Document Type

Honors Capstone Project

Date of Submission

Spring 5-1-2014

Capstone Advisor

Edward Russell, Associate Professor

Honors Reader

Carla Lloyd, Professor

Capstone Major

Advertising

Capstone College

Management

Audio/Visual Component

no

Capstone Prize Winner

no

Won Capstone Funding

no

Honors Categories

Professional

Subject Categories

Advertising and Promotion Management | Public Relations and Advertising

Abstract

What follows are multiple components of a creative advertising project. While this work relies heavily on research, it was a very creative process. The premise of this work is an integrated marketing campaign that utilizes my two majors: international relations and advertising, combined with my love for sports. Using primary and secondary research, I found that the benefits that sports have on child development are huge (Humphrey, 2003). I narrowed my sport choice down to soccer and my target down to young women. I wanted to focus on Islamic states because, at least by American standards, Muslim women are often seen as voiceless in their society and sports can be used as a means to “empower” them. Of course, after researching feminist theory, I now understand that empowerment is an abstract concept. It is both impossible and irresponsible to label any group of women as empowered or disempowered. Using more primary research, however, I was able to establish that women in Islamic countries do face many struggles that can be alleviated by playing sports.

Advertising is a team sport. “Find it in Football” is a campaign I created with a team of four others to create excitement about the sport of football in preparation for the World Cup in Qatar. This case was presented to the Supreme Committee of Qatar, in Qatar, where it was well received and will be considered as a means of promoting the World Cup in 2022. Going to Qatar was an amazing opportunity to utilize a real life test market for the campaign. It also allowed me to do more primary research in person. After returning from Qatar, I went back to the drawing board, and interviewed women from Pakistan. I distributed perception surveys in order to better understand Pakistani culture, and to progress the initiative. The final portion of the project focuses on the possible collaboration with a global brand and how one would go about getting corporate sponsorship for this program. The purpose of this project is to show girls across the globe that there is opportunity for them to grow as individuals and to find their voice in sports like soccer. I encourage all young women to Find it in Football.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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