SOCIAL CAMPAIGN AD

Assignment:

Create an effective, sustained advertising campaign around a societal problem that affects you and/or your peers (smoking, texting & driving, bullying, peer pressure, etc.)

Background:

This project will incorporate various aspects of an advertising campaign based around a specific idea…SOCIAL ISSUES TEENS FACE.  The goal is to bring the issue to light and provide awareness to students, teachers, and the public.  This public service announcement can be tackled from numerous perspectives/themes and can be intended for different groups of people (target audiences).  Each of you will be doing the same sort of assignment but the challenge is to create a campaign that views the issue from a unique point of view.

Requirements:

·      Campaign utilizing various media (2 different photographs covering the same message)

o   Poster (18 x 24) – readers more invested

o   Billboard (35 x 15) – short readership

·      Consistent slogan/tagline – “BULLYING ISN’T HARMLESS” (will be on both ads)

·      Shoot at least 24 shots of your concept and create a contact sheet

·      A target audience - who you are selling the idea to

·      A unique selling proposition - a unique stance on the idea...creativity is key

·      A theme - what’s going to pull at the heartstrings of your audience (prestige, comfort, economy, health, beauty, parental affection, fear, achievement, patriotism, curiosity, etc.)

·      Written text/copy on the ad – “Why davina was too afraid to go to school today”

·      Consider incorporating a fact/statistic about the issue

·      Photographs that correlate to the issue

·      Make it native, utilize pop culture, create an emotion

·      Make it simple, memorable, inviting to look at, and fun to read

Blog Assignments:

1.     Shooting Assignment

Photographs taken & uploaded to blog in the form of a contact sheet.  A brief explanation of shots & thought-processes of the shooting assignment are to be included.

2.     Ad Analysis

The ad is targeted towards single, unmarried men, typically teenage to middle age years,

The aspect of the product is being highlighted on sexual violence. 

The use of bold statement which initially reveals the act sexual manipulation,   which is displayed in first person  was intended to trigger shock towards the audience
The theme is a big font and statement catches attention by shock, transitioning to smaller font that reveals the true intent, leaving the audience in self reflection. 
The slogan is make your move, end sexual violence. 
The text is the bold sentence ending with a smaller font of the statement. 

The ad is targeted towards women that are in high school to young adult women in college. 

The second image highlights a photo of a woman laying alone passed out juxtaposing the image above with her smiling and be surrounded by many having fun. 

The image transitioning from joy and fun quickly ended in tragedy - meaning she is a victim of sexual assault and it shows how quickly this can happen 

The slogan is don't let a night full of promise... turn into a morning full of regret.

The text offers advice and information can be provided at West Mercia's website and dialing 999 in an emergency.

The target Audience is towards both men and women, I think more aimed at men. 

Behind the search bar is an image of a woman. Her lips are blocked by the search bar. 

The search bar is intended to be a metaphor of men oppressing women and entitlement and privlege they have hoping to give awareness of that.

The slogan starts with women should and the text ends with the ending words to the searches. 

3.     Jab, Jab, Jab, Right Hook

Read the PDF document “Jab, Jab, Jab, Right Hook” and comment on things you learned about advertising through social media. 

4.     Advertising Idea Outline Worksheet

Complete this worksheet with detailed information about how you plan to advertise for your social issue.

5.     2 Sketches

Produce 2 detailed sketches (poster & billboard) of what you plan to do for your advertisements. The poster ad can be in either portrait or landscape format.  Be sure to include the following elements when designing your ads:

Photograph, text/copy, slogan/tagline, TA, USP, theme, fact/statistic