Mass media campaign for the Cardano event in Buenos Aires (TV, Journal & Radio)

[GENERAL] Name and surname of main applicant

[GENERAL] Are you delivering this project as an individual or as an entity (whether formally incorporated or not)

[GENERAL] Co-proposers and additional applicants

Francisco Rabini

[GENERAL] Please specify how many months you expect your project to last (from 2-12 months)

[GENERAL] Please indicate if your proposal has been auto-translated into English from another language

[GENERAL] Summarize your solution to the problem (200-character limit including spaces)

Communication plan targeting traditional media (radio, print and TV) as well as streaming platforms. It will include Cardano's constitutional event in Argentina and interviews with it's local leaders.

[GENERAL] Does your project have any dependencies on other organizations, technical or otherwise?

[GENERAL] If YES, please describe what the dependency is and why you believe it is essential for your project’s delivery. If NO, please write “No dependencies.”

The media channels such as radio, print and TV can refuse our intervention or delay if breaking news. However, this possibility is minimal because of the position of Magali and Francisco within these channels.

[GENERAL] Will your project’s output/s be fully open source?

[GENERAL] Please provide here more information on the open source status of your project outputs

All our content will be published through communication channels such as radio, print, TV and streaming platforms and will be available to the public.

[SOLUTION] Please describe your proposed solution

The Cardano community has grown steadily, but we believe that it still has a long way to go and a lot of potential, especially in Argentina and Latin America. We are both journalists with a long career, contacts and influence in the main media in the country. Magalí is the anchor of the central newscast of Public Television, which is national in scope. Francisco has worked for 24 years at Clarín, Argentina's leading newspaper. In addition, he is one of the most important union leaders of the Buenos Aires journalists' union (SiPreBA, 2300 affiliates) and the Argentine national federation (Fatpren). We will both be in charge of the dissemination project. 

Latin America, a region of recurring economic and political instability, is fertile ground for learning and incorporating blockchain technology. Particularly for Argentina, which suffered 280% inflation last year and whose citizens need an alternative to the failed solutions of the various governments and unstable economy. Our goal is to contribute to that path. Moreover, we believe that the growing Cardano community in Argentina can be a cornerstone to the success of our project. 

To achieve this, we’ll draft an article tailored to various communication channels (TV, radio, print), covering essential aspects of Cardano, highlighting the opportunities presented by Project Catalyst, featuring insights from a leader within the Latam Cardano community and last but not least, promoting the Cardano Constitutional Convention that will take place in Buenos Aires, Argentina, in December 2024 (https://www.intersectmbo.org/roadmap - Q4 2024). 

We will also promote the article on social media and reach out to influential personalities to spread the word. 

This project will permit an increasing awareness and understanding of the Cardano blockchain and promotion of the important Constitutional Convention of Cardano in Argentina and Latinoamerica. Through our communication plan, including TV, radio, print, and social networks we’ll highlight Cardano’s potential for an opportunity to address economic instability and empower communities. In collaborating with the Cardano Latam community, we’ll craft a powerful informative article to educate the public, fostering a path towards Cardano and the opportunities that it permits. 

[IMPACT] Please define the positive impact your project will have on the wider Cardano community

Implementing a comprehensive press and communication plan can have several positive impacts on the Cardano community:

• Supporting an Active community: the Cardano LATAM community and especially the Argentinian one is very active promoting Cardano to the government's officials and universities. There are many Cardano events this year in Argentina leading also to the constitutional summit in December. This proposal will support all those activities with some prime/mass media exposure

• Increased Awareness: By reaching out to traditional media and streaming platforms, more people will become aware of Cardano and its community-driven initiatives. This can lead to a broader understanding of Cardano’s goals and values.

• Enhanced Credibility: Featuring interviews with Cardano leaders in the traditional media will add credibility to Cardano and its community. 

• Educational Opportunities: Through media coverage and interviews, the wider public can learn about the innovative features and real-world applications of Cardano. This can attract newcomers to the community and inspire existing members to deepen their understanding of the platform.

• Networking and Collaboration: Media coverage of events and interviews with leaders can facilitate networking opportunities within the Cardano community and beyond. This can lead to collaborations with other projects, businesses, and organizations, fostering growth and innovation within the ecosystem.

Overall, a well-executed press and communication plan can significantly contribute to the growth, visibility, and impact of the Cardano community, both locally and globally.

[CAPABILITY & FEASIBILITY] What is your capability to deliver your project with high levels of trust and accountability? How do you intend to validate if your approach is feasible?

We are two journalists with experience in press, TV and communication for over 20 years. Part of our capital lies in the relationships we maintain with well-known hosts, economics columnists, editors, among other influential people. We have been working as a team for years and have participated in all kinds of events. We are reliable and well-known in the journalistic environment. We will benefit from the help of Johanna Chieffo, a well-known artist and press person. Her professional skills, contacts and influence will greatly benefit Cardano’s press project. 

We are also connecting with the Cardano community in Argentina to connect and align our expertise with their work. 

Anna Ben Zvi, has already a social network within the Cardano community and experience in Project Catalyst. 

With this team, we will have on one side, professionals in journalism and on another side, the support of Cardano community members and the LATAM Cardano Community that approved the project and gave their support on the idea and execution if the proposal gets funded. 

More information on the team members and their role below in the proposal.

[PROJECT MILESTONES] What are the key milestones you need to achieve in order to complete your project successfully?

July :

Milestone output(s)

• Onboarding Project Catalyst. 
• Meeting and coordination with LATAM community members.
• Prepare full project plan.

Acceptance criteria 

• Present a project plan.

August - September:

Milestone output(s)

• Interview of at least one of the leaders of the Latam community. 
• Writing of the article and adaptation to the different communication channels. 

Acceptance criteria 

• The articles and videos will be available on social media and links sent to the Cardano community.

October:

Milestone output(s)

• Sharing the articles (TV, radio, journal) for feedback  
• Coordination with the different media channels where and when the article will be published. 

Acceptance criteria 

• The articles and videos will be available on social media and links sent to the Cardano community. 
• Gathering feedback and improving the articles before publication.

November:  

Milestone output(s)

• Performance of the article on the different media channels (TV, radio, journal).
• Advertising through social media such as Twitter, Instagram and Youtube. 

Acceptance criteria 

• The articles and videos will be available on social media and links sent to the Cardano community.

December - January:

Milestone output(s)

• Closing report and closing video showing and analyzing the results of the different published articles (viewers, if there are other articles talking about this etc.)

Acceptance criteria 

• Closing and video report will be available for the Cardano community.

[RESOURCES] Who is in the project team and what are their roles?

Project team members: 

Magali Ahrendts: 

• Graduated from the national university of Cordoba, Argentina in science of information. 
• Graduated from a magister degree in journalism. 
• Worked in the biggest communication channels in Argentina (Clarín, Radio del Plata, Todo Noticias, Televisión pública…)
• TV reporter of news in “TV publica Argentina”, one of the main TV chains in Argentina. 
• TV presenter of news in “Honorable Cámara de diputados de la Nación”, a TV program performing interviews to legislators. 

Linkedin: linkedin.com/in/magali-ahrendts-48120429

Youtube channel: https://www.youtube.com/@magaliahrendts8189

-> Her main role will be to use her position and her social connections to make this project happen.

Fransisco Rabini:  

• Degree is social communication with journalism specialization. 
• Secretary of SipreBa union (journalist’s union with 2300 members)
• Treasurer of Fatpren. (federation, which means it doesn't have affiliated individuals; the affiliates are the different unions across the country. SiPreBa is affiliated with Fatpren as the press union of Buenos Aires). 
• 24 years working at Clarín, the largest newspaper in the country. 
• https://www.clarin.com/
• https://x.com/pakman78?s=11&t=jlF61st01DfVkKoqvRZFYw

-> His main role will be to create the article and adapt it to the different communication channels (TV, radio, print). 

Anna Ben Zvi: 

• Student in an international business management school based in Barcelona. 
• Proposer and reviewer in Found 11.
• Registered as a reviewer for Found 12. 
• Participated in the event Launch 12 of Project Catalyst in Barcelona.
• Presenting a collaborative project for universities and students involved in Project Catalyst projects and another one on promoting Cardano and Catalyst within a 5000 students community in English and French. 
• Helping in writing and managing a few proposals in Fund 12 such as: “Series of podcasts on Cardano”, “Graphic Novel NFT”, “MyCardanoTravelGuide” etc. 
• Currently finishing the Cardano academy course. 
• Speaks fluently 4 languages: English, French, Spanish and Hebrew. 
• Have an understanding of: Arabic and Italian. 

Linkedin: linkedin.com/in/anna-ben-zvi-7b1b43297

-> Her main role will be to help reach the Cardano leaders, organizing the interviews and providing key information about Cardano, blockchain and Project Catalyst thanks to her formation with the Cardano Academy. 

Johanna Chieffo: 

• +10 years experience in working in the press. 
• Has promoted events, personalities, albums and theatrical production in leading media outlets. 
• Hold a degree in Social Communication from UBA (University of Buenos Aires). 
• Producer, screenwriter and actress. 
• Filmed “Supernova” with Amazon -> a miniserie she wrote, scripted and starred in. 

-> Her main role will be to help Magali to coordinate, reach out to the different persons and organize the intervention for the different communication channels. She will also prepare the social media content and reach out to the different public personalities that will help us promote the article and reach a broader audience. 

To complete our team, we are planning to recruit a member from Cardano LATAM community that will be interviewed for the article and help Francisco to write the article providing relevant information about Cardano.

[BUDGET & COSTS] Please provide a cost breakdown of the proposed work and resources

Make sure every element mentioned in your plan reflects its cost. It may be helpful to refer to your plan and timeline, list all the resources you will need at each stage, and what they cost.

Here, provide a clear description of any third party product or service you will be using. This could be hardware, software licenses, professional services (legal, accounting, code auditing, etc) but does not need to include the use of contracted programmers and developers.

The exact budget elements you include will depend on what type of work you are doing, and you might need to give less detail for a small, low-budget proposal. If the cost of the project will exceed the funding request, please provide information about alternative sources of funding.

Consider including budget elements for publicity / marketing / promotion / community engagement; project management; documentation; and reporting back to the community. Most proposals need these, but many proposers forget to include them.

It is the project team’s responsibility to properly manage the funds provided.

• Writing the article with the guidance from a Latam member : 60h x 120 ADA = 7200 ADA 
• Coordination and management of the interview of the Latam member: 35h x 120 ADA = 4200 ADA 
• Adaptation of the article to the different communication channels (TV, journal, radio) 50h x 120 ADA = 4800 ADA 
• Recording of the article + renting space (studio etc.): 70h x 120 ADA + 10000 ADA = 18 400 ADA 
• Arrangement and execution of article publication: 70h x 120 ADA = 8400 ADA 
• Creation and publication of promotional content on social media: 50h x 120 ADA = 6000 ADA 
• Preparation and writing of the final report to demonstrate the results of the different articles: 20h x 120 ADA = 2400 ADA

-> The hours include all the team members.

TOTAL PROJECT COST: 51 400 ADA 

[VALUE FOR MONEY] How does the cost of the project represent value for money for the Cardano ecosystem?

The cost of the project represents excellent value for money for the Cardano ecosystem for several reasons: 

• Expertise and influence: with 2 experienced journalists leading the project, there is a guarantee of high-quality content creation and dissemination. Their extensive networks and influence in the media industry ensure that Cardano’s message reaches a wide audience effectively. 

• Multi channel communication plan: the project entails a comprehensive communication plan targeting traditional media channels like TV, radio and print as well as modern platforms like social media. This multi-channel approach maximizes visibility and engagement within the community and beyond. 

• Focus on education and awareness: by educating the public about Cardano’s unique features and potential, the project contributes to increasing awareness and understanding of blockchain technology, particularly Cardano, fostering a more informed and engaged population. We also seek new Cardano members as a result of this project. 

• Promotion of the Cardano event: promoting the event “Cardano Constitutional Convention in Buenos Aires” further enhances visibility and participation within the community, driving momentum and excitement for Cardano’s initiatives. 

Overall getting to mass market in Argentina in various channels with less than 23,000 USD

As we can see, implementing a comprehensive press and communication plan leads to increased awareness, enhanced credibility, educational opportunities, and networking and collaboration. These outcomes contribute to the growth, visibility, and impact of the Cardano ecosystem making the investment worthwhile.