Communications Strategist
Course: Copywriting and Layout - 4.
Type of Assignment: Individual submission.
Target Audience: The target audience of the campaign is male individuals who are 16+ years old and living in Canada.
Story of Assignment: According to a study done by Canadian Women's Foundation in 2015, only 1 in 3 (33%) survey respondents identified consent as being both positive and ongoing (Canadian's Understanding of Consent, 2015). The Foundation did the same study in 2018, and the results showed that understanding of consent has decreased over the last three years from %33 to %28 (Understanding of Consent, 2018).
This campaign consists of three different mediums: Non-Traditional OOH, Instagram, and Website. While choosing the mediums for the campaign, the priority was not to trigger women's trauma. Urinal print ad is chosen as a non-traditional OOH because women would be much less likely to be exposed to the ad. Also, according to a study, the target audience is more receptive to the message in the washroom. Instagram allows advertisers to target the audience based on their sex, so therefore women would not be able to see the ad on Instagram either. The landing page on www.getconsent.ca is designed for men who have seen an ad on any platform and clicked to learn more.
Ad Objective: To educate the target audience on sexual consent by encouraging them to change their behaviour.
Tone and Manner: Impactful, powerful, and straight-forward.
Main Message: To those who do not know the meaning of consent, Canadian Women's Foundation can help you on www.getconsent.ca
The logo of the foundation is not used in this piece of the campaign; firstly to arouse curiosity. Additionally, some of the target audience might be offended by the ad's straight-forward tone at the first look, and these negative feelings would be tied to the Canadian Women's Foundation. #GetConsent will be on every digital platform, and when the target audience searches #GetConsent they will come across with the foundation.
