Creative Strategies and Their Contribution to Social Consciousness in Social Responsibility Campaigns: A Course Model Proposal

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• 作者：Incilay Yurdakul ; ^{incilay@hacettepe.edu.tr}
• 关键词：Social responsibility ; non-goverment society ; media ; advertising ; creativity ; innovation
• 刊名：Procedia - Social and Behavioral Sciences
• 出版年：2012
• 出版时间：2012
• 年：2012
• 卷：46
• 期：Complete
• 页码：5573-5580
• 全文大小：837 K

文摘

Social responsibility campaigns as an approach to overcome accumulated social problems in the globalizing world will be examined from various aspects. Printed Media, mass media, electronic media will be explored in terms of their limitations and potentials. Problems/Issues identified in social responsibility campaigns, which have been the subject of both formal and informal communication and advertisement, will be analyzed from the aspects of design, creative strategy, target audience determination, processes, and results. Awareness phase in the social responsibility campaigns realized with the cooperation of advertising agencies and public and private sectors and non-governmental organisations will be examined in terms of problem determination, creative ideas, creative strategic design processes, solution suggestions, its reflection to the society, creating consciousness phase and its implications. Themes chosen in social responsibility campaigns are global warming, women's rights, dimensions of domestic and social violence, preservation of nature and environment, education of girls, etc.