Social Awarness
campaign
Teen Pregnancy
By New York City Human Resources Administration
Hypothesis
• Social awareness campaigns should raise the public’s
consciousness regarding social behaviors.
• Educate
• They should convey the message in an understandable
manner for their specific audience.
• They should not offend any social cathegory.
“NotNow” awareness campaign
• Author: New York City Human Resources Administration.
• Medium: Print
Analysis
• Copy + argumentation techniques; Negativity vs. Positivity
• Eploitation of stereotypes and myths: poverty and education,
gender stereotypes;
• Legal and ethical approach;
• How efficient was the campaign?
• Was the message received by the right category?
• Harm vs benefit;
• Is there no bad publicity?
• What would have been a supererogatory acts in this situation?
• What do you think is the best technique for awareness
raising? Which emotions should they appeal to?
• What other approaches can I use?