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VarolArte
Country: Peru
Organization: Via Lactea Cultural Association
 Hecho con Recursos Propios/ Made with proper resources
3) Strategy Summary:
The following is an art and communication project based on
the design and diffusion of a publicity campaign social
responsibility Ideals of Being, with a force of positive
ideas such as personal identity and self-esteem, natural
resources and environmental surroundings, solidarity,
honesty and respect, spreading it in the youth.
Originality: the design of the campaign constructed by the
same receptors in applying codes and language of each
proper city and place; in the circulation of the low cost
publicity campaign by the way of serigraph; inclusion of
regional authorities as partners and finally, being a
project with massive participation becomes an attractive
product for the media, on a local, regional and national
diffusion.
4) How the Strategy Works:
Campaign Construction. Through medium of universities,
inviting the students and publicity agents to form part of
the team ValorArte, that will determine the values to
define and create the campaign Ideals of being.
Signing the agreement. With the Ministry of Education
in
order to give it an official character and to co-ordinate
with the regional and local education authorities with the
objective of inviting them to promote the practices the
competitions and functions, in relation to education and
culture that the recent promulgated de-centralizing law
grant.
Educational Program. About Values, Publicity, Design
and
Communication, for the Workshop Seminars directed at
teachers and students of Fine Arts, Communication Science
and Teachers of primary and secondary in state centers of
education, in each of the cities taking part in the
project.
Define the geographical sectors. It will be carried
out
in part by the cultural homogeneity, that are in some way
in tune with Arts and Sciences, Education and Communication
in these 13 cities. In the first circuit we have
considered, Arequipa-Puno-Cusco. Second Trujillo-Cajamarca-
Chiclayo -Piura. Third Huancayo-Huaraz. Fourth Pucallpa-
Iquitos. Fifth Ica-Ayacucho.
Verifying the work of the organization. Previously,
the
pre-production team will travel to each zone to install the
intrigue campaign, organize a press conference, logistics,
verify the municipal permission and dates of group talks
and workshops with educational authorities and directors of
high schools and university teachers involved.
Travel. The ValorArte Caravan consists of a bus
conditioned with material and equipment for the job, 6
publicists, 6 educators, a serigraph technician, field
producer, photographer, cameraman, an assistant and a
chauffeur.
Organization Team. The team will carry out a press
conference with all of the local media, and then divide in
groups to install the 12 workshops directed at the students
of the Fine Arts and Communication Sciences, within the
first and second day of the weekly program. Here symbols
and language of the campaign will be defined, printed and
reproduced by the serigraph technician and 24 volunteers
chosen by the groups.
The flyers will be posted in spaces within the public view
such as education centers and institutions involved in the
project. It will be used as material to work during the
workshops and group talks.
The volunteers will work with the ValorArte team dictating
96 group talks in the 10 to 12 national high schools
selected in the third and fourth day. In the evening, a
workshop will be carried out for teachers of fine Arts and
Communication Sciences and the schools chosen. They will
receive a certificate of participation.
Mass event realization. On the fifth day, an open
workshop will be realized in a public space, with tables,
posters and serigraphic impressions that the assistants and
visitors can print and take with them with the symbols from
the campaign and use the phrases and symbols to create
there own proper flyer. It will include also local
musicians that will be in tune with the campaign.
Contest to carry out the campaign. The ValorArte team,
with participation from the cultural representatives of
each city, will give three tasks to the 20 pre-selected,
the ones that win symbolically in the inauguration of the
ValorArte Workshop.
Cultural Leaders Designation. Team Production will
chose 5 cultural leaders and will install in each city an
Art and Communication ValorArte Workshop, they will oversee
continuity of the project through medium of positioning of
campaigns and reinforcement of the task.
Workshops Inauguration. The sixth day the 5 cultural
leaders will be named and will inaugurate the ValorArte
Workshop with the participation of the authorities and the
local press. Afterwards the installation of the winning
posters will be inaugurated in a public space, and finally,
install the campaign within the local population.
Workshops Supervision. They five will receives the
task
of conducting the ValorArte Workshops and the given
activities. These will be visited and monitored on a
regular basis, in order to carry out the intention of the
campaign.
Team Work Evaluation. The seventh day the caravan team
will depart towards the next city within the circuit, where
they will apply the same chronogram. Finishing the circuit,
during a three days stay in the last city, they will
finalize by carrying out a reunion of evaluation.
Itinerant Art Exhibition. V a L ctea will organize an
itinerant art exhibition around the country, showing the
selected works throughout the travels of the caravan and
the registered graphics of the experience.
Publication of ours experience. V a L ctea will
publish
an informative document about the ValorArte project so that
the idea can be applied to other organizations.
 A reference draft for the body and design of the Ideals Of
Being campaign
5) Key Strategy Elements:
ii. Generating Financial and Nonfinancial Resources:
Via Lactea has the goal of obtaining an economic base from
foundations, private businesses and organisms of the state
to finance the salary of the production team and the
logistic of the caravan. The workshops will have self-
financing functions by way of creating and selling
products with designs from the campaign. Also they can
offer to replicate through group talks in private high
schools, and designing social responsibility campaigns to
businesses and organisms of the state and opening a
subscription system of benefactor members. The workshops
will produce a magazine, a radio and TV program, within
the local media. These will sell publicity spaces. These
services should cover the cost of materials and a salary
for the cultural leaders.
iv. Engaging and Managing Volunteers:
The project will have two types of volunteers. In the
design and participation of the campaign and caravan (23
people), and those in charge of the function of the
ValorArte workshops in each city (65 leaders). The
volunteers are important in our strategy, giving it
extensive character and decentralizing the project.
ValorArte will encourage the involvement of volunteers
welcoming capacitation and motivation, awareness and
retribucion from there peers, with support through
communication, interconnection and a constant redefining
of goals.
v. Developing Information and Spreading the Message:
The investigation will help us define the group of values
and work the design of the campaign. The team works
permits us to enrich the work of investigation and define
the language and codes of each proper city. The campaign
base serves to obtain 13 decentralized campaigns created
by its proper citizens. The message is spread by medium of
campaigns positioned in public spaces and via existing
forms of communication in the media. Will be developed a
press campaign that includes press conferences and
carrying out of spreading the message by way of national
and local mediums of communication. The cultural leaders
will produce a radio and TV programs and a magazine with
the specific intention of spreading the message. We will
have a web page.
 A reference draft for the body and design of the
Ideals Of Being campaign
6) Increasing Self-sufficiency and Social Impact:
The project seeks the involvement of institutions and
people of each city that receives the project of ValorArte.
The utilization of the serigraph postings of the campaign
permits the population to identify with the product, that
it is an ample element used for the diffusion within the
popular festivals of Peru.
The activities permit us to position ourselves as an
institution promoting culture, communication, development
and construction of respect for our citizens.
The direct expected impact in each city, within the caravan
stay:
3,840 student in the 5th year of secondary, 200 students of
the Fine Arts and Communication Sciences, 60 Education and
Career teachers related to these professions, 100 teachers
of primary and secondary schools and 1,500 people
participating during the open workshops; totaling a direct
impact of 5,700 people. At the end of two years the work of
the caravan will have impacted directly a total of 74,100
people and indirectly a total of 1,224,842 hab
8) Organization Mission and Vision:
We have the mission of identify, promote, and spread the
message of the cultural values to raise strengthen
integration and respect on our culture diversity. Our
final objective is to form a national system of cultural
leaders that give the project continuity to form a
generation with solid values.
Looking Forward to the Next Three Years:
The Valorarte workshops are producing sourvenirs, a
magazine, a radial and a TV program in local media,
covering the costs and replicating the campaign. The
cultural leaders will generate its own cultural space,
involving local youth in activities.
After the campaign we will develop a workshop or seminar
program with the support of the cultural leaders in each
city about development and communication. Finally, we will
initiate the caravan travel and campaign in Lima, the
capital city.
Contact Information:
Veronica Sienz Porras
Executive Manager
Via Lactea Cultural Association
Calle 31-252- Urb. Corpac- San Isidro- Lima
Peru
Tel: 226-2703 - 97670277
Email: vialactea40@yahoo.com
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