The letting girls Glow! communication campaign: Methodological and conceptual lessons for segmenting teen publics

Abstract

This essay is a reflection of the Glow! project, a public relations campaign targeted toward high school girls from immigrant families. The study seeks to extend the understanding of the segmentation of publics by exploring the role of race, gender, and culture in campaign planning. The participatory approach to communication was used as a model for engaging the public in the research process and project implementation. The campaign planning process is described, along with the strategies and tactics that went into creating the final campaign proposal for the client organisation. A discussion offers a renewed approach to segmentation.