Unlike other awards programs, APG Planning Idol is not linked to case studies.
In order to create a level playing field, a brief is set that gives every entrant an equal chance of winning the only differentiator will be the quality of the thinking demonstrated by their entry.
The brief is based on a significant social issue and sets a simple challenge.
The Client
The United Nations
The Issue
Unrest in Syria since March 2011 has displaced over 6.8 million people within the country and has forced more
than 1.6 million refugees to flee to neighbouring countries. UNHCR now estimates there could be up to 3.45 million Syrian refugees by year’s end.
“We are witnessing human suffering on an epic scale...Without massive support from the international
community, it will be impossible to respond to this dramatic humanitarian situation in and around Syria.”
António Guterres, UN High Commissioner for Refugees
As the exodus of Syrian refugees continues to escalate, humanitarian needs remain high. Three quarters of the
refugees are women and children. Many have lost relatives, their homes, belongings and livelihoods. Fleeing for
their lives, Syrians left their homes with nothing but the clothes on their back. When Syrian children and families finally arrive at a safe place, they are traumatised, scared and vulnerable. Millions of people are relying on
UNHCR and its partners for assistance and protection. UNHCR is working around the clock to keep them safe
and warm, providing them with shelter, sleeping mats, blankets, food and access to school. Urgent response is
needed to meet these needs of the growing number of displaced Syrians and refugees.
The Challenge
Though the Syrian conflict has been widely reported in the media, there has been a limited response to fundraising campaigns. The UN needs to generate a huge amount of support and funds in order to offer relief to the
people of Syria.
What Success Looks Like
Our target is to raise $20 million.
This money will help us to provide humanitarian aid, shelter, emergency healthcare and protection.
Budget
As a guide, a budget of AUD $5M is recommended.
Additional Resources
The following research and statistical data is included to assist entrants in developing a considered response to
the brief.
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Download UNHCR Annual Report 2012
Go to: data.unhcr.org/syrianrefugees/syria.php
Entries can be made in the following categories:
- Individual*
- Pair (ie brand and media planner)*
- Student AUD $45 per entry, individual or pair (only available to full time tertiary students)
* Entrants must be current members of the APG.
All entrants must be 30 yrs or under as at 25 September 2013.
The response will be no more than 1500 words, in Word document format (or similar). The entry will include a
separate synopsis of no more than 200 words. Entrants can tackle this brief in whatever way they choose, but
their entry should be structured to address four main criteria (marks will be allocated equally to each point below):
Where are we now? An assessment of the current issue – the scale, the causes, the impact, etc. This is likely to
involve the use of research (existing or new) as well as an interpretation of the research to help demonstrate true
insight into the problem.
Where could we be? Taking that understanding of the problem and setting objectives for what we will aim to
achieve through any campaign.
How do we get there? Applying original thinking to the problem to devise a breakthrough strategy that has the
potential to impact on this serious issue. This should contain both a recommendation for the best strategy to
follow (including a summary of the core strategic idea), as well as suggestions as to how that strategy could be
‘brought to life’ i.e. creative territories, media channels, promotional vehicles, etc.
Are we getting there? How we propose to measure the effect of the campaign to ensure it is achieving success
in addressing the objectives.
The Judging Process
Entry Deadline: Wednesday 25 September
Finalist Judging & Presentation: Friday 25 October
Details
1. Write your entry of no more than 1500 words, in Word document format (or similar). Also include a separate synopsis of your entry of no more than 200 words at the start of your entry i.e. a management summary.
2. Complete the details below. Any entries not containing all these details will not proceed through to the judging stage.
Name:
Date of Birth:
Work Details:
Study Details (if a student):
Phone Number:
Email:
Referee - Manager or Course Facilitator (to verify this is your original work):
Name:
Title:
Company/University:
Declaration (please sign below):
I confirm that this entry to the APG’s Account Planning Idol awards is purely my own work and has not been co-written by anyone else nor has the thinking been plagiarised directly from another published source.
Signed:
Date:
Total Word Count:
3. Student Entries - AUD $45.00
To make payment please contact the APG - [email protected]
Payment must be made at the time of entry.
4. Send your entry by email to Genevieve Murphy at the APG - [email protected]
Entries must be in by 5pm on Wednesday 25 September. You will be notified via return email that we have
received your entry.
1. All entrants must be current members of the APG* – entrants can join the APG specifically to enter the
awards, but must be a paid up member by Wednesday 25 2013 when entries close.
2. The entrant(s) must be the sole author(s) of the submission – anyone found to be using someone else’s work will
be instantly disqualified.
3. The written entry must not exceed 1500 words excluding summary. Please state your word count as part of
your submission.
4. The author must be available to present to the final jury if their paper is shortlisted – presentations will take
place at a venue in Sydney on 25 October.
5. Entries must have been received via email by 5pm on Wednesday 25 September 2013. – there will be no
extensions available.
6. World copyright of all entries passes to APG Australia who may publish the winning entries and finalists in
the trade press and/or a separate book.
7. *Tertiary students are exempt from mandatory membership of the APG. These entries incur a fee of AUD $45
per entry. Payment must be made at the time of submission.