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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.    

Magazine Advertisement    

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.                                        

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  The  landing   pages  also  have  unique,  easily  navigated  URLs  such  as  or     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.”  



UNICEF logo.  

UNICEF Ad Campaign  
UNICEF Ad Campaign