Public Media - Campaign Strategy - Assignment Example

Public Media: Campaign strategy (Institution) (Course) (Name) (Instructors name) Date of submission The ‘Plant A Tree Day’ Campaign Strategy From your personal and group perspective, how effective are these kinds of campaigns? Campaigns are vital in handling arising issues in the society as they communicate a pre-meditated message with an intended impact. The developer of a campaign message can be an individual, a group of people, governments or even an international organization. In most cases, the larger the source of the message, the larger the campaign and so is the impact. However, the recipient(s) of the message must first be clearly identified and the mode of communicating the message identified. In most cases, campaigns tend to rely on more than one communication channel to put across their message. Barry (2000) indicates that the type of communication channel chosen is often determined by the scope of the message and the composition and demographics of the target public. The effectiveness of such campaigns depends on a number of factors. Most important among them are; communication channel, proper identification of the intended public, demographics of the intended public, the message itself and timing of the campaign. The communication channel chosen determines whether the message will reach the intended public and whether they will understand it (Barry 2000; Smith 2004). For instance, a campaign targeting deaf people shall be useless if it is broadcasted through radio because they cannot access the message. Alternatively, a message targeting students of a particular learning institution will not achieve its objectives fully if is not carried out in the particular institution. The issue of timing is also most appropriate. For instance, a campaign condemning fast foods will not be well received in an event sponsored by a fast food restaurant such as McDonalds. On the overall, organizers must be wary of conflict of interest when it comes to sponsorship. Good examples of campaigns in our modern world are marketing campaigns by a number of corporations selling products and services to the public. The corporations always seek to reach the maximum audience with their messages which in most cases persuades the public to buy their products or provide vital information about their products. Some campaigns are also carried out to clear the air about certain issues. For instance, Shell Corporation which is major global oil explorer and driller has been accused of environmental degradation through oil spillage in some parts of the world such as Nigeria. Such accusations have negatively affected the firm’s public image and even affected its sales and profits. The firm has responded by carrying out intensive far reaching campaigns that seek to assure and inform the world that the firm is committed to environmental protection and preservation (Bernays 2004). Such messages more often than not highlight the environmental conservation related activities that the firm has sponsored or is involved in. The idea is to reverse the damage done by negative publicity. The campaign has worked wonders and the firm is back to winning ways. Marketing campaigns such as on road safety have also been very successful in reducing traffic related accidents and deaths. The success of such campaigns implies that there is no shortage of campaigns and they have been marked as effective ways of communicating. What would the aim of your group’s day/week/etc be? i.e what is/are the issue/s that it addresses. The core idea behind this campaign is informed by the fact two mature trees can produce enough oxygen for a family of four for a lifetime (Savatree 2012). Therefore, by every individual being compelled to plant a tree, he or she is securing his/her future and that of his/her family. While environmental conservation has been conducted at national and organizational level, it is important to create awareness at an individual level and highlight the significance of conserving and protecting our forests and also increasing the tree cover on the planet. The issues under consideration in this campaign are global tree cover, student population, tree population to student population ratio in the campus and the neighborhood. The campaign will draw similarities between tree planting and investing in the future through savings or life insurance. The campaign will use the fear element whereby the messages will be in question form. For instance, one message can read, “Have you invested in your future yet?” This can be followed by a simple one, “plant a tree today to invest in your future and that of your children.” Such messages have proved to be successful for other campaigns such as insurance companies. They persuade individuals to buy medical cover where it is not provided by their employers or government. The campaign seeks to show the targeted public that they have a role to play in securing their future. The campaign emphasize that the government and the corporate world and other international agencies such as the UNEP cannot be entrusted with securing and protecting their future and that of their families solely as they have a role to play too. What research would you need to undertake for this exercise? This research relies heavily on empirical and scientific facts. The key scientific fact, which requires no further research, is that for life to exist there must be oxygen and the most viable source of oxygen is trees/vegetation. Trees on the other hand require oxygen at night though during the day they take in carbon dioxide and give out oxygen. The campaign will thus be required to research well on the net amount of oxygen that trees release into the environment. This is very important for people who keep indoor potted plants. Science informs that potted plants are not recommended in bedrooms at night as they compete for the same oxygen as humans hence they can lead to suffocation. These ideas must be supported by valid figures on the amount of oxygen that trees take in from the air at night. The campaign will thus be required to provide accurate figures and supporting diagrams illustrating the arguments and reasons as to why the target public requires to plant more trees and at a minimum, a tree for every individual every year. Environmental degradation being the key driver for the plant a tree initiative, the campaign will be required to carry out extensive research on the impacts of environmental degradation. Data on famine, wild fires, floods and climate change among others will be highlighted. These changes are most apparent in third world countries and more so Africa. For instance, the UN has in the last year announced that the horn of Africa was facing one of the most severe famines in decades leading to loss of life and animals. Such environmental calamities have also resulted into wars as communities compete for resources such as water and pasture. The decreasing cover on the planet has also been blamed on the disappearance of some tree and animal species. The influx of polythene paper bags and other non-biodegradable products in our environment must be highlighted. Such concrete data will be necessary in showing how serious the environmental crisis we are facing is. In essence, it will add seriousness to the matter and motivate the target public to heed the message and participate in planting more trees, at least one tree for every individual. Who would you need to reach to make the awareness day a success? How would you go about identifying them? The Plant A Tree Day campaign targets the university community and surrounding neighborhoods. The campaign is spearheaded by the Environment Club, which is made up of students and tutors keen on promoting environmental issues in and out of campus. The club runs a small tree nursery in the school compound with the help of an NGO, Green Zone Movement. While the club in collaboration with the NGO will provide tree seedlings, additional help must be sought to make the campaign a success. First and foremost, there has to be consensus among club members about the agenda of the campaign. The members must fully commit and participate in the campaign. The club as a unit will seek funds to run the campaign. The university administration will be critical in providing finances, approving and allocating space for plating trees and also permitting related activities for the day such as the beauty contest. Additional financial contributions will be sourced from interested stakeholders. For instance, environmental oriented non governmental organizations can facilitate the campaign in various ways. The corporate world must also be involved. The campaign will seek assistance and sponsorship of environmentally conscious local corporate to sponsor the event. Such corporate will be identified by evaluating a number of firms and their environmental conservation record and also assess their corporate citizenship status. The firms that have shown the greatest interest in environmental conservation will be approached in writing with a promise of marketing opportunities. Upon approving sponsorship, the approved sponsors will enjoy having their brands displayed on T-shirts specifically made for the event. The T-shirts will be printed with the campaign message and the logo/brand of the involved sponsors. In approaching these firms, the university administration will be required to endorse the whole process. Therefore, any communication between the campaign organizers and the corporations will be through the university administration. The local authority government will also be notified of the event. The authority will be requested to participate by waiving all charges that can be accrued by the campaign by displaying posters and advertising the campaign on banners and posters in and around the university. The local government will also be involved in approving planting of trees along main streets in the neighborhood. How would you “frame” your awareness day in order to capture the attention of the media? The campaign will target free publicity from the local media houses by treating them as partners in the joint problem solving initiative (Rice & Atkin 2001; Smith 2004). This will be achieved by organizing a nature inspired beauty contest in which the media houses interested in fashion, environment, educational activities and entertainment will be requested to cover. Contestants shall be dressed by aspiring designers from the university. All designs entered in the contest shall be made from natural products and must explicitly or implicitly carry the theme of the day. Only university students will enter their designs in the contest and only students will model. This will encourage more sponsorship from the university administration. The beauty contest will be the climax of the whole event and will be staged as a way of relaxing after long day of planting trees in and around the university compound. The campaign will also be stage a walk around the university neighborhood to sensitize the community and donate tree seedlings to willing participants. With the authority of the local government, the campaign will seek to plant trees along major streets in the neighborhood. Members from the local community will be allowed to take part in this exercise. The University President and the Mayor will be invited to start grace the day and mark the day by each planting a tree that will be labeled by a plaque displaying their names. This is expected to attract the attention of local media houses. In line with free publicity, the campaign will launch an online platform. Social media which is critical for the younger generation will be used (Macnamara 2010). A Facebook page will be created in honor of the day. Environment Club members will popularize the page by suggesting it to their Facebook friends both students and non-students. A Twitter account shall also be created. These two will be critical on updating interested parties about ongoing arrangements and developments for the day. What images would you use to promote your event? The campaign will rely on visual images to communicate its message more effectively. One core image which will be used in T-shirts and banners will display two young children; one looking healthy wearing a gas mask attached to an oxygen cylinder on her back and the other one begging (by gesturing) for a whiff of fresh air from the first one. On top of the image will be the words, “Year 2040.”Underneath the image will be a message in bold red letters “HAVE YOU INVESTED IN THE FUTURE OF YOUR CHILDREN? PLANT A TREE TODAY TO INVEST IN THEIR FUTURE!” This message will definitely have a major impact on all the people who will see it. The image draws pity and works on the emotional aspect of the public and is easy to recall, a key aspect in communication via images (Gregory 2010). By displaying how desperate the situation might be in the future if mankind completely ignores his environment and does not plant more trees, the campaign will motivate the public to join and plant at least one tree per individual. How would you evaluate the success of the day? The objectives of the campaign is to sensitive the target public on the importance of planting trees and also planting as many trees as possible on the material day. Therefore, the success of the day shall be evaluated by the number of participants in the event. This will pinpoint the effectiveness and impact of the whole campaign and whether the message reached the targeted public. Secondly, the other evaluation point is the number of trees planted and given out at the nursery. It is important to note that some tree seedlings will be given out to community members for them to plant at their desired locations. Another evaluation point will be the number and participation of sponsors (Rice & Atkin 2001). A high number of sponsors imply more finances to fund the event activities without financial difficulties. The other evaluation point will be the participation in the beauty contest. The diversity and level of creativity in presenting environmentally friendly designs will mark the success level of the event. The publicity level and free publicity will mark the reach and hence success of the event. Television and radio coverage of the event will have a wider reach than the campaign itself (Smith 2004). Finally, the legacy the event will have on the community. This will not be visible immediately but several years later when the surroundings will be greener and have fresher air and a cooler climate courtesy of many trees. References Barry, J 2000, A citizen’s guide to grassroots campaigns, Rutgers University Press, London. Bernays, E 2004, Public relations, Cengage Learning, London. Gregory, A 2010, Planning and managing public relations campaigns: A Strategic Approach, Kogan Page, Sydney. Macnamara, K 2010, The 21st century media (r)evolution: emergent communication practices, Peter Lang, Brisbane. Rice, E. & Atkin, C 2001, Public communication campaigns, Sage Publications, London. Savatree, 2012, Facts about trees, http://www.savatree.com/tree-facts.html viewed on 27th Feb 2012, Smith, R 2004, Strategic planning for public relations, Taylor & Francis, Melbourne. Read More