“JiffyEyes” Application Proposal

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Product Name/Description 

An application named “JiffyEyes” will be created and published on IOS and Android application stores. This app will be used by who use social networking sites (SNSs), like Facebook, Facebook, Twitter, Instagram, WordPress, Youtube, online newspapers and forums. “JiffyEyes” app will work as an trace scan function on users’ accounts. Users have posted many things everywhere on their SNS from the past up to now. However, once day, they may want to find the post which they do not want it to exist anymore. In fact, according to Lomborg (2013), once the status update, the tweet, blog post and comment have produced, they may out of the author’s control. Besides, it takes a huge amount of time to go through a hundred or even a thousand posts or comments on SNSs to find the unwanted post and delete it. It is not effective and takes time. Now, the users only need to download the app for free, sign in their SNSs’ accounts, type keyword to search and they will see all the posts which relate to the key word  such as comments, status, image captions or notes which are posted by user immediately. As a result, the users can manage what they post, can delete unwanted posts fast and effective without wasting time for finding it manually.

Moreover, this app also helps users protect their identity on cyber space. For example, a new graduate man want to apply for a job of a ‘anti-dog meat’ NGO and he remembers that he/she has posted many post on their sites about dog meat like ‘I love dog meat’, ‘dog meat is delicious’, etc. This app would be an effective tool for him to find out his old posts immediately and he can delete or hide that posts in order to protect his image/ reputation.

Lastly, the app can search as fast as a blink so it would be named “JiffyEyes”.

Product/ service purpose

The app aims to help the users manage their posts on their SNSs in order to protect their identities and reputations

3 Key benefits

–  Protecting online users’ image/identity in your future career professionally

– Being fast and effective tool in managing online users privacy

– Free, Easy to install and use, not require pro IT skills

Target User 

Demographics Psychographics Behaviours
–       Vietnamese

–       Social media users

–       Both 2 genders

–     Age: 18-27

–            They usually present their identities and express themselves on cyber space. So, they may show their opinions freely at the beginning on SNS without any concerns about consequences.

– People not only use SNS for entertainment but also build, develop or maintain their relationship in reality (Albarran 2013, p.133).

–            They want to get a lot of attentions from others on virtual world (Albarran 2013)

–            Being social media users and usually spend a large amount of time on SNSs

–            They use SNSs for various purposes like playing game, keeping in touch with friends, get new friends, playing games and updating news (Lomborg, 2013)

–            They used to share their lives, opinions or information on social media.

– They used to not pay much attention on setting the privacy systems or addicted to post anything on their sites without considering its consequences

Market/Competitors Research

What need is it filling and how is it doing it?
“JiffyEyes” is going to be the first personal scanner for social media in Vietnam. It will be a first app can help Vietnamese social network users can find out everything what they have posted under their accounts in a fast and convenient way. It is also a useful tool for people who used not to pay much attention on their online privacy or identities, want to filter their sites in order to avoid unplanned risk in reality. The key point is that “JiffyEyes” app can search as fast as a blink.As the target publics mentioned above, social media is a new platform which the users can speak and express themselves freely on their personal sites without considering its consequences. As we showed before that some users want to get more attentions on cyberspace by publish some unsuitable or joking post and it cause serious trouble in their real lives. For example, there are 2 girls who have posted a status on their Facebook about Ebola and Ebola is a hot issue at that moment (Vietnamnet, 2014). Their status talked that Ebola has appeared in Vietnam (figure 1). However, it is not true and this status has reached by huge amount of people due to high spread of social media. As a result, polices have caught 2 girls in order to interrogate and they may had to face with pecuniary penalty due to producing fake news (Vietnamnet, 2014). This case represents the alarming issue among the social media users, especially for young adults. Thus, it is possible to claim that “JiffyEyes” app is a necessary tool in the market.
As we know that the biggest searching company is Google which can collect and find out any information related to the searchers’ key words. However, it is not able to search information in a personal sites scale or comments. Google search tool is used for finding the information in the everywhere on cyber space by typing key word…What other related products are on the market?  How is your product different/unique?

Cyber Issue

Personal Identity & Privacy Online

In the past, with the appearance of Internet, cyber world is a place for people to act-out their own unanswered conflict, to freely express their ideas, views and to comfortably present themselves to the world without fear. Cyberspace creates an opportunity for users to show their other characteristic that they cannot expose in real life (Turkle 1999).

Today, cyber users still freely express their views or opinions by words or images as a habit (from the past) or people even show their personal information on social media so easily without thinking. It is like a habit. People don’t recognize that cyber world now is different from the past. It is not a place for free expression anymore and it is not “privacy” anymore, cyber world now represents both online and offline identity of a person (Warburton 2013 & Turkle 1999). The cyber world has a strong connection with cyber identity. Example, if you post a status to express your view about a social issue and you use bad words, your future boss or new acquaintances may read it and they may see you as an uncivilized person, it surely damages both your online and offline identity, damage your future. This story has happened to some people; the issue is that cyber user posts too many posts and comments on too many topics that they cannot manage it immediately and effectively. It takes at least a day or even a week to find an unwanted post on user’s Facebook account.

With this application, in a jiff, users can manage their privacy and protect their online identity. Kizza (2010) claims whenever you go online, there is nothing called “privacy” anymore.  Now people can judge other people based on cyber lifestyles, they don’t even need to meet the person in real life. Personal identity or personal image can be damaged or even ridiculed through cyber world if people can’t manage their activities online (Kizza 2010 & Larose 2007). The app “JiffyEyes” helps cyber users to manage what they have posted, what they have commented in any type of online platforms in seconds, users only need to type keyword. Example, you remember you have said something really bad but you can’t remember where on your Facebook, you sign in “….” And start typing keyword, it appears on Friday 13th 2010, “F**k Yew”…You find it immediately even it is from 5 years ago, you can delete it or change it a little bit maybe “Food Yew”. No one can judge you now, you can totally be confident for your future’s life and career. The app is very easy to use and do not require complicated “IT” skills. By using this application, you are showing yourself as a civilized citizen. It helps you to enhance your image, protect your identity and create a better intimacy relationship with new acquaintances. Lambert (2013) has said that Facebook now becomes a place for users to search about other people. Facebook shows individual identities and transforms new acquaintance into positively more intimate friendship. People say “I’ll Facebook you” to their new friends because they want to see how is he or she on social network, therefore managing your online identity and protecting it is very important. “Jiffyeyes” app will help users to manage it in a best way, fast and effective also.

Vietnam represents a collectivist culture. Vietnamese people tend to follow the crowd and refer sticking to a group than going alone. Individual rights are secondary; rights of the group take precedence (Samsuri & Ismail 2013). American people are independent. They always manage their online privacy very well and protect their online identity very carefully. On the other side, Vietnamese people are dependent so their attitudes about online privacy are limited; they do not manage their online privacy well and also do not guard their personal identity wisely. This app encourages users to practice managing their online privacy and create a new habit for Vietnamese users as they should use this app to protect their online identity, being a civilized person. “Jiffyeyes” help to create a better future for users in their life and career.

Word count: 1601

This is how “Jiffyeyes” will look like in app store: (our first sketch)

 

 

 

References

Albarran, AB 2013, The Social Media Industries, Routledge, US.

Kizza, J. M. 2010, ‘ Anonymity, Security, Privacy, and Civil Liberties’ in Ethical and Social Issues in the Information Age, 4th edn.,Texts in Computer Science, Springer- Verlag London, USA.

Lambert, A. 2013, Intimacy and Friendship on Facebook, Palgrave Macmillan, UK

Larose, R & Rifon, J 2007, ‘Effects of Privacy Warnings and Privacy Seals on Risk Assessment and Online Privacy Behavior’, Journal Of Consumer Affairs, vol.41, iss.1, pp.127–149.

Lomborg, S 2013, Social Media & Social Genre: Making Sense of the Ordinary, Routledge, US.

Samsuri, S, Ismail, Z 2013, Personal Medical Information Management: The Information Privacy Culture of Asian Countries, Journal of Economics, Business and Management, vol.1, No.4.

Turkle, S 1999, “Cyberspace and Identity,” Contemporary Sociology, Vol. 28, No. 6, pp. 643-648.

Warburton, S & Hatzipanagos, S 2013, Digital Identity and Social Media, IGI Global Snippet, US

“Internet”: Culture of Distraction!

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We are now living in a digital world with a huge development of modern technologies and the fast growth of the Internet. Well, we cannot deny the benefit that the Internet brings to us, it’s even better than before with the support of modern technologies such as smart phones, tablets, laptops, touch-devices and so on. However, because of the development of modern technologies, the Internet has been put into a controversy as some experts claim the Internet has created a culture of distraction.

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Even though the Internet has helped people to increase their knowledge and it also brings amazing, entertaining time to people. However, experts say recently productivity is destroyed by distraction, straightforwardly the internet distraction (Silverman, 2012 & Techvibes, 2015). In workplace, employees tend to be more distracted in their paper work, they have less concentration on working purpose and spend their time to do “other thing” online (checking Facebook, checking games, shopping online, reading news, watching video…). The modern world brings modern spaces with modern technologies to us so people can easily go online and connect online. Well, people think modern items will apparently help them to maintain effective work and creative work. Conversely, modern technologies go with the Internet, this is what we call a Terminator. The Internet is not only giving us what we need but also giving us many options, many interesting and attracting features which we don’t really need.

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The Internet attracts people to keep going online and forget about reality. A research from Techvibes (2015) has shown that employees from office places tend to have lots of distraction. Gloria Mark has done his research about “Internet Distraction in working place” and he stated that in average, employees check their Facebook 20 times and check mail over 70 times in their working time, instead of focusing on paper working (collected from Techvibes, 2015).  Evidently, The Internet is causing distraction than ever before. The Internet has changed since the arising of smartphone and other smart devices. The purpose of the Internet now is more related to self-entertaining than working or gaining knowledge (Kraus 2012). There is a story of my life that I want to share here. When I was grade 12, and the Internet almost kills my life…”almost”… I remember that was the important time for students to prepare for the most significant exam of student life: “University Entrance Exam” and students only had one month to review lessons before the final exam. I was totally distracted by “Audition” game and 360blog and yahoo. My dad got angry and he had destroyed 3 computers because of me. My parents are totally disappointed. Luckily, I realized I was wrong and I started to focus on studying (of course after 3 computers were destroying then I started to realize).

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Distraction which is caused by the Internet will create terrible consequences but it is unforseen consequence that’s why people usually don’t care about it. Kraus (2012) said that human starts to be friendlier with their smartphone and people in it than real people around them. People usually get distraction when a Facebook notification or something pop-up in their phone. I think this is still true these days (in 2015). The virtual connection kills real relationship and the virtual community can only exchange experience through mediated computer screen (Rheingold 1993), so it hinders people to have real life experience and wastes people time to achieve goals in their real life. Young adult or even kids are craving for the Internet these days (Richtel 2010). The Internet is like the food and soul to some people. Horava (2008) said that distraction has become a normative state which means online distraction is now becoming a common public concern for anyone who takes it seriously. In my opinion, I think online distraction reduces the quality of real life, it makes our life become passive (Carr 2008) and we become less productive because we lean on the Internet too much and care for it too much.

References:

Carr, N 2008, “Is Google Making Us Stupid? What the Internet is Doing to Our Brains,” The Atlantic Monthly, viewed on 24th April 2015, http://www.theatlantic.com/magazine/archive/2008/07/is-google-making-us-stupid/306868/>

Horava, T 2008, “Navigating our days in a culture of distraction”, the Journal of Library and Information Practice and Research, vol.3, no.2

Kraus, J 2012, “We’re Creating a Culture of Distraction”, Joe Kraus [blog], viewed on 24th April 2015, < http://joekraus.com/were-creating-a-culture-of-distraction>

Richtel, M 2010, “Growing up digital Digital, Wired for Distraction”, from “Business Today – Technology”, The New York Times, viewed on 24th April 2015, <http://www.nytimes.com/2010/11/21/technology/21brain.html?pagewanted=all&_r=0>

Rheingold, H 1993, “The Virtual Community: Homesteading on the Electronic Frontier”

Silverman, R 2012, “Workplace Distractions: Here’s Why You Won’t Finish This Article”, The Wall Street Journal, viewed on 24th April, 2015, <http://www.ics.uci.edu/community/news/articles/view_article?id=229>

Techvibes, 2015, “Why we stopped paying attention?”, Techvibes Blog, viewed in 24th April, 2015 http://www.techvibes.com/blog/why-we-stopped-paying-attention-2015-04-20

Tell me…Do you really pay attention to the Privacy rules online or just pass it as quick as possible?

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Do we really have privacy when we go online? Well, there is still a debate about it.  A long time ago when we all have no idea about the Internet, the term of ‘privacy’ can be simpler than it is now. Before the age of the Internet, you stay in your room and watch TV or read a comic book or write a diary without anyone watching you, no one knows what you are doing behind the door. This is called the freedom of a person without surveillance. Time flies till the day Mr. Internet comes and knocks at your door in a very gracious and trendy suit bonus a gentle smile, promises us a bright future.  Apparently, no one can resist him. We invite him in with a big hope. Conversely, we don’t know or maybe we don’t care about ‘those data’ which Mr. Internet brings along with him are extremely dangerous… Those data work like detective; they silently collect our information, our personal material that we provide online, they silently watch us doing things, surfing web. Our online privacy is no privacy at all. When we use social media such as Facebook, Twitter, Myspace… All of the information about us are saved somewhere in the cyberspace and anyone can find or access it. Hence, without cautious, people can easily get involved in serious trouble.

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Recently, a fresh wind blows ‘Facebook’ to Iran. To Iranian, Facebook is something related to ‘Freedom’ in their mindset. However, to the Government, Facebook is a mousetrap for dissident, is a tool to help the government control the social and politic of Iran. Consequently, a photographer named Soheil Arabi was imprisoned and punished to death for his offend about the Prophet of Islam by using his Facebook account. (Rigot 2014). This is an example of using social media without cautious, the police can easily find out your information and catches you anytime if you say something sensitive related to Government policy.

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Another story that gets in privacy concern is the announcement of changing privacy policy by Google in 2012. Google will add posts from Google Plus and put it into search results. This creates controversy and criticism as people who use Google Plus don’t want or even they don’t know if their post will appear in the search results (Miller, C 2012). By that, everyone can easily search for their information and steal their privacy. To reinforce the idea of privacy, a specific case that happens in Vietnam several years ago, as we all remember Hoang Thuy Linh – Nhat Ky Vang Anh. She has a scandal in 2007 when her boyfriend uploads the sex video clip of them online. It happens 8 years ago but till now, it still has a negative impact on Hoang Thuy Linh career. She is excluded from the music show ‘The Remix’ 2015 because of her scandal in the past (Phu Nu News, 2015).

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Optimistically, there are remaining ways for users to protect their online privacy such as using high-quality version of virus protection, setting security policy for their own, blocking pop-ups, creating online firewall, managing cookies and so on (Youn, 2009). However, not many people know how to set up these things as this is the “IT” thing and yes, it’s a complicated process with many steps (Larose & Rifon 2007). How can we request a normal person to create their own network security while they have no idea about it? The debate is on-going.

References

Larose, R & Rifon, J 2007, ‘Effects of Privacy Warnings and Privacy Seals on Risk Assessment and Online Privacy Behavior’, Journal Of Consumer Affairs, vol.41, iss.1, pp.127–149

Miller, C 2012, ‘Google To Update Privacy Policy to Cover Wider Data Use’, NY Times, viewed on 15th March 2015, <http://bits.blogs.nytimes.com/2012/01/24/google-to-update-its-privacy-policies-and-terms-of-service/?scp=2&sq=google%27s%20new%20privacy%20policy&st=cse&_r=0>

Phu Nu News, 2015, ‘Hoang Thuy Linh bi the Remix loai vi scandal khung khiep sau vu clip sex’, Phu Nu News, viewed on 15th March 2015, < http://phununews.vn/giai-tri/hoang-thuy-linh-bi-the-remix-loai-vi-scandal-khung-khiep-sau-vu-clip-sex-71503.html>

Rigot, A 2014, ‘Facebook – A double-Edged sword’, Article 19, viewed on 15th March 2015, <http://www.article19.org/resources.php/resource/37781/en/facebook-%E2%80%93-a-double-edged-sword>

Youn, S 2009, ‘Determinants of Online Privacy Concern and Its Influence on Privacy Protection Behaviors Among Young Adolescents’, Journal of Consumer Affair, vol.43, iss.3, pp.389–418

Let’s find out…

color-emotion

A brand is not only a product or a service; it is a creation with personality. Thus, branding is the process of creating unique, irreplaceable and strong image for companies, relied on their personalities and identities (Kotler 2009). Branding is an activity that differentiates one seller to other sellers (Kotler. 2009).  Branding helps companies to uphold and expand its position in marketplace, improve economy status. Furthermore, a strong and unique brand reinforces buyers’ decision in decision-making process when they have to choose one product among thousands of other competitive products (Kay, 2006). Thus, the stronger the brand, the more chances of successful the companies will have (State of Queensland, 2014).

According to Dvorak (2010), building a brand is to create a long-term growth and a sustainable growth in order to reinforce the connection between companies and target consumers. Kelley and Jugenheimer (2008) stated that branding is not only showing the company’s name, branding is a developed process of generating brand appearance, brand name, brand awareness and brand personality. In order to successfully build a strong brand, companies should focus on reinforcing brand image, brand awareness and brand personality because these elements differentiate this brand from other brands and these key elements also have big influence on consumer behaviors (Dolak 2005).

Brand Image

According to Dawn Dobni and George M. Zinkhan (1990), brand image is a vital concept which mainly affects consumer behavior. Brand image is the image that stays in consumer perception when one recalls a brand. It is defined as a unique pack of the brand associations that stayed in the mind of target customers (Kelley 2008). In order to strengthen the brand image, the company should concentrate on developing brand associations to create unique trading purpose of the brand.

Brand Awareness

It is the ability that buyers recognize the brand within seeing specific product. Brand awareness roles an important part in supporting advertising dimension and marketing activities (Belch 2009). A higher stage of brand awareness guarantees bigger possibility of brand selection, reinforce consumers loyalty and decreases the influence of competitors in marketplaces. (Kotler, 2009).

Brand Personality

Brand personality is considered as the major feature of identifying the brand. It is the emotional sight that embodies the characters of purchasers (Kelley 2008). Although the brand personality bases on experiences, advertising still has an important role in the process of creating brand personality because it creates interests (Kelley 2008).

References

Belch, GR & Belch, MA 2009, “Advertising and Promotion: An Integrated Marketing Communications Perspective”, 8th edn, Mc Graw-Hill, New York.

Belch, GE & Belch, MA 2009, ‘An Introduction to Integrated Marketing Communications’, Advertising and Promotion, 8th edn, McGraw-Hill Irwin, New York, USA

Dolak, D 2005, Building a strong brand: brands and branding basics, viewed 31th March 2014, http://www.brandframe.no/files/Fagartikler1_50/36BuildingAStrongBrand.pdf

Kay, M, J 2006, ‘Strong brands and corporate brands’, European Journal of Marketing, Vol. 40, Iss: 7/8, pp.742 – 760.

Kelley, LD & Jugenheimer, DW 2008, “Advertising Media Planning: A Brand Management Approach, 2nd edn, M.E.Sharpe”, United States.

Kotler, P, Armstrong, G, Ang, SH, Leong, SM, Tan CT & Yau OH 2009, Principles of Marketing: A Global Perspective, Pearson, Singapore.

Dvorak, D 2010, “Build Your Own Brand”, Pelican Publishing Company, America.

Dobni, D & Zinkhan, M 1990, ‘In Search Of Brand Image: A Foundation Analysis’, in NA – Advances in Consumer Research, vol. 17, p. 110-119

Understanding of Cognitive Dissonance & Social Cognitive Theories & The application of them to Public Health Campaign (Smoking Kid – Thailand)

Smoking-Kid

 Link to tvc: https://www.youtube.com/watch?v=g_YZ_PtMkw0

Introduction

Cognitive dissonance theory and social cognitive theory together can be successfully used to deliver message to audience in health campaign, specifically anti-smoking campaign, then these theories may change audience’s attitude and behaviors, especially smokers’ behaviors, however to change behavior, the message has to be persuasive enough to affect audience’s attitude. Mass media is also one important role which supports public health campaign to send out it message (Lorien & Edward 2008). Cognitive dissonance is defined as a process when one receives a message or any information that contradicting to his/her beliefs and attitudes, it leads to the avoidance of obtaining message and the avoidance of behaviors (Severin & Tankard, 2010). Smokers usually avoid or ignore to see or obtain anti-smoking ads, posters or advices because these ways cause dissonance in their beliefs; they believe they can control their health while smoking, so they tend to find way to reduce discomfort-able feelings to achieve consonance (Neal, M 2012). While showing bad consequence of smoking such as lung cancer, dying soon, and black teeth, bad breath, health campaign usually fail to deliver message to smokers maybe because cognitive dissonance is not strong enough to really affect smokers so they tend to ignore. Within using social cognitive, theory of observation and imitation, then applying cognitive dissonance, Thai Health Promotion Foundation has successfully raised awareness of Thai smokers through a campaign called ‘Smoking Kid’ creating by Ogilvy Thai. Cognitive dissonance appears strongly in this campaign because of the appearance of kids with cigarette. Social cognitive applied to highlight the point Kids may imitate smokers to smoke. They also use mass media to spread the message widely. This paper aims to give literature review of two theories and an overview of ‘Smoking kid’ campaign and show how theories are applied to help the campaign achieve success.

Literature review

Cognitive dissonance appears when a person faces a message that conflicts his/her own beliefs, creates discomfort feelings. People tend to reduce dissonance by avoiding or ignoring unfamiliar message that may cause discomfort feeling (Severin & Tankard 2010). However, according to Festinger (1962), the larger the dissonance, the more pressure to decrease it and therefore the more chances for health organization to change audience’s attitude and behaviors. Therefore, the solution is to make sure cognitive dissonance is big enough to influence audiences then it will create bigger pressure for them to reduce it, especially smokers. This way will create success when deliver message in anti-smoking campaign. People tend to selectively seek for familiar message and ignore contradicting one. (Severin & Tankard 2010). However, there is a way to get audience’s attention when delivering uncomfortable message. According to Frey (1976), curiosity is the element that engages audience with unfamiliar message that they tend to avoid or ignore to receive. Selective exposure is used to reduce cognitive dissonance in an effective way (Bryant & Zillman, 2008) and selective attention is used to guide audience to achieve message after reducing dissonance. Emotions and feelings are used to affect audience’s perception; these elements have huge impact on the decision of changing opinions and behaviors/actions in public (Soodan, 2014). Social cognitive theory is defined as one observes and imitates the existing model. After observation stage, behavior can be occurred and shaped (Miller K 2005). Miller stated that imitating bad models, resulting bad behaviors. Kids are naïve and easily to imitate bad behaviors which often produce by adults (Allan Kazdin & Carlo Rotella 2003). The solution is to send message to remind adult that they should be a good image for their children to imitate (Rotella,C 2003).

Media text and theory application

Public communication campaign is defined as a beneficial campaign aimed to influence audience’s attitude and change their behaviors within enormous attempts through communication channels like mass media and through communication actions in a specific time (Atkin & Rice 2012). Public communication campaign is largely used in case of health and social issue. Selective exposure is a concept that one refer to perceive message that reinforces pre-existing beliefs while ignoring opposing or unfamiliar information. Although selective exposure provides useful message and reinforces audience’s knowledge, this element seems to have huge impact on spectators therefore sometimes it leads to failure when delivering message to audience. According to Tan (2012), Asian-Pacific is the region with high number of smokers: 30% of the world’s population. Therefore, anti-smoking campaign is always needed. In the case of anti-smoking campaign, selective exposure appears when smokers tend to avoid and ignore anti-smoking message because they think they can manage their health as good as normal person, threatened ads, posters are not scary at all and bad consequences are vague therefore anti-smoking commercial usually fail to connect with smokers and fail to raise their awareness. Ogilvy in Thailand has known smoker’s perception as they avoid receiving advices of smoking and ignoring seeing threatened ads and posters (The Government and Public Sector Practice, 2014). Ogilvy comes up with a totally new idea, which also creates cognitive dissonance but the bigger dissonance that catch smokers’ attention. Selective attention is used to guide audience (smokers) to achieve the message.

‘Smoking Kid’ Campaign is created when Thai Health promotion Foundation invested in anti-smoking TVC and provided the “Quit line 1600” to help smokers quit smoking and to reduce smoking amount in Thai. However, the number of calls in the Quitline remains low. The idea is to filming kids with cigarette on their hands, going around public streets and asking smokers for a light. This idea is a very creative idea. In adult’s perception, children, kids are naïve and innocent, children must live healthily and play safely. While the action of asking for a light by kids go opposing smokers’ beliefs, it creates cognitive dissonance in their mind (Festinger 1962). However, they cannot avoid the action of the kids; smokers refuse to give the kid a light and start to give the kid advices. They try to reduce discomfort feeling by explaining to the kids instead of ignoring or avoiding. They are accidentally received a message for themselves. “You care for me but why not care for yourself? – Call 1600 – Quit line to stop Smoking” By giving advices for those kids, smokers realize they are the models for those kids to imitate (Rotella, C 2003) and also remind themselves about the bad consequences of smoking. Social cognitive helps to produce the contradiction in smoker’s perception. Smokers usually forget children can imitate them to smoke, social cognitive leads to cognitive dissonance. Cognitive dissonance appears strongly in this campaign because of the appearance of kids with cigarette. Social cognitive applied to highlight the point Kids may imitate smokers to smoke. They smartly apply cognitive dissonance and social cognitive theory, also using mass media to spread the message widely.

The result is outstanding. The video goes viral and creates mirror effect on smokers around the world in an emotional and inspiring way (Neal, M 2012). Online media is used to engage audience around the world. After launching, there are more than five million views on YouTube account and free press coverage in 30 countries. The percentage of calls at “1600 – Quit line” has increased to 40% after the campaign and the campaign raises almost 60% of Thailand population awareness of smoking affect (Wpp 2014). The campaign is successful to deliver message to smokers not only in Thailand but the whole world. Curiosity is created through online communication and because curiosity helps engage audience (Frey 1976) therefore it is a good solution for Thai organization to achieve success. Feelings and emotions are also created when using kids with risky issue like smoking hence reinforcing smokers’ perception.

Conclusion

To sum up, using social cognitive theory and cognitive dissonance efficiently will help public communication campaign to engage with audience and create more chances to gain success. Besides, applying these theories help executives to deeply understand audience’s perception so they can be creative and flexible to execute ideas and works that fit with audience’s mindset. Hence, the campaign may change public attitudes and behaviors based on effective tools and tactic uses. For example, to solve problem from selective exposure, the executives can use social cognitive which creates thoughts, feelings emotionally. Online media makes message go virally and also creates phenomenon curiosity in social norm. The ‘Smoking Kid’ campaign achieves success by effectively using social cognitive and dissonance through certain media channel: YouTube. Individually, I believe any public health campaign can gain success if they use cognitive dissonance theory and social cognitive theory to have deep understanding about their target audience perception then to have the correct message to deliver to them.

References

Atkin, C & Rice, R 2013, ‘Theory and principles of public communication campaigns’, Public communication campaigns, 4th edn, Business and Ecomonics, SAGE publication, p. 3-20.

Festinger, L 1962, ‘Cognitive dissonance’, Scientific American, vol. 207, is. 4, p. 93-106.

Frey, D & Wicklund, R 1978, ‘A clarification of selective exposure’, Journal of experimental social psychology, vol 78, p. 132-139

Lorien, C & Edward, W 2008, ‘The Effectiveness of Mass Communication to Change Public Behavior’, Annual Review of Public Health, vol.29

Neal, M 2912, ‘Heartbreaking Thai ‘smoking kids’ anti-smoking ad goes viral’, NewYorks Daily News, view 3rd September 2014, http://nydailynews.com/news/world/heartbreaking-thai-smoking-kids-anti-smoking-ad-viral-article-1.1100062/

Rotella, C & Kazdin, A 2008, ‘Your kids will imitate you: Use it as a force for good’, The Slate Group Article.

Soodan, V & Jamwal, M 2014, ‘Emotional branding as tool for dissonance reduction: a strategy for competitive advantage’, International monthly refereed Journal of research in Management and Technology, vol. 3, p. 25-32.

Severin, WJ & Tankard, JW 2010, ‘Festinger’s Theory of Cognitive Dissonance’, Communication Theories: Origin, methods, and uses in the mass media, Pearson, p. 142-145.

Tan, D 2012, ‘Smoking in Asia: A looming health Epidemic’, Asian Scientist, viewed 3rd September 2014, <http://www.asianscientist.com/features/smoking-in-asia-looming-health-epidemic-2012/>

The Government & Public Sector Practice, 2014, ‘Viral video prompts smokers to quit’, Wpp, viewed 3rd September 2014, <http://wpp.com/govtpractice/our-work/ogilvy-smoking-kid/>

Zillman, D & Bryant, J 2008, ‘Selective Exposure to Communication’, 1st edn, Routledge, p. 11-15