Research portfolio (U20:P1, M1 U24: P1)
Learning outcome 1 (U20): Know how existing advertising campaigns embed advertisements across a range of media products.
Learning outcome 1 (U24): Understand the products that are produced within and across media industries.
P1 (U20): Describe an existing media advertising campaign
Nike Dream Crazy:
The overall message of the "Dream Crazy" campaign with NFL player Colin Kaepernick is to not let your weaknesses define you whether they be mental or physical and to work hard at what you love regardless of traits that may hold you back as well as perseverance and that you should never give up. For example, running as a double amputee or giving up on something because you keep failing at it. The video also features other celebrity athletes such as Venus and Serena Williams. This promotes hard work and determination and proves that if you really want something you have to work incredibly hard in order to achieve it.
Aims and objectives:
Nike created awareness for this campaign by advertising it on various social media platforms such as Youtube, Instagram, Snapchat, Facebook and Twitter, this created awareness of the brand as well as the message they were trying to convey through the products they sell. Similarly, the celebrities featured in the video - Colin Kaepernick used their own personal social media platforms to endorse the brand. The campaign was used to promote equality for female and LGBT athletes, especially focusing on racial equality. By using the message “believe it something. Even if it means sacrificing everything”, viewers inferred that this referred to Colin Kaepernick’s professional football career, as he sacrificed it for his political demonstrations and was essentially blackballed from the NFL.
Nike has two aspects to its marketing - one is fashion branding and the other is sportswear. This campaign is for Nike sportswear. The objective of this campaign was to sell as much sportswear as possible.
Target audience: The primary audience for this campaign was people between the ages of 20-25 who have a sport-fuelled lifestyle. The secondary audience would be those who have seen the campaign whether that be the video form or on public transport; they may not make an active decision to look at the products that Nike sell. As Nike has two different aspects to its marketing, it appeals to people who are interested in the brand for its sportswear and who use the clothing for its main purpose. However, others may also use Nike clothing and footwear for fashion in their day-to-day lives instead, using it when participating in sports activities.
Because the advertisement is so inclusive - featuring athletes from ethnic minorities and from Paralympic events - Nike intends to broaden the appeal of its products to non-traditional audiences. Typically, Nike is associated with able-bodied athletes, so this aims to expand its remit.
Key messages: The USP of this campaign was "believe in something, even if it means sacrificing everything". They used this USP to promote the different aspects of the products Nike sell. For example, the safety and comfort of the clothing, and the reliability and functionality of the activewear such as shoes and sporting equipment. Similarly, the proposition of Nike is to aspire to show what makes their favourite athletes so great. Nike's brand strategy was to use emotional branding to inspire customer loyalty all over the world. For example, they take the stories of professional athletes and break them down to show how they have overcome physical and emotional barriers to get to the places they are today. This resonates well with the audiences as they can empathise with the athletes. It also may inspire them to overcome certain barriers in their lives to accomplish personal goals that they may feel judged for by others. Serena Williams is a good example of this as a celebrity endorsement of the product - she grew up in a rough neighbourhood of Compton, LA, but overcame societal problems to become a multi-Grand Slam-winning athlete.
Approach: The campaign was widely celebrity-endorsed by those who were involved in the campaign. For example, Colin Kaepernick posted the campaign on his multiple social media profiles. Similarly, Nike also used both above-the-line advertising and below-the-line. For example, Nike made a conscious effort to use all the possible mediums of media to expose their brand as much as possible. By using above-the-line mediums, such as billboards and television ads, it allows the advert to be more tailored to effectively reach a mass audience; similarly, it also means the advert gets repeated across multiple different locations. For example, Nike used many different billboards across London to gain wide attention to the campaign from all types of audience and in result it may or may not drive customer responses as it is something people are passively seeing as they walk past. On the other hand, below-the-line mediums are used to specifically target the niche audiences or individual customers. Social media is a good example of below-the-line advertising, as it enables the company to target specific audiences through shares and likes. Nike used sites such as Instagram to achieve this. This requires direct contact with customers and enabled Nike to build stronger relationships with customers in order to create established brand trust. In result using below-the-line advertising is more likely to gain useful individual responses as they are actively listening.
Representation: This campaign was represented by people who have a keen interest in Nike clothing, people who stand up for what they believe in and people who use Nike products for sports purposes. Similarly, it was also represented by world-famous athletes who made appearances in the campaign. Those who were included in the video represented determination and perseverance to work hard for what they want, never give up and never let certain characteristics define you. Importantly, Nike used athletes from all different ethnicities, both able-bodied and less able-bodied.
The image above, from the YouTube extended television commercial, shows Lebron James opening his 'I Promise' elementary school in Ohio. This school is specifically aimed at at-risk children.
Campaign logistics: This campaign was broadcast across all social media platforms and some TV channels in countries such as USA, UK and China. Similarly, the campaign ads were also put out across different media platforms so that all the different target audiences were able to access the message. For example, the campaign created a hashtag across Twitter and Facebook which started trending and gained more awareness for the campaign.
This image shows the various YouTube clips displayed when the #justdoit hashtag is clicked on YouTube - the user is taken to a number of other videos, with various titles such as Dream Crazier, Dream With Us and Dream Further.
Choice of media: Nike wanted to get the largest amount of exposure on this campaign as possible. In order to achieve this they would have to use a wide range of different media types and place them where their target audiences would see them. For example, Nike used billboards, TV, public transport, social media and print media, as well as uploading the video campaign onto youtube so that anyone can access it at any time. By using such different types of media it meant Nike were able to target many different audiences in society. Newspapers are favoured by the older more traditional generations and so they are highly likely to see the campaign in their daily newspaper.
The image above shows one such newspaper, though this is from Sports Intertwined paper in the US, so clearly they are using a mass media, above-the-line form of advertising to target specific audiences.
By using billboards it targets the locals of the area for local area promotions that they could advertise. Similarly using public transport gave Nike an advantage to its competitors as many people use public transport daily - tourists, general public, students, business people and daily commuters. on the other hand, social media is also extremely beneficial as it connects the whole world and many people are able to access it and view it.
Call to action: Prior to this campaign Nike had been known for putting out controversial videos, so it was expected that they would receive a decent amount of mixed opinions for including ex NFL star Colin Kaepernick. However, they chose to include him in the advert because he is known for his political activism regarding systematic racism against African-Americans and kneeling during the national anthem before a football game. Similarly, as the USP of the campaign is "believe in something, even if it means sacrificing everything" it links to Kaepernick's NFL career, as he sacrificed it to promote systematic racism against African-Americans. A response mechanism is what moves the prospect towards making the purchase. Consumers feel comfortable with a reply mechanism because it allows more time for consideration and there is no sales pressure. Nike's response mechanism was to be open to the controversy and prepared their employees for potentially angry customers voicing their opinions in Nike's merchandise shops. And so included how to deal with situations like this in employee training.
Relevant legal and ethical issues: Although this advert received a lot of praise, viewers also branded it controversial, as at the time NFL star Colin Kaepernick was fighting for equality in political culture, by famously kneeling during the national anthem in order to protest police brutality.
However the campaign fits nicely with the sentiments of Nike’s “Equality” campaign, as the company is no stranger to controversy. The danger behind the controversy for Nike was that many customers publicly decided to boycott the company in protest to the campaign including Colin Kaepernick. They chose this aim because Nike want to break down social barriers through sport.
Regulatory bodies: Ofcom is The Office of Communications and is the UK government approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the UK. It has wide-ranging powers across the television, radio, telecoms and postal sectors. Whereas the ASA is The Advertising Standards Authority and is the UK's regulator of advertising. Both regulators deal with public complaints regarding any content that they deem to be inappropriate. Once a complaint is made, the regulators will look into the company who created the content and remove it if it breaches their rules and regulations. Nike received complaints from customers regarding the campaigns controversy in using Colin Kaepernick. Even though the ad received complaints, it was not deemed offensive in any way and therefore was not removed.
Earth Hour WWF:
Earth Hour by WWF was a campaign where individuals, businesses and cities in 188 countries and territories came together to speak up for nature and inspire urgent action for the environment. As Earth hour rolled around the globe, thousands switched off their lights in solidarity with the planet. Many also pledged their support for the planet, urging world leaders to push the issue up the global agenda and secure an international commitment to stop and reverse the loss of nature.
Target audience: The target audience for this campaign was anyone wanting to help impact reversing the consequences of climate change that, we as humans, have caused. Similarly, the age range of this particular target audience is fairly broad in that, recently young people have become much more involved in making climate change a prominent worldwide issue - the ages range from 13- 85 years old. All these people have a significant interest in climate change and want to voice their concerns. Moreover they all follow an environmentally friendly lifestyle. For example, buying groceries from package free supermarkets where customers take their own containers to put the food in, and are required to pay for the food by its weight.
Key messages: The main message of the campaign was that by acting together and acting now, we have a unique opportunity to set a new direction for our society. As the global fear is that we have started an unstoppable movement for nature and together we can and will halt nature loss, preserve the amazing diversity of life on Earth, and avert a catastrophe for our civilisation.
Approach: WWF relied on word of mouth via world leaders and famous environmental activists who would urge everyone to join the campaigns in preserving energy such as turning their lights off to show the government how much they care about climate change. The campaign also received a huge amount of celebrity endorsement from the likes of Greta Thunberg, UN secretary- General António Guterres and the Cosmonauts on the International Space Station.
Representation: This campaign was represented by a mass audience worldwide who feel strongly about climate change. Currently, many young people across the world have began to speak up for what they believe in as in many countries young people are not able to vote until the age of 18. By having people of all ages support this campaign it shows that no matter how old you are, you can be well educated on important world issues. Similarly, it projects the importance of climate change to world leaders and how much they need to do to change the way humans live in order to stop damaging the world.
M1 (U20): Evaluate different cross media advertising campaigns for consistency of message
Earth Hour:
Evaluates different cross media advertising campaigns for consistency of message, looking at the message delivery across the different media forms (U20:M1)
Consistency:
For the Earth Hour campaign, consistency was show in a number of different ways throughout the advertisements. For example, on all of the Earth Hour campaigns they included the same symbol which has now become the face of the campaign. As well as this, all the adverts also had similar typefaces so that viewers could associate the various ads with Earth Hour.
Delivery of message:
The message of this campaign was to empower people to take action for nature and connect to Earth. The campaign explained many extremely simple things that people around the world can partake in to show they support the cause, such as turning the lights off in your house at a set time whilst everyone else in your area/country also did so it was a chosen national blackout to make the political rules of the country aware that the public are in distress about climate change. The Official Earth Hour 2019 video features António Guterres, the UN secretary-general telling viewers " climate change is moving much faster than we are. Resources and ecosystems across the world are under assault. Earth Hour is an opportunity to show our resolve to change. Turning out the lights and turning up the pressure for a healthy planet" Using people who have a strong political status will enhance the importance of this campaign to other world leaders.
This campaign was published as a billboard ad and a YouTube campaign video as well as having social media accounts created on instagram and and twitter. The campaign has one main account which is verified, with lots of other accounts that are specific to different countries so that followers can join in local marches and protests.
Strengths and weaknesses: Some strengths of this campaign was the representation of the campaign - the people who feature on the YouTube videos and the Instagram and TV ads. The type of people the campaign used are from all different countries, ethnicities. In the Official Earth Hour 2019 video it shows scenes from 188 countries all plunging into darkness at some of the most famous landmarks to celebrate Earth Hour and how important it is to protect our planet. By using animals and people it helps people to feel more sympathetic to the cause and more encouraged to be more eco friendly.
Some weaknesses of this campaign is that the slogan changes from ad to ad which may confuse viewers as to whether the ads are related to each other or from different climate change activist organisations. Similarly since October 2018 a new socio-political movement called Extinction Rebellion was created in Britain with the stated aim of using civil disobedience and nonviolence resistance to protest against climate breakdown, biodiversity loss and the risk of social and ecological collapse. This movement is ran by mainly under 25s and they have their own website that states the demands they want from the British Governments, such as that the Government must tell the truth by declaring a climate and ecological emergency, they must also act now to halt biodiversity loss and reduce greenhouse gas emissions to net-zero by 2025. In comparison to Earth Hour, this organisation has a more aggressive way of projecting the importance about climate change and what they specifically want done to help reduce the impact of human life on our Earth. Whereas, Earth Hour has a happier way of encouraging people to be more eco-friendly - the activities they do help bring people together in the process.
Dream Crazy:
Consistency:
Throughout the campaign Nike made sure to use the same consistent close up angles of people who had featured in the campaign video with a quote from the audio across the centre of the image. Most of the images are in black and white with the person in the image set in colour to stand out. For example on the picture of Serena Williams there is a quote across the image that states "girls from Compton don't play tennis. They own it. Nike are consistent with this for all of their campaigns. For this campaign, Colin Kaepernick was the face of the advert. The most famous picture from the campaign is Colin Kaepernick with the quote that he says in the video "believe in something, even if it means sacrificing everything." This message was consistent throughout the Dream Crazy campaign. The theme of dream... is also consistent throughout other Nike video campaigns. For example on the Nike YouTube channel it features the Dream Crazy campaign, Dream Crazier campaign, Dream With Us campaign and Dream Further which all end with #JustDoIt which is Nike's slogan handle.
Delivery of message:
The main message of this campaign is to "Believe in something, even if it means sacrificing everything." This message is telling viewers to stand up for what they believe in regardless of the opinions they may receive from expressing them. The campaign also explained the simple ways to make active changes in your life, that you may not have thought of doing before. For example, starting a team sport when you have social anxiety. The campaign was posted across all of Nike's social media accounts on Twitter, Instagram, Facebook and on billboards around the world.
There are many different types of platform used in advertising. Such as:
How products are adapted:
In Earth Hour, there are many ways that the products are adapted in order to fit the campaign delivery. For example, the main aim of this campaign was awareness and making sure everyone around the world became aware of climate change, and the simple ways that we can help make to reduce the ways humans cause climate change. An example of product adaptation for Earth Hour is taking scenes from the campaign video and creating it into a poster so that people who aren't necessarily online can see the campaign via newspaper or billboard. This can expand Earth Hour's target audience which is what they want as the overall outcome.
How do institutions create brands across different products and platforms:
Earth Hour uses the representation of a WIFI icon with the colour scheme of blue and green to create their brand across different products and platforms. The WIFI icon is used to create awareness about connecting people around the world together in sight of climate change. This will promote brand awareness and the campaign will be recognised by viewers as the Earth Hour worldwide movement.
The use of the colour scheme creates branding that people can associate to the Earth. Blue represents water and purity of nature, and green represents forests around the world and the healthy signs of nature. The colour scheme was used on all social media campaigns in order to keep the theme going and make sure that people would associate the blue and green wifi sign with the Earth Hour campaign. Similarly the use of black in the background sends a darker message than if the background was white
How do they engage in different target audiences:
Earth hour engage different target audiences through the method they deliver the message with. For example, Earth Hour created an Instagram page for each Earth Hour event around the world. This is so they could attract as many people as possible from across the world. Although majority of the target audience is 13 to 25 years old as climate change activism is powered by them nowadays. Similarly as young people have been surrounded by technology for the majority of their lives they are able to take something such as climate change, and flood the internet with campaigns like Earth Hour giving them an extended amount of exposure that otherwise would not be seen by so many people.
By using different social media platforms Earth Hour is also able to appeal to a wider demographic. For example, Instagram is associated with a younger demographic, so using this particular site as the primary form of advertisement as well as Twitter and Facebook which appeal to an older demographic.
In the video campaign Earth Hour aim it at a mass audience showing that by everyone supporting the same world issues it can bring people together where everyone is included. The video begins with scenes from different Earth Hour events where they have plunged into darkness in order to promote the importance of Earth Hour. The background music is mellow but happy and combined with the authentic footage fills viewers hearts with an urge to be part of the campaign and motivate them to be conscious of climate change. The song used is called 'All Of The Stars', a lyric from the song says 'I can see the stars from America' - this is ironically used in the video campaign because of such high pollution levels around the world that we are unable to see the stars. Whilst viewers watch the video they can also hear Antonio Guterres who is the UN Secretary-General speaking about the impact of the campaign and how it will slowly start to benefit the environment.
Learning outcome 1 (U24): Understand the products that are produced within and across media industries.
P1 (U20): Describe an existing media advertising campaign
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| Sourced from Google |
The overall message of the "Dream Crazy" campaign with NFL player Colin Kaepernick is to not let your weaknesses define you whether they be mental or physical and to work hard at what you love regardless of traits that may hold you back as well as perseverance and that you should never give up. For example, running as a double amputee or giving up on something because you keep failing at it. The video also features other celebrity athletes such as Venus and Serena Williams. This promotes hard work and determination and proves that if you really want something you have to work incredibly hard in order to achieve it.
Aims and objectives:
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| Sourced from Instagram |
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| Sourced from YouTube |
Nike has two aspects to its marketing - one is fashion branding and the other is sportswear. This campaign is for Nike sportswear. The objective of this campaign was to sell as much sportswear as possible.
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| sourced from YouTube |
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| Sourced from YouTube |
Approach: The campaign was widely celebrity-endorsed by those who were involved in the campaign. For example, Colin Kaepernick posted the campaign on his multiple social media profiles. Similarly, Nike also used both above-the-line advertising and below-the-line. For example, Nike made a conscious effort to use all the possible mediums of media to expose their brand as much as possible. By using above-the-line mediums, such as billboards and television ads, it allows the advert to be more tailored to effectively reach a mass audience; similarly, it also means the advert gets repeated across multiple different locations. For example, Nike used many different billboards across London to gain wide attention to the campaign from all types of audience and in result it may or may not drive customer responses as it is something people are passively seeing as they walk past. On the other hand, below-the-line mediums are used to specifically target the niche audiences or individual customers. Social media is a good example of below-the-line advertising, as it enables the company to target specific audiences through shares and likes. Nike used sites such as Instagram to achieve this. This requires direct contact with customers and enabled Nike to build stronger relationships with customers in order to create established brand trust. In result using below-the-line advertising is more likely to gain useful individual responses as they are actively listening.
Representation: This campaign was represented by people who have a keen interest in Nike clothing, people who stand up for what they believe in and people who use Nike products for sports purposes. Similarly, it was also represented by world-famous athletes who made appearances in the campaign. Those who were included in the video represented determination and perseverance to work hard for what they want, never give up and never let certain characteristics define you. Importantly, Nike used athletes from all different ethnicities, both able-bodied and less able-bodied.
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| Sourced from YouTube |
The image above, from the YouTube extended television commercial, shows Lebron James opening his 'I Promise' elementary school in Ohio. This school is specifically aimed at at-risk children.
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| YouTube |
Choice of media: Nike wanted to get the largest amount of exposure on this campaign as possible. In order to achieve this they would have to use a wide range of different media types and place them where their target audiences would see them. For example, Nike used billboards, TV, public transport, social media and print media, as well as uploading the video campaign onto youtube so that anyone can access it at any time. By using such different types of media it meant Nike were able to target many different audiences in society. Newspapers are favoured by the older more traditional generations and so they are highly likely to see the campaign in their daily newspaper.
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| Sourced from Google |
The image above shows one such newspaper, though this is from Sports Intertwined paper in the US, so clearly they are using a mass media, above-the-line form of advertising to target specific audiences.
By using billboards it targets the locals of the area for local area promotions that they could advertise. Similarly using public transport gave Nike an advantage to its competitors as many people use public transport daily - tourists, general public, students, business people and daily commuters. on the other hand, social media is also extremely beneficial as it connects the whole world and many people are able to access it and view it.
Call to action: Prior to this campaign Nike had been known for putting out controversial videos, so it was expected that they would receive a decent amount of mixed opinions for including ex NFL star Colin Kaepernick. However, they chose to include him in the advert because he is known for his political activism regarding systematic racism against African-Americans and kneeling during the national anthem before a football game. Similarly, as the USP of the campaign is "believe in something, even if it means sacrificing everything" it links to Kaepernick's NFL career, as he sacrificed it to promote systematic racism against African-Americans. A response mechanism is what moves the prospect towards making the purchase. Consumers feel comfortable with a reply mechanism because it allows more time for consideration and there is no sales pressure. Nike's response mechanism was to be open to the controversy and prepared their employees for potentially angry customers voicing their opinions in Nike's merchandise shops. And so included how to deal with situations like this in employee training.
Relevant legal and ethical issues: Although this advert received a lot of praise, viewers also branded it controversial, as at the time NFL star Colin Kaepernick was fighting for equality in political culture, by famously kneeling during the national anthem in order to protest police brutality.
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| Sourced from Google |
However the campaign fits nicely with the sentiments of Nike’s “Equality” campaign, as the company is no stranger to controversy. The danger behind the controversy for Nike was that many customers publicly decided to boycott the company in protest to the campaign including Colin Kaepernick. They chose this aim because Nike want to break down social barriers through sport.
Regulatory bodies: Ofcom is The Office of Communications and is the UK government approved regulatory and competition authority for the broadcasting, telecommunications and postal industries of the UK. It has wide-ranging powers across the television, radio, telecoms and postal sectors. Whereas the ASA is The Advertising Standards Authority and is the UK's regulator of advertising. Both regulators deal with public complaints regarding any content that they deem to be inappropriate. Once a complaint is made, the regulators will look into the company who created the content and remove it if it breaches their rules and regulations. Nike received complaints from customers regarding the campaigns controversy in using Colin Kaepernick. Even though the ad received complaints, it was not deemed offensive in any way and therefore was not removed.
Earth Hour WWF:
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| Sourced from Earth Hour website |
Earth Hour by WWF was a campaign where individuals, businesses and cities in 188 countries and territories came together to speak up for nature and inspire urgent action for the environment. As Earth hour rolled around the globe, thousands switched off their lights in solidarity with the planet. Many also pledged their support for the planet, urging world leaders to push the issue up the global agenda and secure an international commitment to stop and reverse the loss of nature.
Aims and objectives: This campaign is fairly established and has been running annually since 2007. The main aim is to spread awareness on how much humans are really affecting the Earth. They wanted to project the message across the human population that our planet is the most precious thing we have and it is our home, our source of life, beauty and health, on which we are totally dependent. So why, when we are aware of the harm we're causing, not do anything to change this? The main method WWF used to create awareness was word of mouth through environmental activists such as Greta Thunberg.
Although another method they used was mass participation events, for example the first Earth Hour event that took place in Sydney, saw more than 2.2 million people turn off their lights for one hour on 31 March 2007 to show a climate-sceptic government that cared about climate change. Since this event, Earth Hour has broken all records for mass participation and in 2009 was on its way to becoming the world's largest grassroots movement for the environment. Finally in 2018 to create even more awareness, Earth Hour kickstarted a three-year #Connect2Earth movement to raise awareness about the interconnectivity of climate change with biodiversity and people. It was describe as 'a new and exciting journey to reverse the loss of nature started here'.
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| Sourced from Google |
Target audience: The target audience for this campaign was anyone wanting to help impact reversing the consequences of climate change that, we as humans, have caused. Similarly, the age range of this particular target audience is fairly broad in that, recently young people have become much more involved in making climate change a prominent worldwide issue - the ages range from 13- 85 years old. All these people have a significant interest in climate change and want to voice their concerns. Moreover they all follow an environmentally friendly lifestyle. For example, buying groceries from package free supermarkets where customers take their own containers to put the food in, and are required to pay for the food by its weight.
Key messages: The main message of the campaign was that by acting together and acting now, we have a unique opportunity to set a new direction for our society. As the global fear is that we have started an unstoppable movement for nature and together we can and will halt nature loss, preserve the amazing diversity of life on Earth, and avert a catastrophe for our civilisation.
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| Sourced from Earth Hour website |
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| Sourced from BBC website |
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| Sourced from El Pais website |
Campaign logistics: The campaign created assets on key international days throughout the year, placing them through open-source assets on Connect2Earth.org. The aim was to facilitate conversations about nature, raise awareness of the values of biodiversity and inform people of the steps they can take to conserve and use nature sustainably. The toolkits provided suggested event ideas and education tools for environmentally themed days such as Earth Day and International Day for Biological Diversity - but also for other days - such as World Tourism Day, where they can also highlight the importance of nature. Together with the campaign partners and ambassadors, they hope to bring the importance of nature into the lives of the billions of people who depend on it. Each year the team works around the clock to make the global movement bigger and better than the last - engagingly audiences across the world to switch off as a sign of solidarity with Earth Hour's objectives. This year the global Earth Hour operation was run by a team of 13 WWF staff supported by 8 interns. The team is responsible for sharing the campaign narrative with the Earth Hour network, event organisers, partners and media.
Choice of media: Earth Hour made headlines worldwide between 1st January and 31st March and was covered by TV, radio and online/print media globally with more than 28,000 media mentions. The Earth Hour movement was covered by the global wires AFP, Reuters ND AP as well as leading media outlets such as the BBC, CNN and The Washington Post.
Call to action: The campaign also made a conscious effort to gain the largest target audience as possible by partnering with Pocoyo - a tv show who has been the 'kids ambassadors' for Earth Hour since 2010. The characters of the tv show helped raise the profile of Earth Hour movement by encouraging people to support the cause and educating future generations about the planet and its environment. For 2019, the creators of Pocoyo created an interactive game educating players about how nature provides our food. In addition, there was an activity book and videos about connecting to nature and keeping the environment clean and green. They also created a video about how viewers can pledge their support and 'add your voice for the planet'. This video helped reach a younger audience and engage and inspire future leaders, with the videos reaching 5.7 million views on YouTube alone.
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| Sourced from YouTube |
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| Sourced from YouTube |
Relevant legal and ethical issues: Whilst there have been no specific legal and ethical issues for this campaign, WWF itself has received criticism for its alleged links to multinational corporations such as Coca-Cola, Shell and BP. According to reports, the company has been given millions of dollars from such corporations. This creates an ethical issue, because large multinationals are often associated with the exploitation of third world countries, and with the destruction of natural habitats. As WWF supports ecological conservation, the company might been seen to be at odds with their own principles.
Regulatory bodies:
As with the Nike campaign, the main regulatory bodies for this campaign would be Ofcom and ASA.
As with the Nike campaign, the main regulatory bodies for this campaign would be Ofcom and ASA.
Earth Hour:
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| Sourced from Google |
Consistency:
For the Earth Hour campaign, consistency was show in a number of different ways throughout the advertisements. For example, on all of the Earth Hour campaigns they included the same symbol which has now become the face of the campaign. As well as this, all the adverts also had similar typefaces so that viewers could associate the various ads with Earth Hour.
Delivery of message:
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| Source from YouTube |
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| Sourced from Instagram |
This campaign was published as a billboard ad and a YouTube campaign video as well as having social media accounts created on instagram and and twitter. The campaign has one main account which is verified, with lots of other accounts that are specific to different countries so that followers can join in local marches and protests.
Strengths and weaknesses: Some strengths of this campaign was the representation of the campaign - the people who feature on the YouTube videos and the Instagram and TV ads. The type of people the campaign used are from all different countries, ethnicities. In the Official Earth Hour 2019 video it shows scenes from 188 countries all plunging into darkness at some of the most famous landmarks to celebrate Earth Hour and how important it is to protect our planet. By using animals and people it helps people to feel more sympathetic to the cause and more encouraged to be more eco friendly.
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| Sourced from Google |
Some weaknesses of this campaign is that the slogan changes from ad to ad which may confuse viewers as to whether the ads are related to each other or from different climate change activist organisations. Similarly since October 2018 a new socio-political movement called Extinction Rebellion was created in Britain with the stated aim of using civil disobedience and nonviolence resistance to protest against climate breakdown, biodiversity loss and the risk of social and ecological collapse. This movement is ran by mainly under 25s and they have their own website that states the demands they want from the British Governments, such as that the Government must tell the truth by declaring a climate and ecological emergency, they must also act now to halt biodiversity loss and reduce greenhouse gas emissions to net-zero by 2025. In comparison to Earth Hour, this organisation has a more aggressive way of projecting the importance about climate change and what they specifically want done to help reduce the impact of human life on our Earth. Whereas, Earth Hour has a happier way of encouraging people to be more eco-friendly - the activities they do help bring people together in the process.
Dream Crazy:
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| Sourced from Google |
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| Sourced from Google |
Throughout the campaign Nike made sure to use the same consistent close up angles of people who had featured in the campaign video with a quote from the audio across the centre of the image. Most of the images are in black and white with the person in the image set in colour to stand out. For example on the picture of Serena Williams there is a quote across the image that states "girls from Compton don't play tennis. They own it. Nike are consistent with this for all of their campaigns. For this campaign, Colin Kaepernick was the face of the advert. The most famous picture from the campaign is Colin Kaepernick with the quote that he says in the video "believe in something, even if it means sacrificing everything." This message was consistent throughout the Dream Crazy campaign. The theme of dream... is also consistent throughout other Nike video campaigns. For example on the Nike YouTube channel it features the Dream Crazy campaign, Dream Crazier campaign, Dream With Us campaign and Dream Further which all end with #JustDoIt which is Nike's slogan handle.
Delivery of message:
The main message of this campaign is to "Believe in something, even if it means sacrificing everything." This message is telling viewers to stand up for what they believe in regardless of the opinions they may receive from expressing them. The campaign also explained the simple ways to make active changes in your life, that you may not have thought of doing before. For example, starting a team sport when you have social anxiety. The campaign was posted across all of Nike's social media accounts on Twitter, Instagram, Facebook and on billboards around the world.
Strengths and weaknesses:
This campaign got a lot of news coverage across the world, even though some was negative. At the time this campaign was released Colin Kaepernick was in the news for kneeling during the national anthem at a football game as a protest for gun violence. Nike have been known to use controversial celebrities in their adverts previously so this was not a surprise to viewers. The advert was laden with inspiring imagers, showing teenagers and young people overcoming things that may hold them back such as a disability to compete in sports or even taking part in a sport they may not usually do. When LeBron James appears on screen, Kaepernick says, "Don't become the best basketball player on the planet, be bigger than basketball". Despite the uplifting message, the ad received a lot of negativity from viewers. Nike received boycott threats due to their support of Kaepernick and his on-going national anthem protest.
Describes the media products for the advertising industry, including an assessment of the way in which products are adapted, and institutions create brands and cross-media products across platforms to engage audiences. (U24:P1)
There are many different types of platform used in advertising. Such as:
- Television
- Radio
- Print (Billboard, magazine, newspaper, leaflet, poster)
- Web and digital ( commercial sites desktop, mobile sites, apps)
- Pop-up adverts
- Public transport adverts
How products are adapted:
In Earth Hour, there are many ways that the products are adapted in order to fit the campaign delivery. For example, the main aim of this campaign was awareness and making sure everyone around the world became aware of climate change, and the simple ways that we can help make to reduce the ways humans cause climate change. An example of product adaptation for Earth Hour is taking scenes from the campaign video and creating it into a poster so that people who aren't necessarily online can see the campaign via newspaper or billboard. This can expand Earth Hour's target audience which is what they want as the overall outcome.
How do institutions create brands across different products and platforms:
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| Sourced from Google |
Earth Hour uses the representation of a WIFI icon with the colour scheme of blue and green to create their brand across different products and platforms. The WIFI icon is used to create awareness about connecting people around the world together in sight of climate change. This will promote brand awareness and the campaign will be recognised by viewers as the Earth Hour worldwide movement.
The use of the colour scheme creates branding that people can associate to the Earth. Blue represents water and purity of nature, and green represents forests around the world and the healthy signs of nature. The colour scheme was used on all social media campaigns in order to keep the theme going and make sure that people would associate the blue and green wifi sign with the Earth Hour campaign. Similarly the use of black in the background sends a darker message than if the background was white
How do they engage in different target audiences:
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| Sourced from Instagram Earth Hour |
Earth hour engage different target audiences through the method they deliver the message with. For example, Earth Hour created an Instagram page for each Earth Hour event around the world. This is so they could attract as many people as possible from across the world. Although majority of the target audience is 13 to 25 years old as climate change activism is powered by them nowadays. Similarly as young people have been surrounded by technology for the majority of their lives they are able to take something such as climate change, and flood the internet with campaigns like Earth Hour giving them an extended amount of exposure that otherwise would not be seen by so many people.
By using different social media platforms Earth Hour is also able to appeal to a wider demographic. For example, Instagram is associated with a younger demographic, so using this particular site as the primary form of advertisement as well as Twitter and Facebook which appeal to an older demographic.
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| Sourced from Youtube |
In the video campaign Earth Hour aim it at a mass audience showing that by everyone supporting the same world issues it can bring people together where everyone is included. The video begins with scenes from different Earth Hour events where they have plunged into darkness in order to promote the importance of Earth Hour. The background music is mellow but happy and combined with the authentic footage fills viewers hearts with an urge to be part of the campaign and motivate them to be conscious of climate change. The song used is called 'All Of The Stars', a lyric from the song says 'I can see the stars from America' - this is ironically used in the video campaign because of such high pollution levels around the world that we are unable to see the stars. Whilst viewers watch the video they can also hear Antonio Guterres who is the UN Secretary-General speaking about the impact of the campaign and how it will slowly start to benefit the environment.
The serious side of the trailer shows off the real impacts humans are having on the Earth and if we continue living in a way that is killing the environment, it will be over for the human race by 2050. But if everyone on the planet plants one tree we will be able to simultaneously reduce the amount of harmful carbon dioxide in the atmosphere thanks to photosynthesis.
In conclusion, this was a successful marketing campaign for Earth Hour because it helped to spread awareness and encourages people to take an active step in reducing climate change through a wide range of digital and traditional advertising.
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