Campaign Analysis: It Gets Better Project

The It Gets Better Project

Background

Background
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 timesas 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

Background

Goals
“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 it WILL get better” Dan Savage

In two months…
5000 user videos
15 million + views

SWOT
Strengths
Weaknesses
Threats
Opportunities

Audiences
Selected for them
Not much formal segmentation or formative research on key publics
Potential loss of focus
Going mainstream
Group AND media audience

Strategic Theories
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

Strategic Theories
Framing
The selection process, what is left behind and what is left out of the reporting, shaping, and presentations of news and information.

Strategic Theories
Framing elements of newsworthy stories:
Celebrity
Controversy
Injustice
Personal angle
Breakthrough

Tactics, Channels, Messages
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” (Zollerand Dutta, 2008, p. 135 )

Tactics, Channels, Messages
Two-way communication
Social Learning
Diffusion and influence through social networks
Elaboration likelihood model

Back to Formative Research
Identify target audience Y / N
Specify the target behavior Y
Elaborate intermediate responses Y
Ascertain channel use Y

Evaluation
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 the Trevor Project suicide hotline have increased 50%
It Gets Better Project first t-shirt drive raised $56,400 in 10 days

Evaluation
Implementation of planned campaign components
Impacts or effects on larger aggregations

Evaluation
“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)

Campaign Analysis: It Gets Better Project

by Andi Narvaez on Nov 22, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

Statistics

Campaign Analysis: It Gets Better Project — Presentation Transcript