Page 2: Traditional Media Platforms in Campaign Effectiveness

This section examines traditional advertising methods and their role in campaigns for change that use television and other conventional media.

Vocabulary: Local + National advertising refers to paid promotional content distributed at both regional and country-wide levels.

Traditional media platforms discussed include:

1. Advertising:

• Offers guaranteed audience exposure
• Reaches viewers regardless of prior interest
• Provides cost-effective local newspaper options
• Enables targeted message delivery

2. Radio:

• Presents opportunities for free publicity
• Features expert commentary and discussion
• Delivers immediate audience engagement
• Enables live interaction with listeners

Example: Anti-smoking campaigns utilizing multiple media channels, including billboards, TV, and cigarette packet warnings, demonstrate effective cross-platform messaging.

Highlight: Radio campaigns benefit from expert speakers who can provide detailed information and create credibility for the cause.

Page 1: Digital Media Platforms in Campaigns for Change

This section explores the effectiveness of digital media platforms in modern campaigns for change, focusing on blogs, viral messaging, and social networking.

Definition: Viral messaging refers to the rapid spread of campaign messages from person to person through social media platforms.

Example: The Ice Bucket Challenge demonstrates successful viral messaging, raising awareness for ALS through user-generated content and social sharing.

Highlight: Social networking platforms reach approximately 2.3 billion users, making them powerful tools for campaign dissemination.

The page details three primary digital platforms:

1. Blogs (Web Logs):

• Offer free setup and easy maintenance
• Enable direct donation collection
• Link seamlessly with social media
• Provide regular campaign updates

2. Viral Messaging:

• Enables rapid message spread
• Achieves potential millions in reach
• Facilitates easy sharing through features like retweets
• Creates temporary but intense campaign spotlight

3. Social Networking:

• Supports multiple content formats (audio, video, text)
• Enables broad audience reach through Facebook and Twitter
• Allows for targeted campaign messaging
• Facilitates community building around causes

Quote: "The #MeToo campaign went viral after high profile celeb cases involving alleged sexual assault, reaching 20 million shares."