Creating a Campaign Against Sexually Transmitted Infections

Introduction

I will be creating an advertising campaign about sexually transmitted diseases (STIs) and the importance of condom use. The campaign will feature an image of a very beautiful young woman, aged 18 and above, looking seductively while holding a very expensive handbag that reads “STI’s.” Alongside, there will be an image of a doctor with one finger up in disapproval. The image will carry the message: “She looks clean, but she may be a bag of trouble. Get Tested and Wrap it Up!” Additionally, the campaign will present a statistic indicating that 20.1 million men and women aged 15-24 contract an STI annually (Centers for Disease Control and Prevention, 2021). The campaign aims to convey that appearances can be deceiving; looking clean and beautiful on the outside does not mean someone is not carrying a plethora of diseases. The campaign will be displayed on billboards, bus stop benches, and internet banners, targeting areas frequented by the age group of 15-25.

Target Audience and Strategy

Who is the target for this advertising campaign? What strategies did I employ to specifically target the audience? The campaign is designed for both men and women of all races, aged 15-25. One strategic element of the advertisement is featuring a beautiful young woman, which is likely to attract the attention of most individuals within this age range. Additionally, the use of a specific statistic for ages 15-24 serves to inform them that STIs can affect people as young as they are. By including a credible source, such as a doctor in the image and statistical facts, the advertisement gains credibility. The young woman's image is intended to be persuasive due to the physical attractiveness component, which is particularly effective for the targeted age range. Both men’s and women’s attention is likely to be drawn to a beautiful woman, whereas a buff man might only capture the attention of women.

Message and Approach

The type of message used is fear-based. This approach is deemed most effective for conveying the message to young adults (aged 15-25). When fear is induced, people tend to change quickly to avoid experiencing negative consequences. I used fear in my campaign because facts alone often do not capture the attention of this age group. The fear element encourages the audience to get tested and practice safe sex. Despite the woman's beauty, the accompanying quote can instill fear, as individuals in this age group often pursue attractive partners without considering the potential risk of contracting an STI.

Advertising Method

I employed a one-sided approach in my campaign. Most individuals have limited knowledge about STIs, making them more susceptible to persuasion when presented with factual information. Moreover, almost everyone in today’s society agrees that protected sex is the safest and best way to avoid unwanted and sometimes untreatable diseases. The one-sided method is effective when dealing with audiences who are ignorant of the facts and can be easily persuaded when those facts are presented.

Media Channels

The media channels used for this campaign include billboards, internet banners, and bus-stop benches. I believe these locations are ideal for reaching the target age range. At ages 15-25, individuals are more likely to use public transportation and, if they own a car, they encounter several billboards during their commute. Internet banners are particularly effective because technology is a primary source of information for this age group, ensuring they will not miss the advertisement when it appears on their favorite social media sites.

Conclusion

I aimed for my audience to take the peripheral route. Simply providing facts to individuals in this age range might only bore them. By incorporating elements such as credibility, physical attractiveness, and statistics relevant to their age group, the peripheral route is the most effective strategy. While facts may alert older, more informed individuals, young adults prioritize enjoyment, and reading facts is not their main concern. In contrast, an eye-catching image of a beautiful young woman will capture their attention, drawing them into the topic of STI prevention and safe sex.

This campaign will be highly effective. Research has shown that fear tactics in persuasion are successful when a way to alleviate the fear is provided (Petty & Cacioppo, 1986). One potential challenge in persuading the target audience is the presentation of opposing facts and statistics that suggest STI transmission is not as common as portrayed.

References:

• Centers for Disease Control and Prevention. (2021). Sexually transmitted disease surveillance 2020. Centers for Disease Control and Prevention. https://www.cdc.gov/std/statistics/2020/default.htm
• Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123-205.