American marketers – social or otherwise – don’t have Australians’ skittishness over race. All manner of campaigns – from soft drinks to financial services – are specifically aimed at cultural groups including these remarkable social marketing campaigns aimed squarely at the black female audience.
Anti-choice campaigners Life Always identified black women as a key market for terminations and obeyed marketing rule #1: Tailor your message to your audience.
Thus Life Always tried to leverage black female support of US President Obama to engage and persuade their audience. They also took design cues for the billboard, now displayed in Chicago after being booted out of New York, from his 2008 campaign posters. They threw in a single statistic.
Note the use of the word “our”. Cunning. The idea behind that single word is that the black community sees the message and feels that it delivered not only to the black community but by the black community. This abortion-is-a-black-issue idea is more prominent in this billboard which is also inspiring howls of protest.
Billboards are a great way to geographically target an audience which is why most of the 30 billboards will be placed in the predominately black south side of Chicago.
And how about this soundbite to target your audience?
Life Always board member Rev. Derek McCoy said, “These are babies who could grow to be the future presidents of the United States, or the next Oprah Winfrey, Denzel Washington or Maya Angelou.”
Can you imagine ever targetting an ethnic community to such an extent? You should. Hit Leave a reply to make a comment.