Campaign Videos Research Articles

Customer Engagement Through Transformational Campaigns: A Netnographic Exploration on the Storytelling Power of ‘Jaago Re’

Storytelling is a strategic marketing tool for building customer engagement by anecdotally structuring branded content to grab their attention. The present study renders a scholarly narrative of a transformational ad campaign and its resultant customer engagement on social media. The study follows a netnographic approach, using a qualitative triangulation method to observe the engagement around this campaign. Data are collected from online platforms, namely, Facebook, Instagram and Twitter. The study identifies the sentiments of customer engagement in the campaign. Furthermore, a semiotic analysis has appraised the storytelling elements in the campaign videos. The findings suggest that storytelling can effectively connect with audiences and drive home critical messages by using narratives and emotional elements. The findings have implications for marketing professionals who want to understand the impact of storytelling on transformational advertising campaigns.

Diabetes misconceptions, seriousness, motivation, self-efficacy and stigma: A cross-sectional comparison of eight Australian diabetes communication campaign videos.

This study examines potential intended (attitudes, motivation and self-efficacy) and unintended (stigmatisation of diabetes) consequences of past Australian National Diabetes Week campaign videos. Further, outcomes are compared by the extent to which participants perceived their allocated video as stigmatising diabetes. In this cross-sectional, ten-arm study, participants (adults with or without diabetes; 1:2 ratio) were randomly allocated to view one of eight archival diabetes campaign videos (intervention), or either an active or passive control group. Post-exposure, study-specific scales measured diabetes Misconceptions and Seriousness, General and Diabetes Risk-Reduction Motivation and Self-efficacy, and perceptions of video Stigmatisation of diabetes. Scores were compared by condition (intervention vs. control) and by campaign Stigma (highest vs. lowest tertile score), separately by cohort (with or without diabetes). The sample included n = 1023 without diabetes; and n = 510 with diabetes (79% type 2 diabetes). No significant differences in outcomes were observed between conditions (intervention vs. control), with one exception: a modest effect on General Self-efficacy among those without diabetes only. Those perceiving high campaign Stigma (15%), relative to low Stigma (60%), reported significantly greater diabetes Misconceptions, lower perceived Seriousness and (among those without diabetes only) lower General Motivation but higher Diabetes Risk Reduction Motivation. Though limited to a single-exposure, we found little meaningful positive influence of past diabetes campaign videos on diabetes attitudes, behavioural intentions or self-efficacy. Further, campaign videos were perceived as stigmatising by a minority-a potential harmful impact. This novel study has implications for the design, implementation and evaluation of future diabetes campaigns.

Effectiveness of Using Campaign Videos in Increasing Community Political Participation: Study of the 2024 Presidential Election

With the development of technology and social media, campaign videos have become one of the strategic tools used by presidential candidates to attract attention and increase voters' political understanding. This research aims to measure the effectiveness of using campaign videos in increasing public political awareness in the 2024 Presidential Election (Pilpres). This research uses a qualitative approach with descriptive methods. The research results show that the use of campaign videos via social media, especially YouTube, was effective for the pair Anies Baswedan-Muhaimin Iskandar and Prabowo Subianto-Gibran Rakabuming Raka in the 2024 presidential election. They succeeded in using strong visualization and convincing narratives to reach generations active on social media such as Generasi Z. However, this success does not guarantee political victory, as experienced by Ganjar Pranowo-Prof. Dr. HM Mahfud MD who faced challenges in public assessment of criticism of the government at that time. Utilizing social media and digital platforms as the main means of distributing campaign videos is very important to reach a wide audience. Campaign strategies that are responsive to socio-political conditions and coordination in overall strategy management play a major role in increasing the effectiveness of video campaigns. Candidate pairs who can adjust to current issues and respond quickly to socio-political dynamics have a greater chance of gaining voter support.

Not to blame, but still responsible: Negotiating social representations of neoliberal feminism amongst urban middle‐class Indians

AbstractIndian gender advocacy has been criticised for promoting individualistic neoliberal solutions to issues requiring structural change. Such solutions are most accessible to middle‐class women and their dominance in gender advocacy is attributed to the middle‐class viewership of campaigns. Few studies have researched how this intended audience responds to such messages. As patriarchy benefits men, it is also important to understand how gender intersects with social class to shape responses. Accordingly, this research explores the reception of neoliberal feminist ideals in Indian gender advocacy amongst an urban middle‐class audience of 25 participants, comprising of 13 women and 12 men in Bengaluru, India. The theoretical and methodological framework is the social representations theory. Participants viewed three campaign videos and undertook semi‐structured interviews. Thematic analysis was employed to explore their perceptions of the causes and solutions to the issues portrayed in the campaigns, leading to three themes being identified. In the theme of ‘individuals’, participants held women responsible for resisting oppression. In the theme of ‘culture’, participants viewed culture as a cause of patriarchy, with cultural change seen as a solution. In the theme of ‘institutions’, participants discussed institutional sexism but were pessimistic about institutional reform. These findings suggest that whilst patriarchy is blamed on cultural norms and institutional failure, solutions are often conceived in terms of self‐transformation of individual women. These results are situated in social representations' theoretical premise of themata and positioning to analyse how social locations like gender, class and regional identity were mobilised by participants to contest or maintain a neoliberal feminist ideology. Please refer to the Supplementary Material section to find this article's Community and Social Impact Statement.

Youth empowerment in tobacco control: community-based participatory research in rural Indonesia

PurposeThis paper describes the planning and implementation program of Remaja Berdaya Sehat Tanpa Rokok (JayaStar) or Empower Youth Healthy without Smoking (EYHWS). This is a pilot tobacco control program for smoking behavior with a community-based participatory research (CBPR) approach in a rural area of Indonesia.Design/methodology/approachThis research used the participatory rural appraisal (PRA) method. The paper would describe three stages of the JayaStar program that started from diagnosis, planning action and taking action. Participants in this research were all youths aged 17–25 years including as many as 33 people. The key informants were the village head, the hamlet head, the hamlet head’s wife, the youth leader, health promotion officers at the Pleret Health Center and the Health Promotion Section of the Bantul Health Office.FindingsThe determinants of the youth empowerment process are divided into (1) predisposing factors, (2) group structure and (3) group climate. It has an important role in the success of the youth empowerment process in smoking behavior control. The implementation of the JayaStar program consisted of (1) outbound, and training with the theme of increasing self-potential; (2) training on the impact of cigarettes/vapors on the health of youths; (3) discussion and practice of making health campaign videos; (4) parenting program with the theme of the important role of parents in creating a healthy and superior young generation; (5) declaration and inauguration of JayaStar volunteers.Originality/valueThis research is an example of a successful community-based youth project that resulted in a demonstrable positive outcome. It demonstrates the importance of good relations between stakeholders. The JayaStar movement could be a potential model for youth empowerment projects to control smoking behavior among future generations in Indonesia.

Kampanye Sosial Pemanfaatan Pakaian Lama Dengan Metode Upcycle Kepada Generasi Z Di Kota Palembang

The impact of textile waste is a serious problem for health and the environment. Generation Z often chooses to throw away clothes rather than looking for ways to reuse them and not many are aware that these used items can be recycled into items that have benefits and economic value. Generation Z's lack of awareness of the dangers of textile waste and lack of education about upcycling methods are the main problems in this design. Therefore, it is necessary to design a campaign video that can widely reach Generation Z with the aim of making it easier to provide information about upcycling methods and providing awareness of the dangers of textile waste. The main aim of the design is to provide information about how important it is to use used clothing waste in the city of Palembang, to raise awareness and encourage that used clothing waste can be put to good use. Apart from being useful for protecting the environment, used clothing waste can also produce positive feedback from its use.Keywords : Textile waste, Upcycling, Clothing, Campaign Videos.

The Utilization of Campaign Video Technology in the Context of Preventing Low Back Pain in TKBM

Mitra dalam pengabdian masyarakat ini adalah PT. XYZ yang merupakan perusahaan logistik yang bergerak dalam penyediaan fasilitas pemeriksaan kontainer jalur merah. Pemeriksaan kontainer jalur merah ini membutuhkan jasa TKBM untuk melakukan pembongkaran barang-barang di dalam kontainer yang akan melakukan pemeriksaan. Kegiatan pembongkaran barang-barang ini dilakukan secara manual sehingga berpotensi menyebabkan nyeri pinggang. Hasil studi pendahuluan di dapati bahwa terjadi nyeri pinggang sebanyak 50% dan sangat nyeri pinggang sebanyak 25%. Hasil studi pendahuluan juga menunjukan bahwa sebagian besar TKBM memiliki tingkat pendidikan SD dan SMP, merokok, dan jarang berolah raga. Hasil observasi juga menunjukan bahwa area kerja TKBM di tempat terbuka sehingga tidak dimungkinkan untuk meletakkan poster dan untuk melakukan penyuluhan sulit dilakukan mengingat TKBM bekerja penuh selama 8 jam. Melihat hasil studi pendahuluan dan observasi maka tim pengabdian menyelesaikan permasalahan mitra melalui pembuatan video kampanye mengenai pencegahan nyeri pinggang dan mengunggah ke kanal youtube sehingga bisa di tonton oleh TKBM sehingga mereka mendapatkan pengetahuan dan diharapkan dapat mencegah terjadinya nyeri pinggang di kalangan TKBM.

Designing and testing social media campaign messages to promote COVID-19 vaccine confidence among rural adults: A community-engaged approach featuring rural community leader and clinician testimonials

Despite the growing availability of effective COVID-19 vaccines in rural communities in the United States, widespread vaccine hesitancy delays COVID-19 vaccine coverage in rural communities and threatens to worsen pre-pandemic rural–urban disparities in other vaccination rates, including influenza and routine pediatric immunizations. Therefore, there is an urgent need to develop communication-based interventions to improve vaccine confidence in rural America. This study demonstrates the efficacy of a community-engaged approach to developing social media campaign messages in promoting COVID-19 vaccine uptake and pro-vaccine social diffusion among rural adults. Using a community-engaged approach, we developed social media campaign videos varying in (a) featured messengers (clinicians versus community leaders) and (b) the presence of personal testimonials. We conducted a national online experiment (N = 1,364 rural adults) in spring 2022. We found that videos featuring clinicians serving rural communities and their testimonials increased (a) vaccination intentions in the unvaccinated group (4-point scale, b = 0.23, p =.015) and (b) intention to discuss the messages with others (4-point scale, b = 0.14, p =.037), share the message (4-point scale, b = 0.15, p =.026), and promote the vaccines to others (9-point scale, b = 0.48, p =.013). Results suggest that vaccine promotional social media campaigns targeting rural populations can benefit from including clinician testimonials.

Aliansi Laki-laki Baru dan Upaya Meredefinisi Peran Gender melalui Kampanye #KitaMulaiSekarang

<em><span lang="EN-US">Gender inequality has long been a central issue in global social discussions, and Indonesia is no exception. In many circumstances, working women are required to fulfill dual roles in society. On one hand, they are expected to contribute economically, but on the other, traditional expectations compel them to remain as household caretakers. This dual burden can be physically and mentally taxing. Fortunately, organizations like the New Men's Alliance are taking proactive steps to address this inequality. Through the #WeStartNow campaign, they aim to redefine gender roles in society, especially regarding domestic responsibilities. In this context, the research objective is to analyze how the New Men's Alliance, via their Instagram account @lakilakibaru, portrays and interprets gender equality. Specifically, the study focuses on how the visuals and narratives presented reflect the organization's views and aspirations concerning gender equality in Indonesia. The research method employed is Roland Barthes' semiotics, as it offers a deep analytical lens to comprehend the message conveyed by the #WeStartNow campaign. Based on the findings, the #WeStartNow campaign video depicts domestic work in a more positive light when performed by men. However, findings also suggest criticism that when men engage in domestic tasks, it seems more of a romantic gesture than a role-sharing with women, raising further questions about the campaign's effectiveness in genuinely raising awareness about gender equality</span></em>

60 Measuring an Emotional Impact of National CPR Campaign Videos using Realeyes™ Artificial Intelligence (AI)

60 Measuring an Emotional Impact of National CPR Campaign Videos using Realeyes™ Artificial Intelligence (AI)

Keep our mob safe

This paper examines how semiotic resources, including text, song, dance and visual imagery, are utilised in a COVID-19 public health outreach campaign to communicate to Aboriginal and Torres Strait Islander youth in the Australian state of New South Wales (NSW). Content analysis and multimodal critical discourse analysis are employed to study a corpus of multimodal videos with a visible, speaking social actor published between July 2020 and June 2022 on the official NSW Ministry of Health Facebook page (n=1010), including ‘Keep Our Mob Safe’ public health outreach campaign videos (n=38). The analysis focuses on the discursive representation and recontextualisation of social actors in order to ascertain who the state considers a ‘linguistic and cultural asset’, a term used in NSW language and health policies. The findings indicate that social actors use creative and transformational material processes and through their actions reveal covert language policy mechanisms.

Strategies to Promote COVID-19 Vaccinations in the United States. A Content Analysis of the „We Can Do This” Campaign Videos

In response to COVID-19 vaccine resistance, U.S. states implemented numerous incentives to increase vaccination rates. In addition to financial and non-cash prizes, COVID-19 vaccinations were also promoted through education campaigns. The aim of this article is to analyse the persuasive strategies used in the “We Can Do This” campaign videos to encourage vaccination uptake and examine whether these techniques were effective considering the research on COVID-19 vaccine messaging. The paper analysed 70 campaign videos from 2021 using quantitative and qualitative content analysis. The study found that the videos employed a range of effective persuasion strategies to promote COVID-19 vaccines. Differences and similarities between the most and least viewed spots were also explored.

Effects of media campaign videos on stigma and attitudes towards treatment seeking for alcohol use disorder: a randomized controlled study

BackgroundAlcohol Use Disorder (AUD) is one of the most stigmatized diagnosis, and stigma imposes a major barrier to treatment seeking. There is a need to develop interventions that can reduce stigma and increase treatment seeking. Little is known about the effects of video materials. The aim of this study was to investigate effects of different videos. The primary outcome was public stigma, and secondary outcomes were: self-stigma, and motivation to change own alcohol use; talking to someone else about their alcohol use; seeking information about AUD treatment or seeking AUD treatment.MethodsThis is a three-armed double blind randomized controlled study. The study included 655 Danish adults. Data was collected at a study webpage, and the survey could be completed anywhere with Internet access. After informed consent and completing baseline measures, participants were randomized, 1:1:1 ratio, to a video (video 1 n = 228; video 2 n = 198; video 3 n = 229). Video 1 and 2 have been used in a national mass media campaign and video 3 was recorded for use in the present study. Immediately after exposure, follow-up measures were completed. Outcomes were analyzed with mixed effects linear regression.ResultsIn total n = 616 completed follow-up (video 1 n = 215; video 2 n = 192; video 3 n = 209). Randomization to video 1 and 3 decreased public stigma measured with “Difference, Disdain & Blame Scales”, while video 2 increased stigma. Video 2 compared to 1: 2.262 (95% CI 1.155; 3.369) p < 0.001. Video 3 compared to 1: -0.082 (95% CI -1.170; 1.006) p = 0.882. Video 3 compared to 2: -2.344 (95% CI -3.455; -1.233) p = 0.882. All videos reduced motivation to change own alcohol use. Participants with hazardous alcohol use, were more sensitive to the different videos, compared to low-risk alcohol use. Video 2 decreased motivation to seek information about treatment. No effects were seen on motivation to seek treatment, motivation to talk to someone else or self-stigma.ConclusionsVideos can have an immediate effect on level of public stigma. Other types of interventions are needed to increase motivation and reduce self-stigma. To avoid adverse effects in future interventions, the use of theoretical frameworks and stakeholder involvement is emphasized.

Analysis of Burberry's Marketing Strategy

Over the past decade, digital marketing has become essential to an organization's market-ing strategy. As a leader in the luxury market, Burberry's digital marketing is the core part of its operation. It has successfully adopted digital marketing strategies to attract the younger generation. As a form of online marketing, it has enabled Burberry to build its brand image and revolutionize the marketing industry. The brand's digital marketing is re-flected in its product design, campaign videos, creative content, and choice of marketing channels. This paper analyzes Burberry's digital marketing strategy and provides sugges-tions for the luxury industry based on Burberry's analysis.

Protecting the future ‘Us’: a rhetoric-performative multimodal analysis of the polarising far-right YouTube campaign videos in Finland

The far right is active on social media, including YouTube for its outreach, community-building and mainstreaming of radical content. This article compares campaign videos of two distinct Finnish far-right parties. It develops a rhetoric-performative and multimodal analysis of audiovisual material and unveils how the contemporary Finnish far right articulates and performs affectively ‘us’ through counterhegemonic articulation on YouTube with connection to nostalgia, national war myths and misogyny. The analysis widens from the visual to the audio-visual dimension which enables the exploration of the formation of diverse signifiers and affective interpretations. Political actors refer to nationalist ideas in a way that can create and mainstream far-right ideology building on shared myths and even spread violent thoughts. Our analysis highlights the importance of spatial and temporal signifiers in the far-right meaning-making process.

An Evaluation of the Boys Do Cry Suicide Prevention Media Campaign on Twitter: Mixed Methods Approach.

In most countries, men are more likely to die by suicide than women. Adherence to dominant masculine norms, such as being self-reliant, is linked to suicide in men in Western cultures. We created a suicide prevention media campaign, "Boys Do Cry," designed to challenge the "self-reliance" norm and encourage help-seeking in men. A music video was at the core of the campaign, which was an adapted version of the "Boys Don't Cry" song from "The Cure." There is evidence that suicide prevention media campaigns can encourage help-seeking for mental health difficulties. We aimed to explore the reach, engagement, and themes of discussion prompted by the Boys Do Cry campaign on Twitter. We used Twitter analytics data to investigate the reach and engagement of the Boys Do Cry campaign, including analyzing the characteristics of tweets posted by the campaign's hosts. Throughout the campaign and immediately after, we also used Twitter data derived from the Twitter Application Programming Interface to analyze the tweeting patterns of users related to the campaign. In addition, we qualitatively analyzed the content of Boys Do Cry-related tweets during the campaign period. During the campaign, Twitter users saw the tweets posted by the hosts of the campaign a total of 140,650 times and engaged with its content a total of 4477 times. The 10 highest-performing tweets by the campaign hosts involved either a video or an image. Among the 10 highest-performing tweets, the first was one that included the campaign's core video; the second was a screenshot of the tweet posted by Robert Smith, the lead singer of The Cure, sharing the Boys Do Cry campaign's video and tagging the campaign's hosts. In addition, the pattern of Twitter activity for the campaign-related tweets was considerably higher during the campaign than in the immediate postcampaign period, with half of the activity occurring during the first week of the campaign when Robert Smith promoted the campaign. Some of the key topics of discussions prompted by the Boys Do Cry campaign on Twitter involved users supporting the campaign; referencing the original song, band, or lead singer; reiterating the campaign's messages; and having emotional responses to the campaign. This study demonstrates that a brief media campaign such as Boys Do Cry can achieve good reach and engagement and can prompt discussions on Twitter about masculinity and suicide. Such discussions may lead to greater awareness about the importance of seeking help and providing support to those with mental health difficulties. However, this study suggests that longer, more intensive campaigns may be needed in order to amplify and sustain these results.

디지털 격차와 사회적 약자

This study analyzes public service advertisements, public campaign videos, and digital care industry advertisement videos to identify the dominant perspective on the digital divide problem of the elderly and to explore the position and meaning of the elderly in digital technology discourse. According to the analysis, public advertisements/campaign texts for bridging the digital divide assume the elderly as the digital weak and the young as the digital strong, and there is a tendency to solve the problem of the digital weak through the practice of the digital strong. This aspect of representation requires reconsideration because it can lead to reinforcing and reproducing negative stereotypes such as dependence and passivity of the elderly. On the other hand, the elderly in advertisements for the digital care industry appear as images of digital users rather than digital weaklings, as users of AI care services. As a result of reproducing the daily life of the elderly with an artificial intelligence care robot, a difference was revealed in the use of digital technology by female seniors and male seniors. It was understood that the dual inequality factors of gender and age were reflected. In the advertisements analyzed, the elderly actively interacting with AI caring robots tended to highlight the digital inclusion of ICT companies that are considerate of the minority and the vulnerable, and digital technology appeared as a friend of the elderly in all texts.

‘No way. You will not make [insert country here] home’: Anti-asylum discursive transfer from Australia to Europe

This article analyses the ways Australia’s overseas ‘public information campaign’ on asylum based around the phrase ‘No way. You will not make Australia home’ has been adopted by far-right movements in Europe. Considering examples of anti-asylum online video campaigns and activism in a range of European countries, we note semiotic and discursive similarities with the Australian campaign. We discuss the implications of such discursive transfer from official Australian government policy to far-right campaigns promoting a blatantly racist agenda in Europe. We also consider the broader question of the fundamental challenge to international law inherent in the promulgation of information that denies the right to seek asylum in Refugee Convention signatory states.

Makna Kesetaraan Gender dagi Followers Instagram @wmnlyfe

&#x0D; The issue of gender equality is one of the issues that still often occurs, especially in Indonesia. One of the things that underlies this gender inequality occurs because of the inherent patriarchal culture which shows that men tend to hold greater power roles so that it indirectly degrades the existence of women. In order to be free from the oppressive patriarchal culture, men's participation is also considered necessary in an effort to increase public awareness about gender equality. The involvement of mass media, namely Instagram, is also able to play a considerable role in efforts to voice issues regarding gender equality. The research method used is a descriptive qualitative method with in-depth interviews with informants who are followers of @wmnlyfe. The results of this study will explain how individuals interpret gender equality contained in the campaign video "Women Can Be Safe Where" by relating it using the theory of social reality construction based on three dialectical stages, namely externalization, objectivation, and internalization. Through the "Women Can Be Safe Where" campaign published by @wmnlyfe's Instagram account, it can be said that the campaign video succeeded in conveying the meaning of gender equality to its followers. By promoting the values of equality, this account provides insight into the importance of respecting and respecting gender differences in society. &#x0D; Keywords: Gender Equality, Social Reality Construction, Meaning of Gender Equality, Instagram

Increasing knowledge about cognitive biases: An evaluation study of a radicalization prevention campaign targeted at European adolescents and young adults

ABSTRACT Confrontation with radical online content has been empirically linked to the facilitation of radicalization processes. Therefore, building a presence of information about potential prevention of radicalization through an online campaign may be particularly relevant to limit the activities and appeals of radical actors. In this study, we thus examine the effectiveness of campaign material focused on cognitive biases (i.e., when people's cognitive processes of information are systematically distorted). We test the success of the campaign material with respect to three campaign objectives: Building (1) knowledge about biases, (2) confidence to recognize biases, and (3) awareness and relevance of the issue. We conducted an online-experiment with adolescents (N = 223) comparing a control group (no exposure to the campaign material) to (A) a group that watched the developed campaign videos and (B) a group that watched the videos and took a self-assessment quiz. This comparison aims at testing how different levels of interactivity affect the three campaign objectives. The results suggest that the campaign materials increased knowledge about cognitive biases, but did not affect adolescents' confidence in recognizing biases and the perceived relevance of learning about biases.