Page 28 - WhitePaper_MC&I Benchmark in Covid19 Era
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3) PURPOSE-DRIVEN CAMPAIGN CIIM TEST
a) The Purpose-Driven Campaign CIIM test would consist of about 18 to 24 purpose-driven
ads, including those which responded to recent events surrounding the Black Lives Matter
movement. This test would aim to help marketers understand the impact and power of
purpose-driven campaigns on markets.
4) INCREASE COMMUNICATION EFFORTS
a) “Accelerate the use of AIMM’s #SeeALL campaign to eliminate bias through the accurate
portrayal of race, identity, and culture in advertising and media programs.”
b) Increase AIMM’s visibility and impacts in the industry.
c) Promote education on MC&I and systemic issues through platforms such as webinars.
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