Transformative Communication
Transformative Communication
Transformative Communication
10 steps for a campaign design 1. Define the problem 2. Define the solution 3. Narrow down the goal 4. Who’s the public 5. Reasoning
10 steps for a campaign design 6. Context: Other actors + and 7. Actions 8. Terms, key moments, resources 9. Execution 10. Evaluation
Don’t forget Ethic code Coherence Honesty
Greenpeace vs Mattel
Keys From the Internet to the streets (and back)
Playing with the unexpected It went VIRAL Humor:
A serious topic with an appealing approach Clear goal: What they wanted to achieve with the campaign
(Awareness, Public denounce) > A threat to the brand image Storytelling: The campaign follows a thread (the break up)
https://youtu.be/Txa-XcrVpvQ https://youtu.be/E3MT71Vy8_s
https://youtu.be/RaD4htZbx_k https://vimeo.com/321767252 Clear message Icon (Greta), #FridaysForFuture, take advantage of a key moment Global-local (group formation) 27th september: International strike for the clime
Your task: design a campaign Movilization: Take part in the Strike + become a movilizing agent Aesthetics: logo, slogan‌ Strategy in Social networks, traditional media Viral content (video?) Take over the public space (Face to face, Street actions‌) - No Budget - Short deadline (15 days)