RESEARCH REPORT 2Simone Roth

What are the attributes of successful advocacy objects?

Research Question:

Estee Lauder Campaign

“…health brands succeeded by competing effectively with other brands in their market space, and that in order to raise awareness, you need to a build a brand…”

- Douglas Evans (2008)

Systematic review of public health branding. Journal of Health Communication, 13(8), 721-741.

doi:10.1080/10810730802487364

Taylor, K. A., & Knibb, J. N. (2013). Cry, laugh, or fight: The impact of the advertising image and disease target match on consumers’ evaluations of cancer advertising. Psychology &

Marketing, 30(4), 318-331. doi:10.1002/mar.20608

How would you rate the overall visual appeal of this object?

How visually pleasing do you find the: colormaterialshapesize

A rating scale was used because it is a more sensitive measure than ‘yes/no’.

How likely is it that you would you wear, use, or display this object?

Wearable Usable Displayable

How would you describe the associations you have to this object?

Does this object evoke any thoughts/feelings or images?

Results sample size: 56

Wearable

• 53% found the shape to be very pleasing

• 13% would not wear the object

• “It makes me ponder on the trials of womanhood and the struggles of sickness

• “October, a scam”

Usable

• 52% found the color to be very visually pleasing

• 60% would use this water bottle

• “Gratefulness to those who participate in the Run for the Cure”

• “Useful product for good deed”

Displayable

• 33% liked the shape

• 33% reported it would be very unlikely for them to purchase this ornament

• “As a person who has breast cancer it would hang on my tree as a symbol of hope at Christmas time.”

Ratings & Associations

Results sample size: 56

• “Feel this is totally overdone and almost offensive. Begins to lack credibility.”

• “I'll bake a million cupcakes with pink ribbons and sell them for the cause but I probably wouldn't ever buy merchandise unless it was very discrete with the logo.”

• “I always wonder how much of the proceeds are actually going towards the cause”

• “Funding off of someone's pain and suffering “

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