This series of projects required choosing an existing non-profit organization to work with, determining appropriate target audience and writing applicable profiles; developing and workshopping new taglines for the organization; writing and drafting six testimonial ad concepts; and lastly; refining, revising, and finalizing three of the strongest concepts ads. Primarily, the purpose of this campaign is to raise general awareness about the overall subject of human rights, but to also educate target audiences on what it is that Human Rights Watch actually does and how to find out more information (and hopefully donate!).
Two fictional (but very typical) target audience members for this particular Human Rights Watch ad campaign were profiled and documented. These two individuals were given specific personalities and a detailed back story in order to fully understand and hone in on the messaging that needed to be created to appeal to this small cross section of audiences.
Human Rights Watch currently does not use a singular, consistent tagline for the organization. Some of their recent calls to action and headlines might work as taglines – "Protecting Rights, Saving Lives" for example (Human Rights Watch, hrw.org, n.d.) – but again, there are not any obvious taglines used in advertisements.
After determining/profiling target audience members, six testimonial ad concepts were generated. Three of the original six concepts – utilizing testimonies from a historical figure (Lincoln), something associated with a person (social media), and an expert/employee (Deputy Director of Human Rights Watch) – were then further refined and revised into comprehensive layouts.
De Leon, F. (November 25, 2012). Imagine1Day [Online image]. Retrieved July 12, 2016 from https://vimeo.com/54216947
DontDisturb – The Davis Firm, PLLC. (April 6, 2013). Headshot of Doug Davis [Online image]. Retrieved July 12, 2016 from https://en.wikipedia.org/wiki/Doug_Davis_(businessman)#/media/File:Headshot_of_Doug_Davis.jpg
Gardener, A. (November 8, 1863). Abraham Lincoln November 1863 [Online image]. Retrieved July 20, 2016 from https://upload.wikimedia.org/wikipedia/commons/1/1b/Abraham_Lincoln_November_1863.jpg
Niehaus, B. (August 6, 2014). Destroyed ambulance in the City of Shijaiyah in the Gaza Strip [Online image]. Retrieved July 20, 2016 from https://upload.wikimedia.org/wikipedia/commons/thumb/c/c1/Destroyed_ambulance_in_the_CIty_of_Shijaiyah_in_the_Gaza_Strip.jpg/1920px-Destroyed_ambulance_in_the_CIty_of_Shijaiyah_in_the_Gaza_Strip.jpg
Human Rights Watch. (n.d.). Retrieved July 2, 2016, from https://www.hrw.org/
4.2.1 Mastery Learning Project: Write and Design a Testimonial Ad
4.2.2 Project: Creating Target Audience Profiles
4.3.1 Mastery Learning Project: Testimonial Ad Revisions
4.3.3 Discussion: Tagline Writing Workshop
Full Sail University MFA, Media Design Coursework