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  1. 1. NSPCC Advertising Awareness Campaign
  2. 2. Be The Full Stop Campaign <ul><li>The Be The Full Stop Campaign was launched here is the website. </li></ul><ul><li> </li></ul>
  3. 3. Be the FULL STOP 2007 With just under 5,000 child cruelty crimes reported in 2006 - NSPCC calls on the nation to Be the FULL STOP The Be the FULL STOP 2007 campaign aims to encourage people take action against child abuse to help end cruelty to children. Backed by a four week national TV, press and digital advertising campaign; as well as PR media, fundraising and campaigning activity.
  4. 4. The Be the FULL STOP map - has been further developed so, not only will people be given the opportunity to register their support but they also get the chance, through a succession of 19 deeds , to take a range of actions to help put an end to cruelty to children.
  5. 5. What are the Deeds? <ul><li>When supporters go to they will be shown a list of deeds, some large and some smaller, that they can take to support the NSPCC help end cruelty to children. They will be encouraged to sign up in order to save their own personal deeds checklist and to get on the map if they have not done so already </li></ul><ul><li>Suggested Deeds: </li></ul><ul><li>•  Invite friends to join you and create your own, personal network of support • Take further action and find out about donating, fundraising, volunteering or campaigning for the NSPCC • Be part of a committed and active community of NSPCC supporters </li></ul>
  6. 6. NSPCC Deeds… <ul><li>Some deeds will be instant and on-site, others will direct them to and others will be things they can do at home or in the community. </li></ul><ul><li>We are working with Face book, Yahoo Answers , Pigsback and NetMums to help raise awareness, engage their users with our cause and drive traffic to the site.  These popular social media sites offer us a unique opportunity to enter into a dialogue with potential supporters and create a sense of community and action around the idea that doing a small deed can make a big difference to children everywhere. </li></ul>
  7. 7. The Branding of NSPCC <ul><li>What are the connotations of the brand? What is its reputation and image? </li></ul>
  8. 8. Products and Services <ul><li>What does the NSPCC do? What does it offer? </li></ul>
  9. 9. The Changing Perception of NSPCC <ul><li>Over the years the NSPCC has used a range of different campaigns to convince the public into supporting the charity and helping to support its cause through donations and help. </li></ul><ul><li>Following are a range of advertising campaigns where we can see the range of approaches that the charity has used in order to try and appeal to its audience </li></ul>
  10. 10. <ul><li>Following are a number of Advertising Campaigns for Print, Radio and Moving Image. </li></ul><ul><li>Use the key Concepts to analyse each of them </li></ul><ul><li>You will need pen and paper for this . </li></ul>
  11. 11. Don't hide it 2007 Poster advertising, May 2007
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  13. 15. Be the FULL STOP Poster advertising, September 2006
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  16. 18. Don't hide it Poster advertising, May 2006
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  19. 22. Someone to turn to National press advertising January 2004 These adverts ran during shows like the chart
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  22. 26. Supported parents mean safer children National press advertising March 2003
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  26. 30. Protecting babies and toddlers, May 2000
  27. 31. Child abuse deaths must stop. FULL STOP National press advertising October 2002
  28. 34. Real children don't bounce back National billboard poster campaign February/March 2002
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  30. 37. Covert Advertising <ul><li>The introduction of wearing the full stop badge to stop child cruelty was a good way to encourage people to donate a pound whilst keeping the charity in the consciousness in the audience through an advert that people carry around with them. </li></ul><ul><li> </li></ul>
  31. 38. Endorsements and Support <ul><li>This advert used a range of celebrities to illustrate that everyone should get involved in the campaign to full stop child cruelty </li></ul><ul><li> </li></ul>
  32. 39. Application of Theories <ul><li>Following are a range of theories about audiences and advertising </li></ul><ul><li>Explain how each of the theories are relevant to the full stop campaign </li></ul><ul><li>You will need pen and paper for this! </li></ul>
  33. 40. Maslow’s Hierarchy of Needs
  34. 41. Basic Appeals <ul><li>Need for sex </li></ul><ul><li>Need for affiliation </li></ul><ul><li>Need to nurture </li></ul><ul><li>Need for guidance </li></ul><ul><li>Need to aggress </li></ul><ul><li>Need to achieve </li></ul><ul><li>Need to dominate </li></ul><ul><li>Need for prominence </li></ul><ul><li>Need for attention </li></ul><ul><li>Need for autonomy </li></ul><ul><li>Need to escape </li></ul><ul><li>Need for aesthetic </li></ul><ul><li>Need to feel safe </li></ul><ul><li>Need to satisfy curiosity </li></ul><ul><li>Physiological needs </li></ul>
  35. 42. Persuasive Tools <ul><li>Humour </li></ul><ul><li>Repetition </li></ul><ul><li>Shock Tactics </li></ul><ul><li>Sex </li></ul><ul><li>Elite Persons </li></ul><ul><li>Intertextuality </li></ul><ul><li>Fear </li></ul><ul><li>Reward and Punishment </li></ul><ul><li>Music </li></ul>
  36. 43. Uses and Gratifications Theory <ul><li>Escapism / Diversion </li></ul><ul><li>Personal Relationships </li></ul><ul><li>Personal Identity </li></ul><ul><li>Surveillance </li></ul>
  37. 44. According to Tom Brannan (The Effective Advertiser) there are 5 golden rules for ads: <ul><li>They must have impact and grab the attention </li></ul><ul><li>They must be relevant to what is being advertised </li></ul><ul><li>They must be clearly branded </li></ul><ul><li>They must have consistency. Campaigns should not be changed all the time. Images and brands should have time to build an identity. Think Captain Birds Eye, PG Tips chimps etc </li></ul><ul><li>They must answer the question: what’s in it for me? What benefits will be gained from using that product/service? </li></ul>