Unhate
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United Colors of Benetton commissioned an ad agency in 2012 to develop a powerful message promoting tolerance and unhate. The agency created a visual advertisement depicting the leaders of China and France kissing to symbolize cultural conversation and peace between the two nations. While provocative, the ad effectively communicated its message and won awards. It also demonstrated how a single image could convey deeper meaning without words.
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Social change requires the committed actions of the many, not the few. This week, you create a cohesive publicity campaign proposal designed to maximize public exposure and support for your social change issue.
To prepare for this Project:
Review the Topic Exploration and Analysis you developed in Week 2.
Review the Literature Review you developed in Week 3.
Consider insights gained about the effectiveness of publicity campaigns from this week’s Learning Resources and Discussion.
With the potential solutions and steps you identified in the Literature Review in mind, as well as other relevant information you gained through your research, consider how you might most effectively reach out to the public for support on this issue.
What message or messages would you craft? To whom would they be addressed?
How would you deliver your message(s) to most effectively reach the intended audience(s)? Consider the pros and cons of all forms of information dissemination. These include the Internet websites, blogs, social media sites), print ads, TV and radio ads, PowerPoint presentations, community posters and pamphlets, billboards, speaker presentations, community gatherings, and phone campaigns.
Due by Sunday 12-24-17
In a 3-page paper, describe your proposed overall approach and process for publicizing your social issue. Address the following, making sure to support your statements with references to this week’s required readings:
Briefly describe the social issue and what you would like to achieve through this publicity campaign.
To whom would you reach out?
Why?
(
Note:
Think creatively about the support you would most like to have and most need.)
How would you reach out? What methods would you use to inform and inspire?
Why?
Are there any groups or individuals with whom you would most like to connect?
Why?
What messages would you incorporate into your campaign? Why do you think this messaging would resonate with potential interested individuals or groups? (
Note:
Messaging can be different for different intended audiences.)
In launching this campaign, what would be the first step you would take and why?
In a conclusion to this essay, explain why you believ ...
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Here are our major takeaways.
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Media and advertising first arose in ancient Egypt, Greece, and Rome where messages were communicated through wall posters and papyrus. Modern advertising developed in the 1920s with new techniques introduced by tobacco advertising campaigns. The impact of media and advertising on the world includes social media marketing driving brand recognition and sales. Successful social media requires consistent time investment over money. Aggressive political advertisements sometimes reuse past slogans without desired effects. Globally, advertising spending is distributed across television, digital, newspapers, magazines, outdoor, and radio channels. The top media and advertising companies are WPP Group, Omnicom Group, Publicis Groupe, Interpublic Group, and Dentsu.
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The campaign by Models of Diversity aims to bring about global change by changing attitudes towards disabled models. It features three models of different abilities to showcase diversity and natural beauty. The poster crosses out the "Dis" in "Disabled" and fades the last letter to emphasize that disabled people are able to model. It encourages people to get involved by visiting their website and supporting more inclusion of diverse models in the industry.
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- BBDO had great success, winning the most Lions in the network's history including Network of the Year.
- Many campaigns centered on using advertising to promote social change and inclusion, such as the Fearless Girl statue.
- There was increased focus on measuring the effectiveness and business impact of creative campaigns.
- Highly awarded campaigns combined creativity with addressing important social issues like gun violence prevention.
- While attendance remained high, some major industry players have questioned the ongoing value and focus of the Cannes Lions festival.
Research template
The document summarizes four case studies:
1) Save the Children raises awareness of poverty through ads and has helped over 157 million children globally.
2) Media Trust helps people break into media careers through training programs and has engaged over 600 industry volunteers.
3) The 1979 UK "Labour isn't working" poster criticized high unemployment under Labour and is believed to have contributed to the Conservatives winning the election that year.
4) An unnamed campaign used images of sick children to elicit sympathy and donations for charity.
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Including my top strategic planning, creative planning, and social media planning jobs.
Brands included:
JCPenney + Fashion.
The Discover Card + Credit Card (Finance).
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T1 research template
The Marine Conservation Society created a poster campaign to raise awareness about the dangers balloons pose to wildlife. The poster explains how balloons can harm birds and other animals if they are released into the environment. It aims to educate the public and encourage safer alternatives to balloon releases. The campaign has been successful in banning balloon releases in some areas of the UK.
Project Course Project Publicity Campaign ProposalMore t.docx
Project: Course Project: Publicity Campaign Proposal
More than four decades ago, the Ad Council partnered with Keep America Beautiful to create a powerful visual image that dramatized how litter and other forms of pollution were hurting the environment, and how every individual has the responsibility to help protect it. The ad, which featured Native American actor Iron Eyes Cody, "The Crying Indian," first aired on Earth Day in 1971. Created by ad agency Marstellar, Inc., the campaign used the line, "People Start Pollution. People can stop it." The ad became one of the most memorable and successful campaigns in advertising history and was named one of the top 100 advertising campaigns of the 20th Century by Ad Age Magazine.
—Ad Council website (2015)
Social change requires the committed actions of the many, not the few. This week, you create a cohesive publicity campaign proposal designed to maximize public exposure and support for your social change issue.
To prepare for this Project:
Review the Topic Exploration and Analysis you developed in Week 2.
Review the Literature Review you developed in Week 3.
Consider insights gained about the effectiveness of publicity campaigns from this week’s Learning Resources and Discussion.
With the potential solutions and steps you identified in the Literature Review in mind, as well as other relevant information you gained through your research, consider how you might most effectively reach out to the public for support on this issue.
What message or messages would you craft? To whom would they be addressed?
How would you deliver your message(s) to most effectively reach the intended audience(s)? Consider the pros and cons of all forms of information dissemination. These include the Internet websites, blogs, social media sites), print ads, TV and radio ads, PowerPoint presentations, community posters and pamphlets, billboards, speaker presentations, community gatherings, and phone campaigns.
Due by Sunday 12-24-17
In a 3-page paper, describe your proposed overall approach and process for publicizing your social issue. Address the following, making sure to support your statements with references to this week’s required readings:
Briefly describe the social issue and what you would like to achieve through this publicity campaign.
To whom would you reach out?
Why?
(
Note:
Think creatively about the support you would most like to have and most need.)
How would you reach out? What methods would you use to inform and inspire?
Why?
Are there any groups or individuals with whom you would most like to connect?
Why?
What messages would you incorporate into your campaign? Why do you think this messaging would resonate with potential interested individuals or groups? (
Note:
Messaging can be different for different intended audiences.)
In launching this campaign, what would be the first step you would take and why?
In a conclusion to this essay, explain why you believ ...
Create Value through Emotions and Relevance - a journey to world class brand...
The document discusses Johnnie Walker's "YULU" campaign in China to inspire the Chinese generation born in the 1980s. It recruited 12 influential Chinese individuals to share what they would say to inspire the generation. Short films were created showing their dreams and journeys. The campaign aimed to make "Keep Walking" a cultural conversation, authenticate the brand values through authentic stories, and drive engagement through participation platforms. It utilized both paid, owned, and earned media across TV, digital, and events. The campaign exceeded expectations with over 2 billion impressions and engaging over 6.7 million unique consumers. It received numerous industry awards and helped establish Johnnie Walker as the most talked about whisky brand.
Cannes 2018: Six Takeaways from the Festival of Creativity
This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but still filled with big ideas.
Here are our major takeaways.
Cannes 2018: Six Takeaways from the Festival of Creativity
The document summarizes the major takeaways from the 2018 Cannes Lions Festival. It discusses that (1) diversity and inclusion was a major topic of discussion, (2) brands are increasingly taking social stands on polarizing issues, and (3) understanding Chinese culture is becoming more important for marketers. It also notes that (4) experience is more important than technology for connecting with consumers, (5) voice will become an important brand-building tool, and (6) ignoring best practices can help foster creativity.
Case building the hsbc global brand
HSBC is one of the largest banking organizations in the world with over 8,000 offices serving more than 100 million customers globally. In the late 1990s, HSBC lacked a coherent global brand and was seen as a disassociated group of banks. By focusing on developing a brand that emphasized its understanding of local communities and cultures around the world, HSBC launched a successful global branding campaign in 2002 positioning itself as "the world's local bank." This campaign helped grow HSBC's brand value significantly and established it as a trusted global bank known for its local relevance and cultural sensitivity.
conf 24-28
Events are powerful marketing tools that engage consumers and affirm a company's brand. They allow for two-way communication between the brand and consumers. Traditional marketing is no longer effective as consumers are active and empowered in the communication process. Companies are using experiential marketing like events and experiences to create emotional connections and loyalty with consumers. Events allow brands to reflect their values and priorities to consumers in an interactive way.
Task 1
The document discusses several campaign posters and their purposes. One poster aimed to raise awareness of dog safety by showing a dog in an oven to represent the heat dogs face in cars. Its goal was to change attitudes about leaving dogs in vehicles. Another poster for the "End Poverty 2015" campaign wanted to publicize development goals and end poverty by 2015. A third poster promoted awareness of chest pain dangers by depicting a man's chest morphing into a belt to represent pressure. Its goal was to challenge stereotypes about men not complaining of pain.
sponcership for cause
This document discusses an upcoming event called "Umang Ki Aor" organized by COL (Celebration of Life) and Mephynix Foundation. The event will be a thematic fashion show held on Independence Day from 4-7pm at a major venue in Pune. It aims to raise funds for charitable causes while launching rural talent. Sponsorship opportunities ranging from Rs. 5 lakh to Rs. 3 lakh are available, offering various marketing benefits. The event also encourages sponsorship of accessories/banners/scholarships. The chosen theme is "Patriotic" to inspire pride in India or "United India" promoting unity in diversity. Contact information is provided for further details.
Influence of Outdoor Advertising on Public
This document discusses outdoor advertising and its influence on the public. It begins by providing background on the history of advertising in general and how outdoor advertising was one of the earliest forms. It then discusses how outdoor advertising utilizes various mediums like billboards, hoardings, banners and digital displays to communicate messages to large audiences. The document notes that outdoor advertising is effective because people spend a lot of time outdoors commuting and are involuntarily exposed to these advertisements. It also provides advantages of outdoor advertising like low costs, high frequency of exposure, and ability to create brand recognition.
Social action and community media presentation
The document describes two charity webpages - one for a homeless charity called Shelter and one for the RSPCA animal welfare charity. The Shelter webpage uses a red color scheme and images to draw attention and raise awareness of homelessness. It also includes social media links and a prominent donation section. The RSPCA webpage uses a blue color scheme and has a high image to text ratio featuring animals. Both include social media connections and ask for donations, though they target different audiences and causes.
PR Portfolio China - Published Articles
This podcast discusses how China's response to the 2008 Sichuan earthquake marked a change in its diplomatic and political stance on the global stage. After decades of being viewed primarily as an emerging economic power, the earthquake showed the world China's vulnerability as well as the faces of individual Chinese people suffering tremendous loss. The Chinese government's rapid, organized and transparent relief efforts, which accepted unprecedented international aid, demonstrated strength and a willingness to engage more openly with the world. While China's motives may not have been entirely selfless, many saw its handling of the disaster as a departure from its previous foreign policy approach and a sign that China wants to be regarded as a more progressive international player.
PR Portfolio - China
This podcast discusses how China's response to the 2008 Sichuan earthquake marked a change in how the country is perceived globally. The earthquake showed the human faces behind China's economic rise and devastated many lives. China accepted unprecedented international aid and allowed foreign rescuers, which was a major departure from its previous foreign policy stances. While China's motives may not have been entirely altruistic, its open and organized relief efforts were recognized around the world as demonstrating China's strength in addressing challenges and transforming into a more open and progressive country on the global stage.
The Effects of Advertisements by Aniket Singh Chauhan
This document discusses the effects of advertisements across four domains - culture, social, psychological, and economical. It outlines both positive and negative aspects in each domain. Positively, advertisements can highlight cultural diversity, promote social causes and awareness, influence psychology through emotions and values, and provide useful consumer information. Negatively, some ads disrespect cultural sentiments, exacerbate social issues, promote prejudices, and exploit customers for sales. Overall, the document analyzes how ads both positively and negatively impact society through their reflections of and influences on culture, social issues, psychology, and the economy.
Media & advertising
Media and advertising first arose in ancient Egypt, Greece, and Rome where messages were communicated through wall posters and papyrus. Modern advertising developed in the 1920s with new techniques introduced by tobacco advertising campaigns. The impact of media and advertising on the world includes social media marketing driving brand recognition and sales. Successful social media requires consistent time investment over money. Aggressive political advertisements sometimes reuse past slogans without desired effects. Globally, advertising spending is distributed across television, digital, newspapers, magazines, outdoor, and radio channels. The top media and advertising companies are WPP Group, Omnicom Group, Publicis Groupe, Interpublic Group, and Dentsu.
Social Action Case Studies
The campaign by Models of Diversity aims to bring about global change by changing attitudes towards disabled models. It features three models of different abilities to showcase diversity and natural beauty. The poster crosses out the "Dis" in "Disabled" and fades the last letter to emphasize that disabled people are able to model. It encourages people to get involved by visiting their website and supporting more inclusion of diverse models in the industry.
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Get Advertising Smart - What the World Needs is More Advertising: Cannes 2017
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Project Course Project Publicity Campaign ProposalMore t.docx
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Cannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of Creativity
Cannes 2018: Six Takeaways from the Festival of Creativity
The Effects of Advertisements by Aniket Singh Chauhan
The Effects of Advertisements by Aniket Singh Chauhan
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Board of Directors of OGDCL 2023
Oil & Gas Development Company Limited (OGDCL), a profitable leading company of Pakistan is also listed on London Stock Exchange. (Sajid Imtiaz)
Top 10 Problems in Lahore
Capital of Punjab, Lahore has been facing myriad of problems like Air Pollution, Contaminated Food, Urbanization, Street Beggars, etc. (Sajid Imtiaz)
Biz Milestone of Pakistan
Owing to efficient Securities and Exchange Commission of Pakistan, total registered companies in Pakistan are over two hundred thousand by August 2023. (Sajid Imtiaz)
Khurshid Barlas
Khurshid Barlas is founder and chairman of Pakistan Association of Exhibition Industry (PAEI), President of UK Pakistan Business Council (Pakistan Chapter), Chairman of standing committees of Rawalpindi Chamber of Commerce & Industry and honorary member of AJK Board of Investment. (Sajid Imtiaz)
Image Inventor
As creative director, Sajid Imtiaz has been serving leading advertising agencies in Pakistan. Currently he is working in Enhancerz at Islamabad.
Pakistani Van Stops
Responsible citizens should make queue at van stops countrywide particularly for senior citizens. (Sajid Imtiaz)
Pre-Launch Discount Offer in Housing Schemes
At Pre-Launch phase in Pakistan, housing societies e.g. 7 Wonders Cities Islamabad and GC Homes Chakri Interchange are offering incentives to investors as marketing technique. (Sajid Imtiaz)
Investor-Friendly Housing Societies
GC Homes is offering a pre-launch promotion for its new housing society where buyers can receive free plots when purchasing plots. Specifically, buyers will get 1 free plot when buying 1 plot or 2 free plots when buying another plot. These types of buy one get one free offers are common marketing techniques used by developers during the pre-launch phase of new housing projects.
Sajid Imtiaz
Psychology-driven creative director Sajid Imtiaz focuses on using psychological principles to inform creative direction. His approach leverages an understanding of human behavior and decision-making to develop compelling and effective creative campaigns. Sajid aims to craft messaging that resonates with audiences on a deeper level through strategic use of psychology in creative works.
Leading 4 Business Sectors in Pakistan
Around 2017 new companies were registered during October 2021. Construction, Trading, IT and eCommerce are leading four sectors of economy. (Sajid Imtiaz)
New Companies in 4 Cities in July 2021
In Islamabad, Lahore, Karachi and Peshawar, 1693 new companies were registered during July 2021. Governments of Sindh and Khyber Pakhtunkhwa have to facilitate entrepreneurs. (Sajid Imtiaz)
Adnan Ahmed Mirza
A thoroughbred advertising professional, Adnan Mirza is successfully leading Time and Space Media in Islamabad since 2001. (Sajid Imtiaz)
4 Business Hubs of Pakistan
In Islamabad, Lahore, Karachi and Peshawar, 4101 new companies were registered during May-June 2021. Governments of Sindh and Khyber Pakhtunkhwa have to facilitate entrepreneurs. (Sajid Imtiaz)
3 Business Cities of Pakistan
Around 2504 new companies were registered throughout Pakistan in June 2021. Construction & Real Estate, Trading, IT, Services, eCommerce, Food & Beverages are steadily growing sectors in Pakistan. (Sajid Imtiaz)
3 Business Cities
Around 1597 new companies were registered throughout Pakistan in May 2021. Construction, Trading, IT, Services, Food and Beverages are steadily growing sectors in Pakistan. (Sajid Imtiaz)
Influencing Premier of Pakistan
Government of Pakistan is implementing some ideas e.g. Madina and Tourism presented online by Sajid Imtiaz.
Rising Corporate Pakistan
850 new companies registered in March 2021 in Islamabad, 751 in Lahore, and 385 in Karachi. Construction, Trading, IT, Services, Food and Beverages are steadily growing sectors in Pakistan according to Sajid Imtiaz, Associate Creative Director at Adage.
Rising Corporate Pakistan
Around 2257 new companies were registered throughout Pakistan in February 2021. Trading, IT, construction, services and real estate development are steadily growing sectors in Pakistan. (Sajid Imtiaz)
Corporate Pakistan
Around 2201 new companies were registered throughout Pakistan in January 2021. Trading, IT, construction, services and e-commerce are steadily growing sectors in Pakistan. (Sajid Imtiaz)
Two Economic Managers in Pakistan
Member Oil and Member Gas of OGRA (Oil and Gas Regulatory Authority) are the two most influential economic managers of Pakistan. (Sajid Imtiaz)
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Unhate
- 2. United Colors of Benetton intended to raise awareness on tolerance and unhate. In 2012, it contacted 72andsunny to develop a powerful message for the brand loyalists and general public. Thus the ad agency developed the visual “US-Sino French Kiss” for effective communication. It was not an easy task to persuade the presidents of two great powers. The visual was also used in outdoor media as well. The campaign has got awards like Cannes Ad Festival. The advertisement does not convey that two presidents are gay. The campaign conveys cultural conversation. In fact, the campaign conveys Sino-US peace accord. One can find this campaign as like of HSBC, think globally act locally. A picture is better than one thousand words thus we have become pictures. Chinese and Pakistani ad agencies are learning how to conceive and draw a unique visual to communicate core message with the audience. Sajid Imtiaz: Expert Member CDKN, Member Advertising Age, Member Harvard Business Review