Final Genetically Modified

Organisms (GMOs) Campaign

Danielle Grybas, Casey McGinnis, Megan Zajac and Andrea Osorto
Goals and Objectives
Goal : To properly educate our audience on the subject of genetically modified
organisms (GMOs) and what they actually mean for our food safety, health
and environment.

Objectives:

1. Increase Facebook page’s likes by 20% in 1 month

2. Increase Instagram followers by 20% in 1 month
Buyer Persona Overview - “The Health Conscious Mom”
Our health conscious mom is proactive, caring, motherly,
healthy and motivated

- Age: 30-40 years old

- Occupation: Stay at home mom

Goals

- Wants what is best for her children and family

- To provide and feed her family with nutritious meals

Key Word Searches

- “Are GMOs Safe?” , “Organic foods near me”, “Nutrition for

Kids”
Key Messages
1. Despite what may be floating around on the internet, genetically modified
crops and food are indeed safe for human consumption

2. Not only are GMOs safe for consumption, but they also leave a positive
impact on the environment and agricultural world.
Timeline

- Increase posts per week

- Post more on days known to do better
- A mixture of text posts, image posts, and video posts
Timeline

- Start campaign out with easier information/intro information

- Gradually dive deeper into GMOs
- Implement hashtags with posts
Evaluation
- Begin campaign by sending out a survey to campus members regarding their
opinions on GMOs on Sundays with the hashtag #SundaySurvey
- End the campaign by sending out this same survey to those who responded to see
if opinions have changed.
- Assess Facebook and Instagram analytics.
- Examine changes of our followers and engagement statistics.
- Adjust our future campaigns and objectives for our audience.
Content - Original Photo
- Right hand corner displays a “NON GMO”
label

- There are currently no genetically modified

peanuts being created or marketed

- This label can be misconceiving and adds to

the false commentary regarding GMOs
Content - Infographic
- A series of posts dedicated to
“Mythbusting” myths about GMOs
while also sharing a true fact

- Text with post: “GMO Mythbusters

back at it again, bringing you the real
truth about GMOs! #stayinformed”
Content - Graphic Post
- This image will also have the following caption
accompanying it:
- Body: “Farmers have selectively cultivated plants for
thousands of years. Choosing a plant, for example, based
on its ability to survive certain conditions or on how
many seeds it produces. Farmers also sought to improve
plants by crossing them with related species that had
other desirable characteristics. This type of selective, or
traditional, breeding involves crossing thousands of
genes. Genetically modified organisms (GMOs) are the
product of a targeted process where a few select genes are
transferred into a plant to produce a desired trait.
(GMOanswers.com). #stayinformed”
Content - Video