There are over a million successful marketing campaigns in the world, but the question Is, what makes them so successful and why do people donate and feel so drawn to such campaigns? The answer, Is grabbing the attention or sympathy of a potential buyer or client. Being able to do such things requires Including things that may relate to ones life but also something that makes people think that their lives will be better if they associate themselves with a product or organization. HIVE Aids are two of the biggest medical issues in today’s society.
HIVE which stands for human immunodeficiency virus is a virus that weakens the immune system and makes it harder to fight off diseases and cancers (WebMD). Every day, 700 babies are born with HIVE and in the past 30 years, HIATUS has killed more than 36 million people (red). Project (Red) and lovelier are two Aids ad campaigns that raise awareness and solutions to the Aids epidemic. Project (Red), founded by Bono and Bobby Shrives, is a foundation made to get people involved with the fight against Ads by donating and buying products, to fund the foundation to buy medication and provide better living tuitions for the victims of Ads and HIVE.
Lovely, on the other hand, Is a foundation that deals hands on with potential victims In South Africa. Love, directed by David Harrison, is a foundation that gives young adults the opportunity to learn about Aids and also protected sex. Being a nonprofit organization, lovelier sets up recreational centers called “Y-Centers” that gives young adults the chance to learn new things and be introduced to new opportunities. Both marketing campaigns give the opportunity to prevent and even cure the horrible medical epidemic of Hiatus.
The best ways market campaigns can bring attention to a huge medical crisis like Aids, is to increase awareness, provide a forum for open conversation and promote activism. Many people in the world know what Wealds are but they fail to recognize the systems and the emotional toll that it leaves on not only Its victims but also the people associated with the person with the disease. Product (Red) raises awareness of the disease by explaining to detonators what the disease Is but also explains the lives of specific victims of the horrible disease.
Connie, a woman living with HIVE and also dealing with the losses of her two children due to HIVE, decided to get tested for aids. Testing positive, her life was turned upside down. Having to pay bills, for food and now medication for her disease she didn’t know what to do or even how to manage it all. Thanks to Product (Red), Connie was given the opportunity to try a drug called Rave, which stands for Intervocalic, a medication that works to keep HIVE from growing and multiplying within the human body (red).
Connie states in her video, “Giving hope to the hopeless” (red). Not only does this drug help decrease the risk of Hiatus It also lets people who live with HIVE live healthy lives and also gives woman, like Connie a chance to have children, without the disease being passed on to her children. Bringing awareness to such horrific experiences but also to the solutions that can be made helps people sympathize and even want to participate In ending such events. Offline on the other hand, uses fancy slogans and eye-catching lovelier uses sexualities ads that make young adults think about their actions before pursuing them. For example, one of the billboards that lovelier advertised was “the ands of four women of different races caressed the sculpted back and buttocks of a young black man as though they were appraising an antique newel post. The caption read, ‘Everyone he’s slept with is sleeping with you” (Epstein 154).
Using billboards and ads like these makes a reader think about their sexual decisions and also increase the usage of protected sex. Whether it be raising the awareness of the stories of victims, the side-effects and emotional tolls it takes on victims or even the consequences of unprotected sex, awareness is one of the most important things a marketing campaign can do. A big problem that people have, is the fact that they feel like they cannot talk to anyone about their problems or the struggles that they or someone that they love are facing. In South Africa this is a huge issue.
Since having Hiatus is looked upon as having a contagious disease, most people wont talk about or even bring up the fact that they or someone they love is enduring Hiatus. Since no one really communicates their pain or the struggles they face with the disease, no one truly understands the pain and suffering that the disease causes, which leads to people not entirely caring about being safe or even if they get the ease. Epstein states, “It turns out that talking about the pain, both physical and emotional, that the disease creates is far more difficult than getting over the embarrassment of talking about sex” (157).
Due to not being able to talk about this subject, sadly the rate of Hiatus keeps increasing in South Africa. Providing an open forum for communication helps people become more comfortable with talking about their problems and struggles. Uganda, being a country in Africa that not only discusses the struggles of the victims of aids, but also the only African country that as decreased its numbers in victims of Hiatus is a perfect example of how opening a forum of communication is one of the best ways a country can prevent Hiatus.
Epstein mentions, “That a powerful role was played by the ordinary, but frank, conversations people had with their family, friends and neighbors- not about sex, but about the frightening, calamitous effects of AIDS itself” (158). Being able to talk about these experiences with people, make other people known to the horrible effects of the disease and makes civilians more cautious of their actions and also making better sections when it comes to sex. One of the most important parts of a marketing campaign is the participation of the public.
Not only does the participation of the public increase sales and raising of money but it also raises awareness of the cause. Both product (Red) and lovelier contribute great opportunities of activism in their campaigns. Product (Red) gives the public an opportunity to donate, purchase products/merchandise, and also participate in events which all proceeds go to funding for medication for victims but also to healthier living situations as well. Over million people have donated to Product (Red), 250 million dollars have been made and over 40 million people have been impacted by the organization (red).
The help of the public is a huge help to marketing campaigns because it funds the program and also helps raise money for whatever they are raising awareness for. Although lovelier doesn’t raise money, it helps raise hope and drive for young adults living in South Africa. With building mi-Centers” it gives young adults the opportunity to learn how to “Any young person could become a Y-Center member, but in order to fully participate n these activities, he or she had to complete a program of seminars about HIVE, family planning and other subjects related to sexuality and growing up” (155).
Participation of the Y-Centers also was laced with becoming aware of the issue as well. Being able to participate in all the activities that the recreational centers offered, gave hope that everyone could make something of themselves and also meeting new people. Giving the chance for the public to become active members in the fight against Hiatus is a really big and if not the most important way for a marketing campaign to actually ark. Lovelier and Product (Red) both promote activism very well.
The best way for marketing campaigns to bring attention to a huge medical crisis like HIVE and Aids is increasing awareness, providing a forum for open communication and promoting activism. Product (Red) and lovelier are both excellent marketing campaigns that do all three of these actions. Due to the success rate of both campaigns, not only is the awareness and effects of Aids being promoted but also the prevention of the disease is increasing and the decline in Aids and the numbers of Hive/Aids victims are decreasing.