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Creating a public service announcement campaign for the society can be challenging. What more, if it focuses on a group of people, the teenagers. The chosen public issue, bibliophobia or book phobia, metaphorically is described as someone who has difficulty when forced or encouraged to read.
Thus, I had to conduct in-depth research analysis and apply social psychology theories to comprehend the issue better. The concept and messaging of the campaign were reached out through various campaign elements such as events, posters, a 30-second video advertisement and radio audio clip.