Action Assembly Theory: Public relations requires a company to determine how an audience will react to its campaigning strategies. In order to do so, the company must figure out who its target audience is, find out what they are thinking and, therefore, discover the behavior tendencies of that specific audience.
These behavior tendencies can be seen as a prediction for how audiences will react to the company’s campaigning strategies, The Truth campaign works to discover the behavior of teens by their social interaction skills, hobbies or the latest trends.
Currently, technology is very popular in the young scene. Anything from instant messaging to text messaging seems to have overcome today’s teens, inspiring them to abbreviate as much as they can, with creations like “omg” (oh my god) and “lol” (laugh out loud). These are only a few of the ways that the younger generations choose to communicate now, which the Truth campaign recognizes and tries to mimic.
The Truth campaign’s slogan is “whadufxup?”. The slogan has parents translating it with difficulty, which is already an appeal to their children looking to do everything their parents don’t want them to do. It really translates to “what the f*** is up?” which may not be the most appropriate approach, but it works. The campaign strategically came up with this slogan by using the tactics of the Action Assembly Theory, which proves that it knows how teens are thinking, what they are attracted to and how to get them to listen. Once Truth has the audience’s attention, the campaign is able to change their behavior by making onlookers pay attention to what the campaign has to say about the harm that comes from doing drugs
The information from this example came from http://www.whadufxup.com and J350 materials.