Campaign Overview and Sample Image

Start to design a campaign that utilizes visual communication. This assignment constitutes the beginning of your final project, and will provide an opportunity for me to give you feedback and also is a significant building block for your final paper. (I have uploaded a project brief description, if you have any advises for change anything,welcome to leave a comment for me, I would take the good ones.)

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Choose one of the following types of communication campaigns: (a) health literacy/awareness campaign, (b) political campaign, (c) advertising or marketing campaign, or (d) corporate/non-profit branding campaign. It must be fictional (i.e., you cannot use a past or current campaign).

Include a cover sheet, body, and references. The paper should be approximately 5-6 pages, double-spaced. Follow APA style. Images and references are not included in the page guidelines; this only pertains to body text of the paper. The paper will include two sections: the campaign overview and a sample image from the campaign. You will build off of these sections for the final paper.

Campaign Overview:

1. Problem or Opportunity: Describe the problem or opportunity that a communication campaign using visual communication will address. Explain how it formed, who it affects, and where it is occurring.

2. Sponsor: Profile the sponsor, that is, the funder of the communication campaign, providing the name and mission; the sponsor must be an existing organization or individual that has information that you can review online and that can serve as a “client” (cite a main “About Us” page or something similar). Make sure it is clear why they would be interested in sponsoring your campaign (e.g., their mission aligns with your problem or opportunity).

3. Target Audience: Identify 1 primary target audience for the campaign. Explain why this target audience is relevant to your campaign.

4. Behavior: Discuss what you want the primary target audience to do as a result of being exposed to the campaign, limiting yourself to one behavior. For example, perhaps you want a primary target audience of consumers to buy a product, adopt a healthy habit, or vote for a political candidate or referendum. This section should also relate back to the sponsor, in that it should specify why the sponsor would be interested in this.

5. Message Concepts: Describe your “Big Ideas,” that is, three major message concepts. Often these will relate to benefits that one will experience as a result of enacting the behavior, or costs that one can overcome in order to carry out the behavior. These are the ideas that will help motivate your target audience to adopt the behavior. For an example of this, you can re-watch the lecture from the first week of class that overviews the project.

6. Channels: Specify at least 2 types of mass communication channels you will use to disseminate your images. Explain why these are appropriate for your campaign.

Sample Image:

1. Image and Explanation: Create, show, and describe at least one example image you plan to use. Keep in mind that this image (and all the images you will later submit in the final paper) must be uniquely crafted for this campaign. You do not need to ‘start from scratch’ by going out with a camera and taking original pictures. You may use pictures found online or from other sources without including textual citations for where they were obtained. However, you must create something unique for the campaign and, as part of this process, you should create something substantially different from any original images you obtained from existing sources. Many people start with a pre-existing image and build on it (e.g., add text, manipulate the image, etc.). Please let me know of any questions about this process or expectations for this component of the course. In your image explanation make sure to explain how the image connects with the campaign’s target audience, behavior, channels, and message concepts. Also draw from and cite from the readings from the class to justify your choices of image. The visual images themselves are not included in the page limit, which only pertains to text.

Following is the grading rubric:

Criteria Possible Points Earned Points
Problem/opportunity and sponsor: Describe how the problem or opportunity formed, who it affects, and where it is occurring. Also identify the sponsor (an existing organization or individual) including enough information such as the mission such that the sponsor’s interest in the problem/opportunity is clear. 5
Target audience and behavior: Identify one primary target audience, and explain why the target audience is relevant to the campaign. Also identify one behavior that the target audience should do as a result of being exposed to the campaign. 6
Message concept section describes 3 “Big Ideas” and why they will be motivational to the target audience as well as how they relate to the problem/sponsor and behavior. 6
Channels: Specify at least 2 mass communication channels that will be used and explain why they are appropriate for the campaign. 4
Images section shows and describes one sample image from the campaign. The descriptions are robust enough so that the hypothetical client can “see” the images with minimal effort. 4
Images section explains how the images connect with the campaign’s target audience, behavior, channels, and message concepts. 6
Images section draws from the class readings in order to justify choice of images, demonstrating an accurate understanding of the concepts. 5
Paper fully follows APA style related to formatting, mechanics, and citation. Paper is clear, well-organized, and transitions well between sections. 4
Total 40

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