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Creating Campaigns

As a communication major, I have certain core classes that need to be fulfilled before graduation. Some of these classes consist of 300 level courses. This quarter, I am enrolled in Public Relations and Advertising Ethics and the final project consists of creating a campaign that you would like to see actually implemented in the world. I thought I would take this opportunity to show you the beginning steps to creating a campaign and where my group is in that process!

The basics consist of establishing an issue, an audience, and an organization that will sponsor the campaign. All of my group members are interested in global feminism so we decided to tackle the issue of violence against women in the Middle East.

Issue:

In many Middle Eastern countries like Lebanon, Jordan, Nauru, Chad, Turkey, Iraq, and Egypt, the world is seeing a crisis. Due to a spread in war and poverty, millions of Middle Eastern civilians have fled their countries in order to seek refuge in neighboring countries. The majority of these refugees come from Syria, where more than 250,000 people have been killed in a four-and-a-half-year conflict. Upon arriving in neighboring countries, many refugees are placed in refugee camps. Our campaign will focus on the mistreatment of women in these refugee camps where women are frequently targeted as subjects of violence and sexual abuse.

Our group chose to create a social media campaign based on this issue because we felt this issue was in need of public recognition. We all feel passionate about gender equality and wanted to focus on a branch of the issue that is not as frequently talked about or illustrated in the media. The women in these refugee camps are subjected to violence and mistreatment every day and have limited opportunities to have their voices heard. Our campaign will urge young women in America to realize the severity of this situation and urge them to take action to empower these refugee women, stop the violence, and change the gender norm.

Audience:

In order to generate the most awareness and effect the most change, we have chosen to target women between the ages of 18-25 living in the United States. These will be young women who are either already passionate about human rights and gender equality issues, or who are socially conscious individuals looking for a social cause to become passionate about.  By targeting this specific audience, it is our hope that the young female population in America will make the voices of the refugee women heard.

Sponsor:

Our sponsor for this campaign will be the Global Fund for Women (GFW). GFW is a nonprofit organization that focuses on women’s rights initiatives throughout the world. They have over 2,000 advisers and partners worldwide, and seek to strengthen women’s rights in the most marginalized areas of the world.  Their mission is to empower women to change their own lives.

We chose GFW as our sponsor for two main reasons. First, they partner with thousands of other women’s rights groups and would therefore be likely and glad to sponsor this social media campaign. Secondly, they are presently doing work on this specific issue. The organization works with other women’s groups in refugee areas and publishes women’s personal stories on their website. Their connection and work for this issue, along with their connection to thousands of other women’s rights groups makes them the perfect sponsor.


After these initial steps, we must look for campaign goals and objectives as well as the ethical values that are embedded in the campaign. What I love most about this type of group work is it creates an opportunity for real world feedback from experienced faculty on our ability to curate a campaign.
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