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PYJAMA HERO

If you would like to become a volunteer and help The Pyjama Foundation, all of the information you need is listed below.

I want to volunteer In QLD

How to become volunteer:

• Download and complete the forms below
• Contact your local co-ordinator to arrange an interview and bring the forms and photo ID with you
• Attend a training session
• When you are matched with a child, contact their Carer to arrange a mutually convenient time to visit
• Please see Frequently Asked Questions

I am a volunteer in QLD

I am a volunteer: 

• Join our online discussion group. Please note membership is only available to current Pyjama Angels and The Pyjama Foundation team.
• Please be very careful about privacy and confidentiality
• Click through to request membership
• Please contact your local coordinator to find out what’s happening in your area and how to get involved

*Please note that you may need to set up a free Google account

MEDIA MIX

A. Internet

 Website: 

A page for Pyjama Carnival will be created on Pyjama website and linked in three different universities’ student union page. Lasted news of the campaign will be updated frequently on this page. This kind of media is official and quite popular so we think that the information posted on this media will be considered much reliable and attract many our target audiences.

Newsletter: 

Post campaign information on the existing monthly Pyjama and three cooperated universities’student union newsletter. These newsletters will be sent to students as well as people who concerned about this campaign and ensure them always get the updated news of the campaign

Siocal networking (Facebook, Tweeter): 

The average usage frequency for social media, particularly Facebook in Queensland is about 24 times per week. In addition, the percentage using social networking every day in Queensland is 25% (AIMIA 2012). Moreover, there are a huge number of people liking Facebook page of three universities’ student union, particularly, there are 2528 people liking the Facebook page of The Pyjama Foundation, and 17,244 people like the Facebook page of UQU (The University of Queensland Union), over 2000 people like the Facebook page of Griffith University student Clubs. This media is not only an effective exposure of our target audience, but also used as space to give updated information about Pyjama Carnival. In addition, we consider using the “Event” application on Facebook to invite people we think would want to attend our events.

In order to increasing interactive information channel to the event, Facebook confession page will be open before, during and after the event. This page is created with the purpose to collecting ideas from our target audiences about organizing the event as well as their assessments of the event for later improvements.

Youtube: 

A video being created in which members of Pyjama Carnival will talk about why they are putting on this event, what it means to them, and what they are hoping to achieve will be posted on Youtube. We believe that it will be a big influence to our target audiences when they can hear a voice, see a face of members of this event and the cause go with.

Google grants: 

Google Grants program enables the Pyjama Carnival to promote their official websites containing the campaign information via advertising on Google. When users search on keywords related Pyjama Carnival’s activities, this event's ad appears next to relevant Google search results under the Sponsored Links sections, which could drive traffic to the website. 

Create a blog:

Blog posts are considered as great ways to really dig into the details of this event. Not like the website, the content is static and formal or professional, but a blog, which is expected to be timely, can be a great hub for information pertaining to the event. The purpose of creating a blog is that we want to have an interactive space where people who cared about this event can share ideas to contribute for the event as well as updated information about the event. 

B. Prints

Newspaper should be used due to its relatively high readership. The purpose of using newspaper is to build public awareness about the Pyjama Foundation and the event. We will try to keep the newspaper advertising be released at least once per month and quarter page each from August to October. The newspapers we preferred are those who have the numerous readerships in QLD, such as Sunday Mail, Courier Mail and QWeekend. However, if these newspapers do not have space left, we would like to use others.

Magazine, as a professional information provider, would be used; time period aims at from August to October. We would cooperate with the top three magazines in QLD area, hoping to achieve at least once advertising within a month from; each time the advertising size depends on the vacant space, half page is the ideal proportion. Also we would promote our campaign on Redbulletin, using a column to report the activities. Simultaneously, we will try our best to seek the potential partner who can provide free advertising for us.

  

C. OOH Advertising 

OOH advertising is another effective media to facilitate our campaign. In particular, poster is considered as an efficient and economical way for promotion. The posters will be mainly posted in campus and public. Since one of our target markets is student; we will therefore collaborate with UQ Union and other university student unions. Gyms and several stores are also potential platforms for our campaign promotion. As research shows most gym junkies are male, they are generally well educated and wealthy

In addition to the above media, we would like to invite certain TV and radio producers to report our events. Further, we will discuss with the organization’s supporters, hoping our advertisement could be shown on their leaflets, etc.

D. Partnership with Advertising Agencies

Create a proposal includes a short statement about the whole campaign and mentions the expected results, which help the agency determine if they can do the work. List the benefits the advertising agency can receive, such as a company logo placement in promotional materials and a socially responsible image.

E. Non-profit Media Organizations

Collaborate with some non-profit media organizations like Media Team Australia and Non-profit Online to raise our public profile and attract greater support by professionalizing Pyjama Carnival’s public relations and communications activities. Non-profit Online can help Pyjama to design an efficient advertising campaign on official website (Pyjama and three universities’ union website). Non-profit media organizations can help Pyjama to reach target audience online communities to put our banner ads and campaign information on them and increase the awareness of the Pyjama Carnival..

MEDIA STRATEGY

Media Objectives

Our media objectives will support the event‘s objectives as mentioned above. Accordingly, we want to raise awareness of our target audiences about the Pyjama Carnival’s activities and then get them engage in this campaign through the numbers of viewing, finding and responding information about this event. In addition, we want our target audiences feel willing to participate to this campaign by becoming volunteers or donating for Pyjama Carnival.

Media Strategies

We would combine prints (newspapers and maganizes), internet, OOH and other media (if possible) to cover and reach our target market.

- Print: Online/ Offline OOH: Poster
- Internet: Website, Facebook, Twitter, Youtube, Google grants, Blog, Newsletter
- Other media: Social network, TV, Radio

In order to achieve these objectives, the advertising campaign will be carefully prepared and implemented within three months before the event occurs. In addition, considering Pyjama Foundation is non-profit care provider who has limited budget on advertising, some non-profit or low costs media are suggested to promote the campaign. On the other hand, we expect to have partnership with Advertising Agencies or None – profit organizations to reduce cost on advertising.

Message Strategies

We create the key message “U Raise them up” to directly communicate with our target audiences. The purpose of the key message is to inspire our target audiences that contributions to this event not only help them know more about disadvantaged children life but also help these children have brighter future life. This message combined with touching designed pictures aims to touch our target audiences. In addition, we apply back ground colours that Pyjama Foundation used now, so it is useful to let our target audience realize Pyjama Foundation’s image.

ORGANIZING COMMITTEE

Organizing Committee

The Pyjama Foundation will cooperate with the student unions from three different universities in Brisbane, Queensland as mentioned above. Male students are encouraged to participate as volunteers in this event. Volunteers will be granted a certificate from The Pyjama Foundation. The volunteers will help with organising the Pyjama Carnival, preparing for the Pyjama Carnival, and running the Pyjama Carnival. In addition, because the student unions have relationships with some sponsors, therefore, it will be a great opportunity for the Pyjama Foundation to get more sponsors for the Pyjama Carnival. Meanwhile, the student unions may get the chance to develop the relationships with the supporters of the Pyjama Foundation. This win-win cooperation will also provide the opportunity for the students to improve their organising skills, communication skills, social networking skills and team working skills. 

Financial Support

Seek financial support from Gambling Community Benefit Fund, and Queensland Government to reduce the expense of the Pyjama Carnival. 
Furthermore, we wish the companies from different industries can support the Pyjama Carnival, and donate either through an amount of the turnover off the day selling at the event to the charity for helping Australian children in foster care with their learning skills or their charity budget. Some companies will be listed in the following as examples: 

· The Big W, Woolworth, Target, and Coles: we would like to cooperate with them and gain some stuff, such as cups, glasses, toys, pens, and books, which have the alphabets of Pyjama. Some of stuff will be used as the awards and gifts for the participants.
· Coca-Cola, Lipton and Redbull: set a shop at King George Square, sell the drinks there, and donate an amount of the turnover off the day to the charity or directly through their charity budget.

· Event organization: to help with organize and plan the event with the Pyjama Foundation and student unions.
· Arnott's Biscuits Holdings: set a shop at King George Square, sell the drinks there, and donate an amount of the turnover off the day to the charity or through their charity budget.
· Office works: we would like to cooperate with Office works to help with all the prints they need, also seek some donations, such as pens, pencils, and notepads as the awards and gifts for the participants. 

Benefits for the sponsors: their company logos will be placed in the Pyjama Carnival, which will benefit them from:

- Branding of their name in the industry
- Public acknowledgement of good corporate citizenship
- Build a socially responsible image
- Increase their brand awareness
- Increase sales 

Other Support
Gain the supports from Brisbane City Council to get the permission of using the King George Square for the Pyjama Carnival.

PYJAMA CARNIVAL

Event Objective

• Increase the awareness of the Pyjama Foundation and help the Australian children in foster care with their literacy and numeracy skills
• Develop the relationship between the male attendants and the children, and attract more male volunteers
• Raise funds of the Pyjama Foundation

Target Market

There will be two main kinds of target market for our campaign. 

• Pyjama Heroes: Male volunteers from three different universities as mentioned above are encouraged to participate in the event. As referring to the “Pyjama Angels”, we will call these male volunteers “Pyjama Heroes”. They have received high education, equipped with interpersonal communication skills and dynamic. We hope that these male volunteers’ masculine characteristics as well as their knowledge can have good impact on the foster children and they can set as role model. 
• Companies or organizations: they are expected to be our sponsors of the event. 

In addition, we want to attract attentions from the public as much as we can for the Pyjama Carnival. Everyone is welcomed to participate in the event.

Event Details

The Pyjama Carnival will be held in King George Square, Brisbane city centre at 10am to 2pm on 23rd October, 2013. The reason to choose this date is because it is the Children day in Australia in 2013. The participants will wear pyjamas when they are doing the activities. There will be four main activities in this The Pyjama Carnival, which include:

Three-legged-race: The male attendants and children will be divided into pairs. One man pairs with one child. Using a rope or bandanna, each pair ties one partner's right ankle to the other's left ankle. When the whistle blows, all of the pairs, assembled side by side at the starting line, race to the finish line. The first pair to cross the finish line wins. 
*Objectives: 

To promote good communication and relationship between the male attendants and the children. This may influence the male attendants become the Pyjama Hero for the Pyjama Foundation. 

Charades: It is a popular word guessing game. The male attendants and children will be divided into pairs again. One man pairs with one child. It will be one minute per round. Since the children who attend this The Pyjama Carnival are from the Pyjama Foundation, therefore, in order to help with their literacy and numeracy skills, the male player will act out a word or phrase, by pantomiming similar-sounding words and the child guess the word or phrase. *Objectives: 

Not only to develop the children’s literacy and numeracy skills during the games, but also to promote the relationship between the male attendants and children. This may allow them to get familiarize with each other and impact the male attendants become the Pyjama Hero. 

The treasure hunt for Pyjama: Again, the male attendants and children will be divided into pairs. One man pairs with one child. Before the teams start the treasure hunt, they will get a treasure map. The treasure of this game will be some stuff, such as cups, toys and drinks, which have the alphabets of Pyjama. These stuff will be sponsored by the sponsors, and they will be hided in the King George Square. The first team to find the stuff with all alphabets of Pyjama will be the winner of the game.                                                                 

                                                                  *Objectives: 

To develop the children’s literacy and numeracy skills during the games, and to promote the relationship between the male attendants and children. This may allow them to get familiarize with each other and impact the male attendants become the Pyjama Hero. 

Auction: all the stuff the team found and other stuff come from the sponsors, will be auctioned. All the funds will go to the Pyjama Foundation.
*Objectives: 

To raise the funds of the Pyjama Foundation to help the Australian children in foster care with their literacy and numeracy skills.
At the end of the event, all the winners can get a gift as the reward and other participants will also get a small gift.

Method for accepting donations

We set up a few different methods for accepting donations both online and offline. 

· Online: setting up an online page for the Pyjama Carnival, so target audiences can donate online through Pyjama Foundation website or through website/pages from our partners – three universities.

· Offline: arranging ways of accepting cash and checks from supporters (having bank details and using donations sheets or a donation box will be placed for people who attend the event. All the money and stuff will go to the Pyjama Foundation).

OUR STORY

Founded by Bronwyn Sheehan in 2004, the Pyjama Foundation is a children’s charity which contributes to foster children in Queensland and Western Sydney. The Pyjama Foundation offers a learning-based mentoring program called Love of Learning Program. It is free-of-charge to children in foster care. To empower foster children with literacy and numeracy is the key service, hoping that these children can achieve better life outcomes. The Pyjama Angels are who deliver this service. Pyjama Angels are volunteers screened, recruited and trained by the Pyjama Foundation. They are equipped with resources and support, and matched one-on-one with a child in care. Each week, they visit their child for an hour and together they read books aloud, play educational games, and engage in other fun, learning-based activities.

Mission: Support Children in Care

As at 30 June 2011, there were 37,648 children living away from their original homes in Australia. They live in foster or alternative care. Children in care are the most vulnerable in our society. Their backgrounds are traumatic, and they may experience a range of physical, mental, psychological and other issues which can have long term affects. Usually, their early lives have been about survival, and they have missed out on many of the positive aspects of childhood most Australian children experience. The children have been subject to neglect and/or abuse that have a negative life-long impact. Also, children in care have the lowest education outcomes nationally of any group of children. Improving the children’s educational outcomes, and therefore their life experiences, is an opportunity that the foundation and its team of volunteer Pyjama Angels is tackling with gusto, determination, and a great sense of fun.

Objectives

There are three main objectives for the Pyjama Foundation.

·  Raising awareness for the organization: It has been only nine years since the Pyjama Foundation established. The organization has earned some reputation and awareness from the society but the level of awareness is below its expectation. The higher the level of awareness the organization can get, the more attention can attract to the development of children in care.

·   Fundraising: This objective may be shared by most of the charities. The organization not only needs money to maintain the daily operation but also to pay for the advertising cost.

·  Volunteer recruitment: The organization only has eighteen staff so volunteer recruiting is necessary. Volunteers for the Love of Learning Program are needed as well as volunteers for holding each activity.