This poster examines how fear and humour appeals influence Centennials (Gen Z) in advertising using academic research, theory, and real campaign examples. It applies the Extended Parallel Process Model (EPPM), which explains that fear-based advertising is most effective when audiences perceive both a real threat and a clear, achievable solution. The findings suggest that moderate levels of fear are most acceptable for Centennials, as low fear fails to motivate and excessive fear leads to avoidance or message rejection.
The poster also uses the Elaboration Likelihood Model (ELM) to evaluate humour, showing that humour can increase engagement, recall, and shareability, particularly in digital environments. Overall, the research concludes that effective advertising for Centennials balances moderate fear with empowerment while using authentic, well-placed humour to strengthen brand connection.
For this project, I conducted a comprehensive digital marketing audit and strategy for Misfits Boxing, a UK/European boxing promotion company blending sport, influencer culture, and entertainment. I carried out a digital audit of the brand, analysing its website, social media presence, and engagement metrics, and applied the SOSTAC framework to structure a strategic plan. The project included defining SMART business objectives, identifying target personas (Gen Z, Millennials, casual boxing fans, and merchandise buyers), and proposing multichannel campaigns spanning social media, email marketing, paid media, content marketing, and website optimisation. I developed actionable recommendations to increase brand visibility, boost pay-per-view sales, and strengthen fan engagement, including content ideas, UX improvements, and KPI measurement frameworks. This project demonstrates my ability to apply digital marketing theory to a real-world, digitally focused business and create strategies that are measurable, targeted, and creatively driven.
Clear the Air: Integrated Marketing Communications Campaign
Clear the Air is a conceptual integrated marketing communications campaign focused on reducing youth vaping through behaviour-led, non-judgemental communication. The project explores how public health messaging can move beyond fear-based tactics and instead empower audiences with clarity, practical tools, and supportive guidance.
The campaign was initially developed under the working title Escape the Vape, using an “escape” metaphor to frame vaping as a challenge to overcome. As the project progressed, the concept evolved into Clear the Air a more flexible and contemporary creative platform. This shift allowed the campaign to scale more effectively across channels while maintaining a consistent tone centred on autonomy, clarity, and control.
Clear the Air was designed as a fully integrated campaign, with executions planned across ambient advertising, television, radio, podcast placements, event activations, and digital platforms. Storyboards, scripts, theme boards, and channel-specific concepts were developed to demonstrate how the idea would translate cohesively across media while adapting to each format.
This project demonstrates strategic planning, creative development, and integrated thinking, highlighting an ability to translate insight-driven concepts into cohesive multi-channel campaigns suitable for real-world application.
Entrepreneurship Project
This project involved developing visual mock-ups for a Dragons’ Den style pitch. The initial concept focused on a café brand Called Café Redaria, but following a review of the project brief, the idea was adapted and refocused. The final outcome was Slick N Stick, a haircare brand designed around products for managing flyaway hairs. The mock-ups demonstrate concept iteration, brand repositioning, and the ability to respond effectively to changing requirements.
This presentation outlines the development of Slick N Stick, a hypothetical haircare brand focused on products for managing flyaway hairs. The project involved defining key performance indicators (KPIs), identifying a clear unique selling proposition (USP) and unfair advantage, and analysing the target market through segmentation and targeting alongside many other applications of theory with swot , . Primary market research was conducted using a Google Forms survey to assess consumer interest and potential product viability. The presentation demonstrates market analysis, strategic planning, and data-informed decision making within a pitch-based format.
Marketing & Society
This project explores the foundations of sustainability through the lens of the UN Sustainable Development Goals, with a particular focus on ESG (Environmental, Social, and Governance) frameworks. It combines theoretical research with real-world case studies to evaluate how sustainability principles are applied, measured, and sometimes misrepresented in practice. The work demonstrates research skills, critical analysis, and the ability to synthesise complex environmental, social, and economic data into a clear visual format.
This college poster project explores how media and advertising shape consumer behaviour through the application of critical theory and real-world campaign analysis. It examines key communication models, including the Hypodermic Needle Model and Stuart Hall’s Encoding/Decoding Model, to demonstrate how audiences actively interpret, negotiate, and resist media messages. Case studies such as Heineken’s socially focused advertising and Old Spice’s The Man Your Man Could Smell Like campaign illustrate how brands encode humour, identity, and cultural meaning to encourage audience engagement and dominant or negotiated readings. The H&M Coolest Monkey in the Jungle campaign is analysed to demonstrate how audiences can produce oppositional readings when marketing is perceived as culturally insensitive, while Nothing Beats a Londoner highlights audience agency through authentic representation and strong community connection.
Overall, the project demonstrates strong analytical, media literacy, and communication skills, while emphasising the importance of cultural awareness, framing, and consumer resistance in modern marketing communications. This Poster Project explores how media and advertising shape consumer behaviour, drawing on critical theory and real-world campaigns. It covers models like the Hypodermic Needle and Stuart Hall’s Encoding/Decoding to show how audiences interpret and resist media messages. Case studies from Heineken to H&M highlight the impact of framing, backlash, & consumer agency. The piece reflects strong analytical and communication skills in media literacy and marketing psychology.
