The Social Awakening (New Brief)
Background: What is the context to the creative brief that you are solving, what do you know from the given information and your research? What is the historic and contemporary relevance of this creative problem?
Times are changing. Gone are the days of the meek and quiet, questioning and worrying about political correctness. Over the last few decades the rise of memberships and active participation in social and political causes has risen dramatically. From rioting in the streets to viral social media campaigns, society as a whole is more awake, present and active than ever. Through the advent and rise of social media, the ability for people to get their voices heard to a wide audience, to gain ‘followers’ and to start online movements has been easier than ever. The Brief
Design and produce a visual communication tool to awaken audiences to your chosen cause/movement. Printed outcomes can be produced in the form of leaflets, posters etc. or any other form of promotional material.
Aims and Objectives: What is the purpose of this design brief? How will you begin to answer it?
To gain knowledge and a deeper understanding of socio-political campaigns and what makes a strong campaign through visual communication methods.
To explore and develop knowledge of marketing strategy and design for web.
Research evocative advertising, art direction and other graphic design elements related to the brief through looking at various practitioners and artists.
Target Audience: Who are you communicating to and where? What is the Demographic/Lifestyle of your audience?
Primary audience – those not within the movement looking to join/help/advise, this will vary depending on which cause/issue/movement is chosen. For example, gambling addiction, will appeal to an older male audience, whilst the issue of sexism/misogyny/feminism will appeal to a younger female, socially engaged audience.
Tone of voice: What is the tone of your communications?
By their very nature, causes and movements are exactly those for a reason, to evoke change in society as a whole against a perceived wrong. To bring about this change, communications have to appeal, challenge and persuade opinion. They also have to feel recognizable to those in the movement, so they themselves feel reflected and that it connects with their thoughts/opinions.
Approaches: What are the key approaches that you have identified as part of your communication strategy?
Looking at taking influence/inspiration from previous successful examples of provocative advertising and why this was successful. As well as existing publications/features which have looked in to your issue/cause/movement previously. Media: For example - Integrated media; Print & Screen; Digital; 3D; Amibient; TV; Social; Poster; and Publishing etc.
Web/Social/Poster/Publishing
Deliverables: What are your outputs? Leave this open where possible and explore through experimentation as you develop your project.
Potential deliverables
Moving Image – 30 seconds Posters/Flyers Web design – UI/UX interfaces Online/Printed Publication – 10-12 pages.