The media is not all bad ... We have some great examples of the media having a positive influence on society. You will need to pick one of the case studies below and explain why this positive influence has according according to BAPRU.
SUNSMART 'TATTOO' CAMPAIGN |
The SunSmart campaign Tattoo (2003-04) focused on tanning behaviour of 17-24 year old. This campaign focused on TV, Radio and Print advertisements. The campaign was very successful and the following statistics can be read on the SunSmart website link below:
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AMY ROBACH - LIVE MAMMOGRAM
TV reporter, Amy Robach, who had a mammogram live on air was shocked to find out it had saved her life after she was diagnosed with breast cancer. Robach has now had a double mastectomy after taking a test as part of breast cancer awareness month in America. Speaking today on Good Morning America, the 40-year-old described the news as “the diagnosis that’s still hard for me to say out loud.”
A 2012 New England Journal of Medicine study looked into whether screening mammograms has had an impact on breast cancer mortality. After culling through 30 years of statistics, the conclusion: screening mammograms increase the cases of early-stage breast cancers that are detected, but that detection of advanced breast cancers has not changed. On Australia's sister program Today, which airs on Channel Nine, Lisa Wilkinson announced this story in November 2013, and made a promise to have a mammogram, and was joined by co-host Georgie. In this video Georgie speaks of an article in which it claims that referrals to cancer genetic clinics have tripled since Angelina Jolie's preventative double mastectomy. This has been called The Angelina Effect, and is reported here. |
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TAC - PICTURES OF YOU |
The TAC Pictures Of You campaign was launched in 2008. The campaign features family members holding a photograph of a loved one who has been killed in a car accident as a result of speeding.
The original ad runs for almost 3 minutes with the song Pictures of You playing in the background. This campaign was first aired on TV as a road block on channels 7, 9 and 10. This resulted in the ad playing on all three major networks at the same time. The audience was unable to avoid it unless they changed to SBS or ABC. The campaign is said to be one of TAC most successful. In the year it was launched 2008 the road toll was 303. The following year 2009 the road toll dropped to 290. Road Toll stats: 2009 2008 2007 2006 2005 2004 2003 290 303 332 337 346 343 330 |
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HIV 'GRIM REAPER' |
The HIV Grim Reaper ad campaign was created by the Australian Government in response to a rise in the number of people contracting the AIDS virus. The campaign aired in 1987. Below are some statistics about the success of the campaign.
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THE ALS ICE BUCKET CHALLENGE
The Ice Bucket Challenge has been a successful campaign. Its combination of competitiveness, social media pressure, online narcissism, and low barriers to entry have led to more than 2.4 million tagged videos circulating Facebook. Even though 40–50% of the new donors are likely to make one-time gifts only, the Challenge instigated large numbers of people, videos, and donations. The challenge also benefits from a unique balance of mass interest and individual identification.
In using social media as its platform, it accessed many people worldwide; in having its participants individually identify potential candidates – calling them out by “tagging” them – it felt personal. Furthermore, the videos are often entertaining. The average participants keep their videos under a minute, requiring limited commitment from any viewers. Another concept the Challenge benefited from is its ripple effect, inspiring features for articles, such as The Guardian's "10 More of the Best Celebrity Takes on the Ice Bucket Challenge.” Despite its marketing success, critics suggest that the ease of repeating the challenge's spiel do not increase awareness of what the disease actually does and who it is so harmful to. |