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  3. 3. CONTENTS 6 8 10 12 14 18 20 22 32 34 About BLUEPRINT Executive Summary The Brief Target Audience Las Campeonas de la Salud Findings & Insights Creative Strategy & Direction Creative Executions Integrated Media Plan & Budget Conclusion
  4. 4. 6 7 ABOUT BLUEPRINT Scott Picanço Account Manager Christian Muñoz Account Planner Errol Villasanta Account Planner Sylvia Leung Creative Director An advertising major with an emphasis in management, Scott is the account manager. A musician of 15 years, Scott is a charismatic and versatile individual with leadership qualities that come at the expense of being a detail-oriented perfectionist. His luchador name is El Fuego de Oro. Made in Mexico, but 100% California grown. His cat like curiosity for culture, diversity and art drove him to study ad- vertising at SJSU. His mom’s cooking is so good, Christian practically grew up in a Mexican restaurant and that’s why his luchador name is: El (Taco) Dorado! Christian will be the first in his family to graduate from college this year. A former luchador skilled in the arts of student loan attainment and procrasti- nation, Errol is what one can describe as an awesome person. When he’s not raiding the closets of hipsters or disrupting Sylvia’s long walks on the beach, he is seen making unscrupulous amounts of monopoly money and donating it to charity. Sylvia is a Libra. She enjoys sunsets and long walks on the beach—but more like long voyages on starships. Her lucha- dora mission is to explore interesting and new creative strategies, to seek out new designs and new skills, to boldly go where no luchadora has gone before.
  5. 5. 8 9 EXECUTIVE SUMMARY Las Campeonas de la Salud is an inspiring group of motivated mothers at McKinley elementary, who are champions of health! They understand the importance of a healthy family and strive to educate, inform and engage their struggling communities to make better choices as a whole. Most recently, the mothers at McKinley have identi- fied habitual pot smoking teenagers as an increasing negative influence on their impressionable children and their east San Jose community. Reportedly, the teens are often out late on their bikes and skate- boards, unsupervised and blatantly disrespectful towards family and adults. Their lack of ambition can be attributed to poor academic performance and the resulting lack of opportunity, which limits their job offers and ability to do better for themselves and their community. Our objective is to instill a fighting LUCHADOR spirit in these at-risk and misguided teens through peer-to- peer oriented communications that provide advice and support with honest and relatable content. Through our integrated marketing campaign, we aim to link teens with positive role models that overcame adversity and model the LUCHA y LOGRA spirit: Strong, healthy and productive individuals.
  6. 6. 10 11 THE BRIEF THE CHALLENGE PRIMARY OBJECTIVE While Las Campeonas have positively impacted their community as educators and practitioners of health, their outreach efforts have been primarily limited to other mothers and young children. In order to ensure positive change and communal well being, it is crucial for Las Campeonas to bridge the generations divide by reaching out to teens, to exhibit good habits for impressionable youth to emulate. Las Campeonas fear their children will sucumb to bad habits and peer pressure when they reach adolescence. They recog- nize habitual drug use in their neighborhood as a clear threat to their mission of a nurtur- ing community that fosters growth, and they want to see a rejection of drug culture in their community. To impact and modify the habits and behaviors of at-risk 13-19 year old teenagers in regards to health, education and lifestyle choices. To effectively reach as many young adults in east San Jose, without sounding preachy or patronizing and decrease drug use and poor eating habits, while promoting higher education as a pathway to a better quality of life.
  7. 7. 12 13 TARGET AUDIENCE Hispanic teenagers ages 13-19, residing in east San Jose. As children of recent immigrants (generation 1.5), these young adults often surpass their parents’ level of education by high school. As such, they are overwhelmed by the academic diligence not exemplified by their non-English speaking parents. This proves challenging to the traditional family dynamics because the child also has the added advantage of being bicultural, bilingual and tech-savvy. As a result, this demographic has an abundance of personal freedom and a lack of guidance and respect for their elders. Throughout adolescence, these troubled youth turn to their peers, whom they perceived to be better informed and attuned with their daily struggles and coping strategies outside the home. Misguided by thrill seeking behavior, convenient store-dollar menu diets, drug use and gangs, they excuse themselves of personal and family responsibilities. They are in danger of losing sight of the American Dream and the reason their parents migrated to this country. Their parents fought and sacrificed to give them a better life, but Hispanic teens fail to invest in higher educa- tion and changing habits (diet and drugs) to a better their lives and break the cycle.
  8. 8. 14 15 LAS CAMPEONAS DE LA SALUD HISTORY INTERNAL STAKEHOLDERS COMMUNICATIONS & MESSAGING EXTERNAL PARTNERS Las Campeonas is a partnership that formally began in 2008 between McKinley Elementary School and San Jose State University Health Science Department. Dr. Kathleen Roe, chair of the department, was in the process of creating a community-based project in San Jose with a three-year grant she received that required her to fulfill a service-learning proj- ect in the local community. She conferred a professor who was involved in Communiver- city, a partnership between San Jose State University, Five Wounds/Brookwood Terrace communities, and the city of San Jose. The impressionable children, parents and the struggling neighboring communities of McKinley Elementary. This includes the subsidiary organization of Las Campeonas like Las Flores and Los Pajaritos. San Jose State University and it’s Health Science Department also has a vested interest in the success of Las Campeonas since they were instrumental in it’s inception. Las Campeonas work to communicate the idea of direct parental involvement with children in school. A major issue that has plagued the Latino immigrant community is the consistent high school dropout rate, which currently stands at 17.6% As a result, the value of obtaining an education has not been embedded in the current young generation, and thus, parents are not actively involved in their children’s studies. Las Campeonas encompasses the direct involvement of immigrant Latino parents with their children’s lives and schoolwork. Las Campeonas several events that actively involve Latino parents in educating their children about the importance of good health, a good education, and the dangers of drug abuse. These events are called La Cultura, La Piyamada, and La Pulga and all of them serve as ways for Latino parents of the McKinley community in similar socio-eco- nomic situations to make a better world for their children. External Stakeholders for Las Campeonas de Salud all have a deep-rooted interest in the success of Las Campeonas. Those stake- holders include the Franklin-McKinley School District, CommUniverCity, the San Jose State University Health Science Department, and Kaiser Permanente. Dr. Roe heard about McKinley Elementary School, a small school with a predominantly Mexican immigrant enrollment in need of resources, and contacted Aurora Garcia, president at McKinley. They began working together in 2006 with health and educational events that brought hundred of families together. Las Campeonas was officially formed in 2008 and is now a branch of Salud Familiar, which oversees Las Campeonas and other programs ran at McKinley by San Jose State University’s Health Science Department. Among these programs is Las Flores, which provides health, educational, and leader- ship workshops for children. Recent pilot programs, such as Comida Casera, provide food insecurity research and healthy cooking sessions and revealed the need for a Second Harvest Food Bank drop-off site at McKinley. Topics discussed at meetings include exercise and physical activity, healthy eating habits, and strong relationships and emotional vitality. Meeting are facilitated in Spanish and English and all young children are more than welcome.
  9. 9. 16 17 LAS CAMPEONAS DE LA SALUD BRAND VALUE PROPOSITION BRAND IDENTITY BRAND ARCHITECTURE Promising to provide 13-19 year old teenagers and other Hispanic immigrants with resourc- es, opportunities, and workshops to give back to the community and provide them with opportunities to succeed. Understanding the significance and impor- tance of a healthy family and working to communicate effectively with struggling young teenagers about the significance of a healthy lifestyle free of drug use. Salud Familiar Las Campeonas is now a branch of Salud Familiar. Founded in 2007, Salud Familiar supervises Las Campeonas and the rest of the community-based programs offered at McKinley Elementary. Cafecitos An organization consisting of the same group of mothers who discuss reading, safety, health, standards in language arts, science and math, standardized testing, and tardy and absence policies. Las Campeonas brings a bit more leadership to the Cafecitos. CommUniverCity A partnership between central San Jose communities, the City of San Jose, and San Jose State University. Started in 2005 at San Jose State University as a way to provide hands-on experience working in communities with real issues. Their mission is to “build community by engaging residents and students in service learning projects that accomplish neighborhood-driven goals.” Las Flores and Los Pajaritos Two after-school children’s health programs inspired by Las Campeonas by children who wanted to have their own group. Issues discussed include self esteem, bullying, nu- trition, and physical exercise. Health Science students from San jose State University also organize a summer program to compensate for the lack of physical activities for the children. Activities include art, cooking, and physical activities. “As mothers, las Campeonas know that health is central to their children’s success in school and in life. They also know that prevention and a healthy home are the foundations for the health of their families.” “Las Campeonas de la Salud is a motivated group of McKinley mothers who are cham- pions of health and advocates of a better community!” “While Las Campeonas communicate change via educational workshops, cooking classes, guest speakers, and physical activities to mothers and young children... it’s important to reach out to the intermediate generation of bicultural teens to bridge the gap in their communication efforts.” Ultimately, Las Campeonas are about being champions and fighters against the issues that debilitate the youth and future of their community. They participate primarily in engaging workshops including Grupo de Apoyo and the Family Giving Tree.
  10. 10. 18 19 FINDINGS & INSIGHTS The McKinley neighborhood is 88% Latino and and 10% Vietnamese. A predominantly Latino neighborhood, the McKinley commu- nity is abundant with taquerias, panaderias, mexican grocery stores, and small shops that cater specifically to Latinos. Highway 280 divides a sprawling renovated Vietnamese business district known as “Little Saigon” with the McKinley side plagued with obvious signs of poverty. The city of San Jose has often neglected the neighborhood and does not consider it a priority for renovation, ignoring the housing and living conditions that have plagued this community for years. Graffiti can be seen on the walls, bins and signs while trash has piled up the sides of streets and lawns. Houses are small and often ramshackled with poor landscaping. Additionally, the neighborhood is sandwiched between a mobile home park and low-income apart- ments. Young children and teens can often be seen roaming the streets by themselves or in groups on bikes, unsupervised. The biggest issue, however, is the gang activity, which has run rampant on these streets and is further bolstered by the lack of response by the San Jose Police Department, who only staff a mere 900 officers in a city of over one million people. Moreover, there have been complaints of landlords and their lack of screening potential renters and monitoring gang activity among tenants. Academically, the McKinley community continues to struggle in comparison the rest of San Jose elementary schools with an Academic Performance Index of only 728 compared to California’s average of 778. The ethnic distribution of those scores yields an API score of 726 for Latinos, which falls far behind the Asians score of 847. Additionally, 39% of McKinley parents did not graduate from high school. These numbers and statistics illustrate the socio-economic inequalities faced by immigrant students in this community.
  11. 11. 20 21 CREATIVE STRATEGY & DIRECTION THE BIG IDEA STRATEGY PARTNERSHIPS INSPIRATION Our campaign is a call to action: LUCHA y LOGRA! (Fight and Achieve) The objective is to instill a fighting LUCHADOR spirit in at-risk teens through positive role models their age that exemplify what it means to be a champion of health, education and adversity. Simply put: Life is hard. You can struggle or you can struggle upwards. The tone of our campaign will be peer-friend- ly, humorous and uplifting. Never patronizing or preachy. The campaign addresses 3 items: The discouragement drug use The need to change eating habits To encourage success through higher education The best way to motivate change in youth is through humor and storytelling, not demands or instruction. The idea that the luchador is the hero in which he defends himself against harmful consumption of drugs and unhealthy foods. We wanted to personify unhealthy foods and drugs as real-life problems that can easily temptate a young Latina/o on a ‘dollar menu’ budget. The luchador represents a hero who fights to ward off these unhealthy habits and works to achieve a greater goal in life. Equal Opportunity Program (EOP) We hope to partner with EOP and their mentorship program to adopt our luchador campaign and spread our message via their regular legacy tours, panel discussions and summer bridge program. Through this effort, we’ll expand our outreach to hundreds of youths in San Jose. Luchador shirts, stickers and logos on posters and brochures will help reach, guide and motivate hispanic teens into breaking the cycle of bad habits by exposing them to exemplary peers who have fought and beat adversity: As admirable and relat- able role models who are unsung champions for their community. When looking for a hero, role models and inspirational figures, we thought of Cesar Chavez, but felt a younger generation need- ed a new figure. Given the current absence of visible real life leaders that speak to their age group... we turned to fictional heroes and iconography. We started with a humorous tone by char- acterizing “Talking Tacos,” but ultimately settled on the Luchador figure for their symbolism of strength and resilience. Also, “Lucha” means both “to struggle” and “to fight,” which further guided our narrative for the campaign. We hope to communicate to the target audi- ence that they have a responsibility to them- selves and future generations to improve their current situation by fighting through the obstacles that affect their community. They should be seen as the trailblazing generation, not the lost generation.
  12. 12. 22 23 CREATIVE EXECUTION Our creative execution is structured around creating an eye-catching campaign with as much interactivity as possible. The emphasis on social media and a viral advertising strat- egy will help effectively reach as much of the target demographic as possible with keeping them aware and active in our campaign by utilizing a cultural symbol representing strength and empowerment. Distributing images, posters, video shorts on YouTube, elaborate social media campaigns, and other media outlets will provide the young at-risk population with consistent exposure to our message. TONE & MOOD We wanted the look and feel of the whole campaign to mimic the action and excitement of lucha libre atmosphere. To accomplish this, we used colors that were warm and vibrant. The typography for the slogan and headers are big and bold in a font that is reminiscent of vintage lucha libre posters. The rest of the typography is clean and focused that should be legible and is easily read. The imagery is a mix of photographic manip- ulations, live-action style, and a cartoon style. Both styles embody the same message, but whereas the live-action style would appeal more to the older kids within the target audience, the cartoon style would appeal more to the younger kids.
  13. 13. 24 25 CREATIVE EXECUTION PRINT MEDIA Our print media will include posters that will feature imagery of luchadors fighting and defeating personified versions of bad foods and drugs. FIGHT & ACHIEVE! Life is hard. You can struggle or you can struggle upwards. FIGHT & ACHIEVE! Life is hard. You can struggle or you can struggle upwards. FIGHT & ACHIEVE! Life is hard. You can struggle or you can struggle upwards. FIGHT & ACHIEVE! Life is hard. You can struggle or you can struggle upwards.
  14. 14. 26 27 CREATIVE EXECUTION PRINT MEDIA Paper luchador masks are also distributed to the kids where they can imagine themselves as a luchador fighting the evils of bad foods and drugs. Other print materials include t-shirts. Luchador stickers/bumper stickers will printed and handed out liberally to mark the arrival of the luchadores and will identify an establishment, home or a car as an active luchador. Much like how graffiti claims a wall, the stickers will symbolize La Lucha to Lograr. FIGHT & ACHIEVE! Life is hard. You can struggle or you can struggle upwards. FIGHT & ACHIEVE! FIGHT & ACHIEVE!
  15. 15. 28 29 CREATIVE EXECUTION FACEBOOK SOCIAL MEDIA San Jose is a city vividly adorned with art. The colorful cultural murals showcase the city’s rich history and pride however, the amateur graffiti art reflects poorly on its’ neighborhoods. Through street art, we have an opportunity to directly reach at-risk youth through visual communication. With the per- mission of store owners and law enforcement in latino dense neighborhoods, we plan to advertise the “Lucha y Logra Campaign” with the assistance of Mexican Heritage Plaza. Posts will regularly include: Luchador stories Tips to stay healthy- Mi Pueblo Links to all other social media content- YMCA Hashtags: #luchaylogra, #fight2achieve Shareable news about health and the latino community including easy recipes: Ovens: Not Just For Pots and Bags! Imagery online will feature fighting scenarios between luchadors and bad foods and drugs in live-action style. Certain icons and imagery might also feature the cartoon style.
  16. 16. 30 31 CREATIVE EXECUTION TWITTER INSTAGRAM @Talking Taco - “Let’s Taco Bout’ it” An advice forum for teenagers that is spoken in a neutral, relatable, and conversational tone. Users can ask health, food, relationship questions by ending their post with @talkingtaco. Talking Taco gives advice in a crude, neutral, and truthful form. #munchieconfessions A campaign launched on twitter that asks users to submit their own bad eating habits that result from drug abuse or general lifestyle through the hashtag #munchieconfessionals. Certain confessionals will be highlighted as posts for Facebook and Instagram. Used to create awareness about the prevalence of unhealthy eating habits within the latino community. Posts will be: Bold Colors Action Photos Minimal text #luchaylogra Luchador Pledge With provided masks, users post pictures of themselves as “luchadors” as a New Year’s pledge to join the cause of fighting harmful substances by choosing instead to align themselves with positivity. Goal: Inspire Latino Youth to frame the everyday struggles and problems they encounter with health and success as part of being a Luchador.
  17. 17. 32 33 MEDIA PLAN & BUDGET INTEGRATED MEDIA PLAN 2014/2015 SCHOOL YEAR BUDGET Our entire campaign was completed without a budget in place. Any additional expendi- tures for promotional activities, social media campaigns, and media buying and planning will be funded through sponsorships, dona- tions, and grants. AUG 2014 facebook twitter linkedin instagram prints blog email newsletters SEP 2014 OCT 2014 NOV 2014 DEC 2014 JAN 2015 FEB 2015 MAR 2015 APR 2015 MAY 2015 JUN 2015 JUL 2015
  18. 18. 34 35 CONCLUSION The concept of utilizing the iconic luchador as a hero and champion encompasses the fighting spirit of Las Campeonas to be champions of good health, rejecting drug culture, and valuing an education. There are many obstacles for Las Campeonas to overcome when dealing with a volatile younger generation that has slowly em- braced drug abuse as a normal habit while simultaneously disregarding the significance of an education and a healthy diet. Being that the McKinley neighborhood is predominantly Latino community, we felt the legacy of the luchador would be the most effective way to grab the attention of the target demographic of at-risk 13-19 year old teenagers. “Lucha y Logra” combines the image of a luchador, and all the associated attributes that come with it, with a plea for teenagers to fight now to achieve success for the future. Utilizing the excitement of lucha libre, we focussed on a comprehensive print media campaign that includes t-shirts, bumper stickers, and posters. Moreover, we focussed a majority of our campaign on social media, considering it the most consumed media for this demographic. Additionally, we have plenty of channels within the social media spectrum to reach these teenagers ranging from Facebook to Instagram. We also felt the need to create new partnerships with the many grassroots organizations that give back to the communities of San Jose. Although McKinley is only a small neighbor- hood and microcosm to the overall issue of socio-economic issues, we hope that the “Lucha y Logra” campaign can impact and modify the attitudes and behavior of the young disadvantaged Latino teenagers of the McKinley community by supplying them with a cultural icon that can transcend language and socio-economic barriers.