Marketing Lab @ADandPRLab

Instructor: Diana Birba Professor: Betty Tsakarestou, PhD, Assistant Professor and Head

of Advertising and Public Relations Lab, Panteion University, Athens, Greece, Copyright © 2016

Challenge accepted!What we need to do:• Raise awareness of the brand• Promote the Sanctuary• Enhance fundraising

How we plan to do it:

• Create a story full of emotions about the life of a little bear, which was taken from its parents and tries to survive.

• Impart human characteristics to the bear of our story in order to sensitize our target audience and speak to their hearts.

• The story will have the form of a video and it will be massively shared on Facebook and Instagram.

• We aim to encourage individuals to adopt a bear and show how necessary their contribution is.

Hello! I'm Fivos! I'm a little bear.. although now I'm a scared little bear since some strangers found me in the woods where I live and they've put me in a dark cage! I

think we're heading somewhere but I have no idea where! I'm so scared, these people weren't that friendly and nice with me. I'm trying to find a way out of here to

return to the woods and my family but I can't! OH! Suddenly someoneopened the door and the light is blinding me…Hands are grabbing me

and taking me someplace else!

Why am I in this rusty cage? Who are these people treating us so horribly?

Today I saw them torturing two grown-up bears that looked like my mom. They were

forcing them to walk on fire and if they didn’t do it, they would hit them as hard as they

could. I’m so scared…

The door is open! What to do? Should I leave?I have food here but the people are bad and I’m scared they

will do to me what they do to the other bears.I don’t know what I’ll find outside if I leave, but I will be

free! I might find my mom! Mommy! Yes, I have to leave.I’ll get out slowly and quietly so they won’t see me…

And now here I am again all alone in the woods! It's so cold and lonely! Ohh I just heard some noises....I

'm so scared!! I want my mommy! I had a dream about her yet once again. She was holding me in her arms and I was sound asleep! What a dream! Mommy where are you? I need you! I am looking

for you!

What else is to happen to me? I haven't even celebrated my first birthday and I'm already living as if someone is coming after me.. I don't know for how long I can tolerate this. Everybody believes I'm strong and independent but they don't understand how it is to try to survive in a hostile environment like this. If only I could find another bear family, then maybe I could live with them like a normal bear again. That's my only wish…

And now here I am! Now I've got a family and friends around me. Life is beautiful here. People are taking care of us ,and also I have a mom, Stella is my mom. She adopted me and life became easier. She visits me very

often and her hug feels like home. Finally, I got a place that I can fall asleep and have dreams, not being afraid of darkness and

loneliness. This is my home now, this is where I want to live. You should come and visit some time, I promise you will have a

wonderful time around us!

Join our family! Adopt a bear!

Bilali Markella @MarkellaBGkaravelou Dimitrianna @dimitriannaGkouziadi Athina @gkouziadiLaga Anastasia @anastasialagaPapadopoulou Alexandra @AlexandraPapadPerisnaka Fisorela @FisorelaPrs

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