The document analyzes and compares three social awareness campaigns: 1) A WWF campaign uses juxtaposed imagery to highlight the impact of human exploitation on the ecosystem and importance of all species. 2) An EcoVia campaign uses violent imagery to bring attention to the dangers of drinking and distracted driving. 3) A Moms Demand Action campaign compares assault rifles to a banned object using compelling imagery of children holding them to appeal to emotions. The campaigns are similar in using visually striking imagery, contrast, emotional appeals, and relying on imagery over text to promote social causes. They differ in their goals of prevention versus change and comparative strategies.

1. ADVE 709-A01
Professor Misra-Deshpande
Jennifer Slogar

2. Similar Yet DifferentSimilar Yet Different
Weekly Assignment 1

3. World Wildlife Fund
In this campaign, WWF aims to highlights how drastic the effects that humans can
have on the environment when they exploit the ecosystem by using harsh juxtaposi-
tion with simple imagery to immediately get the message out. With just two images,
the viewer is made aware of how important all species are to the ecosystem.

4. EcoViaEcoVia
In this campaign, EcoVia brings attention to how dangerous drinking and distract-
ed driving is with violent imagery. It shifts the perspective to something more
easily imaginable for those who have never been in a car crash. The striking imag-
ery leaves no need for long copy.

5. Moms Demand Action
In this campaign, MDA uses compelling imagery to compare and contrast a
normal object that is banned in the US versus assault rifles, which are not
banned in the US. Instead of having the two objects just placed side by side, chil-
dren are holding them, which makes this ad appeal to the audience’s emotions.

6. SimilaritiesSimilarities DifferencesDifferences
• Visually striking imagery
• Strong use of contrast
• Appeal to emotions
• Rely on imagery rather than copy
• Social awareness campaigns: all have a cause
• Strategy relied on printed ads
• Not all companies who ran the campaigns
are social cause organizations
• Prevent change vs make change
• MDA & WWF both use compare & contrast;
EcoVia doesn’t