How to Promote Social Campaigns?-An Analysis of Media Exposure of Generations X to Z

Abstract

Against the growing difficulty in societies to separate confusing information, development organizations are struggling to get their message through. A fundamental problem lies in the changing habit of processing information by various generations. Gen X generation who are above 40, for example, receive and process information differently than Gen Z generation who are only 25 or less. In this research, using internet-based campaign messages different generations are tracked in terms of how they receive and process information on social changes. Results show that the new generation i.e. Gen Z is harder to reach using the usual strategies like street plays, ads, and billboards. Unlike others, Gen Z uses social media to collect information. This shows that to reach the new generations on social issues, campaigners must use social media rather than the traditional print and electronic media like radio and TV whereas, Gen X and Ys still use traditional media to receive and process information, but they are also gradually switching to other electronic media outlets.