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• Using the pulsing method, as its best for the Eating Disorders Awareness Campaign.

Eating Disorders Awareness Campaign

Objectives:

Target Audience:

Overview of the Topic.

IMC Objectives:

Statement of

Current Problem

We have two main IMC objectives to reach by the end of 2014:

- Encourage around 20% of our young female target audience to take our action plan.

- Change the attitude towards eating disorders through traditional as well as nontraditional methods.

Young Females & Parents

Geographic:

- We're targeting people in Cairo.

Communication Objectives:

Demographic:

- Young women from the ages

of 16 to 25 years old.

- A and B classes.

We also have two main Communication objectives to reach by the end of 2014:

- To grab 35% of our target audience’s attention to Eating Disorders.

- Educate 20% of our target audience about the disorder’s and its symptoms 2014.

- Open minded and Outgoing.

Psychographics:

Logo & Slogan

Alternative Media

- Go to different schools to spread awareness about eating

disorders.

Anorexia Nervosa

Radio Ad

Radio ADS

Binge Eating Disorder

Radio Ad

- Go to gym's and give classes about how to meditate and love

your body.

Bulimia Nervosa

Radio Ad

- With the new scale that measures body fat, calories and muscles; we will go to the mall and let people try it and aware them about the disorders.

Pre-Production Testing

Flow Chart

Placement

Print ADS

Binge Eating Disorder Print Ad

Bulimia Nervosa Print Ad

Anorexia Nervosa Print Ad

Public Relations

Campaign

Big Unifying Idea

- We are going to use symbolism in our ads a metaphor of the effects of Anorexia Nervosa, Bulimia Nervosa, and Binge Eating Disorder. Using those metaphors is a very effective way to show the fear appeal in our ads.

social Media

Twitter

Facebook

Post-Production Testing

TV ADS

Thank You

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