#campaign research

[serenewrites]

Vintage Advertisements

Hey guys, i’m back for my weekly (lol i’m rounding up) post about something totally off the wall that i found while researching and planning my campaign.

Have you ever wanted to find old advertisements to help inspire you creatively?

This site lets you look at ads from different eras. it even breaks it down into types of ads, so instead of constantly finding war propaganda, you could search by vintage beauty ads from the 1800s or sports ads from the 1940s.

[serenewrites]

literally me rn

[bottomtrawlingcampaign]

Target audience is the youth of New Zealand that want change! We are are the future generation of this country and should fight for our oceans to become sustainable, be respected and ultimately have zero bycatch.

Some examples of potential media’s and formats to create awareness that target NZ’s youth:

Bus stops

Social media

Radio

Spotify

Supermarket reusable bags

[bottomtrawlingcampaign]

Logo Ideation

“The Long Haul” represents all marine species and creatures being ‘hauled out of the ocean in bottom trawling nets. Turning ocean floors into wastelands. Weighted nets dropped on the Benthic floor (very bottom seafloor) and dragged, disrupting and destroying everything in its path. Non targeted species, habitats and other marine life, roughly 40% in each haul, is thrown back but the damage is already done. This method is contributing to population decline which will eventually lead to extinction.

[bottomtrawlingcampaign]

This is an example of what a previous successful bottom trawling campaign BLOOM Association- ‘Hands off our Bottom”) used to promote awareness in Europe. 

“This video was produced to assist the work of the BLOOM Association, and their partners at the Environmental Justice Foundation, The Hebridean Whale and Dolphin Trust, Greenpeace, the Marine Conservation Society, the National Trust for Scotland, the New Economics Foundation, Oceana, and The Deep Sea Conservation Coalition. Video production support is provided by the Conservation Media Group (CMG). www.conservationmediagroup.org Production by Compass Light. Music from “Escape Artist” by Zoe Keating. "

http://www.earthforcefightsquad.org/videos/hands-off-our-bottom.html

[bottomtrawlingcampaign]

#makingmeaning Designing an Awareness Campaign

Campaign project document- Adobe InDesign A3 printed and bound landscape & Process Workbook A3

What is an awareness campaign?

An awareness campaigns purpose is to educate and share with society. What the problem is and why we should care. Call to action. Campaign is a goal in mind that carries on for a period. To create change/action.  

‘Students will develop a dynamic integrated awareness campaign’

Dynamic- (of a process or system) characterised by constant change, activity, or progress. "a dynamic economy" (of a person) positive in attitude and full of energy and new ideas. "a dynamic young advertising executive"

Integrated- with various parts or aspects linked or coordinated. Consistency of mediums and output. "an integrated public transport system"

Awareness- knowledge or perception of a situation or fact. "we need to raise public awareness of the issue", concern about and well-informed interest in a particular situation or development. "a growing environmental awareness"

Campaign- a series of military operations intended to achieve a goal, confined to a particular area, or involving a specified type of fighting. "a desert campaign". An organised course of action to achieve a goal. "an election campaign". Work in an organised and active way towards a particular goal, typically a political or social one. “people who campaigned against child labor.” A series of messages that share a single idea and theme in which a group of people can group their ideas, beliefs and concepts.

What is its purpose?

To engage people, change, excite, inform. For people to embrace the action.

Awareness campaigns are important because they can be used to contribute to change within a community, an organisation or at an individual level.

Awareness campaigns inform people about a current issue, a situation, problem or event by drawing highlighting attention to it in such a way that the information and education provided can solicit action to make changes.

What does/should a successful awareness campaign achieve?

Increase awareness it ensures audiences know about the issue at hand

Educate they are platforms to inform your audience about the issue and its related matters

Engage should engage its audience not its message and call to action

Reach knowing that an audience is scattered across numerous moments, devices and channels, its critical to create various touch points that your audience can see and engage with

Frequency understand your audience and the frequency (campaign length and collateral roll out) that they’ll tolerate so that you won't have your audience tuning out  

Measurability what does success look like, and how it can be measured.

Should achieve ongoing change. NZ is a good example of a country with long term success (Kate Shepherd- women's right to vote)

Examples of awareness campaigns

Save the whales

Movember

Ice bucket challenge (ALS)

Putting Aotearoa back into New Zealand police

Clean cheeks

Self-Directed learning:

Best Awards Campaign 2016

Name the campaign and give a brief description of it. 

What is the issue that awareness is being brought to?

Who is the audience or audiences?

What is the 'call to action' (what is the audience being asked to do)?  

Make a list of its collateral and touch points. i.e. billboards, Instagram environmental graphics.  

Note its visual look. i.e. bright/subdued, messy/clean, digital/analogue (hand-drawn).  

Note its tone. Serious, humorous, compelling, demanding.  

And finally, write a couple of paragraphs reflecting on how successful (or unsuccessful) you found the campaign to be.

Fracture- Lipton Ice Tea - Summer Festival

Finalist- Digital Campaigns 2013/ Design Director- Fracture/ Creative Director- Fracture/ Team Member- Fracture/ Client- PHDIQ

This campaign was designed to allow New Zealanders to build their own Lipton Ice tea summer festival project (through PHDIQ + Fracture). They create their ideal festival project online. The location, attractions and bands and connect with Facebook friends.

The audience is adults in New Zealand (r18) who use Facebook, that enjoy summer festivals and drink Lipton Iced Tea. People that like listening to bands and use Spotify.

The call to action is to engage with the project online and build your dream festival for the summer. To be involved in the virtual experience.

The collateral is social media as its digitally designed for games online.

The visual look is very bright and bold. Friendly, welcoming and warm. Definite summer vibes and atmosphere to get the summer festival point across.

Its tone is fun and inviting, humorous illustrations.

https://bestawards.co.nz/search?q=Campaign+

https://bestawards.co.nz/digital/digital-campaigns/fracture/lipton-ice-tea-summer-festival/

https://campaignbrief.co.nz/2012/12/19/lipton-ice-tea-asks-new-zealan/

[erica-raimondi-blog]

#BREAKTHECHAINS

In 2016, Human Rights Watch exposed the shackling of 18,000 people with psychosocial disabilities in Indonesia. Since then the government took promising steps to rescue people from chains while raising awareness and providing services. However, today, more than 12,800 people are still shackled—to beds, cement blocks, or in animal pens.

[saffrontechus-blog]

Saffron Tech ’s certified experts bring the best paid search optimization for increasing website visibility in the search engines across the web. For past many years, we have focused on developing, implementing and testing best practices that drive traffic which converts.