Campbell University mass communication students invested their skills, creativity and time towards a new regional public service advertising campaign for the Me Fine Foundation. Campbell’s “Capstone Class” partnered with professionals in the American Advertising Federation ad club of Raleigh-Durham to produce the billboard ads, television and radio spots on behalf of the foundation. The students unveiled their campaign at the ad club’s meeting in Cary on Thursday, Jan. 17.The Me Fine Foundation is a non-profit organization that provides resources and financial assistance to parents and caregivers of children being treated at Duke and UNC Children’s Hospitals. Since 2004, the Me Fine organization has assisted more than 250 families with children facing a medical crisis.For the second year in a row, the ad club relied on senior mass communication students from Campbell University to develop the concept, script and production elements for the selected PSA campaign. Students worked alongside advertising professionals and Me Fine staff members to develop a campaign that would reflect the foundation’s emphasis on “More than Medicine.” For many of the students majoring in advertising, broadcasting, public relations and journalism, the campaign was a unique chance to use their skills outside the classroom in a professional setting.”I’m really glad I got the opportunity to be a part of a real-life campaign. It’s something that’s very viable for a portfolio,” said student Bryan Ames. Ames coordinated the photography elements for the television commercial and worked with his team to develop a script for the ad.Journalism major Krystal Moody developed a feature article to highlight the mission and impact of the Me Fine organization. Her article was published by two local papers. “I loved having the opportunity to be a part of this campaign, particularly the hands-on experience and meeting these professionals, who offer so much advice,” said Moody.”Students today need more than hearing ‘Here’s what makes a good ad’,” said Dr. Ed Johnson, professor of mass communication at Campbell University. “They need to go through the experience of doing it, of creating an entire campaign. It’s more real to them. They now have something in their portfolio that demonstrates what they’ve learned.”In addition to developing the script and production elements, students were also responsible for contacting various media outlets to donate air time and ad space for the PSAs. Me Fine Director of Development Lisa Valentino said improving the organization’s profile is vital to their organization’s growth to meet the demands of so many families in need.”We are blessed to have the passion and commitment of these students which listened, understood, and simply and effectively displayed our essence through print and media,” said Valentino. “This exposure will directly improve the journeys that families are facing both now, and in the future. The students have played a simple part in God’s work here below.”Photo Copy: Campbell’s Capstone Class created a PSA campaign for the Me Fine Foundation. First Row: Melissa Sheldon, Samantha Byrd, Krystal Moody, Christine Mozur, Marsha McCoy. Second Row: James Capps, Erica Strother, Erik Smith, Ben Hilker, Bryan Ames.
Campbell mass comm students create regional ad campaign