Digital Communication Assignment 4

Nowadays there a lot of different media platforms/digital devices that are specialized in helping organizations in getting to know better and involving more their target audiences. Here are some digital devices UNICEF is using or could use to reach out to a younger crowd and to bring more people to join UNICEF project wise.

First source: Instagram

Instagram is a social media platform which brings people together. The users of this app share pictures, videos, interests and experiences with other Instagram users. They can comment, like and share the content on this social media platform and therefor many organisations are using this platform to evaluate their target audiences. UNICEF is currently using Instagram and by using it they can see who is interested in their organisation, who participated in projects and what they could improve for the future.

Second source: SurveyMonkey

SurveyMonkey is a social media platform that UNICEF could use to get informations, advices and to discover what could possibly attract their target audience even more. This platform is used to create surveys and to get answers really quickly. You can create any types of surveys with this platform from "simple to sophisticated" (source SurveyMonkey)

Third source: UNICEF photography app

UNICEF created their own app where they are showing their progress, success and efforts in the outside world (advance children’s rights to health, development, education and protection). The users of this app can share the posts of UNICEF on other media platforms for example on Facebook, Twitter etc. With this app they can trigger the attention on their projects and it increases the number of participants in their projects. (UNICEF photography app SHORT VIDEO)

Relation to key issue?

The key issue of UNICEF is to reach a younger target audience and to get them more involved in their projects. UNICEF has a big number of projects that they are trying to promote in the goal to get more volunteers. With these digital devices they could find out what the target audience likes, wants and what attracts them. After gathering this information they could create a various number of efficient posts that would make the target audience join their projects even more. These devices also provide with UNICEF great feedback for the future.

Digital writing skills assignment 4

Subject: Ensure that children with disabilities are more integrated into our society nowadays with a new project.

Facebook:

Would you also reject your child if it had disabilities? No. UNICEF is fighting against the discrimination of children with disabilities. There are at least 93 millions children with disabilities who are discriminated in their society on a regular daily basis. Help UNICEF to fight against this injustice by liking and sharing this post. "Every child should get a fair chance in life".

Goal? raise awareness, gain more support

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Instagram:

"Children with disabilities are one of the most marginalized and excluded groups in society. Facing daily discrimination in the form of negative attitudes, lack of adequate policies and legislation, they are effectively barred from realizing their rights to healthcare, education, and even survival." Support our new project concerning helping children with disabilities by posting a selfie of you with the hashtag: #UNICEFhelpsChildren 

Goal? Raise awareness, involve customers/community, gain more support and enlarge the target audience

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Twitter:

We are fighting against the discrimination of the children with disabilities. It is not acceptable that nowadays children who haven't had a fair chance in life are still excluded from our society. We are starting a new project concerning this issue. Feel free to join and let us know what you think about it on the comment section below! #UNICEFhelpsChildren

Goal? Raise awareness, create a discussion, collecting feedback, gaining new supporters

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LinkedIn:

"UNICEF vision is to build a world where every child can grow up healthy, protected from harm and educated, so they can reach their full potential." This means we also fight against the discrimination of children with disabilities. We are happy to announce that we have a new project coming up soon. This project consist of protecting children with disabilities and giving them a fair start in life. Come help and support us! The more we are, the better it is!

Goal? Gaining support, gaining respect, raise awareness, collecting new volunteers

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Sources:

http://www.unicef.org/disabilities/

https://www.google.nl/search?q=unicef+child+disability&biw=1670&bih=812&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjcsOXirYzNAhVLLsAKHczqD5EQ_AUIBigB#imgrc=Dqn-vfqmfcd2dM%3A

Digital communication, assignment 3

What would I change in terms of behavior?

UNICEF is doing already a great job in terms of marketing and enlarging their target audience. This charity is one of the oldest and well-known charity in the world. They are famous for their credibility, for their efforts and of course for their success.

Something the charity could improve is to get more people/volunteers involved in their projects. Why? UNICEF is a very famous and engaged charity. They are a NGO organization, which means that they don't get money. Therefor it is very hard for them to get people, involved in their projects because they can't give anything in return. The question is now: How might we bring more people to join/help UNICEF?


I came up with two persuasion techniques that could may answer the question.

1. Persuasion technique: Authority

"Authority refers to the perceived social position an individual or organisation has in a society, or the recognized expertise someone has in a area of academic knowledge or professional context." (Andrews Van Leeuwen and Van Baaren, Hidden Persuasion, 2013, pp 144)

Authority is a persuasion technique which triggers compliance and obedience with the use of people or symbols that signify legitimate authority.

In our context, UNICEF could use this specific technique by creating an advertising with an internationally respected celebrity. People in our society are strongly influenced by celebrities in their everyday life. For example if UNICEF can bring a celebrity to join their project (which their will surely accept) and after they only have to create a short clip with the celebrity and put it online. More people will be tempt to join/help UNICEF. The celebrity will become more or less a role model in the eyes of the target audience.

Advantages:

• Depending on the celebrity, different target audiences can be targeted.
• It won't cost a lot because the celebrity will realize that it is for a good cause and that this add will enhance his image towards the public.
• It will maybe lead other celebrities to join or donate money to UNICEF.

Disadvantages:

• It will take time to create.
• It has to be a celebrity that is internationally known and most importantly, respected.

                                                                    source picture

Here we can see the actor Orlando Bloom helping out in a refugees camp in Syria for UNICEF.

2. Persuasion technique: Reciprocity

Reciprocity is a persuasion technique which consist of the creation of the obligation that if you receive a gift you have the social pressure to return it.

"Reciprocity works due to social norms - rules that were imprinted from when we were young about how we treat others in our society. Because of this, returning a favour has become a symbol of building mutual understanding and trust." (Andrews Van Leeuwen and Van Baaren, Hidden Persuasion, 2013, pp130).

UNICEF could use this technique by offering some give-aways for example, T-Shirts, food, bags etc to the target audience and the target audience will feel obligated to return it by donating money or even helping out UNICEF in their projects.

Advantages:

• Depending on the give away, people will tempt to give more or to give less.
• There will always be a return.

Disadvantages:

• It can annoy the target audience.
• The target audience wont feel free anymore because they will feel obligated to give something in return.
• UNICEF can maybe loose money and it if they do it would be even worse then a company because UNICEF is a NGO.

source picture

The pin could maybe be a good give-away for UNICEF because the production is cheap and the target audience will still have the feeling of returning the favour.

Digital communication, assignment 2

Why? How? What?

WHY?

UNICEF believes in the equity of children all over the world. They think that all children should have the same chance to reach their full potential. "They all deserve to be happy and healthy". Millions of children are discriminated based on certains factors that shouldn't be any factors of discriminations nowadays in our society. They are discriminated because of their gender, ethnicity, their socio-economic status, their place of birth etc. UNICEF inspected and analyzed why we should fight against it. There is a big difference between a child who didn't had a fair chance in life and between a child who had a fair chance in life. The inequalities are passed from generation to generation. It is like a vicious circle.
HOW?

UNICEF is collecting money all around the world from sponsors, companies, the public, schools, hospitals, celebrities and a lot more. UNICEF is using the money in making small investments and targeted actions so that every child has a fair chance in life.

WHAT?

Children with disabilities who don't have a fair chance in life because of their background. This is what UNICEF is fighting against and that is what they want our society to support.

BHAG?

UNICEF want to change the world and make it a better place for children. As they state: " Every child should have a fair chance in life".

UNICEF does everything to achieve these goals:

Click here for more information about their goals!

Fundaments for a new community building plan, using the 4 C’s:

CONTEXT?

The economy of our society could have a strong impact on the future of UNICEF. UNICEF is a NGO, so the money they gain depends on the donations. If an economic crisis is appearing, less people would be tempt to donate money because they would prefer to spare money in those times. That means that the charity is strongly dependent on the donators AND on the economy in general.

UNICEF could have some trouble if bad advertising would be spread about them. The most important characteristics of UNICEF are their credibility and trustworthiness. If someone would post something bad about this charity it could lead to hard consequences for UNICEF. They could either loose their image and/or identity, and this could lead to less donations or even the end of UNICEF. If something similar would happen it will be really hard for them to rebuild a bound with the target audience.

CONSUMER?

The new consumer I would like to focus on are the young adults. As I looked though the donations, I realized that most of the time, the ones who are donating money are parents, companies and celebrities. By focusing on young adults, UNICEF could influence many other T.A. Young adults are very active on social media nowadays and they are mostly independent, that means that they can make their own choices. UNICEF is also looking for young adults to work for them and to help out with some projects. "Everybody is welcome!"

COMMUNITY?

UNICEF already has a big community who are loyal to them. This community is mostly composed by companies, sponsors, schools, parents, and some health care centres. When this community is donating money, they mostly donate it by transferring it online because it is easier. The thing is that companies like to enhance their image by donating a big amount of money to this charity and therefor they ask the charity to inform the world about this action. To bring young adults closer to UNICEF, they could create a community/group on social media platforms where exclusively young adults are posting their experiences with UNICEF. 

CONNECTION?

UNICEF needs to arrange their website into a more "younger" appealing website. Also what they could do is offer some free internships for young adults. Offering free internships could be something good for UNICEF because they are going to work with the missing target audience and it could be also good for the young adults who don't have the possibility to travel or who just don't have money.

Digital writing skills, Assignment 2

What is the passion of UNICEF?

UNICEF has a variety of passions, but their biggest passion are the children. More precisely, UNICEF help children in difficulties. What do they do? They fight for the rights of the children. UNICEF believes that every child has a right for a safe shelter, nutrition, protection from disaster, clean water and sanitation, health care and education. It has been now nearly 70 years that UNICEF is working on improving the lives of children and their families. They try to collect money via donators and with that money, UNICEF is giving a second chance to children with disadvantages.

UNICEF is there to help children in need, for gender equality/discrimination, for human rights and to make the world a better place.

UNICEF's influencers

UNICEF is a much known humanitarian charity. UNICEF is using some various influencers in advertising such as the volunteers and the workers of UNICEF. They don't really need any other influencers, for example like celebrities, because they are already well known internationally. UNICEF already has a good image in our society and they are very active on different social media platforms (Twitter, Facebook, YouTube etc.) Nearly all their posts are the same but just with different media platforms.

UNICEF is using pictures of the process of some of their projects as advertising. By using real images of the achievements of their goals, UNICEF is providing proofs to the public/target audience and the public can also rely to those volunteers.

UNICEF is playing a lot with emotions in advertising. The emotions there are playing with are pity and compassion. UNICEF is mostly posting a sad, emotional picture of a child with a caption. The caption is mostly a hard fact of the misery in our society nowadays. Therefor we could say that UNICEF's major influencers are the children themselves.

UNICEF is also being promoted a lot by their supporters, "fans". UNICEF is such a trustful organization and they are also fighting for good causes that they don't even really need to have advertising, then the supporters are doing that by themselves by posting comments, sharing posts etc.

Even though UNICEF doesn't any need celebrities or companies as influencer, they still use them. Why? It is more the celebrities and companies who wants to advertise UNICEF because this charity will directly reflect a positive impression of the celebrity or company to the public.

We can therefor deduct that the main influencers of UNICEF are the children themselves, the volunteers/workers of UNICEF and the overall fans and supporters of UNICEF.

Click here to access their twitter

Click to access their Facebook page

Click here to access their YouTube channel

Digital writing skills assignment week 1 term 4

Name of the company: UNICEF     

Goal of the company: The promise of equity.
UNICEF works to give a fair chance in life to every child, everywhere, especially the most disadvantaged.

Message of the company: Children worldwide need help and we can provide them help.

What and who is UNICEF?

UNICEF is a leading humanitarian and development agency working globally for the rights of every child. Child rights begin with safe shelter, nutrition, protection from disaster and conflict and traverse the life cycle: pre-natal care for healthy births, clean water and sanitation, health care and education.
UNICEF has spent nearly 70 years working to improve the lives of children and their families. Working with and for children through adolescence and into adulthood requires a global presence whose goal is to produce results and monitor their effects. UNICEF also lobbies and partners with leaders, thinkers and policy makers to help all children realize their rights—especially the most disadvantaged.

Every child counts!



What could be improved?
UNICEF had a lot of trouble in the early years and still nowadays because the donators weren't sure if the money was directly given or used for the children, rights etc. During the years, UNICEF gained the trust of many organizations and also to the public because they provided proof. What proof? Well pictures of the projects and the development, an improving evolution of certain situations and issues, good media was also spread around from donators. People gained more and more trust, but there is still too much doubt among the public about the NGO (non-gourvemental organization) UNICEF.

Paid marketing: UNICEF have a lot magazine articles, posters, video add in television or internet. UNICEF paid marketing plays a lot with emotions. This is the most effective marketing persuasion technique for an organisation like UNICEF.

Owned marketing: http://www.unicef.org/
The website, the official website of UNICEF is easy to follow, there are only positive posts about this company. The company clearly explain who they are, what they are doing, how they are going it and the most important one, why they are doing it. Their website has a lot of pictures, enough information is provided. Their overall website is nicely made and it is also available in many different languages which is really important.

Earned marketing: https://twitter.com/unicef  
UNICEF has a lot of earned marketing. They have a lot of people talking about them in the internet on different social media platforms. For example: Facebook, twitter, my space etc. A lot of information about UNICEF is provided by different people, public.