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Marketing Cmm Advertising Program Video Transcript

Video Description

Semester-long project created by the students in CMM405 Campaign Planning & Client Services course Endicott College, Spring 2018.

Text Transcript

0:02

If we're not educating people about it, it's only going to get worse

0:06

Well, it's clearly a huge issue, especially in this area. There's just such a

0:10

a large amount of people that you don't even realize that they're struggling with these issues

0:15

and a lot of the times, they are silently struggling, so they're unfortunately in the dark, and they don't know what to do.

0:22

It's getting worse. It's not getting better.

0:25

It's actually really affecting tons of people

0:28

and it's a huge problem that could affect anyone.

0:33

Maybe if there was more knowledge just generally about this,

0:36

they would know where to go. They would know how to help themselves, or

0:39

family members or other people in their lives would be able to help them, too.

0:46

So, on the first day, we walk into class

0:48

and on that first day, we were divided into groups and we were given a topic, which was the opiate crisis in Massachusetts

0:55

and we were told to solve it through campaigns.

1:01

That was basically it. From there on, we had some guidance, but

1:04

the direction of the project, our research, the way we decided to tackle the topic was 100 percent on us.

1:16

The basic idea is these students-- it's almost like a capstone class in my mind--

1:20

they take everything they've learned; all three or four years. Some of them are juniors; some of them are seniors.

1:26

and they make this really semester-long marketing campaign

1:30

It involved different media planning. Making print ads, making videos right now.

1:35

radio PSAs; all this different creative materials but it's for one objective.

1:42

This semester's different because I decided instead of working directly with one non-profit that we would

1:47

tackle something with the opiate crisis, and I just basically set a couple rules.

1:53

What the students did in groups was

1:55

do a ton of research and strategy development, and they actually dictated what the campaigns would be.

2:01

Based on their research, it was actually a really long, kind of painful process of figuring out

2:06

what's the most effective way to make a dent in this massive problem

2:10

and they're creating public health campaigns, and we sometimes call that social marketing

2:14

where they're not selling a product, they're trying to change something for the greater good.

2:20

I think the hardest thing so far has been finding a good target audience and figuring out how to

2:26

go beyond just educating them about the issue and really focusing on how to change their behavior

2:31

and what we can do to make sure that what we're saying is affecting the people.

2:36

A lot of the research I have found that you really just have to dig deep because

2:40

A lot of different sources are telling you different things

2:43

or they're completely just contradicting what you're actually trying to prove or make a point about

2:49

so, it's been a lot of long hours.

2:56

On May 2nd, we're going to the State House, and we'll be presenting to some politicians and legislators there.

3:03

about their final campaigns, their recommendations.

3:07

I think it's a really awesome and amazing opportunity, so I'm really excited for it.

3:11

We're going to be presenting, and hopefully, it's going to be something they are interested in

3:16

and understand the angle that we're coming from

3:18

and hopefully they'll be able to help us spread the message even more.

3:22

I think that Massachusetts has definitely suffered the brunt of it.

3:26

when you really do look at maps, and you look at statistics

3:29

a lot of people in this area have been suffering from addiction

3:34

so I just think it's really important to address and find some solutions.

3:38

If you talk to people outside of New England, it's not as prominent.

3:41

So, you could talk to someone in California, it's not that it doesn't exist. It's just we're in the absolute epicenter.

3:47

Which is why I think the lawmakers will really be paying attention to this topic, too.

3:54

I guess what I hope happens on the State House level is that

3:57

Endicott is shown as an organization where the young people have a voice and they have opinions.

4:03

Sure, they were kind of forced to do it because of the class, but

4:06

they are becoming more, a lot of them are becoming really passionate about

4:10

this topic and what they think, so

4:13

I kind of hope that the lawmakers hear us and hear students from Endicott in Beverly saying what they think.

4:21

But, by doing that

4:23

the entire school will be seen, I guess, and that those students who choose to go will really have that opportunity to be seen.

4:32

For our class, the desire for this presentation for all of you

4:36

is that you'll leave this presentation with a clear understanding that while we all the most

4:41

disproportionately affected generation by this crisis

4:44

that there are some incredibly motivated, creative, and determined people on our teams

4:50

who really care about this issue.

4:55

Almost always, without fail, year after year after year

4:59

in this class more than any other class, the students rise to the occasion

5:02

I think because the stakes are high, and they care about it.

5:05

So far, it's been really fun. I've enjoyed it. It's really interesting to be

5:09

working on a campaign about something so serious, rather than

5:13

kind of the normal stuff we've been working on.

5:16

The biggest thing we're all hoping to accomplish is, I keep saying, to really

5:21

feel like we're really going to be able to change people's behavior. Go beyond just educating them.

5:25

Because people can get a lot of the information all the groups are doing online, but

5:29

being able to show people how easy it is to actually make this change

5:33

and hopefully see that people are starting to make the change will be really awesome.