3. In today’s society, messages conveyed using mass media and social
media can be easily overlooked by audiences. Reach PR creates
obtrusive, thought-provoking and creative campaigns based on
research to avoid being lost among other messages. Research-
based messages provide our clients with accurate information when
selecting and targeting their target publics. Our firm works with
non-profit organizations to promote advocacy concerning
important issues facing the public and enhance people’s lives.
4. The Physicians Committee for Responsible Medicine (PCRM) released a
television advertisement in the Washington D.C. area featuring a cadaver
clutching a hamburger with the appearance of McDonald’s widely
recognized golden arches. Accompanied by the images was a play upon
McDonald’s slogan stating, “I was lovin’ it”. The nation’s capital’s high
obesity and number of fast-food restaurants made it the perfect target
audience for the advertisement. Although catching the attention of many,
the advertisement has caused McDonald’s to fire back in regards to the
scare tactic used to convey the message. The PCRM has the opportunity
to continue to challenge American citizens’ active role in their own
cardiovascular disease as well as high cholesterol, high blood pressure,
and heart attacks.
5.
6. In the U.S., fifty million people
are dependent on fast food and
over 110 billion dollars are spent
by Americans alone fore different
types of fast food.
According to Schlossers, parents
feel guilty about spending less
time with their kids so they spend
more money on them through
things like fast food.
The Center for Disease
Control and Prevention
states that over nine
million children, between
the ages of 6 and 19 are
either overweight or
obese.
A study showed that 46
percent of commuting
adults go to McDonald’s
on their way to work while
19 percent eat at Dunkin’
Donuts or Starbucks
7. According to a study, on average, 40.4
percent of college students ate at a fast
food restaurant three to four times a
week.
College students spend anywhere from
$484 to $640 on fast food each
academic year.
About 60 million American adults are
classified as being obese with another
127 million being overweight.
8. The PCRM’s goal is to decrease health problems associated with
fast-food consumption in Americans within 12 months by
presenting the public with facts and information.
9. Raise awareness of
individuals’ own role in
their cardiovascular
disease as well as high
cholesterol, high blood
pressure, obesity, and
heart attacks
Plan and implement a 12-month mass media campaign using
advertisements similar to the “I was lovin’ it” commercials to
demonstrate fast-food’s affect on the human body through
shocking and fear-enticing messages.
10. Obtain $500,000 from donations in our Fresh Tour campaign.
Create a six month nation-wide social
marketing campaign to engage all
American citizens through direct
interaction focusing on delivering relevant
information and facts.
11. Parents
Parents are perceived as role models for their children.
When they participate in unhealthy eating habits, children
are more likely to develop the same behavior from a
young age. Additionally, parents often seek fast-food in
order to satisfy picky children and receive gratitude. This
key public can be reached by providing information on
the high rates of childhood obesity and the disturbing
nutritional value of fast-food meals. Parents that are
well-informed of the risks from feeding their children
fast-food will seek alternative methods to satisfy their
children’s hunger.
12. Working Class
Working class American diets are enticed meals
that are fast, cheap and convenient. They desire
food that can prepared fast because of heavy
working schedules and lack of energy to prepare
meals after a long day’s work. Low wages or
salaries are also a factor when the working class
considers fast-food because it costs less than
buying separate items to prepare a meal from the
grocery store. Highly populated areas have a large
quantity of fast-food restaurants which makes
them a convenient choice when considering meal
options.
13. Students
Busy high-school and college students represent a key
public for this campaign because they usually prefer a
quick meal as opposed to cooking one. Next, the
amount of fast food restaurants located on college
campuses throughout the nation is significant. Also,
students are influenced by their peers and feel
compelled to follow suit when they’re friends eat fast
food for meals.
14. Individuals who are have a high risk of developing
heart-related conditions
People prone to developing heart-related conditions
and also consume fast food are key publics. Eating
fast food has been a habit for decades and it is
difficult to discontinue behavior that has been
developed throughout a lifetime. By advocating the
risks of eating fast food on an individual’s health
using scare tactics as a preventative measure. Health
officials, physicians, family members and other
individuals with similar high risks of heart problems
serve as the primary influential's on this public.
15. Supply print and television advertisements providing
information on the high rates of childhood obesity and the
disturbing nutritional value of fast food meals to Medical
Professionals, Medical Facilities, Schools, and Teachers will
specifically reach parents.
16. The FRESH Tour involving health
officials, physicians, and influential
public figures, traveling to the nation’s
major cities will be employed to reach
all key publics.
To obtain $500,000 in donations from
attendees at the FRESH Tour
17. America’s working class will be reached using outdoor
advertising that can be seen traveling to and from work,
the Internet and mass media advertisements.
18. Mass media advertisements and print advertisements giving
facts and information on the affects fast food consumption has
on their individual health will be employed to reach Americans
with a high risk of developing heart conditions.
19. Provide information on the health risks and consequences of
an unhealthy diet in a college environment through print
media, television, and social media. Also, create awareness of
prevention methods to these risks and consequences through
the same media channels.
