Ewha Womans University (South Korea)
Project Title: We are not living in Disney.
Client or Class Name: Ewha Womans University - www.ewha.ac.kr/mbs/ewhaen/
- Background / Overview:
There are many organizations that deal with regulations about driving and safety of pedestrians. However, there are not many organizations that focus on solving the problem of roadkills. This advertisement for PETA is designed to alert people about how the careless driving can take a life of an innocent animal.
- Objective / Purpose
Through this advertisement, we expect the people to pay attention to how many animals die because of careless driving. Furthermore, we expect them to take actual action to contribute in decreasing the number of roadkill taking place on various roads.
- Target audience
This advertisement will be aimed specifically to drivers that drive through the highway since highways are the places where roadkills are often spotted. We expect the audience to be mainly males, from teenagers to adults. We have selected the particular audience since they are the ones directly involved in problems regarding roadkill.
- Corporate/Organization Facts
PETA, People for the Ethical Treatment of Animals, is a non-profit corporation that servers as the largest animal rights organization in the world, with more than 3 million members and supporters. It focuses on solving problems in areas in which the animals are victimized under its slogan, “animals are not ours to eat, wear, experiment on, use for entertainment or abuse in any way.”
- Communication Strategies
With an image of Tom, which is the cat in the famous cartoon “Tom and Jerry”, flattened with somehow ridiculous facial expression, the advertisement conveys a message that drivers are paying little attention to the lives of the roadkill that are sacrificed by careless driving. The visual of the advertisement is supported by the copy and the sub-copy, “We are not living in Disney.” “Roadkill is not a joke”. As a whole, the advertisement delivers a simple, direct message that roadkill is sacrificed by drivers that care little about the lives of the wildlife animals.