Page 1

The Spring of Tampa Bay

University of Tampa Department of Communications


Jenna Angradi

Creative Director

Amy Capomaccio

Account Executive / Researcher

Jayne Corso

Copywriter/researcher

Garrett DiBona Account Executive/media

Ashley McCormick Public Relations


(Table)ofcontents 1

EXECUTIVE SUMMARY

2 3 3 3 4 5 6 7 8

RESEARCH

9 10 11 12 13 14 15-18

RESEARCH OVERVIEW SITUATION ANALYSIS MARKET ANALYSIS LITERATURE ANALYSIS KEY FINDINGS SWOT POSSIBLE PROBLEMS

CREATIVE DEVELOPMENT CLIENT COMMUNICATION GOALS CAMPAIGN THEME

EVENTS AND PROMOTIONS

FLAG FOOTBALL GAME FRANKIE'S POST GAME PARTY BETTER MAN PIZZA PARTY HUG IT OUT WITH EDDIE VEDDER PI KAPPA PHI DATING VIOLENCE SEMINAR HUG IT OUT HOUND PROMOTIONAL ITEMS

19-22

ADVERTISING ADVERTISING AND SOCIAL MEDIA

23-24

GOOGLE & FACEBOOK

25-26 27-28 29 30 31 32-34 35-40

EDUCATIONAL TOOLS MEDIA SCHEDULE MEDIA & EVENTS CALENDER BUDGET EVALUATION REFERENCES APPENDICES

ANALYTICS


(Think) it out E x e c u t i v e S u m m a ry Problem + Goal

Violence in teen dating or intimate relationships is rising. Young adults are uneducated about the warning signs and the help that is available. The goal of the Spring of Tampa Bay is to create a dating violence awareness campaign that will engage college students.

Our Solution

Fuse Advertising has developed the Hug it Out: Bros Against Dating Violence campaign which targets college M 18-24. We chose males because we were inspired by Ted Bunch and Men in the Movement. In our research, we discovered that men commit nearly 95% of all assaults in relationships. We want to educate college males about the warning signs of verbal abuse. We plan to spread awareness by empowering non-abusing males to hold their friends accountable for their language and behaviors towards women. The Hug it Out campaign will specifically address the warning signs of an abuser. We chose to create the Hug it Out Bros group because research shows that young males value groups such as families, friends, sports teams and fraternities. The campaign’s events will feature contests, incentives, promotional items, posters, and informational pamphlets with the Hug It Out logo. Our colorful logo features bright green, blue and orange. When faced with the subject of dating violence, the majority of males we interviewed showed feelings of discomfort. Our goal is to reach males without accusing all them of being abusers. In order to do so, the tone of our campaign is light-hearted, modern, and youthful. The “Hug It Out Hound” and street team (Fuse Advertising members) will utilize guerilla advertising tactics to spread awareness and promote events on the University of Tampa campus. Our events and media placement are strategically planned based on UT college male psychographics. Four events will be associated with the Hug it Out campaign. There will be a flag football tournament at UT’s Pepin Stadium, a Be a “Better Man” Pizza Party, a concert in Plant Park with Eddie Vedder, and a Pi Kappa Phi sponsored Dating Violence Seminar. The main goal for each event is to educate males of the warning signs regarding dating violence and promote accountability. The attendees at each event will have the opportunity to join the Hug it Out Bros by signing the Hug It Out Bro’s Pledge. When they sign the pledge, they promise to follow the Cycle of Respect and hold their fellow brothers accountable for their actions towards women. When the males take the pledge, Fuse Advertising will collect their contact information. The contact information will then be added to our marketing database.

Expansion

We hope to encourage UT’s male community to embrace the Hug It Out Campaign as their official philanthropy. UT’s founding chapter of Hug It Out Bros will spread their message and expand the group throughout Florida college campuses.

1


Research

Research


(find) it out R es ea rc h Ov erv i ew Primary Research

200 University of Tampa males were surveyed • The purpose of the surveys was to gain a better understanding of how to reach our target market and test the effectiveness of different elements in our campaign. Open forum discussion with members of UT’s Pi Kappa Phi fraternity • The purpose of the open forum was to gain a better understanding of our target market’s view of dating violence • Testimonials from University of Tampa males • A total of 17 males were interviewed • The purpose of the testimonials was to receive raw reactions to questions about dating violence. Meetings with The Spring of Tampa Bay representatives and tour of The Spring Shelter and school: • Community & Donor Relations Manager, Sheila Awad • Shelter & Program Services Manager, Miralee Berrios • Youth Domestic Violence Service Coordinator, Lauren Jones • We received feedback on our campaign ideas from Spring Representatives and learned how The Spring operates on a managerial level. Events sponsored by The Spring’s Peace It Together Campaign • The purpose of attending these events was to gain an in depth understanding of the problem.

Secondary Research

• Overall literature review of relevant topics: verbal, physical and emotional abuse, gender inequality, sexism, objectification of women, domestic and dating violence, and psychology of the male. • The Spring of Tampa Bay website to learn their mission, values, and goals. • Researched national and international domestic violence campaigns. • Researched prevalence and severity of verbal abuse and other key information about dating violence through news articles and reliable publications. • Found statistics about University of Tampa males from the Office of Operations and • Planning. • Scholarly articles, studies and government-reported findings on the topic of dating violence. • Watched public service announcements regarding dating and domestic violence. • Men in the Movement literature -- book, DVD, CD provided by Ted Bunch and Tony Porter • Literature regarding how to utilize social media.

2


(think) it out s i t u at i o n a n a ly s i s The Spring of Tampa Bay is concerned with the rise of violence in teen dating and intimate relationships. The Spring is looking to create a campaign that educates college students about the warning signs of dating violence and the help that is available. The Hug It Out campaign targets college males and will result in the collection of contact data from at least 500 students. Our goals for the campaign are to educate males about verbal abuse and the warning signs of the abuser. This will encourage college males to stop themselves and their friends from abusing women.

M a r k e t a n a ly s i s The target audience for our campaign is M 18-24. We are targeting the University of Tampa males. The University currently has 5,559 undergraduate students, 2,365 students are male. There are five fraternities on campus which makes up 13% of the University of Tampa’s student body. Our surveys revealed that men value the bonds they form with their family and friends. They also favor events which are focused on sports and social gatherings. We also learned that 96 percent of college males surveyed have a Facebook. They check their Facebook pages at least three times a day. Based on our open forum and testimonials, members of our target market form a narrow definition of dating violence and are reluctant to talk about it. The majority do not consider verbal abuse to be a form of violence. Many members of our target audience would not intervene if they witnessed a male stranger verbally abusing a woman. Most of our target audience recognizes the strong presence of objectivity of women in our society; however, they will not openly oppose sexism.

L i t e r at u r e A n a ly s i s Through secondary research, we found that 1 in 5 college females will experience some form of dating violence. Dating violence is a learned behavior influenced by observation, experience, culture, family and community. Dating violence, particularly verbal abuse, has a strong presence on college campuses. Young males are not holding each other accountable for their abusive behaviors. Males commit nearly 95% of all assaults in relationships; however the abusers represent a small part of society.  Men who are silent when witnessing abuse are large contributors to the increase in dating violence.    Violence against women is rooted in sexism. Society has created roles for both men and women. Men are taught to be strong and powerful, while women are seen as weak, property and dependent. These roles often stop men from interfering when they witness abuse.

3


(figure) it out Key Findings

4


(Figure) it out s w o T A n a ly s i s Strengths

• The Spring of Tampa Bay is the only certified domestic violence shelter in Tampa. The staff is resourceful, organized, and well-connected in the community. • The staff has direct access to educational outlets and programs through local high schools and universities. • The Spring has a strong hold on technology via social media and their website. • Board members of the Spring are influential business leaders in Tampa Bay.

Weaknesses

• The internal budget of the shelter relies on donations. Donors currently have less money to give because of the recession. • The Spring of Tampa Bay is the only certified domestic violence Jealous and possessive (constantly calling/texting you, going on your Facebook/MySpace) shelter in Tampa, Fla. Because of limited competition, there is less push for growth or new influx of ideas. • Confidentiality. Since the location is undisclosed, visuals and multimedia of the shelter are not accessible for the use of marketing and advertising. • The Spring is run by a small staff and rely heavily on volunteers.

Opportunities

• Hillsborough County has the highest adult domestic violence arrest rate in the state for adults. There is a need for education, prevention, and help for victims. • Local businesses and organizations can connect with the community and build a positive reputation by supporting The Spring and participating in their events. • Since The Spring is the only certified domestic violence shelter in Tampa, there are endless opportunities to gain potential local donors because of the lack of competition. • Three out of four Americans personally know someone who is, or has been, in a domestically violent relationship. Since domestic violence affects many people, a large audience would be willing to donate their time or money.

Threats

• Other Florida shelters, support groups, and philanthropies. Florida has 42 certified domestic violence centers serving 67 counties. • The economic recession has resulted in confusion in the marketplace and loss of donors. • There is a lack of interest surrounding domestic violence because it is a sensitive, somber issue that makes most people feel uncomfortable. • People are unaware and uneducated about warning signs of domestic violence.

5


(Reason) it out Possible Problems • College males could potentially feel judged by our campaign. They may misunderstand our intentions and think we are accusing all men of abusing women. • Males could ignore our campaign because they do not believe they are abusers or are responsible for the rise in dating violence. They may not believe the campaign is relevant to them. • Males might not want to listen to our message. College males believe their time is valuable and may find our campaign to be inconvenient and irrelevant. • Males may not take our campaign seriously. They could jokingly approach the cause and not realize the serious implications of our message. • Our campaign may not keep the attention of our audience.

6


Creative Development

Creative


(hear) it out c l i e n t c o m m u n i c at i o n g o a l s • To create an advertising campaign that results in the capture of contact data from 500 college students.

Problem

• Violence in teen dating or intimate relationships is rising. Young adults are uneducated about the warning signs and the help that is available.

Hug I t Out Objectives

• Educate college males about the warning signs of dating violence, specifically verbal abuse. • Inform males that they need to hold themselves and their friends accountable for their abusive language and behavior towards women.

Rationale

Hug It Out is a dating violence awareness campaign that targets college M 18-24. Historically, males have been the source of violence against women. Males commit nearly 95% of all assaults in relationships. Our primary and secondary research led us to the conclusion that abusive and non-abusive males are the source of the problem, which we address in our campaign. By targeting the root of the problem, we will encourage males to think about how they relate to women. To do this, we modified warning signs targeting women and put them in the perspective of the potential abuser. • ORIGINAL: Jealous and possessive (constantly calling/texting you, going on your Facebook/MySpace) • HUG IT OUT: Do you text her constantly in a possessive manner?

Strategies

• Create a group on campus called the Hug It Out Bros. Males will have the opportunity to get involved in fighting the problem of dating violence. • Break down the barriers of defensiveness and uncomfortable feelings surrounding the topic of dating violence through events, contests, and advertisements for males who join the Hug It Out Bros. • Educate males through a month-long, multimedia campaign that consists of a lighthearted, modern, fun, and interactive campaign.

Tactics • Present the campaign to influential fraternities on campus and organize an all-fraternity, dating violence event with Pi Kappa Phi. • Use guerilla advertising with the placement of the “Hug It Out Hound.” • Provide incentives for males to get involved with the Hug It Out campaign. • Utilize social media and internet marketing through Facebook, Twitter, email blasts, and hugitoutbros.com. • Strategically place media around the UT campus and community.

7


(figure) it out C a m pa i g n T h e m e

Our client expressed concern about attracting college students. Since our target is college males, we wanted to tap into pop-culture. “Hug it out” is a famous line from the HBO series Entourage used to settle a dispute. 50 percent of males surveyed watch Entourage and 76 percent recognize the phrase “Hug it out.” This is a fresh and modern way for males to embrace peace as being “cool.” Men join sports teams, clubs, leagues, fraternities, religious groups, and educational groups.We created the Hug It Out Bros, a group of UT males who spread domestic violence awareness, respect women, and hold internal and external “bros” accountable for their actions towards women. Males feel more comfortable adopting a new idea in groups. Through our primary research, we found that males are hesitant to talk about dating violence for fear of being judged by their friends. However, when Pi Kappa Phi spear-headed Hug It Out as a group, it became more acceptable to respect women and stand up to each other regarding abusive behaviors. Also, 72 percent of UT males surveyed said they would join Hug It Out Bros if it was offered on campus. Overall, the tone of Hug It Out is light-hearted, fun and an interactive campaign to minimize the uncomfortable feeling associated with discussing dating violence. Our logo colors are bright blue (a calming, cerebral color that is not impulsive), light green (symbolizes cleansing, and growth), and red-orange (stimulates mental activity). We used a straight-forward, sans-serif font called Bebas for the “Bros Against Dating Violence” to set a slightly serious tone. Reboard was used for “Hug It Out.” It is a font similar to the one used in the Entourage fan page to make it more inviting and recognizable. It is also a very modern font. We introduced the font Hands of Sean, a calligraphy-based font into our ads, website, and some promotional items to give the campaign a less rigid feel.

8


Events and Promotions

Events &


(carry) it out events Hug it out Flag Football Game

Thursday, October 7, 2010 7 p.m., Pepin Stadium

OBJECTIVES

Get all UT males together to play in an event that is supporting dating violence awareness.

STRATEGIES

• Raising awareness by having an informational speaker at halftime. • Provide incentives to ensure the projected attendance.

TACTICS

• Ted Bunch will make an interactive speech at halftime. • Students will be pulled from the audience at the football event and Ted Bunch will be asking them questions about how they are going to make a difference in the way they treat women. Whoever gives the best explanation and call to action will win a signed Warrick Dunn football. • Warrick Dunn will be handing out Call It Out cards at the information table. • The pledge banner will be available for males to sign and indicate their initiation into the Hug it Out Bros. • The Hug it Out Hound will be handing out Hug it Out stress balls on campus as a way to promote the event. The stress balls will also be handed out at the game. • Students who play in the game will receive a Hug It Out Hat. • Students can get their tickets to the Eddie Vedder concert at the game. Those who cannot attend the game can also get their tickets at the Be a “Better Man” Pizza Party.

PROJECTED ATTENDANCE • 100 Students through players and fan base. Rationale: There are 42 students in the UT recreational football league. If each player brings an average of 1.5 fans, there will be 100 plus people in attendance. • 100 students seeking tickets. Rationale: Students will go to the event to pick up there tickets because it is the only place at this point in the campaign that they can pick up their tickets for the Eddie Vedder concert. TOTAL: 200 students

9


(carry) it out events Frankie's Hug Dog party

Thursday, October 7, 2010 9 p.m., Pepin Stadium end zone, post-game.

OBJECTIVES

To bring students together and increase comradery after hearing a valuable and educating speech.

STRATEGIES

• Host a post-game Hug Dog Party at the stadium.

TACTICS

• Free food will be provided as an incentive for males to come to the flag football event, where they will be educated by Ted Bunch. • Frankie’s Gourmet Fast Food will be setting up a tent in the end zone of Pepin Stadium and providing free hot dogs and drinks. • Frankie’s will create The Hug It Out HUG DOG for this event which consists of: - One ¼ lb Hot Dog - American Cheese - Onions - Pepper and Chili Relish - Sour Cream and Chive Mayo

10


(carry) it out events Be a Better Man Pizza Party & Psa Premiere Tuesday, October 12, 2010 8 p.m., Reeves Theatre, The University of Tampa

OBJECTIVES

To gather a large number of UT college males for an educational PSA.

STRATEGIES

Show a PSA featuring a relatable celebrity to encourage male students to respect women and learn how to become a “Better Man.”

TACTICS

• The PSA will feature Eddie Vedder, who will speak about his personal experiences with Domestic Violence. • Free pizza and drinks will be offered • This event will be the last chance to pick up an Eddie Vedder concert ticket. • Provide Call It Out cards explaining how to become a “Better Man.” • The pledge banner will be available for all males to sign and become members of Hug it Out Bros.

PROJECTED ATTENDANCE

100 people Rationale: This is the second opportunity students have to pick up their ticket for the Eddie Vedder concert. Students will attend because of the free pizza party.

11


(carry) it out events Hug It Out With Eddie Vedder Saturday, October 16, 2010 7 p.m., Plant Park, University of Tampa

OBJECTIVES

To bring together a large number of UT males through a popular and valued medium.

STRATEGIES

• Use music to draw together a crowd for our message to be heard. • Incorporate education through the influence of a famous musician.

TACTICS

• Eddie Vedder will perform a concert in Plant Park and speak about his personal experiences with domestic violence during intermission. • Bring a sign relevant to our campaign that supports dating violence awareness. Eddie Vedder will choose the winner at intermission. The winner will receive a signed Pearl Jam skateboard deck. • Guitar picks will be distributed to the first 280 males that enter the concert. The picks will feature Vedder’s logo, our website and a promotional code. Guests can enter the code on our website to be eligible to win a free Pearl Jam Ten Super Deluxe Edition Scrapbook. While the code is processing an educational video clip will play on the website. • Join us for a game of Dating Violence Corn Hole. We will be asking males questions about what they consider to be is abuse. The contestants will throw the bean bag in the hole which they think is correct. One hole will be labeled abuse and the other one will be labeled not abuse. If he gets 5 right then his name gets entered into a raffle to win a signed Eddie Vedder poster.

PROJECTED ATTENDANCE

• 788 University of Tampa males Rationale: There are 2,365 males that attend UT. If one third of these males attend the concert we have successfully reached 788 students.

12


(carry) it out events Pi Kappa Phi Dating Violence Seminar Wednesday, October 27, 2010 7 p.m., Sword and Shield Room, University of Tampa

OBJECTIVES

Educate University of Tampa fraternity members about dating violence and holding brothers accountable for their abusive language and behaviors.

STRATEGIES

Invite well-respected business leaders to address fraternity members about dating violence. Engage males through visual media.

TACTICS

Invite The Spring board members and influential business leaders such as Charlie Hounchell, Ryan Frecking, and Doug Covington to speak at the event. Greek life will make the event mandatory. Show a two minute Hug It Out PSA to the students addressing common abusive language and behaviors men use toward women. Provide a program that will educate the attendees about the goal of the Hug it Out campaign. The pledge banner will be available for all males to sign and become members of the Hug it Out Bros. Provide Pita Pit wraps, refreshments, and Hug It Out t-shirts for attendees.

PROJECTED ATTENDANCE

150 males There are five UT fraternities on campus. Greek life will make the event mandatory.

13


(carry) it out Promotions Hug It Out Hound

“Don’t be a dog... Respect women.”

14


(pass) it out Promotional Products Football Stress Balls + Kooziess + Hats

15


(pass) it out Promotional Products T-shirts + Picks

16


(pass) it out Promotional Products Pearl Jam Skateboard Deck + Collector's Book

17


(pass) it out Promotional Products Posters

18


Advertising & Social Media Social Media


(send) it out Series of Campus Posters

19


(send) it out email blast

20


(send) it out Fa c e b o o k a D

21


(send) it out Billboard

22


(send) it out website Google analytics shows the effectiveness of the Hug it Out campaign website. The analytics are split into four URLs (we started analytics before we bought our domain name) that represent the progression of our website and website destination name. From November 5, 2009 through December 5, 2009 the campaign website was visited 342 times. The average visitor remained on the site for four minutes. This proves that the visitors were on the site long enough to watch our two minute educational video and explore the content of the site. Our website was accessed by computers in Florida and states in the northeast. We were disappointed to learn that the website’s bounce rate was 70.40 percent. This means some of our viewers are immediately leaving our site. We believe the bounce rate percentage would be lower if our promotional incentives were not hypothetical. We were excited to learn that 96 percent of our views were through direct traffic. This proves that we have been successful in linking our website to our social media pages.

23


(send) it out Fa c e b o o k a n a ly t i c s Facebook analytics measured the effectiveness of our social media. We created a Hug it Out fan page on Facebook in order to communicate with our target audience. Surveys showed that 96 percent of our target audience utilizes Facebook. As of December 4, 2009 the fan page has attracted 163 fans. 59 percent of these fans are males between the ages of 18 and 24. Tampa was the reported hometown of 78 of our Facebook fans. This statistic shows that we were able to capture the attention of out of state students who attend the University of Tampa. Out of state students represent 66 percent of the UT community.

24


(send) it out E d u c at i o n a l T o o l s

25


(send) it out E d u c at i o n a l T o o l s

Why are we brought up learning the cycle of abuse and the actions that are unacceptable? We should learn the right way to treat a woman. If we grew up learning the “right way” instead of the “wrong way” to relate to women, would the world be a little different? We have no way of knowing, BUT you can be the change, the answer, and the solution. Follow this simple cycle, and you’ll improve your life as well as women’s lives. You hold the power. If you don’t take action who will?

26


Media Schedule Outdoor Advertising

Banner at UT Baseball field • $500 for production, free to hang • Media Contact: Gill Swalls gswalls@ut.edu • Time Period: Oct. 5-25 Rationale: UT’s Baseball Team won national championships and they have a strong social influence on campus. We chose the location of the UT baseball field because it is an area that many students pass on their way to class. The location also utilizes word of mouth marketing.

Kennedy Billboard

Clear channel Communications- $1,500 • Media Contact: Clear Channel Outdoor (727-571-2224) • Premiere Panel • Layout size: 73’ x 33.5’ • Time Period: Month of Oct. 2010 Market Demographics • DMA Rank 13th • DMA Population (Adults 18+) 3,369,270 • Population Density 525 • Average Vehicles 1.7 • Total Vehicles 3,084,680 Rationale: The billboard is located a block away from the UT campus. UT students must drive on Kennedy Boulevard to reach fast food restaurants, Wal-Mart, Target, and the I-4 and I-275 interstates. Many UT students will pass the billboard when they are driving to and from campus.

E Marketing

E-mail Blast Service • $50 per month. • Media Contact – Icontact.com E-Marketing email blast service • Time period Oct. 6th, Oct. 11th, Oct. 26th. • Email three blasts the day before major campaign events. Specs: Regular HTML format Rationale: 58 percent of surveyed UT males check their email frequently throughout the day, especially because smart phones are popular with our target market.

Internet Banner on ESPN.com

• $550 small box on lower right hand corner of screen. • Media Contact - Lisa Valentino 212.456.7777 • Time Period – Oct. 1-10 • Specs: 350 x 350 Pixels Rationale: 55 percent of surveyed UT males value sports. Advertisements which are currently featured on the site are targeting males. For example Old Spice and video game ads are frequently featured on the website. 27


Media Schedule Facebook Advertisement

• Time Period: Oct. 5-16 • Media Contact: facebook.com • CPC: Cost per click $1.25 CPC delivered $10.25 cost-per-lead. • $100 average rentals; $600 average life time value per customer. Rationale – 96 percent of surveyed UT males use facebook. The ad will directly target males and will lead them to our website.

Online Video Gaming Advertising

Madden 2010 Online game play banner. $1350 • Media Contact: President of EA Sports, Peter Moore’s Assistant 1-650-628-4322 • Time Period: Oct. 1-5 Specs: 420 by 75 Pixels Rationale: Studies have shown that two-thirds of men between the ages of 18 and 34 years have access to game consoles. 42 percent of game players say they play games online one or more hours per week. It is proven that our target audience values sports.

Video Production

Showing Gateways students PSA between 2-5 minutes- $0 • Media Contact: Office of Student Leadership and Engagement (813) 253-6233 • Time Period: Sept. 23, Sept. 27. Sept. 30, Oct. 1, Oct. 5, Oct. 10, Oct. 14, Oct. 25 Rationale: The PSA will educate our target audience about verbal abuse. We will show the PSA to gateways classes at UT. All first year freshmen must take gateways. We will also hold a premiere of the PSA on October 12, 2010 at the Be a Better Man Pizza Party.

Radio Spot

UT radio announcement – $0 • Media Contact: Kevin Kelly “mailto:kevin.kelly@ut.edu” kevin.kelly@ut.edu • Time Period: Oct. 6, Oct. 15, Oct. 26 Rationale- Kevin Kelly, host of K Kell’s comment corner, agreed to announce the date and time of Hug It Out events. The UT community supports the radio station and represents the majority of their listeners.

Campus Posters

• Media Contact: Office of Student Leadership and Engagement (813) 253-6233 • Time period: Sept. 27-30; Oct. 1-31 Specs: 11” x 17, ” no bleed Rationale: We are hanging posters around various buildings and dorms on campus to gain maximum exposure of our campaign name, logo, and message. By bombarding students with campus posters we hope to ingrain our message in their mind and provoke them to visit our website. Free Production in Cass graphics lab.

28


(PLAN) it out Media & Events Calendar

29


(PLAN) it out budget

30


(REASON)it out e va l u at i o n Distribute pre-surveys and post-surveys at events to measure how effective the events were for our target audience. Create an online survey which will measure the satisfaction of our campaign events. The survey will evaluate what was successful and unsuccessful about each event. Conduct a focus group of college M18-24. The purpose of the group will be to discuss the strengths and weaknesses of our campaign. The group will also promote conversation about the visuals of our campaign. Conduct a follow-up questionnaire for those who took the Hug it Out Pledge. Questions will reference whether the males have truly changed their views on verbal abuse. Get contact data from our target audience to confirm they would attend actual events through a sign up sheet or petition. Evaluate Google and Facebook analytics to see how many males viewed our social media materials, advertisements, and website. Evaluate the strength of our Facebook group and twitter followers. We will keep track of how many of our social media followers attend campaign events.

31


References 10 Advertising and Marketing Journal. “Colors of Domestic Violence from Benetton.” 10 Advertising and Marketing Journal. 10 Advertising and Marketing Journal, 25 May 2007. Web. 27 Sept. 2009. <http://www.10ad.org/‌colors-of-domestic-violence-from-benetton/>. Advertolog. “Domestic Violence: Verbal Abuse.” Advertolog Advertising Archive. Adme Group, LLC, 2009. Web. 23 Oct. 2009. <http://www.advertolog. com/‌domestic-violence/‌print-outdoor/‌verbal-abuse-200765/>. Alabama Coalition Against Domestic Violenc. “Mission Statement, Abusers, Programs, Education.” ACADV. N.p., 2009. Web. 20 Oct. 2009. <http://www. acadv.org/‌abusers.html>. Bancroft, Lundy. Why Does he do That? New York: Penguin Group, 2003. Print. Brand Channel, and Edwin Colyer. “Offensive but Effective?” Brand Channel. Brand Channel, 18 Mar. 2002. Web. 1 Oct. 2009. Break The Cycle. “About Us, Join Us, Resources.” Break the Cycle. N.p., 2009. Web. 6 Oct. 2009. <http://www.breakthecycle.org>. Brennan, Mike. “What Color Is Your Advertising? How Color Theory Can Make Your Marketing.” ArticleSlash. ArticleSlash, n.d. Web. 17 Oct. 2009. <http:// www.articleslash.net/‌article_325101.pdf>. Brock Communications, and The Spring. “Why You Should Get Involved.” Peace It Together. The Spring of Tampa Bay, n.d. Web. 11 Nov. 2009. <http://www. dvpeace.org>. Burns, Kate. Violence Against Women. Farmington Hills, MI: Christine Nasso, 2008 The Gale Group. Print. A Call to Men. “10 Things Men Can Do To End Men’s Violence Against Women.” A Call to Men. Lakefront Media, Inc., n.d. Web. 18 Oct. 2009. <http://www. acalltomen.org>. Centers for Disease Control and Prevention. “Understanding Teen Dating Violence.” Centers for Disease Control and Prevention. CDC, 2009. Web. 24 Nov. 2009. <http://www.cdc.gov/‌violenceprevention/‌pdf/‌TeenDatingViolence2009-a.pdf>. Clear Channel Outdoor. “MEDIA KIT Clear Channel Tampa Bay.” Clear Channel Outdoor. Clear Channel , n.d. Web. 6 Nov. 2009. <http://www.clearchan neloutdoor.com/‌assets/‌downloads/‌media_kits/‌2009_tampa.pdf>. The College Board. “University of Tampa.” CollegeBoard. The College Board, 2009. Web. 22 Nov. 2009. <http://collegesearch.collegeboard.com/search/ CollegeDetail.jsp?collegeId=599&type=qfs&skey=U>. Columbus Coalition Against Family Violence. “Teen Dating Violence Facts.” Columbus Coalition Against Family Violence. Columbus Coalition Against Family Violence, 2009. Web. 1 Oct. 2009. <http://www.ccafv.org/‌news/‌teen.php>. Cooperative Extension Service University of Kentucky College of Agriculture. “Design Expressions: Fact Sheet 1.” University of Kentucky. Cooperative Extension Service University of Kentucky College of Agriculture, n.d. Web. 6 Oct. 2009. <https://www.ca.uky.edu/‌HES/‌fcs/‌FACTSHTS/‌HF- LRA.148.PDF>. Creative Communications Group. “Who are Abusers, Who are Victims, What is Abuse, Cycle of Violence.” domesticviolence.org. Divorce Online, 2009. Web. 23 Nov. 2009. <http://www.domesticviolence.org>. CustomInk, LLC. “Short Sleeve T-Shirts.” Custom Ink. CustomInk, LLC., 2009. Web. 2 Nov. 2009. <http://www.customink.com/‌ab/‌0005/‌btn.html#loc- maintxt>. Department of Justice Yukon. “Information about Abuse, Offender Programs, Domestic Violence.” Department Of Justice-Yukon. N.p., 8 May 2008. Web. 6 Oct. 2009. EMarketer Digital Intelligence, and Listrak. “How Can Advertisers Get Through to Teens?” eMarketer. listrak, 30 June 2009. Web. 22 Nov. 2009. http://www.emarketer.com/Article.aspx?R=1007157>. EPromos Promotional Products Promotional Items Inc. “Caps and Hats Categories.” epromos. ePromos Promotional Products Promotional Items Inc., 2009. Web. 2 Nov. 2009. <http://www.epromos.com/‌category/‌caps.html>. ESPN, and AdReady, Inc. “Create Your Personalized Display Ad.” ESPN. ESPN, AdReady, 2009. Web. 25 Nov. 2009. <http://espn.adready.com/‌ads/‌public>. ESPN, and ESPN Internet Ventures. “Advertise on ESPN.com Your Way.” ESPN Customer Marketing and Sales. ESPN Internet Ventures, 2009. Web. 25 Oct. 2009. <http://espncms.com/‌index3.aspx?id=249>. Evans, Patricia. The Verbally Abusive Man: Can He Change? Massachusetts: F and W Publication Company, 2006. Print.

32


References Facebook Analytics. “Facebook Analytics, Fans Who Interact With Hug It Out Bros.” Facebook. Facebook, 2009. Web. 22 Nov. 2009. <http://www.facebook.com/business/insights/?pages&i=187767129240>. Family Violence Prevention Fund. “That’s Not Cool, Callout Cards, Videos.” That’s Not Cool. Family Violence Prevention Fund, n.d. Web. 23 Nov. 2009. <http://www.thatsnotcool.com>. FCADV: Florida Coalition Against Domestic Violence. “Florida Certified Domestic Violence Centers.” Central Media Server. FCADV, n.d. Web. 23 Nov. 2008. Google Analytics. “Website Profiles.” Google Analytics. Google Analytics, 2009. Web. 12 Nov. 2009. <https://www.google.com/analytics/settings/ home?scid=10904627&et=reset&hl=en-US>. Gover, A., W. Jennings, and R. Tewksbury. “Adolescent Male and Female Gang Members’ Experiences with Violent Victimization, Dating Violence, and Sexual Assault. “ American Journal of Criminal Justice : AJCJ  34.1/2 (2009): 103-118. Criminal Justice Periodicals, ProQuest. Web.  24 Nov. 2009. IContact, and IContact Email Marketing Simplified. “Easily Create, Send, and Track Your Email Messages with iContact!” iContact Email Marketing Simpli fied. iContact Email Marketing Simplified, 2009. Web. 14 Nov. 2009. <http://www.icontact.com/‌icontactfeatures>. In Tune Guitar Picks. “Products.” In Tune Guitar Picks. In Tune Guitar Picks, n.d. Web. 2 Nov. 2009. <http://www.intunegp.com/‌index-0.html>. Kelly, Annie. “Domestic violence ad campaign targets shoppers.” guardian.co.uk. Guardian News and Media Limited , 2009. Web. 10 Oct. 2009. Kowalski, Robin M. Behaving Badly. Washington D.C.: American Psychological  Association, 2001. Lamb, Donna. “Male Perspective On Domestic Abuse Discussed At Medgar Evers.” Black Star News. Black Star News, Inc., 27 Oct. 2009. Web. 24 Oct. 2009. <http://blackstarnews.com/‌news/‌135/‌ARTICLE/‌6076/‌2009-10-27.html>. Last, Jonathan V. “Videogames—Not Only for the Lonely.” The Wall Street Journal The Opinion Journal. Dow Jones & Company, Inc., 26 Nov. 2009. Web. 22 Nov. 2009. <http://online.wsj.com/article/SB10001424052748704576204574529851065172902.html?mod=googlenews_wsj>. “LET’S WORK TOGETHER TO END TEEN DATING VIOLENCE. “ US Fed News Service, Including US State News  23  Nov. 2009,General Interest Module, ProQuest. Web.  24 Oct. 2009. Levy, Barrie. In Love and In Danger. Seattle, WA: Seal Press, 1993. Print. Liz Claiborne, Inc. “About Relationship Abuse.” Love Is Not Abuse. Liz Claiborne, Inc., 2008. Web. 9 Oct. 2009. <http://www.loveisnotabuse.com>. Media Awareness Network. “Violence in Media Entertainment.” Media Awareness Network. N.p., 2009. Web. 6 Oct. 2009. <http://www.media-awareness.ca/‌english/‌index.cfm>. Media Literacy Clearing house, and Dr. Pete Johnson. “Media Use Statistics.” Media Literacy Clearing House. Dr. Pete Johnson, n.d. Web. 12 Nov. 2009. <http://www.frankwbaker.com/mediause.htm>. MedPage Today, and Todd Neale. “Many College Students Have Faced Relationship Abuse.” MedPage Today. MedPage Today, LLC, 7 July 2008. Web. 24 Sept. 2009. <http://www.medpagetoday.com/‌PrimaryCare/‌DomesticViolence/‌10029>. Men and Family Centre. “Programs and Courses, About Us.” Men and Family Centre. Men and Family Centre, MEND Program, 2009. Web. 6 Oct. 2009. <http://www.menandfamily.org>. Metropolitan Police Service. “Domestic Violence, Your Right to Information.” Metropolitan Police. N.p., n.d. Web. 1 Oct. 2009. <http://www.met.police.uk/‌dv/‌press_release.htm>. MTV, and Viacom International Inc. “VIDEO: 1 IN 3 Teens is Abused in a Relationship.” Think MTV. Viacom International Inc., 2009. Web. 23 Oct. 2009. <http://think.mtv.com/‌Issues/‌relationshipsexuality/>. National Coalition Against Domestic Violence. “Resources and About Us.” The National Coalition Against Domestic Violence. National Coalition Against Domestic Violence, 2009. Web. 18 Oct. 2009. <http://www.ncadv.org>. National Online Resource Center on Violence Against Women. “Teen Dating Violence Campaigns, Prevention and Education.” Vaw Net. National Sexual Violence Resource Center, n.d. Web. 8 Oct. 2009. <http://www.vawnet.org>.

33 .


References

NATIONAL TEEN DATING VIOLENCE PREVENTION I N I T I AT I V E, and American Bar Association. “Teen Dating Violence Facts.” American Bar Association. American Bar Association, 2006. Web. 1 Oct. 2009. <http://www.abanet.org/‌unmet/‌teendating/‌facts.pdf>.

NBC Universal, Inc., and Petside Team. “Top 10 Mascots of the 2009 NCAA Men’s Basketball Tournament.” Petside.com. NBC Universal, Inc.; IVillage Home; Garden Network, 18 Mar. 2009. Web. 23 Nov. 2009. The Nielsen Company. “Media Practice.” nielson. The Nielsen Company, 2009. Web. 12 Nov. 2009. <http://en-us.nielsen.com/tab/industries/media>. PADV: Partnership Against Domestic Violence. “Our Ad Campaigns.” PADV Partnership Against Domestic Violence. N.p., n.d. Web. 27 Sept. 2009. <http://www.padv.org/‌adcamp.aspx>. Party Innovations. “Stadium Cups.” Party Innovations. Party Innovations, n.d. Web. 2 Nov. 2009. <http://www.partyinnovations.com/‌page/‌PI/‌CTGY/‌stadium_cups>. Pollard, Garland. “BrandlandUSA’s Top Product Mascots.” Brandland USA. Black Cow Press, LLC, n.d. Web. 18 Apr. 2009. Porter, Anthony. Breaking out of “The Man Box.” New York, NY: A Call To Men, 2006. Print.

PROGRAM EXPLORES ISSUE OF DATING VIOLENCE, DOMESTIC ABUSE. “ US Fed News Service, Including US State News  18  Nov. 2009,General Interest Module, ProQuest. Web.  1 Oct. 2009.

Pr News Wire, and Council for Research Excellence. “ Ground-Breaking Study of Video Viewing Finds Younger Boomers Consume More Video Media Than Any Other Group.” PR News Wire. Council for Research Excellence, 26 Mar. 2009. Web. 22 Nov. 2009. <http://news.prnewswire.com/ DisplayReleaseContent.aspx?ACCT=104&STORY=/www/story/03-26-2009/0004995403&EDATE>. Quality Logo Products, Inc. “Imprinted Stress Balls.” Quality Logo Products, Inc. Quality Logo Products, Inc, 2009. Web. 2 Nov. 2009. <http://www.qualitylogoproducts.com/ball-stress.htm>. Schlessinger, Laura. 10 Stupid Things Men do to Mess Up their Lives. New York: HarperCollins Publiushers Inc, 1998. Print.

Seward, Julia, and Culture and Media Institute. “Almost Half of College Students Experience Abusive Relationships .” Culture and Media Institute . Media Research Center, 24 July 2008. Web. 24 Sept. 2009. <http://www.cultureandmedia.com/‌articles/‌2008/‌20080724173717.aspx>. Shupe, Anson, William A Stacey, and Lonnie R Hazlewood. Violent Men, Violent Couples. Massachusetts: Lexington Books, 1987. Print. Sonkin, Daniel Jay, and Lenore E.A. Walker. The Male Batterer: A Treatment Approach. New York : Springer Publishing Company, 1989. Print. The Spring of Tampa Bay. “About the Spring, MIssion, History.” The Spring. The Spring of Tampa Bay, Inc., 2009. Web. 1 Oct. 2009. <http://www.thespring.org>.

Sweney, Mark. “Keira Knightley stars in ad campaign against domestic violence.” guardian.co.uk. Guardian News and Media Limited, 2 Apr. 2009. Web. 10 Oct. 2009. <http://www.guardian.co.uk/‌media/‌2009/‌apr/‌02/‌keira-knightley-domestic-violence-ad>. “Top 100 Advertising Campaigns.” Ad Age. Advertising Age, Crain Communications, Inc., 2005. Web. 10 Oct. 2009. Tucker, Jill. “Social networking has hidden dangers for teens.” SFGATE. Hearst Communications Inc., 10 Aug. 2009. Web. 12 Nov. 2009. <http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2009/08/10/MN9T1954T7.DTL#ixzz0YrLSGWPj>.

U.S. Department of Justice. “Community Coordination Around Teen Dating Violence.” U.S. Department of Justice Office of Justice Programs. U.S. Department of Justice, 28 Nov. 2007. Web. 24 Nov. 2009. <http://www.ojp.usdoj.gov/‌nij/‌topics/‌crime/‌violence-against- women/‌workshops/‌teen-dating.htm>. Virginia Sexual and Domestic Violence Action Allianc. “You + Your Friends, Posters, Resources, About.” The Red Flag Campaign. The Verizon Foundation, n.d. Web. 23 Oct. 2009. <http://www.theredflagcampaign.org/>.

Walsh, Kerry-Anne. “Ad blitz targets domestic violence.” The Sydney Morning Herald. The Sydney Morning Herald, 6 June 2004. Web. 27 Sept. 2009. <http:// www.smh.com.au/‌articles/‌2004/‌06/‌05/‌1086377188050.html>. Well Meaning Men...Breaking Out of “The Man Box.” Dir. Anthony Geathers. Lakefront Media, Inc. DVD.

34


Appendices Appendices


FOR IMMEDIATE RELEASE: University of Tampa Hug It Out Campaign

MEDIA CONTACT: Amy Capomaccio Acapomaccio@ut.edu 813-389-3133

Pi Kappa Phi Hosts a Dating Violence Seminar Supporting the Hug it Out Campaign (27 October 2010) -TAMPA, FL –Five University of Tampa students get a taste of the real world by bringing a class assignment to life in the form of a campus event. A UT fraternity will host a dating violence seminar for the “Hug It Out” Campaign on Oct. 27th at 7 p.m. in the Sword and Shield room at UT. Pi Kappa Phi’s seminar will be presented to all UT fraternities and will feature insight from Tampa Bay business leaders about how males can end dating violence. A group of five UT students created a campaign for their Advertising Campaigns class called Hug It Out: Bros Against Dating Violence. The campaign is being created for the Spring of Tampa Bay, a domestic violence shelter. “We hope to challenge college males to change their attitudes and behaviors regarding the way they relate to women,” says group member Jenna Angradi. The event will demonstrate the importance for college males to hold their friends accountable for their language and behaviors towards women. The seminar will begin with a group of guest speakers who play a major role spreading domestic violence awareness in the community. The Spring’s board president and chair of Men in the Movement, Charlie Hounchell, along with The Spring board members: Captain Cherie Adkins, Angela Crawford, and Ryan Freaking will provide insight on dating violence. They will encourage males to become a part of the movement aimed to end violence against women. UT student Joscelyn Cooper will be performing a short skit related to dating violence education. A pledge signed by all of the members of the Hug It Out Bros will be presented by the five students who created the campaign. Pita Pit wraps and refreshments will be provided. Hug it Out t-shirts will be given to promote the campaign. For more information, visit www.hugitoutbros.com About the Hug It Out Bros Campaign A mock advertising campaign created for the Spring of Tampa Bay domestic violence shelter by five Advertising and Public Relations seniors: Jenna Angradi, Amy Capomaccio, Jayne Corso, Garret DiBona, and Ashley McCormick. The campaign will raise awareness to college males ages 18-24 about the warning signs of dating violence, and how to hold other males accountable for their language and behavior towards women. ###

35


FOR IMMEDIATE RELEASE: University of Tampa Hug It Out Campaign 813-389-3133 Hug It Out With Eddie Vedder in Plant Park

MEDIA CONTACT: Amy Capomaccio Acapomaccio@ut.edu

TAMPA, FL – (16 October 2010)- Eddie Vedder, lead singer of Pearl Jam, will host a dating violence concert for the Hug it Out Campaign in University of Tampa’s Plant Park on October 16, 2010 at 7 p.m. Hundreds of students will gather in the park to enjoy music and listen to Vedder speak about his own experience with domestic violence. “I have been looking forward to this event for weeks. I think it’s a great cause that focuses on a topic that definitely needs to be addressed among college males.” said Joshua Struble, a junior at UT. A group of five UT students created a campaign for their Advertising Campaigns class called Hug It Out: Bros Against Dating Violence. “We hope to inspire these young men to change their behaviors towards women. Vedder is a role model for many males and I know his message will be effective” says group member Jenna Angradi. Vedder will create an atmosphere that will engage males and encourage them to hold their bros accountable for ending dating violence. During intermission, he will speak briefly about his personal experience with domestic violence and how it has affected his life. “I witnessed my mother ‘settle’ for a man who treated her terribly, fearing she would not find someone else,” Vedder said. “I learned a lot from that.” Two signed Eddie Vedder posters will be given to winners of dating violence awareness contests. Students will have the opportunity to win a Pearl Jam skateboard deck by bringing a relevant and creative sign to the concert supporting the Hug It Out Bros campaign. The winner will be chosen by Eddie Vedder. The second contest is a trivia game of cornhole which will be testing males about what qualifies as abuse. For more information, visit www.hugitoutbros.com About the Hug It Out Bros Campaign A mock advertising campaign created for the Spring of Tampa Bay domestic violence shelter by five Advertising and Public Relations seniors: Jenna Angradi, Amy Capomaccio, Jayne Corso, Garret DiBona, and Ashley McCormick. The campaign will raise awareness to college males ages 18-24 about the warning signs of dating violence, and how to hold other males accountable for their language and behavior towards women. 36 ###


FOR IMMEDIATE RELEASE: MEDIA CONTACT: The University of Tampa Amy Capomaccio Hug It Out Campaign Acapomaccio@ut.edu 813-389-3133

Warrick Dunn and Ted Bunch Host Hug It Out Flag Football Game TAMPA, FL – (7 October 2010) – Warrick Dunn and Ted Bunch will host a Flag Football Tournament and Dating Violence event for the Hug It Out Campaign at the University of Tampa’s Pepin Stadium on October 7, 2010 at 7 p.m. Over 40 male students at UT will team up for a game to support and raise awareness about dating violence on campus. “We are here to have fun and play hard, but also to help get males on campus to join HUG IT OUT”, said Mike Smith, sophomore at UT. A group of five UT seniors created a dating violence awareness campaign for their Advertising Campaigns class called Hug It Out: Bros Against Dating Violence. “The biggest problem with dating violence is that we grow up learning the cycle of violence and not the cycle of respect,” said group member, Garrett DiBona. “If we grew up learning the ‘right way’ instead of the ‘wrong way’ to relate to women, the world would be a little different.” During halftime, Ted Bunch, Co-Founder of A CALL TO MEN, will give an interactive speech addressing common languages and behaviors that occur in a violent relationship. A competition entitled “Call It Out” will allow students to speak about how they will make changes in their relationship as well as hold their brothers accountable for their actions. Ted Bunch will choose the student who provides the best call to action and the student will win a signed Dunn football. Following the game, Frankies Gourmet Fast Food will be hosting an after party in the end zone of Pepin Stadium with free Hug Dogs, drinks, and an opportunity to meet the Hug It Out Hound. For more information, visit www.hugitoutbros.com About the Hug It Out Bros Campaign A mock advertising campaign created for the Spring of Tampa Bay domestic violence shelter by five Advertising and Public Relations seniors: Jenna Angradi, Amy Capomaccio, Jayne Corso, Garret DiBona, and Ashley McCormick. The campaign will raise awareness to college males ages 18-24 about the warning signs of dating violence, and how to hold other males accountable for their language and behavior towards women. ### 37


38


Campaign survey 1.) Do you watch the HBO series called Entourage?

YES

NO

2.) Are you familiar with the phrase â&#x20AC;&#x153;Hug it Outâ&#x20AC;??

YES

NO

3.) We are creating a group on campus called the Hug It Out Bros. This is a group that will have monthly meetings to discuss how to spread awareness on campus through events like flag football tournaments, concerts, and seminars. The Hug It Out Bros philanthropy is dating violence awareness and helps support a domestic violence shelter called The Spring of Tampa Bay. Would you join this group? (hypothetically)

YES

NO

4.) What are your reasons for joining or not joining?

39


Promotional survey We are developing The Hug it Out Bros campaign which will address the issue of verbal abuse and the objectivity of women. The campaign will focus around a collation of UT college males that support the cause to raise awareness of dating violence and respect for women. One goal for this campaign is to reach 500 males between the ages of 18-24. We are trying to gain feedback on possible events which will take place on campus. Please answer each question honestly! Concert in Plant Park: Pearl Jam’s lead singer, Eddie Vedder will be putting on a concert in Plant Park. He will sing 10 songs and speak to the audience about verbal abuse and the objectivity of women. We will have booths set up around the park where the attendees can pick up information about verbal abuse and treatment centers. We will also be auctioning off memorabilia signed by Eddie Vedder. We will be selling T-shirts and purple guitar picks at this event. Very Effective

Effective

Least effective

UT soccer game: we will set up a booth at a University of Tampa home soccer game. We will have information cards and brochures available at the booth. We plan on giving away purple domestic violence soccer balls and purple frisbees as a promotional items. We are also planning to have a male domestic violence speaker address the stands during half time. The soccer game will also be a designated event where students can receive their tickets to the Eddie Veder concert. Very effective

Effective

Least effective

Frankie’s after party: After the soccer game we plan to have an after party at Frankie’s gourmet hot dogs. There will be a $1 hot dog special. We will also have cups, cozies, coasters, and napkins available with examples of abusive language and our campaign name. Very Effective

Effective

Least effective

Flag football tournament: We will be hosting a flag football tournament on campus. The tournament will be sponsored buy EA Sports. We will be giving away cups and bottle openers. We will also have T-shirts available for purchase. This event will be another designated spot for UT students to pick up their Eddie Vedder concert tickets. Very effective

Effective

Least effective

Fraternity speech: We will be having a male domestic violence awareness advocate speak at a mandatory fraternity event. We will have information and brochures available at the lecture. Very Effective

Effective

Least effective

Age: Gender: Class: freshman

sophomore

junior

senior

40

Hug It Out  
Hug It Out  

The Hug It Out Campaign was developed by my group members and I for our Advertising Campaigns Our assignment was to create a multi-media cam...

Advertisement