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Wildfire Advertising Campaign

Decent Essays

Public Service
On the other hand, there are some forms of advertising, such as Public Service Announcements, which are created for the purpose of educating and informing viewers. The Ad Council identifies “Smokey the Bear” as the longest running public service advertising campaign in history, having first appeared in 1944. To continue its mission of raising awareness about the prevention of wildfires, the Wildfire Prevention Campaign continuously reevaluates its marketing approach. According to the Ad Council Case Studies web page, Smokey was reintroduced to the Wildfire Campaign “with a new, modern look and an integrated communications strategy that incorporated social media.” This strategy was designed to target young adults, ages 18 to 34. The Wildfire Prevention Campaign also directs people to SmokeyBear.com to learn more about their mission. The Ad Council website states that, in 2013, “the site hosted over 4.3 million U.S. visits, averaging 360,000 visits a month.” Smokey Bear can also be found on Facebook, increasing the potential for viewers recognition and identification. Such marketing techniques have been validated by the correlations found …show more content…

This campaign was intended to “educate parents about the growing rate of autism in this country and to ultimately increase the level of early detection.” The campaign, which is entitled “Odds,” is designed to utilize a cumulative sum of $287 million in “donated media support” to target parents with young children between the ages of 0 to 6 years old. This case study was able to generate measurable results, which indicated that parents who had seen or heard the media of the “Odds” campaign were 160 percent more likely than parents who didn’t to be aware of the prevalence of autism. It also showed that 93 percent of these parents are more likely to be able to identify “at least one key sign of autism” if presented in their own

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