Client-‐ UNICEF’s ADAP program (Adolescent Development and Participation) Key fact-‐ According to Progress for Children: A report card on adolescents, there is a “significant need for improved investment in all aspects of adolescent’s lives, well-‐being – even in their struggle for survival.” Adolescents are also a pro-‐active generation who can help better their communities. Consumer problem to overcome-‐ People who fund and donate tend to be more sympathetic toward children in dire situations, but adolescents from ages 10 – 19 haven’t received as much aid. Advertising goal-‐ UNICEF offers programs for adolescents to get involved in humanitarian and government issues, climate change, child protection, and HIV/AIDS prevention. Our goal is two-‐fold: 1) Get donations and funding that go toward improving the lives of adolescents in developing nations; 2) Get active participation from these adolescents to give them skills and knowledge about social issues so they develop humanitarian values that they will take with them to adulthood. Principal competition-‐ Other foreign relief non-‐profit organizations that can potentially take away donation dollars from UNICEF’s adolescent programs. Some of these are Africare, The Red Cross, Doctors Without Borders, Project HOPE, and The Rockefeller Foundation. Target market-‐ The market is potential donors: males and females ages 25-‐60 with disposable income and humanitarian values. They often donate to charities and social causes. These are members of an affluent society with enough money to meet their basic needs and want to contribute to improving conditions for less fortunate. Creative strategy-‐ In this advertising campaign we will emphasize that it is important to invest in improving adolescents’ quality of life because they are the future of society. This campaign will include photos and statements of real life examples of young people who made differences in their communities. It will inspire donors to invest in adolescents because they are our future’s innovators. Reason Why-‐ While UNICEF has gotten a lot of support when it comes to child and infant emergency relief, the adolescents in developing nations tend to get overlooked. Getting potential donors to contribute money will help UNICEF fund health, water, sanitation, and relief programs to educate adolescents and give them skills to help their communities.
Visual-‐ This will be a full-‐page ad that features a photograph of adolescent students in a classroom in Haiti, Namibia or another emerging country where UNICEF offers ADAP programs. From this photograph, it is clear that the school has less money and lower quality than schools in first-‐world countries. The kids look young, bright and optimistic. They are smiling and appear to be eager to learn. The goal of this ad is to be inspirational and invoke sympathy that makes the audience want to donate to these hopeful students’ cause. The headline will appear at the top left of the page. The subhead will be in all capital letters directly under the headline. It will be at a diagonal angle which will make it appear as if it where stamped. The body copy will be to the right of it in smaller print. The UNICEF logo will appear underneath the body copy. Headline: Tomorrow’s Innovators need your help today Subhead: INVEST IN ADOLESCENTS Body Copy: UNICEF’s Adolescent Development and Participation Program (ADAP) educates young people on social issues and provides workshops that give them the skills they need to improve their communities. Donate to improve their quality of life. The quality of our future depends on it. www.unicef.org
Outdoor Advertisement Visual-‐ This ad campaign will be a series of photographs that feature an adolescent in their own community. Each ad will be one photo of the city in an emerging nation that has gone through some kind of distress or turmoil. An adolescent who made a difference in the community through UNICEF programs will be the focal point of the photo. They will be pictured slightly bigger than the correct proportion and the shot will be at an angle where the camera is pointing up at them. This angle will make it appear as if the adolescent is rising from adversity. It is a kind of an exaggerated concept for a post-‐apocalyptic theme. The image will be photoshopped in saturated, sepia tones with deep shadows. This way, the ad will appear to be more monochromatic and easier on the eyes. The campaign series will use three different photographs, a different one for each ad. One will be of a boy in Haiti who will stand over the post-‐earthquake rubble in Port Au Prince. Another will be a girl in Egypt who will stand over Cairo that faces political turmoil and civil unrest. The last one will be a boy in Pakistan’s Waziristan area who will stand over the destruction of the war-‐torn state. These are all real examples of adolescents who contributed to improving their city through UNICEF programs. The headline will appear on the right side of the ad with the UNICEF logo underneath. Headline: EDUCATE ADOLESCENTS EMPOWER CHANGE ENSURE OUR FUTURE
:30 Second Radio Spot SFX: ANNC: SFX: VO:
(THUNDER ROLLING AND SAD MUSIC) The world is at risk from the harmful effects of climate change and adolescents in emerging nations are in the most danger. (BIRDS CHIRIPING AND HAPPY, UPBEAT MUSIC PLAYS) We may be the most vulnerable to climate change, but we can be part of the solution. I’m Vo Gian Ha. I’m a fifteen-‐year-‐old from Vietnam. UNICEF helped me make a film about the effects of climate change in my community and ways my neighbors can overcome them. UNICEF’s Adolescent Development and Participation Program educates young people and gives them the skills they need to make a difference. Invest in adolescents: our future’s innovators.
Web Essentials Summary Banner Ads UNICEF’s banner ads have prominent brand recognition. There is a consistent use of light blue, the color of their logo. Many of the ads are in black and white with light blue element that stands out. Their banner ads present different incentives and new offers. They keep their message fresh to remind people of the wide variety of issues and causes they can donate to. For example, they have advertisements for their Tap Project, ending preventable diseases and ending human trafficking. I did not see any advertisements for the Adolescents in Participation Program that I worked on for my copy assignments. The ads are engaging with interactive mouse-‐over media. They feature photos of suffering children in emerging nations, which invokes emotion and drives visitors to the site. Web Copy and SEO UNICEF’s website has an abundance articles, reports and databases. The standard for most companies is to keep web copy as short as possible, but I think UNICEF is exempt from this because visitors use this sight for research. As a prominent non-‐profit, UNICEF has a lot of information that needs to be available. Their articles have an effective use of inverted pyramid style where the main messages are located at the top and less important details are at the bottom. The site does feature shorter copy for the average visitor who just wants some background into their company. The site has brief summaries, informative headlines and subheads. While the pages require a lot
of scrolling, many important facts are broken into bullet points, used as captions for photos and called out in bold letters or different colored font. UNICEF’s websites optimizes keywords as a way to get traffic through SEO. Their content is full of phrases about which countries, causes, programs, celebrity ambassadors and reports they’re featuring or working on. For example, “UNICEF supports Malians displaced by conflict” “Can You See Me? Profiles of Children” and “David Beckham: Goodwill Ambassador and Advocate.” Keywords such as: immunization, child survival, third-‐world education, global leaders are strategically placed in the first and last paragraphs. UNICEF utilizes relevant headlines and subheads for easy SEO. For example, “Child Survival and Development,” and “Basic Education and Gender Equality.” The subheads include keywords such as: nutrition, environmental interventions, AIDS transmissions and violence against children. UNICEF does not use keywords for images. Changing file names from “ibc_1_11488” to an actual description of the photo would make fore more effective SEO. Web Content/Design: UNICEF has a simple, memorable URL, their name www.unicef.org. The landing pages also have unique, easily navigated URLs such as www.unicef.org/index or www.unicef.org/supply. UNICEF’s website is engaging and interactive for visitors. It has a marquee of news stories and a featured video on the landing page. The site features many photos,
graphs and great visuals, which are essential to any company’s web content. It is also not in Flash. It has a simple navigation system that includes primary navigation on the landing page, secondary navigation that brings you to many different sections, and a universal search at the top of the page. UNICEF also has an email program for newsletters, a contact us option and an easy opt-‐out feature located at the bottom of the page. UNICEF doesn’t use QR codes but should start using them to increase website traffic. The website reinforces brand recognition because the overall design, font style, and colors are consistent throughout the various pages. The aesthetic and format of second, third and fourth-‐level pages are the same as the landing page. The web content is prioritized well. The homepage features a sequential list that goes in this order: 1) Emergencies; 2) Syrian Crisis; 3) World Immunization Week; 4) Special Reports; 5) Nutrition; 6) Committing to Child Survival; and 7) Education. Their site is similar to a news source because it features their latest and most important causes first then drills down to additional information. Although the website features so much information, it successfully organizes it in an easily accessible way.
:30 Television Commercial
A shot of Quang Bing, Vietnam’s coastal homes that were destroyed by a storm. A boy is filming them with a camcorder. SFX: Traditional Vietnamese music plays.
Cut to sad Vietnamese fishermen who are out of work because of the storms. The boy filming’s voice over says, “Every year my town suffers severe storms and floods due to climate change.”
Cut to hopeless looking school children. The boy films this as well and his voice over says “When it comes to climate change, our footprint is small, but we will suffer the most from its
Cut to the boy filming relief efforts to fix storm damages. His voice over says, “But we are the agents of change. We need the skills and knowledge to be part of the solution.”
Cut to optimistic people of the community coming together and cleaning the streets. ANNC says, “Help UNICEF. Educate adolescents.”
Another shot of young people rebuilding their school. ANNC says, “Empower change.”
Last frame shows smiling, optimistic young of the community. ANNC says, “And ensure the future.”