The submission must be a PDF document and should not exceed 20 pages/slides, including the cover page, and incorporate the following elements:

• Cover Page: should include the name of the university, contributing students, and faculty sponsor
• Brief response overview: outlining the creative challenge and the response to the brief (one slide). Please summarize the overall strategic underpinning of your case and lay out the core case components of challenge, insight, and creative ideas and executions.
• Situation analysis: What are the key obstacles to success? Explain the problem you are solving OR the key questions that need answers. Share any assumptions you made and/or previous learning your work was building on through an extensive situation analysis. This analysis should include both secondary and primary (at least one qualitative or quantitative study) research. Upon completing this analysis, explain what the team learned about the challenge through secondary and primary research. Share the methodology, hypothesis that informed your specific research objectives and outcomes that shaped your response to the brief.
• Target audience understanding: Define and describe your core target audience. Specifically, you should answer the following questions in this section: What key insights have you uncovered about this target audience? What did you learn about the target audience and problem perception that helped inform your answer to the brief?
• The challenge: Articulate what your proposal is solving by stating and outlining the communication challenge your campaign is addressing.
• Communication strategy: Outline the key tenets of your strategy. Briefly explain the rationale for your communication key insight, and the proposed communication strategy.
• Multicultural Campaign idea & creative strategy: What is the big idea/creative concept that leverages the key insight and solves the communication challenge.
• Campaign idea proof of concept: Demonstrate through 2-3 execution examples (rough mock-ups) how your big idea comes to life. Please note that no finalized or finished creative executions will be evaluated by the judges – we only ask for rough mock-ups (i.e., layouts, storyboards, etc.). Provide a rationale for the selection of these creative tactics. Provide your execution examples as concepts with visual support and a rationale.
• Measurement and optimization: Outline the overall impact you expect your response to the brief to have and that of the specific tactics proposed if they were executed and disseminated. Include measurable objectives and propose a methodology to measure them.