The message selected for revitalizing a social conscious campaign to address a world issue that Benetton wants to draw attention to is, adoption and racial tolerance. Benetton wants people to realize that many children go without a real home or parents to love them and never get a real chance at childhood. They may have to live in orphanages, group homes or even worst, be placed from home to home in foster homes, because they never get adopted. The message is that love has no color, it is colorblind. It does not matter, what color the parents or the child are or what part of the world they come from, anyone can give the gift of love, by giving a child a home of their own. Define the goal of this campaign and the targeted audience with supporting rationale.
The goal of Benetton's communication and advertising is to target the global consumer and create a brand image and lifestyle. In past campaigns, Benetton has sought to create both a global dialogue about specific issues and make this part of its corporate culture. Benetton has used its advertising to champion social causes. Therefore, the goal of this campaign is to make people aware of the need for adoptions, the ease of adoption, bring attention to the beauty of adoption while combining racial tolerance, to promote colorless adoption. We want to shine the light on the colorblindness of adoption and that race, culture or creed should not matter, it is all about giving love.
TARGET AUDIENCE - The target audience will be global consumers, men and women between the ages of 18 and 44, because according to J. Jones, PhD. with the National Center of Health Statistics, “… about 2 percent of the adult population aged 18-44, or nearly 2 million persons, [have] adopted children (4). More than twice the percentage of men (2.3) had adopted a child compared with women (1.1). These percentages represent approximately 1.3 million men and 613,000 women. Higher percentages of people over age 30, who are currently or formerly married, who have given birth or fathered a child, or who have ever used infertility services have adopted children compared with people who are aged 18-29, never married, without biological children, or who have never used infertility services”.
This audience was chosen because it represents the majority of the American adopting population and also follows the demographic of Benetton shoppers. Develop a model for the advertisement strategy you will use and briefly discuss each stage of the model. “Most adoption companies use an advertisement strategy that employs marketing techniques like advertising in local or national magazines. They may write articles, place personal ads or use advertorials in magazines” (Adoption Marketing, n.d.). “An advertorial is an advertisement in the form of an editorial” (Merriam-Webster Dictionary, n.d.). This method is used because when used in printed publications, the advertisement is usually written in the form of an objective article and designed to look like a legitimate and independent news story. This method has gotten much attention for adoptions, but can be very costly. Other methods that are generally used for marketing adoption are running ads in newspapers or in the Yellow Pages. Because most adoption agencies are non-profit, a non-profit business cannot spend a whole lot of money on marketing. Even though some of these methods are inexpensive, these traditional methods are not very effective and really cost adoption agencies more money than the results, they receive. The reason for such poor results if the...