Earthjustice campaign
Earthjustice is a non-profit organization that helps by providing legal help in the environmental fight from wild lands protection to the clean air in communities. The targeted audience that is the focus of this campaign is a wide range from mid-twenties to older generations who have been a part of the environmental battle all their lives. The purpose of this campaign is to raise money through raising awareness of what the non-profit is about.
Target Audience Profile
"Earthjustice on clean air"
Earthjustice fighting for clean air in communities and protection of wild conservation goes hand in hand. In this ad, it shows there is a symbiotic relationship between nature and humanity. This ad is using "Not the person, but something associated with the person. " as means of communicating how importan clean air is by using images of a tree and lungs.
"The face of Earthjustice"
The ad concept here was introducing a face to the none profit organization. "
Give the brand a human face. Take the monolith out of it. Find someone to personify the cor- poration" (Felton 241)
The purpose was to make it feel trustworthy, make the audience believe in the cause of Earthjustice.
"Earthjustice on pesticide"
This is one of the concept ads for Earthjustice who at the moment tackle the toxic pesticide problem that is still in use by agriculture. This ad focuses on what Earthjustice is fighting for and tries to protect, which is the community and family. The person addressing is "just plain folks" which is the delivering the ad from the perspective of just another person and not a company. The choice of having a father and child makes the ad also more relatable to families.
The non-profit organization is Earthjustice, the concepts for each ad was the focus for different spokesperson so it would express a different tone and voice for each in order to speak to the targeted audience.
References:
Felton, George. Advertising: Concept and Copy (Third Edition), 3rd Edition. W. W. Norton & Company, 20130805. VitalBook file.