love out loud campaign

Slide 2: 

Introduction Persuasion project

Slide 4: 

- Enrolled at Phrakanhong area. - Now have about 50 children Aims to find compassionate of people who willing to support their effort of bringing children with life threatening illnesses their fondest wish Many supporter and Thai people are giving a hand to help those children to walk through the difficult ways bravely. Profile

Slide 5: 

The goal of Wishing well foundation To manage the activities that can fulfill the dream of children To support the activities in the last period of time To support the activities that can grow value for children To help the family who loses their children from the disease To support the experiment research and educate people about blood disease and cancer in children

Slide 6: 

Persuasion How our project involves persuasion (5 components) Symbolic process Attempt to influence Persuade themselves Transmission of a message Free choice

Slide 7: 

Project Design

Slide 8: 

Planning and Deciding What kind of project? Petition V.S. Donation Foundation List of many interesting foundations Wishing Well Foundation (มูลนิธิสายธารแห่งความหวัง) Children with last stage of cancer Help fulfill their dreams Make their last wish comes true Encourage kindhearted for everyone

Slide 9: 

Planning and Deciding Our goal: Persuade people to donate to the children Foster caring and sharing Theme Valentine’s day February is the month of love! Sharing love You have your hopes and dreams, they have theirs. Let’s make it happens.

Slide 11: 

Planning and Deciding The project LOL: Love Out Loud Sell yoghurt-strawberry smoothie Pricing Normal = ฿20 Extra love (plus donation) = ฿30 Able to track number of glasses sold with extra love price Able to determine the effectiveness of our persuasion message

Slide 14: 

Preparation Allocate tasks Contact strawberry-yoghurt smoothie shop Get approval for location Inform the foundation about the project and the use of its name Design the stand Prepare the decorations Location Friday flea market near Sa-La-Pra-Keaw High traffic

Slide 16: 

Implementation Set Up Location Boot Posters Signs Ingredients

Slide 17: 

2.Persuasion Techniques Posters - We use the posters as the main persuasion. - The one that states our campaign name ‘LOL=Love Out Loud’ attracts people’s interest. - The one that contains all pictures and information about our campaign acknowledges people of our main goal.

Slide 20: 

Countdown Sign - It is made in order to let people know how many drink we already sold. The design and decoration are correlated with the main posters. 2.Persuasion Techniques

Slide 22: 

The way we ‘SHOUT’ !!! (◕‿◕) - We frequently shout: “ Buy our drink to help donating for children who are suffering the last stage cancer in The Wishing Well organization.” “The cost for normal drink is 20 baht but if you want to help these children, pay only 10 baht more.” “ Our target number of drink sell today is 400 glasses.” 2.Persuasion Techniques

Slide 24: 

Distinctions Price for donation 30 baht / drink Price for non-donation -20 baht / drink

Slide 25: 

Results Donation: This means we SUCCESSFULLY persuade people to donate for children in The Wishing Well organization. Non-donation: This means we CANNOT persuade people to donate their money for children in The Wishing Well organization.

Slide 27: 

Aristotle explores the three main ingredients of persuasion : Ethos (The nature of the communicator) Pathos (emotional state of the audience) Logos (message arguments) However, persuasion demands Ethics =not to treat audience as means to the persuader’s end

Ethos(The nature of communicators) : 

Ethos(The nature of communicators)

Yale’s Attitude Change Approach : 

Yale’s Attitude Change Approach Impacts on many factors on persuasion Source Message Channel Receiver variable Ethos-Quality of persuader

The Hovland Paradigm : 

The Hovland Paradigm Communication Message Learning  Attitude Change Source Factors Expertise Trustworthiness Likability Yale’s Attitude Change Approach Message Factors Audience Factors

Three fundamental communicator characteristics : 

Three fundamental communicator characteristics Credibility Authority Social attractiveness We believed that we have possessed two characteristics out of three which are credibility and social attractiveness.

Credibility : 

Credibility Expertise We had studied thoroughly on both the foundation and the strawberry yoghurt frappe supplier before starting our project Trustworthiness We wore student uniform while selling to ensure trust from customers that their money will surely arrive to the children. Goodwill We displayed the pictures of Wishing Well children the project detail board to clarify our objective that we are concerned about them

Knowledge Bias : 

Knowledge Bias Chula students may be perceived as well-to-do and nonchalant Selling drinks in a market disconfirmed people’s expectation about us.

Social Attractiveness : 

Social Attractiveness Likability We always smile to make the customers like us. Similarity Chula students  of the same age, wearing the same uniform Physical attractiveness Peung, Kanya Leenutapong Pukky, Narissara Chiraguna

Pathos (Emotional state of the audience) : 

Pathos (Emotional state of the audience)

Slide 36: 

Target audience  Undergraduates, professors, and other member of staffs or seller who walk pass the area. Chula students would have positive attitude toward donation and would be easily persuaded.

Slide 40: 

Attitudes, Values, Beliefs = The attitude is a learned, global, evaluation of an object, person, place, or issue that influence thought and action.  Good attitude toward strawberry, fruit juice, or cold drinks  Or positive attitude toward donation = Values are guiding principle of life or conceptions of the desirable means and ends of action.  If a person holds value that eating fruits will make his/her lives healthy, he/she is more likely to buy our product.  A positive value toward helping people, should result in purchasing the product. = Beliefs are cognitions about the world.  Someone may have a belief that buying a cup of strawberry juice may help some kids.

Slide 43: 

Structure of Attitudes The three structures of attitudes: cognitive, affective, and behavioral. Cognitive component deals with believing part. Affective component is about feeling part Behavioral component deals with doing part.

Slide 44: 

Affective Component  Strawberry referred to “love” and symbolized through project named “LOL: Love out loud”  The campaigned launched during Valentine’s month  Related the word love to charity; by buying the symbol of love, you will directly and indirectly send your care and your love to those kids of Wishing Well foundation This period of the year people will be easily aroused by the love atmosphere. Arouse the feeling of giving

Slide 45: 

= “Elaboration Likelihood Model”, model of how people process communication in two distinct ways, central route and peripheral route. = The central route : individuals carefully evaluate message argument.  Carefully evaluated the messages that explain the detail about the project on the sign that we put up = Peripheral route proposed that people examine the message quickly or focus  Judged by communicator’s physical appeal, Kanya Leenutapong,  Think of us, as reliable source as we were wearing proper Chula uniform  Pretty signs, nicely decorated booth Motivation  Elaboration Likelihood Model

Slide 47: 

Motivation and ability.  The distractions from hectic and hot whether, limit people’s ability to process centrally. Attitude and behavior:  The key variables in attitude-behavior relationship are aspect of situation, characteristic of a person, quality of the attitude.  Situational factors: norm is an individual’s belief about the appropriate behavior in a situation and roles are parts we perform in everyday life such as student, child, parent and friend.

Slide 48: 

people donate according to their norms; didn’t want to violate social expectation in contributing to the less fortunate. Self-monitoring: High self-monitors they choose to do the socially correct thing, to give donation. Low self-monitors contribute not because they thing it is a socially correct thing to do but wanted to donate from their heart or choose not to donate at all

Logos(Qualities of Message) : 

Logos(Qualities of Message)

Our persuasive messages were framed based on three approaches: : 

Our persuasive messages were framed based on three approaches: Accessibility Theory Cognitive Response Approach Elaboration Likelihood Model (ELM)

Accessibility Theory : 

Accessibility Theory Developed by Russ Fazio attitudes will predict behaviorif they can be activated from memory at the time of a decision  if a person is in touch with his or her attitudes, he or she will act on them

How it is applied to LOL: Love Out Loud Campaign : 

How it is applied to LOL: Love Out Loud Campaign “Love Out Loud” concept  essence of the Month of Love Trigger target audiences’ memory of Valentine’s Day blissful feeling of love and care Attitudes toward sharing and spreading out love  highly probable that they will donate

Cognitive Response Approach : 

Cognitive Response Approach an individual’s own mental reactions to a message play a critical role in the persuasion process (typically a more important role than the message itself)

Cognitive Response Approach : 

Cognitive Response Approach Includes: Proarguments thoughts favorable to position advocated in message Counterarguments  thoughts that criticize message If communicator is successful in inducing audience to generate favorable cognitive responses persuasion occurs

Cognitive Response Approach : 

Cognitive Response Approach Also explains an off-beat persuasion effect called “distraction”  distracting people from paying attention to message they might disagree  facilitates persuasion by blocking the dominant cognitive response to a message  not the distraction from the message, but the distraction from individual’s own arguments regarding the message

How it is applied to LOL: Love Out Loud Campaign : 

How it is applied to LOL: Love Out Loud Campaign Distraction Hypothesis: Signs asking for donations  people don’t care / feel annoyed = less likely to contribute Strawberry yoghurt smoothies  divert target’s attention from the act of solely making donations  incentive / complementary benefit = makes people more willing to donate

Elaboration Likelihood Model (ELM) : 

Elaboration Likelihood Model (ELM) Dual-process model by Richard E. Petty& John T. Cacioppo two different processes by which communications affect attitudes = suggests that people process message through one of two routes: - Central Route&Peripheral Route

Elaboration Likelihood Model (ELM) : 

Elaboration Likelihood Model (ELM) Central Route: Requires cognitive elaboration ability and willingness to think, analyze, and carefully evaluate message content Self-persuasion  processed information will be related to individual’s values = if message evokes supportive thoughts, individual will move towards the position

Elaboration Likelihood Model (ELM) : 

Elaboration Likelihood Model (ELM) Peripheral Route: Superficial processing individual is either unable or unwilling to do the cognitive work required to carefully review message content Rely on simple cues  take factors surrounding message as basis for decision making (ie. Communicator’s physical appeals or pleasant surrounding atmosphere)

How it is applied to LOL: Love Out Loud Campaign : 

How it is applied to LOL: Love Out Loud Campaign Central Route To influence cognitive thinkers: = Back up campaign with signs indicating solid details about Wishing Well Foundation, its function, and the objectives we aim to reach  serve as strong and convincing supporting arguments to induce compliance

How it is applied to LOL: Love Out Loud Campaign : 

How it is applied to LOL: Love Out Loud Campaign Peripheral Route Context of the communication plays a crucial role: CU uniform  trustworthy & non-deceptive appearance Images of children with cancer  set off sympathetic feelings Classical conditioning  juxtaposing “neutral product” (act of donating) to “image with positive feeling” (Month of Love) = spread the love by making donations

Slide 66: 

Conclusion

Slide 67: 

ใส่slide show ของฝนด้า

Slide 69: 

Thank Youu