Trade press
Journal Article
| Title: | Causes and the TV effect. (charity advertising) |
| Source: | Marketing; London [0025-3650] Curtis yr:1996 pg:25 |
The message of the ad is for Cure cancer Foundation and suggests that to fight cancer you need to be impatient, have courage, innovation and passion which are traits all young researchers have. The foundation is also drawing attention that the foundation gives 100% of its funding to young researchers which makes them a not for profit ad. The Ad was created by McCann with Media placement by UM and PBy Weber Shandwick on a pro-bono basis.
In the ad they use words such as 'we' and the words innvovative, courage, passion which all draw to peoples emotions and make them want to help these young people find the cure for cancer.
The print ad you can see a girl in a lab with the slogan "Patience is a virtue,Unless you have cancer" which draws to the fact that there isn't much time and we all need to do our part to help fight cancer as soon as possible.
The aim of the ad is to create awareness of cancer and the research that is needed to help find a cure. And it is also aiming to gain donators from the public who have seen the tv/print ad or heard the ad on the radio.
The ad has been placed in 3 different mediums to gain as much coverage to their potential people to donate to the charity.
The Journal article says that tv advertising of charities help build the charities brand which is the first step into finding donors. When These ads are placed Cure Cancer Australia have to make sure they place the ads accordingly to gain the right donors.
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