PRSSA Challenge

This document outlines a campaign plan to promote awareness of global HIV/AIDS and increase membership in the ONE campaign on a university campus. The plan has three objectives: 1) Increase ONE campaign memberships online by 500 by May 20th, 2) Increase student awareness of HIV/AIDS and ONE by 10% by May 20th, and 3) Further increase ONE campaign memberships online by 500 by May 20th. Strategies include creating an awareness video, distributing promotional items across campus, and utilizing social media. The budget is $300 and the campaign timeline runs from March to May.

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PRSSA Challenge

Uploaded by

Muriel Palanca

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PRSSA Challenge: ONE Campaign Plan

Group # 5

GOAL: To develop an on-campus campaign to promote awareness about global HIV/AIDS

AUDIENCE:
Overall target audience: Undergraduate students at the University of Delaware
Sub-audience: Undergraduate males and females at UD that were previously unaware of
the national ONE campaign, ONE’s mission, ONE’s presence on the UD campus or who
have not joined the campaign

OBJECTIVES, STRATEGIES, TACTICS

Objective 1: Increase the amount of members that sign up on one.org/campus to support
the one campaign by 500 members by May 20th, 2011.
Strategy 1: Create a 30 second video that includes six of the current and core 40
UD members that are apart of the ONE campaign on campus. Reel Productions
Film Society can film and edit this for free. It will be of members standing at
different places on campus giving facts about HIV/AIDS such as the fact that less
than 1% of the countries budget goes to this issue. The video will cut back and
forth between six different people and at the end of their statements they will say
“I am ONE.” At the end of the video they will all stand together and say “We are
ONE.” Then, the video will state “Join the ONE campaign on UD campus. It’s
simple. Visit www.one.org/campus to sign the petition. All it takes is ONE step.”
Tactics 1: Place a one sentence blurb on the home page of the UD website
and UDaily website with the link to video and link to the website.
Tactics 1: Have link to website and video placed in UD Communications
& Marketing weekly e-mail about events on campus.
Tactics 1: Have link to website and video put on Facebook page as well as
YouTube. Also, make link available to share on people’s independent
Facebook pages.
Tactics 1: Send e-mail to list of faculty members and have them show 30-
second video in the beginning of their classes and give short explanation
that is prepared by UD’s ONE group.
Tactics 1: Have the video run a few times on STN sometime between 8
PM to 12 AM each week.
Objective 2: Increase awareness of the general student body of the issue of HIV/AIDS
and ONE on the UD campus by 10% by May 20th, 2011
Strategy 2: Give away promotional items related to HIV/AIDS and ONE in
different places on campus.
Tactics 2: Have a kiosk in Trabant through Event Services once a month
for the next 3 months where we hand out free condoms. With the condoms
we will hand out a piece of paper with HIV/AIDS facts on it and the ONE
logo. $80 for 1000 condoms (undercovercondoms.com)
Tactics 2: Stand on Main Street near NDB and hand out flyers to students
passing by with information on HIV/AIDS and the one campaign. $20 for
500 full-colored flyers (nextdayflyers.com)
Tactics 2: Place promotional items (pencils and condoms with a ONE
brochure) in the Health Center and resupply when they run out. $108 for
500 pencils (mapleleafpromotions.com)
Tactics 2: The people handing out specialty and promotional items will
wear a red shirt with the ONE logo and slogan on back.
Objective 3: Increase the amount of members that sign up on one.org/campus to support
the one campaign by 500 members by May 20th, 2011.
Strategy 3: Utilize social media including Facebook and Twitter to raise
awareness of the issue and draw people to the website to sign up.
Tactics 3: Have every member in the immediate group of 40 send an
invite to all of their friends on Facebook as well as share it on their own
pages. Also, have 250 members do the same thing and explain this to them
through the e-mail list. Emphasize the quickness and importance of
signing up and explain Bono concert.
Tactics 3: Create a Twitter account and get members to join by following
other UD RSO Twitter accounts such as UDress, sports teams, Greek life,
PRSSA, campus offices. Promote the Twitter through the already existing
Facebook group.
Tactics 3: Do e-mail blasts through different campus RSO’s, Greek Life,
and utilize large majors such as Business. Include the link to the
Facebook, Twitter and website to sign up.

EVALUATION/MEASUREMENT
For Objective 1: Check how many views on YouTube the video received by May 20th,
2011. Also, see how many people signed up on the website. Also, send a survey to UD
students with questions about their awareness and if they joined.
For Objective 2: Count how many specialty items you began with and how many were
left when the campaign ends (starting with 2000 total specialty items). Send a survey to
UD Students through Facebook and Twitter to see if they joined ONE and if it raised
awareness about HIV/AIDS.
For Objective 3: Check how many people have liked the Facebook group from when the
campaign started until May 20th. For Twitter, check how many people are following from
when the campaign started until when the campaign ended.

BUDGET: $300

TIMETABLE
March: Have Facebook & Twitter up by the 16th
Order specialty items by the 17th
Kiosks with specialty items and promotions on Main Street on 23rd
April: Create video by April 4th and begin to blast video immediately
Kiosks with specialty items and promotions on Main Street the 20th
Actively promote social media through month
May: Continue to promote video until May 20th
Kiosks with specialty items and promotions on Main Street the 11th
Actively promote social media through month
JUSTIFICATION:

College students like to be visually entertained. It is easier to view

something and experience something by having it “happen” to them, such as through a video
being played in class. Also, sometimes people may forget to watch it on their own but when it
class they are almost forced or compelled to pay attention. People in the video also have their
own social networks and we are sure they would love to show
their friends a video they are in. In turn, they will tell friends
about ONE.

College students (should) use condoms and everyone uses pencils. Condoms
help prevent HIV and AIDS, so it relates to the message of ONE.
College students like free stuff in general. This is a great way to start
conversations in Trabant and get information into their hands. Trabant
and Main Street are places UD students frequently pass in large quantities so we are able to give
information to lots of people with minimum effort. Also, these promotional items are reasonably
priced and we will only be spending around $200. This gives room to spend another $100 if the
items are as popular as anticipated.

College students revolve a great deal of time around their social network and networking/media
sites (i.e. Twitter, Myspace, Facebook). This is a convenient, easy and quick way for students to
learn about and get involved in ONE.