After stressing over nothing these past few weeks, rethinking the direction of my project, I think I finally found a solution or a problem to be exact.

Can an advertising campaign that is sensitive to different ethnic group be the solution to racism?: the intention of my project is to examine how cultural sensitivity has become the key to a successful advertising campaign and applying this research to create an anti-racism campaign targeting international students, in specific Japanese and Indonesian students in RMIT.

This way, it doesn’t just make it easier for me to later evaluate my project (through focus group) but also making it more interesting in the sense that I would have to come up with culturally unique executions by using narrow media platforms and below the line promotions.

**Three key terms (these three terms are integrated with one another):

Below the line Advertising: Above the line advertising refers to a promotion through traditional mediums such as TV, radio, magazine and newspaper. On the other hand, below the line advertising uses any mediums that do not include traditional mediums listed above.

Ambient Media: It is the name given to a new breed of out-of-home products and services determined by some as Non-Traditional or Alternative Media. Ambient media advertising can be used in conjunction with mainstream traditional media, or used equally effectively as a stand-alone activity. The key to a successful ambient media campaign is to choose the best media format available and combined with effective message (taken from wikipedia).

Guerrilla Marketing: An unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing tactics are unexpected and unconventional; consumers are targeted in unexpected places, which can make the idea that’s being marketed memorable, generate buzz, and even spread virally (taken from wikipedia).

**Examples of the above:

7_virginatlantic

AllianceTheatre.preview

folgers-coffee

escalator

gm4

pondsantibacterialfacialwash

anti-smoking-exhaust-thumb

ps. if any of you are interested in finding out more about this, try and find a book by Gavin Lucas and Michael Dorrian titled ‘Guerrilla Advertising’.

Advertisements