OneOneonta

Reframing Respect:

Benjamen Carter

Deanna Gorecki

Darren Pikul

Harrison Van Ness

 We are a new advertising agency called Reframing Respect, and our goal is to build a

culture of respect between college students and their college communities. Our members include

President Deanna Gorecki, Vice President of Operations Darren Pikul, Vice President of

Marketing Benjamen Carter, and Vice President of Entertainment Harrison Van Ness. We saw a

large disconnect between college students and people who lived in college towns, and we wanted

to find a way to recognize the common ground between them, while also curbing disrespectful

behavior between both parties. This led us to creating the OneOneonta campaign, which is an

ideological based campaign that has the goal of bringing together members of the Oneonta

community and the thousands of students who attend both The State University of New York

College at Oneonta (SUNY Oneonta) and Hartwick College.

The core of this campaign comes from the conflict between the town and gown of a

college community, the “gown” being college students who will eventually wear a cap and gown

to graduation and most likely leave the community, and the “town”, which is made up of all the

other people who work and live in the community full time, and will most likely remain there

extendedly. Weill says​ "​Unfortunately, the negative aspects of college towns have sometimes led

to difficulties between colleges and their communities. All college presidents know they must

carefully manage town-gown relations” (2009). In addition, Gumprecht notes that “the history of

discord between colleges and their communities dates from medieval times, when universities

often walled themselves in to prevent townspeople from entering. Today, single-family

neighborhoods can find themselves under assault from student renters who change the character

of those neighborhoods and cause disruptions in everything from sleeping habits (loud parties),

to driving (traffic congestion), to aesthetics (unkempt lawns)" (2003). This campaign addresses
specific strains in the Oneonta community that have yet to be fixed, and it intends to bring

awareness to college students in Oneonta that these problems exist. It will also provide

information on what can be done to improve these relations.

The team members of this campaign conducted a survey of college students at SUNY

Oneonta aged 18-24 to get a better idea of how they viewed town relations. Out of 100 surveyed,

50% saw their relationship with the town as average, while 15% saw it as below average. Many

expressed that they have been involved in conflicts with members of the community, for reasons

such as not getting along with neighbors, or even being disrespected by townspeople simply for

being a college student. Jessica Reynolds of The Daily Star in Oneonta reports in her article

"Town, Meet Gown" (2014) that "College students take part in their fair share of idiotic

behavior, doing such things as urinating in public, throwing pizza crusts on the sidewalk, yelling,

fighting and playing music too loudly... However, many times, residents of Oneonta and the

surrounding area are the ones involved with drug trafficking, burglaries, assault, harassment and

other more-problematic offenses". There is plenty of blame to go around for why college

communities are not always harmonious dwellings, which is why OneOneonta aims to bring

these groups together in a positive way, and reconcile these issues with both sides. One of the

biggest issues related to this campaign, and what was expressed in the survey is Oneonta Public

Transit (OPT) bus behavior. Bus drivers continually complain to administrators that they are

shouted at and even physically assaulted by student riders. Also, the problem of drunken

disorderly conduct continues to cause conflict. Out of 100 students surveyed, 35% said they

witnessed disrespectful behavior on the OPT bus system occasionally, and 43% said they only

witnessed it at night. This means that 78% of students surveyed witnessed some form of
disrespect on OPT buses, which is unacceptable and needs to be fixed. The Daily Star of

Oneonta reports that "when a student vomits on the bus, the bus needs to be taken offline for at

least a half hour in order to be cleaned, which delays the routes for all the other students using

the bus service that night to go downtown" (Richardson, 2013). The radio spot and one of the

print advertisements in this campaign address this issue, because OPT provides a service that is

very valuable to the townspeople of Oneonta as well as the students, and if they feel disrespected

then they will not want to maintain a relationship with the students. Nearly 20% of students

surveyed said they use the bus service every day, and another 55% said they use it occasionally

or when they go out downtown. This is an indicator of how important this service is to students,

and why respect is key to keeping the service running.

A similar campaign was done in 2014 called "Only One Oneonta", and it addressed some

of the same issues that this campaign has done related to community building and respect.

OneOneonta will be more successful than this campaign, because it has made the idea of respect

more appealing to the target audience, and offers a more personalized and relatable approach to

the solution. The print advertisements contain photos that students in Oneonta can relate to, such

as the Elk in front of the Elk Lodge that is a well known monument in the city, and that many

college students deface and play with. The techniques of recognizing and placing guilt on these

actions will make the targeted audience step back and evaluate their actions, and ultimately

discontinue this unwanted behavior. OneOneonta has also made the logo of this campaign more

visually appealing and recognizable to the target audience, and taken out any unnecessary

wording that made the previous campaign essentially a tongue twister.

 OneOneonta is worth funding because Oneonta needs to make a change as a community

in order to thrive and keep locals from moving out, which would lead to a whole other plethora

of economic problems. In addition, Oneonta has the opportunity to be a leader and a role model

for other college towns, and tackle and solve problems within the community rather than pushing

them under the rug. Parents are also more likely to send their children to schools where there is a

safe environment, with a good record of community relations. More college attendance means

more income for the community, which means a better quality of life for everyone living there. If

this campaign is not funded, Oneonta risks lapsing into a city that has a poor reputation, and that

is viewed as tolerating disrespectful behavior. Weill (2009) says that "despite the potential

problems, many towns are aggressively seeking to acquire colleges. They seek the jobs, stability,

and cultural opportunities typically found in a college town. They see that in college towns

across the country, there are many examples of partnerships being developed to help drive local

economic growth, promote workforce development, and revive urban areas in decline" (39).

Oneonta has the fortune of having not one, but two academic institutions within the city that

many other cities envy. In order to keep bringing in students to these institutions that will foster

stability, Oneonta must fix the aspects of the community that are causing instability.

The OneOneonta campaign has the goal of bringing the primary target audience of

college students together with the townspeople of Oneonta. The way the campaign plans on

standing out is with extensive research on the primary target audience, as well as the secondary

target audience which is the full time residents of Oneonta. In order to reach out to both

demographics, extensive research needed to be done about town and gown relationships- both

demographics and testimonials about what is going on in the town of Oneonta.

 In order for the OneOneonta campaign to stand out, it needed to get a good idea of what

causes tension between college students and the towns they live in. Oxford Mississippi, which is

the home of the University of Mississippi, has experienced an average of over 10 arrests every

week due to public intoxication (Wenger, 2017). Being that Oneonta is a college town much like

Oxford, it faces some of the exact same problems. To find this out the campaign conducted a

survey to ask students about their experiences, and over 90% of the students surveyed go

downtown at night (Survey Monkey, 2018). The fact that a college town that is similar to

Oneonta could have such a problem with arrests relating to alcohol abuse led the campaign to

focus most of its marketing around the disruptive behavior that drinking often brings. The

statistics from Oxford Mississippi led the campaign to create the commercial around a student

who was intoxicated and ended up urinating on the lawn of his own parents. That is what

OneOneonta does differently, the campaign takes real events from similar places and applies it to

Oneonta. Having the ability to apply research to create a narrative is one of the many features

that separates the OneOneonta campaign from the rest.

Another way that the OneOneonta campaign sets itself apart from the other campaigns

was that it did not just look at the specific group that it was targeting, but it looked at a larger

group that the primary audience belongs to. The larger group being referred to are millennials,

and considering that there are a variety of ways that millennials are targeted, the campaign used

several tactics that are commonly used to market towards them. One of the ways that the

campaign appeals to millenials is that is has a compelling story, and one of the best ways to

persuade millenials is to have a compelling story (Brown, 2017). This theory was applied to the

radio ad, which featured a narrative containing an intoxicated student harassing a bus driver and
causing a crash due to his recklessness. The ad got people to be disgusted at the antagonist, and it

compelled the listener to pay attention because it is something that they could potentially

witness. This narrative was constructed based on the survey result that showed 77% of students

have witnessed an OPT bus driver being harassed (Survey Monkey, 2018). Another common

tactics used to persuade millenials is the use of personalization (Brown, 2017). The campaign

used this tactic by making ads that featured a variety of situations that Oneonta students would

find themselves in. Featured ads were personalized everywhere from someone defacing an elk

statue to someone being harassed as they tried to study. The reason the campaign decided to use

this tactic was to get all types of Oneonta students to be able to see themselves in each ad.

The campaign needed a clear message to get people invested in the story, so they would

want to not only learn more about OneOneonta, but they would also want to stay invested with

the continuity. An example of the campaign standing out is an ad featuring bullies pouring beer

on a boy who was trying to study. The audience knows who the bullies are, and the person being

victimized was studying with the purpose of getting the audience to feel sympathy for him. A

tactic used in creating this ad was making the face of the victim clear, with the purpose of

showing the audience his humanity. The bullies were not portrayed in the same light. They only

had a side profile shown to detach them from any sort of humanity, and make it clear that they

are the antagonists in that particular ad. This tactic is used in countless pieces of art, most

famously in Francisco Goya’s ​The Third of May 1808. ​The inspiration that the campaign took

from famous works of art is yet another example of One Oneonta separating itself from the other

campaigns. To further set itself apart, a clear message was the slogan “Don’t Be A Trashhole”.

The slogan was one that was completely invented for the campaign, and yet the meaning of it is
clear to the audience. The slogan itself is simple, which is exactly what the campaign was going

for since one of the best ways to persuade people is to keep it simple (Kruse, 2016).

OneOneonta sets itself apart from others through its use of negativity, but also its use of

positivity. The campaign analyzed other college towns to see what they were doing right in order

to improve town and gown relationships. One example of this is a policy in Chapel Hill North

Carolina where students would give their phone numbers and addresses to the police, and if they

were making too much noise, the police would just text them instead of showing up at the

doorstep (Williams, 2018). The campaign took inspiration from the idea of getting a dialogue

started with the block party event. The reason the campaign decided to use a block party as the

event was so Oneonta locals would get an opportunity to have friendly and constructive

conversations with students, much like the people in Chapel Hill. Another way the campaign

looked to use positivity to separate itself from all of the others was by analyzing a list that

featured 20 of the best college towns with good town and gown relationships.The list that was

analyzed by the campaign had an interesting pattern in which some of the top 20 schools listed

were Loyola, Angelo State and Vanderbilt University which are all located in New Orleans, San

Antonio, and Nashville respectively (Princeton Review, 2018). The pattern shown here was that

campuses based in big cities are often the ones with good town and gown relationships, so it was

up to the campaign to decide how to make Oneonta more like a big city. One thing that big cities

have that set them apart from small towns is that they have landmarks. The campaign recognized

this and decided to use the elk at the Elks Club as an Oneonta landmark, and feature it in an ad of

an intoxicated person climbing the elk statue. The desired effect of this ad is to get the audience

to identify with that action, feel guilty, and deter them from doing it again. Using positive effects
and statistics, and applying them to the campaign is another reason why OneOneonta sets itself

apart from the typical campaign.

The way the campaign looks to set itself further apart is by portraying the secondary

audience in a positive light and more importantly, by listening to their grievances. The campaign

found that most complaints Oneonta residents have against college students is the fact that they

party too much and that they are not courteous when they party. The Daily Star reported people

showing obscene gestures to drivers passing by and nonstop loud music being played

(Brunswick, 2016). The campaign felt it was important for the people of Oneonta to know that

they are aware of the grievances they have against that party culture, and by making most of the

ads focused on partying, they are being addressed. Another way the campaign targeted residents

of Oneonta was by portraying the residents in a positive light. This strategy was most notably

used in the radio ad featuring an interaction between an unruly passenger and a bus driver. The

bus driver was portrayed as someone who was friendly and enjoyed doing an underappreciated

job. When someone in the town hears that ad they will see that the OneOneonta campaign

recognizes their contributions to the town, which will make them more likely to get onboard with

the message. The fact that a college student was portrayed in a negative light shows the towns

people that someone knows exactly what frustrates them about having thousands of college

students come to their town every year and misbehave. Making the secondary audience feel

welcome and heard really gives the campaign a sense of authenticity that make it unique from all

of the others.

The roll-out of any campaign is one of the most crucial and pertinent aspects to any

strategy. Reframing Respect has many different parts to their campaign that will be provided to
the public at different times and dates. The OneOneonta campaign is delivered in a process most

appealing to the students of SUNY Oneonta, the targeted demographic of Reframing Respect.

The announcement of the OneOneonta campaign will be made through a press release

and then channeled through social media. The press release highlights increasing student

relations in the Oneonta neighborhood, and explains the brief history behind a “town-gown”

relationship. At the same time, the press release unveils the OneOneonta website and the

OneOneonta Twitter page. On Twitter and Instagram, the OneOneonta campaign will be

launched. Both of the first posts on the accounts will present the OneOneonta campaign logo and

a little blurb about the purpose of the campaign. The accounts will remain on standby until more

materials from the campaign will be launched and OneOneonta will be a more renown name.

The OneOneonta campaign will make their next presence in magazines and newspapers,

as well as on billboards. A full page long advertisement of the OneOneonta campaign will be

showcased across all magazines and newspapers in the Oneonta area for both students and

community members to read. This advertisement will give a lot of insight into why the

OneOneonta campaign is doing what they are doing. The hashtags “#HowWouldYouFeel” and

“#LetsLiveBetterTogether” will be released and on paper for the first time. This advertisement

also speaks to being a change in the community and helping out in Oneonta, whether that be

through community service or simply cleaning up after ourselves. Some statistics are used like

“Oneonta students surveyed say their ideal college community consists of friendly and polite

people, cooperation between students and locals, and a feeling of overall respect for everyone.”

It is also shown on the advertisement that “nearly 50 percent of local college students say their
relationship with the town is average.” Statistics like this prove the Oneonta community needs

some sort of reshaping, and it needs to start with the students.

As soon as the magazine and newspaper ads are making a large presence, billboards

representing the OneOneonta campaign will start to be seen all throughout the city of Oneonta

and the campuses of SUNY Oneonta and Hartwick College. Three unique billboards will be

released, all representative of students being destructive in the city of Oneonta. A student “riding

the elk” at the local Elks club of Oneonta and a student being conspired to drink are the

campaign’s short copy billboard examples. The one long copy example is very impactful and

valid amongst community members and the students. The advertisement shows a student

physically abusing a city of Oneonta bus driver and reads “Almost 50 percent of SUNY Oneonta

students surveyed report disturbances on the buses at night.” It then reads, “Let’s Live Better

Together.” This is not only impactful, but meant to inspire students to behave more respectfully

on the bus during the late hours of the night.

The next order of business for the OneOneonta campaign is going to be its social media

platforms. The OneOneonta campaign is visible on its website, along with its own Twitter and

Instagram accounts. After the original announcements of the campaign on all social media

outlets, the website is revamped and edited, and all social media accounts are becoming more

and more active. The Twitter and Instagram accounts, in summation, will post about local events

both on campus and off campus; and also post about reminders to behave on weekends and

reminders on being good citizens.

 The OneOneonta’s social media sites are going to be trending and on an upward spiral

when the teaser for their Oneonta-wide commercial is going to be released. The teaser of the

OneOneonta commercial is going to leave students and community members gasping for more.

The teaser introduces the audience to students partying and drinking at a local property and ends

with one student leaving the scene of the party to go do a certain task. The commercial ends with

a “to be continued” so the audience knows there is more to come. The teaser will skyrocket on

Instagram and through the OneOneonta website, and get more students plus community

members following the social media platforms of the OneOneonta campaign.

In the wake of the OneOneonta commercial teaser, the campaign finds that the opportune

time to release a radio spot on all local radio platforms. People driving and people listening to the

student-run radio station will hear a dramatic radio spot provided by the OneOneonta campaign.

The radio spot plays out a student taking the wheel from the hands of an OPT bus driver and

directing the bus into some unsafe conditions. The commercial plays out a narrator speaking

about being courteous on the bus system, or a freak accident like this could happen. Once again,

this is going to be another impactful statement by the OneOneonta campaign.

In the spirit of a media presence with both the teaser and radio spot streaming, the

campaign felt now was the opportune time to bring the full 40 second commercial to life. The

commercial will hopefully meet plus exceed expectations and become beloved by the college

and the community for its impactful and resonating message. The commercial will be accessible

on all television networks, along with being accessible on the social media networks of the

campaign.
 A marketing email will be produced by the campaign after the full commercial release to

still keep the audience’s minds on OneOneonta and what they are striving to do. The headline

“Hate seeing disrespectful behavior on OPT buses?” will grab the attention of the audience, and

make them want to continue reading. The email then invites the audience to the campaign’s

kick-off neighborhood block party, continues with the theme of personalization throughout the

campaign, and tells them what they can do to mend town-gown relationships. The marketing

email also gives OneOneonta’s audience and following the time and place of the event to keep

ingrained in their minds, so that it would not be slipped from their minds. This email hopefully

will trigger a lot of responses and have constituents wondering; “how can I strive to live better

together with the community members of Oneonta?”

With the campaign locked and loaded and all materials being released, along with a real

presence in the community; the campaign felt after the email announcement that the kick-off

neighborhood block party would be the last stage of the campaign roll out. The block party will

develop cohesiveness with college students and the community members of Oneonta, and will

also provide attendees with free food, live music, and a whole lots of fun. Publications will also

be made to endorse and provide outreach of the happenings of the first annual neighborhood

block party in Oneonta.

Many aspects were taken into consideration while making the components to this

campaign. The creators behind the OneOneonta campaign took everything into account and

spared no detail, from the font of their logo to the way the commercials would be shot and

edited.
 The creators of this campaign used an online survey to gather information from local

college students on the topic of the relationship between the aforementioned college students and

the non-students residing in the town (often referred to as “townies”). In the survey, when asked

if they thought of themselves as courteous members of the Oneonta community, the majority at

81 percent of those who answered said they always are courteous, others answered with

“sometimes” at 13 percent, and even one person answered “never.” That one person is how the

creators knew just how important their goal was to reach. Even those who answered

“sometimes” can be changed in the minds of the campaign creators. They strive for a college

community where everyone is respectful towards one another and is responsible in what they do

in their free time. The survey also offers a question with which those taking the survey can write

in how they view their ideal college town community. Many described it as “friendly” or

“clean.” Others used Oneonta to describe it, though others had a few aspects to change. Some

said more could be done to clean up around the town and others said they would want a college

town where the students and those who lived locally had a better relationship with each other.

The OneOneonta campaign used this survey to gain insight with the students in Oneonta. With

these answers they gathered through the survey, they were able to use the facts in and throughout

the campaign, such as the brochure.

The main persuasion theory the creators of this campaign focused on was the Elaboration

Likelihood Model. The team considered their focus on the central-route processing message type

in the model. Under this type of the model, people “process logical, content-based messages

through their central route” (Borchers, 52). This essentially says that people who are persuaded

using this type of messages under the Elaboration Likelihood Model look at these messages and
decipher what they mean through them. Rather than peripheral-route processing, which is

persuasion through a “spokesperson, background music, or flashy computer graphics” (p. 52).

Essentially, persuasion using what the audience sees instead of what they read. The creators of

the campaign decided to go with the central-route type of messaging than the peripheral-route

messaging because they didn’t want to rely on just images and graphics. They wanted their

campaign to mean something, to delve deeper into their message and provide insight to what

they were trying to accomplish, rather than use a crazy image displayed over and over again. The

campaign team thought that with this way, the audience would not only retain more of what was

learned, but they would remember it longer because of this.

Using this persuasion model as the main basis, and using the information gathered with

their survey of the local students, the OneOneonta campaign also created a two-sided brochure to

inform college students about respect in their community. On it were many facts gathered about

the Oneonta community and ways to help it become better. This brochure also included ways to

contact the OneOneonta campaign, whether through their website or through their social media

platforms. They used a picture of people interlocking their hands in a circle as the background

for the brochure. This picture shows unity and community with everyone’s hands coming

together. As previously stated in this prospectus, shapes can portray strong feelings, such as the

puzzle pieces representing the community. Considering this, the use of circles can offer a sense

of “community, integrity, and perfection” (Bradley, 2010). This is excellent for the OneOneonta

campaign as these three adjectives are what the group is striving for. They are looking for

community between the college students and the locals. They want to give the students reading

this brochure a sense of integrity whenever they are in town or walking in through the
neighborhood, to give them the idea of being a responsible neighbor and citizen of Oneonta.

These components fit perfectly with the OneOneonta campaign and its goals.

For their kickoff event, the campaign creators created a poster to advertise said event.

Using the same model and message type, they created the poster with mainly descriptions and

what would be happening at the event, rather than use crazy additions in it. The campaign did

this because those involved believed that the descriptions were all they needed. While they did

include a red border on the top and bottom of the poster, this was mainly to symbolize the

Oneonta community, rather than persuade using a crazy border. Blue was also included in the

color scheme to include Hartwick College, a college which uses blue for their advertising and

marketing. The campaign creators included this mix to represent a sense of unity between the

two colleges. The poster also included a red tint on the poster help it stand out better and to catch

the eye of more people.

Even what would seem like a simple part of this campaign was done with care. Those

behind the OneOneonta campaign took time and care in creating their logo. The logo used in this

campaign was used strategically. Many weeks went into making the finalized product and

discussing the various elements to take into account. The final logo used in the campaign was the

two words “One Oneonta” sharing the first “O.” That same “O” also contained a background of

connecting red and blue puzzle pieces. These factors came into focus during discussions and

even after the logo was finalized. For one, the red and blue colors were used to signify the two

colleges in the town of Oneonta, the State University of New York (SUNY) College at Oneonta,

and Hartwick college, respectively. Upon further investigation, the group found that there were

undertones of the colors used which could be attributed to their campaign. Timothy Borchers
posits that there are 3 aspects of color that are “important for us to understand: hue, saturation,

and brightness” (p. 157). In the logo used in this campaign, the primary aspects that were taken

into consideration were hue and brightness. The hues used were red and blue. For the red, the

creators of the logo tried to use the red they had at their disposal which closest resembled the red

used in SUNY Oneonta’s marketing and logos. A writer from thelogocompany.net notes the

color red most represents high energy, among others. This, along with the fact that red tends to

stand out, helps amplify the marketing of this campaign. The red circles encompassing the

photos used in the magazine ads help catch the eye of the audience and guide them to the photo.

Blue is described as dependable in the same article. This is very important to those behind the

OneOneonta campaign because the creators want to seem as professional and trustworthy as

possible, because they are. The puzzles were included to mainly represent unity and a sense of

togetherness, both of college students and the locals of Oneonta and of the students of SUNY

Oneonta and Hartwick college. The curves of the puzzle pieces also represent “happiness,

pleasure and generosity” (Bradley, 2010). ​This helps enforce the campaign’s focus on the respect

in the community as these are all adjectives one could use to describe their ideal neighborhood

situation. Even the font of the logo was changed numerous times to gain a more friendlier feel.

The OneOneonta campaign used a chart to project what kind of font would be used in the final

project. The campaign ultimately went with the Bell MT font which displays a more friendly yet

modern and professional tone (Hunt).

The magazine advertisements were a fascinating aspect of the campaign to work on for

the creators behind it. They were able to explore a few creative ways to portray their message of

respect. This shows in the particular photos they used in their magazine advertisements. For the
advertisement containing the young man dangling from the elk, the creators used what they have

seen in the community as inspiration for said photo. In another advertisement, it has two college

students mocking a fellow college student, laughing at him while he is studying and seemingly

pouring alcoholic beverages over the studious pupil. Both of these magazine advertisements had

the quote “HOW WOULD YOU FEEL?” placed underneath the photos as a question for the

reader. It is a short and to the point expression, self-explanatory on what it is asking, and

connects with the demographic of college students targeted by the campaign. Their third and

final magazine advertisement is different from the others. This magazine advertisement contains

a photo of a college student seemingly assaulting a local bus driver. As with the previous

advertisements, it included the “HOW WOULD YOU FEEL?” question below the picture,

however, this advertisement is different in that it includes another quote. This quote is a fact

from the survey set up by the campaign creators answered by college students. The quote states

that, “Almost 50% of Oneonta students surveyed report disturbances on the buses at night.” This

quote from the previously mentioned survey illustrates a harsh reality of the town of Oneonta:

unfortunately, not all bus drivers are treated with the respect they deserve. This helped drive

other components of the campaign, such as the radio advertisement. As for the other aspects

taken into account for these magazine advertisements, the red circle was added later on in the

editing process of these. The use of red was deliberate because, as previously stated, it captures

the eye of whoever is viewing it. They make the pictures pop, so to speak. They also surround

the circular pictures, giving it a sense of enhancement to the pictures, making them seem really

important to pay attention to. The magazine advertisements also include the OneOneonta logo in

the bottom right-hand corner, the logos of the social media platforms Twitter and Instagram to
indicate that the campaign has accounts in those platforms, and the slogan of the campaign,

“Let’s Live Better, Together” can be found in the bottom center of the magazine advertisements.

In their radio advertisement, the creators of this campaign will go back to the idea of the

unappreciated local bus driver and the rowdy college student. The basic plotline they would use

in this advertisement would be a disrespectful man entering the bus and trying to take the bus

drivers hat and the wheel of the bus, leading to a crash. Following this, a voiceover will be

inserted after the short bus scene to explain the campaigns stance and who the campaign is. The

creators of this commercial made it intentionally sort of vague on whether or not the disruptive

passenger was a college student. They also do not say whether or not said passenger was under

the influence of alcohol or not. They leave these up to the audience and listeners to assume.

The One Oneonta campaign also featured a short teaser video commercial, and a full

length feature commercial. The commercials they used were primarily targeted towards college

students, unlike the radio spot. Both can be interpreted to be about anyone, and both have a

relatively shared viewpoint and end goals of each advertisement.

While not their original objective for their campaign, a common theme found among the

radio advertisement and television commercial was consequences. While not a highlight of their

campaign or an issue focused on often, it seemed to pop up within these mediums. In the radio

advertisement, as a result of the behavior of the unruly passenger, the bus seemingly skids off

and crashes. In the video commercial, the young college student urinating on the side of the

house is faced with guilt over the fact that he had been doing this on his parent’s house. Though

these are different forms of consequences, with the radio advertisement having a physical
consequence while the video commercial ended with emotional guilt, the consequences

presented ultimately helped this campaign with its aim to get college students to respect those

around them. These consequences offer a subtle message for the audience to take in for

themselves rather than have the person performing the voiceover tell them. ​The creators used

fear appeals as an inspiration for this as a fear of consequences. Authors Ruiter, Kessels, Peters,

and Kok say that fear appeals can be explained as an “unpleasant emotional state triggered by the

perception of threatening stimuli” (p.65). Using disrespectful behavior and the consequences

presented in the advertisements as the “threatening stimuli,” the OneOneonta campaign

illustrates its use of fear appeals. In the teaser commercial, suspense is used to get the attention

of the audience; because the scene of walking down the street and hanging out on some front

porch is familiar and relatable, but the cut to the young man saying “Dad?”in a tone of shock

without any explanation makes the audience want to invest in the campaign to find out what

happens next. Subsequently, finding out in the full length commercial that a night out was

interrupted because of the embarrassing and guilt ridden act of urinating on the home of a parent

makes the audience think about the unforeseen consequences their actions have. Those local

college students viewing this material can conclude that their actions do have consequences and

can point out what not to do in a community setting.

This campaign used many tools seen in the lives of everyday people, specifically those of

college students. The creators of this campaign used the popular social media sites Twitter and

Instagram to convey their message to their young demographic. Many college students use social

media, especially those mentioned. Social media helps connect people with other people and

companies, so the people behind this campaign decided to use these two social medias in order to
better interact with their audience and their targeted demographic. The marketing email was

another essential part of the campaign, because it targeted the audience directly in a way that

they could not ignore. An email appearing in a mailbox with the subject line “Hate Seeing

Disrespectful Behavior on the OPT Buses?” is a powerful way to reach the audience, because it

cuts through all the fluff and brings to light a very real issue that may have already existed in the

mind of the reader. After getting the attention of the reader, the statistics presented give them a

reason to keep reading, and the call to action gives the reader an opportunity to be part of the

solution in the problem that they face. The colors and designs of the pictures included in the

email offer a visual pull to the reader, and the shapes and colors used are in alignment with the

rest of the campaign’s strategies. Certain words of importance, such as numbers and key phrases

are bolded for impact.

The OneOneonta campaign without a question deserves sources of funding. It has been

proven through research that a strong “town-gown” relationship is pertinent in a college town

where the economy is driven by the students. The campaign team has taken surveys and has

witnessed first hand the issues faced by both the students and community members. There needs

to be change made and the OneOneonta campaign has proven change will be made if finances

back the campaign. Let’s live better together. OneOneonta.

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