Advocacy Campaign

10
Journalism (English)
Quarter 2 – Module 1:
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CREATING ADVERTORIAL
AND ADVOCACY CAMPAIGNS
1
Grade 10-Journalism (English)
Competency: Create Advertorial and Advocacy Campaigns (SPJ10SEG-lla-15)
Development Team of English Learning Kit
Writers: Richel B. Cabrobias

Illustrators: Armand Glenn S. Lapor, Mark T. Dasa
Layout Artists: Lilibeth E. Larupay, Armand Glenn S. Lapor, Jun Victor Bactan,
Ricky T. Salabe
Division Quality Assurance Team:
Lilibeth E. Larupay, Dr. Ruby Therese P. Almencion
Armand Glenn S. Lapor, Darwin A. Haro,
G.L. John C. Haro
Management Team: Ma. Gemma M. Ledesma Dr. Josilyn S. Solana,
Dr. Elena P. Gonzaga Donald T. Genine,
Dr. Paul Nestor M. Pingil Dr. Roel F. Bermejo
Dr. Nordy D. Siason, Jr. Dr. Lilibeth T. Estoque
Dr. Azucena T. Falales Ruben S. Libutaque
Lilibeth E. Larupay Dr. Ruby Therese P. Almencion
Creating Advertorial and Advocacy Campaigns
2
TARGETS
At the end of this lesson, you should be able to:
1. differentiate advertorial from advocacy campaigns;
2. explain the rules in writing advertorial and advocacy campaigns;
and
3. create advertorial and advocacy campaigns.
EXPLORE
Persuading is one of the skills a journalist

must possess to influence or convince an
audience about a certain topic. Writing for TV
also requires the ability to persuade the audience
to buy a certain product or service in the form of
advertorial or support a group’s view or cause
through an advocacy campaign.
Advertorial is a combination of an
advertisement and editorial. It is also known as
infomercial. Advocacy campaign is a set of
actions to ask support for a certain idea or cause.
Let us explore more the content and
format of advertorial and advocacy campaigns as
persuasive journalistic styles. Answer in your
English notebook.
1. What are the similarities and differences of advertorial and advocacy campaigns?
_______________________________________________________________
_______________________________________________________________
2. How can you distinguish an advertorial from advocacy campaign?

_______________________________________________________________
_______________________________________________________________
KEEP THIS IN MIND

3
Good job! You were able to answer the
questions about advertorial and advocacy campaigns
in the previous activity. This time, we are going to
learn the rules in writing advertorial and advocacy
campaigns.
ADVERTORIALS
Advertorials are a form of advertising that looks like editorial content. On radio
and TV, advertorials are known as infomercials. A perfect infomercial should balance
the problem of your customer and how your product can solve it. It encourages your
viewer to buy the product, and at the same time get entertained.
Script is an important requirement in making an infomercial because it serves

as your guide in everything that you will do in the video. Building a great script
means having a thorough understanding of the product, target market, features,
benefits, price points, profit margins and more.
Infomercials commonly have three parts, because according to research,

viewers spend a minimum of seven (7) minutes paying attention to a show. 1 Each of
the “parts” should have the essential benefits of the product and end with a call-to-
action (CTA).2 Make an outline for each part and make sure to include the good
effects and their motives to order.3
Tips to Consider if You are About to Begin Script Writing 4
1. Use testimonials – Show-case studies of the product in use. Let your

customer imagine the effect of the product when he/she uses it.
2. Keep the story line simple – It should be easy to understand.
3. Stay realistic – You should include examples not only of a customer with
above average results but also those with average results. It is more
believable and more ethical as well.
1
Kittel, Bill,”The Critical Steps to Infomercial Script Writing”,InfomercialScript.com,April 29,2016,
http://infomercialconsulting.com/5-steps-infomercial-script-writing/.
2
Kittel, Bill,”The Critical Steps to Infomercial Script Writing”,Informercial.com.
3
Kittel, Bill,”The Critical Steps to Infomercial Script Writing”.
4
Harrington, “Kevin,How to Write a Killer Infomercial”,October 6,2020, https://asseenontv.pro/how-to-
write-a-killer-infomercial-script/.
4
4. Be repetitive – It is okay to repeat your important messages because not
everyone can focus on the screen for a long time.
5. Read your script – Once you are almost done, read your script aloud. Record
the reading and listen to it later. Listen to your recorded voice and make some
changes if necessary.
6. Keep your host’s personality in mind – Always consider the kind of target
customers you will have. This will help you with the tone of your voice and
direction of your script.
7. Call to action – Don’t forget to include a clear call to action. You should also
add urgency, if possible, for example “Only 20 units left” or “Limited time
offer.”
Elements of an Infomercial5
IDENTIFY THE PROBLEM
Infomercial usually starts with identifying the problem. The bad effects of the
problem are also mentioned. The moment the problem is identified, the product is
presented with the emphasis that it will solve the problem.
MAKE A PROMISE
Generally, infomercials make a promise on the best effect of the product. It is

repeated in the infomercial to reinforce the message and to excite the viewers about
the product.
BEFORE AND AFTER PICTURE
Infomercials make use of the visuals to show the effectiveness of the product.
For example a slimming coffee, one picture shows how an overweight person looks
like before drinking the slimming coffee and the other picture shows the same person
flaunting its slim body after drinking the coffee for a certain period of time.
LIMITED TIME FRAME
Infomercials tend to entice the viewer to grab the product immediately by

stating that it is available for a limited period of time.
SWEETENING THE POT
Infomercials emphasize the value by giving extra offers like some discounts or
freebies.
ADVOCACY CAMPAIGNS6
5
Joseph, Chris,”Elements of an Infomercial”, bizfluent.com,Updated September 26, 2017,
https://bizfluent.com/list-6002940-elements-infomercial.html .
6
The Ultimate Advocacy Guide, October 6, 2020, https://doublethedonation.com/tips/advocacy/
5
Advocacy is the public support of a particular cause, policy, or position.
Advocacy can take any number of forms, from raising awareness online to lobbying
directly for change within government or other institutions.
General Structure of an Advocacy Plan7
1. Problem
In this part, you have to present the problem that needs to be solved.
Give a brief description of the problem to be solved like the people who are
affected, the causes of the problem, the impact of the problem and future
consequences and ways to solve the problem
2. Goals or objectives
State the overall goal that you want to achieve at the end of the
advocacy. You can have your vision of change here. You may include your
long-term goals, intermediate goals and short-term goals. Make sure that your
goals/objectives are SMART: specific, measurable, attainable, relevant , and
time-bound.
3. Target audiences
You need to be very clear and specific in identifying the decision-makers
who can help solve the problem.
4. Messages and messengers

Prepare a message for each audience. Advocacy messages must include
two components – “an appeal to what is right, and an appeal to the audiences’
interest”.
5. Resources and assets

At this point, you need to make an inventory of all available and needed
resources. Consider to include resources that are available to be built and
those that are not there yet.
6. Strategy and tactics

In this part, you present the ways on how you are going to achieve your
goals.
7. Evaluation
This part explains the progress of your work.
APPLY WHAT YOU HAVE LEARNED
7
Advocacy Plan Template, October 6, 2020, repopa.eu/sites/default/files/latest..
6
Activity 1: COMPARE & CONTRAST
Directions: Using the Venn Diagram, compare and contrast advertorial campaign to
advocacy campaign.
Advertorial Advocacy Campaign
Activity 2: WRITE YOUR OWN CAMPAIGN

Directions: Write an infomercial or advocacy campaign of any topic of your interest.
Apply the tips and guidelines in writing the above-mentioned campaigns. Follow the
criteria given below:
CRITERIA
Content – 30%
Unity and coherence - 20%
Grammar and usage – 30%
Mechanics - 20%
TOTAL 100%
REFLECT
7
WellREFLECT
done! You have shown great
improvement after accomplishing all the tasks in this
lesson. This time you will reflect on your work and
show how much you understood of our lesson.
Activity 3: WHAT’S ON YOUR MIND?

Directions: The image below represents yourself. Fill your mind with things you
have learned in the lesson. Use your Journalism (English) 10 notebook
in completing the activity.
ANSWER KEY
8
Activity 1
Advertorial Advocacy Campaign
To ask for
To entertain support
To persuade To To persuade
the viewer to inform the viewer to
buy a product give any form
or service of support like
Financial etc.
Activity 2
Answers may vary
Activity 3
Answers may vary
9

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10

Writers: Richel B. Cabrobias

Creating Advertorial and Advocacy Campaigns

Persuading is one of the skills a journalist

2. How can you distinguish an advertorial from advocacy campaign?

KEEP THIS IN MIND

Script is an important requirement in making an infomercial because it serves

Infomercials commonly have three parts, because according to research,

Tips to Consider if You are About to Begin Script Writing 4

1. Use testimonials – Show-case studies of the product in use. Let your

IDENTIFY THE PROBLEM

Generally, infomercials make a promise on the best effect of the product. It is

BEFORE AND AFTER PICTURE

LIMITED TIME FRAME

Infomercials tend to entice the viewer to grab the product immediately by

SWEETENING THE POT

General Structure of an Advocacy Plan7

4. Messages and messengers

5. Resources and assets

6. Strategy and tactics

APPLY WHAT YOU HAVE LEARNED

Activity 2: WRITE YOUR OWN CAMPAIGN

improvement after accomplishing all the tasks in this

lesson. This time you will reflect on your work and

show how much you understood of our lesson.

Activity 3: WHAT’S ON YOUR MIND?

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