Campaign Proposal

Product

The charity I am using for my campaign is called British Red Cross.

Target Audience

My target audience is for students aged 16-18. This is my target audience because the type of fashion I will be using in my campaign will be affordable for students and more of a suitable style for them also.

Campaign message

My campaign message will be that students all around the world may not be able to afford high street prices, but when shopping at British Red Cross you could buy a whole outfit for the same price as one item from a high street shop.

Launch Date

My Launch date is 16th February, I have chosen this date because it is during in London fashion week. I think that if I make the launch date for my campaign during the biggest fashion week in the world I think it would make my campaign stronger.

Schedule of Advertisements

My First advertisement will appear on the 26th of January and will be shown in the public eye for 1 week. The second advertisement will be shown on the 2nd of February and will also be shown for 1 week, and finally the third advertisement will be shown on the 9th of February and will finally be shown for a week.

Location of advertisements

The location of my advertisements will appear around Priestley College because students around my target audience will be able to see them; also it will be appearing near bus stops around the location of Priestley College. It will also be on the side of buildings and in shop windows to push students around the area to start shopping in British Red Cross

Legal and ethical Issues

My legal and ethical issues would include the following:

Copy right – I would need to be aware of the Copyright Law when advertising my campaign, this is because I wouldn’t be able to take or steal anything from another campaign advertisement

Obscenity Law – I would have to include the obscenity law, this is because when adverting for a reputable charity would be morally wrong.

Trademarks – I would need to be aware that no trademarks from other companies are not included on my advertisement.

Offensive Material – Using Offensive material would be a legal issue I would be able to be biased to anyone to do with Age, Gender, and Race.

Discrimination – I would also not be able to discriminate towards anyone in my campaign this could also be for age or gender.

Libel – The Libel law would be included because I would be able to write anything untrue about the charity in my advertisement.

Code of Practise

The code of practice applies to posters and because I would be advertising my campaign in the form of posters the code does apply to my campaign, The rules for my advertisement campaign must be responsible, must not mislead, or offend and there are specific rules that cover advertising to children and ads for specific sectors like alcohol, gambling, motoring, health and financial products and charity work. The central principle for all marketing communications is that they should be legal, decent, Honest and truthful. All marketing communications should be prepared with a sense of Responsibility to consumers and society and should reflect the spirit, not merely the letter, of the Code.