Appeal content grid

	A	B	C	D	E	F	G	H	I	J	K	L	M	N	O	P
1		Launch-1	Launch day	Day 2	Day 3	Day 4	Day 5	Day 6	Day 7	Day 8	Day 9	Day 10	Day 11	Day 12	Day 13	Day 14
2	Day/date	Tue 14	Wed 15	Thu 16	Fri 17	Sat 18	Sun 19	Mon 20	Tue 21	Wed 22	Thu 23	Fri 24	Sat 25	Sun 26	Mon 27	Tue 28

3					Aid "is" getting through
4	Theme for the day (reactive so this is liable to change)	Frontline aid workers	Appeal announcement and aid match	Multiple factors have caused this crisis	Hunger crisis	Child malnutrition	Maternal health Frontline health workers	Lack of treatment and healthcare - Coronavirus	Winter in Afghanistan/ what's in a winter kit	Displaced families: esp women + chldren 80% of 4.2million total	Women and girls, risks and threats: child marriage etc [access to education]	Story of one mother and baby (nativity?)			Drought and livelihoods - economic collapse	Climate change?
5	TV		Appeals Saleh interview	DRTV ad goes live on major channels for whole PJA	Peak DRTV spots on ITV and C4 evening news
6	Press (earned)	Press conference								First week total announce?
7	Press ads		Full page in 8 major titles, half page in Telegraph	Full page in 8 major titles, half page in Telegraph	Full page in 8 major titles, half page in Telegraph	Full page in 6 major titles, half page in Telegraph	Full page in Observer + Sunday Times	Full page in 7 major titles, half page in Telegraph	Full page in 6 major titles, half page in Telegraph	Full page in 4 core titles	Full page in 4 core titles	No press	No press	Full page in Observer + Sunday Times	Full page in 4 core titles	Full page in 4 core titles
8	Outdoor			Digital poster on large roadside D48s nationally, national rail and London Underground D6, London digital escalator panels and large gateway screens in 6 hub stations	"		"	Adverts start to appear on single decker buses nationally	"		D6s and DEPs come down, D48s, gateways, and buses continue	"	"	"	"
9	Email	Initial ask	Lauch email	Day two email - aid match?	Day 3 email	Community fundraising email	email	break	Day 7 email		xmas email			case study		End of PJA email
10	Text		Launch SMS
11	Social		Press conference livestream FB fundraiser launched Hero image assets Social launch video	BBC and ITV films Celebs RT and thanked Launch news stories 24 hour total - thank you	Crisis explainer video
12	Paid social	Facebook & Instagram Launch - test and learn	Facebook & Instagram Launch - test and learn	Facebook & Instagram Launch - test and learn	Facebook & Instagram Launch - test and learn
13	Digital (eg display)	Display programmatic YouTube	Display programmatic YouTube	Display programmatic YouTube	Display programmatic YouTube
14	Website	Homepage switched Appeal page ready Donation links updated	Launch press releases	BBC and ITV films Launch article FR total press releases
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