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Part Five: Branding

Branding is the process of pairing an image slogan or other stimulus with a product or practice until the two have become synonymous in the mind of the audience. The concept of “branding” derives from the discipline of marketing, with many years many of successful (e.g. Coca-Cola, Marlborough, Mercedes-Benz, Nike, Apple) as well as unsuccessful efforts.  Successes in branding “build relationships between consumers and products” or services that are being marketed.  Audiences eventually become familiar with a product and are reminded of it by seeing the image or hearing a slogan representing that product. One of the best examples of branding in health communication is represented by the long-standing condom promotion and HIV prevention program in Germany, “Macht’s mit: Gib AIDS keine Chance”.  Note that this was initially primarily delivered through billboards and posters; now they have a very impressive web presence as well. 

Examine this measles vaccine poster. Could/should this be better branded, and if so, how?

             The measles vaccine poster, now nearly 25 years old, is essentially two of the same ads in one and would benefit from better branding.  The shrunken cartoon is a redundant piece, as it merely restates the campaign’s name and slogan.  To improve the branding and design of this poster, I would relocate the statement about the local health authority to the bottom of the poster and place the campaign’s new brand in its place.  This revision would place the brand and slogan in closer proximity to each other, pairing the two together visually so viewers will progressively associate the two as a unit mentally.  The brand could be a truncated version of the slogan, such as “Just 1 Shot”, with the “t” in “Shot” or the “1” shaped like a vaccine syringe.  

Branding ISIS

Part Five: Branding

Branding is the process of pairing an image slogan or other stimulus with a product or practice until the two have become synonymous in the mind of the audience. The concept of “branding” derives from the discipline of marketing, with many years many of successful (e.g. Coca-Cola, Marlborough, Mercedes-Benz, Nike, Apple) as well as unsuccessful efforts.  Successes in branding “build relationships between consumers and products” or services that are being marketed.  Audiences eventually become familiar with a product and are reminded of it by seeing the image or hearing a slogan representing that product. One of the best examples of branding in health communication is represented by the long-standing condom promotion and HIV prevention program in Germany, “Macht’s mit: Gib AIDS keine Chance”.  Note that this was initially primarily delivered through billboards and posters; now they have a very impressive web presence as well. 

Examine this measles vaccine poster. Could/should this be better branded, and if so, how?

This poster has an appealing image of a baby, and uses a catchy slogan: “Stop measles with just one shot.” The baby draws attention to the poster because it is an “attractive” image for many parents or people who care about children. The slogan is a good branding slogan, but would be more effective if it were paired with the brand logo. A small logo appears in the corner of the poster, but isn’t easy to see and is difficult to interpret. It appears that the logo is a needle being inserted into scared measles bugs, but the bugs look more like small piles of poop. The message appears to come from the Commonwealth Department of Health, which is a source that can be considered an expert in the subject, and trustworthy to most people. Overall, while the poster itself is attractive, it doesn’t do much to further the brand - it needs a larger image of the logo, and perhaps a more appealing design on the logo.

ISIS Branding

Capstone: Save the Salton Sea

The rapid deterioration of California’s largest inland body of water has implications for the health and well being of our neighbors, ourselves and other species that inhabit the region and the hemisphere. Although this problem has been recognized for more than two decades, it has continued to grow.

So…

What health communication messages would you suggest for taking this issue on?

Who would your target audiences be, and how would vary messages by different audience segments?

How would you brand your effort?

The target audience could also be separated in a variety of was: 

1. The entire population of California and neighboring states, suggesting that this is affecting everyone, not just those near the Salton Sea.

2. The closer local community, and you would tailor your message possibly talking about local economy (houses dropping their worth).

3. The ‘pro-animal life’ community (ie. PETA, maybe even partner with them) and up-play the fact that animals are dying.

4. If possible, invest in getting some airtime for an edutainment piece with John Oliver or someone similar, many people may not be aware of the issue and this would bring it up.  You could emphasize on how our government has been trying to deal with this for decades, but alas!… nothing!

5. When speaking towards the government and those who may contribute money, I would highlight the fact that the amount of money that we spend now would be miniscule compared to the amount we will be spending if nothing gets done (in healthcare damager).

I would attempt to brand this by using something similar to the ‘keep Tahoe blue’ campaign, and maybe use ‘ Keep CA [air/water] fresh’

Part Six: Edutainment 

“Edutainment” is defined either as education done in an entertaining style or entertainment with an educational message built in. A prime example of the former is the Soul City TV/Radio series that emphasizes sexual health, produced in South Africa, and the American PBS program “Sesame Street” that targets preschoolers. Examples of edutainment that comprise primarily entertainment but also include important health or social messages are popular songs about social issues (e.g. Bob Dylan’s “Hurricane”), and movies that focus on the power of the tobacco industry, either from a dramatic or comedic tone.

Part Six: Edutainment 

“Edutainment” is defined either as education done in an entertaining style or entertainment with an educational message built in. A prime example of the former is the Soul City TV/Radio series that emphasizes sexual health, produced in South Africa, and the American PBS program “Sesame Street” that targets preschoolers. Examples of edutainment that comprise primarily entertainment but also include important health or social messages are popular songs about social issues (e.g. Bob Dylan’s “Hurricane”), and movies that focus on the power of the tobacco industry, either from a dramatic or comedic tone.

Capstone: Save the Salton Sea

The rapid deterioration of California’s largest inland body of water has implications for the health and well being of our neighbors, ourselves and other species that inhabit the region and the hemisphere. Although this problem has been recognized for more than two decades, it has continued to grow.

So…

What health communication messages would you suggest for taking this issue on?

Who would your target audiences be, and how would vary messages by different audience segments?

How would you brand your effort?

To target locals within the surrounding Southern California community, I would use a variation of the message below within multiple channels.

Protect our Future: Save the Salton Sea

The drying of the Salton Sea is polluting Southern California’s air with toxins, leading to harmful health effects such as asthma and other respiratory diseases.

Demand restoration at SavetheSaltonSea.org

I would pair this message with images of a coughing child, the dry sea, and possibly the decaying ecosystem to demonstrate the related health effects. I would use this message in local online and social media channels, and would modify the message for use in local TV and radio ads. Additionally, I would create similar messages to be displayed on billboards and posters throughout the immediate surrounding area. I would also work with pediatrician and other primary care physicians within the immediate surrounding community to display posters in their facilities as a tool to build awareness of the impending health effects. For families that are already experiencing respiratory diseases, such posters may incite their interest to take action towards this issue. I would also create Spanish versions of these messages to be placed in popular Spanish-speaking print, online, TV, and radio channels throughout Southern California.

To target environmental advocates throughout the U.S., I would use a variation of the message below in nationwide environmental online and social media channels.

Protect our Wetlands: Save the Salton Sea

The wetlands of the Salton Sea are quickly deteriorating and endangering the lives of migratory birds.

Demand restoration at SavetheSaltonSea.org

I would pair this message with images of the receding wetland and the decaying ecosystem to convey the deterioration.

Target Audiences: I would target two main groups: 1) environmental advocate groups throughout the U.S., most specifically, those focused on wetland restoration; and 2) individuals within the surrounding Southern California community, most specifically, adults with families and young children. When targeting individuals within the greater Southern California, I would more closely target individuals in the immediate surrounding area through the use of additional print media channels. I would work to saturate the immediate surrounding community with communication pieces in all varieties, and would target families with children in an effort to empower them to take action and protect their children’s future health.

Brand: I would brand my campaign as “Save the Salton Sea” and would include a logo in the form of a water drop as well as the hashtag #SaveTheSaltonSea. I would partner with the local Parks and Recreation department, Environmental, Health and Safety department, local environmental advocate groups, and local community members interested in this cause. I would collaborate with these groups to build, test, and refine the messages, and eventually disseminate the pieces through the local community as well as the more expansive surrounding Southern California area and environmental advocate groups throughout the U.S..

Part Six: Edutainment 

“Edutainment” is defined either as education done in an entertaining style or entertainment with an educational message built in. A prime example of the former is the Soul City TV/Radio series that emphasizes sexual health, produced in South Africa, and the American PBS program “Sesame Street” that targets preschoolers. Examples of edutainment that comprise primarily entertainment but also include important health or social messages are popular songs about social issues (e.g. Bob Dylan’s “Hurricane”), and movies that focus on the power of the tobacco industry, either from a dramatic or comedic tone.

Part Five: Branding

Branding is the process of pairing an image slogan or other stimulus with a product or practice until the two have become synonymous in the mind of the audience. The concept of “branding” derives from the discipline of marketing, with many years many of successful (e.g. Coca-Cola, Marlborough, Mercedes-Benz, Nike, Apple) as well as unsuccessful efforts.  Successes in branding “build relationships between consumers and products” or services that are being marketed.  Audiences eventually become familiar with a product and are reminded of it by seeing the image or hearing a slogan representing that product. One of the best examples of branding in health communication is represented by the long-standing condom promotion and HIV prevention program in Germany, “Macht’s mit: Gib AIDS keine Chance”.  Note that this was initially primarily delivered through billboards and posters; now they have a very impressive web presence as well. 

Examine this measles vaccine poster. Could/should this be better branded, and if so, how?

Part Four: Social Marketing: A Different Slant on Message Objectives

Of major importance to the field of health communication is the Philip Kotler’s “social marketing” framework. Health communication has a mixed ancestry: while generally its roots are in psychology (social, perceptual and behavioral psychology) its other ancestor is in business and economics. Kotler took a business marketing model and applied it to community efforts for health and social change. Building on the work of others in the business world who developed the concept of the “marketing mix” Kotler describes ”4 Ps”: product price, place and promotion. This alliterative framework overlaps to some extent with that of McGuire but specifically details what aspects of the messages content should be included, especially in terms of:

The “Price” of a new behavior (not just as monetary but personal effort and other resources required…and perceived benefits of changing the behavior),

How best to describe ”Product” (e.g. the behavior change itself or the social or environmental change that one attempts to achieve),

The channels by which to send the message that should be used in terms of ”Place” (where a message can best reach someone in terms of a channel or program, and in what stage of life or time of year),

 And finally the overall Promotion (which is often referred to in social marketing as “media mix”: what best mix of print and broadcast etc. to used to initiate and sustain a campaign).

Some have added a fifth “P”, that of “Position”, indicating the specific comparison we can make between our product and that of another on the market (for example, the advantages of getting iron and protein from legumes and quinoa rather than red meat).

As an example, analyze the below anti drunk-driving piece from Kotler’s social marketing perspective:

Research Activity #4

EXAMINE TWO ADDITIONAL HEALTH COMMUNICATION PIECES BRIEFLY, FROM A MCGUIRE AND THEN A KOTLER PERSPECTIVE.  WHICH ONE PROVIDES A CLEARER AND MORE USEFUL EXPLANATORY MODEL, AND WHY?

Research Activity 4:

http://www.cdc.gov/media/dpk/2013/images/dpk-TIPS-campaign-marian2.jpg

From McGuire’s perspective, this ad focuses on activating smokers to quit smoking. The inputs of this message are as follows: Source: CDC, “Tips from a Former Smoker” campaign. Message: quit smoking before you experience the very real negative health effects. Channel: online media campaign, mostly located through the CDC website. Receiver: current smokers, most likely those who have not yet experienced serious enough health effects to push them towards quitting. Destination: the reduction in smoking; the increase in the number of current smokers who look to quit. In terms of outputs, this ad would likely draw interest from older adults who currently smoke and are beginning to experience negative health effects as a result of their smoking habit. They may be receptive to these ads and look into resources to quit.

From Kotler’s perspective, the 5 P’s are as follows: Price: the detriment of your health, or your overall quality of life due to smoking. Product: quit smoking before you experience (and worsen) the very real negative health effects of this habit. Place: this message was mainly sent through online channels via the CDC website. In terms of place in time, this message is targeting current smokers who are on their way towards experiencing negative health outcomes, or are beginning to experience such outcomes as a result of their smoking habit. Promotion: Sponsored by the CDC, this campaign is largely located on the CDC website. To sustain the campaign, it would be best to post these messages in print media where older adults who currently smoke might frequent, such as the cigarette section of grocery or convenient stores or within hospitals and clinics. Position: This ad suggests that by quitting smoking, you can maintain (or possibly improve) your quality of life and avoid the negative health outcomes that may come as a result of smoking.

http://dcfadvertising.com/wp-content/uploads/34_A_breastfeeding_hospital_poster_Hispanic_eng.jpg

From McGuire’s perspective, this ad focuses on advising mothers of the benefits of breastfeeding and their right to breastfeed. The inputs of this message are as follows: Source: NYC Health Message: breastfeeding is best for your baby, and it is your right to breastfeed. Channel: online media campaign, mostly located through the NYC Health website. Receiver: current mothers or moms-to-be, most likely those who have not yet breastfed their child and/or are unaware of the benefits of breastfeeding. Destination: the increase in the number of mothers who breastfeed their baby. In terms of outputs, this ad would likely draw interest from mothers who are unaware of the benefits of breastfeeding and/or are undecided as to whether they should breastfeed their child. They may be receptive to this ad and look into the resources available to support them in breastfeeding. 

From Kotler’s perspective, the 5 P’s are as follows: Price: the improvement of your baby’s health from breastfeeding. Product: breastfeeding your child and receiving the support you need to make this happen. Place: this message was mainly sent through online channels via the NYC Health website. In terms of place in time, this message is likely targeting current mothers or moms-to-be who are unaware of the benefits of breastfeeding or undecided as to whether they will breastfeed. Promotion: Sponsored by the NYC Health department, this campaign is largely located on the NYC Health website and promoted throughout NYC itself. To sustain the campaign, it would be best to post these messages in print media in OBGYN clinics as well as on pregnancy and breastfeeding related social media and online channels. Position: This ad suggests that by breastfeeding, you can improve your baby’s overall health and quality of life, and by not breastfeeding you may be doing more harm than good to your baby.

Part Three: Do’s and Don’ts of Motivation and Persuasion

A variety of methods can be used to improve the audience’s reception of motivation and persuasion messages. First, serious health issues cannot be treated too lightly, but at the same time the consequence of not taking an action should not be exaggerated. Credibility can be lost if people are shown dying from a fairly minor or obscure illness but also the message must make a realistic connection between a problem and its consequence. What mismatches between the feel and content do you see in these messages (choose 2)?:

Now try these two:

Analyze the potential effectiveness of one of these smoking control ads;

This ad is inappropriately placed and could be taken as condescending to parents. At a quick glance, the ad could be mistaken for an actual body, which could be quite upsetting and even traumatizing for some; this would likely immediately upset the viewer and make them highly unreceptive to the message.

#2: Rain Changes Everything

If a viewer is able to see the differences between the sign (when it’s raining and when it’s not), then this ad may be effective in getting the message across. If the viewer only sees the sign when it is not raining, it is very likely that the message will not be fully understood or received. Conversely, if the message is only seen when it’s raining, the image is likely to be very shocking and potentially disturbing to the driver. This could lead to an upsetting response and could even lead to accidents caused by distracted driving.  

In regards to the smoking ads, the ad with the red lips that shows a burned hole where the cigarette is placed does not appear to be effective to me. It is not realistic and provides no cues to action or resources to quit. If the viewer does not believe that this can happen, they will likely disregard the message. The ad also does not highlight any negative health effects as a result of smoking (other than the unrealistic possibility of burning a hole in your lips), so it will not reinforce the realistic consequences of smoking.

Part Two: Messages that convey motivation and persuasion

Whether the objective is to announce, advise, activate or advocate, the message’s motivational and persuasive contents emphasize change in individual attitudes and group norms with respect to a certain health issue while making the health issue (behavior, social issues and challenges, etc.) foremost in the target audience’s mind. Specific examples of applying activation objectives often derive from fear appeal messages: attempting to arouse fear in the audience by demonstrating to individuals the scary aspects of engaging in a certain behavior and not doing something to mitigate the damage that that behavior can cause. Fear appeal messages usually involve a scary or threatening image or feel to create the desired reaction and promote subsequent behavior change.

The Elaboration Likelihood Model developed by Richard Petty and John Cacioppo and Kim Witte’s Extended Parallel Processing Model provide excellent theoretical bases to frame messages that derive from motivation and persuasion objectives, especially those that appeal to fear. A problem with fear-based messages however is that they may cause maladaptive responses when an individual either does not find the image sufficiently threatening or conversely avoids the message (for example, when its images are overly gruesome). For example, The Partnership For A Drug-Free America’s campaign “this is your brain on drugs” has been criticized for engendering more curiosity than fear among teens in the target audience. Also, if the message is sufficiently threatening, the individual may lack the ‘efficacy’ or confidence to take actions that would eliminate the threat. Feelings of helplessness may actually cause the individual to avoid the message altogether. Therefore, fear messages must be used with caution.

However, other emotions can also be invoked which will help individuals remember a specific message and recall the facts and perhaps the reinforcement associated with the behavior change related to those evoke emotions. Humor, sympathy, excitement and other emotions can also create an association that may help an individual remember the importance of the behavior change. For example, contrast the “feel” of the some of the below messages, all of which have the same general purpose.

And these: http://www.bestmswprograms.com/10-brilliantly-creative-condom-ads/

Research Activity #2:

COMPARE THE FOLLOWING TWO SPOTS WITH RESPECT TO FEAR AND RESPONSE EFFICACY-RELATED CONTENT

https://jasonbiviano.files.wordpress.com/2012/04/health-effects-of-smoking1.jpg

https://twitter.com/nyc_dot/status/314067899079872514

Emotions can be evoked not only by the specific nature of the message but also by images, sounds, and other elements that have both an emotional and physical impact on an individual. For example, concordant and discordant musical notes and colors may contribute to a message oriented toward fear and anxiety on one hand or harmony and sympathy on the other. Individual colors may convey different feelings (Example 1; Example 2) though this may vary from culture to culture.  As musical chords mix different notes to create distinct feelings for different compositions, combinations of colors also vary as a function of the light or heat of a message (see here for more info about this).

In terms of sight and sound, which of the following 3 pieces do you think would create the strongest reaction in an audience?

Research Activity #3

LISTEN TO A VARIETY OF THESE SOUNDS. WITH REFERENCE TO 5 OF THE SOUNDS, GIVE A ONE SENTENCE DESCRIPTION EACH OF 5 DISTINCT FEELINGS THEY CONVEY AND COMBINED WITH 5 MESSAGES THAT SOUND AND FEEL COULD BE PAIRED WITH.

The smoking ad engages peripheral route processing, but does not appear to be a very effective ad for several reasons. If the viewer does not see smoking as a threat to their health, they will not process this message at all. If the viewer does see smoking as a threat to their health, this message may reaffirm that threat; however, this ad does not offer any advice, so it is assumed that the ad is advocating quitting smoking in order to avoid “bad health effects of smoking”. If the viewer does agree that smoking is a threat (threat level is high), but they are not confident in their ability to quit smoking (response efficacy is low), they are likely to experience a boomerang effect and smoke more out of, and to calm, their fear of this threat. If their perceived threat level is high and they are confident in their ability to quit, they may be receptive to this ad; however, they will then have to research quit options on their own as this ad does not advise on resources to quit.

The speeding ad engages central route processing, and appears to convey an effective message. The ad provides quick statistics in relation to the subtle differences that driving 40 mph versus 30 mph can have on one’s life in the event of an accident, and follows these statistics up with reasoning behind the 30 mph law. The threat level is high in this ad, as it speaks to the cost of one’s life (most specifically a child’s life). However, the response efficacy is simple – follow the speed limit. If the viewer agrees that speeding is dangerous and can lead to fatal accidents (perceived threat level is high), then this ad will reinforce a simple strategy to prevent that threat by abiding by speed limits. This simple strategy should provide the viewer with confidence in avoiding the threat (perceived response efficacy is high), making the viewer more likely to process, accept, and respond to the message by following the speed limit.

Although the speeding ad demonstrates a fear-based message, it is much more effective than the smoking ad, as it is a clear, relatable message, with a simple solution to avoid the threat.

 Research Activity #3:

1.   ELECTRIC BASS IN E DISCO BASS LINE DISCO DAYS (page 7): This sound conveys an upbeat, positive feeling of confidence and could be used in a spot related to STI prevention and building self-efficacy to get tested.

2.   STRUM AM 91 3 1 (page 9): This sound conveys a pleasant and upbeat feeling of happiness and could be used in a spot promoting the importance of communication and consent when engaging in sexual activities.

3.   PIANO 117 AM 3 1 (page 10): This sound conveys despair and could be used in a spot to engage volunteers and build donations toward a food and clothing drive for the homeless.

4.   PIANO 117 GM 19 1 (page 11): This sound conveys determination and could be used in a spot to promote counseling resources for survivors of domestic abuse.

Part One

This module, our first, is structured around McGuire’s Communication-Persuasion Model for health communication. Modules and the broader sections to which they belong parallel McGuire’s “inputs” and “outputs”.   This module emphasizes McGuire’s central input, the Message.

The message is the ‘what’ of communication. Communication messages tend to combine both logical and factual content with emotional or artistic expression. The content is the “light” of communication: It lays out specifically how individuals can improve their health or that of the community or at least avoid or reduce risk. Content can be presented in a variety of forms but has to be adjusted to the cultural and economic context of the audience.

The emotional, artistic and expressive aspects of a message comprise the “heat” of the health communication piece. Messages often employ humor, sympathy or empathy, anger, anxiety or even fear with respect to a specific health issue. Colors, sound and other touches may be added to contribute to a multisensory and more memorable audience experience with the message. A message is a stated or implicit statement that presents a key aspect of communications destination and strategy to the target audience or a segment of the target audience. Messages should derive from key campaign objectives; without such objectives, messages may seem unclear to a target audience.  These campaign objectives represent what the source or ‘sender’ of the message wishes to do: announce, advise, activate or advocate. (Note that messages can manifest more than one or even all of these objectives…but in doing so may risk clarity!).

Brief definitions of these actions are presented below. In practice, many health communication pieces combine two or more of these objectives:

Campaign Objective: Announce

Presentation that direct individuals as to where they can obtain services, buy a product, or (in the case of health fairs) get more information about a specific health issue. They can also direct the individual to watch or read other media which will provide them with additional information and motivation.

Examples:

https://www.prostateconditions.org/outreach-programs/prostate-cancer-screening Or…

http://www.rbcdesign.net/Examples%20of%20Design%20Work%20for%20RBC%20Design%20Studio/styled-4/medical-advertising-marketing-graphic-design.html

Campaign Objective: Advise

Factual statements regarding health behaviors, risk factors, medications, etc. Information objectives are fairly simple knowledge oriented factual statements informing the target audience about the positive aspects of certain behaviors or other actions or their negative impact. Advice takes the form of information that can help address the challenge of presenting new knowledge or can help clarify misperceptions that people may have. Finally, this information may serve as “booster shots”, reinforcing existing knowledge and reminding the target audience of certain issues.

Examples:

https://gettested.cdc.gov/reasons/default.aspx

Campaign Objective: Activate

Motivating or persuading the audience to attend to and act on the advice or other information presented.

Example:

http://osocio.org/message/aids-campaign-takes-a-different-look-at-social-diseases/

Campaign Objective: Advocate

Documentaries and articles, movies, public demonstrations or ads that embrace and promote a social or political point of view.

Examples:

This current one: http://blacklivesmatter.com/

And this one from nearly 50 years ago: https://www.flickr.com/photos/13476480@N07/20510410925/in/photostream/

Campaign Objective: Combined Objectives

Pieces that attempt to achieve two or more of the above objectives.

Examples:

Research Activity #1

This is a very straightforward announcement informing the local Westminster community about an upcoming free flu vaccination event. It is very direct and to the point by providing details about where the event will be held as well as who can attend based on exclusion criteria. It also includes a map for attendees to easily locate the event, as well as event contact information in case anyone has additional questions or would like further information. 

 Advise: http://www.standup2cancer.org/blog/view/stand_up_to_hpv

This is a very central piece, which includes a lot of information on HPV. It first provides a few quick facts as to what HPV is, then points out how it is connected to cancer, and finally lists strategies to prevent HPV infection. Although this may be a lot of information for someone to take in, it provides a good overview of HPV and prevention tips in one page and could be very useful to individuals interested in learning more on the subject.

 Activate: https://www.sccgov.org/sites/sccphd/en-us/Newsandevents/PublishingImages/Drowning%20in%20Sugar/DrowningInSugar_english.pdf

This piece seemingly attempts to instill fear in parents so that they will choose water for their children instead of sugar-sweetened beverages in order to prevent the child’s risk of obesity or other health conditions. If parents do not perceive sugar-sweetened beverages to be a threat to their child, this ad will likely not resonate with them. For parents who do realize that sugar-sweetened beverages are a threat to their child’s health, the perceived efficacy should be high (choose water instead), making them more likely to accept and process this message.

 Advocate: http://www.evolveusa.com

The Evolve USA campaign takes on the issue of gun safety by advocating that gun owners lock up their guns when not in use in order to prevent accidental gun deaths. Although nonpartisan, the campaign seemingly attempts to appeal to right-wing gun owners (who may typically disregard gun safety messages) through a very patriotic themed website, numerous mentions that “you may not need this message, but someone out there does . . . pass it on”, witty posters regarding marksmanship, and downloadable shooting targets. Throughout their website and on all downloadable items, they include their slogan to, “Clear it. Check it. Lock it.” in patriotic design, of course.

 Combined Objectives: https://www.youtube.com/watch?v=avTWvmjg674