The document summarizes a presentation about the "Donate your Facebook timeline" campaign by Alzheimer's Disease International. The campaign aimed to raise awareness of Alzheimer's by wiping out Facebook users' photos and posts for a day. Theories of persuasion like conditioning theory, social judgment theory, and the elaboration likelihood model were discussed in the context of the campaign. Recommendations were provided to make the campaign's persuasive messaging more effective.

1. Alzheimer’s Disease International
“Donate your Facebook timeline”
campaign
Group Presentation - MEDS 1143
Public Relations Foundations and Corporate Communication
Viera Ukropcova, Felix Baidoo, Susan Ibeh, Dmitry Zotov
13/11/13

2. Introduction
• Friday September 21st, 2012 => World Alzeheimer’s Day
• Ogilvy Brussels launches “Donate your timeline” before date
• Raise awareness of how it feels to have to live with
Alzheimer’s Disease by wiping out Facebook users’ photos,
conversations, etc.. for one day

3. The Campaign

5. Theories of Persuasion
• Conditioning Theory
• Social Judgment Theory
• Elaboration Likelihood Model

6. Campaign video

7. Conditioning Theory
• Linking positive emotions to a brand
or logo => connection between the
individual and subject => individual
takes action on own accord as
opposed to acting on a direct
command

8. Recommendation
• One sentence voice-over stressing the
statistics and impact of Alzheimer’s
disease
• Music – stronger evident dramatic tone
which would enhance emotional impact

9. Social Judgment Theory
• When people are presented with any kind of
persuasive proposal, the natural reaction is to
immediately find a way to sort the information
subconsciously and react.
• Information is compared with Anchor point – pre-set
attitude => falls into either:
1. The latitude of acceptance (Anchor point centre)
2. The latitude of non-commitment
3. The latitude of rejection

10. Social Judgement Theory
application
• Effective as within the target audiences’
latitude of acceptance – already held belief
that Alzheimer’s disease was negative =>
easy to take action

11. Elaboration Likelihood Model
• Form and change attitudes through:
CENTRAL
Individual evaluates information
presented based on how well it
supports their values
PERIPHERAL
Information is evaluated by how
attractive the source of
communication is
- Does not require thought
- Most effective when communication is able to bring to
mind relevant mental representation

12. ELM application
Peripheral route:
-Attractiveness of being part of ADI’s global awareness
- Media channel (Facebook) – attractive/ easy to partake
- Enhance image of participant among peers

13. Recommendation
Use central route:
- Personal stories + statistics => increase
relevance => higher degree of persuasion
through increasing Elaboration Likelihood
=> increase participation

14. Conclusion
Despite high world wide participation the
effectiveness of persuasion could have been
increased through recommendations =>
achieved greater awareness + deeper long
lasting understanding / support for the cause

15. References
• Cacioppo, J. T. and Petty, R.E. 1984. The Elaboration Likelihood Model of
Persuasion, in NA - Advances in Consumer Research Volume 11, eds. Thomas C.
Kinnear, Provo, UT : Association for Consumer Research, Pages: 673-675.
• O’Keefe, D. 2013. The Elaboration Likelihood Model. In (eds) James Price Dillard
and Lijiang Shen, The SAGE Handbook of Persuasion: Developments in Theory and
Practice. Los Angeles: Sage
• Power of Persuasive Speaking (n.d.).For All Your Speaking Needs. Retrieved from
http://westsidetoastmasters.com/resources/laws_persuasion/chap1.html [Accessed: 10
Nov. 2013].
• Salater, M. (2013). Aristotle and the Art of Persuasion. Available:
http://writtenbysumer.com/blog/2013/04/aristotle-and-the-art-of-persuasion/. Last
accessed 10th November 2013.
• Seiter J.S., Gass, R.H. 2003. Perspectives on Persuasion, Social Influence, and
Compliance Gaining, Pearson; 1 edition
• Strybos, N. 2012. Donate Your Facebook Timeline Won a European Excellence
Award. Available: https://social.ogilvy.com/donate-your-facebook-timeline-won-an-
european-excellence-award/. Last accessed 10th November 2013.
• YouTube. 2013. Alzheimer’s Available at: Day 2012 [online]. Retrieved from
http://www.youtube.com/watch?v=iit9IAn35mM [Accessed: 10 Nov. 2013].