Lesson 7
In Lesson 7 we examine a range of local social awareness campaigns that were released through social media platforms like Facebook and Instagram.
You will be introduced to Call to Action techniques.
Success Criteria:
By the end of these lessons, you will have evaluated social awareness campaigns found on social media platforms.
Response documents and Photoshop files will be uploaded to OneDrive and a link shared with your teacher.
“The assumption that seeing is believing makes us susceptible to visual deception. What is known is not necessarily what is believed, what is shown is not necessarily what is seen, and what is said is not necessarily what is heard”.Kathleen Hall Jamieson
REMINDER
When you see this icon with the question mark a response from you is required. These responses need to be uploaded to OneDrive and shared with me.
Social Media and Social Awareness Campaigns
Social Media has become an extremely effective way to communicate messages to a target audience. From small businesses through to governments, it is acknowledged that the power of social platforms to quickly circulate content is peerless. Have a look at the animation below. Answer the questions and upload responses.
Question Time
1. What is the main theme of this animation?
2. which organisation has published this post?
3. What do you think was the creators motivation for making this?
4. Do you think that social media was an effective platform to bring this issue to public attention?
5. List 3 organisations that can provide help to students who are feeling emotionally overwhelmed.
The Queensland Police Service sometimes uses humor to engage with its audience. This is usually done around events like State of Origin, or when a big concert is on. Why do you think they do this?
The post above was viewed 37 000 times and received around 2500 likes in a 24 hour period. Go to their Facebook page and compare this to their usual post response rate. How do you explain these findings?
How many followers does the QPS have?
This Easter animation that the QPS published had 77k views. Why might the QPS target young Australians with content like this?
A ‘Call to Action’ is the part of an advertisment that asks the target audience to ‘act’ upon their suggestion eg. Buy the product; Sign a petition; Share a post etc.
Look at the animation below. Answer the questions beneath.
Who made this social awareness campaigne?
What is the campaigne asking you to do?
What claims does this campaigne make?
What persuasive language techniques are they using?
What does ‘saving lives for the first time’ imply?
What is the ‘Call to Action’ that they use?
Add Call to Action to your vocabulary list.
CALL TO ACTION (CTA)
A Call to Action (or CTA) is an important part of advertising as it directs people to take action. To make this happen, advertisers offer incentives such as savings, or free trials, or discounted upgrades etc etc. The formula works best when the timeframe for responding is limited, otherwise people adopt an ‘I will do it later’ attitude and never do. Look at these examples.
Comparing the two adverts, which one has a more clearly defined Call to Action? Give reasons for your response.
Looking at the Netflix example. How could you use a timeframe to make this CTA more urgent?
Write the CTA with the timeframe.
