Advertising Campaign on Carbon Footprint Reduction

Fang, Yuan B014249 Shuting, Li B017180 Min, Duan B014342 Chang, Zhang B027731

Table of Content 1. Introduction 1 2. Background 1 3. Communication Objectives 1 4. Target Audience Segmentation 2 5. Media Planning and Selection 3 6. Communication Budget 4 7. Promotion Strategy 5 a. Outdoor 5 b. Internet 7 8. Evaluation 9 9. Conclusion 10

1. Introduction
With the increasing impact of greenhouse gas emissions as well as people’s awareness of protecting the living environment, our group decides to launch a campaign aiming at mobilizing people to reduce the emission of their carbon footprint on their own efforts. The core message of our campaign is to arouse the college students in Loughborough to strive their own effort to minimize the output of greenhouse gas in their daily life mainly through battery recycle, furthermore, to help spread the environmental consciousness to more citizens. The paper illustrates the core strategy of our advertising campaign, including our communication objectives, target audience, the budget, and media types to conduct the advertisement as well as the evaluation of the campaign. We are confident that via a dedicated implementation and control of the communication process, this advertising campaign will be a success not only in motivating people to reduce the carbon dioxide, but also in collecting people’s concentrated efforts to protect the environment we live by.

2. Background
The emission of greenhouse gases could be the most severe environmental issue to deal with. Since the advent of human-caused release of carbon dioxide tended to increase the concentration of