5 problems attracting to briefs
- raise awareness
- promote a product
- deliver specific information
- persuade someone to change
- produce a defining focal point
5 things wanting to get across
- the effects everyday actions can cause
- a defining focal point
- not everything produced to raise awareness needs to shock & be in your face
- important facts need not be boring and always too serious
- it's each individual persons responsibility to what they do and no one elses
5 x why?
- awareness campaigns often try to shock the audience with imagery of long term effects but it doesn't always need to be that serious to communicate a message
- choosing a defining focal point can help focus a project/campaign which can then be pushed
- making someone change a habit because they have to or for someone else isn't the best way to encourage someone to do something - it's down to each individual
- keeping things more light hearted than being too serious may reach and speak to the target audience in a more effective way
- existing campaigns clearly aren't having that big of an effect so trying a different approach could be more beneficial
5 facts about subject/content
- smoking is bad for you and others around
- smoking is something that can never be stopped
- lots of people die or end up ill sue to smoking
- existing no smoking campaigns include 'shocking' images on the packets, not smoking inside, etc
- it's an expensive habit
5 facts about audience/context
- working class 20-40 year olds
- no disposable income
- have a good social life - go out with friends, etc
- started smoking because everyone else did
- have no incentive to stop
5 distinct products I could produce
- posters
- direct mail
- beer mats
- leaflets
- lighters
- website
- cig packets
- etc...
1 product into range
- posters
- headlines
- images
- colour
- orientation
- layout
- size formats
- adshell
- billboards toilet doors
- ad boards
- corridoors
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