Suchergebnisse

The Institute for Women's Studies in the Arab World (IWSAW) in collaboration with KAFA ("Enough Violence and Exploitation"), an organization that works on combating violence and exploitation of women and children, organized a consciousness-raising event from November 3-5, 2008. This event was part of the 16-day activism campaign against gender-based violence KAFA launched to mobilize the youth and general public to support efforts to combat domestic violence.

The concept of sustainable development has been present in political discourse for many years. Striving to achieve it has become a worldwide priority. Success in this field depends not only on the right government policies. It is also a matter of society engagement. There are different direct and indirect tools intended to promote and reinforce positive changes in social attitudes. Among the most important ones are public awareness campaigns. The aim of the article is to present the ways in which they can contribute to sustainable development and how their positive impact should be properly assessed.

Purpose
This study aims to explore which media 9- and 10-year-old children and 12- and 13-year-old teenagers encounter and which campaign elements (media, spokesperson, appeal and message) are most appreciated by these target groups in awareness campaigns to raise their advertising literacy.


Design/methodology/approach
The study applies a methodology that is commonly used in design sciences to the field of advertising. Co-creation workshops with minors and professionals are used for the development of awareness campaign stimuli. In the first study, four co-creation workshops with 19 children (11 girls and 8 boys) of the fourth grade and four co-creation workshops with 16 teenagers (10 girls and 6 boys) of the seventh grade were organised. In the second study, nine professionals who work for and/or with minors or have experience in product design or marketing participated in a co-creation workshop.


Findings
Children are best approached though traditional media, whereas social media are used best to reach teenagers. Children prefer cartoons, whereas the results for the most appealing spokesperson in teenagers are mixed. Humoristic campaigns with a short message are preferred by both target groups.


Research limitations/implications
The results offer implications for practice and public policy with respect to awareness campaign building and social media marketing campaigns targeted at children and teenagers. To further corroborate the findings of this study, more pupils from different schools and different age groups should be studied. Moreover, the method used in this study can be applied in future research on awareness campaigns aimed at minors for other causes.


Originality/value
The methodological contribution of the study is the application of co-creation tools and techniques on the development of advertising campaigns for minors.

Public awareness campaigns are often used as a tool to promote environmental protection to a community and to spur behavioral change. Nevertheless, campaigns may not always be effective in promoting this goal. This study looks at the effectiveness of environmental protection campaigns in order to recommend best practices to improve efficacy. It also includes an assessment framework for evaluating the success of environmental campaigns so that stakeholders can see the value of campaigns for themselves. This report looks specifically at food waste reduction campaigns in Hong Kong and therefore serves as a tool for NGOs, the government, funders, and interested members of the public in Hong Kong to see the effectiveness of current environmental protection campaigns and plan better campaigns in the future. The study uses quantitative and qualitative research to see the efficacy of both the planning and results of three case studies. These are the government run Food Wise Hong Kong, the NGO run Waste no Food, and the single event campaign at the 2014 Rugby Sevens. This study reveals that food waste reduction campaigns in Hong Kong overall promote a care for the environment, but fail to promote behavioral change among some groups including certain age groups, the media, and the government. Therefore, this study recommends more targeted planning and rhetoric in order to create change among these groups. It also recommends an assessment framework specifically for environmental protection campaigns that stakeholders can use to better see the effectiveness of current and future campaigns. ; published_or_final_version ; Environmental Management ; Master ; Master of Science in Environmental Management