby you are able to breakdown existing evidence, and inquiry into parts, (i.e Analysis), and reassemble it in a new way (i.e. Synthesis)

process diagram

taken from How do you design? A Compendium of models by Hugh Dubberly

“Alexander (1962) and other designers have described analysis as a process of breaking a problem into pieces—of “decomposing” it. Synthesis follows as re-ordering the pieces based on dependencies, solving each sub-piece, and fi nally knitting all the pieces back together—“recombining” the pieces. This decomposition-recombination process also diverges and then converges” by Hugh Dubberly “How do you Design – Compendium of models”

Download an extract from proposal


Potential Client: UNDP Maldives
Creative Agency: Mooinc. pvt. ltd.
Marketing Consultant: Ali Saeed
Design Consultants:  Zubin Saleem, Ahmed Saeed, Shahee Ilyas


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