AUC Campaign Against Virus-C

I find it interesting to study a university's PR Campaign in comparison to an extracurricular club campaign. While both use the same various PR tools, yet they use them very differently.

The American University in Cairo launched a campaign to spread awareness on the Virus-C. I have to admit that it was one of the most successful campaigns the university has ever done. Banners were every where, flyers were constantly distributed, roll-ups were put all over the Plaza, brochures with information on the Virus and when the vaccinating hours are at the clinic, they even held a show during Assembly Hour so that many people are gathered in one place and they can make their announcement.
An important question that cannot be overlooked in this wiki's overview of that community project is : did they use of digital rhetoric and/or tools? A great deal of use of digital rhetoric was used by the organizers of the Fighting Virus-C campaign. However, the Digital use in this campaign,was in a completely different style than the use of digital rhetoric by the development campaigns arranged by the many extracurricular activities and community service clubs on campus, many of which are mentioned in this wiki.

The University's use of digital rhetoric was basically focused in using the "e-mail". Although the email is "the most popular internet activity … does not require much technical skill and fills communication gaps" (Wellman and Caroline Haythornthwaite eds., 12) Nevertheless, the campaign was very strong and successful. Arguably, the success of the campaign through the reliance on such a traditional digital tool as email is due to university's large amount of resources; financial, technical,human resources,and info/date resources. All these resources are not present for the students,and hence, they resort to free,low maintenance,and popular digital venues,such as social networking websites.

From that, we can infer the campaign was successful through the administration's human resources, it did not attract nor involve the students. The email formates were overwhelmingly traditions; they were very formal and looks like a condolences e-mail. This is not in any way to offend AUC, but it is just necessary to show the difference between adult's use of digital rhetoric and students' use of digital rhetoric. Not only between adults and students, but also between a formal entity like a university and a fun organization like extracurricular activities. To be fair, though, their emails were very informative and precise; no body got mix dates, information, place or anything up. They were always sent on time and gave room for readers to receive them and mark their calenders for the event, for example. Moreover, their e-mails were always updated upon newly released information.

But then again, students want short, fun, attractive e-mails to catch their attention. Or, as a matter of fact, they would rather they are reached through facebook or a medium which they access more oftenly. Yet, at the end of the day, "we must still keep things where they belong; e-mails for university usage and other fun mediums for personal usage" (Mahinour el Badrawi). Many people feel this way, hence given that this is the curret situation, it is better off this way.

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