NSPCCNSPCCAdvertising Awareness Advertising Awareness

Campaign Campaign

Be The Full Stop Campaign Be The Full Stop Campaign

The Be The Full Stop Campaign was The Be The Full Stop Campaign was launched here is the website.launched here is the website.

http://www.bethefullstop.com/pages/http://www.bethefullstop.com/pages/home.aspxhome.aspx

Be the FULL STOP 2007With just under 5,000 child cruelty crimes reported in 2006 - NSPCC calls on the nation to Be the FULL STOP

The Be the FULL STOP 2007 campaign aims to encourage people take action against child abuse to help end cruelty to children.Backed by a four week national TV, press and digital advertising campaign; as well as PR media, fundraising and campaigning activity.

The Be the FULL STOP map -  www.bethefullstop.com has been further developed so, not only will people be given the opportunity to register their support but they also get the chance,

through a succession of 19 deeds, to take a range of actions to help put an end to cruelty to children.

What are the Deeds?What are the Deeds? When supporters go to www.bethefullstop.com they will be

shown a list of deeds, some large and some smaller, that they can take to support the NSPCC help end cruelty to children. They will be encouraged to sign up in order to save their own personal deeds checklist and to get on the map if they have not done so already

Suggested Deeds: • Invite friends to join you and create your own, personal

network of support• Take further action and find out about donating, fundraising, volunteering or campaigning for the NSPCC• Be part of a committed and active community of NSPCC supporters

NSPCC Deeds…NSPCC Deeds… Some deeds will be instant and on-site, others will Some deeds will be instant and on-site, others will

direct them to direct them to www.nspcc.org.ukwww.nspcc.org.uk and others will be and others will be things they can do at home or in the community.things they can do at home or in the community.

We are working with Face book, We are working with Face book, Yahoo AnswersYahoo Answers, , PigsbackPigsback and and NetMumsNetMums to help raise awareness, to help raise awareness, engage their users with our cause and drive traffic to engage their users with our cause and drive traffic to the the bethefullstop.combethefullstop.com site.  These popular social site.  These popular social media sites offer us a unique opportunity to enter into media sites offer us a unique opportunity to enter into a dialogue with potential supporters and create a a dialogue with potential supporters and create a sense of community and action around the idea that sense of community and action around the idea that doing a small deed can make a big difference to doing a small deed can make a big difference to children everywhere. children everywhere.

The Branding of NSPCCThe Branding of NSPCC

What are the connotations of the What are the connotations of the brand? What is its reputation and brand? What is its reputation and image?image?

Products and Services Products and Services

What does the NSPCC do? What What does the NSPCC do? What does it offer?does it offer?

The Changing Perception of The Changing Perception of NSPCCNSPCC

Over the years the NSPCC has used a Over the years the NSPCC has used a range of different campaigns to convince range of different campaigns to convince the public into supporting the charity and the public into supporting the charity and helping to support its cause through helping to support its cause through donations and help. donations and help.

Following are a range of advertising Following are a range of advertising

campaigns where we can see the range of campaigns where we can see the range of approaches that the charity has used in approaches that the charity has used in order to try and appeal to its audience order to try and appeal to its audience

Following are a number of Advertising Campaigns for Print, Radio and Moving Image.

•Use the key Concepts to analyse each of them

•You will need pen and paper for this.

Don't hide it 2007Poster advertising, May 2007

http://dl.groovygecko.net/anon.groovy/clients/nspcc/eng_fists_lba.asx

Be the FULL STOPPoster advertising, September 2006

http://dl.groovygecko.net/anon.groovy/clients/nspcc/caravan60_sub_hb.asx

http://dl.groovygecko.net/anon.groovy/clients/nspcc/funrun60_sub_hb.asx

Don't hide itPoster advertising, May 2006

http://dl.groovygecko.net/anon.groovy/clients/nspcc/donthideit_ashamed_sub_lba.asx

http://dl.groovygecko.net/anon.groovy/clients/nspcc/donthideit_advert_sub_hb.asx

Someone to turn toNational press advertising January 2004

These adverts ran during shows like the chart

http://dl.groovygecko.net/anon.groovy/clients/nspcc/Darren_sub.asx

http://dl.groovygecko.net/anon.groovy/clients/nspcc/Joanna_sub.asx

Supported parents mean safer childrenNational press advertising

March 2003

http://anon.groovy.speedera.net/anon.groovy/clients/nspcc/drillsergeant_hb.asx

http://anon.groovy.speedera.net/anon.groovy/clients/nspcc/drillsergeant_hb.asx

http://anon.groovy.speedera.net/anon.groovy/clients/nspcc/roaddrill_hb.asx

Protecting babies and toddlers, Protecting babies and toddlers, May 2000May 2000

http://anon.groovy.speedera.net/anon.groovy/clients/nspcc/fullstop2_hb.asx

http://anon.groovy.speedera.net/anon.groovy/clients/nspcc/fullstop5_hb.asx

http://anon.groovy.speedera.net/anon.groovy/clients/nspcc/fullstop4_hb.asx

Child abuse deaths must stop. FULL STOPNational press advertising

October 2002

http://dl.groovygecko.net/anon.groovy/clients/nspcc/hermionenorris_sub_hb.asx

Real children don't bounce backNational billboard poster campaign

February/March 2002

http://anon.groovy.speedera.net/anon.groovy/clients/nspcc/fullstop6_hb.asx

Covert Advertising

The introduction of wearing the full stop badge to stop child cruelty was a good way to encourage people to donate a pound whilst keeping the charity in the consciousness in the audience through an advert that people carry around with them.

http://dl.groovygecko.net/anon.groovy/clients/nspcc/celebidents_sub_hb.asx

Endorsements and SupportEndorsements and Support

This advert used a range of celebrities to This advert used a range of celebrities to illustrate that everyone should get illustrate that everyone should get involved in the campaign to full stop child involved in the campaign to full stop child cruelty cruelty

http://anon.groovy.speedera.net/http://anon.groovy.speedera.net/anon.groovy/clients/nspcc/anon.groovy/clients/nspcc/stttcelebrity_hb.asxstttcelebrity_hb.asx

Application of Theories Application of Theories

Following are a range of theories Following are a range of theories about audiences and advertisingabout audiences and advertising

Explain how each of the theories are Explain how each of the theories are relevant to the full stop campaignrelevant to the full stop campaign

You will need pen and paper for this!You will need pen and paper for this!

Maslow’s Hierarchy of Needs Maslow’s Hierarchy of Needs

Basic Appeals Basic Appeals

Need for sexNeed for sex Need for affiliation Need to nurture Need for guidance Need to aggress Need to achieve Need to dominate

•Need for prominence •Need for attention •Need for autonomy •Need to escape •Need for aesthetic •Need to feel safe •Need to satisfy curiosity •Physiological needs

Persuasive Tools Persuasive Tools

Humour Humour Repetition Repetition Shock Tactics Shock Tactics SexSex Elite Persons Elite Persons Intertextuality Intertextuality Fear Fear Reward and Punishment Reward and Punishment MusicMusic

Uses and Gratifications Theory Uses and Gratifications Theory

Escapism / DiversionEscapism / DiversionPersonal RelationshipsPersonal RelationshipsPersonal Identity Personal Identity Surveillance Surveillance

According to Tom Brannan (The Effective According to Tom Brannan (The Effective Advertiser) there are 5 golden rules for ads:Advertiser) there are 5 golden rules for ads:

They must have impact and grab the attention They must have impact and grab the attention They must be relevant to what is being advertised They must be relevant to what is being advertised They must be clearly branded They must be clearly branded They must have consistency. Campaigns should not They must have consistency. Campaigns should not

be changed all the time. Images and brands should be changed all the time. Images and brands should have time to build an identity. Think Captain Birds have time to build an identity. Think Captain Birds Eye, PG Tips chimps etcEye, PG Tips chimps etc

They must answer the question: what’s in it for me? They must answer the question: what’s in it for me? What benefits will be gained from using that What benefits will be gained from using that product/service?product/service?