With the number of attractions we have at home, We had to be the leading explorers, but the story was the other way round. It was clear, as residents we were taking all that we have for granted and this is something we thought needed a fix
We thought of an Emotional Intelligence/Behavioral Change approach; a way to tell the same story our way. we Thought of Tanzania as a huge and very beautiful house, and the regions being the rooms making up this house. Tanzania, our beautiful house, blessed with so many exciting and interesting rooms to be explored by us, the family born and living in it; yet we never did and let visitors come in and out every day; explore, enjoy and have fun…….pathetic how we got so comfortable with the monotony; that kept us confined only in the rooms we were familiar with that the thought of exploring the “unfamiliar” beauty and newness of the other rooms hung us back.
Retell the Story using the ‘House’ metaphor.
Create a campaign theme/jingle – African Music, Short, memorable
Use a personality (Queen Elizabeth Makune Miss Tanzania 2018 – 19) to give a tour around the rooms.
Using Mass Media (Clouds Media), Social Media campaign launch event.