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The National Education Association’s campaign on ‘read across America’ is designed to motivate the reading habit among children in the US through offering reading sources, promoting reading events and partnerships with the stakeholders in the US education sector.
This analytical treatise attempts to present an explicit critique of the National Education Association’s public campaign initiative on ‘read across America’ in terms of suitability of audience and mix of media tools used.
The creators of the public campaign initiative on ‘read across America’ properly identified their audience. This campaign has a complex presentation and directly appeals to the children. The use of bright colors and endorsements from different popular baseball teams was well tuned to appeal to the children.
Besides, the inclusion of the main stakeholders in the US education sector was meant to further the focus the target audience to young learners. The campaign is strategically sound since it was designed carefully to suit particular target audience through the lively events and awards. Through the visual communication of the initiative, this campaign was properly directed towards children in the school going age.
The National Education Association’s public campaign initiative on ‘read across America’ was publicized in the social media because it was meant to persuade the children who frequently use this form of media across the regions of America.
The children can relate to this message since they would want to be recognized and participate in exciting learning process. Excessive focus toward motivational awards was well thought to convince the children to embrace the campaign and recruit their family members to join the bandwagon.
Effectiveness of the media tools
It is apparent that the creators of the public campaign initiative on ‘read across America’ used the right mix of media tools. The use of television and social media in this public campaign initiative was very effective. The communicative power these media tools have essentially replaced much of the traditional tools particularly in the world of traditional advertising such as print media.
In order to increase credibility and maintain professionalism in the campaign initiative, the National Education Association’s public campaign initiative on ‘read across America’ applied the above channels to encompass processes and features that flawlessly facilitate good relationship with the target audience on the need to develop a healthy reading culture.
Social media has gained popularity among the children who use this platform as an interaction channel to share their education culture and exchange ideas.
Reflectively, the use of social media was an ideal tool for branding and building a community following for the National Education Association’s public campaign initiative on ‘read across America’. Besides, this tool helped the organization to reach their clients by skipping or by-passing the traditional gatekeepers in advertisement such as written magazines publishers.
The objective of using television advertisement in this initiative was to build a strong brand following among the targeted children and their families. The success of this tool was deeply entrenched in the principle of developing interactive and interesting experiences among the children.
Unfortunately, cueing of the perceptions of the target audience was not well organized in the creation of the National Education Association’s public campaign initiative on ‘read across America’.
Generally, the catchier an advertisement is, the higher the chances of recognition by the target audience. On the other hand, less catchy advertisements may not work well with the perceptions of the target audience. Creation of content was extremely essential when appealing to children of diverse social inclinations in the ‘read across America’ campaign on the need to develop a healthy reading habit.