This unit is related with designing social advertisement to address and influence targeted market segment including the following aspect
- Provide selection of the target market with justification
- Develop campaign objective with promotion location
- Determine use of tangible objective
Cyberbullying is referred to as bullying which takes place over the internet and digital platforms. It considered to be an attempt to harm reputation of an individual through posting and sending false and harmful content over such platforms (Freis and Gurung, 2013). Cyberbullying also involves sharing of private information of individual which his/her consent with a unfair motive.
Selection of target market and its justification
The reason being this social subject is undertaken is that more and more people are falling victim of this issues in the market. The younger generation has been targeted with this social challenge and approximately 34% of total younger generation has been targeted with online bullying through one means or another. The age group of 15-30 years has been identified to be most vulnerable to this bad experience. There is an unequal ration of online bullying among girls and boys as teenager girls has been bullied online. The students in schools and universities have been frequently bullied with Facebook and Instagram through one way or another (Hinduja and Patchin, 2012).
There have been numerous objectives which are formed in the context of social challenge which is mostly being encountered by teens and younger generation. The crucial objectives formed for this study are as follows:
- To Raise awareness against online bullying in education institutional and communities so that children and youngsters could be protected.
- To build a safe and secure environment so that incidents of violence and harassment amongst children could be eliminated.
- To identify alternative strategies and responses through which instances of online bullying can be seriously dealt and minimize chances of their recurrences as well.
The justification of undertaken objectives is that it has become very important to make teenagers and younger generation about the harm which can be carried out by digital tools and measures. This age group have been known to overuse digital devices and are not fully aware of the harm which can be incorporated by them.
The location which has been chosen for the campaign is London. The reason being that it is the city which has encountered maximum cases of online harassment in the country. The people in the country are to be informed about the harm it can cause along with the strategies which can be undertaken to make sure cases of cyberbullying could not be imitated. The Facebook have emerged to be one of selected platform for harasser and there have been maximum instances of revenge porn and sexual abuse in the youngsters. The last recorded data states that out of all the cyberbullying cases 32% carried involvement of social networking platform Facebook. Therefore it is essential to stop people who have been harassing people on such platforms through emphasizing on counter strategies (Wong-Lo, Bullock and Gable, 2011). The main areas which will be targeted with this campaign includes parks, malls and shopping centres in the city.
Use of tangible objects
It can be said that there will be will be a use of posters, charts and hoarding related to cyberbullying so that they are more aware related to this social challenge and are aware of strategies which could be helpful in overcoming such circumstances.
It can be concluded from the above report that online bullying is a major social challenge which needs to be dealt with very seriously. Therefore making people aware through campaign will be helpful in making teenagers aware related to harm that it can cause and ultimately identification of approaches through which such cases could be eliminated.
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