Public Service Advertising Scheme (1)
Advertising theme: protecting the environment
Advertising purpose:
1, arousing social concern for environmental protection. The phenomena in advertisements are shocking and can arouse people's self-reflection.
2. Advertising is based on college students' experience and campus environment. College students are a high-quality group, and what they do is harmful to environmental protection and can attract people's attention. At the same time, it also reflects that the quality of college students needs to be improved and their awareness of environmental protection needs to be improved. In addition, it also reminds educators to pay more attention to the quality education of college students.
Advertising objectives:
1, the general public, especially individuals and enterprises with low environmental awareness and serious environmental damage.
2. Educators and government departments that have an impact on environmental improvement and protection.
Background: As a developing socialist country, China is facing a more severe population, resources and environment situation than other countries in the world in the process of modernization. The population burden is heavy and the per capita resources are insufficient. The deterioration of environmental conditions has seriously affected the macro-decision of the party and the government to develop the economy, and also affected the improvement of people's living standards, which has become the primary problem restricting China's socialist construction.
Advertising creativity: A boy sent a text message to his girlfriend saying that he missed you very much and came out to meet him. They made an appointment to meet. Boys are waiting for girls on the lawn. There are many snacks around boys, so they eat them when they wait for girls. After eating, garbage bags and the like are still around. The girl came over and was about to call the boy. Seeing a pile of rubbish around the boy, she turned and left, texting the boy while walking. The text message reads: Let's break up, I don't want to associate with garbage.
Public service advertising plan (2)
I. Executive summary
"Low-carbon environmental protection" has become a hot word in the world. College students are not only the main force of scientific and technological progress, but also the pioneers of leading fashion life. In order to arouse college students' attention to "low-carbon environmental protection", this plan book analyzes and summarizes the current situation of college students' "carbon footprint" and combines the concept of low-carbon environmental protection. If every college student starts from small things and starts from himself, I believe that low-carbon environmental protection will definitely become the campus fashion of universities.
Low-carbon environmental protection public service advertisements Only when people, especially college students who are cross-century builders, generally establish low-carbon environmental awareness can they form a social force to protect the living environment of human beings. A small step for everyone on the road to low-carbon environmental protection is a big step in the process of low-carbon environmental protection for the whole society.
This planning book includes situation analysis, advertising analysis, creative design, media strategy, advertising budget, advertising effect evaluation and monitoring, appendix and other components, covering the contents of this planning operation, and providing comprehensive guidance for the strategy and implementation method of this public service advertising activity.
Second, the situation analysis
Environmental analysis
1, environmental problems. In recent years, China has made remarkable achievements in economic and social development. At the same time, the contradiction between population, resources, environment and development is increasingly prominent: the aging population is accelerating, the floating population lacks effective management, natural resources are in short supply, environmental pollution is serious, urban traffic is congested, urban infrastructure is relatively backward, and resource utilization efficiency is low, and so on.
2. Corresponding policies. With the convening of the Copenhagen Climate Change Conference, a "low-carbon economy" economic model based on low energy consumption, low pollution and low emissions is presented to the world. At the * * two sessions, eco-environmental protection and sustainable development have become the themes of the two sessions, and the content of the CPPCC's "Proposal No.1" is to talk about low-carbon environmental protection. A series of new ideas and policies, such as carbon footprint, low-carbon economy, low-carbon development, low-carbon society and low-carbon city, have spread around the world.
General situation analysis of low-carbon environment
1, the meaning of "low carbon and environmental protection"
Low carbon and environmental protection, English is low-carbon life. This means lower greenhouse gas (mainly carbon dioxide) emissions. Low-carbon life is a low-energy, low-consumption, low-cost lifestyle, but also a life attitude worth promoting.
2. The carbon footprint of college students
(1) clothes. Many college students keep buying clothes in order to keep up with the trend. Especially female students love beauty and buy clothes. Before buying clothes, they don't ask themselves if they really need such clothes, but they don't wear them after buying them.
(2) eat. Many college students waste food seriously. Some steamed buns are eaten with a small bite, and some vegetables are poured out without eating at all. In addition, many college students eat with disposable lunch boxes and chopsticks. Moreover, many college students invite people to dinner on their birthdays and compare with each other.
(3) live.
① lighting. The lighting load of buildings generally accounts for about 30% of the electricity load of the whole building, and the teaching buildings and libraries in colleges and universities are big consumers of electricity. Classrooms and libraries will still turn on the lights when the natural light is good during the day. There is often a phenomenon in teaching buildings. There are only a few people in a large classroom, but the fans and lights are on, and the lights are still on when there is no one in the classroom. The phenomenon of occupying seats leads to the underutilization of classroom seats, and most of the seats are only books and no one is there.
② Use water. Many college students seriously waste water resources. In teaching buildings, canteens, public toilets and other places, you can often see "a long stream of water", which causes great waste. In the dormitory, some college students are used to taking a bath with the tap on. What's more, they don't tighten the tap after taking a shower or washing clothes.
③ surfing the Internet. Some college students hang on the Internet or mobile phones for a long time in order to get a higher "Little Sun" level for their QQ. In addition, some college students are addicted to playing games and watching movies online, which not only wastes time, but also causes serious energy waste.
4 ok. Many college students usually go out by bus or even by taxi. Besides, for convenience, many college students prefer to take the elevator instead of the stairs.
3. Benefits of low carbon and environmental protection.
1, take one less elevator, and reduce 0,218kg of carbon dioxide; Turn on the air conditioner for one hour less, and reduce 0,621kg of carbon dioxide.
2. Turn off the power supply of waste electrical appliances at will, which can reduce the production of about 972 kilograms of carbon dioxide every year.
3. When the computer is not in use, the screen protection is changed to standby, and each desktop computer can save 6 or 3 degrees of electricity every year, correspondingly reducing 6 kilograms of carbon dioxide; Each laptop can save 1 and 5 kwh of electricity every year, and correspondingly reduce carbon dioxide 1 and 4 kg.
4. Turn down the brightness of the computer screen. Each desktop computer can save about 30 degrees of electricity every year, and correspondingly reduce carbon dioxide emissions by 29 kilograms; Each laptop can save about 15 kwh of electricity every year, and correspondingly reduce carbon dioxide emissions 14 and 6 kg.
Third, advertising analysis.
(1) target market
In the choice of target market, we choose the target market from part to whole, and divide * * * into three target markets:
The first target market: universities in Guangzhou.
Secondary Target Market: Universities in Guangdong Province
The third target market: universities all over the country.
(B) advertising objectives
The advertising plan is promoted in major universities on the principle of "low-carbon environmental protection and green campus". Through this advertising plan, let college students pay more attention to the problem of low-carbon environmental protection, specifically, let college students form the awareness of low-carbon environmental protection and strive to put it into action.
(3) Positioning strategy
1, advertising positioning
Advertising appeal is mainly emotional appeal, which is promoted with the concept of "low carbon and environmental protection". Taking the disaster and pain caused by environmental degradation as the breakthrough point and channel, the public service advertisement can convey the idea to the target audience emotionally.
2, advertising target positioning
According to the positioning of low-carbon environmental protection public service advertisements, our advertising target is college students.
Reason:
(1) College students are not only the main force of scientific and technological progress, but also the pioneers leading the fashion life.
(2) With the expansion of colleges and universities, there are more and more college students. If every college student represents a family (), then the low-carbon life of every college student can drive every family to join the camp of low-carbon environmental public service advertisements.
3. Analysis of advertising objects
college student
Age 17-25
Social status intellectuals
Emotions are rich and colorful.
A modern and fashionable lifestyle.
Fourth, creative design.
(A) advertising language
1, campus life is varied, and everything starts with low carbon and environmental protection.
2, low carbon and environmental protection, I am the master of my own life.
3. In the micro-era, we are a micro-carbon family.
4. Reduce campus carbon footprint and increase campus oxygen content.
5, low-carbon environmental protection, school mobilization.
(B) TV advertising scripts
1, "Where is low-carbon environmental protection?"
Scene 1: At 9: 35 p.m., "Rinrin Bell …" rings, and the students pack up their books and walk out of the classroom. Finally, all the students left, and all the lights in the classroom were still on. Suddenly, a male classmate ran back and left his textbook in the classroom. When he left the classroom again, he checked his things and said to himself, "I brought my book, and I also brought my water cup." Nothing should be left behind. " Looking around, he left again. Only the electric light is still on.
Subtitle: The light will come on whether you go or not. Where is low-carbon environmental protection?
Scene 2: In the dining hall, a girl is cooking, "Auntie, I want fish, chicken and beef balls". She hit a plate full of dishes, and when she sat down to eat, it suddenly occurred to her: I want to lose weight recently. So she picked a few mouthfuls of rice and dumped most of the rest.
Subtitle: Eat, or don't eat, and the food will fall there. Where is low-carbon environmental protection?
Lens 3: In the dormitory, a girl with a big bag on her mobile phone just came back from shopping and bought clothes. She put down her things and immediately went to the suitcase to take out some old clothes and throw them away. She also said proudly, "If the old ones don't go, the new ones won't come."
Subtitle: Wear it or not, all the clothes are here. Where is low-carbon environmental protection?
2. Low-carbon life is a life attitude.
Figure 1: When a girl went to the dining hall to buy breakfast, her aunt gave her a steamed stuffed bun in a big plastic bag, but she handed her the lunch box and smiled slightly.
Figure 2: On his way to school, he received a leaflet. Instead of throwing it away, she collected it as draft paper and took it to the recycling bin after use.
Figure 3: She goes out to eat with friends and never wastes as much as eating. A paper towel is divided into four parts.
Subtitle: Low-carbon and environmental protection, just a little trick, so can you!
③ advertising copy
Copy 1:
Beautiful campus starts with low carbon and environmental protection. Saving one degree of electricity can reduce one kilogram of CO2 and drinking one bottle of beer can reduce 0 or 2 kilograms of CO2 emissions; Less use of 10 pairs of disposable chopsticks can reduce carbon dioxide emissions by 0 to 2 kilograms. Bit by bit, I care about your little efforts. When geese pluck their hair, people live without "carbon", and a low-carbon life should start from themselves.
Copy 2:
Did you steal food today?
Did you knit a scarf today?
Today, are you low-carbon and environmentally friendly?
Save every drop of water, save every kilowatt-hour, use less disposable products, use paper on both sides, recycle used batteries ... A low-carbon and environmentally-friendly lifestyle is not a complicated matter, but it can be realized by such a simple action or habit, and it is also a demonstration of "green fashion". Why not?
Low-carbon environmental protection, green campus, university is the real ivory tower.
Copy 3:
We can't forget the innocent eyes brought by enterprises' wanton discharge of waste water and waste gas to children with blood lead exceeding the standard; We can't forget the helpless expressions of people who are sick because of environmental pollution; We can't forget the desolation that global warming and rising sea level make the beautiful island begin to count down its life. ...
The alarm bell has sounded, and we should act immediately to eliminate and reduce these dangers as much as possible with sincerity and sincerity. Only by achieving low carbon and environmental protection can we have a solid present and a bright future.
Design of creative activities
1, activity design scheme 1
(1) Activity theme: "Erase your carbon footprint"
(2) Activity time: June 8, 20 1 1 9: 00 am-2:00 pm.
(3) Location: Shipai Campus of South China Normal University
(4) Activity content and itinerary:
9:00-9:30: The host announces the form and content of the activity.
9:30- 10:30 college students patrol the campus and pick up garbage such as plastic bags and plastic bottles on the ground.
10: 30-11:00 Relevant leaders summarized the activities and advocated college students to achieve low-carbon environmental protection anytime and anywhere.
2. Activity design scheme 1
(1) Activity theme: "Low-carbon environmental protection pioneer"
(2) Activity time: July 5, 20 1 1 9: 00 am-2:00 pm.
(3) Location: Guangzhou University Town
(4) Activity content and itinerary:
9:00-9:30: The host announces the form and content of the activity.
9:30- 10:30 to launch a low-carbon environmental knowledge contest.
10: 30-11:00 launch a low-carbon environmental protection opinion collection activity.
11:00-11:30 Relevant leaders presented awards to the winners of the low-carbon environmental knowledge contest and opinion collection activities.
(5) Award setting
Low-carbon environmental knowledge contest: 1 first prize (500 yuan Prize); Two second prizes (each 300 yuan); 3 third prizes (each 100 yuan); ***50 finalists (one exquisite gift each). 10 "Best Suggestions" Award for Soliciting Opinions on Low Carbon and Environmental Protection (200 yuan).
Verb (short for verb) media strategy:
(A) the target audience's media acceptance habits
In daily life, college students mainly come and go in dormitories, teaching buildings, sports fields and canteens. College students pay more attention to entertaining and fashionable media, such as Internet, magazines, TV and newspapers.
(B) advertising media selection strategy
1, TV media
From the dynamic picture, the role of TV as a mass media cannot be underestimated. Vivid and attractive can highlight the brand personality of the product, and can express the transmitted information very intuitively and easily.
2. Online media
The amount of information, rapid growth and wide spread of the network are incomparable to other media.
Teenagers, especially college students, as the main body of network users, are increasingly dependent on the use of the network, and its spread is also very wide, not limited by time and space. The cost is low, and the key is to choose the direct target audience with good effect.
3. Broadcast media
Broadcasting can spread information to all directions in an instant, with high speed and wide coverage. Broadcasting is a sound medium, and its host's tone, intonation, speech and broadcasting style often form its own unique style, which has a unique appeal to the audience and a sense of participation to a certain extent, so it is closer to face-to-face interpersonal communication and has strong affinity.
4. Newspaper media
Newspapers have the largest number of readers and can reach more people. But also has high reliability, simplicity and flexibility, detailed information, low cost and convenience for data storage.
5. Magazine media
Magazine media has clear goals, centralized recognition, long reading cycle and frequent contact. In addition, the magazine is beautifully printed and very attractive.
6. Outdoor media
Because outdoor media are generally large in area, vivid in image and mostly located in traffic arteries, it is easy to attract people's attention. Outdoor advertising often inadvertently gives the audience visual stimulation; Without coercion, information is easily recognized and accepted.
(C) advertising media publicity strategy
Media advertising media advertising content
CCTV 1 inserted a 15 second advertisement in the focus interview for two months: 20 1 1, 5-201and 7.
Guangzhou TV comprehensive channel 20 1 1, 8-2011,9 months in the Happy Family Theater 15 seconds of advertising.
After two months' news on the campus, the video of the university canteen is advertised for 30 seconds: 20 1 1, 9-201,1.
Online advertisements with 200*300 pixels on the homepage of online university websites are every other week.
After the news column, the radio stations of broadcasting colleges put in two-month 15 second advertisements: 20 1 1, 9-20 1 1.
Newspaper 1/8, color, specification: 12* 16 Page number: A2 Time: 20 1/June -20 1 1 year/kloc.
Magazine Youth Digest and monthly Youth Digest insert 186*260 for half a year, focusing on advertising in the target area.
The outdoor light box and car body are located in Guangzhou for six months, which are the stations and routes of the university town and the main roads of the city.
Advertising budget of intransitive verbs
The advertising budget is mainly divided into advertising media purchase fee, activity planning fee and other expenses, and the specific expenses are calculated as follows:
Advertising media purchase expense: CCTV1:30: 300,000 Guangzhou TV Station:1.9,000 college canteen video: 200,000 college radio station: 6.5438+0.000 college newspaper: 70,000 youth digest: 50,000 light boxes and body: 6.5438+0.5 million.
Activity planning fee Total activity fee: 1, 000 yuan.
Other10,000
A total of 6.5438+0.8 million
Seven, advertising effect evaluation and prediction
(A) advertising evaluation
Sampling surveys were conducted in different universities and grades. We can evaluate the effect of advertising through actual observation and questionnaire survey, and correct and improve the imperfect parts of advertising strategy in time according to information feedback, so as to achieve better advertising effect.
(B) advertising forecast
Judging from the social effect of advertising, it is a public service advertisement, and its target audience is college students, calling on college students to consciously realize low-carbon environmental protection and influencing more people to join the army of low-carbon environmental protection.
Starting from the psychological effect of advertising, through various forms of media propaganda, we can better interpret "green fashion", deepen college students' understanding of low-carbon environmental protection, make them realize that environmental protection is a life attitude, and truly love low-carbon environmental protection.
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