Comunicación Transformadora

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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) 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)

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