Gerillakampanjer – karakteristika och reklambyråns arbetssätt : En djupintervjuundersökning med särskilt fokus på visuella gerillakampanjer

Syftet med denna studie var att genom semistrukturerade djupintervjuer, med särskild fokus på visuella gerillakampanjer, kartlägga de av byråerna benämnda karaktärsdragen för gerillakampanjer samt byråernas arbetssätt för dessa kampanjer.Fem semistrukturerade djupintervjuer genomfördes på respektive respondents arbetsplats utvalda genom ett kombinerat strategiskt och bekvämlighetsurval.Resultaten visade tydliga karaktärsdrag för en gerillakampanj. Utifrån dessa har följande definition tagits fram: en gerillakampanj kännetecknas av att den saknar köpt medieexponering och ofta karaktäriseras av en kreativ, ofta situations- och miljöanpassad, utformning som på egen hand väcker stort intresse eller uppmärksamhet relativt mot den nyttjade budgeten i syfte att skapa djupare relationer med mottagaren.Arbetssätten för en visuell gerillakampanj och vanliga gerillakampanjer skiljer sig inte nämnvärt mot arbetssätten för en traditionell reklamkampanj. Vid framtagandet av en gerillakampanj görs juridiska överväganden om huruvida lagöverträdelser kan komma att krävas. Det framkom även att spridningen i efterhand av en gerillakampanj var viktig för att få så stort genomslag som möjligt genom nyttjandet av traditionell media.

Publicidad de Guerrilla: Estudio de la campaña Coronita Save the Beach

En el presente artículo se realiza una reflexión sobre la relación existente entre las nuevas formas publicitarias de Guerrilla y el arte conceptual de los años setenta; en concreto refiriéndose a una campaña como es Coronita Save the Beach de la compañía mexicana de cervezas Coronita. Estas formas publicitarias de guerrilla han surgido como solución a la crisis de los formatos tradicionales de los medios de comunicación y a la saturación publicitaria. Son, a su vez, formatos novedosos en el ámbito publicitario, pero se ejecutan en base a esquemas artísticos del siglo XX surgidos a raíz de la crisis del objeto artístico de los años setenta. Esta crisis supuso el origen del arte conceptual, movimiento artístico que buscaba la supremacía de la idea frente al objeto artístico en sí. El arte siempre ha sido vanguardia cultural y social. Desde este punto de vista, se ha analizado esta campaña que se vale de estas vías alternativas de comunicación, estableciendo una relación entre arte y publicidad.

THE GEMINI NICI PLANET-FINDING CAMPAIGN: DISCOVERY OF A CLOSE SUBSTELLAR COMPANION TO THE YOUNG DEBRIS DISK STAR PZ Tel

We report the discovery of a tight substellar companion to the young solar analog PZ Tel, a member of the beta Pic moving group observed with high-contrast adaptive optics imaging as part of the Gemini Near-Infrared Coronagraphic Imager Planet-Finding Campaign. The companion was detected at a projected separation of 16.4 +/- 1.0 AU (0.'' 33 +/- 0.'' 01) in 2009 April. Second-epoch observations in 2010 May demonstrate that the companion is physically associated and shows significant orbital motion. Monte Carlo modeling constrains the orbit of PZ Tel B to eccentricities >0.6. The near-IR colors of PZ Tel B indicate a spectral type of M7 +/- 2 and thus this object will be a new benchmark companion for studies of ultracool, low-gravity photospheres. Adopting an age of 12(-4)(+8) Myr for the system, we estimate a mass of 36 +/- 6 M(Jup) based on the Lyon/DUSTY evolutionary models. PZ Tel B is one of the few young substellar companions directly imaged at orbital separations similar to those of giant planets in our own solar system. Additionally, the primary star PZ Tel A shows a 70 mu m emission excess, evidence for a significant quantity of circumstellar dust that has not been disrupted by the orbital motion of the companion.

Australian political discourse: Pronominal choice in campaign speeches

The intention behind language used by candidates during an election campaign is to persuade voters to vote for a particular political party. Fundamental to the political arena is construction of identity, group membership and ways of talking about self, others, and the polarizing categories of 'us' and 'them'. This paper will investigate the pragmatics of pronominal choice and the way in which politicians construct and convey their own identities and those of their political opponents within political speeches. Taking six speeches by John Howard and Mark Latham across the course of the 2004 federal election campaign, I look at the ways in which pronominal choice indicates a shifting scope of reference to creat pragmatic effects and serve political functions.

Vic Slater during the Youth Campaign against Conscription, Brisbane, Australia

Vic Slater and police during the Youth Campaign against Conscription, Brisbane, Australia in 1965. Victor Charles Slater (now retired) was born in Queensland in March 1944 the only child of Jim and Joyce Slater, card carrying members of the Communist Party of Australia. Vic's mother, Joyce, joined up in Great Britain. Vic too joined the party in 1962 after a stint as president of the Eureka Youth League. He stayed with the more broad left CPA when it split from the hardline Stalinists after the Soviet invasion of Czechoslovakia in 1968. Vic joined the Waterside Workers' Federation before his 21st birthday in January 1965, one of 300 casual workers recruited to the Port of Brisbane that year. On the wharves he soon earned the nickname 'the Professor' arriving on the job each day bespectacled and carrying a briefcase heavy with reading matter on world politics and economics - a walking encyclopaedia of information. [information kindly provided by Peter Gray]

Youth Campaign against Conscription, Brisbane, Australia

Patrick Rooke being bundled into the police wagon during the Youth Campaign against Conscription, cnr Queen and Albert Streets Brisbane, Australia, 1965.

Onlookers on buildings during the Youth Campaign against Conscription, Brisbane, Australia

Onlookers on buildings during the Youth Campaign against Conscription, Brisbane, Australia on March 24 1966. Paddy wagons, police and a tram can be seen on the corner of Queen and Albert Streets Brisbane. Facade of T & G corner with Spiers Chemists, Mimi building and NM centre can be seen in the background.

Perceptions of a media campaign: The role of social identity and the changing intergroup context

This study examined the effects of political identity and the changing intergroup context on communication perceptions during an election campaign. Perceptions of media bias and of campaign impact on self and others were assessed before and after the election. The responses of politically aligned voters reflected their membership in a dominant or subordinate group preelection and in a losing or winning group postelection. Dominant group members were initially less biased in their views of the campaign and its impact but sought to blame their party's loss on media bias and on the gullibility of political out-group members and voters in general. Subordinate group members initially showed strong in-group-serving biases but were less critical of the media and the electorate after their party had won. Results highlight the dynamic, intergroup, nature of media perceptions.

ICRAM (the International Campaign to Revitalise Academic Medicine): Agenda setting

Following die launch by the BMJ and others of the campaign to promote academic medicine, a working party of 20 medical academics from all over the world was convened to develop a plan of action.

Mammography screening participation: effects of a media campaign targeting Italian-speaking women

Objectives: To evaluate the effect of a radio and newspaper campaign encouraging Italian-speaking women aged 50-69 years to attend a population-based mammography screening program. Methods: A series of radio scripts and newspaper advertisements ran weekly in the Italian-language media over two, four-week periods. Monthly mammography screens were analysed to determine if numbers of Italian-speaking women in the program increased during the two campaign periods, using interrupted time series regression analysis. A survey of Italian-speaking women attending BreastScreen NSW during the campaign period (n=240) investigated whether individuals had heard or seen the advertisements. Results: There was no statistically significant difference in the number of initial or subsequent mammograms in Italian-speaking women between the campaign periods and the period prior to (or after) the campaign. Twenty per cent of respondents cited the Italian media campaign as a prompt to attend. Fifty per cent had heard the radio ad and 30% had seen the newspaper ad encouraging Italian-speaking women to attend BSNSW. The most common prompt to attend was the BSNSW invitation letter, followed by information or recommendation from a GP. Conclusion: Radio and newspaper advertisements developed for the Italian community did not significantly increase attendance to BSNSW. Implications: Measures of program effectiveness based on self-report may not correspond to aggregate screening behaviour. The development of the media campaign in conjunction with the Italian community, and the provision of appropriate levels of resourcing, did not ensure the media campaign's success.

Surviving sepsis campaign in Brazil

Severe sepsis and septic shock have long been a challenge in intensive care because of their common occurrence, high associated costs of care, and significant mortality. The Surviving Sepsis Campaign (SSC) was developed in an attempt to address clinical inertia in the adoption of evidence-based strategies. The campaign relies on worldwide support from professional societies and has gained consensus on the management of patients with severe sepsis. The guidelines have subsequently been deployed into two bundles, with each bundle component sharing a common relationship in time. The widespread adoption of such evidence-based practice in clinical care has been disappointingly slow despite the quantifiable benefits regarding mortality. In Brazil, a country of continental dimensions with a heterogeneous population and unequal access to health services, this reality is no different. From 2004 to 2007, four prospective studies were published describing the country`s reality. In the multicenter Promoting Global Research Excellence in Severe Sepsis (PROGRESS) Study, the in-hospital mortality rate was higher in Brazil when compared with other countries: 56% against 30% in developed countries and 45% in other developing countries. During these 2.5 years of the campaign in Brazil, 43 hospitals have been receiving the necessary training to put in practice the recommended measures in all Brazilian regions, except for the North. The idea of the campaign is based on a 25% reduction in the relative risk of death from severe sepsis and septic shock within 5 years in the SSC-participating Brazilian hospitals. Ideally, the mortality rate should come to a 41.2% level subject to the 2009 deadline. This article aims to describe the actual scenario of the SSC implementation in Brazilian institutions and to report on some initiatives that have been used to overcome barriers.