The campaign I chose for my LEAP 4 was the Sea Turtle Street Sweep. Ocean conservation has been an effort that I’ve always been interested in and cared a lot for. My love for the ocean and protecting it started at a young age and grew, even more, when I became certified in scuba diving at 12. Since my certification I have seen with my own eyes the detrimental effect humans have had on our oceans and marine life. Ocean conservation is an effort that should be held at a high importance with the lengthening list of endangered marine animals and the bleaching of many coral reefs including the Great Barrier Reef. By protecting the ocean we protect our marine animals including the several species of sea turtles. Without proper action taken to protect our environment and oceans, sea turtles and countless other animals will face extinction.
Campaign Strategy and Goals
Purpose: The purpose of this campaign is to influence people to sign up for Sea Turtle Street Sweep on www.dosomething.org. Not only is it meant to influence people to sign up but it is also meant to influence them to live a more environmentally conscious life in order to help save sea turtles. “The purpose of propaganda may be to influence people to adopt beliefs and attitudes that correspond to those of the propagandist or to engage in certain patterns of behavior – for example, to contribute money, join groups, or demonstrate for a cause” (Jowett 1986)
Target Audience: The targeted audience for this campaign are those who are already interested in ocean conservation, millennials, and other demographics. Millennials have been found to be one of the generation most invested with the environment according to a report by the Glass Packaging Institute. Other demographics that this campaign is meant to target are 35-54 year olds because they are the most likely to volunteer. This campaign should also try to hone in on women who are 6% more likely to volunteer than men and also married person who are 10% more likely to volunteer than those who have never married. These demographics are chosen from the Bureau of Labor Statistics. These audiences are specifically selected to gain the most effective for this campaign. “A target audience is selected by a propagandist for its potential effectiveness. The propaganda message is aimed at the audience most likely to be useful to the propagandists if it responds favorably” (Jowett 1986)
Media Utilization Techniques: It is because of these statistics and facts that the Instagram I have utilized for this campaign has followed certain people who fit the demographics of the targeted audience. By utilizing Instagram it allows my propaganda campaign to reach target audiences and pairing the visual images with verbal captions it allows it to be consistent with the ideology. “The media should have the capability to reach target audiences, or new technologies may have to be designed and constructed to do so…how are the visual and verbal messages consistent with the ideology” (Jowett 1986) The selection of Instagram is also the most affordable platform to reach these audiences, and it also is the most effective being a target audience is millennials and millennials are also the largest demographic utilizing social media. “Selection of the media may be related to economics, as well as to the most effective access to the audience” (Jowett 1986) This campaign is also meant to create resonance with those who are predisposed to believe in ocean conservation. “Messages have a greater impact when they are in line with existing opinions, beliefs, and dispositions” (Jowett 1986) The startling facts and images shown on both the infographic and Instagram are meant to create an emotional reaction with the audience. “Propaganda is also associated with emotional language and presentations.” (Jowett 1986)
With these efforts of creating an Instagram that gains a following and a highly visual infographic that portrays facts, an increase in participants for the Sea Turtle Street Sweep is predicted and eventually with a combination of other conservation efforts our oceans may start to become a cleaner habitat for our sea turtle friends. As this semester comes to a close I am immensely glad and grateful to have taken this course. This course paired along with other courses I have taken such as Media Advertising (COM 445) and Advertising and Consumerism (COM 243G) have taught me so much. This particular course about propaganda was especially interesting to have learned alongside COM 243G which focused on consumerism, and many of the topics we learned overlapped. I was happy to contribute to both classes sharing what I learned in COM 416. I am especially happy to have learned this subject this semester due to it being my last semester as an undergrad and I hope to enter the advertising field one day as a copywriter and eventually a creative director. This class has made me more aware of the propaganda that surrounds me and I hope to utilize what I learn from this class in my profession and help stop the spread of negative propaganda.
Please note: to view the video in the infographic please click on this link
Jowett, Garth, and Victoria ODonnell. Propaganda & Persuasion. SAGE, 1986.
“Sea Turtles, a Call for Conservation.” Sailors for the Sea, 22 Sept. 2016, http://www.sailorsforthesea.org/programs/ocean-watch/sea-turtles-call-conservation.
The Millennials: A Generation Invested in Health and the Environment. Glass Packaging Institute, 2014, The Millennials: A Generation Invested in Health and the Environment, http://www.gpi.org/sites/default/files/GPI-TheMillennials-11 6 14-FINAL.pdf.
“Volunteering in the United States, 2015.” U.S. Bureau of Labor Statistics, U.S. Bureau of Labor Statistics, 25 Feb. 2016, http://www.bls.gov/news.release/volun.nr0.htm.