An advertising
campaign is a specific course of action designed to advertise a company, cause,
or product that employs an intentional and carefully coordinated series of
marketing tools in order to reach the target audience. The end purpose of any
ad campaign is to boost awareness of the subject matter and generate demand.
The exact structure of the advertising campaign will often depend on the nature
of the product or cause and the target audience that the campaign is designed
to reach. Examples of the advertising are newspaper, magazines, radio
and television broadcasts, films, stage show, websites, billboards, posters,
wall paintings, town criers, human billboards, flyers, rack cards taxicabs, buses,
trains, subway platforms, bus stop benches, and more. While
specifics vary from one advertising campaign to another, some of the same tools
are used in just about any campaign. Both print and electronic media are often
used to generate attention and enthusiasm for the subject of the campaign,
often with the logical and timely launch of different tools at specific points
in the overall campaign. While in time past, electronic media referred more to
television and radio broadcasts, that component now includes tools such as
online banner ads, text messaging, and email
advertisements. In terms of print media used in an advertising campaign, ads
placed in newspapers and magazines are a time-honored method of reaching the
target audience. The ads usually are designed to pique the interest of readers
and entice them to learn more about the topic of the ad. In order to ensure
that the desired consumers are reached, the print advertisements will often
appear in print media that is geared toward those consumers. For example,
software that is designed to keep track of sales leads and existing clients may appear in a
magazine that caters to sales and marketing professionals.
With
electronic media, television and radio commercials remain a viable means of
attracting the attention of buyers and creating demand for various products and
services. Short television commercials designed to amuse as well as inform tend
to make an impression on the viewer and are highly likely to entice a
significant number of consumers to purchase the products displayed in the ad.
In like manner, an advertising campaign may also include short radio
commercials that catch the ear of the listener and help to conjure up visual images
that create demand for the product.Along with traditional methods of creating an advertising
campaign, newer tools are making it possible to reach consumers in new ways.
Many companies design advertising campaigns to current clients that rely on
such tools as text messaging or email
advertising a text message to the client’s
cell phone. As an alternative, the service provider may notify the customer of
upcoming sales or new products and services via an email.For the
most part, an advertising campaign will set specific goals that must be
realized in a given period of time. In the event that the campaign does not quite
meet the goals, the overall approach can be reworked slightly for the remainder
of the campaign, or the information gained during the current campaign can be
used to create a more effective follow-up advertising campaign strategy.
Learning from the experience of past campaigns makes it possible to strengthen
upcoming campaigns and move closer to achieving the goals set by the
advertiser.
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Project Brief
Using
Mobile Phone while Driving Increases Accident Risk
The
theme I’m taking is dangerous of Using mobile phone
while driving. Driving is the controlled operation and movement of a vehicle.
The problem are trying to address about driving is “ Using Mobile Phone while
Driving”. Today, as never before, society pressures us to “stay connected” via
telecommunications devices; thus, it is no surprise that cell phone use while
driving is a growing problem. This technological and social phenomenon is contributing
to one of the leading causes of unintentional death and injury vehicle
collisions. 2,600 people died and 330,000 are injured from people using mobile
phone while driving in a year. In some cause using mobile drivers worse than
drunk drivers. The evidence is clear and compelling. Epidemiologic, driver
simulator, and naturalistic studies demonstrate that cell phones and driving
are a dangerous combination. Unfortunately, while most drivers view cell phone
while driving as unacceptable, many of them still engage it. This, in turn, is one of the
biggest contributors to accidents. For collisions in 2007, out-of-control
driving contributed to 23% (1,318 out of 5,672 cases) of fatal accidents and
14% of overall accidents (3,674 out of 27,035 cases).Dr Ahmad believes that
mobile phones are one of the biggest distractions. “Phones are a major culprit
even though we have laws prohibiting their use (while driving),” he says. He
believes that road safety has a lot to do with prevailing culture and while the
mobile phone has given us a sense of urgency, it has become a distraction.
“When the phone rings, there is a compulsion that we have to pick it up. The
mobile phone provides promptness but this is dangerous (when driving),” says Dr
Ahmad. Road Safety Department director-general Datuk Suret Singh believes texting
causes a significant number of accidents. “I don’t think we are any different
from other countries. “It is probably higher here compared to Western countries
as more Malaysians use their phones and text when driving,” he says. Federal
traffic police chief Senior Asst Comm (II) Datuk Abdul Aziz Yusof says the
police don’t tolerate the use of mobile phones. “There are people who do that
but we don’t compromise on this. Texting is worse than talking. There are cases
where even motorcyclists are texting. This is very dangerous because their
concentration level is minimal.” He adds that there is no compilation of
statistics on accidents due to mobile phone usage. “It will be very difficult
to prove but we are sure there are cases,” says Abdul Aziz.Road Transport
Department (JPJ) enforcement officer Syed Abdullah Syed Hussein says that it will be difficult to prove
that a driver was texting.
It is easier to spot a driver who
is holding his mobile phone to his ear and slap him with a summons of RM300
than one who is texting. Using mobile phone while driving now leading cause of
death for teen drivers and become a greater than drinking and driving among
teenagers who openly acknowledge using mobile phone behind the wheel of a
moving vehicle. The number of teens who are dying or being injured as a result
of using phone while driving has skyrocketed as mobile device technology has
advanced.
The campaign going to do is
commercial add about what will happen using mobile phone while driving.
Hands-free also distract
Dr
Ahmad says studies have shown that using a hands-free device causes as much a
distraction as talking on the phone.
“When
talking (without hands-free kit), we don’t have full control of the steering
wheel and our concentration is divided between the conversation and the road.
Texting while driving
should be banned
Posted on April
17, 2011, Sunday
THE cellular phone has opened up a lot of possibilities for
person-to-person contact, among other conveniences.But when it comes to road safety, the gadget could be considered a
hazard, especially after the introduction of Short Message Service (SMS).Ever since the advent of SMS, society has become more aware of the
dangers of texting while driving although the habit is still quite rampant
among a large section of the motoring public who, for some strange reason,
still do it despite knowing the perils involved.Text messages are brief — often limited to about 160 characters
and can be easily sent from one cell phone to another.The service, embraced by millions worldwide, is so convenient that
people can text anytime, any place and anywhere — even while walking, eating
and driving.The cell phone is ubiquitous, simple to operate and transmits
messages in a jiffy. For this reason, it has become a powerful campaigning tool
during an election. But that’s another story.In recent years, the growing number of ‘texting-while-driving’
accidents has alerted the road safety authorities to the inherent dangers
posed. One thing often overlooked is that driving requires full concentration,
and using the hand phone behind the wheel can lead to a lapse in concentration
and cause unnecessary road tragedies.According to the National Highway Traffic Safety Administration,
16 per cent of all fatal crashes in 2008 resulted from driver distractions,
including, not surprisingly, reading, composing and texting while driving.
This is more than adequate time for a person to run in front of a
car or for the vehicle in front of the person to make a sudden stop, hence
increasing the likelihood of averting a potentially nasty accident.When a driver is texting, his mind would be on the message he is
reading or composing. This prevents the driver from thinking quickly as his
reflexes are compromised since he is thinking of something else.The high risks of texting while driving should be reason enough to
kick the habit. One option is putting the cell phone on silent mode while
driving, especially if one is not expecting anything very urgent.This way, one is not tempted to check and read any messages that
come in. It’s always better to wait until one arrives at one’s destination
before reading or sending any text messages.Another option is to stop driving if one absolutely must use the
cell phone. It’s also good road courtesy to make sure one stops at a place that
will not obstruct traffic.Every year, thousands of people die in tragic car accidents. Among
the causes are answering cell phone calls (headsets won’t help much since it is
the conversation that distracts the driver), and, of course, texting while
driving that takes away the use of one hand and requires the driver to
occasionally glance at his or her cell phone, leading to
distraction often with disastrous consequences.A reminder of this point recently came from Datuk Michelle Yeoh,
the global road safety ambassador from Malaysia.Yeoh, an international film celebrity in her own right, said
texting while driving is distracting because the driver had to look down at the
text — and in a moving car at that!“All it takes is a split second for an accident to happen. Texting
is a definite no,” she said at the launch of the “Driving
is a No Phone Zone” campaign in Kuala Lumpur.
Teen
and adults texting Behind the Wheel
In 2011, at least 23% of auto
collisions involved cell phone that is 1.3 million crashes.
Activities that increase risk of
crash
Activities that increase risk of
crash
13% of
drivers age 18-20 involved in car wrecks admitted to texting or talking on
their mobile devices at the time of the crash. There are
many texting while driving in Malaysia, highway, urban roads and even at the
junction while reading text messages.
Competitors
Analyzing the competitors about the topic was taken
are local and international. They have some photos, videos, posters for the
campaign. The competitors using
materials for the campaign are flyer, poster, banner. Info graphic and ect.
Example
Facebook
Driving Is A No Phone Zone Campaign
Updated on
2011 · Taken at PJ, KL
NO PHONE ZONE ROAD SAFETY CAMPAIGN
by HELP UNI COLLEGE & JKJR
Designed by:
Chua Long Yao
Lay Teck Soon
by HELP UNI COLLEGE & JKJR
Designed by:
Chua Long Yao
Lay Teck Soon
About
Mission
Driving
is a No Phone Zone.
To create awareness & educate the public about the dangers of using a mobile phone to text /talk while driving.
To create awareness & educate the public about the dangers of using a mobile phone to text /talk while driving.
Description
The “No
Phone Zone” campaign is an initiative by Oprah Winfrey, with the objective of
promoting awareness regarding the rate of road accidents caused by the usage of
mobile phones while driving, as well as to make safety a bigger priority among
drivers.
In view of this, the "No Phone Zone" campaign will be launched at HELP University College.
Date: 21st March 2011 - 25th March 2011
Venue: Lower Foyer, HELP University College
Events: A photography competition, a pledge booth
exhibitions, freebies, and MUCH MORE!
In view of this, the "No Phone Zone" campaign will be launched at HELP University College.
Date: 21st March 2011 - 25th March 2011
Venue: Lower Foyer, HELP University College
Events: A photography competition, a pledge booth
exhibitions, freebies, and MUCH MORE!
General
information
The No
Phone Zone campaign will be brought to Malaysia by HELP University College and
the Department of Road Safety (JKJR). This week-long campaign aims to promote
awareness about the dangers of using mobile phones while driving through
activities, competitions and pledges.
CAMPAIGN
OVERVIEW
Nearly 500,000
young adults each year are injured due to various forms of distracted driving,
including texting, mobile instant messaging, updating social media platforms,
sending photos,
etc. It's a habit deadlier than drunk driving. We live in a constantly
connected world where multitasking is second nature and communicating is
instant.
Coupled with
this compulsion, teens and young adults are overly confident in their ability
to 'safely' text while driving.
To stop this
dangerous behavior, the Ad Council collaborated with the office of the State
Attorneys General and the National Highway Traffic Safety Administration
(NHTSA) to create
a Texting and
Driving Prevention campaign. The campaign targets young adult drivers and aims
to show them the consequences of this seemingly benign behavior.
The campaign
features Public Service Advertising (PSAs) in TV, radio, outdoor and web, as
well as integrated digital and social media platforms.
All advertising
drives consumers to StopTextsStopsWrecks.org where consumers can find tips and
tactics for how to curb this behavior.
Info graphic of project brief
Campaign
Background
BACKGROUND:
People feel pressure to remain in
constant contact, even when behind the wheel of their car. What drivers do not
realize are the dangers posed when they take their eyes and minds off the road
and their hands off the wheel and focus on activities other than driving.
Drivers of all ages live in a
connected world where multitasking is the norm. This manifests in the car where
they recognize texting and driving is dangerous, but do it anyway.
CAMPAIGN
OBJECTIVES:
§ Curb the behavior of drivers who using mobile phone while
driving by showing them what it means to have their eyes off the road
§ Go beyond the “using mobile phone while driving is
dangerous” messaging, and address the compulsion to text while driving
§ Directly speak to the overconfidence many have in their
ability to “safely” using mobile phone while driving
TARGET
AUDIENCE:
§ Mobile Users
§ Adult drivers between the ages of 16-49
DID YOU KNOW?
§ In 2011, This technological and social phenomenon is
contributing to one of the leading causes of unintentional death and injury
vehicle collisions. 2,600 people died and 330,000 are injured from people using
mobile phone while driving in a year. The
average time a driver’s eyes are off the road while texting is nearly five
seconds. When traveling at 55mph, that’s enough, time to cover the length of a
football field.
§
You
are two times more likely to crash if you text while driving
My final work of this topic
stick the photos on wall at SOMAD one by one in image of skull.
Laser cut of my campaign logo
Car sticker design
Hanging the original car staring of one site eye
Colors present:
On this artwork shows a statistic. Color Photos shows people are still alive ,Black and white photos shows people are accident and Red color photos shows people are died in using mobile phone while driving.
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