Course Project: Publicity Campaign Proposal
More than four decades ago, the Ad Council partnered with Keep America Beautiful to create a powerful visual image that dramatized how litter and other forms of pollution were hurting the environment, and how every individual has the responsibility to help protect it. The ad, which featured Native American actor Iron Eyes Cody, "The Crying Indian," first aired on Earth Day in 1971. Created by ad agency Marstellar, Inc., the campaign used the line, "People Start Pollution. People can stop it." The ad became one of the most memorable and successful campaigns in advertising history and was named one of the top 100 advertising campaigns of the 20th Century by Ad Age Magazine.
-Ad Council website (2015)
Social change requires the committed actions of the many, not the few. This week, you create a cohesive publicity campaign proposal designed to maximize public exposure and support for your social change issue.
To prepare for this Assignment:
• Review the Topic Exploration and Analysis you developed in Week 2.
• Review the Literature Review you developed in Week 3.
• Consider insights gained about the effectiveness of publicity campaigns from this week's Discussion and Learning Resources.
• With the potential solutions and steps you identified in the Literature Review in mind, as well as other relevant information you gained through your research, consider how you might most effectively reach out to the public for support on this issue.
• What message or messages would you craft? To whom would they be addressed?
• How would you deliver your message(s) to most effectively reach the intended audience(s)? Consider the pros and cons of all forms of information dissemination. These include the Internet (websites, blogs, social media sites), print ads, TV and radio ads, PowerPoint presentations, community posters and pamphlets, billboards, speaker presentations, community gatherings, and phone campaigns.
To complete this Assignment:
• In a 2- to 3-page paper, describe your proposed overall approach and process for publicizing your social issue. Address the following:
o Briefly describe the social issue and what you would like to achieve through this publicity campaign.
o To whom would you reach out? Why? (Note: Think creatively about the support you would most like to have and most need.)
o How would you reach out? What methods would you use to inform and inspire? Why?
o Are there any groups or individuals with whom you would most like to connect? Why?
o What messages would you incorporate into your campaign? Why do you think this messaging would resonate with potential interested individuals or groups? (Note: Messaging can be different for different intended audiences.)
o In launching this campaign, what would be the first step you would take and why?
o In a conclusion to this essay, explain why you believe that this approach will be successful. Be sure to align your rationale to the social issue.
o Be sure to include an introduction, body, conclusion, and reference page, using APA format to cite each of your sources.