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INTRODUCTIONThe issue of human trafficking in South Africa is a pressing concern that requires urgent action. With
the number of trafficking victims more than doubling in the 2021-22 financial year, it is evident that
the problem is escalating. As a public relations manager at the Gauteng Department of Social
Development, I have been tasked with developing a comprehensive public relations programme to
combat human trafficking. The programme will use the seven-step formula of a public relations
programme (the DOTMABE) and will focus on raising awareness and educating the public about
human trafficking in the five areas identified as hotspots in the province.
PUBLIC OPINION AND PUBLIC RELATIONS PROGRAMMES
Dove's Reverse Selfie (#SelfieTalk) campaign was designed to encourage self-confidence and self-
esteem among young women. The campaign was launched with a video that showed how social
media can distort people's perception of beauty and how it impacts their self-esteem. The campaign
used two persuasion techniques to make its message more compelling and memorable.
The first technique used in the campaign is emotional appeal. Emotional appeal is a persuasion
technique that targets people's emotions to influence their behavior or opinions. In the Reverse
Selfie campaign, Dove used emotional appeal by showing young women the distorted and
manipulated selfies they often see on social media. The video revealed that these edited selfies are
not real and that they lead to unrealistic expectations about beauty. The aim was to make the young
women feel emotional and realize how they are being affected by these distorted images. The
emotional appeal is reinforced with the campaign's slogan, "No Digital Distortion," which resonates
with young women and makes them feel empowered.
The second persuasion technique used in the campaign is social proof. Social proof is a persuasion
technique that leverages the power of social influence by highlighting what others are doing or
saying. In the Reverse Selfie campaign, Dove uses social proof by featuring young women in the
video talking about their insecurities and how they are affected by social media's unrealistic beauty
standards. By doing so, the campaign aims to show young women that they are not alone in feeling
this way and that many people are affected by these unrealistic beauty standards. By highlighting
the experiences of others, the campaign makes young women feel like they are part of a larger
movement towards self-love and acceptance.
The Dove Reverse Selfie (#SelfieTalk) campaign used emotional appeal and social proof persuasion
techniques to encourage self-confidence and self-esteem among young women. By highlighting the
negative impact of distorted selfies on social media, the campaign aimed to evoke an emotional
response from young women and make them feel empowered. Additionally, by featuring young
women's experiences and struggles with unrealistic beauty standards, the campaign aimed to show
that they are not alone and encourage them to embrace self-love and acceptance.
THE PUBLIC RELATIONS PROGRAMME
, As a public relations manager at the Gauteng Department of Social Development, the seven-step
formula of a public relations programme (the DOTMABE) can be used to develop a campaign
focused on human trafficking in the identified hotspots in the province.
Defining the problem:
The problem is the rise in the number of human trafficking victims in South Africa, particularly in the
identified hotspots in Gauteng. Human trafficking is a serious violation of human rights and a crime
that involves the exploitation of vulnerable individuals for various purposes, such as sexual
exploitation, forced labor, and organ trafficking. This problem requires urgent attention and
intervention from the government, civil society organizations, and the public to prevent further
victimization and protect the rights of those affected. The goal of the public relations program is to
raise awareness about human trafficking, educate the public about the signs and risks of human
trafficking, and encourage them to report any suspected cases to the relevant authorities.
Setting the objectives:
To raise awareness about the issue of human trafficking in the identified hotspots in Gauteng
To increase public knowledge and understanding of the signs and dangers of human trafficking
To encourage community members to report suspected cases of human trafficking to the relevant
authorities
To promote the Gauteng Department of Social Development as a reliable and trustworthy source of
information on human trafficking
Target groups:
Vulnerable Groups: This group includes people who are most at risk of falling prey to human
traffickers. The focus should be on educating this group about the dangers of human trafficking and
providing them with information on how to stay safe.
Parents and Guardians: Parents and guardians play a significant role in protecting children from
human trafficking. This group should be informed about the signs of human trafficking, how to keep
their children safe, and what actions to take if they suspect their child has been trafficked.
Community Leaders: Community leaders, including traditional leaders, religious leaders, and civil
society groups, have a critical role to play in raising awareness about human trafficking. They can
help to disseminate information about human trafficking in their communities and act as advocates
for the prevention of human trafficking.
Law Enforcement Officials: Law enforcement officials should be trained on how to identify and
respond to cases of human trafficking. This group should be provided with the necessary tools and
resources to effectively combat human trafficking.
General Public: The general public should be educated about the reality of human trafficking in
Gauteng and how they can help to prevent it. They should also be informed about the legal
consequences of engaging in human trafficking activities.
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