I’ve taken a look at these 3 campaigns in order to determine what their message is about, and, most importantly, how they get it across to the public.
No Farms No Food- The American Farmland Trust.
The “No Farms No Food” campaign from the American Farmland Trust focuses on the critical issue of conserving and increasing American farmland in order to successfully create a sustainable farming network that avoids being turned into massive land developments. The opportunity from this work is to, as the website puts it, “Advocate, Educate, Innovate, Investigate, and Collaborate” with various groups and volunteers in order to combat the issue. Key audiences include farmers in general (looking for opportunity in order to avoid selling land), everyday citizens interested in food conservation, as well as public officials, of whom the AFT lobbies on these issues. Logistical arguments are made heavily when considering rhetorical devices, ultimately arguing the logistic necessity of farm conservation, largely in the interest of food protection and other issues, such as price controls. The message of this campaign, put simply, can be summed up well in the mission statement, which reads: “Protect farmland, promote sound farming practices, and keep farmers on the land”. Additionally, a significant emphasis is placed on individual involvement, allowing for many opportunities to join this campaign on the website. Media tools to send out this message include the educational website, as well as various social media platforms that provide information and links back to the website, which include such platforms as Facebook, Twitter, Instagram, LinkedIn, as well as YouTube.
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Equality Illinois: Fighting for LGBTQ Rights.
Equality Illinois is a civil rights group bases in the state of Illinois that seeks to educate, empower, and advance the rights of LGBTQ Illinoisians. The group additionally works with various organizations and entities in order to eliminate discrimination of others based on sexual orientation. Presented with the problem of discrimination and the opportunity of rights advancement Equality Illinois would then seek to educate others on the mission of the organization, lobby on behalf of the organization, seek to elect candidates that fall in line with the campaign’s guiding principles, as well as advancing the ideal goal of others being treated with dignity and respect regardless of orientation. Key audiences include those seeking to be educated and furthering the cause of the campaign, LGBTQ Illinoisians, as well as public officials, of which the organization heavily lobbies. Rhetorical tactics include a significant emphasis on pathos, or an emotional approach, largely demonstrated by the campaign’s core principles of seeking empathy on the basis of tolerance and respect for others; while ultimately this could be argued from a logical standpoint, the ultimate success from this campaign comes from an emotional and human understanding from others on the basis of equality and respect of others. This is similarly advocated in the campaign’s messaging, with the organization’s website stressing it’s ideal values to include inclusiveness, respect, fairness, and effectiveness. The mission statement, critical in messaging, additionally states: “Equality Illinois builds a better Illinois by advancing equal treatment and social justice through education, advocacy and protection of the rights of the LGBT community”. Media tactics include numerous opportunities to get personally involved on the website, as well as various social media platforms, including Facebook and Twitter.
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Think-Eat-Save: Reduce Your Foodprint.
The Think-Eat-Save program involves the fighting of food waste around the world. The website acknowledged the massive amount of global food waste as the primary problem, and signals an opportunity to avoid such in partnering with various established food preservation campaigns in order to solve this problem. Key audiences include those expressing an interest in the cause, as well as global public officials and those in charge of a farm and food policy in individual countries, in order to seek change relating to the campaign’s ideals; in many ways, this campaign seeks to lobby such officials. When considering rhetorical tactics, ethos is used heavily, with the organization largely framing this issue as a logistical one; food waste makes no sense, and simply cannot occur, in their view. It should also be noted that a pathos approach takes place as well, with the campaign often noting that if food waste was reduced in its entirety, that would be enough to feed significant numbers of those starving in countries such as Africa. The message of the campaign can be put rather simply, with the problem openly noted as the idea that food waste, as it stands today, is unacceptable, however throughout organizations and partnerships, we can truly enact substantial change that seeks to curb this reality. The purpose of the website, as quoted on the actual site, is stated as “We offer the Think.Eat.Save website as a portal to showcase these ideas to provide a one-stop shop for news and resources, and to launch our call for everyone to take action on this global concern”. Media strategies include a variety of digital platforms, including Facebook, Twitter, and LinkedIn.
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