Magazine #1

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Most kids see summer camp as a chance to get away from home.
Ours were trying to find one.

The children who participate inthe Summer Miracles program are looking for a place to call home. If you think adopting an older child is right for you, consider hosting a child this summer. The six weeks yous pend with a child from Russia or Kazakhstan will let you get to know your child before making the final decision to adopt.

Open your heart and your home to a miracle this summer.

Be a host family for the Summer Miracles Program.

www.kidsaveinternational.org 1-888-888-8888

(logo) Kidsave International. . .Because Every Child Needs A Family



Creative Discussion

Just a note before I get into the creative discussion. When my group was anticipating this project, we were trying to guess what consumer product our professor would pick for us to market, and were dreaming up wacky ways to make our ads humorous. So were a little disappointed to learn that we would be marketing a social cause-- it is kind of hard to be wacky when the message is serious. But I think we ended up taking it as a challenge, and stretched our creativity within the limits of decorum.

The children were our real "product" for the Summer Miracles Campaign. We needed to sell families on the idea of bringing these kids into their homes and into their lives. You will see children in all of our ads, because, well, it is hard to sell a "product" without showing it. Yeah, I know that sounds really crude, but who can help but crumble when they see the pleading eyes of children. Now, as we've stated before, no ad is going to convince someone to adopt. Adoption is a decision that is not made on a whim. We did, however, want to speak to the hearts of those people who might be considering adoption, but who had not heard of the Summer Miracles option, or who had perhaps not considered international adoption.

The headline for the magazine is designed to trigger the "Huh?" response in the reader's mind. We expect the audience to ask, "What do you mean, yours were trying to find one?" and continue to read the ad to find the answer.

As far as the illustration goes, the photo is OK. I would have liked to have found picture that illustrated the camp theme more, but the best I could find by searching stock photography on the Internet was this soccer picture. If Kidsave were to do this ad, they would hire a photographer and take pictures of the children who actually participated in the program.