Saturday, October 10, 2009

Simulation: Ad campaigns for "Using Protection"

Get this, after designing this simulation, I found this video on YouTube...




Instructions: Create a comprehensive campaign that identifies your 1) main goals for your ads. 2) key message 3) channels & placement of communication-aka radio, internet etc. 4) choice(s) of contraceptives.

Step 1: DESIGN and PRESENT an actual advertisement Step 2: Class analyzes your ad Step 3: Share your strategy with the class


Group: 1 (People: Marketing Manager; Press Agent; Advertising Rep; Creative Team)

Client: WHO (World Health Organization)

Target Audience: Sub Saharan Africa

Client concern: Does not want to offend religious sentiment & government

Excerpt of Context given to the students:

BBC News (17 March 2009): Pope Benedict XVI, who is making his first papal visit to Africa, has said that handing out condoms is not the answer in the fight against HIV/Aids. The pontiff, who preaches marital fidelity and abstinence, said the practice only increased the problem. "A Christian can never remain silent," he said, after being greeted on arrival in Cameroon by President Paul Biya. The Pope is also due to visit Angola on his week-long trip, where thousands are expected to attend open-air Masses. Some 22 million people are infected with HIV in sub-Saharan Africa, according to UN figures for 2007. According to Vatican figures, the number of Catholics in Africa has been rising steadily in recent years. Baptised Catholics made up 17% of the African population in 2006, compared with 12% in 1978, the Vatican says. While in Africa, the pontiff is expected to talk to young people about the Aids epidemic and explain to them why the Catholic Church recommends sexual abstinence as the best way to prevent the spread of the disease.


Group: 2 (People: Marketing Manager; Press Agent; Advertising Rep; Creative Team)

Client: Obama Government (DEMOCRAT GOVT)

Target Audience: Nevada, North America; teenage girls

Client concern: Be careful of State leanings /values

Excerpt of Context given to the students:

Context: The teenage birth rate in United States was 53 births per 1,000 women aged 15–19 in 2002, the highest in the developed world. If all pregnancies, including those which end in abortion or miscarriage, are taken into account, then the total rate in 2000 was 75.4 pregnancies per 1,000 girls. Nevada and the District of Columbia have the highest teen pregnancy rates in the U.S., while North Dakota has the lowest. [10] Over 80% of teenage pregnancies in the U.S. are unintended; approximately one third end in abortion, one third end in spontaneous miscarriage, and one third will continue their pregnancy and keep their baby. Within the United States teen pregnancy is often brought up in political discourse. The goal to limit teen pregnancy is shared by Republicans and Democrats, though avenues of reduction are usually different. Many Democrats cite teen pregnancy as proof of the continuing need for access to birth control and abortion, while Republicans often cite a need for returning to conservative values, meaning abstinence.


Group: 3 (People: Marketing Manager; Press Agent; Advertising Rep; Creative Team)

Client: Royal College of General Practitioners partnership with Durex, the leading contraceptive company

Target Audience: British adults

Client concern: wants to be cool yet informative to the public

Excerpt of Context given to the students:

BBC, Health Report, Sept 2009: A UK survey has revealed that myths about contraception may be widespread. One in five women said they had heard of kitchen items, including bread, cling film and even chicken skin, being used as alternative barrier methods. Others had heard food items such as kebabs, Coca-cola or crisps could be used as oral contraceptives. The survey questioned 1,000 women aged 18 to 50 and was carried out by market research company Opinion Health, sponsored by Bayer Schering Pharma. Contraceptive myths have been around for thousands of years. Ancient methods have varied from crocodile dung and honey before sex, to sea sponges and beeswax after. Perhaps the most intoxicating was alcohol made from stewed beaver's testicles. However, it seems that a variety of unsafe and unproven methods might still exist in modern Britain. Dr Annie Evans, Women's Health Specialist at the Bristol Sexual Health Centre, said: "It is not surprising, given that Britain continues to have the highest unintended pregnancy rate in Europe."


Group: 4 (People: Marketing Manager; Press Agent; Advertising Rep; Creative Team)

Client: Safe4Now Foundation

Target Audience: Prostitutes

Client concern: get noticed for its cheap price factor

Excerpt of Context given to the students:

PRESS RELEASE: Amsterdam - Now a new condom brand emerges in Europe which is mainly targeting prostitutes. If you’re not an artist or designer, being given thousands of expired condoms for your purposes, then you can obtain a cheap condom 100 pack anonymously and fast off the internet across Europe.The new European campaign to distribute cheap condoms for the sex industry is brought to us by the Dutch Safe4now Foundation. Their goal is to “allow prostitutes to work safer, more pleasant and cheaper”...


Classroom Simulations: Taking on Bashir, designing Airports in Shanghai and more

I’m a huge advocate of simulations in classrooms. You get students to take on role plays and enact within real life contexts and rest assured, these students will blow your mind away. We have traveled from Brazil to Sudan to China. From addressing the building of a factory in the Amazon to standing for elections in Sudan, these students have risen to the challenge beautifully.

For instance, the Brazil case study I designed demanded that each student group represent different interests: Perenco Oil, Ecowatch, the Brazilian middle class, the government and the Survival international Group. This played out on a popular TV show, where I took on the role of “Veronica”, a famous TV show hostess. What we got was “Candy forest” representing Ecowatch battling her way with an experienced VP of Perenco Oil, with the government trying hard to play neutral. What was fascinating was that the attacks were focused on Perenco, leaving the government relatively unscathed inspite of their supportive stance. I find this reveals so much about our understandings of international conflicts and more importantly, I hope, humbles students to realizing the complexities of real life scenarios.

The Sudan exercise too was such a delight. This could have gone on for hours! They had so much to say and even as the class time was up, they were fully pumped with ideas that were itching to come out! Student groups were told that they were all competing to be the next ruling party of Sudan and thereby, had to come up with an election campaign. The twist here was that each group was told that they were representing a particular faction: the African tribal group, the military generals, the economists, and the international relations focused groups. This is the outline each group got from me including information on the country's geography, economic, political and socio-cultural makeup.



Current Situation: President Bashir has stepped down as President due to the Darfur crisis and international pressure. The seat of Presidency is vacant. A new election monitored by the UN is going on with 4 nominees as finalists.

Your group is 1 such team vying to be the future government of Sudan.

Your audience are the Sudanese people. They are tired of being viewed as victims and tired of apologizing and being shamed by the West. Afterall, it was a bad government and not bad people. They are proud and have a rich cultural heritage and want to make their mark in their own unique way.


1) President nominee

2) International Relations Advisor

3) Economic Advisor

4) Education Advisor

5) Security & Diplomacy Advisor

Decide on the following for your campaign speech:

1) Your campaign promise – Core issues

2) Campaign motto “Yes we can” byline type

3) Target voter demographic- what is your strategy?

STEP 1: All groups give a presentation to the public on their plan for Sudan

STEP 2: President nominees take the stand. Cross-fire: President nominees consult their team and ask questions to each other

STEP 3: Audience asks further questions

STEP 4: Voting takes place


In short, I m a big fan of simulations! More to come...

Do I need to join the Korean boot camp too?

Apparently I fit the description of an addict; apparently I’m truly at-risk…or so the New York Times article on Korean bootcamps for cyberaddicts informs me. “They spend at least two hours a day online, usually playing games or chatting. Of those, up to a quarter million probably show signs of actual addiction, like an inability to stop themselves from using computers, rising levels of tolerance that drive them to seek ever longer sessions online, and withdrawal symptoms like anger and craving when prevented from logging on.” Sounds really familiar…of me checking my email every five minutes, of me getting all worked up that I don’t have access to the Net the other day, preventing me from watching the latest SNL spoof…my life had almost come to a stop. I guess my membership to this club should be confirmed then? But 2 hours really? Is there a super-membership as I believe I break a higher bar than that.

South Korea, with their savvy Net loving citizens are now in a crunch. They need to wean their population off the Net juice so to speak. Kids are dropping out of school it seems just to stay online…or worse, “dropping dead.” The government saves the day. Rescue camps have sprung up all over the place by the government to remind their people that pottery and drumming are not such bad alternatives. Seriously though, going by this, many of us with Net access are spending such time online, making us more the norm than the deviant entity in society. If kids are dropping out of school, lets focus on how schools are engaging/disengaging them versus shifting all the blame to online compulsions. The same behavior seen by them when they grow up will be perceived as having a great “work ethic.” After all, I don’t see boot camps springing up anytime soon for worker bees online…