[Mini] Strategic Communications Plan

Prostitution & Society :

Public Service Announcement

Messages in the public interest disseminated by the media without charge with the objective of raising awareness, changing public attitudes and behavior towards a social issue..

STRATEGIC COMMUNICATIONS PLAN

1. Identify the issue

-prostitution

2. Determine goal 3. Identify & profile audience

-situation analysis

4. Develop messages
-marketing strategy & objective -identify messages to be made

5. Select communication channels 6. Execute strategies

.

1. IDENTIFY THE ISSUE

prostitution ;
services to another person in return for payment

The act or practice of providing sexual

1. IDENTIFY THE ISSUE

prostitute ;
1. a woman who engages in sexual intercourse for money

noun

1. to offer (oneself or another) in sexual intercourse for money 2. to offer (a person, esp oneself, or a person's talent) for unworthy purposes

verb

1. IDENTIFY THE ISSUE

why prostitution??
Prostitution is a victimless crime that continues to dehumanize women. It is a known problem that has yet to be resolved or altered.

Attitudes toward prostitution reveal the social and gender imbalance that exists in our society.

2. DFINE THE GOAL

RAISE AWARENESS CORRECT PERCEPTIONS

3. IDENTIFY & PROFILE AUDIENCES

Situation Analysis
Company Background Product Analysis Consumer Analysis Market Analysis

COMPANY BACKGROUND

3. IDENTIFY & PROFILE AUDIENCES

4000 BC, Sumer: Prostitution is a part of life in the earliest known civilization 500 BC; Greece: Government sponsored brothels are set up to ensure all men can afford a prostitute 960; China: Brothels suspend red lanterns on their doors and so the first redlight district is born 1586, Italy: Pope Sixtus V makes prostitution punishable by death 1831, NYC: 250,000 people live in NYC, approximately 4% are prostitutes 1875; US: The Page Act is passed, it is the first US federal law against prostitution 1910; US: The Mann Act or White-Slave Traffic Act was passed. At this time 1 out of every 50 American women work as a prostitute 2000, US; The Trafficking Victims Protection Act was passed

2012; US More than a million people in the US have worked as prostitutes

PRODUCT ANALYSIS
The female: the sex worker

The powerless

The abused

The poor

The hopeless

IDENTIFY & TARGET AUDIENCE

the average woman sex worker is between the ages of 12-45

African American

.
White

Interracial

Low annual HHI income < 50,000 Not married Low education level

3.

IDENTIFY & TARGET AUDIENCE

the average woman sex worker is between the ages of 12-45

African American

.
White

Interracial

Low annual HHI income < 50,000 Not married Low education level
As of 2008, the average age of girls entering prostitution is 13.5 years old, compared to the 1995 median age of 16

3.

IDENTIFY & TARGET AUDIENCE

Poverty Low self-esteem Poor education drug addiction

Dysfunctional family

Parental absence

Peer pressure

3.

Seeking rebellion thrill seeker family abandonment History of sexual abuse

IDENTIFY & TARGET AUDIENCE

Poverty Low self-esteem Poor education drug addiction

Dysfunctional family

Parental absence

Peer pressure

3.

Seeking rebellion thrill seeker family abandonment History of sexual abuse

CONSUMER ANALYSIS
The Johns

IDENTIFY & TARGET AUDIENCE

The John

Men of all ages, races, religions, and

backgrounds do it. Rich men do it, and poor men do it, in forms so varied that they can be summoned at a moments notice-- Leslie Bennetts, journalist, Newsweek Magazine

3.

The user

The sadist

The regular

The pedophile

3.

IDENTIFY & TARGET AUDIENCE

IDENTIFY & TARGET AUDIENCE

the average john is a male, aged 34-54

African American

White

Mexican American

Not married / Unhappily married All income levels depending on geographics

3.

IDENTIFY & TARGET AUDIENCE

Comparing Sex Buyers With Men Who Dont Buy Sex : July 2011
Melissa Farley, clinical psychologist studies prostitution, trafficking and sexual violence

Overall, the attitudes and habits of sex buyers reveal them as men who dehumanize and commodify women, view them with anger and contempt, lack empathy for their suffering, and relish their own ability to inflict pain and degradation.

3.

IDENTIFY & TARGET AUDIENCE

Asked why he bought sex, one man said he liked

to beat women up.

Prostitution can get you to think that things you may have done with a prostitute you should expect in a mutual loving relationship

you get to treat a ho like a ho

Youre the boss, the total boss, said another john. Even us normal guys want to say something and have it done no questions asked. No I dont feel like it. No Im tired. Unquestionable obedience. I mean thats powerful. Power is like a drug.

3.

3.
IDENTIFY & TARGET AUDIENCE

MARKET ANALYSIS

3.
IDENTIFY & TARGET AUDIENCE

1% of women, or over 1 million

people in the U.S, have worked as prostitutes

1% of women, or over 1 million

people in the U.S, have worked as prostitutes

to leave prositution but cant due to lack of money or food

92% of women say they want

1% of women, or over 1 million

people in the U.S, have worked as prostitutes

to leave prositution but cant due to lack of money or food

92% of women say they want

U.S citizens are arrested a year for soliciting sex.

80,000

1% of women, or over 1 million

people in the U.S, have worked as prostitutes

to leave prositution but cant due to lack of money or food

92% of women say they want

U.S citizens are arrested a year for soliciting sex.

80,000

827

Minors are arrested each year in the United States

MARKET ANALYSIS

IDENTIFY & TARGET AUDIENCE

Nevada: only legalized state in U.S.

37 top cities studied 10-20% street prostitution
New York Los Angeles Dallas Kansas City Minneapolis Indianapolis San Francisco Seattle Orlando Chicago Boston Atlanta

Smaller cities 45-80%

3.

AUDIENCE

SOCIETY
The public

FEMALES
Age 8-18

DEFINE MESSAGES

Prostitution is not the problem.

4.

DEFINE MESSAGES

Prostitution is not the problem.

Society is.

4.

SELECT COMMUNICATION CAHNNELS

Ads in magazines:
Seventeen and Glamour

TV channels:
Teen Nick, MTV, VH1

Banner ads & Rich Media on web sites:

Facebook, Yahoo, Pandora, and sites that correlate with our PSAs

Outdoor ads:
Billboards, ads on buses, ads on benches

5.

6. EXECUTE STRATEGIES

EXECUTE STRATEGIES

6.

EXECUTE STRATEGIES

6.

"As long as we point the finger away from ourselves, away from the institutions that blame and criminalize women and children for their own rape, sexual abuse, trafficking and slavery, away from the men who we normalize as - Johns, - and as long as we disconnect adult prostitution and the exploitation of children and disconnect prostitution and trafficking in human beings for the purposes of rape and sex slavery; then we are to blame and we have assisted in creating well-funded transnational criminal networks dollar by dollar. Norma Hotaling

Works Cited
Bennetts, Leslie. The John Next Door. The Daily Beast. Newsweek Magazine, 18 July 2011. Web. 27 Nov. 2012. Craw, Holly. A brief history of prostitution laws and the Trafficking Victims Protection Act. Examiner. n.p., 23 Nov. 2010. Web. 27 Nov. 2012. Esma, Charlene. A Timeline of the History of Prostitution. Yahoo! Voices. Charlene Esma, 26 Feb. 2010. Web. 27 Nov. 2012. Farley, Melissa. Prostitution: Factsheet on Human Rights Violations. Prostitution Research & Education. n.p., 2 Apr. 2000. Web. 27 Nov. 2012. Grady, Kathleen. Sex Bias in Research Design. Psychology of Women Quarterly 5.4 (1981): 628-636. Web. 27 Nov. 2012. Human Trafficking Facts. International Crisis Aid. n.p., n.d. Web. 27 Nov. 2012. Jesson, Jill. Understanding Adolescent Female Prostitution: A Literature Review. British Journal of Social Work 23.5 (1993): 517-530. Web. 27 Nov. 2012. Legardinier, Claudine. Roots of Trafficking and Prostitution. Fondation Scelles. n.p., n.d. Web. 27 Nov. 2012.

Works Cited
Mac, J. Prostitution in the United States: Sex, Drugs, Alcohol & America's Moral Outlook. Yahoo! Voices. Yahoo! J Mac, 7 Nov. 2006. Web. 27 Nov. 2012. Parker, Joe. How Prostitution Works. Prostitution Research & Education. n.p., 4 Aug. 1998. Web. 27 Nov. 2012.

Prostitution in The United States - The Statistics. Prostitutes Education Network. n.p., n.d. Web. 27 Nov. 2012.
The Prostitution Statistics You Have to Know. Laws.com. n.p., n.d. Web. 27 Nov. 2012.

The Stats on Prostitution. Visual Academy. n.p., n.d. Web. 27 Nov. 2012. Vincent, Karen. Teenage Prostitution - A Serious Issue in the United States. Ezine Articles. n.p., 16 Sept. 2008. Web. 27 Nov. 2012.