Gina Brisson, Ivy Cartagena,

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The Dangers of Online Sexual Exploitation
Gina Brisson, Ivy Cartagena, Allison
DAlessandro, Jessica Delguercio, Irene Guevera,
and Tracy Ronquillo
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Persuasion

• Larsons definition of persuasion
• The process of co-creating a state of
  identification

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Need for Campaign

• Children fall victim to child pornography and
  pedophiles on the Internet.
• The Internet serves as a medium for stalkers and
  sexual predators and allows complete strangers
  into the home.
• Parents do not take the extra precautions
  necessary to ensure that their children are safe
  when using the Internet.
• 75 of adults are unaware of their childrens
  online activities.
• 1 out of 5 children are sexually solicited
  online.
• from the U.S. Department of Justice,
  2001

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Literature Review

• There are several theories that campaign
  promoters apply to persuade certain audiences.
• It is important to reach specific target
  audiences with targeted messages.
• There are various types of appeals to reach
  certain audiences.
• Using various types of media or channels to reach
  target audiences is effective.
• The composition of PSAs is integral to a
  campaigns effectiveness.
• Lacking specifics in a campaign will ensure a
  campaigns failure.

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Literature Review - Persuasion Theories

• Social Cognitive Theory
• People should have the confidence that they can
  perform a suggestive behavior that the costs of
  the behavior are outweighed by the benefits.
• Ex The Study of Public Health Mass Media
  Campaigns (2004).
• Successful because people were convinced to
  change their behavior because of its benefits.

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Literature Review Target Audiences

• If there is no target audience the message will
  be lost and no persuasion will occur.
• Ex In an Anti-Drug Campaign that targeted two
  different races (Caucasian and African-American)
• it was seen that one channel (computer-based
  PSAs) was more effective for Caucasians than for
  African-Americans.

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Literature Review Various Appeals

• To reach certain audiences, different appeals are
  used.
• Study of adolescent response to Anti-Drug PSAs
  (1996)
• Fear Appeals - Find that higher levels of threat
  are the most effective.
• MESH Project Campaign (2004), which promoted
  expansion of self help group participation.
• Used Maslows Belongingness appeal. People who
  come together to share their problems feel
  closeness.

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Literature Review Variety of Channels

• Due to technology increases, there are more
  channels to expose the message.
• Driving Less For Better Air Campaign (2003).
• Nontraditional Channel - electronic highway signs
  to drivers.
• High Risk Drinking Among College Students (2002).
• Traditional Channel - Flyers, posters, the
  college newspaper, and use of e-mail caught the
  attention of college students the most.

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Literature Review - Composition

• To aesthetically enhance the effectiveness of a
  campaign, slogans, logos, and jingles are used.
• Creates identification and makes the message
  sticky.
• Skin Cancer Reduction Campaign (2005).
• Slogan Fry now, pay later used as a fear
  appeal.

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Literature Review - Lacking specifics

• Without adequate information and organized
  planning the campaign is doomed to fail.
• Education Now and Babies Later Campaign (1997).
• Objectives not visibly articulated which led to
  confusion among target audience.
• Message was not timed properly and not sent when
  action should be taken.
• High Risk Drinking Among College Students (2002).
• Flawed in design and execution of ads.

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Critical Analysis of a CampaignOnline
Sexploitation (2003)

• Target Audience parents of children under 18,
  particularly girls
• Objective Increase parent-child communication
  and inform them of the necessary steps to protect
  against online sexual exploitation.
• Goal To decrease the number of sexually
  solicited children online and create awareness of
  the organization to parents.

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Critical Analysis of a CampaignOnline
Sexploitation (2003)

• YALE Model
• IDENTIFICATION
• LEGITIMACY
• PARTICIPATION
• PENETRATION
• DISTRIBUTION

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Critical Analysis of a CampaignOnline
Sexploitation (2003)

• IDENTIFICATION
• Consistent use of statistic (1 in 5 children are
  sexually solicited online.)
• Slogan Help Delete Online Predators
• Color Coding ads are in muted colors (blue,
  gray)
• Graphics consistent placement of organization
  logos in corners of ads

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Critical Analysis of a CampaignOnline
Sexploitation (2003)

• LEGITIMACY
• Spokesperson Jamie Lee Curtis
• Partnership with the National Center for Missing
  and Exploited Children

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Critical Analysis of a CampaignOnline
Sexploitation (2003)

• PARTICIPATION
• All ads encourage to go to web site
  www.cybertipline.com
• Interactive games on web site
• Encourage parents to spread the word about
  campaign through free paraphernalia. (i.e. video,
  brochure)

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Critical Analysis of a CampaignOnline
Sexploitation (2003)

• PENETRATION
• Studies are still ongoing.
• DISTRIBUTION
• Has not reached this point.

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Critical Analysis of a CampaignOnline
Sexploitation (2003)

• Narrative Theory analysis of print ad
• Behavior can be understood through a story or
  drama.
• Successful if reliable and coherent.
• Semantics of Commercials
• Archetypal metaphors dark images that symbolize
  eeriness and desolation

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Ethics of Online Sexploitation

• No propaganda, everything is based on research,
  facts and statistics
• People have an option to implement ideas from the
  campaign into their lifestyle.
• Carries a sincere message with good intentions.

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Campaign Rationale

• Campaign E-wareness
• Slogan Keep Every Youth Safe (KEYS)
• Concept based on statistic that 75 of parents
  are unaware of their childs online activities
• Goal Increase parents awareness of childs
  online activities and create parent-child
  interaction.

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Yale Model

• Identification
• E-Wareness logo, K.E.Y.S. Slogan
• Legitimacy
• Statistics
• Participation
• T-Shirts, Mouse Pads, Mugs, Eye masks, Post-its
• Penetration
• Through school PTA meetings, Back to School
  Nights, Newsletters
• Distribution
• Spokespeople and Sponsorships

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Target Audience

• Demographics
• Average AgeParents and/or guardians of children
  ages 8-18
• Social Class Lower Middle to Upper Middle Class
• Gender Male and Female
• Family Size at least 1 child

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Target Audience

• Sociographics
• Tri-state area campaign with a national
  expectancy.
• Market segment Professionals/Non-Professionals
  that live in suburbs with children ages 8-18

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Target Audience

• Psychographics (VALS Model)
• Outer-Directed Consumers
• Makes up 67 of marketplace
• Belongers family oriented, traditional, blue
  collar workers (non-professionals)
• Achievers excellent incomes, live in suburbs,
  tend to be leaders in politics, business, and
  community activities (professionals)

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Target Audience

• Motivations
• Maslow safety and security needs
• Packard emotional security

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Target Audience

• Projections (Diffusion of Innovation)
• Right Now Early Adapter Stage
• Within next 3 years projected national
  recognition
• John Walsh (Americas Most Wanted) as
  spokesperson in the future.

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Aristotles Appeal Proofs

• Ethos (Credibility)
• Statistics
• National Center for Missing Exploited Children
• Pathos (Emotional)
• Fear Appeals

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Images Myths

• Gender Myths
• The mother figure cleans, reads Cooking Light
• Father figure sits and reads the newspaper.
• Race Myths
• Use of Caucasian family as the average suburban
  household.

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Positioning of print PSA

• Magazines Regional Ads in O, The Oprah
  Magazine, More, Redbook, GQ, Time, Newsweek,
  Star, People, Cooking Light, Fortune, Business
  Week
• Regional Daily Newspapers The Star Ledger, The
  Record, Herald News, The New York Times, The Wall
  Street Journal

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Positioning of TV Commercials

• Network TV
• Dr. Phil
• Oprah
• Cable TV (CNN, MSNBC, NJN, NICK, TVLAND)
• Morning News Programs
• Evening News Programs

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Positioning of Radio PSA

• AM Radio (1010 WINS, News Radio, National Public
  Radio)
• FM Radio (Morning shows)
• Parenting Shows

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Campaign Strategies Tactics

• Intensifying own good
• Repetition
• Composition

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Dimensions

• Functional
• Simple Sentences
• Are you one of them?
• K.E.Y.S.-(Keep every youth safe)
• Semantics and Thematics
• Word Choice- Become E-Ware.

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Persuasive Theory

• Yale Attitude Change Theory
• Attention
• Comprehension
• Acceptance
• Retention
• Action

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