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.