Amal move­ment – Dr. Talal Ha­toum

ArabAd - - CONTENTS -

CRE­ATIVE RA­TIO­NALE

The Amal move­ment launched its me­dia and ad­ver­tis­ing cam­paign based on a num­ber of pil­lars:

- Its his­tory that goes back to 1974, its

found­ing year. - The re­formist pa­per launched by Imam

Musa al-sadr in 1977. - The slogan that has been raised through­out its his­tory con­cern­ing the sol­i­dar­ity of the Lebanese, their co­ex­is­tence and the diversity of com­mu­ni­ties that char­ac­ter­izes Le­banon. - The con­stant call for di­a­logue be­tween

the seg­ments of the Lebanese so­ci­ety. - To lift the de­pri­va­tion of all Lebanese ar­eas, re­gard­less of their sec­tar­ian and po­lit­i­cal af­fil­i­a­tions. - To es­tab­lish that the strength of Le­banon in the face of Is­raeli greed is to re­sist its peo­ple and pre­vent its Na­tional army from spread­ing.

All of the above con­sti­tute the ba­sis on which the Amal move­ment wants to ad­dress all Lebanese peo­ple. How­ever, it needs to be com­mu­ni­cated through a well-stud­ied ap­proach for the mes­sage to be prop­erly con­veyed via me­dia and ad­ver­tis­ing. Con­se­quently, the strat­egy and its cor­re­spond­ing plan in­clude the use of bill­boards, vis­ual and sound me­dia, as well as the use of all means of so­cial com­mu­ni­ca­tion.

Ads that ad­dress the pub­lic and urge peo­ple to vote are no longer suf­fi­cient be­cause the cit­i­zen votes ac­cord­ing to his opin­ion, po­lit­i­cal af­fil­i­a­tion and trust in a can­di­date, there­fore we need to in­tro­duce to the au­di­ence a clearer pic­ture of the can­di­date.

ON THE CHOICE OF ME­DIA CHAN­NELS

Out­door ad­ver­tis­ing is no longer suf­fi­cient in the arena of mass me­dia and ad­ver­tis­ing, es­pe­cially with the spread of so­cial me­dia chan­nels and the fact that such cahn­nels pro­vide us with the op­por­tu­nity to in­ter­act with an au­di­ence rather than be­ing lim­ited to ex­pos­ing our mes­sage.

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