Date

2014

Department

Communication Studies

Degree

Master of Arts (MA)

Chair

Angela Widgeon

Keywords

Cause related campaigns, Facets of Effects Model, Persuasion Matrix, Social marketing, Tap Project, UNICEF

Disciplines

Advertising and Promotion Management | Broadcast and Video Studies | Communication | Marketing | Mass Communication | Public Relations and Advertising | Social Influence and Political Communication | Social Media

Abstract

This study analyzes the persuasive techniques utilized by UNICEF's Tap Project. This water related campaign began in 2007 and since then has created four themes. These themes are: Dine out, Celebrity Tap, Facebook Push and Cellphone Challenge. The study finds that the videos employed by the Tap Project portray all six Facets of Effects. However, their usage was based on the message that was being delivered. That said, not all videos utilized all of the facets. This implies that an advertisement need not necessarily use all six Facets of Effects to be successful. The facet of association however, stood out to be the key facet in all of the videos analyzed. The consistent use of images, tagline, and logo created brand awareness and in this case campaign awareness. UNICEF's advertisements for the Tap Project demonstrate the persuasive power of using different facets of effects. Other non-profit organizations can learn from their success how and when to strategically utilize facets of effects in campaigns.