 9 out of 10 LGBT students have experienced
harassment at school
 LGBT teens are bullied 2 to 3 times as much as
straigh...
“The It Gets Better Project was created to show young LGBT people the levels of
happiness, potential, and positivity their...
5000 user videos
15 million + views
Time
Technology
Endorsements
Technology
Loss of control
Timing around
Controversial
Issues
Mainstream
Loss of focus
Streng...
 Selected for them
 Not much formal
segmentation or formative
research on key publics
 Potential loss of focus
 Going ...
 Agenda-Setting
 An issue is illuminated;
its importance
acknowledged by the
general public, and
subsequently action is
...
 Framing
 The selection
process, what is left
behind and what is
left out of the
reporting, shaping,
and presentations
o...
 Framing elements of
newsworthy stories:
 Celebrity
 Controversy
 Injustice
 Personal angle
 Breakthrough
 Participatory Model of
Communication
 “The individuals in the
community are active in
all the programs and
processes, t...
 Two-way communication
 Social Learning
 Diffusion and influence
through social networks
 Elaboration likelihood
model
 Identify target audience Y / N
 Specify the target behavior Y
 Elaborate intermediate responses Y
 Ascertain channel ...
 Programmatic effectiveness
 October 20, 2010: 10 million video views on
YouTube
 October 21, 2010: President Obama pos...
 Implementation of
planned campaign
components
 Impacts or effects on
larger aggregations
“There seems to be some hope that this
campaign will have a positive impact on the
lives of bullied teens, that hope sprou...
Campaign Analysis: It Gets Better Project
Campaign Analysis: It Gets Better Project
Campaign Analysis: It Gets Better Project
Campaign Analysis: It Gets Better Project
Campaign Analysis: It Gets Better Project
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Campaign Analysis: It Gets Better Project

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A brief analysis of the "It Gets Better Project" started by Dan Savage and benefiting The Trevor Project and GLSEN.

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Campaign Analysis: It Gets Better Project

  1. 1.  9 out of 10 LGBT students have experienced harassment at school  LGBT teens are bullied 2 to 3 times as much as straight teens  More than 1/3 of LGBT kids have attempted suicide  LGBT kids are 4 times as likely to attempt suicide then our straight peers  LGBT youth with “highly rejecting” families are 8 times more likely to attempt suicide than those whose families accept them It Gets Better Project
  2. 2. “The It Gets Better Project was created to show young LGBT people the levels of happiness, potential, and positivity their lives will reach – if they can just get through their teen years.The It Gets Better Project wants to remind teenagers in the LGBT community that they are not alone — and itWILL get better” Dan Savage
  3. 3. 5000 user videos 15 million + views
  4. 4. Time Technology Endorsements Technology Loss of control Timing around Controversial Issues Mainstream Loss of focus Strengths Opportunities Weaknesses Threats
  5. 5.  Selected for them  Not much formal segmentation or formative research on key publics  Potential loss of focus  Going mainstream  Group AND media audience
  6. 6.  Agenda-Setting  An issue is illuminated; its importance acknowledged by the general public, and subsequently action is taken on the issues” (Wallack, Dorfman, et Al., 1993, p. 61
  7. 7.  Framing  The selection process, what is left behind and what is left out of the reporting, shaping, and presentations of news and information.
  8. 8.  Framing elements of newsworthy stories:  Celebrity  Controversy  Injustice  Personal angle  Breakthrough
  9. 9.  Participatory Model of Communication  “The individuals in the community are active in all the programs and processes, they contribute ideas, take initiatives, articulate their needs and problems, and assert their autonomy” (Zoller and Dutta, 2008, p. 135 )
  10. 10.  Two-way communication  Social Learning  Diffusion and influence through social networks  Elaboration likelihood model
  11. 11.  Identify target audience Y / N  Specify the target behavior Y  Elaborate intermediate responses Y  Ascertain channel use Y
  12. 12.  Programmatic effectiveness  October 20, 2010: 10 million video views on YouTube  October 21, 2010: President Obama posts video. Project reaches 100,000 supporter mark  Since launch, calls to theTrevor Project suicide hotline have increased 50%  It Gets Better Project first t-shirt drive raised $56,400 in 10 days
  13. 13.  Implementation of planned campaign components  Impacts or effects on larger aggregations
  14. 14. “There seems to be some hope that this campaign will have a positive impact on the lives of bullied teens, that hope sprouts out of the messages and comments that are sent to Dan Savage on his blog.” (Bamieh, 2010)

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