Trash Doesn't Just Happen BECA Creates Commercials Promoting Smart Shopping Many Bay Area residents will be thinking more seriously about what goes into their shopping baskets as a result of television and radio commercials produced by students at San Francisco State University. The centerpiece of an advertising campaign sponsored by the Recycling Program of the City of San Francisco, the spots encourage consumers to save money and the environment too by buying less packaging. Packaging represents up to 10 percent of product costs while increasing garbage disposal needs. Savings result when consumers use durable goods instead of disposables, and buy concentrated products and larger sizes. Previous projects created since the course was first offered in the Fall 1996 semester have included a campaign for Hospice and a previous recycling campaign by the Recycling Program.
Students get real world experience and an on-air broadcast credit.
We're able to get the high quality media spots we want that we certainly couldn't afford with an advertising agency. Each group meets with the client to determine their needs. The marketing students conduct focus groups and other research to determine the most effective message. The groups present preliminary concepts and rough cuts to the client for input. Eventually one team's work is selected as the campaign commercial.