3 types OF MULTICULTURAL CAMPAIGNS

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THE TECHNIQUE: Targeted

Most effective; directed to a specific audience; resonates on a more personal level.

THE CAMPAIGN: In 2005, Verizon Broadband's "Realize" campaign was an effort to reach the African American communities in

Philadelphia and Washington. Creative elements featured real people who rely on Verizon Broadband's services to aid in the pursuit of their entrepreneurial endeavors. Language and cultural services expert Nikki O'Dell was photographed with a stack of language dictionaries and a slogan that read, "Realize: Success Translated Globally." Other, more general slogans were simple, yet powerful, such as "Realize Potential," featuring a picture of boxing gloves.

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THE TECHNIQUE: Inclusive

Works well as a general message; not necessarily culturally targeted, but delivered by a person culturally relevant and important to the group; features minority actors in lead roles rather than secondary ones, adding to relevancy.

THE CAMPAIGN: African American actor Dennis Haysbert is the current national spokesman for insurance company Allstate. "He's an appealing celebrity in general," Campbell says, "but certainly the African Americans identify with him."

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THE TECHNIQUE: Token

Least effective; what Campbell calls the "Oh, by the way" technique; a minority is merely thrown in without particular rhyme or reason.

THE CAMPAIGN: When General Motors cast Mary J. Blige in its commercial for the Chevy Tahoe, Campbell says the ads underutilized her. "It was just another celebrity in a commercial," he says. The 30-second spot ends with her in the vehicle, but says nothing substantive about how Chevy benefits her (or the African American) lifestyle.

AUTHOR_AFFILIATION

Ron Campbell, president of Campbell-Communications, provides examples of advertisements that fail under three general categories, in order of decreasing effectiveness: Targeted, Inclusive, and Token.