Womens Refugee Commission An Ethnography of an Immigrant Organization - Free Essay Example

Sample details Pages: 7 Words: 2131 Downloads: 10 Date added: 2019/06/24 Category Culture Essay Level High school Tags: Ethnographic Essay Did you like this example? BACKGROUND INFORMATION: A refugee is a displaced individual, who could be either internally displaced, or has been forcefully displaced. According to the United States department, prospective refugees are referred for resettlement to the United States by the United Nations High Commissioner for Refugees (UNHCR), or the U.S. Embassy. Don’t waste time! Our writers will create an original "Womens Refugee Commission: An Ethnography of an Immigrant Organization" essay for you Create order They are referred to whats called the U.S. Refugee Admissions Program. At that point, resettlement workers help refugees and their families prepare their case to present to the Department of Homeland Security. The Department of Homeland Security officials screen hopeful refugees, who must undergo a thorough security clearance and medical exams before they can be cleared for admission to the U.S. Once they are cleared, refugees are allocated to one of nine private NGOs that contract with the federal government. These agencies then take refugees through the resettlement process. One major advocacy institute for refugees is the Womens Refugee Commission located on 15 West 37th Street, New York, NY 10018 is a advocacy institute for this commission. It took a lot of time for this advocacy institue to grow. Established in 1989, it was part of the International Rescue Committee(IRC) until the summer of 2014 when it became a legally separate entity. In 1991 they were the first US orgination to call for an international ban on the use of anti-personnel landmines. In 1994 the UNHCR policy on the protection of refugee women becomes official in the US government policy, after a successful advocacy campaign. In 2002 they successfully advocated for Congress to transfer custody of unaccompanied refugee children in the U.S. from the Immigration and Naturalization Service to the Office of Refugee Resettlement, a social services agency. At last, in 2009 The Womens Commission for Refugee Women and Children officially changes its name to the Womens Refugee Commission. The WRC has many programs that advocate for Detention Asylum Program (DAP) advocates for legislation and policy that would ensure the safety and well-being of migrant women, families and unaccompanied children. DAP works with the Obama administration, the U.S. Congress and the Department of Homeland Security, including its various agencies, to institutionalize these important safeguards. To address the gap in knowledge on the issue and to place refugees with disabilities higher on the international agenda, the Womens Refugee Commission undertook a six-month research project in 2008 to assess the situation of those living with disabilities among displaced and conflict-affected populations. Using our field research in five countries†Ecuador, Jordan, Nepal, Thailand and Yemen†we sought to document existing services for displaced persons with disabilities, identify gaps and good practices and make concrete recommendations on how to improve services, protection and participation for this neglected population. The Womens Refugee Commission has been a leading proponent of efforts to promote womens empowerment, gender equality and protection against gender-based violence. We have advocated for the passage of landmark Security Council resolutions on the protection of women and children. Our groundbreaking 2002 report If Not Now, When? documented the shortcomings of previous efforts to address GBV. Family planning saves lives, yet it is often neglected in areas affected by conflict or disaster. According to research the Womens Refugee Commission conducted in five countries: Djibouti, Jordan, Kenya, Malaysia and Uganda, access to and use of family planning tends to be even lower among refugees than among those living in surrounding communities. To address this, the Womens Refugee Commission has developed informational materials using pictures that clearly explain how family planning works, what its benefits are and where it can be obtained. These materials can be adapted to different cultural contexts. The Womens Refugee Commission works for full implementation of the Women, Peace and Security agenda at the UN. It undertakes advocacy to ensure that the UN and its members support and recognize the work of women, who are the linchpins of their communities and whose contributions are key to putting their countries back on the path to peace and security. The Womens Refugee Commission works to ensure that displaced youth have opportunities to learn and grow so they can contribute to their communities and one day be able to support themselves and their families. (womensrefugeecommission.org) SELF-REFLECTION: The Womens Refugee Commission has a advocacy office located in one of the most diverse cities in the world. The location is 15 west 37th street, New York, NY 10018. This Comission office is located on 5th avenue. Fifth Avenue is lined with elegant boutiques and flagship stores and is consistently ranked among the most expensive shopping streets in the world. Many luxurious foods, fashion, and sport brand boutiques are located on Fifth Avenue, including Louis Vuitton, Gucci, Prada, Armani, Tommy Hilfiger, Lindt Chocolate Shop, Henri Bendel, NBA Store, Oxxford Clothes, Microsoft Store, Sephora, Zara, and HM. Luxury department stores include Lord Taylor, Saks Fifth Avenue and Bergdorf Goodman. Fifth Avenue is known for its tourism spot because of all these boutiques hence all the traffic in the area. The womens refugee commission is surrounded by different types of restaurants and is in a tall building on the 9th floor. It is very easy to get around the neighborhood if you are a New Yo rker. Less than a mile away from the commission is Bryant Park, Madison Square Garden, Pennsylvania Station, Empire State and many more tourist attractions. I personally feel that this advocacy institute is in a great location because the main goal for them is to improve the lives and protect the rights of women, and children who were displaced conflicts of crisis in their countries, and what better way to do all this then being surrounded by a positive enviroment in the heart of New York. I went into the commission thinking I would be able to meet actual refugees and spend some time with them, instead I walked into an office enviroment filled with individuals advocating for these refugees. When I reached the site I was very hesitant to go in because I didnt know what it would be like. Once I walked in everything seemed normal to me, I work in an office in manhattan and thats exactly how the enviroment it felt like I stepped into a larger version of my office. I spoke to many advoca tes and for the most part it was a very diverse office. Almost all of the advocates there were of differect race and spoke more than one language which was different to hear about. As I mentioned in the background information the commission together has achieved so much and they were so proud of what they do because after speaking to the ladies I was shown a couple of awards they received. CONCEPT/INTERVIEW: I had a very interesting interview with one of the ladies at the office. I began with asking her basic questions like what does the organization do? and how do you find these specific refugees to help? they answered by saying that the refugees contact NGOs and then the NGO places them in specific programs that will help them. There was one question on the fieldwork research where it stated, What are some main theme that emerged in the course of your research? so I asked the lady what is the main theme from doing all this? since we deal with many people who have suffered in life I would say that everything happens for a reason and also, if you do good, good will happen to you. she answered. At this point I was very confused because these statements seemed very religious to me and things like this arent really said by advocates. After asking more general questions to get to know about what they advocate for, I asked her what did she mean by her statement about good and what was destin ed to be. She then stated that, I believe that everything is destined to be and we dont have a choice so whatever happens will be good if we do good or wise versa if you do bad karma will find you. At this point I was a little terrified of the way she was speaking, I didnt know if this was just her thoughts or the whole organization felt this way. After this conversation I concluded the interview. Since I didnt get a lot of information from the lady at the office I did some research on their website which really helped me come up with key concepts which associated with our class. There were many key concepts such as a political economy, migration from their home country into the U.S., globalization, race/ethnicity/class, power and cultural capitalism. All of these concepts go hand in hand with refugees and their process of coming into the United States. I believe that the two main key concepts that sum up the rest of them would be power of the government and cultural capitalism. The Womens Refugee Commission operates in the worlds most diverse cities, and also in the city where immigrants first came back in the 1700s. Later when Europeans came those immigrants can be considered refugees. Not the ones who were forcefully displaced but the ones who came to pursue bigger and better life with much more freedom. When it comes to refugees and power its all in the hands of the government, whether they will let the refugees in, or keep them out for the safety of the country. An example of this power can be described by President Donald Trump. Back in April there was war in Syria where an enourmous amount of women and children where displaced no where to go because of the destroyed homes, and families being seperated, they wanted to come to the United States so they can start a new life but Trump closed all doors in the United States for the Syrian refugees calling them terrorists and stating that it can harm the country which is not right. The government has the power , it is said that, The federal Immigration and Nationality Act, specifically Section 207, spells out the process for setting parameters on the number of refugees to be admitted. Prior to the start of each federal fiscal year (which begins Oct. 1), the president must determine the number of refugees as justified by humanitarian concerns or is otherwise in the national interest. The president must arrive at the number, as well as the allocation of refugee slots, after consultation with the House and Senate judiciary committees. (politifact.com) Another key concept of Refugee organizations is the concept of cultural capitalism. Cultural capital is the collection of knowledge, and behavior that one can demonstrate awareness, and thus and individuals social status or standing in the society. This relates to many youth refugees who want to continue their education. Many refugees are taking education in local public schools within the five boroughs of New York City, which might be consider ed as field of struggle because coming into a new country and adapting to the customs here will take a lot of time, and thus through which they navigate cultural and social capital from the society. CONCLUSION: In conclusion. The Womens Refugee Commission is a great advocacy institute who improves the lives and protects the rights of women, children and youth displaced by conflict and crisis. We research their needs, identify solutions and advocate for programs and policies to strengthen their resilience and drive change in humanitarian practice. Since our founding in 1989, we have been a leading expert on the needs of refugee women and children, and the policies that can protect and empower them. My experience personally was not the best becauyse I was hoping to go in and meet actual refugees and spend time with them to get know how and what the whole process feels like. While visiting the the Womens Refugee Comission I got to learn about programs that offer a relatively quick path to permanent residency and adjustment to the United States, with the major objectives of economic success, community involvement, and local integration. There is an average of 60,000 refugees resettled in the Un ited States every year and about 30,000 of these are children (UN Refugee Agency). As global conflicts rise, it is very much likely that the number of displaced people worldwide will also rise. Key concepts within this organization and refugees in general are the power of government and that they can do whatever they want to do whether it might negatively affect or positively help the refugees and also the cultural capitalism. At last, this ethnographic study helped me better understand the refugees process and also somethings that these organizations advocate for. Citations: Commission, Womens Refugee. Homepage. Womens Refugee Commission Website, WRC, 2014, www.womensrefugeecommission.org/. Kertscher, Tom. How Much Authority Does Barack Obama Have in Allowing Refugees to Come to the U.S.? @Politifact, 11 Mar. 2016, www.politifact.com/wisconsin/statements/2016/mar/11/ron-johnson/how-much-authority-does-barack-obama-have-allowing/.

Food Preservation And Its Effects On World War II

â€Å"Poor, darling fellow – he died of food. He was killed by the dinner table† (Vreeland). It was December 7th, 1941 and Japanese fleets and airplanes had attacked and bombed the American military and nautical base in Pearl Harbor, Hawaii. On this day, America entered World War II, and began its own four-year fight against the Axis of Powers, as well as a war for food, United State troops were sent off to battle with their fellow man, as well as battling their hunger. The focus of food during World War II food does not diminish the acts done by both sides of the war, but, it does bring a new aspect of World War II that is completely overlooked, and aspect is that: food preservation, packaging and propaganda methods in World War II negatively†¦show more content†¦Unfortunately, that is not the case. Feeding the American military has been a global challenge through the ages. As long as there are wars, there will be armies, and as long as there are armies, there must be food. The need to provide sustenance to our soldiers and troops hasn’t changed since the time of the Revolutionary War. Without the efforts to bring fuel to our troops, the military output would come to a grinding halt (Ryan, 144). During World War I, trench warfare began and hot food and drinking water were delivered to troops in milk cans carried on a pole by other soldiers making it the first time hot meals were served on the front line (â€Å"Food Distribution†). Demand for food technology to protect food from gas, spoilage, and dampness resulted in the reserve ration. The special reserve ration contained smaller tins of the same foods, sealed in metal containers to be opened only in the event that no other food was available (DoD Combat Feeding). Fast forward to World War II, and Troops ate C-Rations for up to 90 days. It was generally disliked by soldiers who often did not consume all the parts of the meal due to menu monotony. One of the most famous rat ions of World War II was the K-Ration, first requested for paratroopers to carry in their pockets. Its components were the most nutritionally balanced of any ration available at the time (â€Å"Food Distribution†). Of the 9 requirements forShow MoreRelatedThe Culture Of The United States997 Words   |  4 Pagesthrough the value American dream, style, food and political values. The diffusion of cultural dominance in America has been causing negative effect for other cultures. The dominant culture in America has been increasing and influencing other cultures ever since the 3rd agricultural revolution in the 19th century, it is seen through the way food is mainly process, the distribute and available to the people, and how food is mostly consume. 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Election 2000 Essay Research Paper Election 2000Unless free essay sample

Election 2000 Essay, Research Paper Election 2000 Unless you have been hole uping in a cave someplace off the seashore of Madagascar for the past six and a half months, you know about and/or have experienced the historical twelvemonth 2000 presidential election. Since twenty-four hours one there has been mass coverage non merely of the campaigners, but besides of their households, friends, and concern associates. One periodical that did an first-class occupation of covering the facts about this election, particularly between November 8th and November 19th, was the New York Times. The columns and op-editorials in this newspaper were powerful sentiment pieces that questioned political place, the Separation of Powers, and the duty of the campaigners. These columns and op-editorials eventually gave the state an inside expression on what was traveling on behind the scenes and what was truly go oning during the election. First I would wish to discourse the duty of the campaigners. What precisely is duty? Does Vice President Al Gore or Governor Bush show this quality of leading? Harmonizing to the New Lexicon Webster s Encyclopedic Dictionary of the English Language, duty is the province or quality of being in control or holding to give satisfaction and through the eyes of Mr. Leon Panetta, neither campaigner is genuinely worthy. After reading Mr. Panetta s article, I sensed that there seemed to be an aura of pettiness environing this run. That both campaigners were taking issues and state of affairss to the extreme. Basically, that no 1 was ready to take the function of the defeated. In bend a state full of people are enduring from the self-importances of two work forces who want to be the leader of the state, but aren T giving satisfaction to the state. Therefore are these two work forces populating up to their duties, or are they merely being selfish and looking out for themselves? Leon Panetta, former White House head of staff under President Clinton ( 1994-1997 ) , writes in his November 14th op-editorial that, ASo far both ( Al Gore and George W. Bush ) have allowed their run organisations to prosecute in go oning runs to convert the populace of equity of their places. Deploying attorneies, spokesmen and run directors this manner may fulfill the appetency to contend, but non the duty to accommodate a serious national quandary. @ This statement entirely displays that Panetta has a job with the manner the campaigners and their runs were acting. He goes on to state that holding a national election of over 100 million ballots boil down to a few hundred Acontroversial @ ballots in Florida is hideous. He besides feels that Aa scorched-earth judicial proceeding procedure to the acrimonious terminal @ makes sense to the attorneies and the run functionaries it truly makes no sense for the state. It was besides evident to Panetta that the US was divided over who shoul d win, but he felt that a post-election conflict would merely do it hard for the victor to regulate the state. Since the federal tribunal decided non to interfere with Florida and its Torahs, both Bush and Gore faced a important pick harmonizing to Mr. Panetta. He concluded that they ( Gore and Bush ) could litigate each election determination that was non acceptable, but disputing those close ballots would non halt at Florida, they would hold to dispute Wisconsin, Iowa, New Mexico, and any other province that disputed consequences. He besides feels that this is all twaddle and that the two should come together and hold to a class of action that would convey this election to cloture as rightly and dutifully as possible. The op-editorial besides goes on to talk about how an understanding between the campaigners would non fulfill the runs or the attorneies and perchance some electors, but it would be the right thing for the state because both sides were contending a legal and propaganda war that they were losing. Furthermore the campaigners weren=t the lone people losing, the state was besides at a loss because there was no 1 to regulate and in Panetta=s eyes the presidential term is about seting the nation=s involvement foremost. @ As a true trial of the duty of campaigners and their runs, Panetta concludes with a call of action. He states, ABoth of these campaigners have campaigned on the footing that they would do the tough picks if and when the clip came. That clip is now. @ On the other manus, in the November 18th edition of the New York Times editorial page, the tribunals alternatively of the campaigners are being questioned and how much the public owes them and how much power one individual can hold. Florida=s secretary of province, Kather ine Harris, was directed from prematurely attesting the presidential election consequences. The state=s highest tribunal scheduled a hearing to see the legality of the manus counts and Ms. Harris=s claim that she has the authorization to disregard all late returns. The column besides goes on to explicate how the public owes a great trade to the province Supreme Court for its applaudable velocity and astuteness in stepping in to keep the position quo until all legal issues were resolved. Besides how it would be stupid to go on the manus counts and exclude the consequences, that manner the American electorate would be certain that the result of the presidential election was based on a full and just count, even though under imperfect conditions. Ms. Harris=s claim of authorization would non be the last word on this election because the Supreme Court would non wait to Aresolve the legality of the late manus counts until after enfranchisement. @ Since the tribunal allowed the counties to continue with manual recounts, one would hold to accept that impression that these counts were legal. Because they were, it seemed clear that the secretary of province # 8217 ; s determination to reject those ballots was improper under Florida jurisprudence. It seems that whoever wrote this column had a little job with Ms. Harris and how she reacted with the tribunals. For some unusual ground it seemed as if she felt that she had supreme power and no affair what the tribunals said she would hold her manner. In this column there is no evident alteration in the sentiment of the author, he/she had a strong strong belief about the election, the tribunals, and Ms. Harris that did non rock in any manner, form, or organize throughout this piece. To find in front of clip that such returns will be ignores, nevertheless, unless caused by some Act of God, is non the exercising of discretion. It is the stepping down of discretion. This was the gap line to an column in the Times on November 15, 2000. Originally given by Judge Terry Lewis, the statement was understood to intend that Katherine Harris was utilizing her authorization in so arbitrary a manner as to allow the hold of concluding ballot runs merely in the instance of an act of God, such as a hurricane. But, Ms. Harris, who seems to be on a power trip, directed the counties to explicate why the manus counts were necessary and need. This was an effort to steer to govern that manual numeration is undue and in making so cut short the exercising before Vice President Gore picks up extra ballots. Harmonizing to the column, that would overthrow the spirit of Judge Lewis s determination and undermine public religion that the result of the election has been reasonably determined. The column besides states that Judge Lewis s determination was a theoretical account of common sense and a reproof to the partizan misreading of Florida legislative acts by Ms. Harris, who has blurred her duplicate duties as main supreme authority of the province s election Torahs and her function as a Bush protagonist. Again demoing how power driven the adult females truly is. The article continues on by stating that if both parties will esteem it, the justice s governing points to a way out of a conflict over the cogency of sums in those topographic points where Mr. Gore is stating that the original machine count missed some of his ballots. Subsequently in the column the writer discussed a two- portion consensus that should hold been reached by both parties involved in the election. The portion that stands out the most is the 2nd portion, which states everyone should halt filing jurisprudence suits to hinder the numeration. Any attempt by Ms. Harris now to halt the manus count before it is completed would be autocratic and strictly partizan. It would get the better of Judge Lewis s responsible attempt to see that triumph in Florida is non declared before all ballots are carefully and reasonably counted. Along with this consensus, there was the thought that there should be a manus count in every county, Republican or Democratic, where local functionaries feel one is warranted, and Mr. Gore and Mr. Bush should fix the state and themselves to accept the consequences. In decision, as I stated earlier, unless you # 8217 ; ve been hole uping in a cave someplace off the seashore of Madagascar for the past six and a half months, you know about ( if non experienced ) the historical twelvemonth 2000 presidential election. With all the mass coverage that was traveling on during this clip merely one newspaper seemed to stand out on top with facts was the New York Times, particularly between November 8-19, 2000. The columns and op-editorials were powerful sentiment pieces that questioned the system of political relations, Separation of Powers, and the true duties of campaigners.

Advertising and Organic White Tea free essay sample

Vitasoy then became a household name and being internationally with two major brands: VITASOY, a nutritious soy milk and tofu and VITA, a range of juice, teas, distilled water, dairy-milk products. The most popular Vitasoy products are soymilk, lemon tea etc. (Vitasoy story,2008) Vitasoy had announced that the company got a solid business growth of 9% in the ended 30th September 2009 in Hong Kong, posted a turnover of HK$1,561 million during the period, compared with HK$1,437 million last year. The market share of Vitasoy is occupied in the regions of North America USA, Australasia Australia and New Zealand and others Asia market Mainland China and Singapore. Hence, company would like to rejuvenate the market campaigns to solidify the leading position and enlarge the market share. (epressrelease,2009) SWOT analysis of Vita Organic white tea Strengths: Vitasoy has been a long history as a Hong Kong-based food amp; beverage manufacturer. From time to time, the reputation of the Vitasoy is already established as a household name in most Hong Kong peoples mind. Since the Hong Kong beverage market has few competitors produce on the Organic drinks products. The company is seizing and relies on this reputation and strengths to launch a new product Vita Organic White Tea to maintain and refreshing the brand awareness of Vitasoy. Organic tea, as implied by the name, it is grown without the use of artificial fertilizers and pesticides. Tea has been cultivated for thousands of years in Chinese history. The company focuses on the organic white tea because it has a plenty of advantages such as less caffeine, assist cancer prevention, help the bodys immune system and lower holesterol etc. to deliver a high quality beverage to consumers. Weaknesses: The company has less organic production experience in Hong Kong compare with other specialized organic brands. Opportunities: In recent years, organic products have gained impulse as more people are opting for healthier choices on food items free from dangerous toxins. They are also looking for the high q uality organic products on the foods and even spread all over to the environment. Beside there is few competitors launch organic product, therefore, produce an organic product is one of the business opportunities. The company will cooperate with the local farmers and farm workers in Mainland China under the Fair Trade policies. This may also increase the Vitasoys awareness, reputation and dedication to the community. Threat: While the company once launched this new organic product, other competitors will step follow to imitate our organic products. The market may become more competitive. Positioning and Targeting of Vitasoy Vitasoy is famed at the soymilk and being a household name in Hong Kong since 1940. However, there are still many beverage competitors appeared in the market to spread over its brand such as Coca-Cola Company, Tao Ti, Hung Fok Tung. Organic White Tea will come into VITA product Vita Organic White Tea. Vitasoy then becomes the first local market on production of organic tea. The company is focus on the trends of consumer looking for living in a healthier way and produce Vita Organic White Tea with planting the organic white tea leaf to provide a high quality organic drink to consumers. Customer will base on different notion to select a product. For the Organic White Tea, most of the consumers will emphasize on the healthy and the value for money. Because of an organic drink can represent less harmful effects, the high quality cultivating in the production process to achieve without any impurity and the benefits to the body. In the appendix Table 1, it is about the positioning map of the local drinks market which is base on the value for money and as well as the health of the drinks. From the table, 3 competitors Tao Di, Hung Fok Tung and Coca Cola are at a good situation, and Vitasoy is the best choice in young adults mind. The reasons are that Vitasoy provides a variety of drinks products into two major brands in the Hong Kong market: VITASOY, a nutritious soy milk and tofu and VITA, a range of juice, teas, distilled water, dairy-milk products. Also, Vitasoy has a good reputation that reaches the brand description Our first priority is consumer well-being through great tasting and nutritional products. The new product Organic White Tea is doing so. Because of not every Hong Kong people is suitable for drinking Chinese herbal medicine. Therefore, even the Hung Fok Tung products are good at health, there is still a restraint for people to choose as a drink. About Coca Cola, many people are only recalled the red and white colour of coke with various flavor. However, the coke is not good at health with many sugar ingredients even the price is affordable. Dao Ti did provide tea products but not focus on organic. Drinking with Vitasoy Organic White Tea, consumers have no worry on the harmful effects of chemical fertilizers and pesticides and bring out benefits to the body. Mr. Larry Eisentrager, Group Chief Executive Officer of VIHL stated that the target market of Vitasoy is focusing on the young generations in Hong Kong market which comprising (Names of Generations,2010) the generation X (1965-1979) and generation Y (1980-2000). Those young generations have much spending on necessities as they have lower levels of income (Clow and baack,2006). Advertising Objectives The following aspects are the objectives that company aimed to achieve in the advertising and promotional campaign. Facilitate Vitasoy to promote the new product Vita Organic White Tea * Increase 3% market share of the food amp; beverage industry in 2010 * Increase the sales 5% from 2010-2011 in order to increase profit * Increase brand awareness among the new advertising campaign * Attract to young generations to purchase and try on the organic tea products The objective of the advertisement is increasing both market share and sales in the year 2010 by the new advertising campaign. This advertisement aimed to arouse peoples mind to live in a healthy life from bottom up of psychological need that Vita Organic White Tea as unique functions that cultivating with a natural tea leaf without any harmful effects of chemical fertilizers and pesticides in a sustainable environment. The tea is to provide a fuller and richer taste, which is healthier for consumption. Then, objectives come to realistic of using both rational and emotional appeals in the advertisements. For the rational, it is focusing on the print advertisements such as newspaper, magazines and transit light box which illustrate the production process and benefits of the Vita Organic White Tea. For the emotional, advertisements will be illustrated on TVB commercial to make consumers perceive after drink the tea can turn into a habit to live in a healthy and obtain the benefits. The product will focus on the young adults (young generations) at the age group between18-44 years old. In these ranges, most of the consumers are looking for live in a healthy way. Now, the Organic White Tea is cultivate without chemical effects, allows consumer drinks without worries. Advertising Strategy There are two elements towards an advertising strategy. The first element is about the brand image, brand personality, advertising message and the unique sell proposition of the product. The second element is about the medium executions and contains the medium schedules. Company will use both push and pull strategy to increase the sales volume of the products. Brand Image and Brand Personality VITA will use of red and white colour to represent the brand name which red can be a stimulant and the hottest of the warm colors. ORGANIC White Tea will be placed with white colour to represent pure, rich, strong, and has a refreshing aroma. Besides, the background colour of the bottle will be beige colour with warm, simplicity and relaxing feelings to enjoy the Vita Organic White Tea. The ideas of using beige colour is from farmer. Their attitudes and efforts on culti vating tea leaf with an enjoyment towards to natural gives a feeling of warm and austere production. Imagery will be also used on the product such as the leaf can represent the natural cultivation. All of the images and personalities can demonstrate the Vitasoy mission: promote quality of life through great tasting and nutritional products. Unique selling Proposition Vita Organic White Tea has unique production of the tea leaf. The reason of chosen white tea is that the leaves are harvested and picked before the leaves are fully opened. Also, the leaves cannot be harvested on rainy days nd can only be harvested for a short time every year in early Spring. Consumers can experience the grassy, sweet and light flavor of white tea compare with green tea. In addition, the usual way of cultivating tea is non-sustainable. It leads to soil erosion and disease, and the pesticides are a health hazard for the workers who pick the leaves. Vita Organic White Tea is cultivating with a natural tea leaf without any harmful effects of chemical fertilizers and pesticides in a sustainable environment . Organic tea contains antioxidants as the key portions. High levels of antioxidants minimize the amount of harmful free radicals in the body and reduce the opportunities of cancer. It is also one the few natural sources of fluoride and reduces high blood cholesterol and blood pressure and it is a non-toxic refreshing beverage. Consumers must try on it because Vitasoy is the only Hong Kong-based manufacturer to produce organic tea drink in the market. Advertising Message The advertisement is about consumers drinking with Vita Organic White Tea is like drinking a pure, simple aroma. The leverage point of the advertisement is the linkage between benefits of organic white tea once consumer drinks the tea. The advertisement will use the cognitive strategy to deliver consumer the attributes of the Vita Organic White Tea. A slogan will be appearing in the advertisement: Vita ORGANIC White Tea. Everywhere everytime be with you. The message of the slogan told consumers that Vita Organic Drinks can drinks in everywhere at everytime they like. Once consumers purchase Vita Organic White Tea, they are persuaded as purchase the healthy benefits. When consumers living in an organic life, their emotional beliefs are that can minimize the health hazards and may help protect body against: heart disease, high blood pressure, high cholesterol, and some types of cancer. Those benefits can take the personality of reassurance that consumers can live in a healthy way to gain benefits and trustworthiness that they are not drinking tea with the harmful effects but the natural cultivated tea leaf. The terms of everywhere and everytime is easy to grab consumers attention that make consumers perceive to gain the healthy benefits once start to drink the tea. Therefore, the advertisements suggest consumers starting to live in a healthy way from the beverage to obtain healthy benefits and take a choice of Vita Organic White Tea with the high quality organic tea leaf can become a habit into life. Media Execution Several medium are decided to use for promoting Vita Organic White Tea. They are TV commercial, Road Show on Bus, print ad in Newspaper and Magazines, Transit light box. The purposes are to increase the awareness of Vita Organic White Tea and extend its market share. The advertisements are focus on reminding audience the brand awareness and knowledge. In addition, persuade the target audience to purchases Vita Organic White Tea to obtain healthy benefits and leading them towards the organic life. TV commercial (TVC) and Road Show on Bus The first run of advertisement is on the television as most of the direct response advertising is highly effective via television medium. The advertisement will play 15 seconds including the use of action, audio and visual, colour and imagery of produce from natural tea leaf to the production of Vita Organic White Tea with the slogan Vita ORGAINC White Tea. Everywhere everytime be with you in the advertisements, which deliver with generic message to generate awareness and interest of the drink from consumers. It can be demonstrate with animation how the feelings and the enjoyment of drinking the pure, simple organic tea to acquire the behind healthy benefits. It can achieve the young generations whose looking for or start living in a healthier life. Additionally may grab others segment attention towards the product. The advertisement will be produced about 30 seconds placed on Jade Channel (TVB). The target audience is direct towards the young generations. Thus, the video broadcasting will be played mostly at night around 8:00pm 9:30pm aimed the audience is mostly after work or after school from February to Mid March (8 weeks) to obtain the high reach of audience and it possess a high frequency potential. For promoting the new product visibly, the advertisement will be broadcasted everyday in order to influence audience unobtrusively and imperceptibly. There are totally 63 spots in the TV commercial as the advertisement is broadcast one time on everyday, totally 63 days. The audience coverage of this media is 35%. Gross Rating Points (GRP) = 35*63 = 2205 Cost = [2,000,000*2 + (80,000*8*2)] = $5,280, 000 About the ad in Road Show on Bus, it will be also broadcasted after one week in TVC. The Roadshow advertisement will produce 1 minute on 500 buses which cover Hong Kong Island, Kowloon and New Territories for 6 weeks, the ad comprises the same function as TVC. Because of bus is a public transportation with a high flow of passengers, it can target the right audience. Betweens, the cost of the production is also lower than TVC. The video broadcasting will be played 2 times a day, which means 84 times in total for 6 weeks. The audience coverage of this media is 10% since only invested 500 buses (40%/4). GRP= 10*84 = 840 Cost = [10,000 + (40,000*6)] = $250, 000 Newspaper Newspaper is providing much informative of the behind efforts on production. The layout can be covered a whole product story to gain awareness and interest of the new product. For instance, the factual articles towards the healthy benefits of drink Vita Organic White Tea, how to become into an organic life, even the tea leaf cultivation can be also illustrated inside the newspaper. Oriental Daily News will be selected with medium quality junior page advertisement in total 24 days, 3 times a week in 2 months. The audience coverage of this media will be 30%. The opportunities to see (OTS) is OTS = 30*24 = 720 Cost = [10,000 + (40,000*24)] = $970,000 Magazines The ad printed on magazines is apart from TVC, it is using conative strategy. The ad will be placed in the specialized food amp; beverage magazines to attract mass audience, especially the target readers young generations. One of the reasons is that most of the readers reading them during their leisure time or waiting situations. Moreover, since the ad using informative and animation appeals with high colour quality of the product features for examples the behind efforts on production also the healthy benefits towards consumers, it tend to pay reader attention related to their needs and wants on healthy and organic issues. The ad will be located at the back of magazines because it has higher attractiveness when reader holding magazine while they are not reading. The Sudden Weekly is selected because it has an extra small magazine called Eat and Travel Weekly is attached, all information is talking about food amp; beverage. Thus, it is very suitable to promote the new product. This magazine has high audience coverage to reach young generations effectively. It will be posted with a high quality full page advertisement in 6 issues and the audience coverage of this media is 5%. OTS = 5%*6 = 30 Cost = [$10,000 + (40,000*6)] = $250,000 Transit light box The transit light box will show the unique functions of Vita Organic White Tea, natural production of the tea leaf with the slogan. It wants to deliver consumers the benefits of drinking with a natural tea leaf and towards the body. It is using cognitive strategy and state rational appeals to attract and arouse consumers awareness and interest in the new products and brand. The transit light box in MTR station is selected to produce with a high quality of advertisement. We lease the 4X6 feet transit light box for 6 weeks which located at the high frequency on major transit stations such as Mong Kok, Tsim Sha Tsui, Admiralty, Central. The high quality transit light box can attain 15% audience to notice for 4 weeks, and it is 7. 5% for 2 weeks. Total audience coverage is 22. 5%. OTS = 22. 5%*6 = 135 Cost = [30,000 + (150,000*6)] = $930, 000 For those cost information, please refer to appendices Table 1: Assumption on advertising production cost and media cost. Pre Testing (Clow and Baack,2008) Before the advertising campaign is released, a pre-testing should be done to measure the impact and quality of the ad then for the use in future development of marketing campaigns. There are several pre-testing methods. Copytesting, recall tests and recognition tests will be elected in this stage. For evaluate the TV and roadshow advertisements will use the former two methods. The latter method will be used for evaluate the print advertisements. One of the techniques of copytesting will be used for those television and roadshow advertisements. It is theater test. It is aimed to compare the consumer view on the new product Vita Organic White Tea with other advertisements. The ads are mostly placed between two television dramas which able to grab the consumers instant interest. Some target audiences are invited to participate to ask for their memories and reaction among the ads that were shown and see whether they can notice the tea ad by some specific demonstrations. Before the test start, those participators are not known any about which ad is being tested. The second method is recall tests and using day-after recall methods to measure how much target audience have remembered or learned from the ad. With the results of audience recalled extent, the probability of the brand can be enhanced to arouse consumers to purchase. The last method is recognition test for those print ads after the ads has been launched. A series of questions about the Vita Organic White Tea print ad will be asked to target readers to gather the information of their reaction towards the ad. This method can help to further establish Vitasoy in consumers mind on the effort on organic products and persuading them to purchase the benefits of the tea. Campaign Evaluation From the pre-testing stage, we have used three methods to evaluate the advertising campaign. After gathering all the results from those methods, we have the following recommendations respectively. Print Advertisement Refer to Appendices table 2, it show of each media coverage in Hong Kong market. For the newspaper ad research, the audience coverage of this media will be 30%. The opportunities to see (OTS) is 720. For the magazines research, the audience coverage of this media is 5%. The OTS is 30. Television and Roadshow Advertisement About the TV commercial, the audience coverage of this media is 35% and the gross rating point (GRP) is 2205 which is the highest score among those medium. About the Roadshow advertisement, the audience coverage of this media is 10% since only invested 500 buses (40%/4). The GRP is 840. The medium cost and medium schedule plan are respectively enclosed in appendices table 3 and table 4. Read more: http://www. ukessays. co. uk/essays/marketing/vitasoy-international-holding-limited. php#ixzz2UaOC8RHT