1 MIDTERM CAMPAIGN ANALYSIS: ONE LOVE TOREY FISHER HIGH POINT UNIVERSITY STC – 2225 STRAT COMM PROF. KENNEDY JONES 3/8/22 2 Following the tragic and senseless killing of her daughter, Yeardley Love, Sharon Love, and her other daughter Lexi established the One Love Foundation, which, for the last 12 years has been active. The One Love Foundation was started consequentially, due to Yeardley Love, a well-liked, bubbly, student athlete, who was attending the University of Virginia, being senselessly murdered in a drunken rage by her abusive boyfriend, George Huguely V. The Love family, her school, and people around the world mourned her loss. There was a preposterous amount of media coverage for the incident, and with all of the news spreading around the heartache of her daughter’s murder, Sharon saw an ( for lack of better terms ) opportunity. An opportunity to use this tragic event to begin to help people in unhealthy and abusive relationships, begin to recognize the signs that her daughter so nearly missed. The One Love Foundation’s message is this: “ One Love was founded to honor the unnecessary and tragic death of Yeardley Love by engaging young people through compelling, relatable films and honest conversations around healthy and unhealthy relationship behaviors. “ The foundation and its partners go around to universities and , recently secondary education, for instance preparatory schools, to display the signs of unhealthy relationships, and how to help those who may be in those relationships. This campaign, was given life because Yeardley’s was taken, and One Love discusses how she was in an abusive relationship and no one either knew the signs or how to help Yeardley. One Love focuses on how individuals aren’t educated enough on the signs of a unhealthy or abusive relationship, and that to the person who might be in that situation to recognize the signs and liberate themselves from that relationship. Because the foundation was founded primarily grown through Sharon and her family, the campaign leans towards Earned and Social Media. Sharon, posting the first One Love graphic almost ten years ago. Through her efforts, she has grown One Love to 3 be a nationally recognized campaign. Because our youth and adolescence is being born into a digital age, social medias like Instagram, Twitter, etc. is where most of their content goes. They have large, verified, accounts across all major social media platforms, giving them their credibility and popularity. This campaign technically advertises; however it is not a product. One Love is advertising the education of unhealthy relationships, at the cost of you wanting to be informed. The concept of educating people on these topics are useful, and necessary, and people realize it. Universities across the country have invited One Love repeatedly, to host workshops, discussions, information sessions etc., to educate their students on how to love their partner properly. Frankly, people love it. People hear about the One Love Story and immediately fall in love with the foundation because it is legitimately helping people. Things like, “ I would have left sooner “ are said up and down their media pages because they are actually educating. The overall strategy of the campaign is very strong and formidable in a very interesting way. The strategy of the campaign is very straightforward. In these environments where young people who are not properly seasoned in practice of loving correctly, One Love is stepping in, and showing films, hosting talks etc. to show the students, teachers, anyone, the signs of unhealthy relationships. The only improvement I would make is to not direct all of the attention at the males. It seems like there are a lot of assumptions that males are the only ones capable of domestic violence and producing unhealthy relationships. Because women are just as capable, if not more, I feel women should feel the same pressure as men to love their partner correctly. 4 REFERENCES https://www.joinonelove.org/education/ https://www.joinonelove.org/about/ https://www.joinonelove.org/
