IAPI have come together with Maynooth University for the fourth year in a row to collaborate with and support the School of Business faculty to produce a piece of course work that will provide 40% of the students’ final grade.
This group comprised of 193 second year students from the Integrated Marketing Communications course. Dr. Max Yu from Maynooth University and Keith O Connor from IAPI developed this project based around the work of Ad Net Zero Ireland.
The students were tasked with producing a piece of work around Action 5 of the Ad Net Zero Action Plan. The focus of “Action 5” is to harness advertisings power to support behaviour change.
To this end, students were required to pick an existing ad campaign and improve it by including sustainability messaging, while maintaining the brand identity.
This component was worth 40% of students’ final grade. Students were divided into 39 groups and picked an existing advertisement campaign which could be a poster, a video, or any other media. Students had to consider many factors, such as the brand behind the advertisement, the goal of the advertisement, and the congruence with other aspects of the brand’s integrated marketing communication (IMC) plan.
Group projects from the students included work based around brand campaigns from brands as diverse as Coca Cola, Dairygold, Ryanair, Just Eat and KFC.
The goal was not to redo the existing advertisement but to seamlessly add messages that promote sustainability without changing the advertisement's look or execution.
IAPI conducted a feedback session with the students on campus on Wednesday the 1st of May, which was also the same morning as the launch of the inaugural Ad Net Zero Ireland Sustainability Summit.
This collaboration forms part of the IAPI Talent Attraction student outreach programme. If you would like any further information regarding this or any other education initiatives please contact keith@iapi.com.
