1. #BetterLIFE Observations Losing momentum and relevance Global issue Low conviction rate

2. #BetterLIFE STAKEHOLDERS General Public Governments UNODC Internal Media Business Civil Society Relevant NGOs Justice/Social Workers Audiences Highly informed and active engagers Vaguely aware but do not know what they can do to help Not aware of the problem and/or do not care about the victims This pyramid is relevant to people and stakeholders in developed and developing countries.

3. #BetterLIFE Challenges and Limitations EMPATHY BRIEF BUDGET IMMEDIACY GLOBAL REACH

4. #BetterLIFE Insights ATTRACTIVE IMMEDIACY PERSONAL EVERYONE WANTS A BETTER LIFE

5. #BetterLIFE THE BIG IDEA: #BetterLIFE

6. #BetterLIFE Strategy Video campaign launches a 360 approach that revolves around the subversive #BetterLIFE idea Fundraising is the secondary target

7. #BetterLIFE Implementation LAUNCH All activities designed to be scalable and activated across the year Video Campaign #BetterLIFE tool OTHER ACTIVITIES Sectoral and geographical engagement Content Programme Ambassador outreach Fundraising Ambassador outreach Fundraising World Day against TIP Awareness Tracker

8. #BetterLIFE EARNED OWNED Channels SOCIAL EARNED Media Relations Traditional PR SOCIAL Partnerships Celebrities OWNED Website Social Channels PAID

9. #BetterLIFE Results AWARENESS TRACKER MEDIA COVERAGE DIGITAL FOOTPRINT CONVICTIONS DONATION INCREASE AND DIVERSIFICATION MEDIA COVERAGE

10. #BetterLIFE