A Study Of the
Effectiveness of Using a
Guerrilla Approach
Advertisement Campaign
For Unequal Pay
Statisitics Show that women earn 20% less than men in Malta.
A research project was done to obtain reactions and emotions from the participants. This was carried out by giving a participant a burger with the missing piece although he would still pay for full. This situation would represent the statistics found.
Based on the reactions obtained, emotions were obtained. The guerrilla approach for this campaign is done in two ways.
An Example of the first set of 6 posters that would generated word of mouth. This would be achieved though curiosity because the message not straight forward to understand; based on a focus group of 8 people, 2 got it right within just a few seconds.
The message in these first posters is that people get emotional for a situation, in this case illigel bird hunting, but not for unequal pay;
The second set of posters would mention stated projects that would generated
discussion through politics, given that Maltese people are biased and very politicaly active. The posters here, question the priorities of the said projects over the issue of unequal pay.
discussion through politics, given that Maltese people are biased and very politicaly active. The posters here, question the priorities of the said projects over the issue of unequal pay.
