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Planning Stage

*Formative Studies*

Campaign Idea: Increase participation in donating blood

Why do this campaign?: This campaign is important due to the low amount of participation in recent years at Lewis' blood drives. It is extremely important to donate blood and many are not taking advantage of this opportunity to help. Individual Need: Each person has to make individual decision to commit to donating blood and it makes them feel good about helping. Societal Need: Helps people that are in need of blood to stay healthy. What? (Objectives). This campaign is being implemented to accomplish the following: Conversion: We want to convert their attitude of fear, to the attitude that donating blood is extremely beneficial and can save lives. Reason: Because our message is designed to use emotional (pathos) and logical (logos) appeals to change the minds our target audience, this must be an effort of conversion. Increase participation in blood drives by lowering peoples fears.

Ways to measure success: Pre/Post survey resultsParticipation in planned blood driveAttendance at events Casual Hypothesis- Lewis University undergraduate students do not have a good participation rate in blood drives on campus because of the fear many have about the process.

When?: Our campaign will launch the day students return from break. The reason for this start is because our blood drive with the American Red Cross is scheduled for February 14th on Valentines Day and we do not want our modes in the implementation stage to lose audience appeal. Where?: Lewis University: This campaign will be designed to apply to Lewis University undergraduate students specifically.

Target Audience: Lewis University undergraduate students

-Audiences need? Our message will meet our audience at the safety need on Maslows hierarchy. Pre-survey results showed only 10% of 5800 students polled have ever donated blood. The surveys also showed that our target audience did not participate in donating blood because they were afraid of the pain associated with the prick of a needle. Demographics of Audience 18-22 year olds Psychographics of Audience

Integratedbecause it is formed around pleasing other and self; it has the power of outer and sensitivity of an inner directed campaign.

Values of Audience Family Friends Technology (Social Media) Generalizations of Audience Desire to make an impact in society. Perceived to be very lazy Stubborn in changing their attitudes upon given topics. Attitudes developed by target audience Cognitive- Giving blood is gross, someone else will do it so they dont have to. There are enough people that do participate that I don't need to contribute to make a difference. Affect- Emotions/feelings include: fear, anxiety, fulfillment, pride ConationActions Avoidance: people do not want to consider the blood drive. (main target) Acceptance: group that we want to reinforce Ignorance: the group we want to shape with our campaign. ***People know about the benefits of donating blood, but the fear many have is keeping many from participating***

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--What

Factors cause receivers to want information (motivation)?

*Involvement Issue- The issue of donating blood is extremely important and our audience understands thatso that is one of the biggest motivators to consider our message. Personal Relevance- Many of our target audience will be able to relate from family/friend or even personal experience on the topic of blood donation. *Personal Responsibility The message will make audience feel inclined to help society. It is a civil service that does not require much effort, only a small sacrifice.