Integrated Media Campaign PCP

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Project Brief

An integrated media campaign with both print and multimedia collateral had to be to created for the client Potch Campus Pride. This project is known as an integrated media campaign. It was required to launch a campaign for Potch Campus Pride to make students more aware of this movement.

Concept

Students were uncomfortable and afraid of misunderstandings about gender equality, gender identity, cultural identity and racial equality. Thus, the students avoids the unknown. The project was time-oriented. The concept throughout this campaign was to get to know each other in the right way. The common thread that was continuously taken through the project consisted of the method, colours as well as the ‘tone’ of voice. Each character depicted a section of the Potch Campus Pride movement, namely gender equality, gender identity, cultural identity and racial equality. Characters and their characteristics was added to the campaign weekly for a month.

At the end of the week period, a final unexpected feature of one character was placed which meant to shock the target market. It is thus the unexpected reality that becomes uncovered. It is also known as the big ‘bomb’ that is being dropped at the end of

the week.

Execution

The strategy for this campaign was to make students more comfortable regarding Potch Campus Pride. Systematic and repetitive exposure were used to make students more comfortable with idea of thinking differently about their fellow student friends. A variety of shades of the following colours were used: blue, purple, pink, yellow and green. Each colour was linked to characteristic and each characteristic to a character.

The tone of voice that were used is humorous. This campaign is bilingual which made it more universal, there were also personally communicated directly to the target market in a dialogue style. Potch terms or words that are unique to Potch was used to make the campaign more personal and to give the target audience the opportunity to “relate” with themselves.