Excellent plan for public service advertising

Excellent plan letter for public service advertising

Public service advertising plan (1)

Advertising theme: Protect the environment

Purpose of advertising:

1. To arouse social attention to environmental protection. The phenomenon in the advertisement is shocking and can cause people to reflect on themselves.

2. The advertisement takes the experience of college students as the main line and the university campus environment as the background. College students are a group of people with higher quality. If college students do things that harm environmental protection, they will attract more attention. At the same time, it also reflects that the quality of college students needs to be improved and their awareness of environmental protection needs to be improved. Furthermore, it also reminds educators to pay more attention to the quality education of college students

Advertising targets:

1. The general public, especially individuals with low environmental awareness and serious environmental damage, as well as enterprise.

2. The majority of educators and government departments that have influence on environmental improvement and protection.

Background introduction: As a developing socialist country, our people face more severe population, resource and environmental situations than other countries in the world during the process of modernization. Heavy population burden and insufficient per capita resources. The deterioration of environmental conditions has seriously affected the macroeconomic decision-making of the party and the government to develop the economy, and also affected the improvement of people's living standards, becoming the primary issue restricting my country's socialist construction.

Advertising creativity: A boy sent a text message to his girlfriend saying, I miss you very much, please come out and meet her. They arranged a time to meet. The boys were waiting for the girls on the lawn. There were a lot of snacks piled around the boys, and they ate while waiting for the girls. After eating, garbage bags and the like were still everywhere around them. The girl came over and was about to call the boy. When she saw the pile of garbage next to the boy, she turned around and left. As she walked, she sent a text message to the boy. The content of the text message was: Let's break up. I don't want to be associated with garbage.

Public Service Advertisement Plan (2)

1. Summary

"Low-carbon environmental protection" has become a hot term around the world, and college students are the main force in scientific and technological progress. The army is also a pioneer in leading fashionable life. In order to arouse college students' attention to "low-carbon environmental protection", this planning paper analyzes and summarizes the current situation of college students' "carbon footprint" and combines the concept of low-carbon environmental protection. If every college student starts from small things and starts from himself, I believe that low-carbon environmental protection will definitely become a campus fashion in college.

Low-carbon environmental protection public service advertisements Only when people, especially college students, who are cross-century builders, generally establish low-carbon environmental awareness, can social forces be formed to jointly protect the human living environment. A small step for each person on the road to low-carbon environmental protection is a big step for the entire society to achieve low-carbon environmental protection.

This planning book includes situation analysis, advertising analysis, creative design, media strategy, advertising budget, advertising activity effect evaluation and monitoring, appendices and other components. It covers the content of this planning operation and provides the basis for this Public service advertising campaigns provide comprehensive guidance on strategy and implementation methods.

2. Situation analysis

(1) Environmental analysis

1. Environmental issues. In recent years, my country's economic and social development has made remarkable achievements. At the same time, the contradictions between population, resources, environment and development are becoming increasingly prominent: the aging of the population is accelerating, there is a lack of effective management of the floating population, there is a shortage of natural resources, serious environmental pollution, urban traffic congestion, and relatively backward urban infrastructure. Resource utilization is inefficient, etc.

2. Corresponding policies. With the convening of the Copenhagen Climate Change Conference in **, an economic model based on low energy consumption, low pollution, and low emissions - the "low carbon economy" -- was presented to the people of the world; and at the Two Sessions in **, ecological, environmental, and sustainable Development has become the theme of the two sessions, and the content of "Proposal No. 1" of the National Committee of the Chinese People's Political Consultative Conference is about low-carbon environmental protection. A series of new concepts and policies such as "carbon footprint", "low-carbon economy", "low-carbon development", "low-carbon society" and "low-carbon city" have spread across every corner of the world.

(2) Overview analysis of low-carbon environmental protection

1. The meaning of “low-carbon environmental protection”

Low-carbon environmental protection, English is Low—carbon green. It means lower (lower) greenhouse gas (mainly carbon dioxide) emissions.

Low-carbon life is a low-energy, low-consumption, low-expense lifestyle, and it is also a life attitude worth promoting.

2. The “carbon footprint” of college students

(1) Clothing. Many college students keep buying clothes in order to keep up with trends. Especially female students love to look beautiful and buy clothes. Before buying clothes, they don’t ask whether they really need such a piece of clothing, and they don’t wear it after buying it.

(2) Food. Many college students waste food seriously. They take a small bite of some steamed buns and throw away some dishes without eating them at all. In addition, many college students use disposable lunch boxes and disposable chopsticks for meals. Moreover, many college students treat guests to dinner on holidays and birthdays to compare themselves with each other.

(3) Live.

①Lighting. The lighting load of a building generally accounts for about 30% of the entire building's electricity load. Teaching buildings and libraries in universities are large consumers of electricity. In classrooms and libraries, lights are still turned on during the day when there is good natural light. In teaching buildings, there is often a phenomenon where there are only a few people in a large classroom but the fans and lights are turned on. Even when there is no one in the classroom, the lights are still on. The seat-occupying phenomenon means that the classroom seats cannot be fully utilized, and most of the seats are filled with books and no people.

②Use water. Many college students waste water resources seriously. In teaching buildings, canteens, public toilets and other places, we can often see "a long flow of water", causing a lot of waste. In the dormitory, some college students are used to washing with the faucet on, or even worse, not tightening the faucet after taking a bath or washing clothes.

③Go online. Some college students, in order to obtain a higher "Little Sun" level for their QQ, hang on the Internet or mobile phones for a long time. In addition, some college students are addicted to playing games and watching movies online all day long, which not only wastes time, but also causes serious waste of energy.

④ OK. Many college students usually take buses or even taxis when going out. In addition, for convenience, many college students often like to take the elevator and rarely take the stairs.

3. The benefits of low-carbon and environmental protection.

1. Taking one less elevator will reduce 0.218 kilograms of carbon dioxide; turning on the air conditioner for one less hour will reduce 0.621 kilograms of carbon dioxide.

2. Turn off the power of electrical appliances after use, which can reduce the production of about 972 kilograms of carbon dioxide every year.

3. Use standby instead of screen protection when the computer is not in use. Each desktop computer can save 6.3 kilowatt hours of electricity per year, correspondingly reducing carbon dioxide emissions by 6 kilograms; each laptop computer can save 1.5 kilowatt hours of electricity per year. , correspondingly reducing carbon dioxide emissions by 1.4 kilograms.

4. By lowering the computer screen brightness, each desktop computer can save about 30 kilowatt hours of electricity per year, correspondingly reducing carbon dioxide emissions by 29 kilograms; each laptop can save about 15 kilowatt hours of electricity per year, and correspondingly reducing carbon dioxide emissions. 14. 6 kg.

3. Advertising Analysis

(1) Target Market

In the selection of target market, we choose the target market from local to overall, *** Divided into three levels of target market:

First level target market: universities in Guangzhou area

Second level target market: universities across Guangdong Province

Third level Target market: Universities across the country

(2) Advertising objectives

This advertising plan is based on the principle of "low carbon, environmental protection, green campus" to promote in major universities. Through this advertising plan, college students will pay more attention to the issue of low-carbon environmental protection. Specifically, it will help college students in various universities form an awareness of low-carbon environmental protection and strive to put it into action.

(3) Positioning strategy

1. Advertising positioning

Advertising appeals are mainly based on emotional appeals, and are promoted with the concept of "low carbon and environmental protection". Use the disasters and pain caused by environmental degradation as the entry point and channel to arouse public concern, and emotionally convey the concept of public service advertisements to the target audience.

2. Advertising target positioning

According to the positioning of low-carbon and environmentally friendly public service advertisements, our advertising targets are college students in various universities.

Reasons:

(1) College students are not only the main force in scientific and technological progress, but also the pioneers in fashionable life.

(2) With the expansion of college enrollment, there are more and more college students. If each college student represents a family (), then every college student's low-carbon life can drive every family to join low-carbon environmental protection public welfare Advertising camp.

3. Analysis of advertising targets

College students

Age 17-25

Intellectuals with social status

Emotions Rich and colorful emotions

Modern and fashionable lifestyle

IV. Creative design

(1) Advertising slogan

1. Campus life There are many different styles, but everything starts from low-carbon and environmental protection.

2. Low-carbon and environmentally friendly, I have the final say in my life.

3. In the micro era, we are the micro carbon family.

4. Reduce the carbon footprint of the campus and increase the oxygen content of the campus.

5. Low-carbon and environmentally friendly, the whole school is mobilized.

(2) TV commercial script

1. "Where is low carbon and environmental protection"

Scene 1: At 9:35 pm, "Ling Ling" Bell..." The bell rang, and the students packed up their books and walked out of the classroom. Finally, all the students were gone, and all the lights in the classroom were still on. Suddenly, a male classmate ran back, but he forgot his textbook in the classroom. When he left the classroom again, he checked his things and said to himself: "I brought the books and the water glass. There should be nothing left behind." After looking around for a while, he walked away again. . Only the electric light was still on.

Subtitles: Whether you leave or not, the lights are on. Where is the low-carbon and environmental protection?

Scene 2: In the canteen, a girl is preparing food, "Auntie , I want fish, chicken, beef balls." She packed a plate full of dishes and when she sat down to eat, she suddenly remembered: I have to lose weight recently. So, she took a few bites of rice and threw away most of the remaining food.

Subtitles: You eat or don’t eat, the food is dumped there, where is the low-carbon environmental protection?

Scene 3: In the dormitory, a girl is carrying big and small bags on her mobile phone. Just now After returning from shopping and buying clothes, she put down her things, immediately went to the suitcase, took out some old clothes and threw them away, and said quite contentedly: "The old ones are not going away, and the new ones are not coming."

Subtitles: Whether you wear it or not, the clothes are placed there. Where is the low-carbon environmental protection?

2. "Low-carbon life is an attitude towards life"

Picture 1: A girl. When she went to the canteen to buy breakfast, her aunt put a small bun in a big plastic bag for her, but she handed over the lunch box she brought and smiled slightly.

Screen 2: On the school road, he received a leaflet. Instead of throwing it away, she collected it as scratch paper and took it to the recycling bin after use;

Screen 3: She went out for a dinner with her friends. She ate as much as she wanted and never wasted it. She divided a paper towel into four portions.

Subtitles: Low-carbon and environmentally friendly, it’s just a small action, you can do it too!

(3) Advertising copy

Copy one:

A beautiful campus starts with low-carbon and environmental protection. Saving one kilowatt hour of electricity can reduce the emission of one kilogram of CO2; drinking one less bottle of beer can reduce the emission of 0.2 kilograms of CO2; using less than 10 pairs of disposable chopsticks can reduce the emission of 0.2 kilograms of CO2. Every little bit, it matters what you do. Flying geese leave no trace, but people leave no "carbon" behind. Low-carbon life must start from ourselves.

Copywriting 2:

Today, did you steal food?

Today, did you knit a scarf?

Today, did you Is it low-carbon and environmentally friendly?

Save every drop of water, save every kilowatt hour of electricity, use less disposable products, use paper on both sides, recycle waste batteries... A low-carbon and environmentally friendly lifestyle is not that complicated. , it can be achieved with such a simple action or habit, and it is a display of "green fashion", why not?

Low-carbon and environmentally friendly, green campus, the university is the real ivory tower.

Copy 3:

We will never forget the innocent eyes of children whose blood lead exceeded the standard due to the wanton discharge of waste water and exhaust gas by companies; we will never forget the helpless eyes of people suffering from diseases caused by environmental pollution. Expression; We can't forget the desolation of global warming and rising sea levels, which has caused the beautiful island to begin its countdown to life...

The alarm bell has sounded. We must act immediately and use sincerity and sincerity to minimize these dangers. eliminate and reduce. Only by achieving low carbon and environmental protection can we have a solid present and a bright future.

(4) Creative activity design

1. Activity design plan 1

(1) Activity theme: "Erase your carbon footprint"

(2) Event time: June 8, 2011, 9:00 am to 2:00 pm

(3) Event location: Shipai Campus of South China Normal University

(4) Activity content and schedule:

9:00-9:30 The host announces the activity format and content

9:30-10:30 College students inspect the campus , pick up plastic bags, plastic bottles and other garbage on the ground.

10:30-11:00 Relevant leaders summarized the event and encouraged college students to achieve low-carbon and environmental protection anytime and anywhere.

2. Activity Design Plan 1

(1) Activity theme: "Low-carbon Environmental Protection Pioneer"

(2) Activity time: July 5, 2011 9:00 am to 2:00 pm on Sunday

(3) Activity location: Guangzhou University Town

(4) Activity content and itinerary:

9 :00-9:30 The host announces the event format and content.

9:30-10:30 Launch a low-carbon environmental protection knowledge competition.

10:30-11:00 Launch a low-carbon environmental protection opinion collection activity.

11:00-11:30 Relevant leaders submit a low-carbon environmental protection knowledge competition and opinion collection activities to Awarding to the winners

(5) Award setting

Low-carbon environmental protection knowledge competition: 1 first prize (bonus 500 yuan); 2 second prizes (bonus 300 yuan each) ; 3 third prize winners (bonuses of 100 yuan each); 50 shortlisted prize winners (one exquisite gift each). 10 "Best Suggestions" awards for low-carbon environmental protection opinion collection (bonuses of 200 yuan each).

5. Media strategy:

(1) Target audience’s media acceptance habits

In daily life, college students mainly travel between dormitories, teaching buildings, Sports fields and canteens, etc. College students pay more attention to entertainment and fashionable media, such as the Internet, magazines, television, and newspapers.

(2) Advertising media selection strategy

1. Television media

As a mass media, the role of television cannot be underestimated, given the dynamic images. Vivid, lively and widely appealing can highlight the brand personality of the product and express the message in a very intuitive and easy-to-understand way.

2. Internet media

The amount of information on the Internet, the rapid growth rate, and the wide range of dissemination are unmatched by other media.

As the main body of Internet users, young people, especially college students, are increasingly dependent on the use of the Internet, and its scope of communication is also very wide. It is not controlled by time and space, and the cost is relatively low. Choose it to reach the target audience directly.

3. Broadcast media

Broadcasting can transmit information to all directions instantly, with fast speed and wide coverage. Broadcasting is a sound media. The host’s voice quality, tone, conversation and broadcasting Style often forms its own unique style, which has a unique appeal to the audience and makes them feel involved to a certain extent. Therefore, it is closer to face-to-face interpersonal communication and has strong affinity.

4. Newspaper media

Newspapers have the largest number of readers and can reach more people. Moreover, newspapers have high credibility, are simple and flexible, have detailed information, low cost, and are convenient to use. Data storage.

5. Magazine media

Magazine media has clear targets, centralized identification, long reading period and high frequency of contact. In addition, the magazine is beautifully printed and attractive.

6. Outdoor media

Since outdoor media generally have a relatively large area and distinct image, and are often located in traffic arteries, they can easily attract people’s attention. Outdoor advertising mostly provides visual stimulation to the audience inadvertently; it is not compulsive, and the information is easy to be recognized and accepted.

(3) Advertising media promotion strategy

Media advertising media advertising content

CCTV1 will insert 15-second advertisements in "Focus Interview" in 2011 and May ——For two months in July 2011

The Guangzhou TV Comprehensive Channel will insert a 15-second advertisement in the Family Theater for one month from August 2011 to September 2011

The video of the college cafeteria is in A 30-second advertisement is inserted after the campus news of the university, for two months from September 2011 to November 2010.

The couplet-style advertisement on the homepage of the online university website is 200*300 pixels every other week and four weeks.

Broadcasting university radio stations insert 15-second advertisements after the news column for two months from September 2011 to November 2011

Newspapers and university newspapers, page 1/8, color , Specification: 12*16 Layout: A2 Time: June 2011 - November 2011, 4 times in each time period

Insert 186*260 in the monthly magazine "Youth Digest" and "Youth Digest" for a period of For half a year, we will focus on advertising in target areas.

Outdoor light boxes and car bodies are installed in Guangzhou for a period of six months, at university towns and major urban arterial stations and lines.

6. Advertising budget

The advertising budget is mainly divided into advertising media purchase fees, event planning fees and other costs. The specific costs are calculated as follows:

Advertising media purchase Fee CCTV1: 300,000 Guangzhou TV station: 190,000 University cafeteria video: 200,000 University radio station: 100,000 University newspaper: 70,000 "Youth Digest": 50,000 light box, body: 150,000

Event planning Total activity expenses: 10,000

Other 10,000

Total 1.08 million

7. Advertising effect evaluation and prediction

( 1) Advertising evaluation

Adopt sampling surveys in different universities and grades. Actual observation and questionnaire surveys can be used to evaluate the effectiveness of advertising, and timely feedback can be provided based on the information. Correct and improve the imperfect parts of the advertising strategy to achieve better advertising effects.

(2) Advertising Forecast

From the perspective of the social effect of advertising, it is a public service advertisement. Its target audience is college students, calling on college students to consciously achieve low standards. Carbon environmental protection, and influence more people to join the low-carbon and environmentally friendly army.

From the perspective of the psychological effect of advertising, through various forms of media publicity, "green fashion" can be better interpreted while deepening college students' understanding of low-carbon environmental protection and making them realize that environmental protection is An attitude towards life and a sincere love for low-carbon and environmental protection. ;