PROJECT : Creation of the charitable organization - WORLD FASHION FAMILY AUTHOR and DESIGNER: Alexandra Motorina

Missions Objectives Target Audience Missions: 1. Social responsibility 2. Increasing loyalty to the fashion industry 3. The increase of number of consumers Objectives: 1.To create a charitable organization - WORLD FASHION FAMILY 2.To organize the advertising campaign within largest fashion weeks in different countries. Target Audience: 1. People interested in fashion (from the fans to simple consumers who read glossy magazines )

Idea Idea: It is known that the fashion industry has both supporters and opponents. Opponents say that this business imposes stereotypes to people, speculating, and so on. We need to show that the business also has a social responsibility and care about environmental issues. And the fashion industry is ready to come together to help the world to solve global environmental problems. We're all like one big family - WORLD FASHION FAMILY (WFF). This organization can included eminent designers, models, photographers and ordinary people, they all have a passion for fashion and a desire to help the planet. The name and logo WFF - echoes the WWF, which immediately gives positive associations. WFF is trying to help solve the same problems-" prevent the degradation of the natural environment of the planet". WFF, with credibility among fans of fashion can do more to influence and persuade them to help nature.

Mechanics Advertising Campaign Mechanics: WWF can be created by the organizers of fashion weeks, members of the WWF, with the support of fashion houses, models and photographers. They all have common goals and interests, so this project will be a good opportunity to achieve the goals of everyone who comes to it (PR, donations, experience, sales, etc.) wff.com site can be connected to the site wwf.com. That is, That is, when a person makes a donation, it automatically makes it to the fund WWF. Advertising Campaign: 1. Creation of the organization's name, identity – (example of how it could look - Annex) 2. Site’s creation - wff.com, connected with the website WWF – (example of how it could look - Annex) 3. Creation of promotional materials – (example of how it could look - Annex) 4. Definition channels of advertising activity. Scheduling of advertising and PR activity.

Promotion channels: 1.Internet - SEO - Contextual Advertising (requests: Fashion Week 2013, cities, fashion trends, dresses for spring-summer 2013, the names of designers, etc.) - Banner Advertising - Logo and link at the largest fashion brands sites (if they agree) - Public placement of information at the community about Fashion Weeks, in social networks, Tweeter, Blogs. Creation of own community at FB. - The video with ​​ interviews of leaders in the field of fashion : designers, models, photographers. Theme: "Why it is important to take care of the planet," and why the power of each can help to the WFF. ( YouTube, site WFF etc) -Photo chronicle at the site. 2. Outdoor: Stretching banner (Brand wall) on the building, billboards city- format (example of how it could look - Annex)

Promotion channels: 4. BTL: -Event in support of the fund - Photo exhibition throughout Fashion Week with the theme: “The man inside nature”. Famous models posing with animals or inside natural landscapes (desert, prairie, mountains, etc.) – (example of how it could look - Annex) Exhibition opening - VIP party with guest stars and press. Photos can be purchased. All the money will go to the fund. Anyone can make a donation in a glass-box. These glass-boxes are located throughout the building, where the fashion shows are pass. - Distribution of souvenirs with logo WFF - Distribution of postcards -Photo-competition “Peoples looks at T-shirts WFF”. For selection of the winner we can use social networks and viral voting system. 5. Press: - Advertising prints layouts ( Vogue, Cosmo, Glamour, In Style etc) - Interviews with leaders in the field of fashion : designers, models, organizers - Press conferences - Organizing a press-breakfast - Invitation Press to the events at the photo-exhibition’s opening