LO1 Advertising Campaign 2

#LastSelfie

The last selfie campaign seems to be a last ditch attempt to get the attention of millennials, the main focus of the advert was to highlight just how fast these animals are dying out/becoming extinct through the medium social media. WWF included the fastest growing social media contender Snapchat to appeal to those under the age of 16 due to them being associated with this way of communicating- this was highlighted in the video ad when the picture of the chimp begins to count down and then disappears never to be seen again just like sending a snapchat.

As touched on previously, this campaign's target audience are those part of the younger generation as it is seen in the media as these are the most impressionable people and those that naturally have the ability to sculpt the future as they desire as after all - we are the future. Although seeming relatively stereotypical i believe the gender that this particular campaign is aimed at females due to the caring nature that most have and again the emotional techniques used will appeal more to females than males. The up close shots of the animals faces connotes intimacy which is other wise lacking in normal day to day life hence why these animals aren't getting the attention they deserve and in turn they're becoming endangered- this engages the audience in many different ways for example it gives them a sense that there is something that they can do regarding the extinction of these animals by using personal pronouns such as 'we' which gives the impression that as a collective 'we' can bring change.

 Again, although stereotypical and mentioned previously the target audience being young people enforces the campaign message as if younger people are taking interest in current affairs, it will pave the way for adults to join in too which will start a whole new band of people supporting the WWF. In addition to the 'last selfie' campaign, WWF also had a feature on their twitter page entitled 'Endangered emoji' which again is appealing to millennials as they are more likely to be associated with the different emojis- one of the web advertising posters shows all the different emojis with their associated endangered animal. This allows young people to make the link between the characters they use on texts every day and the animals that require help to survive. Constantly using the theme of social media to enforce the campaign makes it more relatable for today's generation and helps create a mindful link for the audience.

Both the website for WWF and the Facebook page associated with #Lastselfie and #EndangeredEmoji show little if any resemblance to the interface that the supporters with the campaigns are used to - this could cause confusion when trying to access content that has engaged an audience interested in the endangered emoji and last selfie. The web interface is in the house colours of the organisation however this is the only way which could make the connection between these successful campaigns and the plain information on the website which isn't as engaging for the millennials targeted initially.

Displaying the same message on various different platforms including print, web and Tv, the producers and marketing managers of this campaign are tying to access a broad target audience. Covering these three platforms makes the content more accessible to the younger people which the campaign was made for primarily - after seeing this interface on multiple different pages and websites the message begins to hammer home that this is a real issue that needs addressing - a call to action.

Because of the target audience to this campaign being younger people, when making this advertising campaign the producers had to ensure that the content being shown was not going to cause any distress - Wild animals especially to children are often highly regarded therefore the video footage/ images need to be suitable and not likely to cause distress or offence to more impressionable members of society in order to avoid being immoral. In addition to this when trying to get people to back a charitable campaign it is vital that everything being said statistically is correct as it could lead to people parting with money under false pretences - both Libel and Slander law would be important to take into consideration as the main goal is to receive donation for the soon to be extinct species'.