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Campaign Proposal

Product
Barnardos
Target Audience
17+
Campaign Message
Barnardos work to transform the lives of vulnerable children and young people. So the
message of my campaign is that is doesnt have to be expensive to buy clothes for children.
Launch Date
They have released television adverts to raise awareness of the work they have done. These
include;
Turn Around (2009-2010)
Break the Cycle (2008-2009)
Believe in Children (2007)
Young Carers (2006)
I will release my advertising campaign during July 2014 as this is when people are more
likely to see it. For example, families may be going on holiday and see the advertisements
on a billboard.


Schedule of Advertisements
There have been a number of advertisements been produced by Barnardos. The most
recent one is a TV advert called Life Story. This teaches its audience all about the children
the charity aims to help and how we can help the charity. Previous advertising campaigns
include; Turn Around, Break the Cycle, Believe in Children and Young Carers.
The first adverts will be printed in magazines for 2 -3 months then shortly after adverts will
appear on TV and posters will be displayed in college where people can see it e.g. the
crescent.

Location of Advertisements
Adverts will appear in magazines, billboards, posters, sides of buses.
The adverts will appear in magazines whose target audience is fairly older as they would
probably appreciate them more than younger people. Billboards could be placed by roads as
people can see them as they are driving past.
Legal and Ethical Issues
Libel is publishing in print, writing or broadcast through radio, an untruth about another
which will do harm to his/her reputation.
This means that the words printed in the Barnardos advert would have to be suitable as
something said may offend someone.
Obscene Publications Act This means that the Barnardos would have to make sure that
any images and words used are suitable for the target audience.

Codes of Practice
There are codes that Barnardos legally has to follow.
The way in which children perceive and react to marketing communications is influenced by their
age, experience and the context in which the message is delivered. Marketing communications that
are acceptable for young teenagers will not necessarily be acceptable for younger children. The ASA
will take those factors into account when assessing whether a marketing communication complies
with the Code
Care should be taken when featuring or addressing children in marketing communications.
Barnardos aims to protect children (someone 16 and under) from harm, which means they
are not encouraged to speak to strangers. They must also not copy practices that are unsafe
to children.

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