5.1 THE INDUSTRY
5.2 DEFINITION OF THE INDUSTRY
Campaign
is a platform to share message, idea and theme that distributed largely helping
by media such as TV, Radio, websites and printed media. It appears in different
media at a specific time frame. Some campaign designed with different ends in
mind, including building a brand image, introducing a new product, increasing
sales of product which already on market or even reducing the impact of
negative news. Non-profit campaign is an organised action around specific issue
seeking to bring about changes in public and community. Some campaigns will
work to achieve improvement for general public and some will aim to benefit a
particular group.
5.3 SHAPE
OF THE INDUSTRY
Childhood Obesity Awareness campaign is under
the non-profit campaigns which usually conduct by government and non-government
organisation. It is a public service announcement that deliver message to
public with the objective of raising awareness, changing public attitudes or
behaviour towards public issues. Most common PSA is on health, social and
environment issues. Child obesity is one of the example of health issue,
besides that there is campaign on breast cancer, HIV, diabetes and dengue.
In Malaysia, public service announcement
campaign that helps to educate people usually does not get the right response.
People always have the idea that those campaigns are bored and wasting time.
Some of them aren’t aware on the current issues and problems, hence they just
ignore about it.
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