St. John’s students, as part ofa national competition, havedeveloped an advertising campaignto raise awareness of globalclimate change issues amongyoung people.
The campaign, entitled”March for the Bears” and centeredaround saving the naturalhabitats of polar bears throughthe reduction of the amount ofcarbon dioxide emissions enteringthe atmosphere, was createdas part of the National StudentAdvertising Competition, anannual competition promoted bythe American AdvertisingFederation. The competition has adifferent corporate sponsor eachyear, with this year’s competitionsponsored by Coca-Cola.
The polar bear was chosenboth for its role in a famous Coca-Cola ad campaign and its statusas a vulnerable species as definedby the World ConservationUnion.
The campaign will culminatewith an event, also called “Marchfor the Bears,” to take place April24 on Marillac Terrace.
“A lot of people will be gatheringto support this cause,” saidVeronique Bartley, a member ofStorm Front Agency and anorganizer of the March for theBears. “We want to show our supportfor it as a community and auniversity.”
Aside from offering studentsan opportunity to join in the fightto help the polar bears, Bartleysaid, wrist bands will be sold toraise money for the cause. Thebracelets are red and green; thered symbolizing Coca-Cola’sinvolvement in the campaign andthe green symbolizing the earth.
“The money raised will go topurchase carbon offsets,” Bartleysaid, explaining that the offsetsallow environment harming carbondioxide emissions to bereplaced with clean energy.
As part of the campaign competition,Strom Front Agency alsoproduced a booklet, containingfacts on the issue of global climatechange and the plight of thepolar bears. Bartley said that thegroup will also produce a commercialas part of the competition.
The project began inNovember, when the students hadto decide what issue to base theirad campaign around.
“It was narrowed down toAIDS in Africa, Global Warmingand genocide in Darfur,” Bartleysaid.
Professor Michael Anglin,who advised the students,explained how the issue was chosenthat best appealed to the targeteddemographic, thosebetween the ages of 13 and 24.”Based on QuantitativeResearch Storm Front identified atopic of significant interest to thetarget audience,” Anglin said.
“One with both emotional andrationale appeal and one that is onthe top of everyone’s mind thesedays.
“We found a strong linkbetween the target audience, theclient (Coca-Cola) and the worldwideissue, the plight of the polarbears,” he continued.
From there, the group beganto plan the campaign, originallycreating an online “virtualmarch” to raise money for thecause, then deciding on the eventto take place on Marillac Terrace.Bartley emphasized the causeof the campaign as not only onethat affects animals, but humansas well.
“[The issue of climatechange] is not just affecting polarbears, it’s affecting us,” she said.”50 years from now, humans maynot be able to live in certainplaces that they do now.
“I think [the campaign] sendsa message to everyone that weneed to be proactive,” Bartleycontinued. “This issue may not beaffecting us now, but it will inyears to come.”
The Storm Front Agency ismade up of students from theTobin College of Business andCollege of Professional Studies.