LO1 - Campaign Advice.

 Existing campaign's key messages:

1. "Coppafeel" - raises / spreads awareness of breast cancer in women, through hashtags like "GetItOffYourChest"

2. "Movember" - raise / spread awareness of men's mental health, testicular and prostate cancer, and suicide. They do this through holding a "growing a moustache for November" event. A charity.

Top grading:

Merit: evaluate different cross media advertising campaigns for consistency of message, meaning that you will have to analyse 3-4 different campaigns using different media commenting on how they carry the same message throughout.

Do's Vs Don't's:

Do's:

• Use ad campaigns with varied purposes.
• use ad campaigns from other time periods.
• reference where your material came from.
• use specific terminology (e.g. connotes, denotes demographic).
• create a new post for each campaign analysed.

Don't's:

• focus all your research on one industry
• describe - ANALYSE
• be afraid to make value judgements about effectiveness of adverts.
• use adverts from the same brand but different campaigns.

Analysing 4-5 campaigns:

[pass criteria]

    1. Gather all adverts from the campaign (check dates, slogans, endorsements etc.)

    2. Define the target audience (age, gender, lifestyles - NRS, interests etc.)

    3. Define the key messages of the campaign.

    4. Analyse what methods are used to engage the audience.

    5. Analyse how groups / people / issues / stereotypes are used to enforce the campaign                     message.

    6. Discuss the logistics of the campaign (Timing, scheduling, events, how the target audience             can access the campaign message)

    7. Discuss the legal and ethical issues the campaign has had to consider before putting the             advertising campaign into the outsold world.

[merit criteria]

    8. Analyse the campaign's choice of media and comment on how each enforces the key                     message of the campaign.

Campaign options for me to analyse:

    1. "The Code" - DOVE

    2. Levi's Laundrette campaign reimagined with Beyonce

Key Terms

Deadlines - Final date by which must be complete

Milestone - A significant task that gets done along the way

Schedule - The dates and times on which events are to happen

Gantt chart - A chart used to organise task and demonstrate the relationship between them.

All out:

• This method is common with established brands, all media types are released at the same time to the public to generate immediate awareness of product/ service.
• This method is costly but ensures a higher level of engagement.

Slow Release:

• This method if running a campaign builds the number of media products over time.
• Each release giving the campaign information in a different way.
• Eventually the message has strong penetration of the market through consistency of message.

Tease and Reveal:

• Popular with automotive brands and film studios the tease and reveal limits the initial release of information.
• Often months before the product is released a vague media element appears that is designed to create audiences engagement.
• This is then 'left' for a while before the final product is revealed, often slowly and with breadcrumbs of information.

For my campaign, i am working with Anxiety unplugged and i am, working on a moving image podcast, web banner, and business cards.