Xavier Butcher Advertising Design Major Project
Contents 1 Summary 2 Client 3 Target Audience 4 Competitor Analysis 5 Strategic Approach 6 Media 8 Summary 10 Campaign
Summary This is a print advertising campaign for the UNHCR, which aims to improve the Australian public’s perception of refugees, by targeting small business owners and low skilled workers. The campaign focuses on the positive values refugees possess, along with an appeal of humanity, to tackle widespread uninformed and bigoted opinions. The campaign will be placed in a variety of major and regional newspapers and Adshel panels.
1
Client The United Nations High Commissioner for Refugees was established in 1950 and is an impartial, non-political humanitarian organisation mandated by the United Nations to protect refugees and seek ways to help them restart their lives. UNHCR’s Regional Office in Canberra covers Australia, New Zealand, Papua New Guinea and the Pacific, and is focussed on three key areas: legal protection, resettlement and public information. The Public Information Unit raises awareness about UNHCR’s work and refugee issues amongst parliamentarians, schools, the media and the general public.
2
Target Audience The primary target audience of this campaign are Australians aged 45-65 who are medium to small business owners. They live and operate in outer suburban, regional or rural areas, and are employers of working class or low skilled workers. The secondary target audience is low skilled workers, who would likely be employed by the latter. Similarly they are aged 40-60 and live in outer suburban to rural areas, though are more likely to use public transport. They are literate, though do not have extensive education. They have opinions formed from a narrow variety of media sources, and may be uninformed or prejudiced.
3
Competitor Analysis The main competitor, or obstacle to this campaign is bigotry. This is a mind-set which is narrow, and convinced of the superiority or correctness of it’s own opinions and prejudiced against those who hold different opinions. A typical bigoted opinion of refugees might be that they are a drain to the economy, illegal or terrorists. They only consider the issue from one perspective, and ignore the side of humanity or facts. Pauline Hanson is an example of this kind of attitude, which is difficult to change, and needs to be approached carefully using messages which are hard to deny and easy to understand. These kinds of opinions are exploited and appealed to by politicians and the media, which leads to them spreading unnecessarily.
4
Strategic Approach This is a two part campaign, meant to target different audiences. The first part of the campaign targets the primary audience and focuses on the positive value which refugees possess that could benefit them and Australia. The first campaign piece targets these business owners specifically, as refugees are potential future employees, and many begin working in this class of job.
Overall the campaign tries to move refugees away from the current negative light given by the media and politics, improve the public’s perception of them and raise positive awareness.
The second part of the campaign is targeted at the secondary audience, and aims to encourage Australians to think about the reasons refugees have left their homes, the kind of conditions that forced them to leave and take such a risk—that they are not just people looking for a lucky break or to free-load on Australian society.
5
Media The campaign will be placed in two mediums, newspapers and public transport advertising panels. Newspapers will be used as they target the primary audience in age and socio-economic status, and can be run for a longer period of time than a television campaign. Business owners will have time to browse the paper any time, but are likely working during prime television hours. The Herald Sun, The Australian and also The Age will be the main newspapers utilised, along with regional papers such as the Mildura Weekly to reach a more remote audience. The second medium used for this campaign will be Adshel panels and APN Outdoor posters. The ads will be placed in panels located in outer suburbs, to target the secondary audience, who are more likely to
6
use public transport. These panels have a large amount of exposure and reach many Australians, and the campaign will still have effect outside the target audience. Both parts of the campaign will be placed in newspapers and panels, as there is some cross over between the two messages, media and location that will affect both audiences.
APN Outdoor posters in train stations provide excellent exposure to the secondary target audience.
The Australian and Herald Sun will be the main newspapers in which the ads are placed, along with regional papers to reach a wide audience.
The Age will reach the target audience along with a wider demographic.
Adshel Metrolite and Superlite panels provide wide reaching and high frequency messaging.
7
Summary This campaign carries the UNHCR’s messages of respect and humanity for refugees, to two major demographics of Australian society. By focusing on positives rather than negatives, the campaign encourages the audience to think differently about refugees and their plight for a normal life. Through highly visible marketing mediums, the messages of this campaign will be spread to many Australians far from the initial target demographics and start to change collective opinions towards a more tolerant future.
8
Campaign
9
See their value. Refugees come from a wide variety of cultures and have diverse backgrounds. Forced to leave their homes due to persecution, they are willing to learn, become part of and contribute to Australian society. What could refugees do for you?
The first campaign piece.
10
Every year hundreds of thousands of people flee their homes due to conflict and persecution. They endure horrific conditions and treatment in search of a safe refuge
Say yes to humanity, say yes to refugees.
The second campaign piece.
11
The first campaign piece shown in The Age at eight columns by 140mm. The ad will be placed on pages with stories relevant to the theme of refugees or international issues.
12
The second campaign piece shown in the Herald Sun at three columns by 220mm.
13
The first campaign piece shown as an APN Rail Cross-Track poster, 6m x 3m.
14
The second campaign piece show in an Adshel Superlite panel, 1150mm x 1750mm.
15
Xavier Butcher 6780636 Advertising Design HDCOM323 Project 2 Anthony Elliott, Monday 12.30pm