Assignment #5 -- Social Campaigns

Social Campaign #1

This campaign transfers knowledge by reinforcing the idea that all women are different -- especially when it comes to their body types and obviously their ethnicities. It helps in shaping an attitude because currently, society expects women to look like the bottom group of girls -- the Victoria's Secret models. However, in reality, most women and their body types resemble that of the Dove women. The campaigns displays a drastic comparison and sheds light on what the majority of women look like rather than the minority of super model body types. The campaign's goal seems to be to get society to change their mindset, behavior, and norms of stereotyping women and possessing unrealistic expectations regarding their bodies.

Source: http://lunalunamag.com/2013/10/21/how-we-talk-about-weight/

Social Campaign #2

This campaign transfers knowledge by shedding light on the societal misconception that drunk driving and buzzed driving are different, when they really are not. It helps in shaping an attitude by showing two identical images of the effects of driving under the influence of alcohol but with two different captions that represent the same idea. This campaign aims to change behavior in the way of preventing people from drinking and driving altogether. In this ad, the an advertising strategy seems to be scare tactics because if drivers don't change their behavior and practice of drinking or driving, this could be them -- injured in the hospital.

Source: http://www.mullen.com/the-ad-council-cracks-down-on-buzzed-driving/

Social Campaign #3

This campaign transfers knowledge by informing the public of the presence of rape culture and taking a stand against it. Rape culture is where rape and sexual violence is an accepted and expected norm. This ad shapes an attitude by showing people that just because a girl is intoxicated and could be "way easy to hook up with", that doesn't mean that she consents to sexual activities of any sort. This ad can change behavior because it gives the example of this young man saying, "A girl that wasted is way easy to hook up with... so I made sure her friend got her out of there. She was in no shape to be going home with some guy." and taking a stand against women being sexual taken advantage of. The ad ultimately displays that even though two different outcomes can exist from a girl being intoxicated, there is only one right outcome -- and that is protecting the girl and removing her from a potentially dangerous situation rather than taking advantage.

Source: http://yoganonymous.com/photos-new-anti-rape-campaign-shames-the-perpetrator-not-the-victim/