Social Media Campaign Design Plan / Proposal

Audience: The sixth extinction and the issue of declining biodiversity is something that affects (and is affected by) everyone. Therefore, our audience could potentially be a broad range of demographics. However, our main campaign will take place through Tumblr, so that would most likely limit our audience to being mainly young adults and teens who are interested in conservation, animals and/or nature. They would most likely find the blog because they are interested in these topics. I think they would most likely approach our subject with the desire to help and contribute to our cause.

Purpose: Personally, I am very interested in conservation, wilderness and species preservation, animals and nature. I hope that our campaign will inspire others to make a difference, contribute to other campaigns, and show more compassion and reverence for the planet. The best possible outcome would be that our followers contribute to our or another organization’s campaign, create their own, or be inspired to make changes in their daily lives to improve and protect the earth. The worst outcome would be that they do nothing. I hope that we are at least able to inspire others to make changes, and be more aware of the sixth extinction event.

Context: Our main form of communication will be through a blog. There are many other organizations, conventions and campaigns that deal with the subject of extinction and conservation, and we hope to link to those so that they might receive more support as well.

Description of Campaign as a Whole: We have created a blog on Tumblr (Save the Species) on which we will post links to other campaigns, information on conservation, and photos and information on endangered species. We have an option for users to submit content to be approved by us. For part of our campaign, we would like to have users submit drawings or photographs of an endangered animal that they like and would be sad to see go extinct in their lifetime.

Description of Individual Texts: 

  1. Medium: Tumblr Blog; Strategies: We will employ ethos by stating facts related to our topic, and citing credible sources. We will use pathos by showing animals that are currently endangered, threatened, critically endangered and extinct. We will use logos by presenting a logical sequence of events that has been happening and will continue to happen if individuals do not change their actions. Arrangement: Currently, our blog is in a single-column format. Posts will not be sorted on the blog’s main page, but users can view an archive of all posts and search for specific kinds of posts via the blog’s tags. Users can contribute to the blog and share content.
  2. Medium: Facebook Page (?); Strategies: We will employ ethos by stating facts related to our topic, and citing credible sources. We will use pathos by showing animals that are currently endangered, threatened, critically endangered and extinct. We will use logos by presenting a logical sequence of events that has been happening and will continue to happen if individuals do not change their actions. Arrangement: Posts are somewhat unsorted on the main page (only newest to oldest). Perhaps we can include links to other campaigns on the page’s “info” section as well as on the main page. Users can contribute images and text to the page, as well as share content.
  3. Medium: Twitter; Strategies: We will employ ethos by stating facts related to our topic, and citing credible sources. We will use pathos by posting about animals that are currently endangered, threatened, critically endangered and extinct. We will use logos by presenting a logical sequence of events that has been happening and will continue to happen if individuals do not change their actions. Arrangement: I am not familiar with Twitter, but I assume it is a single-column format for the homepage, with 150(?)-character or less posts. I am not sure how users will be able to interact with our posts.
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About Phoebs

Phoebs is a Fine Arts student pursuing an Honors degree in Illustration.
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