2. Anti-Racism Advertisement
Modern day racism/Racism in the past Strategy/method to approach
Empathy, Testimonial,
before & after etc Poster, leaflet, online ad
etc
Target Audience
Youth, older people or
everyone
Facts, statistics, real stories
Stats and figures about
racism and it’s effects
Include real peoples
stories about their
experiences/thoughts
Modern/relevant topics of
racism e.g. BLM, refugees
Older topics, segregation
of blacks from white, slave
trade
Shock factor
Include facts
that may shock
people
Real peoples
stories that make
others sympathize
Why is there still
racism
Modern racism,
how are people still
racially abused
Racism towards
refugees and people
entering the country
Use personal pronouns to
make it more personal and
leave a lasting impact
3. Slogans
• Racism: Spot it and Stop it.
• How would YOU feel?
• One Race. Human Race.
• No one is born racist.
• Racism is refuge for the ignorant.
• Racism Has No Boundaries.
• March Against Racism.
• No Refuge For Racists.
4. “Empathy” Strategy
The “empathy” strategy is a type of
advertising that tries to develop the
audience’s sympathy towards whatever is
on the advertisement. An example of this is
when charities or a non-profit organization
may show images of suffering people or
animals, the reaction to such images Is
usually emotions of sympathy which helps
them to sell their advertisement. This
method is really popular and is effective at
helping charities raise funds for their cause.
A simple design using the empathy strategy that
I made to help support my argument about
racism and how it is still relevant today. I used
the quote “How would YOU feel” to give the
advertisement a personal effect on the
audience, it also makes people think deeper
about how racism is more than name calling
someone.
5. “Advice” Strategy
This is a lateral, “we can help you” ad
strategy. Companies use this method to
express the benefit of using their product
or service. An example of this is how
everyone needs to consume protein so you
can sell more milk.
Another common advertisement that uses
this method is those that try to help others
quit smoking or drinking. A popular
advertisement that pops up once a year is
Stoptober which is a program that helps
smokers to quit smoking within a month.
6. “Demonstration” Strategy
This type of advertising focuses on ways to
show you their product or service in an
obvious way via “demonstration”. An example
of this is when Jean-Claude Van Damme
performing the splits on 2 reversing Volvo
trucks, this was to display the reliability and
stability of Volvo trucks.
Demonstration and Testimonial strategies still
remain the most effective and popular in the
digital world.
7. “Testimonial” Strategy
The testimonial strategy is the method of
using a famous face, celebrity or normal
person to endorse/promote a product or
service. A given example is how sports
brands such as Nike and Adidas promote
their products using famous athletes that
will wear their product in public to have it
noticed more.
When people see their favourite celebrity
promoting and speaking about a product,
service or problem they feel more likely
to purchase or support the thing that
they are promoting.
8. “Before & After” Strategy
The before and after strategy is very
popular amongst products that
clean/refurbish existing items such as
clothes, cars, laptop etc.
Before and after is also used to show
weight loss or after drug/alcohol rehab,
dramatic results work well in promoting
a specific diet plan or weight loss regime.
Although it can work well for some
products/services it doesn’t work as well
for others such as promoting television
shows or insurance for example.
