ANNEX E: Menu of options for Channels Advertisement
• T-shirts • Public Service Announcements (PSAs). Radio and TV stations are required by their licenses to run a certain number of free PSAs for non-profit entities or causes. Many stations will help you write the copy, and will perform them as well. • Billboards and signs. These can be creative both in the way they’re designed and in the way they’re presented. • Sponsorship of or links to events, radio or TV shows, sports teams, etc. This option can be done at almost any level, from sponsoring school sports competition (e.g., basketball) to having your message splashed on local cable and national TV, depending upon your resources and connections.
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Information channels
• Posters. In appropriate locations, couched in simple language, and with tear -off phone numbers or other information, these can be very effective. • Fliers and brochures. As discussed above, these can be more compelling in places where the issue is already in people’s minds. • Organizational and barangay bulletins. These may range from church bulletins to the internal newsletters of local corporations. • Promotional materials. Items from the familiar caps • Comic books or other reading material. Reading matter that is intrinsically interesting to the target audience can be used to deliver a message through a story that readers are eager to follow, or simply through the compelling nature of the medium and its design. • Internet sites. Depending upon the audience, this can be a successful way to reach a large number of people. You probably need to think carefully about
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links from other sites, and about a strategy to make the site easily accessible through search engines. An Internet presence would probably work best in combination with other approaches, so that the URL (website address) would be listed in other channels. Press releases and press conferences. These may announce the kick-off or status of a campaign, simply provide information about your issue, or showcase new information about the issue that may help to change people’s perceptions or behaviour. Presentations or presence at local events and other gatherings. Announcements and presentations at public and institutional or organizational gatherings. Guerilla marketing. A one-time, memorable public demonstration on the campaign doesn’t have to be confrontational: it can be positive and upbeat, and still grab the public’s attention. Word of mouth. If you can get to a few key influential people, they can help to extend a social marketing message to a whole target population simply through their networks and their day-to-day contacts.
Social Marketing Lite Adaptation to Climate Change in Coastal Areas ACCCoast Project
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