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Wednesday 4 January 2012
Creative and Media Level 2 Higher Diploma
Unit Five - Campaign
Alexander Lewis
Portfolio
Project Research: Research on a variety of different campaigns, considering the messages and ideas, the target audience, how they have appealed to the target audience and the success of the campaign. This research also includes detailed descriptions and comparisons of the nature and purpose of the campaigns citing a range of well-detailed examples.
Awareness Campaign
NSPCC (National Society for Prevention of Cruelty to Children): The FULL STOP Campaign
About the Campaign
The FULL STOP Campaign was launched in March 1999 in London and hosted by Cilla Black following the establishment of a new organizational strategy. That launch was the peak – up to that point – of marketing and communications integration. This campaign was the NSPCC’s way of involving everyone in society with ending cruelty to children and it brought together so many people to provide services, campaign, work with others and educate the public. It was attended by Tony Blair, HRH Duke of York (Chairman of the appeal), Baby Spice and a number of key business leaders. Throughout the campaign, on-going support from celebrities, such as Madonna and Ewan McGregor, played a key part in raising public awareness of the cause and the celebrity endorsement helped a lot.
The key involvement device used in the campaign – asking the public to sign a pledge promising to do something to help end cruelty to children – proved highly effective. A door drop of twenty-three million items reached every home in England, Wales and Northern Ireland, while a further mailing reached one million existing donors and 1.5 million leaflets were distributed face-to-face.
Advertising
TV advertising ran on terrestrial and satellite channels, supported by press advertising in national newspapers and ethnic press. There were also a total of 8,242 poster sites used throughout the country.
The advertisements picked up on this theme, all featuring a number of children's icons – including Rupert the Bear, a teddy bear and Action Man – covering their eyes as a situation of abuse could be heard going on in the background. Viewers were left to infer cruelty from what they saw or heard – a powerful, but not explicit approach. One advertisement depicted a teenager's bedroom. A Rupert the Bear mug on the bedside table carried the words ‘One word of this to anyone and you're dead’.
Nature, Purpose and Messages of Campaign
The purpose of the FULL STOP Campaign was to raise awareness of the problem of cruelty to children, to communicate that the NSPCC had launched a campaign to end the problem, to generate support, and involvement in the campaign and to create huge PR and media coverage.
The unique selling point and message that the NSPCC wanted to get across was that “Together we can end cruelty to children”
3 week campaign
The charity believes that it was the biggest integrated campaign ever launched by the voluntary sector – and probably bigger than any commercial organization had ever undertaken in such a concentrated time scale.
Children must be protected from all forms of violence and exploitation
Everyone has a responsibility to support the care and protection of children
We listen to children and young people, respect their views and respond to them directly
Children should be encouraged and enabled to fulfil their potential
We challenge inequalities for children and young people
Every child must have someone to turn to
Target Audience
adults for charity
secondary - children so that they know to call childline
Slogan
“Cruelty to children must stop. FULL STOP n”
Success of Campaign
As well as ChildLine joining the NSPCC in 2006, our achievements include:
creating a pioneering online counselling service, which helped more than 1,000 young people to speak out for the first time about abuse they had suffered
helping to protect thousands of children from abuse – since the creation of the Child Exploitation and Online Protection Centre (CEOP) which the NSPCC campaigned for, more than 166 networks of sex offenders have been dismantled
working with more professional groups and local agencies to keep children safe. More than 5,000 professionals use our child protection site, Inform
gathering massive public support as part of the FULL STOP Campaign
helping more than 750,000 children, young people and families through our local services
increasing the amount of public support amongst adults -in 2009 more than 80 per cent of adults regularly told us that ending cruelty to children is one of their top causes – an increase of 65 per cent from the launch of FULL STOP in 1999.
These are just a handful of the milestones we reached between 1999-2009. We couldn’t possibly cover every achievement here, as the FULL STOP Campaign brought together so many people to provide services, campaign, work with others and educate the public.
‘Increasing awareness was critical because a campaign like this was only ever going to succeed on the basis of mass support and involvement from individuals and organisations throughout the UK,’ explained Marion Rose, the charity's Head of Marketing.
What we wanted to achieve was partnership. The NSPCC was leading the initiative, but we wanted to encourage everyone to participate in the campaign.’
‘The timing was also significant. The NSPCC had been in business for nearly 100 years – the end of the century was the ideal time to look at what had been achieved and create a vision for the future.’
A number of milestone events were arranged during the campaign period to keep its momentum going. These included a ‘Call to Action’ weekend, when campaigners went around the country setting up stalls in 1,500 shopping centres and public areas and encouraging people to sign the pledge.
‘We did have the odd qualm about the possibility of getting a negative reaction to the campaign because the advertising was very strong,’ says Marion Rose. ‘However, it proved to be hugely motivating. We were overwhelmed by support – getting out on the streets and being visible made the campaign more real to people.’
We campaign on a whole range of issues to help end cruelty to children in the UK. We also lobby for more specialist support for children who have been abused or neglected.
Campaigning to protect all children
The NSPCC's vision is to end cruelty to children in the UK. We campaign to change the law, provide ChildLine and the NSPCC Helpline, offer advice for adults, and much more. See what’s new with our work – or make a difference by volunteering or donating.
Very successful
References
http://www.nspcc.org.uk/what-we-do/what-weve-achieved/at-a-glance/what-weve-achieved-for-children_wda72320.html
http://www.nspccannualreview.org.uk/pdfs/10_Years_full_stop_campaign.pdf
Product or Event Campaigns
Apple: Think Different
About the Campaign
"Think Different" is an advertising slogan created for Apple Computer in 1997 by the Los Angeles office of advertising agency TBWA\Chiat\Day. Apple's use of the slogan was discontinued with the start of the Apple Switch ad campaign in 2002. The slogan appeared to have been a play on the venerable IBM "Think" motto coined by Thomas J. Watson, with IBM having been a direct competitor of Apple in the PC market. More explicitly, the Apple slogan served to challenge consumers who were wanting to buy IBM-derived Windows-based PCs to consider Apple as a smart alternative.
Advertising
It was used in a television commercial, several print advertisements and a number of TV promos for Apple products.
Television Commercials
Significantly shortened versions of the text were used in two television commercials, known as "Crazy Ones", directed by Chiat/Day's Jennifer Golub who also shared the art director credit with Jessica Schulman and Yvonne Smith. The voiceover was by Richard Dreyfuss. An unaired version featured the voice of Steve Jobs.
The words "think different" were created by Chiat/Day art director Craig Tanimoto. The text of the various versions of this commercial was written by Rob Siltanen and Ken Segall.
The one-minute commercial featured black-and-white footage of 17 iconic 20th century personalities. In order of appearance they were: Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon (with Yoko Ono), Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright and Pablo Picasso. The commercial ends with an image of a young girl (identified as Shaan Sahota, Singh's niece) opening her closed eyes, as if making a wish. The final clip is taken from the All Around The World version of the "Sweet Lullaby" music video, directed by Tarsem Singh.
The thirty-second commercial was a shorter version of the previous one, using 11 of the 17 personalities, but closed with Jerry Seinfeld, instead of the young girl. In order of appearance: Albert Einstein, Bob Dylan, Martin Luther King, Jr., John Lennon, Martha Graham, Muhammad Ali, Alfred Hitchcock, Mahatma Gandhi, Jim Henson, Maria Callas, Pablo Picasso, followed by Jerry Seinfeld. This version aired only once, during the series finale of Seinfeld.
Another early example of the "Think Different" ads was on February 4, 1998, months before taking the colors out of the logo, where a commercial aired with a snail carrying an Intel Pentium II chip on its back moving slowly, as the Power Macintosh G3 claims that it is twice as fast as Intel's Pentium II Processor.
Print Advertisements
Print advertisements from the campaign were published in many mainstream magazines such as Newsweek and Time. Their style was predominantly traditional, prominently featuring the company's computers or consumer electronics along with the slogan.
There was also another series of print ads which were more focused on brand image than specific products. Those featured a portrait of one historic figure, with a small Apple logo and the words "Think Different" in one corner, with no reference to the company's products. The familiar faces on display included Jim Henson, Richard Feynman, Maria Callas, Miles Davis, Martha Graham, Ansel Adams, Cesar Chavez, Joan Baez, and others.
Promotional Posters
Promotional Posters from the campaign were produced in small numbers in 24 x 36 inch sizes. They featured the portrait of one historic figure, with a small Apple logo and the words "Think Different" in one corner. The posters were produced between 1997 and 1998. There were at least 29 different Think Different posters created.
Nature, Purpose and Messages of Campaign
The Apple Campaign served to challenge consumers who were wanting to buy IBM-derived Windows-based PCs to consider Apple as a smart alternative.
Target of Audience
Success of Campaign
Upon release, the "Think Different" Campaign proved to be an enormous success for Apple and TBWA\Chiat\Day. Critically acclaimed, the spot would garner numerous awards and accolades, including the 1998 Emmy Award for Best Commercial and the 2000 Grand Effie Award for most effective campaign in America.
In many ways, the new ad campaign would mark the beginning of Apple's re-emergence as technical giant. In the years leading up to the ad, Apple had seen many of even its most staunch supporters switch over to other competitors in the market offering more sophisticated and better equipped processors. Even worse, the company had lost hundreds of millions of dollars due to the failure of Apple Newton, a billion-dollar project that proved to be critically, and commercially, unsuccessful. Appealing to the "counter-culture" image Apple had gained in its earlier years, the "Think Different" campaign, along with the return of Steve Jobs, put a bright spotlight on the company and consequently on many of the new products that were being announced, chief among them the immensely successful iMac personal computer and later the Mac OS X operating system.
References
Comparing Campaigns: Comparison between both of the campaigns.
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