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CAMPAIGN: AN ORGANIZED COURSE OF ACTION TO ACHIEVE A PARTICULAR GOAL.

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ContentsCAMPAIGN 4CHARITY 6WORK 6ARE THEY 8COMPETITION 10THE 12CHARITY 12CONCEPTS 36

UNDERSTANDING OUR

CAMPAIGNOUR BRIEF WAS TO CREATE A CHARITY CAMPAIGN FOR A LOCAL CHARITY. THIS WAS TO PRODUCED THROUGH TWO OR MORE MEDIUMS. WE HAD TO RESEARCH LOCAL CHARITIES AND CONTACT OUR CHOSEN CHARITY WITH INFORMATION ABOUT OUR PROJECT AND OUR SERVICES.

When we were first presented with this campaign, I began to research into charities around Maidstone that I felt had a cause, that I really felt passionately about.

I wanted a charity that I also felt strong enough about the cause that I could understand what sort of information needed to be put into their promotional material, without need for consultation until presenting the initial design.

Originally I was looking at local charities that I didn’t have any contact with, after some research this showed that I was limiting myself as to whether the charity would use the promotional material that I would be designing for them.

This was where I had to make a decision as to whether I would like to see my material being used in a real situation.

My colleague Edward was looking at large national charities such as the breast cancer charities, he suggested that I looked at assisting the charity that my father worked for; Tunbridge Wells Mental Health Resource.

This was a charity based in Tunbridge Wells, providing support and confidential service for people with mental health issues. I had helped design a few flyers for them prior to his project, I had also been commissioned as their official photographer for their fun run even in October 2010.

I came to the decision that providing my services to this charity I would be supporting a worthy cause and I would also have the pleasure of seeing my designs being used as the promotional material for the charity.

I contacted my father and explained about my project and what it entails and his response was extremely positive as I knew that their advertising was extremely old fashioned and not in tune with the current advertising.

Edward was struggling with the concept that his designs may not be used if he decided to support a national charity. I presented him the offer of collaboration with TWMHR, to which he thought about and then later, accepted.

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“WE WOULD BE DELIGHTED TO ACCEPT YOUR ASSISTANCE IN HELPING OUR CHARITY BETTER IT’S ADVERTISING AND PROMOTIONAL MATERIAL”

Chris BeechingCo-Ordinator

PREVIOUS

CHARITYWORK

To set us up for our main project, we were set a mini-campaign to produce a short advert for a charity of our choice.

Ed and myselft had never produced a charity video before, so this was quite new to us. We were shown a few charity videos on YouTube, this gave us a feel for the type of message that we should be putting across. We particually liked the Austrslian Barnardos We Believe in Children advert. Shown here http://youtu.be/FpE_-lvXFrg or scan the barcode at the bottom.

WE LOOKED AT THE BARNARDOS ADVERT IN DETAIL, WORKING OUT WHAT IT WAS ABOUT HIS ADVERT THAT MADE IT SO EFFECTIVE. ALTHOUGH IT WAS A EXTREMELY SIMPLE ADVERT, THE PROFESSIONALISM OF THE WORK WAS INCREDIBLE.

We chose to recreate this advert but for Cancer Research UK, although this is a well known charity we felt that we could still support it’s cause through our photography and editing.

Although we had a limited amount of time to produce this piece, I felt that this was an extremely effective advert. A lot of time and effort was put into choosing the music, in the end we produced two versions. One inlcuding Dreaming Out Loud by Sally J Johnson, and the other featuring Primavera by Ludovico Einaudi. These are viewable on the attached DVD media.

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HOW IT WORKEDCANCER RESEARCH UKFor this campaign we chose to support Cancer Research UK this was made using Premiere Pro and Photoshop. We wanted the advert to be simple, yet effective. The whole advert is based around basic movements on the text, this draws the viewer in to reading the words especially the words that are englarged. We mainly focused on photograpy in this advert as we needed emotional pictures which were then gradually made either larger or smaller in the advert. We also felt that basic crossfades worked well to emphasise the impact of the campaign.

WHO

ARE THEY

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TUNBRIDGE WELLS MENTAL HEALTH RESOURCE LTD (MHR), A REGISTERED CHARITY, BASED IN THE HEART OF TUNBRIDGE WELLS, WAS FOUNDED IN 1993 TO PROVIDE PRACTICAL AND EMOTIONAL SUPPORT IN A SAFE AND CARING ENVIRONMENT, FOR PEOPLE SUFFERING FROM MENTAL ILL HEALTH. FIGURES SHOW THAT IN THE REGION OF 160,000 PEOPLE IN KENT REQUIRE SUPPORT FOR THEIR MENTAL HEALTH ILLNESSES.

Despite living in what is popularly thought to be an affluent area, many of these people find themselves in financial hardship and social isolation as a result of their illness, sometimes losing their job, home and family.MHR seeks to empower people with mental illness, so they are able to re-take control of their lives, increase their self-confidence and feel a full and valued member of society.

Today, MHR is one of the few organisations providing comprehensive services and support delivered through our Centre, Advocacy and Reachout projects in the Weald of Kent area,Advocacy and Reachout projects in the Weald of Kent area, which includes the major towns of Tunbridge Wells, Tonbridge, Sevenoaks and the rural surrounding areas.

Our services are funded through both statutory and fundraised income and are delivered by paid staff with the support of volunteers.

Information provided by TWMHR

TWMHR is a relatively small charity and therfore does not receive the recognition that most national charities get, this can be both a positive and negative aspect.

As they are not a national charity they are able to focus their efforts and provide a much higher quality service, yet have limited budgets as they do not receive a large amount of donations. As mental illnesses are surrounded by a great deal of stigma, TWMHR is constantly fighting against this, and this is one of the reasons why they needed a advertising

campaign with a greater impact.

1 in 4 people in the UK suffer from a mental illness as some point during their life. Mental health is not always as crippling as the majority of people assume it is, mental health can range from basic stress to schizophrenia.

As most people do not know that stress, (which most people suffer from) can turn into a mental illness they categorise people with mental health away from society. This is why TWMHR need’s to greater it’s advertising strategy and provide simple, effective information so that people do know the difference and also will hopefully support their cause.

The World Health Organisation defines mental health as “a state of well-being in which the individual realizes his or her own abilities, can cope with the normal stresses of life, can work productively and fruitfully, and is able to make a contribution to his or her community”.

In the mid-19th century, William Sweetzer was the first to clearly define the term “mental hygiene”, which can be seen as the precursor to contemporary approaches to work on promoting positive mental health. Isaac Ray, one of thirteen founders of the American Psychiatric Association, further defined mental hygiene as an art to preserve the mind against incidents and influences which would inhibit or destroy its energy, quality or development.

Courtesy of Wikipedia ©

WHAT’S THE

COMPETITIONBEFORE WE STARTED ON OUR CAMPAIGN WE NEEDED TO LOOK INTO WHAT TYPE OF ADVETISING OTHER CHARITIES SHOWED, MAINLY THE OTHER NATION MENTAL HEALTH CHARITIES. AS MENTAL HEALTH IS A SERIOUS ISSUE, AN ISSUE THAT IS SUBJECT TO A GREAT DEAL OF STIGMA AS IT IS AN ISSUE THAT TENDS TO BE PUSHED AWAY.

We looked at a variety of charites to give us an idea of how charity advertising stands.

The two main charities that we looked at were Rethink and Mind. These are both national charities in the UK and had a great marketing strategy. Their designs are both clean and simple.

The Mind charity showed the best designs and advertising, they had obviously put a great deal of money and time. They had employed a professional advertising company to create a brand and identity for themselves.

We looked at the current advertising strategy of Tunbridge Wells Mental Heatlh Resource, we felt that it was very traditional and old fashioned. Our initial reaction was that it needed to be much more fresh and clean, they had incorporated very little white space and the fonts and colours were vastly outdated.

The current logo was also very outdated, the people standing round, we felt was more Gothic horror than showing a community spirut, we felt that a logo like that such as Mind would be a lot

more effective as it looks like it was hand drawn which makes it a lot easier for the viewer to symapthise with the charity.

Apart from the name of the charity underneath their logo, their was no connotations explaining who, or what the charity was. This means that their audience would almost immediately be switched off, as it was quite a negative image.

As the government funding for mental health support was changing in the next few years, TWMHR needed a better marketing strategy as they needed to be able to gain outside funding from the general public and other organisations.

A better advertising style would make more outside people feel that they can donate to the charity as a professional exterior is the best way to portray a organisations, as the majority of the general public will only be basing their views on what they have in their hands, whether it be a poster, flyer etc.

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MEETING

THE CHARITYWE WERE ASKED TO PRESENT OUR IDEAS AND CONCEPTS TO THE BOARD OF DIRECTORS AT THE CHARITY. OUR PROJECT HAD ALREADY BEEN GIVEN THE APPROVAL OF THE CHARITY COORDINATOR AND PRIOR TO THIS EVENT WE HAD BEEN ASKED TO CREATE A AWARENESS BOOKLET TO PROMOTE GENERAL INFORMATION AND AWARENESS FOR THE CHARITY.

A meeting date was set for the 2nd February 2011, this gave us time to research ideas and think up some concepts to be used by the charity.

The main points that we wanted to address were;

— A new ‘fresh’ website.— Improved paper based marketing.— Professionally designed awareness booklet.— Greater interaction with Internet and Social Media. — Professional photography for promotional material.— New Logo Design for continuity.— Move away from Publisher based layouts.

We produced a Keynote presentation for viewing by the board, Ed and I presented our ideas in an extremely professional manner, using crip notes and a simple, yet effective

presentation. From the feedback we felt that the board we impressed with our concepts and designs, one of the main points that was raised was to included ethnic diversity into the photography element.

We were also asked how many stake holder presentations we had presented before, to which they were surprised when we explained that we had not produced this type of presentation before.

After we had left the room, the board had a meeting to discuss whether or not they were going to accept out proposals or not, after a couple of hours, the coordinator informed us that they would like to go ahead with all of our proposals. He also remarked that there had been several attempts to re brand the charity before, and none had been successful as the charity was a extremely traditional which was part of the problem that they were facing.

Our presentation was well thought out and rehearsed on several occasions. We wanted to portray the most professional approach to the charity to gain their trust that we did have to commitment behind our concepts to produce a campaign that would be marketed to the public.

Prior to this meeting, we had been taught how to present our ideas in a professional way by a presentation teacher who had been commissioned by the school.

She taught us the fundamentals of public speaking and making sure that our body language was open and non-offensive. We also needed to show we were open for questions and ideas. One of my main hurdles was fear of speaking in front of an audience, although when it came to the presentation, I felt that our presentation was well practiced and that I could speak competantly.

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CREATIVE & MEDIA STUDENTSMAIDSTONE GRAMMAR SCHOOL

Charity Campaign ProjectMental Health Resource - Tunbridge Wells

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WHO WE ARE

• Two young aspiring design artists

• Currently studying Creative & Media Advanced Diploma

• Can provide brand identity

• Knowledge in social media

• Clear idea of design conception

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WHAT OUR PROJECT ENTAILS

•We are tasked with creating a charity campaign for a local charitable organisation

• To help increase awareness, support and recognition for our chosen organisation

• To create a brand identity for the charity

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WHAT CAN WE OFFER YOU

• A brand identity - logo and slogan

•Marketing through graphics and web design

• Advertising and informative short films

• Podcasts for the website

• Social media integration

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LOGO

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WEBSITE

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2009 UK ADVERTISING EXPENDITURE

Press29.6%

Cinema1.1%

Radio2.8%

Outdoor & Transport5.4%

Direct Mail10.7%

Internet24.2%

Television26.2% • Clear trend towards tv advertising

and press advertising

• Internet is the third largest expenditure

• As television advertising is extremely expensive £6,667 for a 30 second advert.

• This shows internet advertising is more feasible option

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AWARENESS BOOKLET

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ContactDetails

Please include a map for the Centre and all our contact details as shown on the

website.

Working in partnership with

Kent County Council,Tunbridge Wells Borough Council, NHS West Kent,

Citizens Advice Bureau, Voluntary Action Within Kent, Sevenoaks Mind, Trinity Arts, Rethink

(Sevenoaks) Town & Country, Friends Meeting House

Suitable picture here please

Tunbridge Wells Mental Health Resource Charity

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QUOTES FOR PRINT

• Bison Print Maidstone

•One off - Fully mocked copy £30 (25% discount on usual prices)

• 100 booklets £215 silk + stitched

• £2.15 per booklet

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LETTERHEADS

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SOCIAL MEDIA INTEGRATION

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SO, WHAT NEXT?

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• Re-designing printed media to fit website design and retain continuity

• Create designs that can be edited by Diane Bradley without our intervention

• Create a video raising awareness of how mental health issues should not be ignored

• Create a podcast interview with Chief Executive for website

• Create case studies on service users with pictures for website

• Fine tune designs and appropriate images on website

OUR IDEAS

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PREVIOUS WORK

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FIN

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PRODUCTR

CONCEPTSPRODUCT

CONCEPTS

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