This is an assignment my team (Sarah Sellers, Fabien Gaeten, and Alejandra Diaz) had in my Advertising Account Planning Class. The objective was to change the way students are miss using energy drinks. First we observe the way people crossed streets. Based
upon direct observation, we organized the data into a coherent model that segments the audience based upon the way they perceive the task of crossing the street, the behaviors they use in accomplishing that task, and the attitudes and values those actions suggest.
Secondly our team had to develop a communication strategy and campaign materials to address the issues of energy drink. The Goal of the campaign was to reach the target audience and reach them with messages to promote healthier behavior.
