Executions
Eleven different radio spots were created, using both written scripts and dialogue taken directly from taped interviews with men and women in the target audiences. Each spot had a separate objective and a distinct target audience segment. The campaign created this number of spots in case some needed to be eliminated based on protesting, and also to have a variety to choose from over the course of the campaign.
An artist produced a series of visual concepts to go along with the campaign messages. The project staff designed a variety of draft posters using the artist's drawings and a word processor. A set of four newspaper ads were also designed in several different sizes, along with different versions of the drink coaster.
The brochures were laid out using a word processing program to pretest the text before going on to the graphic design. These provided in-depth information and skills-building content at an appropriate reading level, using the target audiences own language.