The project involves developing a comprehensive Public Service Announcement (PSA) strategy and branding for Runwei™, aligning with the company's overarching marketing objectives. The goal is to create a compelling PSA that effectively communicates a socially responsible message while enhancing Runwei™'s brand image. Students will explore the business of brands, marketing strategies, and ethical considerations in advertising. They will engage in advertising strategy development, media planning, and creative testing. The project encourages students to apply classroom knowledge to real-world scenarios, focusing on identifying key performance indicators and measuring campaign success. By understanding historical advertising foundations and anticipating industry trends, students will craft a PSA strategy that resonates with the target audience and meets campaign objectives.

The deliverables for this project include a detailed PSA strategy document and a creative branding proposal for Runwei™. Students will also produce a media plan outlining the channels and budget allocation for the PSA campaign. Additionally, they will present a creative concept mock-up and a report measuring potential success based on identified key performance indicators.