Case Study NikeIssues-based CampaignsIssues based mes.docx

Case Study:
Nike
Issues-based Campaigns
Issues based messaging
Research from FleishmanHillard shows that two-thirds of U.S.
consumers say they have often or sometimes stopped using
certain products or services because the company’s response to
an issue didn’t support their personal views.
Consumers will reward you for doing the right thing. And they
will enthusiastically punish you for behaving otherwise.
There’s a link between a consumer’s passion for an issue and
her expectation that a brand will do something meaningful to
address it.
Racism, gender discrimination and unemployment, are the
issues that rank as “extremely/very important” to the kinds of
consumers who are most actively engaged with brands.
Will your core demographics abandon you for getting involved
in controversial subjects? Probably not.
61 percent of those surveyed said that, even if they disagree
with a company’s position on an issue of importance, they give
that company credit for expressing its views.
If a company's customer base includes millennials, there’s an
even higher expectation that it speak out (75 percent).

Words aren’t enough; consumers are watching actions.
The research found that 47 percent of engaged customers are
less or not at all likely to purchase from companies whose
business practices are inconsistent with their CSR promises.
Nike – what’s in a name?
What comes to mind?
Brand attributes?
Brand values?
Brand strategy?
Nike by the numbers
#18 Forbes Most Valuable Brands
INDUSTRY Apparel/Accessories
FOUNDED 1964
EMPLOYEES 74,400
SALES $35.3B
HEADQUARTERS Beaverton, Oregon
Nike’s long history of social ads
The "Just Do It" campaign, created by the Wieden+Kennedy
agency, launched in 1988.
The first commercial in the campaign featured 80-year-old Bay
Area icon Walter Stack, who ran approximately 62,000 miles in
his lifetime.

Nike's first "Just Do It" spot in 1988 addressed ageism when it
featured 80-year-old Bay Area icon Walter Stack, who ran
approximately 62,000 miles in his lifetime.
https://youtu.be/p_xozTo6wrU
A year later, the company advocated for people with disabilities
in a spot starring Paralympian Craig Blanchette.
https://youtu.be/Z0fx8Ez8kMk
What was going on in 1989 with regard to people with
disabilities?
During much of the 1980’s, the disability community’s efforts
in Washington were focused on reinstating civil rights
protections which had been stripped away by negative Supreme
Court decisions. The longest legislative battle was fought over
the Civil Rights Restoration Act (CRRA), first introduced in
1984 and finally passed in 1988.
The Americans With Disabilities Act was introduced to
Congress in 1988, finally passing in July of 1990.

Here is a history of the ADA Act:
https://dredf.org/about-us/publications/the-history-of-the-ada/
A 1995 "Just Do It" ad featured openly gay, HIV-positive
runner Ric Munoz. AIDS activists applauded Nike for the
campaign.
https://youtu.be/NSZCrZ0tij0
1994
AIDS becomes the leading cause of death for all Americans
ages 25 to 44.
On February 17, Randy Shilts, a U.S. journalist who covered the
AIDS epidemic and who authored And the Band Played On:
Politics, People and the AIDS Epidemic, dies of AIDS-related
illness at age 42.
On May 20, the U.S. Centers for Disease Control and
Prevention(CDC) publishes Guidelines for Preventing
Transmission of Human Immunodeficiency Virus Through
Transplantation of Human Tissue and Organs.
On August 5, the U.S. Public Health Service recommends
that pregnant women be given the antiretroviral drug AZT to
reduce the risk of perinatal transmission of HIV.
Pedro Zamora, a young gay man living with HIV, appears on the
cast of MTV’s popular show, “The Real World.” He dies on
November 11 at age 22.
On December 23, the U.S. Food and Drug Administration (FDA)
approves an oral HIV test, the first non-blood-based antibody

test for HIV.
The U.S. Department of Health and Human Services (HHS)
issues guidelines requiring applicants for grants from
the National Institutes of Health (NIH) to address "the
appropriate inclusion of women and minorities in clinical
research."
1995
On February 23, Greg Louganis, Olympic gold medal diver,
discloses that he is HIV-positive.
In June, the U.S. Food and Drug Administration (FDA)
approves the first protease inhibitor. This ushers in a new era of
highly active antiretroviral therapy (HAART).
Eric Lynn Wright, a.k.a. rapper Eazy-E, died on March 26 from
an AIDS-related illness one month after being diagnosed.
On June 27, the National Association of People With AIDS
(NAPWA) launches the first National HIV Testing Day.
On July 14, the U.S. Centers for Disease Control and
Prevention(CDC) issue the first guidelines to help healthcare
providers prevent opportunistic infections in people infected
with HIV.
President Clinton establishes his Presidential Advisory Council
on HIV/AIDS (PACHA). The Council meets for the first time on
July 28.
On September 22, CDC reviews Syringe Exchange Programs --
United States, 1994-1995. The National Academy of
Sciences concludes that syringe exchange programs should be
regarded as an effective component of a comprehensive strategy
to prevent infectious disease.
President Clinton hosts the first White House Conference on
HIV/AIDS on December 6.
By October 31, 500,000 cases of AIDS have been reported in

the US.
Nike touched on gender issues again in 2012 with its "Voices"
ad, which celebrated the 40th anniversary of Title IX.
https://youtu.be/rK9lLqASGDY
Nike released the "What Will They Say About You?" ad in
2017, which featured five Middle Eastern women pushing social
norms to succeed in sports like boxing and skateboarding.
https://youtu.be/F-UO9vMS7AI
https://www.aljazeera.com/indepth/features/2017/03/eu-hijab-
ruling-affect-muslim-women-170316073040916.html
https://www.theguardian.com/commentisfree/2017/mar/15/hijab
-ruling-muslim-women-religious-identity-european-court-of-
justice-resistance
https://www.facebook.com/SportsIllustrated/videos/3086071599
30701/

2016: Police Brutality Sparks Outrage
The Black Live Matter campaign began in 2012, reaching
critical mass in 2016.
https://www.abc.net.au/news/2016-07-14/black-lives-matter-
timeline/7585856
Black Lives Matter Goes “Global” in 2016
https://www.buzzfeednews.com/article/susiearmitage/2016-was-
the-year-black-lives-matter-went-global
Raising awareness
High profile athletes have previously used their platform and
status to raise awareness
to issues affecting minorities in the U.S.
NBA players include Dwyane Wade, Chris Paul, LeBron James
and Carmelo Anthony
Raising Awareness
Kaepernick was the first NFL player to kneel during the
national anthem before games in 2016 to protest racial
inequality and police brutality. Critics saw the protest as
disrespectful to the military, with President Donald Trump
calling for players who protested during the anthem to be fired.
Taking a stand…
Coliln Kaeperick began sitting during the national anthem in the
2016 pre-season.
"I am not going to stand up to show pride in a flag for a country
that oppresses black people and people of color," Kaepernick
told NFL Media in an exclusive interview after the game. "To
me, this is bigger than football and it would be selfish on my
part to look the other way. There are bodies in the street and

people getting paid leave and getting away with murder."
Taking a stand, whatever the cost
"This is not something that I am going to run by anybody," he
said. "I am not looking for approval. I have to stand up for
people that are oppressed. ... If they take football away, my
endorsements from me, I know that I stood up for what is right."
Initially, the NFL response was supportive
The 49ers issued a statement about Kaepernick's decision: "The
national anthem is and always will be a special part of the pre-
game ceremony. It is an opportunity to honor our country and
reflect on the great liberties we are afforded as its citizens. In
respecting such American principles as freedom of religion and
freedom of expression, we recognize the right of an individual
to choose and participate, or not, in our celebration of the
national anthem."
Niners coach Chip Kelly told reporters Saturday that
Kaepernick's decision not to stand during the national anthem is
"his right as a citizen" and said "it's not my right to tell him not
to do something."
Taking a stand by taking a knee
By the beginning of September 2016, Kaepernick was kneeling
instead of sitting during the national anthem — he wanted to
clarify that his protest was not about disrespecting the U.S.
military.
Kneeling as an expression
of reverence and submission.
as a mark of respect.

Shaping the messaging
The history of the National Anthem at sporting events
It is a tradition in the United States to play "The Star-Spangled
Banner", the national anthem, before sporting events.
According to the United States Code, those present should stand
at attention with right hand over heart.
It's noteworthy, this tradition only acquired widespread practice
after the year 2001, while National Football League (NFL)
players were not mandated to be on the field for the playing of
the national anthem until 2009.
In 2016 the NFL stated that "players are encouraged but not
required to stand during the playing of the National Anthem";
its game operations manual reads that players "should stand" for
the anthem.
The people of the United States are divided on the intended
meaning of the anthem. Some believe it salutes military and
police officers who have died on duty; for others, it honors the
United States generally.
Between 2012 and 2015, the Department of Defensegave $6.8
million to teams across all major sports in exchange for holding
various military and patriotic events at their games, including
the performance of the national anthem.
Shaping the messaging
"After hours of careful consideration, and even a visit
from Nate Boyer, a retired Green Beret and former NFL player,
we came to the conclusion that we should kneel, rather than sit,
... during the anthem as a peaceful protest," said Eric Reid. "We
chose to kneel because it's a respectful gesture. I remember

thinking our posture was like a flag flown at half-mast to mark
a tragedy."
Groundswell of support
Dubbed the #TakeAKnee movement, the silent act of protest
quickly spread to include members of the Seattle Seahawks, the
Denver Broncos and other NFL players, plus female soccer
star Megan Rapinoe, high school athletes and more. Some
people also chose to stand and link arms instead of kneeling.
Megan Rapinoe, the national team soccer player, knelt during
the national anthem before a game between the United States
and the Netherlands on Sept. 18, 2016.
Members of the Miami Dolphins knelt during the anthem before
a game against the New England Patriots in 2016.
Blackballed
In March 2017, Kaepernick opted out of his contract with the
49ers. The quarterback hasn’t been hired by another team since
— despite, as Sport’s Illustrated has noted, the fact that he
threw 16 touchdowns and only 4 interceptionsthis link opens in
a new tab in 2017.
Trump weighs in
, President Donald Trump weighed in on the protests in
September 2017 with a series of tweets, stating — among other

things — that NFL owners should fire players who do not stand
for the anthem, as it is disrespectful to the American flag and
military.
During a rally speech in Alabama that same month, Trump told
the crowd, “Wouldn’t you love to see one of these NFL owners,
when somebody disrespects our flag, say, ‘Get that son of a
bitch off the field right now. Out, you’re fired.’ “
Accolades
Kaepernick was honored with the 2017 Sports Illustrated
Muhammad Ali Legacy Award.
Timeline
https://www.nytimes.com/2019/02/15/sports/nfl-colin-
kaepernick-protests-timeline.html
Current Situation
Colin Kaepernick, the former San Francisco 49ers quarterback
— and leader of polarizing protests during the national anthem
— has not played since 2016, when he opted out of his contract
with the San Francisco 49ers.
He has since accused team owners of collusion to keep him out
of the league.
Recent settlement reached for under $10 million
Labor Day 2018
It all started with a tweet…

The print ad
The brand's new ad features a close-up of the former NFL
quarterback Colin Kaepernick with the words "Believe in
something. Even if it means sacrificing everything." The
reference to sacrifice most likely links Kaepernick's going
unsigned in the NFL to his kneeling during the national anthem,
which he did in 2016 to protest racial injustice and police
brutality.
BIG STATEMENT
The Actual Commercial
Nike released a commercial narrated by Kaepernick that
features a wide range of athletes, including inspirational
amateurs, Serena Williams, and LeBron James.
While the ad shows essentially all the athletes playing sports,
Kaepernick appears only in the final seconds. He is wearing not
football gear, but a turtleneck and a tan coat.
Why?
The Actual Commecial
https://youtu.be/Fq2CvmgoO7I
Results…
Nike and its ad were top-trending terms on Twitter on Monday
when the ad was tweeted by Kaepernick.
Nike has already seen more than $43 million worth of media
exposure, nearly $19 million worth of which was

positive, according to Apex Marketing Group data reported by
Bloomberg.
Results
Shares of the sneaker giant fell more than 2% in early trading
Tuesday following the former quarterback's tweet
Nike Loses $3.75 Billion in Market Cap After Colin Kaepernick
Named Face of ‘Just Do It’ Ads
It's not clear how much of Tuesdays' decline was actually
related to the backlash. Other sneaker companies including
Adidas were down similar measures thanks ongoing trade war
negotiations between the White House and other countries.
Results
Trump famously tweeted that Nike is getting absolulety killed,
but…
Apex Marketing Group data reported by Bloomberg found that
the overall social-media sentiment in the 24 hours after the new
Nike campaign's unveiling was much more positive than
negative.
A few weeks later…
The $6 billion increase in overall value that Nike has
experienced since Labor Day 2018 clearly overshadows their
efforts (though to be clear, the US Open — which concluded
about a week after the ad was released — and the official start
of the NFL season have been known to drive Nike sales too).
Backlash
This week, some have threatened to boycott Nike and destroyed
its products in images posted to social media.

Boycott Backlash
The boycott threats have died down faster than past comparable
calls, according to Tickertags, a firm that analyzes social media
for frequency of keywords.
"From a broader perspective, mention frequency of the tag
[boycott] is showing a noticeable spike in the near term, but
falls short of other recent boycott movements," Tickertag
analysts wrote in a note.
NFL Response
"The National Football League believes in dialogue,
understanding and unity. We embrace the role and responsibility
of everyone involved with this game to promote meaningful,
positive change in our communities," the statement read.
"The social justice issues that Colin and other professional
athletes have raised deserve our attention and action."
NFL Response
In July of 2018 the league suspended a new rule owners had
passed in the spring that said players on the field must stand for
the national anthem. If players did not want to stand, they could
remain in the locker room.
Following outrage over the rule and possible punishments, the
league and players union agreed to suspend the rule and come
up with a different policy. While both sides have said they
continue to work on it, a new rule isn't expected by the start of
the season.

Calculated Risk
Around 67% of Nike's customer base is younger than 35,
according to NPD Group data reported by Bloomberg, and as a
group it's more ethnically diverse than average.
Younger customers are more likely to expect the brands they
buy from to take a stand as Nike just did, with 60% of
millennials identified as "belief-driven buyers"
globally, according to a 2017 study by Edelman.
In fact, half of all customers in the survey said they bought
based on belief.
Calculated Risk
"We believe Colin is one of the most inspirational athletes of
this generation, who has leveraged the power of sport to help
move the world forward," Gino Fisanotti, Nike's vice president
of brand for North America, told ESPN.
"We wanted to energize its meaning and introduce 'Just Do It' to
a new generation of athletes," Fisanotti said.
Fisanotti said the new version of the campaign is meant to
specifically speak to 15- to 17-year olds.
What the experts said…
Nike's campaign will generate both attention and discussion
which is, arguably, one of its central aims," Neil Saunders, the
managing director of GlobalData Retail, said in a note on
Tuesday. "However, it is also a risky strategy in that it
addresses, and appears to take sides on, a highly politicized
issue."
He added: "Nike likely weighed the risks beforehand but, in our
view, while it is noble to take a stand on something, it is also
commercially imprudent to dash headlong into a very sensitive
issue which polarizes opinion."
By featuring Kaepernick alongside a wide range of inspirational

athletes but not featuring footage of the polarizing protests,
Nike seems to be getting the best of both worlds with the
Kaepernick ad.
A thought on timing…
Several months before its hugely successful Colin
Kaepernicknarrative, which bowed in summer 2018, Nike was
enmeshed in scandals.
Senior executive after senior executive left the company in
March and April, with no official statement from Nike.
Reporters had to dig to unearth the story.
It came out that Nike harbored a sexist culture that not only
disrespected females, it also hurt their chances of rising up the
ranks. Adding to that was a lack of ethnic diversity in Nike’s
higher levels.
A thought on timing…
The situation started to come to light when word leaked about
that a group of frustrated female employees organized a survey
about Nike's treatment of women. A package containing
completed surveys landed on Nike CEO Mark Parker’s desk on
March 5. Not long after, male heads started to roll. Trevor
Edwards, considered Parker's heir apparent, was among those
who departed.
Nike said next to nothing about all this. Then, in April, a memo
that Nike H.R. chief Monique Matheson wrote to employees was
leaked to prominent news outlets. The memo whacked Nike's
record on diversity. In May the NY Times had enough material
to go in depth with a story. It wasn't pretty.
https://www.nytimes.com/2018/04/28/business/nike-
women.html?nl=top-stories&nlid=60280290ries&ref=headline

30th Anniversary of “Just Do It”
Nike doesn’t always hit the right note…
The Oregon-based sports brand ditched all-star quarterback
Michael Vick after he was sent to prison in 2007 for his
involvement in a dog-fighting ring where Vick admitted to
hanging and/or drowning dogs as well as abusing and torturing
them. In a perplexing twist, however, they re-signed him in
2011, almost immediately after his release and much to the
dismay of animal rights campaigners.
They also stuck with Tiger Woods during the very public
breakdown of his marriage due to numerous infidelities, even
taking the provocative step of running a campaign with the
knowing tagline “Winning takes care of everything.”
Starbucks… lukewarm
An infamous Starbucks campaign in 2015 called "Race
Together" encouraged baristas to discuss race relations with
customers when they're ordering or picking up their drink.
Though some saw the merit in the attempt, the campaign was
panned by customers of all stripes, and it confused many
employees.
The objective
"help foster empathy and common understanding in the country"
as "the country faces ongoing racial tension."

The memo…
Starbucks… lukewarm
Baristas were asked to write the slogan #racetogether on drink
cups
The company was accused of using racial tension to sell coffee
But in the end it came down to logistics: Adding a few seconds
to a customer's wait isn't just an inconvenience. It hurts
business.
Boycott fever
two calls to boycott Starbucks — one that arose after two black
men were arrested in a Philadelphia store and one that was
related to the company's pledge to hire refugees— did not
materially affect sales, but didn’t help the company’s
reputation.
Target… missed the mark
In 2016, Target's opposition to a state bill sparked a nationwide
boycott. It publicized its longstanding policy of allowing
customers to use the bathroom that fits their gender identity.
The post was in response to a North Carolina bill that aimed to
legislate bathroom use in public places and require people to
use the gendered bathroom that corresponded to their birth
certificate.
The boycott, which was led by conservative groups angry at the
policy, resulted in millions of lost sales for the company,
mostly in stores in southern states. CEO Brian Cornell told staff
that the retailer did not run a thorough enough review of the
risk associated with such a public statement, according to the
Wall Street Journal.

Official statement
"We welcome transgender team members and guests to use the
restroom or fitting room facility that corresponds with their
gender identity," the retailer said in the statement. "Everyone
deserves to feel like they belong. And you'll always be
accepted, respected and welcomed at Target."
Inclusive logo
Feedback… positive
"You have, again, shown that your stores are inclusive and
meant to be a safe haven, and I intend to repay your loyalty
with my own.
"I want to tell you that I will forever be a Target shopper."
"Thank you for always being a place I have felt welcomed.”
Feedback…negative
"I am appalled by your decision," wrote one customer. "Shame
on you."
Dozens said they would never shop at Target again as a result of
the policy.
More than 182,000 people signed a pledge to boycott Target.
Compromise
Target is following in the footsteps of Kroger, which also
recently clarified its policy on gender-specific bathrooms.

A Kroger in Athens, Georgia, posted a sign on its bathroom
door saying: "We have a UNISEX bathroom because sometimes
gender specific toilets put others into uncomfortable situations."
Homework
Is using a hot button issue a good foundation for a campaign? If
you were the CEO of a consumer product company like Nike,
would you endorse an issue-based campaign? Explain your
answer from a case study analysis perspective. Your response
should also point to some element of communication theory.
Case Study Analysis
What was the problem?
List any outside concepts/theories that can be applied.
Qualitative data
Quantitative data
What is your analysis?
What alternative measures, actions, approaches could have been
used?
How would you have approached this problem?
Essay 2 Grading Rubric
Criteria
Levels of Achievement
Content 70%
56 points
Advanced 90-100% (A)
Proficient 70-89% (B-C)
Developing 1-69% (< D)
Not present

Question 1
13 to 14 points
The paper exceeds content requirements:
Class
3 details
Current Perception
10 to 12 points
The paper meets content requirements:
Class
3 details
Current Perception
1 to 9 points
The paper meets some of the content requirements:
Class
3 details
Current Perception
0 points
Not present.
Question 2
13 to 14 points
4 Attention-Keeper techniques & examples
Terms from attention theory
10 to 12 points
1 to 9 points
Question 3
13 to 14 points
Belief Identified

First Stage/example
Second Stage/example
Third Stage/example
Fourth stage/example
Best Stage
10 to 12 points
Belief Identified
First Stage/example
Third Stage/example
Best Stage
1 to 9 points
Belief Identified
First Stage/example
Third Stage/example
Best Stage
Question 4
13 to 14 points
Major and course identified
3 Vygotsky terms
Examples of ZPD
10 to 12 points
3 Vygotsky terms
Examples of ZPD
1 to 9 points

3 Vygotsky terms
Examples of ZPD
Structure 30%
24 points
Advanced 90-100% (A)
Proficient 70-89% (B-C)
Developing 1-69% (< D)
Not present
Grammar
22 to 24 points
The paper exceeds structure requirements:
Proper spelling and grammar are used.
17 to 21 points
The paper meets structure requirements:
1 to 16 points
The paper meets most of the structure requirements:
0 points
Not present.
PSYC 365
Essay 2 Questions
Answer these questions in essay format, using the instructions
provided in the Assignment Instructions folder. Review the
Essay 2 Grading Rubric to see how your essay will be graded.
1. Think of a class outside of your major. Using the Gestalt
principle, “The whole is greater than the sum of the parts,”
describe your preconceived perception of the class, 3 details
that you now know are different from that initial perception,
and your continuing perception in spite of the details.

2. In church and in other settings, announcements are made that
affect you. Label and describe 4 techniques covered in the
textbook which the speaker could use to keep your attention.
3. You have gone through stages of Piaget’s cognitive
development, in your professional beliefs and in your
theological beliefs. Name and trace the development of any 1 of
your beliefs through all 4 stages. Give at least 1 specific
characteristic for each stage and use terms from Piaget’s theory.
Though you may not remember your cognitive development at
every stage, trace what must have happened to you in each stage
to allow your current functioning. In relation to this belief, what
is the best stage for you to be in now, and why?
4. Think of classes in your major. Name 3 concepts from
Vygotsky’s theory and provide examples of how they could help
to boost your zone of proximal development (ZPD) for learning
in those classes.
This assignment is due by 11:59 p.m. (ET) on Monday of
Module/Week 6.

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