Dementia and Parkinson´s Disease Essay - 731 Words

Parkinson’s disease, a type of dementia also known as idiopathic or primary parkinsonism, paralysis agitans, or hypokinetic rigid syndrome/HRS, is on the rise in the U.S. Each year there are over 60,000 new cases in the U.S. alone. With the average person diagnosed with Parkinson’s disease over the age of 65 and America’s rapidly growing elderly population, awareness and concern are becoming significant points of interest for many healthcare professionals. Parkinson’s disease is caused by the destruction of dopamine-producing nerve cells in the midbrain (Substantia nigra). These nerve cells are used to coordinate smooth and regular body movement. In the absence of these cells, people often experience tremors (involuntary shaking or†¦show more content†¦Ultimately Pathak was able to figure out how to make the hardware for cancellation small enough to help those affected by tremors. As a result, Pathak’s research in stabilization has taken the technology in a new direction. Instead of trying to force the hand to stop moving (which often causes pain and irritation), Liftware stabilizes the object that the person is trying to hold. This is the first product of its kind that has the ability to constantly steady itself while the user is shaking. Located in the Liftware utensil is a microchip and sensor that can monitor the direction and force of the tremors. The motion sensor feeds data to the onboard control, separating the unintended motion (the tremor) from the intended motion (eating). The device is then able to adjust its movements using an actuator to counteract the users uncontrolled movement. Running on a rechargeable battery similar to the modern electronic toothbrushes, this electronic utensil can last on a single charge for several days. In a study conducted at the University of Michigan, researchers tested Liftware on a variety of patients. Before any patient was tested, a neurologist characterized the tremors of each of the patients. Then each patient was instructed to do simple tasks (eating, gripping items, etc.) with the Liftware utensil, which had interchangeable parts for both a fork and spoon. The results showed a 75% reduction in tremors in the patients hands on average. The price for a LiftwareShow MoreRelatedChildren With Dementia And Parkinson s Disease1488 Words   |  6 Pages 1. Introduction Dementia is a collection of symptoms caused by disorders affecting the brain which impact on a person’s functioning, ranging from thinking to behaviour and the ability to perform ordinary tasks and there are different type of dementia with the most common types being Alzheimer’s disease, vascular dementia and Parkinson’s disease (Keast, 2015). 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Schizophrenia - A Genetic and Environmental Review - Free Essay Example

Sample details Pages: 9 Words: 2739 Downloads: 1 Date added: 2019/07/31 Category Psychology Essay Level High school Tags: Schizophrenia Essay Did you like this example? Introduction Schizophrenia is defined as a severe brain disorder characterized by disturbances of thoughts, perceptions, volition, and cognition, which affects about 1% of the world population today (Ozawa et al., 2006, p. 546). The disorder can be incapacitating to those who live with it and prevent normal societal function. Don’t waste time! Our writers will create an original "Schizophrenia A Genetic and Environmental Review" essay for you Create order Despite its frequency in the population, scientists and medical professionals still struggle to find a conclusive explanation for why some develop schizophrenia. This may be in part due to its ties to both environmental and genetic factors. Throughout the literature there are extensive hypotheses on what the contributing factors to development of the disorder are, but a consensus remains that no one factor defines susceptibility. Environmentally, Adult onset of schizophrenia seems to be linked to neonatal care. Maternal viral infection (Ozawa et al., 2006) as well as maternal vitamin D deficiency from improper diet and sunlight intake (Pluta, 2010) leads to small but significant increases in offspring disorder development. Genetic pre-disposition is also a well-known factor to be considered. Currently well researched, disruption of dopaminergic pathways in schizophrenic patients are becoming more prevalent as it seems to play a crucial role in symptomology of the disorder. More speci fically, abnormal dopamine function appears to give rise to much of the positive symptoms (psychosis) (Abi-Dargham et al., 2000). In addition to the factors that increase likelihood of development, treatment is heavily discussed in the literature. Medication is a crucial baseline component to treatment as it can keep patients functional, so that other psychosocial therapies can occur. Unfortunately, the symptomology that demands medication also prevents approximately 50% of patients from maintaining a regimen. Increased numbers of environmental treatments are being researched to rectify this (Velligan et al., 2008). Schizophrenia is generally a hard disease to measure because its symptoms vary widely across the population. The 2 domains that most of the symptoms fit within are positive are negative. Positive symptoms are analyzed using the Brief Psychiatric Rating Scale. This scale accurately places how severe a patients symptoms (psychosis, delusions, etc.) are and detects changes over time. The Scale for the Assessment of Negative Symptoms (SANS) rates how severely a patient presents in the 5 categories on th e scale. (Lindenmayer, Harvey, Khan, Kirkpatrick, (2007). Unfortunate limitations to these measurement scales are that patients frequently go on and off medications making it hard to monitor improvement in symptoms over time. Also, patients can cross lines from one subtype to another as well as more minor subtypes, making categorization difficult. Genetic Studies The effect of dopamine on Schizophrenia has recently begun to be heavily investigated in the scientific community. Dopamine receptors, specifically D2 appear to be a probable contributing factor to the classic symptoms of Schizophrenia. The receptor availability of dopamine was measured in patients at the standard level as well as after drug administration to reduce available dopamine in 36 subjects. 18 of these subjects were Schizophrenic patients and the other 18 were matched controls. The dopamine receptor availability in each subject was measured with single-photon computerized emission tomography (SPECT) and the drug administered to reduce dopamine concentration was ? ±-methyl-para-tyrosine (? ±-MPT). Upon the first initial analysis, no significant difference in standard dopamine receptor availability was noted between the Schizophrenic and control subjects. However, after a decrease in available dopamine, significant results arose (Abi-Dargham et al., 2000). Upon depletion of dopamine with ? ±-MPT, there was a significant increase in receptor availability in both Schizophrenic patient s and control subjects. This is an intuitive explanation as a decrease in dopamine would trick the brain into believing it needs more receptors to reach its normal level of dopamine binding. However, the increase in dopamine receptor availability was significantly higher in patients with Schizophrenia (19% ? ± 11%) compared to the control subjects (9% ? ± 7%) after the drug treatment. This data is illustrated below (Figure 1). Through this data it can be deduced that if much of the dopamine was reduced by ? ±-MPT, then there would be a difference of 8% ? ± 6%, compared to 15% ? ± 7% of D2 receptors filled in the control vs. Schizophrenic patients, respectively. This data provides significant evidence that contributes to the literature on dopamine involvement with Schizophrenic symptomology. Dopamine appears to be highly involved with the D2 receptor in patients with Schizophrenia, but not as much in the normal population (Abi-Dargham et al., 2000). In addition to dopaminergic activity, other underlying molecular mechanisms may also play a role in schizophrenia development. Microarray technology was utilized to examine gene expression patterns in 24 schizophrenic or control patients. This technology can pinpoint differential gene expression patterns, and the underlying molecular mechanisms can then be examined. Experimental analysis was conducted on subjects diagnosed with chronic schizophrenia and controls, all of whom died from natural causes. After death the dorsolateral prefrontal cortex of the subjects was dissected into ~0.5cm tissue cubes. In the 89 genes that showed differential expression patterns in schizophrenic vs. control subjects, a categorical pattern emerged. The majority of these genes were involved in mechanism of signal transduction, neurotransmission, neuronal development, synaptic plasticity, and most prominently myelination (Hakak et al., 2001). Of these 5 categories, all but myelination appear to have an i ncrease in gene expression compared to the control. Although not conclusively followed up with, this data indicates that multiple, if not all these genes may play a role in the symptomology of schizophrenia. The downregulation of the myelination genes plays a role in this theory, as the 5 genes in this category all aid in formation of oligodendrocytes. Commonly known, oligodendrocytes produce myelin in the central nervous system. The primary function of myelin is to aid in cell signaling and protect neurons. With deficient production, this can cause significant changes in brain circuitry. In addition, the authors noted that in humans, myelin production by oligodendrocytes within the region examined (prefrontal cortex) begins to occur from late adolescence to early adulthood. This coincides with the period that both men and women begin to report symptoms of schizophrenia development. The conclusion can be drawn that this deficiency may go unnoticed for much of the early stages of lif e, but as myelin production begins this could be a tipping point for disease onset (Hakak et al., 2001). In addition to disruptions in neurological pathways, specific gene loci have begun to be implicated in risk for schizophrenia development. Over 100 of these loci have now been located, however this research remains generally fragmented (Harrison, 2015). This has remained the case because no one aberrant gene can be directly correlated to schizophrenia development. It has been maintained in the literature that multiple aspects of genetic predisposition linked to specific environmental triggers must be connected to lead to a schizophrenia diagnosis. Previous human and animal studies have linked the DISC1 gene to mental illness and schizophrenic phenotype. This gene is involved in numerous activities, making it hard to decipher which aspect of its disfunction may lead to this symptomology. A shortened DISC1 transgene from a human source was inserted under the ? ±CaMKII promoter in C57BL/6 mice. Expression of this gene leads to dominant negative phenotype. Two lines of transgene mice w ere created and compared to one wildtype line. The ? ±CaMKII promoter was chosen specifically because of its role in gene expression in the prefrontal cortex and hippocampus. From 3-8 months of age several behavioral analyses exams and in vivo MRI scans were conducted to survey a wide variety of characteristics in the tg C57BL/6 mice (Hikida et al., 2007). A staple phenotype in a large percentage of schizophrenic patients is abnormal sizing of the lateral ventricles. In vivo MRI scanning of tg line 10 at 6 weeks and 3 months showed significantly larger left lateral ventricles compared to wildtype. In the same line, the ratio between left and right ventricles as well as lateral ventricles to whole brain volume was shown to be larger in tg compared to wildtype, however, this only became significant at 3 months of age. (Figure 2). Behavioral analyses also showed that tg mice had lower pre-pulse inhibition (a measure of cerebral cortex sensorimotor gating) and increased hyperactivity compared to wildtype. These are common characteristics in schizophrenic patients, however other common characteristics such as anxiety, impaired motor coordination, and working memory were not affected (Hikida et al., 2007). Inserting a shortened DISC1 transgene into C57BL/6 mice resulted in tg mice lines that demonstrated significant pathogenic and behavioral traits seen in patients of schizophrenia. This does well to contribute to the present literature that the DISC1 is implicated in some aspects of schizophrenic symptomology and development. Because this transgene came from a human source this gives a strong external validity for generalization to the human population, but as always there may be limitations such as the way this pathology and behavior may shift after years of medical treatment or psychological therapy (Hikida et al., 2007). Environmental Studies Schizophrenia is strongly theorized to be linked to both genetic and environmental causes. A well-known environmental factor that could lead to fetal development of schizophrenia is maternal contraction of viral infection. Evidence from previous studies provided evidence to suggest that maternal viral infection during developmental stages in pregnancy lead to higher rates of fetal schizophrenic development. This viral infection appears to be non-specific as research has been done on influenza, polio, rubella, and measles may all have the same effect. This information led researchers to believe that maternal immune response, particularly inflammatory cytokines, may affecting fetal neurological development rather than the viral infection itself. To simulate this environmental factor in schizophrenic development, double-stranded RNA polyriboinosinic-polyribocytidilic acid (poly I:C) was utilized. This method was used to replicate a viral infection because it causes a non-disease specific immune reaction. BALB/c mice were bred in the lab and from 2-weeks to 3-weeks post copulation pregnant females were injected with the RNA daily (Ozawa et al., 2006). To measure if the offspring of the poly I:C injected mothers demonstrated characteristics comparable to Schizophrenia, 3 criteria were measured. These were maturational delay, damage to dopaminergic systems, and cognitive impairment. Along with cognitive impairment, the effects of two common anti-psychotic drugs on this were measured. These drugs were clozapine and haloperidol. After in jection the pregnant mothers were observed to gain less weight than expected as well as produce a lower number of pups. The offspring of these mice were measured to have significantly damaged dopaminergic systems as well as cognitive impairment only after maturing into adults. Clozapine and haloperidol also helped to curb the symptoms of the cognitive impairment (Ozawa et al., 2006). This is a very useful animal model for understanding the association between gestational viral infection and offspring schizophrenia risk, however limitations apply to a comparison to a human model. The most significant limitation being that it is still not conclusively known at what stages of pregnancy an infection has the most risk on the fetus. This may skew data that could be obtained in a human study because women may be less inclined to report or remember a viral infection in early stages of pregnancy as they may not realize the effect it has on a fetus that is not showing yet. Interestingly, while the immune system is more susceptible to contracting viruses in colder months like winter and spring, this is also the time of year that vitamin D deficiencies are also most common. This time of year, also coincides with significantly more babies born that will develop Schizophrenia in adulthood. The most direct way to gain vitamin D is through the skin being exposed to sunlight. Thi s obviously becomes less feasible in the winter. Through the processing of vitamin D in the human body, 25-hydroxyvitamin D3 (25[OH]D3) is produced. Infant blood samples from the Newborn Screening Biobank were analyzed for concentrations of (25[OH]D3). 424 Danish, schizophrenic and control matched pairs were used (Pluta, 2010). The data indicated a significant variation in the amount of 25[OH]D3 present in newborn blood throughout different months of the year. There was also a significant association between developing Schizophrenia in adulthood and the amount of 25[OH]D3 present in the blood at time of birth. In comparison to the fourth quintile of infants, infants with the highest 20% (first quintile) of 25[OH]D3 at time of birth had a 1.71% relative risk of developing schizophrenia in adulthood, while those in the lowest 20% (fifth quintile) of 25[OH]D3 at time of birth had a relative risk of 2.1% in comparison to the fourth quintile. The relative risks of the development of schizophrenia in controls is shown below (Figure 3). The most interesting component of the research is that while prenatal vitamin D plays a significant role in the future development of schizophrenia, the trend is not linear. Compared to the fourth quintile both the first and fifth quintiles had a higher risk of disease development. It did appear, however, that vitamin D deficiency plays a more prominent role (Pluta, 2010). Through literature analysis it becomes apparent that both genetic and environmental factors play a significant role in the development of schizophrenia. In the realm of treatment for this disease, a multitude of drug treatments are available, some of which are argued to treat better than others (Leucht, 2009). It is also important to consider the effect of environment on drug treatment and patient care for schizophrenia in general. While schizophrenia is a disease that somewhat demands drug treatment to keep patients norma lly functional, the adherence to medication is a significant problem in the population. The symptomology that demands drug adherence also promotes patient disassociation from treatment. Three different environmental treatment approaches were taken on subjects with diagnosed schizophrenics. These treatments were full-CAT treatment, Pharm-CAT, and TAU (treatment as usual). Cognitive adaptation training (CAT) is a personalized treatment designed to promote patients maintaining a medication schedule through a specific environmental setup and organization in the home. Pharm-CAT is essentially the same, however the organization only pertains to specifically medication-related lifestyle components (Velligan et al., 2008). The initial regimens lasted for a period of 9 months and medication adherence was measured through counting of untaken pills during periodic home visits. After this time-period the CAT environments were not removed, but home visits were for another 6 months. Adherence to medication treatments was shown to be significantly higher in both Full-CAT and Pharm-CAT patients compared to usual treatment patients during all stages of the experiment. However, in the area of functional outcomes, Full-CAT patients only performed better than Pharm-CAT in the initial 9 months of the study, and only Full-CAT patients outperformed traditional patients once home-visits were removed (Velligan et al., 2008). This study provides significant data to support how helpful individualized environments can be to medication adherence and normal functioning in patients with Schizophrenia. In all cases patients with any form of CAT treatment outperformed those undergoing their usual treatment. However, this treatment did get less effective when visitors stopped checking in on the patients. This is an important distinction, as a limitation to this treatment is that it does not appear to significantly effective in promoting self-sufficiency in schizophrenic patients (Velligan et al., 2008). References Abi-Dargham, A., Rodenhiser, J., Printz, D., Zea-Ponce, Y., Gil, R., Kegeles, L., . . . Laruelle, M. (2000). Increased Baseline Occupancy of D2 Receptors by Dopamine in Schizophrenia. Proceedings of the National Academy of Sciences of the United States of America, 97(14), 8104-8109. Hakak, Y., Walker, J., Li, C., Wong, W., Davis, K., Buxbaum, J., . . . Fienberg, A. (2001). Genome-wide expression analysis reveals dysregulation of myelination-related genes in chronic schizophrenia. Proceedings of the National Academy of Sciences of the United States of America., 98(8), 4746-4751. Harrison, P. (2015). Recent genetic findings in schizophrenia and their therapeutic relevance. Journal Of Psychopharmacology, 29(2), 85-96. Hikida, T., Jaaro-Peled, H., Seshadri, S., Oishi, K., Hookway, C., Kong, D., . . . Sawa. (2007). Dominant-negative DISC1 transgenic mice display schizophrenia-associated phenotypes detected by measures translatable to humans. Proceedings of the National Academy of Sciences of the United States of America., 104(36), 14501-14506. Leucht, S., Komossa, K., Rummel-Kluge, C., Corves, C., Hunger, H., Schmid, F., . . . Davis, J. (2009). A Meta-Analysis of Head-to-Head Comparisons of Second-Generation Antipsychotics in the Treatment of Schizophrenia. The American Journal of Psychiatry., 166(2), 152-163. Lindenmayer, Harvey, Khan, Kirkpatrick. (2007). Schizophrenia: Measurements of Psychopathology. Psychiatric Clinics of North America,30(3), 339-363. Ozawa, Hashimoto, Kishimoto, Shimizu, Ishikura, Iyo. (2006). Immune Activation During Pregnancy in Mice Leads to Dopaminergic Hyperfunction and Cognitive Impairment in the Offspring: A Neurodevelopmental Animal Model of Schizophrenia. Biological Psychiatry, 59(6), 546-554. Pluta, R. (2010). Neonatal Vitamin D Status and Risk of Schizophrenia: A Population-Based Case-Control Study. JAMA, 304(18), 1996. Tseng, K., Lewis, B., Lipska, B., ODonnell, P. (2007). Post-Pubertal Disruption of Medial Prefrontal Cortical Dopamineâ€Å"Glutamate Interactions in a Developmental Animal Model of Schizophrenia. Biological Psychiatry.,62(7), 730-738. Velligan, D., Diamond, P., Mintz, J., Maples, N., Li, X., Zeber, J., . . . Miller, A. (2008). The Use of Individually Tailored Environmental Supports to Improve Medication Adherence and Outcomes in Schizophrenia. Schizophrenia Bulletin, 34(3), 483-493.

Slavery During The Colonial Period Essay - 1442 Words

Cheng Qian CIN: 303520717 History 202A Course Number: 17606 2/14/16 Freed Slaves During the colonial period, a lot of black slaves were brought into the land of America; the population of black slaves in the south plantation once reached the amount of 500,000 and they were oppressed by their masters, which are the white people with privilege. The black slaves did not have any freedoms, and even their lives belong to their masters, they could be tortured, killed, or transferred to other people as their masters wished. But nearly the same time of the Independence of the United States, the abolition movement began; most people believed that the behavior of owning and enslaving was against the spirit of building the nation. The abolitionists advocated to free the black slaves, but some of them believed that black people were inborn different with the whites naturally, and they thought that the freed blacks would not accept the American system and laws, and feared the freed blacks would disturb their social order and their society, so they could not leave the freed sl aves in the country but should send them overseas and have them live in their own land; thus, the first freed slaves were transported into the land of Africa, then the first freed black slaves’ home was settled in Liberia. Many historians believe that Liberia is an absolute colony, and it is not formed by the white Europeans but the freed black slaves from America. 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Integrated Marketing Communications Campaing A Case of Surfers Again

Question: Describe about the Integrated Marketing Communications Campaing, a Case of Surfers Against Sewage? Answer: 1. Proposed campaign title The major income of the SAS charity results from the monetary contribution of the existing members of the foundation. However, the decrease in the number of members has required the foundation to undertake the promotional activities concerning recruitment and retention of members (Hackley, 2010). In this regard, the following will be an appropriate tagline to define the situation to the target market - No water, No life Be a priceless volunteer and save the oceans. 2. Communications context a. The market The charity or voluntary sector in UK is referred to as the third sector or the nonprofit sector. As per the reports of Forbes around one, 80,000 charities are registered in UK and all the charity operates based on the membership fees and individual donations. Some of the major operating charity foundations in UK are namely Alzheimers society, British Red Cross, Macmillan Cancer Support, National Trust and Age UK (Ivanov, 2012) . The Bloomberg financial reports shows that the consumer spending on the charitable institutions have reduced by one fifth since 2012 however the demand for charitable services have increased which has made the foundations in acute need for funds. The Charities Aid Foundation reports if the current market situation prevails then around 60% of the charities will close within 2020. The levels of UK consumers spending on the charitable services have reduced from 32.5% in 1978 to 27.4% in 2008. Engel et al. (2000) suggested that this variation in the charity expe nse depends upon the household income. b. The Charity consumer A recent study by Mintel shows that around 80% of the UK population are environment concerned and are ready to make donations. On analysis of the composition of the total population contributing for the charitable purpose, highest donations were recorded among the customers within the age group of 18 to 35 years (Gurău, 2008). The SAS survey reports shows that around 78%of the consumers within this age group are highly conscious about the negative effects of environmental degradation. Moreover, around 60% of the women contributed to the charity compared to men. However, on analyzing the sector receiving the highest proportion of donations it was recorded that the medical research institutes record the highest amount of donations. Figure 1: Donations to different sectors in UK (Source: Sas.org.uk, 2015) Apart from the environment and charity concerns around 55% of the UK population makes donations for getting tax benefits (Hayes, 2012). The following graph shows the percentage of adult population of UK giving charity in different years. Figure 2: Percentage of adult population of UK giving charity in different years (Source: Mintel, 2015) Cash donations are the most popular method s of donations among the UK customers because the direct cash payment can help the individual to get a tax benefit. However other forms of donations include payment through debit card, buying of charity services, event donations, cheque, membership fees and payroll (Jiang and Chia, 2010). Figure 3: Methods of receiving donations (Source: Mintel, 2015) In order to increase the amount of donations in the environmental sector and specially for the Surfers against Sewage fund the trusts should target the motivation of the customers. If correct charitable motivation can be given to the target customers then the retention and recruitment of new remembers will be possible (Houser et al. 2011). c. The current SAS promotion or member communication The major income of SAS is generated from the membership subscriptions. In order to increase the number of members especially within the age range of 18 to 34 years the foundation has initiated different promotional projects. The present membership packages of SAS are as follows: Family membership @ 30 annually Single membership @ 24 annually Group membership @ 10 per group members annually Lifetime membership @ 240 onetime payment (Sas.org.uk, 2015) SAS has taken an innovative approach of producing and educational film about a well known professional surfer to educate and inspire charitable activities on the beach. This promotional strategy was directed towards the young age group since they could connect to the life of the surfer and would join in the charitable activities (Finne and Grnroos, 2009). Apart from this the organization provides regular campaign updates in the members magazine Pipeline, provides discounts for items in SAS surf shop, accessories like key ring and car sticker and invitations to community services like cleaning of local beaches. In 2013 the foundation collected over 55,000 signatures from citizens regarding a camping supporting better protection in surf spots. The Unidentified Floating Objects (UFO) campaigns initiated by SAS involves in identifying items of marine litter on the UK beaches and remove them to make the sea cleaner. In 2012 the foundation had organized a spring clean activity on the local beaches (Sas.org.uk, 2015). 3. Objectives and audiences a. Proposed objectives The major objectives of the proposal are as follows: To devise promotional strategies in order to attract and recruit new members within the age group of 18- 35 years To generate strategies for the Charity to help them in long term retention of the recruited members and existing members To plan a financially reliable promotional strategy (Keerthi R, 2013) b. Target audience SAS will focus on a niche target market for generation of membership subscriptions. The major target market for SAS membership promotion will be the UK citizens within the age group of 18 to 35 years. SAS has selected this particular age group because according to Mintels report on Charitable Giving highest proportions of donations are available from citizens within the age group of 16 to 24 years. The UK government provides no age bar on the surfers hence the target population within this age group engages more in recreational activities like surfing and hence they are more aware about the needs of protecting the sea and the coastlines. Moreover, Kolsarici Nalca (2009) suggests that the younger population gets motivated in a positive manner regarding the donations. For further stress on the selected target market SAS will point its promotions towards the female citizens within this age group. According to Blythe (2009) it is easier to generate emotional influence on the female citizens more compared to the male citizens. The survey report of the charity market of UK also shows that around 60% of the donors are female. The target audience will also comprise of majorly professional and recreational swimmers and surfers of UK. c. Desired response Ranganathan et al. (2011) opined that a charity donation promotion would be successful if the authorities are able to make the customer think from heart and not from mind. The presence of numerous donation appeals in UK makes it difficult for the UK citizens to decide on the appropriate charitable fund. SAS should generate its new membership promotional strategies targeting the following factors: Audience thoughts: The promotional strategies will aim to generate rational thoughts within the target customers in order to trigger the need for charity memberships. SAS by promoting about the importance of environmental sustainability along with recreational activities will be able to generate a connection in the mind of the customers. Audience emotions: To generate memberships within the target audience, SAS needs to trigger the emotional cord of the target audience. However Conaway and Laasch (2012) suggested that charitable activities with a difference are able to generate more responses compared to normal charities. For instance, British Airways trust funds were able to collect high donations in respect to the Ebola promotions made by the employees. The British Universities were also able to generate high donations from alumni students on the grounds of development and alumni meets. Since the younger population donates for the positive feeling that they get from the donations hence the SAS should frame strategies that will make the target audience feel positive about their contributions (Robertson and Davidson, 2013). Audience behavior: The desired behavior after targeting the promotional strategy is that the target audience will at least enroll for a single membership on an annual basis in SAS. If the promotion is able to attract the commitment and attention of the target audience then SAS will hope that they will at least want to experience the charity and recreation activity. 4. Proposals a. Marketing and communication tools Keeping in mind the budget constraint, SAS should develop promotional techniques using individual creativity rather than usage of promotional media. The organization can organize a Keep the seas clean camping with the existing members in order to generate awareness among the citizens. The use of pamphlet distribution and handmade hoardings in different clubs, swimming associations and schools will also attract the awareness of the citizens to the SAS activities and generate membership response (Belch and Belch, 2012). SAS can make innovative promotion strategies like introduce a Do Good card system that will provide discounted surfing opportunities to individuals who will opt for membership subscriptions (Brown and Mason, 2010). To attract the young target audience SAS should focus on creation of strategies that conveys that volunteering is fun. In this regard SAS can opt for innovative video campaign which will include filming of a story of a volunteer having fun while surfing and also contributing to the cleanliness program of the beaches. b. Message The promotion aims to generate the importance of charitable contribution for maintenance of sea conservation and cleanliness (Shimp, 2010). The promotion though the various social media hash tags and video filming and radio advertising is aimed to generate a sense of responsibility within the community about the importance of serving the community for cleansing the seas. The membership recruitment promotions also shows that service contribution by the community citizens in the charitable activities concerning the sea and the beaches will be able to successfully make the seas safer and make surfing a memorable experience for the surfers (Mayor, 2009). c. Media The extensive use of the social media like twitter and Face Book will help the organization in attracting new members. The campaign can involve has tag promotions in twitter with the tagline #waterislife. The target audiences within the age group of 16 to 34 are majorly addicted to the social media platforms. Hence, the request for membership requirements on the twitter will generate huge responses and comments from the users and they will show interest in the subscriptions. However use of traditional advertising strategies will not be, suffice for the organization. Barker (2013) suggested that Radio advertising is a cheap source of traditional adverting media. Since SAS is restraining on the budget, hence the organization can effectively take the help of radio advertising to promote the recruitment campaign. Radio promotion will involve low cost and will help SAS to promote its message to all local citizens. Current promotions of SAS in the social media platforms show that the company makes 60% of its promotions in Twitter and 40% in Face Book (Waller, 2012). Hence, the organization can promote the SAS recruitment campaign through the social media sties because around 18% of the fundraising money is incurred from the peer-to-peer campaign of social media. With the help of the hash tag promotion in twitter, SAS will be able to connect and build relationships over the discussion topic with the targeted audience. The creation of a sense of engagement will help the organization to fetch members for the charity services (Caywood, 2012). 5. Evaluation methods In order to measure the effectiveness level of the advertising campaigns, SAS can evaluate on the following factors Donation figures: To evaluate the effectiveness of the promotional campaigns SAS should evaluate the amount of donations received in form of membership subscriptions or amount of donations received from sponsorships (Ofek, 2010). Changes in behavior of the members: If the retention rates of the existing members of SAS increases then the organization will understand that the promotional technique has been a success. Website hits and social media response: The positive or negative comments and the numbers of website hits and social media likes will also confirm the success of the promotional techniques. The Hash tag responses will be able to give SAS a practical view of the reactions of the citizens and the organization will be able to understand whether the promotions are able to generate sense of responsibility within the target audience. Membership recruitment conversion: The final evaluation will be made with the conversion rate of the members (Grimmer and Woolley, 2014). The major purpose of the promotion is to attract target members who would serve the community needs along with SAS. Hence, the number of individuals registering for the membership will confirm the success rate of the promotions. 6. Reference list Barker, R. (2013). Strategic integrated communication: An alternative perspective of integrated marketing communication?.Communicatio, 39(1), pp.102-121. Belch, G. and Belch, G. (2012).Advertising. North Ryde, N.S.W.: McGraw-Hill Australia. Blythe, J. (2009).Key concepts in marketing. Los Angeles, Calif.: SAGE. Brown, A. and Mason, K. (2010).The Child's Play Charity. St. Bonaventure, N.Y.: Jandoli School of Journalism and Mass Communication, St. Bonaventure University. Caywood, C. (2012).The handbook of strategic public relations and integrated marketing communications. New York: McGraw-Hill. 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