Press Release Package

 

         

Group #1

Topic: Race

 

            Our assigned group topic was race. To narrow down this subject, our group decided to focus on the racist logos specifically found in the food industry. We created jams based off Aunt Jemima, Pop Chips, Land of Lakes, Hello Kitty, and Jose Pepper's.

            We decided to focus on the younger generation as the main audience. They have taken more of a racially conscious attitude. In order to reach out and connect with students and teenagers, we plan to create a variety of social media sites. This includes Twitter, Instagram, Facebook, and other racially conscious websites. Also, we would create the hashtag of #EndRacistAds in order to connect viewers with each other.  Our group would also allow the audience to become involved and create jams of their own.

            To start out, we would create our own memes. However, we do not want to be the only voice heard. Rather, we would encourage our followers to create and spread their own memes.  By allowing our audience to get involved we are promoting our message to be spread further.  This also helps connect the younger generation, our target audience, to our message and purpose.

            A potential outlet for our ad campaign could be BuzzFeed, The Nation, and Mother Jones.  Some of our ads might appear alongside an article about racism in advertising, especially food advertisements.  We would send our altered images alongside the original images to highlight the absurdity and mock the offensive nature of the advertisements. Our campaign ads might also appear in a BuzzFeed article about racist food advertisements or ads that misrepresent groups of people.  We would also count on our ads to be circulated through social media sites many times in order to spread our message.  If our ads were posted to social media sites like Facebook and Twitter they could be shared and retweeted many times until they hopefully become viral.

            We would want to explain to our bosses and owners about how the younger generation is more racially conscious. Young people want to abolish racism and they are willing to share images to their friends and peers if they are funny and absurd. We could convince them of our idea by using focus groups of teenagers to see how our target audience will react.  This is an issue of importance that is relatively unknown to many people, we would argue that it is important to get our message out to people, especially the younger generation.

            We would use our original culture jam visuals as a basis for the campaign. As we said before, we will be accepting others own memes that they create. By including our audience in our campaign, we could create and spread an endless amount of jams that could potentially end racism in the food industry.