Testimonial Advertising Campaign: Child Find of America
Project Summary
The goal of this project was to choose a non-profit organization from the list provided and develop concepts and copy for testimonial ads (ads where someone speaks for the product). We were to create clear and compelling messages to a target audience while establishing a brand voice and personality for the chosen organization.
Non-profit Organization: Child Find of America
Child Find of America is a non-profit organization whose mission is to provide outstanding professional services designed to prevent and resolve child abduction and the family conflicts that can lead to abduction and abuse.
Three ads make up the “Please” testimonial ad campaign for Child Find of America. The tone of the “Please” campaign will be that of sadness, what one feels when they are dealing with a child abduction, and hope, what Child Find of America can provide if they are contacted. In Advertising: Concept and Copy, George Felton introduces the concept of spokespersons (a character that is tied to and speaking for the product). The "Please" ad campaign includes spokespersons that use their voices to speak to the target audience about their child abduction plights. These spokespersons include: (1.) Just Plain Folks (2.) Something associated with the person and (3.) The Expert.
Spokesperson: Just Plain Folks - A Mother
Just Plain Folks (A Mother) – Real people who have become part of a brand that choose to involve their customers
A mother of an abducted child feels alone and is in need of help. She doesn’t know what to do and the ad acts as guidance by providing information about the services provided by Child Find along with contact information.
Spokesperson: Not the person, but something associated with the person - Dog
Not the Person but Something Associated with the Person (Dog-Family Pet) – You may want to bypass the person altogether and just use something associated with that person
The dog of an abducted little girl expresses his feelings of how much he misses “Abby” and wants her to return home. This concept shows that missing children are not only missed by the people who love them, but pets as well.
Spokesperson: The Expert - Police Officer
The Expert (Police Officer) - Somebody who stands outside the brand and has the expertise to evaluate it
A police office serves as a child recovery specialist and gives advice on what to do when a child has been abducted or is missing.
Resource
Felton, George. Advertising: Concept and Copy (Third Edition), 3rd Edition. W. W. Norton & Company, 08/2013. VitalBook file.
