Issue to be Addressed: The CUD Reads Story-Telling Competition aims to address the way in which the Covid-19 Pandemic has had a negative or positive social, economic, or psychological effect on the youth. The contest aims to motivate the youth to participate in the contest as a creative release and to go beyond the data and statistics that represent the impact the pandemic has had on the youth.

 

Communication Objective: Raise awareness on the CUD Reads Story-Telling Competition, and urging individuals to participate in one or more categories as means of creative release and reflecting on the ways in which the pandemic has affected them.

 

Target Audience: 

Demographics: The demographics for the story-telling competition will be 

• High school students between the ages of 15-17 who are located in Dubai, Abu Dhabi, and Sharjah and 

• University students, ages 18-22, who are located in Dubai, Abu Dhabi, Sharjah and Canada.  In addition, the students will come from established English-medium schools. 

• All races and both genders fall into the category for our target market. 

Psychographics: 

• Participants will either have an existing interest in reading, writing, literature, creativity, photography and/or enjoy partaking in competitions, or have an interest in trying something new.

• Active Social Media Users

 

Compelling Benefit: Providing an individual with the opportunity to express themselves and experience a psychological relief as they have an outlet in which they can express their anxieties, hopes, dreams during the past year. 

 

Creative Strategy: The campaign will focus on highlighting the fact that statistics do not define an individual and their experience. Hence emphasizing the fact that we want to look beyond the number and are interested in hearing your story. Therefore the campaign slogan is

‘Unravel your story.’