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562 Media Strategies & Techniques | Awareness Campaign 1

COMPONENTS

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Build awareness. Spark a movement. Support a nonprofit.

Part 1 Part 2 Part 3 Part 4 Part 5

Research Message & Brand Goals Inverted Pyramid Landing Page

Questionnaire Brand platform

Key terms and phrases

Core facts about cause

Campaign objectives and desired outcomes

5W’s Promotional copy

Related links

Image, graphic or video

Part 6 Part 7 Part 8 Part 9 Part 10

Social Media Opinion Piece Online ad Html Email Summary & Conclusions

Facebook post

Twitter post

Short piece in your voice geared for placement on site or blog

Facebook ad with goal of increasing visits to campaign site

Goal-based email to friends, family and colleagues

Final thoughts

PART 1: RESEARCH

What is your awareness campaign? What is the definition, history and general ideas and theories surrounding your public awareness issue?

My campaign is to raise awareness in support of wounded veterans. The definition of support is “to give assistance” ie., supporting veterans financially, emotionally, physically as well as the their families. After wars such as Vietnam, when soldiers return home is when we see these damaging effects on their lives and the struggles they face to regain normalcy.

What do you want to make your audience aware of about this issue? Do you want to inform or persuade?

I would like to bring light to the issues our veterans are facing and inform the public of these problems. I want to show both veterans and the public the support that is available and what they can do to help or get help.


What are some of the statistics related to your public awareness? With nearly 20 million veterans in the United States, 6 out of 10 have been hospitalized as a result of their physically or mental injuries. According to the Veterans Affairs Department, 22 veterans commit suicide every day, this means that nearly 8,030 veterans commit suicide each years with 5,540 of them being over the age of 50.

What solution would you implement to change the problems surrounding your public awareness campaign?

Offering more programs that support veterans as well as implements programs that require monitoring of all veterans upon returning home rather than waiting for the veteran to say they have a problem.

What organizations, business or individuals are working to change the problem and improve the issue? How do they approach their strategies? Give two examples.

A large supporter of veterans is the Wounded Warriors Project. They support veterans and raise awareness in many ways such as charity runs and Project Odyssey which helps to teach PTSD coping skills. The WWP is very prevalent on social media to raise awareness for their campaign. Another veteran supporter is the Military Warriors Support Foundation. They offer several varieties of programs for vets, one of their biggest program is Homes 4 Hero’s which focuses on offering mortgage free homes to veterans. They also utilize social media for spread awareness as well as texting options to donate.

How will knowledge about this campaign help your audience make a difference? What can they do to get more involved in the issue?

Sharing opportunities such as charity runs and volunteering options will allow others to see just how many opportunities there are available to them to help veterans and their families through hard times. Attending these events can also help others understand the struggle these veterans are going though and see or meet who they are helping first hand.

What are some valid resources with interesting and accurate information about this cause? List three.

http://www.woundedwarriorproject.org/

http://www.militarywarriors.org/

http://theveteranssupport.org/





Name of Organization Purpose or Relationship to the Cause, Organization or Movement

Website url

The wounded Warrior Project To foster the most successful, well-adjusted generation of wounded service members in our nation's history.


Military Warrior Support Foundation

This non-profit charity provides support for our nation’s combat wounded heroes and families as they transition out of the military and into their new civilian life.


Veterans Support Organization Offers developed comprehensive programs to assist needy veterans at various stages of transitioning out of military service.


PART 2: MESSAGE & BRAND

Multimedia Collection

a. Use Google images or other source to find a logo/wordmark affiliated with your cause, nonprofit organization or movement. If one does not exist – use a desired font style and create something simple using the campaign title. Place the image in the “Brand Platform” grid below.

b. Use Google images, organization’s website or other source to collect about 6 images that illustrate and relate best to your cause, nonprofit organization or movement. (save as jpegs)

c. Place the images in the grid below + use these images for other aspects of your campaign (i.e. Facebook posts, landing page layout, html email layout, opinion piece)

[place jpegs of images in the grid below]





Brand Platform

Cause, Movement or Nonprofit logo or wordmark

Campaign Fonts Header Subheader Body Copy Subheader

Body Copy

Impact Gill Sans mt DIN Next Light


Campaign Color Scheme

Key Words & Phrases

Key Words 1-2 word “bullet points” that best illustrate the strengths of the cause, nonprofit or movement.

Key Phrases 3-8 word short statements or tags that summarize the unique aspects of the cause, nonprofit or movement.

1)Helping Veterans 1)Supporting Veterans

2)wounded Warriors 2)Wounded Warriors

3)Military 3)No solider left behind

4)Hero’s 4)Helping our Hero’s

5)Support 5) Military Families

Message Profile

High level profile of nonprofit organization, cause or movement

Name: The wounded Warrior Project

Purpose: To foster the most successful, well-adjusted generation of wounded service members in our nation's history.

Affiliated events, initiatives, fundraisers

Project Odyssey, TRACK, Transition Training Academy, Warriors to Work, Family Support, Soldier Ride, WWP 8K Runs.

Digital assets of “main” organization, cause or movement (if applicable) [web and social media presence]

Web url: http://www.woundedwarriorproject.org/

Facebook url: https://www.facebook.com/wwpinc.fans

Twitter url: https://twitter.com/wwpinc

Other…

Promotional assets [current visibility – advertising, PR, awareness]

How is the cause, nonprofit organization or movement currently promoted? What marketing tools and outreach is currently used?

This issues surrounding our veterans such as PTSD, job placement, and civilian life adjustment are broadly covered by several organizations similar to the Wounded Warrior Project. These topics are covered by websites, social media, online advertising and advocacy programs. They have the support of several other smaller organizations and do a nice job of connection with the public through events such as the charity runs.

Core audience Who are the people who will help meet the organization’s objectives or aid in raising awareness?

Anyone in the general public can help this cause. In particular those who feel a strong connect to helping our military, maybe those who know an injured veteran or soldier. Those who believe we should be helping the men and woman who are suffering because they chose to fight for their country.

Primary Secondary Accent

#aa2323 #1b2e67 #ffffff



Core target market(s) What is the organization or cause geographic reach? What areas do they focus on for promotion and outreach?

The Wounded Warrior Project is national and offers events and services across the united States.

Main messages [tag lines, popular affiliated phrases]

What is the primary mission and vision of the organization?

To foster the most successful, well-adjusted generation of wounded service members in our nation's history.

To raise awareness and enlist the public's aid for the needs of injured service members.

To help injured service members aid and assist each other.

To provide unique, direct programs and services to meet the needs of injured service members.

Core Strengths What unique attributes does this cause, or movement have that most appeals to supporters?

Core Strengths and motivations for supporting this organization. Helping others Protecting those who served Reducing suicide rate Reducing homelessness in veterans Job training


PART 3: CAMPAIGN GOALS & OBJECTIVES

What type of awareness campaign are you designing? (Choose 1-3)

Raising money (fundraising)

Increase public knowledge of cause or specific related organization

Increase online engagement

Increase general engagement (volunteers, participation in programs, attendance at events)

Recruit members

Get donations (clothing, food, air miles, printing, pro bono services, etc.)

Event volunteers and attendance

Other?

1 – Increasing public knowledge of the Wounded Warrior Project and related organizations.

2 – Increase general engagement (volunteers, participation in programs, attendance at events)

3 – Raising money (fundraising)

What are your main campaign goals? What do you most hope to achieve with your awareness efforts? Provide at least three.

Examples

Increase fiscal donations

Get more of my family and friends get involved, support, donate

Promote X organization via my social media channels

Increase engagement on organization X social media

Promote [specific event] for X organization

Other…

1- Increase awareness about the issues plaguing our veterans.

2- Spread awareness of how the public can get involved.

3- Increase donations.

PART 4: INVERTED PYRAMID

Campaign Title

Who Overview of the cause Our veterans are often forgotten, there is a strong disconnect with much of our nation. While we are lucky wars are not being fought in our own backyards this can cause us to forget about what is happening to our young soldiers unless we directly know a soldier. Our veterans gave a huge sacrifice and we need to be better prepared to help them better adjust to life when the return home, both physically and mentally.


What What makes the cause unique and important

The organization offers both programs to veterans to teach them everything from how to cope with PTSD to job training as well as offering family support while their loved ones are away and when they return home. This organization offers a program for just about everything while reaching out to the community for support to help those who deserve it most. As of December 1st 2014 the WWP has helped 61,207 veterans and 8,779 family members.

Where What region do you want to focus on for your cause?

I would like to focus on the state of Washington with a primary focus on the Tri-City area, as that is where I live. I would like to see my community rally for our veterans all year long, rather than just on Veterans Day.

When Use compelling argument or statistic to help establish a sense of urgency

This cause is important for a plethora of reasons, but if we focus on the big picture, we have 22 veterans committing suicide each day and this should not be acceptable to anyone. When 6 out of 10 soldiers are coming home wounded our communities need to be better prepared to make their recovery a success and let them become part of the community again. We may not be able to stop the soldiers lost while away be its not acceptable to lose them after they have returned home.

Why Why is this cause important? Why should people care?

The statistics show just how poorly we are doing at helping to adjust our soldiers when home. To not care about those who gave everything to protect our nation is simple unacceptable and the least we can do is give back to them for their service, we should not be seeing our veterans homeless and jobless. If these veterans were your sons and daughters, your fathers and grandfathers, you would want to see them treated with the best care possible. We need to close the disconnect and bring the issues to everyone’s attention.


How How will [donations, engagement, volunteering] make a difference for this cause?

The best thing the public can do is simply get involved. Whether it’s a donation to fund programs or participating in an event. Simply shaking a veterans hand might spark something in them to remember them every day and support organizations.

Additional Info

More about the cause, its history, value, impact

There are times we the public take interest in our veterans such as Veteran days and 9/11, but a few days a year won’t fix the issues at hand. We need to remember every day, we need to have programs in place, programs like those offered by the Wounded Warrior Project and other foundations. We need more of these programs so we may server every veteran with any problem.

Closing Info

How people can learn more, help or get involved, attend, donate and engage? Promote link(s) to the organization or campaign.

To learn more about what you can do to help or get involved you can go to http://www.woundedwarriorproject.org/ or other veteran programs and see what’s happening nationally and in your community. If there are not specific event happening in your community you can still help. Think about starting a fund raiser, be the movement in your community and collect for a cause such as the WWP, get your local veterans involved.

PART 5: LANDING PAGE

Create a mock up of a single-layer “landing page” for your campaign.

Required Elements Other Notes

Title

Photo or related graphic

Overview copy

Related links

Call to action (learn more, donate, volunteer, join mailing list, etc.)

Maintain consistency in brand for logo, fonts and color scheme

Create your mock up in Wix or feel free to use Photoshop, InDesign or other program

Incorporate core messaging you established in earlier sections as part of your overall message



PART 6: SOCIAL MEDIA ENGAGEMENT

Facebook post 1

[35-50 words + photo]

Did you know that on average 49,933 veterans are homeless on any given night? Supporting programs to help veterans find jobs could help lower this number. Find out how you can help at www.woundedwarriorproject.org

Facebook Post 2

[35-50 words + photo]

Let’s Shake some hands! Helping a veteran can be done in many different ways, it doesn’t have to be a donation. Simply letting a veteran know you remember them can make a difference. Let’s try to thank a veteran today and let them know we care.

Twitter Post 1 140 characters Not sure where to start in making a difference? Check out www.woundedwarriorproject.org and see what you can do!




Twitter Post 2 140 characters Curious who we serve? Check out Jeffrey’s story. http://www.woundedwarriorproject.org/believe-in-heroes/warrior-stories/jeffrey-adams.aspx

PART 7: OPINION PIECE

I was raised with a fairly good understanding of the military, it seemed almost all the men in our family had served in some branch of the military. Then on my 16th birthday my big brother left to join the Marine Corp and I really began to pay attention and understand exactly what it means to serve our country. With my older brother now out of the service and my younger brother still serving the Marine Corp I find myself surrounded by military veterans constantly and I hear about what has happened to them, their families and how they are dealing with that. I can’t seem to help but think about how much we own them and how many of these men and woman are struggling. This is a subject that tends to be on the back burner, we think everything is fine once they return home, without realizing the damage they may have been cause because they are often too proud to complain. When my older brother returned home he spoke nothing about the places he had been, things he had seen, but that did not stop us from seeing how he’d been changed. He had an extremely hard time adjusting to a civilian life, with simple task such as cooking for himself to the extreme like sleeping a normal schedule and not carrying a gun. To this day I do not know how far this damage reaches and if it will ever change. He goes to the VA for his physical issues, but there is nothing there to help him adjust, to help him learn to grieve the loss of his brothers lost that I see on the bracelet he wears, and I so wish someone could reach him, help him. I have also seen first-hand the damage to families. My father’s brother, my uncle passed before I had the opportunity to meet him. He was killed while severing in the Army, on the day before his 21st birthday and was buried in the Golden Gate Memorial Cemetery on my father’s 18th birthday. My grandmother, like many had to bury her child and all these years later I can see the hurt in my father and grandmother. I ask myself why was there nothing done to help them, a program to help them grieve. My grandma and grandpa, a veteran of Vietnam himself, were informed of his death and that was all, no follow up no offer of help to handle the tragedy. My hope is all veterans and families will never be left to suffer in silence, no matter the issue there will be help for them. Sometimes we are unaware they are in need of help because they are so proud, for example I did not know until after my grandfather passed he carried his sons dog tag in his pocket, alongside his brother and fathers dog tags. I worry he suffered for all those years and we need to combat these issues, we owe them that. See that you can do to support our veterans at www.woundedwarriorproject.org

http://www.woundedwarriorproject.org/believe-in-heroes/warrior-stories/jeffrey-adams.aspx

http://www.woundedwarriorproject.org/believe-in-heroes/warrior-stories/jeffrey-adams.aspx



PART 8: ONLINE AD

Audience

Locations List of locations you would want the ad to appear on select audience profiles and searches

Tri-cities, WA Walla Walla, WA Seattle, WA Spokane, WA

Age [i.e. 18-21, 25-30, 35-40 or you can list multiple]

18- 118

Gender [i.e. male, female, all] All

Interests List 3 common hobbies or interests your audience would possess [i.e. 5k runs, philanthropy, volunteering, tri-athalons, fundraising, yoga, Zumba, working out]

Runners Volunteering Fundraising Military supporters

Marital Status [i.e. married, single, dating, engaged, in a relationship, divorced, etc.]

All

Job Status [student, employed full time, employed part time, volunteer, etc.]

All

Education Level

[high school, some college, college graduate, post-secondary, doctorate]

All

Facebook Ad

Do my donations make a difference?

Every donation helps us to sever more veterans and their families.

See how you’re making a difference. http://www.woundedwarriorproject.org/mission/who-we-serve.aspx

http://www.woundedwarriorproject.org/mission/who-we-serve.aspx


PART 9: HTML EMAIL

Create a mock up of an html for your campaign. Your email audience is friends, family and colleagues and the call to action should match up with your overall campaign goals (awareness, volunteers, attending event, etc.)

Required Elements Other Notes

Headline (subheadline is optional)

Body copy

Photo and/or logo

Contact information

Call to action

Maintain consistency in brand for logo, fonts and color scheme

Create your mock up using Photoshop, InDesign or other program

Incorporate core messaging you established in earlier sections as part of your overall message

PART 10: SUMMARY & CONCLUSIONS

The format for this section is your choice – bullets, dialogue, a table – whatever works best with how you want to organize your thoughts. Hey – have fun with it – put it in a Prezi! Whatever your choice – just be sure to cover the topics/questions below.


What I thought I knew In my opinion piece I wrote about my connection to the military, and why I care so much about our young men and woman returning home and our older veterans. I have done several art based projects about war and military and always find myself coming back to the topic. I worry we have far too many veterans that have not been helped when returning home and that we are finding ourselves in an epidemic of veterans who can’t recover from service. What I sought to find out I knew about some programs to help veterans such as The Wounded Warrior Project and the VA of course, but I did not know exactly how they were helping, what kind of services they offered and if they were actually doing any good. I wanted to know who exactly was using these resources and how many have been helped by the programs. I also wanted to discover how people could help besides making a donation of money. What I found out I discovered that there are dozens of programs to help veterans and their families with everything from job training, going back to school, PTSD and even helping veterans afford homes. I found grueling facts and statistics about out veterans that many me more eager to help spread awareness for programs like the WWP. What I learned that I didn’t know before Besides reading new statistics about veterans I found that the besides not having more programs available is the issue of not seeking out our veteran to join the programs but rather wait for them to ask for help, and many of these men and woman are simply not seeking the help they need. What I want to know more about knowing what I know now I want to know more about how exactly soldiers are handled upon discharge from the service. Are they simple sent home and given the location of the nearest VA hospital, or are they being evaluated about their mental state? Does the military offer other services or are they left to find help on their own?

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