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Human Rights Watch Ad Campaign
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.
Target Audience Profile sheets
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,, n.d.) – but again, there are not any obvious taglines used in advertisements.

A few tagline options for the organization
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.
Original concept sketches for the three strongest testimonial ads
Lincoln testimonial ad concept that utilizes a somewhat shocking fact (to most people) to drive home that there is a serious problem that many Americans may not be aware of and how whoever might be viewing the ad can learn more. As far as the actually testimony, Lincoln does not need to say a thing – his look says it all (and could be considered as serving as a primary "headline").
Social media testimonial ad concept. This ad tells a very short story and the implications are evident. There have been more than several cases in the world in which a person voices their political or social opinion on social media and later is found murdered or in prison. The social media text portion of the ad – primarily "Permanently Delete Account" can be said to serve as the first headline.
Expert/Employee testimonial ad concept. This ad attempts to succinctly summarize the overall, basic mission of Human Rights Watch as told to the viewer by the Deputy Program Director. The body copy serves to directly ask the viewer for financial support in order to keep the mission ongoing.

De Leon, F. (November 25, 2012). Imagine1Day [Online image]. Retrieved July 12, 2016 from

DontDisturb – The Davis Firm, PLLC. (April 6, 2013). Headshot of Doug Davis [Online image]. Retrieved July 12, 2016 from

Gardener, A. (November 8, 1863). Abraham Lincoln November 1863 [Online image]. Retrieved July 20, 2016 from

Niehaus, B. (August 6, 2014). Destroyed ambulance in the City of Shijaiyah in the Gaza Strip [Online image]. Retrieved July 20, 2016 from

Human Rights Watch. (n.d.). Retrieved July 2, 2016, from 
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
Human Rights Watch Ad Campaign

Human Rights Watch Ad Campaign

A short conceptual testimonial ad campaign for the Human Rights Watch Organization. It consists of target audience determination, tagline generat Read More