2 Sided message Central Route Processing

Working On Stopping World Hunger

- “Nearly 1,000,000 employees, franchisees and their families from Yum!, KFC, Pizza Hut, Taco Bell, Long John Silver’s and A&W All-American Food volunteered millions of hours to aid hunger relief efforts in communities worldwide. Our global fundraising during World Hunger Relief Week also raised US$16,000,000 for the World Food Programme and other hunger relief organizations. (1)” If many more people and companies chipped in to help the fight against world hunger, the money raised would increase exponentially.
- Because of one company’s efforts during World Hunger Relief Week 2007, many people were saved. “By leveraging the company’s global scale, 1.6 million people were saved from starvation.” (1)
- Giving to charities seems hopeless since it doesn’t seem like that much money, but every little bit adds up and becomes a big amount. “Total giving to charitable organizations increased to $306 Billion dollars in 2007.” (2)


Letting World Hunger Continue

- World Hunger Relief Week addresses the harsh reality that there are 850 million people suffering from hunger every day. More people die from hunger each year than from war, tuberculosis and AIDS combined. In fact, every five seconds, a child somewhere dies from hunger. (1)
- 9 million deaths per year, of whom 6 million are children under the age of five who die prematurely, as a direct or indirect result of hunger. (3)

1. http://www.yum.com/responsibility/hungerrelief.asp
2. http://www.charitynavigator.org/index.cfm?bay=content.view&cpid=42
3. http://www.fao.org/english/newsroom/news/2002/9703-en.html

Save The Children Animated Awareness Advertisement

A few years ago, Save the Children started a great ad campaign featuring an animated commercial which urged people to take action throughout the world to defeat child poverty. The ad was featured both on TV and in the movies, and it took almost four months to make and had ten animators working on it, which produced over 1,000 separate frames. The main character is an evil personification of poverty, and it features a chilling voice-over.

Marc Middleton Heath, campaign director for Catalyst, the advertising agency that made the commercial, says: "We wanted to create an advert for Save the Children that broke the traditional charity mold and used animation to tackle a serious issue."

Even though poverty is portrayed as being very dark, the goal was to draw in viewers to induce peripheral route processing, rather than scaring them away.

You can read more about this campaign here and view the ad: http://www.guardian.co.uk/society/2002/may/01/guardiansocietysupplement8


Posted by: Eric Sternberg

Teaming Up Against Poverty

As you can see in the picture at the top of the page, two of the most popular athletes in their sports have stepped up to beat the fight against poverty. Maria Sharapova, who is one of the U.N.'s Goodwill Ambassadors, invited LeBron James to "Team Up Against Poverty," by doing a new advertisement to support fighting poverty.

The whole ad campaign features celebrities from professional sports, arts, and fashion to help spread their message. They are great credible communicators due to their popularity in their sports and the fact that they are well liked by their peers as well as their fans. For example, LeBron can reach the young inner city kid as well as anyone else. When a person sees someone they look up to fighting for a specific cause, they are more likely to step up and support the same things.

Read more about this ad campaign here: http://content.undp.org/go/newsroom/2007/september/sharapova-lebron-20070926.en

Posted by: Eric Sternberg

Repetition

Repetition, repetition, repetition. Back in high school, my marketing teacher kept saying that over and over again, and it always stuck in everyone's head. Repetition, repetition, repetition. Repeating a message is a great way to get a message across to the people that you are trying to reach, regardless of what the message is. Repetition, repetition, repetition. What better way to get people to realize how much of a problem poverty is in this country (and throughout the world) than by repeating the message to them?

Poverty is a much bigger issue in this country than people realize. Whether it's continually showing pictures of towns or cities filled with poverty, or showing statistics over and over again, repeating the message might be the best way to get more people to get involved with fighting poverty. By repeating the message, it might hit them that there are so many people out there that need are help, and maybe it'll get them to take some action rather than not realizing the magnitude of this problem and just ignoring the message.

Posted by: Eric Sternberg

Brad Pitt & Bono Unite Against Poverty

Back in 2005 a group of celebrities, most notably Brad Pitt and U2's Bono, launched an advertising campaign to combat poverty throughout the world. Speaking about a trip to South Africa, Pitt was quoted as saying, "I have been there and to walk away from it, turn my back, makes me culpable and I cannot do that." Ever since than, Pitt has been very active in trying to get people to become more aware about poverty, by using his celebrity status to get the message across.

One method of persuasion that is being used by Pitt is attractiveness. Typically, attractive communicators are more persuasive, and one of the main reasons why Pitt is such a big star is because he's a great looking guy, and woman love him. When people see Brad Pitt, they are drawn to him instantly and this makes them likely to listen to him in many instances.

You can read more about this fight against poverty here: http://www.voanews.com/english/archive/2005-04/2005-04-15-voa69.cfm?CFID=19978856&CFTOKEN=23732113

Posted by: Eric Sternberg

Tricky but it might just WORK

Creating a subliminal message that would be catchy and effective for the social issue on poverty would be a tricky task that many individuals might pass on the opportunity to try and create it. We feel that the message would be intend for my mess the message if it is something that is broadcast on television, so the only way to mass produce it for the audience of poverty stricken individuals is to post it on billboards and paper flyers. The message would be as follows.

Two individuals are lying outside in the grass looking up into the night sky. As they are looking out you will be able to identify and understand the words work, written out by the outlining of the stars that are above them.

Even though this is something that many individuals may not catch on it, especially the target population that it is meant to influence, we feel that it is a way to motivate individuals to hopefully help them to get out of the situation that they are in.

Posted by Tristan

Poverty

In 2006 the poverty rate for minors in the United States wasthe highest in the industrialized world, with 21.9% of allminors and 30% of African American minors living below thepoverty threshold.