BP Action Ad

The objective of an Action ad is to not just speak of what BP intends to do, or has done towards the its relief efforts, but to call to action whether it is to volunteer, reach out, contact for assistance, report incidents, claims, etc. To give the affected people security and information, to prove with actions that BP is cleaning up all its mess and not just on the shore. Finally, to give them the security they need most.

Slogans:

Obama's Task Force: Recovery for our people, our environment and our commerce.

The Recovery Plan: American never gave up, but banded together toward a better tomorrow.

Take Part in the Recovery, Volunteer

Bp Efforts Research- WHAT IS BP ACTUALLY DOING

• The response to the Deepwater Horizon spill involved over 45,000 people at its peak, plus thousands of boats, largely crewed by local people, and scores of aircraft. As less oil is found on the beaches and at sea, the focus is turning to assessing the longer term impacts of the incident. 
• In particular, we’re investing $500 million in the Gulf Research Institute (GRI) – an open research program to be conducted by independent experts from academic institutions on the Gulf Coast and elsewhere. The GRI will study the impact of the incident and its associated response on the environment and public health in the Gulf of Mexico. The GRI has an independent Advisory Council chaired by Dr Rita Colwell, Distinguished University Professor at the University of Maryland and at Johns Hopkins University Bloomberg School of Public Health.
• Iris Cross of BP Community Outreach listens to and helps members of Gulf Coast communities as part of the company's commitment to restoring the region. BP has taken full responsibility for cleanup in the Gulf of Mexico and has 19 outreach centers in four states as part of the comprehensive response effort.
• Funding for Behavioral Health Programs. Governor Bobby Jindal praises BP's $15 million funding of behavioral health outreach and support programs in Louisiana during press conference (Grand Isle, LA).
• To address potential wildlife impacts, BP has contracted with Tri-State Bird and Rescue. Tri-State works with trained and certified volunteers to help recover and clean affected wildlife. A toll-free number +1-800-557-1401 has been established to report oiled or injured wildlife. People are urged not to attempt to help injured or oiled animals, but to report any sightings to this toll-free number. 

• BP has also announced a $500-million commitment over a 10-year period to create a broad independent research program to be known as the Gulf of Mexico Research Initiative (GRI). The GRI will investigate the impacts of the oil, dispersed oil, and dispersant on the ecosystems of the Gulf of Mexico and affected coastal states. The initiative will also develop improved oil detection, characterization and remediation technologies.

Different Ad Layouts

I decided to look into pro bono ads to help me gather ideas for my ad layout.

http://sashahalima.com/blog/2010/06/bp-oil-spill-reaction-ad-feat-tony-hayward-sincere-or-pure-pr/

Helping you help us, the community, our land.

The Power of Love and Unity

Roughs with Slogans

The Power and Love in UNITY

Helping you help us, the community, our land.

Be extraordinary together rather than ordinary apart.

 Love or Hate, To be a hero or to be a coward.

There's no such thing as bad people, just flawed choices.

Slogans and Target Audience

5 Slogans
"There's no such thing as bad people, just flawed choices."
"Love or Hate, To be a hero or to be a coward."
"Helping you help us, the community, our land."
"The Power and Love in UNITY"
"Be extraordinary together rather than ordinary apart."

Target Market

This ad will will be targeted at the people affected by the oil spill on the Gulf of Mexico, whether they are volunteering or have become sick simply because they live close to shore. This ad will also address those who have chosen to hate bp, and those who can't exactly make up their mind. 

BP Relief Efforts

BP International Relief Team
http://bp.concerts.com/gom/internationalteam082710.html

BP has published its internal investigation team's report into the accident on the Deepwater Horizon rig in the Gulf of Mexico on 20 April 2010.

The investigation found that no single factor caused the Macondo well tragedy. Rather, a sequence of failures involving a number of different parties led to the explosion and fire which killed 11 people and caused widespread pollution in the Gulf of Mexico earlier this year.

BP Franchise

BP corporate and retail brands

BP petrol station in Zanesville, Ohiousing previous BP prototype.

[edit]Corporate branding

BP Amoco changed its name to BP in 2000, and introduced a new corporate slogan: “Beyond Petroleum.” It replaced its “Green Shield” logo with the Helios symbol, a green and yellow sunflower pattern similar to the emblem of the Green Party of Canada. These changes were intended to highlight the company’s interest in alternative and environmentally friendly fuels. In July 2006, critics pointed to the relative lack of press coverage about a spill of 270,000 gallons of crude oil that spread into the Alaskan tundra. Critics noted this as evidence that BP had successfullygreenwashed its image, while maintaining environmentally unsound practices.^[134][135]

In 2008, BP was awarded a satirical prize, the "Emerald Paintbrush" award, by Greenpeace UK. The "Emerald Paintbrush" award was given to BP in order to highlight its alleged greenwashing campaign. Critics point out that while BP advertises its relatively minimal investment in alternative energy sources, the majority of its investments continue to go into fossil fuels.^[136] BP was also one nominee for the 2009 Greenwash Awards.^[137]

[edit]BP

Until 31 December 1998 the company was formally registered as the British Petroleum Company plc. In January 1999 following a merger the company took on the Amoco name.^[138] The new name BP Amoco plc was retained until May 2001.^[139][140] The transition to the BP plc name was managed by BP's advertising agency, Ogilvy & Mather and PR consultants, Ogilvy PR. The change of name culminated in BP's new logo and re-branding in the first quarter of 2001.^[141]

The Helios logo (Helios is the name of the Greek sun god), represents energy in its many forms. The company owns the two letter internet domain bp.com, which the company registered 10 November 1989. BP is among the earliest brands to own such a short domain name.^[142] BP's tagline is "Beyond Petroleum"; according to the company this represents their focus on meeting the growing demand for fossil fuels, manufacturing and delivering more advanced products, and enabling the material transition to a lower carbon future.^[143]

By the end of July 2010, independent BP station owners reported sales down 10 to 40 percent in the quarter after the Gulf oil spill and, while some hoped BP would return to the Amoco brand once used by many of the stations, others considered that would be a gamble because BP put so much effort into the brand.^[144]

[edit]ampm

Main article: ampm

ampm is a convenience store chain with branches located in several U.S. states including Arizona, California, Nevada, Ohio, Oregon, Washington, recently in Illinois, Indiana, Georgia and Florida, and in several countries worldwide such as Japan. In the western US, the stores are usually attached to an ARCO gas station; elsewhere, the stores are attached to BP gas stations. BP Connect stations in the US are transitioning to the ampm brand.

[edit]Aral

In Germany and Luxembourg, BP operates its petrol retail chain under the name Aral after acquiring the majority of Veba Öl AG in 2001 and rebranding almost all of its BP filling stations to Aral.

[edit]ARCO

Main article: ARCO

ARCO is BP's retail brand on the US West Coast in the seven Western states of California, Oregon, Washington, Nevada, Idaho, Arizona, and Utah. BP acquired ARCO (formerly the Atlantic Richfield Company) in 2000. ARCO is a popular "cash only" retailer, selling products refined from Alaska North Slope crude at the Cherry Point Refinery in Washington, a plant in Los Angeles, and at other contract locations on the West Coast.

[edit]BP Travel Centre

BP Travel Centres are large scale destination sites located in Australia which on top of offering the same features of a BP Connect site with fuel and a Wild Bean Cafe, also feature major food-retail tenants such as McDonald's, KFC, Nando's and recently Krispy Kreme, with a large seating capacity food court. There are also facilities for long-haul truck drivers including lounge, showers and washing machines all in the same building. There are 4 travel centres located in South East Queensland: two on the Pacific Highway (Coomera andStapylton) and two on the Bruce Highway (Caboolture). A fifth travel centre was opened in 2007 at Chinderah in northern New South Wales.

[edit]BP Connect

BP Connect is BP's flagship retail brand name with BP Connect Service stations being operated around the UK, Europe, USA, Australia, New Zealand, Bosnia and Herzegovina and other parts of the world. BP Connect sites feature the Wild Bean Cafe, which offers cafe-style coffee made by the staff and a selection of hot food as well as freshly baked muffins and sandwiches. The food offered in Wild Bean Cafe varies from each site. BP Connect sites usually offer table and chair seating and often an Internet kiosk. In the US, the BP Connect concept is gradually being transitioned to the ampm brand and concept. Some BP Connect sites around the UK ran in partnership with Marks & Spencer with the on-site shop being anM&S Simply Food instead of a BP Shop.

[edit]BP Express

BP Express was the flagship BP brand prior to the introduction of BP Connect in 2000. There are still some BP Express sites operating around the world but most have been either upgraded to Connect or changed to an alternative brand. BP Express offers a bakery service but doesn't have the selection of food offered in the Wild Bean Cafe and usually coffee is only available through a self service machine.

In the Netherlands BP is opening unmanned stations with no shops or employees. These stations are called BP Express.^[145] Some of these stations used to be 'ordinary' BP stations, some are new to the BP network. Apart from these stations BP Express shopping does also exist in the Netherlands.

[edit]BP Shop

A BP petrol prices sign outside a BP Shop garage in the United Kingdom (prices in UK pence per litre)

BP Shop is commonly used on smaller, mainly independently owned sites. Products vary in each BP Shop but consist usually of a selection of convenience store-style food and automotive products.

BP 2go branded petrol station in Australia

[edit]BP 2go

BP 2go is a franchise brand used for independently operated sites in New Zealand and is currently being rolled out throughout Australia (although not all BP 2go stores are franchises in Australia). BP 2go sites mainly operate in towns and outer suburbs in New Zealand. BP 2go offers similar bakery food to BP Connect but in a pre-packaged form. Some BP Express sites around New Zealand and Australia that were considered too small to be upgraded to BP Connect were given the option to change to BP 2go; others were downgraded to BP Shop. Staff at some BP 2go sites wear a different style of uniform to the rest of the BP branded sites; however in company-owned and operated 2go sites in Australia the same uniform is worn across all sites.

[edit]Castrol

Castrol is a brand of motor oil and other lubricants which is entirely a BP brand but tends to retain its separate identity.

[edit]Air BP and BP Shipping

Air BP is the aviation fuel arm, BP Marine the marine fuels and lubricants arm, and BP Shipping is the shipping arm within the BP group.

BP Shipping provides the logistics to move BP's oil and gas cargoes to market, as well as marine structural assurance^[146] on everything that floats in the BP group. It manages a large fleet of vessels most of which are held on long-term operating leases. BP Shipping's chartering teams based in London, Singapore, and Chicago also charter third party vessels on both time charter and voyage charter basis.

The BP-managed fleet consists of Very Large Crude Carriers (VLCCs), one North Sea shuttle tanker, medium size crude and product carriers, liquefied natural gas (LNG) carriers, liquefied petroleum gas (LPG) carriers, and coasters. All of these ships are double-hulled.^[147]

[edit]

BP Oil Causing Ilnesses

Research:

http://www.classactionattorneysblog.com/2010/05/bp_oil_spill_causes_illnesses_1.html

 http://www.spot.us/stories/574-bp-s-oil-spill-is-causing-health-problems-the-human-story

http://www.mcclatchydc.com/2010/06/03/95318/contradicting-bps-ceo-feds-say.html

http://downwithtyranny.blogspot.com/2010/06/obama-addresses-oil-spill-kind-of.html

http://www.thecanaryreport.org/2010/06/28/a-timeline/

15 Images

15 Words

1. Survival: the act or fact of surviving, esp. under adverse or unusual circumstances.
2. Necessity: something necessary or indispensable: food, shelter, and other necessities of life.
3. Unconditional: not limited by conditions; absolute: an unconditional promise.
4. Irreplaceable: incapable of being replaced; unique.
5. Love: a profoundly tender, passionate affection for another person..
6. Family: a group of people who are generally not blood relations but who share common attitudes, interests, or goals
7. Support: to maintain (a person, family, establishment, institution, etc.) by supplying with things necessary to existence; provide for: to support a family.
8. Unity: the state of being one; oneness.
9. Empowering :to give power or authority to; authorize.
10. Effecient: performing or functioning in the best possible manner with the least waste of time and effort; having and using requisite knowledge, skill, and industry; competent.
11. Strong: functioning in the best possible manner with the least waste of time and effort; having and using requisite knowledge, skill, and industry; competent.
12. Enabler: to make able; give power, means, competence, or ability to; authorize.
13. Generous: performing or fliberal in giving or sharing; unselfish: a generous patron of the arts;
14. Resilient: the power or ability to return to the original form, position, etc., after being bent, compressed, or stretched; elasticity.
15. Powerful: having great power, authority, or influence; mighty: a powerful nation.

BP Research

General Information
http://en.wikipedia.org/wiki/BP
BP Products
http://www.bpoil.co.za/bp.htm
Online Social Network
www.hypebot.com/.../korn-boycotts-the-use-of-bp-oil-products-on-tour.html
http://www.facebook.com/pages/Boycott-BP/119101198107726
http://www.facebook.com/apps/application.php?id=118731091477328&ref=ts#!/BPAmerica?ref=ts
BP's Consumers
http://www.adweek.com/aw/content_display/news/e3if6a7faa5026473492ad23c10df4e615f
BP's Competitors:
http://www.hoovers.com/company/BP_plc/hxxkti-1-1njea3.html?serv=SEMGGLCCM23754094-530799214-3615034954-1270356934-1&wf=70130000000KoKNAA0&ch=70130000000KhjR&num=8664733932

Lately, Tampax ads have been catching my attention which lead me to look further into their past published ads. This ad is great because it used fear factors that women can identify with  (not sharks literally) and the security any tampax consumer must have when using their product. I thought it was beautifully thought out and edgy. Its humorous, relevant and clever. So good it didn't need copy.

Good Ad, Bad Ad

Sony Sabotage

Literally you have to look away from the painful sight. It annoys anyone who lays eyes on this ad when the ad should be grabbing the attention of its audience. Associating the experience of painful sight to a sony tv is  clearly sabotage, watching tv should never be this painful. Although the approach is obnoxious, it definitely leaves an impression. A painful impression, but an impression so there is a chance of effectiveness. The copy is relevant and the point is clearly made. All together, as painful as ads may be, there is potential when you hit your audience with the painfully unexpected eye scarring.