Get this, after designing this simulation, I found this video on YouTube...
http://www.youtube.com/watch?v=VfDyD4avQAE
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DESIGN AN ADVERTISEMENT CAMPAIGN
THEME: USE PROTECTION
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
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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.
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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.
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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."
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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”...
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