This project is a study of the audience and reception to the campaign Vi har brug for dit blod, mand! The campaign is aimed at young men at the age of 17 to 25, and consist of a poster and an article. The famous duo, Peter Falktoft and Esben Bjerre, are ambassadors for the campaign. The study is based on interviews with representatives of the target group. This empirical material is used to form a general knowledge about the target group and their relation to blood donation, and to examine their view on the poster and the article. Three theorists support the analysis: Sepstrup, Schutz and Schrøder. Preben Sepstrup on the five features of the receiver is used as a guideline to cover relevant themes in the audience analysis. Alfred Schutz contributes to define blood donations relevance to the target group, and Kim Schrøder’s media reception subsidizes with identification of the target group’s perception of the poster and article. The results show that the target group was influenced by the personal relationship between the ambassadors, Esben and Peter. Furthermore they emphasise that the motivation to give blood increases if a friend need it. However, the lack of information has a negative effect on them. They especially seek practical information, for example on how long the blood collection takes. In future development of the campaign, it is important to implement practical information. Many informants finds it cumbersome to donate blood, which should be met with information. Furthermore, it is important for the sender, GivBlod, to meet their audience on the social media, since it is a big part of the everyday.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||20 jan. 2016|
|Vejledere||Tine Mark Jensen|