P3 : 12 Creative Brief and Project Plan

PG02 : Learning cycle 03

Communication Design

RAVENSBOURNE

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Theme : Time and Space

Negotiated Individual Project & Learning Log Summary

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Joong Gul Ro

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Creative Brief

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Client/Brand UNICEF / Street Children

Project Public Campaign for Street Children

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Key Characteristic of the Brand

UNICEF is one of the world biggest charity organisation. The main objective of their programmes for street children is aimed to provide education, health care and counselling which can obviously give a meaningful difference into the lives of street children.

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Market Problem & Opportunity

Increasingly, street children are the defenceless; Victims of brutal violence, Sexual exploitation, Abject neglect, Chemical addiction, Human rights violations.

International indifference to the problem has led to continual neglect and abuse of these children so that UNICEF has lack of fund for street children to be eradicated.

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Target Audience Profile

People who have indifference about street children, aged over 20.

Parents who have a child between 5~18 year old.

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What is this AD intended to Achieve?

To remind the problems of street children so that change people’s mind from indifference.

Encourage people to donate to UNICEF for solving street children’s problem in the world.

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The Single minded proposition

Street children need help for their live and dream.

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Desired Brand Personality

Trusty / Helpful / World Leading Charitable Organisation

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Suggested Media & Timing

Ambient / Point of view Donation / Reaction

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Mandatory Inclusions

Brand name / Telephone number or Money box for donation

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Project Plan

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BACKGROUND

In my opinion, so far, public campaigns need people’s attention more but they mainly advertised in the public just like a poster and a paper advert in tube or newspapers. It is not enough way to show the campaign and give some emotion to people.

It could be better to gathering people’s attention by using interaction. So this project will be designed as a public campaign to raise fund for street children by using interaction technology.

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MISSION

Make a public advertising campaign;

To remind the problems of street children so that change people’s mind from indifference.

Encourage people to donate to UNICEF for solving street children’s problem in the world.

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PLAN

Step 1.  

Research

Research about street children and public campaigns and interaction design examples.

Study and experiment interaction technologies what I need to create by.

Step 2.

Idea and Strategy

Find ideas of public campaign in variety ways.

Decide media and how to show the campaign.

Step 3.

Critical Thinking

Analyse critically and carefully about ideas.

Step 4.

Design

Make a great public advertising campaign.