Mod 4_ Portfolio Milestone (Campaign and Event Planning)
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Colorado State University, Global Campus *
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123
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Communications
Date
Apr 3, 2024
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Pages
5
Uploaded by briwoodson
Module 4: Portfolio Milestone
CSU Global
Dr. Sorin Nastasia
Brianna Woodson
09/17/2023
1
Creative Inc. is an organization based out of Oakwood, Georgia. It is a small, locally run
organization that is dedicated to social change. The company’s primary focus is ushering in
social change through the civic agenda. Our agenda is to help stop the widespread issue of
non-adult individuals vaping, and our ultimate goal is to stop the masses of young people from
ever picking up a vape to start with.
Social Event for Change
Creative Inc. has decided to plan a corporate social event in order to bring awareness to
the issue they are passionate about. This event will be hosted locally, on site at the business with
an open invitation to whoever in the community will benefit from attending. The event will have
informational packets about the dangers of vaping, as well as persuasive videos and photos of the
damages that vaping can and will do to the body.
The event will have several aspects to it that draw people to it. For starters, there will be
informational pamphlets handed out that highlight important issues on the topic at hand.
Secondly, there will be individuals there who have experience with vaping: either quitting
completely or sharing their own horror stories in regards to the e-cigarettes.
Audience
The campaign is primarily geared towards young people who are vaping, however, the
message is valid for anyone struggling with vaping or struggling to quit. Although the campaign
is directly geared towards young people, Creative Inc. feels confident that many people will
benefit from it if the campaign speaks to their needs.
Theory Foundation
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Theory foundation is a guideline for how a campaign is presented to its audience and in
turn how that presentation is received. According to the text, “credibility derives from the
source’s perceived expertise and trustworthiness, that is, the source’s appearing to know the facts
on the issue and to be reporting them honestly.”
Due to the campaign's nature of addressing a dangerous and potentially deadly habit,
Creative Inc. has elected to induce fear as the communication strategy. Our text outlines the
following regarding inducing fear:
Inducing fear is a popular strategy for many types of public communication efforts. Fear
appeal messages “refer to those contents of a persuasive communication which allude to
or describe unfavorable consequences that are alleged to result from failure to adopt and
adhere to the communicator's conclusions” (Hovland, Janis, & Kelley, 1953, p. 60) and
“attempt to change our attitudes by appealing to [the] unpleasant emotion of fear”
(Rogers, 1983, p. 153).
Essentially, the point of a fear inducing campaign is to instill fear into people by attracting their
attention to risky behavior in hopes that the risky behavior will cease to occur. Creative Inc. will
incorporate this into the campaign by having experienced individuals speak at the campaign,
promotional videos discouraging the risky behavior, and lastly informational packets with
resources for those struggling with vaping.
Conclusion
Creative Inc. intends to use a fear based communication strategy to drive home the
dangers of vaping in children and young adults. This strategy is intended to promote a lifestyle
change to a healthy one and eliminate the unnecessary risks that come with indulging in
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3
e-cigarettes. The ultimate goal is to promote a positive, long lasting societal change within the
local community.
4
References
Rice, R. E., & Atkin, C. K. (2013).
Public communication campaigns
. Sage.