The Public Campaign No More - Case Study Example

TABLE OF CONTENTS TABLE OF CONTENTS 1 The Social challenge 2 Pre-conditions 2 The actors 2 Tools and tactics 3 Lessons learned 4 Results 6 Reflection 6 References 8 The Social challenge Many people in the U.S. experience and see the effects of the problems of domestic and sexual assault but the issues remain hidden and are considered less public concerns. The NO MORE is a public campaign that creates public awareness and engagement focused on ensuring an end to domestic and sexual assault. The campaign uses a blue signature symbol to increase and foster for more dialog instead of fighting. The campaign seeks to make domestic conversations about violence and assault normal and increase the resources available for discussing current issues. Started in 2013, the NO MORE campaign started in recognition of the fact that although millions of people face domestic and sexual assault every day, little is done to create awareness about the issue. It remains hidden and is less of a concern to the public (NO MORE PSA Campaign, 2014). Pre-conditions A group of people from the domestic and sexual assault prevention came together and realized that when people unite and fight the problem, it could create more public awareness on the issue. The campaign’s blue “vanishing point” symbol originated from a phenomenon of zero domestic violence and sexual assault inspired by Christine Mau, a survivor of such assault. Organizations fighting against domestic and sexual assault had to come together and partner with the NO MORE to organize and make the campaign possible. The actors The NO MORE PSA Campaign is headed by the Joyful Heart Foundation partnering with NO MORE and is directed by actress, Mariska Hargitay. The face of the campaign is a team of more than 50 celebrities and public heads who are at the forefront in creating awareness and asking the public not to standby, but engage in the campaign. Participants of the campaign mainly comprise of celebrities and other organizations that are at the forefront of fighting domestic violence and sexual assault on people. Other non-profit organizations that are dedicated to ending domestic violence and sexual assault also have active participation in the NO MORE campaign (NO MORE PSA Campaign, 2014). Tools and tactics The NO MORE PSA campaign is a three-year public awareness campaign that is set to create public awareness in the importance of reducing domestic and sexual assault among families. The campaign is set to go across the US and other international markets. Among the tools to be used in creating the awareness include print, outdoor, online and other forms of broadcast advertising. The awareness will be made public in train stations, airports, and medical facilities. The Ad’s council helped endorse the NO MORE campaign. Other organizations and the entertainment industry foundation are also helping create public awareness. Other important partnerships for the campaign include Viacom, Lifetime Television, Clear vision, and Ok TV. The NO MORE campaign is linked with social media websites and networks for instance Facebook, twitter, Instagram, and Pinterest. The campaign uses various media houses and companies to create awareness on reduction of domestic and sexual assault in the US. Viacom is the mainstream media for the campaign. Viacom partners with the Joyful Heart Foundation and produces a series of NO MORE campaigns. The campaigns are for its television and media networks such as BET, MTV, VH1, Spike and TV Land (NO MORE PSA Campaign, 2014). Through the use of media, the campaign is successful in reaching out to a vast amount of people. Thus, facilitating the main goal of the campaign that is to reach out to many people and be a voice of the oppressed. The campaign uses video PSAs, print Ads, and Banner Ads to communicate to the public about its main issues. Viacom is one of the leading media companies boasting of over 700 million people in more than 160 countries. Viacom is taking a core role in creating NO MORE PSAs in which it uses celebrity talent in collaboration with greater audiences. The campaign's main human capital comes from the celebrities that were at the forefront of the campaign. The Joyful Heart Foundation in collaboration with other anti-domestic and anti-sexual assault organizations provide the necessary economic support for the campaign. Lessons learned The unexpected challenge that faced the NO MORE campaign was the people’s perception of domestic violence. Some people believe that the fight against domestic violence was a thing for women. Other believed that it was not their concern and neither were it their business. The campaign used different celebrities for the campaign and overcame such a challenge. The campaign used both gender and racial equality in its ads and at the face of the campaign. Such a balance was re-assuring to the public that the issues raised in the public campaign are pressing issues and facing the whole society not just women and a few people. The campaign emphasized the importance of a holistic approach in the fight. Thus, everyone should be involved in ending domestic violence ranging from managers and organization heads to parents and victims of the vice. Evaluation The first goal of the NO MORE campaign was to help people learn about the issues of domestic and sexual assault and talk openly about the issues. The goal was to help people break the silence and speak regarding the issue. The second goal of the campaign was to help develop awareness about the issues of domestic violence and sexual assault by sharing. The goal was to communicate to a large number of people about the issues. The third goal was to enable people show their commitment to fighting domestic and sexual assault by displaying their fight against the issue The NO MORE campaign framed these goals in the form of three slogans: SAY IT, SHARE IT, and SHOW IT (NO MORE PSA Campaign, 2014). SAY IT was the slogan for the first goal that ensured people talked openly about the issue of domestic violence and sexual assault. People should be free to open their minds if they are experiencing the vice, or they know someone is experiencing the vice. It was also important to share such experiences with other people across the globe. The NO MORE campaign gave people a chance to share their problems through creating awareness on television and other social media. The slogan SHARE IT encompasses this particular aspect of the campaign. The third slogan is mainly concerned with showing support for the campaign. Showing support may be through community involvement or wearing clothes with the NO MORE slogan printed on them. The NO MORE campaigns empower the community particularly women who suffer from domestic violence and are facing sexual assault. The campaign also empowers men facing the same vice in the society. The campaign acts as the voice for the oppressed in the society regarding sexual and domestic assault and have nowhere to turn to for refuge. The campaign empowers the whole society to stand, create awareness and fight against domestic violence and sexual assault. Results It is clear that the campaign has achieved some of its goals. The NO MORE campaign is successful in creating awareness on the issue of raised in the NO MORE campaign. The PSA campaigns have aired more than 20000 times on over 123 TV channels across the United States. The campaign is also successful in achieving the third goal of displaying and showing the fight against domestic violence and sexual assault. There are more than 20 billboards across the country that communicate about the issue by displaying the print campaign including the Times Square in New York and Hollywood in Los Angeles. In social media, the NO MORE PSAs have trended more than five times daily. Thus, generating over 22 million impressions on Twitter. The campaign has already gathered More than 333 million potential media impressions. The campaigns are watched by 20 million viewers monthly in over 3000 theaters all over the United States (Brown, 2013). The impact of the campaign is that very many people get the information that they are supposed to rise, speak out and help end domestic violence and sexual assault to other people. Reflection The three slogans used for the campaign carry persuasive messages for communicating to the public. The slogans, SAY IT, SHARE IT and SHOW IT persuade viewers of the importance of how to help and contribute to the fight against domestic violence and sexual assault. The goals of the campaign are clear making the message of the campaign straight forward. The use of television ads have persuasive power in the public (Garber, Gimpel, Green, & Shaw, 2011). However, it could communicate more if the campaign could utilize many persuasive messages in the campaigns. I think the strategists are developing the campaigns for NO MORE can use a variety of appeals that are all designed in a motivational manner that influences attitudes and behaviors of the public towards the campaign. The campaign will be more effective if it will develop community initiatives that conduct door to door campaigns to victims of domestic violence. Such victims would then be put at the forefront of the campaign together with the celebrities who form the face of the campaign. References Brown, G. (2013). Joyful Heart Foundation Accomplishments 2012-2013. Joyful Heart Foundation. Garber, A., Gimpel, J., Green, D., & Shaw, D. (2011). How Large and Long-lasting Are the Persuasive Effects of Televised Campaign Ads? Results from a Randomized Field Experiement. American Plotical Science Review, 105(1), 135-150. NO MORE PSA Campaign. (2014). Retrieved December 07, 2014, from nomore.org. Read More