Blog Swipe 3.2: Headline (best body copy of a print ad)

Media : Online- Print Ad (http://adsoftheworld.com/media/print/ywca_work_for_free)

Title : Demand Equal Pay

Sponsor: YWCA, Auckland

Prospect : Convince the public that it's not right for women to be paid less than men.

Product: Awareness (PSA).

Problem: Until today women in New Zealand are discriminated in the workplace. Females are paid 10% lesser than males but, both genders pay for the same amount of student dept in order to have a better future. The problem is that not enough awareness is going around for people to fight this injustice. Thus, the creation of this ad is to help solve this problem.

Objectives: To raise awareness on gender inequality in the workplace, and to receive support in introducing the Pay Equality Bill to the Parliament.

Strategy : The ad strategy is by letting the audience picture the worst case scenario in order to attract the public's attention and to get the message across on how serious this issue actually is. Also, the ad strategy is extremely convincing because it is a factual ad. Hence, both men and women are perceptual to this form of advertising. 

Tone: Shocking / Cold / Serious

Brand Character : Powerful

Interesting Element: Headline.

"FROM NOW UNTIL THE END OF THE YEAR, WOMEN WILL WORK FOR FREE"

It's interesting because it's such a powerful and controversial statement that it will take anyone off guard. Nobody in the right mind works for free, let alone a whole nation of females! This will stir up the curiosity of everyone. Other than that, the font design is bold and all letters are capitalized. Thus, the headline projects a very strong and serious tone that will not be taken lightly by the viewers. 

Written by:

Natalia Melissa Singa

0304567