Learning Objectives: Identify stages of a media campaign creation. List the variety of media that can be used to reach the elusive target audience of college women. Recognize how research was combined with creative strategy in the creation of comprehensive media campaign aimed at college women.
Abstract: Few of the media campaigns produced to date have targeted the unique needs of college students. Even fewer have aimed solely at college women. C.A.S.E. (Collegiate Anti-Smoking Effort) began a little over a year ago at Southern Illinois University at Carbondale with the goal of developing a comprehensive campaign that could effectively impact the college women target audience. To meet the media goals of the project, a team was assembled which combined award winning media and advertising faculty from SIUC with over twenty top students in Mass Communications and Media Arts.
This panel is a case study of SIUC’s media campaign efforts and is designed for others interested in reaching college women. In this session members from the C.A.S.E. Media Team will look at how the campaign was created. The panelists will discuss issues such as how the team functioned, creative media strategies, the role of research in campaign development, how health services were interface with media, and selling the campaign to state and national funding agencies. The resulting "Live Free" media campaign will be presented. Media elements will include TV and radio spots, movie theater trailers, print ads, web sites and a wide range of non-traditional media. An overall goal of the C.AS.E "Live Free" campaign is to be able to have a program that could be modified and implemented on any college campus in Illinois or the United States. A discussion will follow the presentation as too how other campuses might implement parts of the "Live Free" campaign.
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