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1. Exploratory Research
1000 questionnaires are to be given out to women who have given birth to children. The number of children they have do not matter. Their age are between 25 to 35. We are only targeting women who have given birth because they are the central figure of breastfeeding. Therefore their input would be the most important of all before we learn about the input of the figures around her. 700 of the questionnaires (350 Chinese, 350 Malay) must be given to formula feeders and 300 (150 Chinese, 150 Mala -
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7. FUND-RAISING
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2. Hindrance Factors Identification
Upon the completion of the Exploratory Research in the middle of June 2013, we will proceed to analyze the data and identify the three main factors that hinder breastfeeding among Malaysian women. Our current hypotheses are that the hindrances are due to lack of support from the elderlies (mother, mother-in-law, confinement lady) during the vulnerable period of confinement when a mother is still establishing her breastfeeding relationship with her baby. On top of that, after the confinement, s -
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3. STORY BOARDS REVISION
The third stage is to go back to our drawing boards and see if our three most voted storyboards are aligned with that the Exploratory Research data tell us. If not, we need to work on the three most suitable ones that will evoke the responses we want in the audience or tweak the existing three to suit the data analysis. Once the story lines are decided, we will proceed to draw them out in storyboards to be shown to the Focus Group discussion in the next stage which is the Fourth Stage. -
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4. FOCUS GROUP DISCUSSION
The Fourth Stage is to conduct Focus Group Discussions among the target audience to learn of their responses of the three chosen storyboards. The target groups are dependent on the the answers given by the Exploratory Research. -
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5: ANALYSIS OF FGD DATA
Someone has to record and transcribe each session. Camcorders can be borrowed from Sony. Transcribers can be peer counsellors, the SAHMs who want to help, full of energy. Transcribers must be genuine and are not working in formula companies or the code-violating organizations. The data analysis will be helped by Puan Yusmilawati Ibrahim and Adriana Thani. Ayuni Zainuddin will do the report of the FGD. Depending on the results of the FGD, by now we should already have that one storyline which -
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6. SOURCING FOR PRODUCTION COMPANY
This stage is to decide on the best production company that understands our vision, our mission, and our budget. By now we should have a rough idea on the estimated amount to produce a TV ad. We need to propose our position as a pro bono body therefore the cost given must be fitting with our entity. According to Nadia Hashim Kamil who is in the production line, a budget of around RM10K is sufficient for an ad like this provided we have lots of volunteers in different areas of expertise in pr -
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8. PRODUCTION OF TVC
Shooting, editing, and releasing.