Abstract

The caselet, “Shared Values”: A Campaign Gone Hollow? examines the background of a public campaign undertaken by the US government targeted at Muslims in a number of countries around the globe. The campaign tried to convey an image of the US as a country which is socially tolerant toward various faiths. The caselet assesses the impact of the campaign on the target population.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Why organizations need to ‘walk the talk’ when they are trying to influence a target group through their public campaigns. The need to take care of the sentiments of the target group before launching a campaign. The necessity for campaigns to reflect real

Keywords

GAP, Banana Republic, Old Navy, Brand strategy, Morris & Fellows, Strategic Mindshare, George Clooney, Ellen von Unwerth, Vogue and Elle