YEAR 2 AWARENESS CAMPAIGNS

Awareness campaigns are one of the most popular, effective, and flexible ways to raise public interest and educate your community about your nonprofit’s mission.

But, as you well know, it can be difficult to grab the attention of your target audience and motivate them to get involved. How can you get your organization in front of as many people as possible and amplify your cause?

The answer is with a well-designed awareness campaign.

When delving into critical issues such as child abuse, human welfare, animals’ rights…campaigners face unique challenges.

What strategies can overcome those challenges to gain the attention and engagement of people?

STAND UP FOR ANIMALS'RIGHTS

What PETA REALLY Stands For | PETA

Do you know what PETA stands for? Learn the truth about what's at the core of the world's largest animal rights organization.

https://www.peta.org/features/what-peta-really-stands-for/

ANALYSING AN AWARENESS CAMPAIGN

GROUP WORK

Choose one of the following awareness campaigns by PETA

Introduce the document (nature, introduce PETA…)

Who is the target audience?

Describe as precisely as possible (setting, people, objects…)

How is the attention of the reader attracted? (composition, colors, lettering size, typography, perspective, emphasis, catchphrase, persuasion tactics…)

Aim and impact on the reader?

Do you find it convincing? Give your personal opinion.

Télécharger METHODOLOGY ANALYSING AN AWARENESS CAMPAIGN

STAND UP FOR DOWN SYNDROME

World Down Syndrome Day

To mark World Down Syndrome Day in 2017, Down Syndrome International released a PSA jokily explaining why the term ‘special needs’ does not make sense in relation to people with the condition.

Starring Glee actress, Lauren Potter, the ad brings to life what a number of ‘special needs’ might actually be, such as eating dinosaur eggs or being woken up by a celebrity each morning. But in reality, while they might need a little extra assistance in some areas, people with downs syndrome simply have the same needs – including love, friendship, and a career – as everyone else.

Touching and funny – the campaign is effective at using humour to break down common preconceptions. It also highlight’s the charity’s initiatives, encouraging people to visit its campaign website in order to find out more about the real lives of people with down syndrome.

STAND UP FOR SERIOUS DISEASES

Coppafeel

Coppafeel talks about breasts in the same way Balls to Cancer talks about testicles. Essentially, it aims to empower women by talking about a serious topic in a light-hearted and unexpectedly fun way.

Informing viewers that ‘touching your boobs could save your life’, its 2017 ad explained the various ways people can check themselves, illustrated with a variety of objects and food items designed to look like breasts.

Balls to Cancer & Volkswagen’s ‘Working with you’

The aim of the charity Balls to Cancer is to ‘fight testicular cancer with fun’. It speaks about the topic of testicular cancer in a decidedly jokey way, mainly to appeal to men who might be embarrassed or shy away from the subject.

This year, it has teamed up with Volkswagen to raise awareness during Male Cancer Awareness Month, creating an ad to urge people to take care of their health as much as they do their vans. The awkwardly comedic ad sees a man getting his van fixed, before dropping his trousers in hopes that the mechanic might take a look at something also in need of checking. “I just do vans”, is the reply, along with a prompt to see a GP if worried.

Highlighting the personal struggles that could easily prevent the disease, it’s a subtle and amusing way to raise awareness of cancer, without tugging on the heart-strings too much.

STAND UP AGAINST CHILD ABUSE & VIOLENCE

STAND UP AGAINST GUN VIOLENCE

STAND UP FOR WOMEN'S RIGHTS

EMPOWERING WOMEN

Last year, The Global Goals movement released the #WhatIReallyReallyWant campaign to inspire women all over the world to share a photo of themselves holding up what they really, really want. Reiterating that women face different challenges all over the world, whether it’s fighting for the right to education or closing the gender pay gap, this campaign serves as a reminder that although gender equality has come a long way, there’s still even further to go. All cleverly tied together with a track from our original girl-power band, the launch video was viewed 3.5 million times on Facebook, empowering thousands to stand up and say what they really, really want.

STAND UP AGAINST RACISM

Say no to racism | Video History | UEFA Champions League

Official UEFA Champions League history. Season-by-season guide, extensive all-time stats, plus video highlights of every final to date

https://www.uefa.com/uefachampionsleague/history/video/0232-0e6797a8f3ca-990854aa55d4-1000--say-no-to-racism/

STAND UP FOR GENDER RIGHTS