C ea i e B ief W k hee
De el ing a C ea i e B ief
Wh hi a ignmen ? Whe he
a e a acc
a e
a e be f he
c ea i e ea f ad e i i g,
i
k i h c ea i e b ief . C ea i e b ief a e
e a ed b acc
a e a a a
ha e he ke i igh ab
he a ge
a die ce a d he
d c ha a gai ed f
he e ea ch a d f
i e ie i g
he c ie . C ea i e (c
i e , de ig e , ide g a he , e c.) e he i igh f
he c ea i e b ief
de e
a ca
aig ha i
ee he eed f he c ie i a
c ea i e a e .
Ad ice:
● Read cha e 8, e ecia
. 201-203.
● Wa ch
e- a ch he ide
c ea i e b ief
ed
hi eek
eb i e
a i
● Y
ca
e hi
k hee i c a a a j
i g ff
i f
c ea e a
c ea i e b ief
hich
ca ba e
jec .
● C
e e he f
i g cha . U e e ea ch
back
c ai
Wha d
e a
acc
i h?
hi ca
aig
I want this campaign to be an eye-opener and reminder to clean up after ourselves in
terms of throwing away trash that is our own or may not be our own. To remember to
recycle and not litter.
KEYWORD:Reminder
Wh a e e a ki g
( a ge a die ce) a d
ha i igh d
e ha e ab
he ? ( e
i f f
e ea ch a
i
)
Wha d he
( ei f f
H
d
de c ibe
e ea ch
d c/
da
hi k
e a
he b a
he
e ice/
ea
?
e ea ch -
a
he a ge a die ce
d? ( e i f f
d c - ha
ake he
ga i a i
di i c i e ha
he a ge a die ce?)
Wha d
e a
he
hi k ab
d c / e ice/ ga i a i ?
Wha
ke
Wha
a
ca
H
e
i
Individuals under 30 who live in rural and urban areas. “Along roadways, motorists
(52%) and pedestrians (23%) are the biggest contributors to litter. Research also shows
that individuals under 30 are more likely to litter than those who are older. In fact, age,
and not gender, is a significant predictor of littering behavior.” (KAB)
)
Some individuals don’t have a sense of ownership for public spaces so they do not feel the need
to pick up, that it’s not their responsibility. Those who live in areas that are already littered will
not feel the need to clean up as a-posed to those who live in clean communities.
We want our target audience to think of the brand as distinctive,
accessible, and overall pleasant. We want our audience to not feel
annoyance when thinking of our brand, simply a brand that is
credible and creates ads that resonate and are reminders.
he
i he a ge a die ce be
ica ab
?
he i g e
i
a
hi g e
he ( a ge
a ke )
ake
f hi
aig ?
i
e
e age? H
ca
ake
i e be ie ab e?
Whe e h d ha
e age be f
he
be
ike
ecei e i ( edia)? (U e i f f
e ea ch)
We want them to think about the organization as credible and pleasant.
Wether we’re credible or actually making a difference.
We want it to resonate with them so that every time they see a piece of
trash on the floor they think to themselves that although its not their
responsibility, the right thing to do is to throw it away. Overall not to litter,
and to want to clean up after themselves and others.
We can make it credible, include statistics but also make it easy to understand. We can keep
track of the differences in communities in regards to littering. Maybe include before and after
photos of their own communities, and overall work with them.
Street signs, car advertisements, facebook, instagram, grocery stores, retail stores, malls.