Abstract:
JWT Ltd. has developed a campaign for Pink Paraffin which features cartoon characters exposing moderately large amounts of pink flesh. Qualitative research into this campaign was required in order to:
1. Identify the level of impact of the approaches;
2. Explore their communication value;
3. Establish whether or not a substantial proportion of individuals are offended by the expanses of flesh;
4. Determine whether or not the coloured immigrant community find the white flesh offensive;
5. Establish Trade's reaction to the campaign.