Section 6 - Campaign Logistics- H&M Conscious: Bring it on

 

For H&M's Conscious: Bring it on advert, I believe that the advert was preferably aimed at urban areas. According to my research, the most obvious causes of air pollution is related to built environment such as heating of buildings, construction and traffic related to it.  H&M's main goal with this advert is for people to recycle their clothes and help create a sustainable and green environment; targeting an urban areas would be the first step in this as air pollution is at its worse in those areas than rural areas.

Further proof of this is the distribution of their shops. H&M usually has stores located in busy urban areas such as London where air pollution is a problem. When in London, shoppers or passerby's would see the signs on their store related to their campaign. This is effective as H&M's prefers to target their audience to an urban area.

Further proof of the advert being targeted to an urban audience is where the majority of the advertisement showcases people in that living area. Here, the woman stands in the center of a city area showcasing the new dress that she's wearing. The city appears to be in good shape and has no sign of any damage, this is intended so that the audience aspires for their area to be that way.

As I'm not sure when print was published for the campaign, I believe that the advertisement would of been published on Newspapers such as the Metro. The Metro is a free Newspaper and is usually found available to pick up and read in places such as train-stations. I believe that this is effective because as a vast majority of people would pick up the newspaper to read something whilst travelling and come across the advert printed and consider looking into making a change and having a more sustainable living.