peace one day
DESCRIPTION
peace one day projectTRANSCRIPT
What is Guerilla Adver0sing?
Guerilla Adver0sing is a way of conven0onal marke0ng, relying only on 0me, energy and imagina0on. It aims to use originality through the brainstorming of ideas to be able to develop and create a low-‐cost campaign that affects the
general public in an unexpected and commonly interac0ve way. The objec0ve of guerilla marke0ng is to create a concept that is both unique and engaging that would generate constant publicity and eventually turn viral in order to
reach a much wider variety of people around the world.
What is Peace One Day?
Peace One Day is a day of wide scale community ac0on held annually on 21st September. Founded by Jeremy Gilley in 1999, this non-‐profit organiza0on aims to form a day of global unity, bringing together those from around the
world to cooperate and benefit from global ceasefire and non-‐violence. The Global Truce campaign was adopted aQer a result of 70% reduc0on in violence in Afghanistan and from then on, has developed on this to be able to
organize the largest gathering of individuals suppor0ng the idea of peace for one day alone. Again resul0ng in a huge reduc0on of violence because of this. It is encouraged each
year for more and more people to get involved, work together, share their own ideas, and become inspired by
each others efforts to maintain peace. The annual unity has a series of sponsors that have helped in being able to build up a profile and raise further awareness in prepara0on for
the 21st September each year.
Examples of Guerilla Marke0ng
This example is another one that immediately grabs your aWen0on and brings up a serious concern about today’s youth. Graffi0 being a wide spread problem with teenagers and oQen unrecognised and ignored, this way of marke0ng is about showing not just the youth but everyone the consequences of commiZng offences like this. The text has been kept small so that you are focused to begin with on the actual image. Being on the back of a seat this way is saying that anyone, from whatever background no maWer who they are, would s0ll be affected in the same way if commiZng this crime.
These four examples of guerrilla marke0ng/ adver0sing I have chosen are all very similar in the sense they raise and promote serious issues. This first one brings up the concern that young children are almost like fragile objects and with only slight force can be easily broken. ‘You can lose more than your pa0ence’ is the cap0on and with the clever photo manipula0on on parts of the child, it brings your aWen0on to how simply a child can be torn apart, be with trust or abuse. Also forcing people to decide whether they are trea0ng their children right and if not the affect it is having on their well-‐being. Although a very serious example, it broadcasts an important message that is hard to ignore.
This example is very effec0ve as it fully involves the general public and is more recognised on a wider scale. In a way it appears fairly light hearted but is s0ll trying to get across an important message, especially as so many people have dogs and will most likely come faced with this at some point. Obviously the only cri0cism is that due to it being on such a wide scale, you can only fully understand it looking from an aerial view like in the image. However, from what seems like a shopping centre, this is an appropriate place to broadcast an issue like this as it can easily be recognised by almost everyone. The cap0on has been kept small and off centre for the viewer to be able to form an opinion and decide on what the purpose of the advert is.
This third example, quite easy to work out, is trying to raise awareness of the affect smoking can cause. Using a bin which people are commonly going to come across on a daily basis and most likely go to, to deposit their cigareWes, its purpose is to look as if you’re physically blinding the eye. Although it may be ignored by a lot of people it s0ll raises the issue of how smoking is bad for you in a simple and non-‐horrific way and once again fully involves the general public as a whole.
This last example is about emphasising the fact of people parking where they ideally are not supposed to. By crea0ng this idea of guerrilla marke0ng, you are given the opportunity to park in random spaces that would not normally be allowed, to get across to the viewer the importance of parking in designated spaces. Although this design may only be fully taken into considera0on by those of an older audience, it’s s0ll an example that brings aWen0on and focuses on an aspect of society that is commonly a problem with those who chose to ignore it.
Further Examples:
Our Project: We are consuming the rights of peace; with our use of interroga<ves and declara<ves we are transferring peace throughout the globe. People in today’s society transcribe fear and heartache through violence, and our idea is to promote this using an origami dove which is a symbol throughout the world that represents peace. With the use of origami it shows that even the less GDP per capita capitals are able to promote it themselves.
S<ckers are our one of many ideas and have proved to be the most popular and easiest to carry out. As well as this we aim to create a video that will help promote peace one day by informing others of ways to get involved. Both of these will be viewable on the website we are aiming to create to adver<se this project individually as a group. With thorough planning and development we have been able to come up with a final idea that appears very structured and is able to adver<se the purpose of peace one day appropriately. We believe that our design can generate publicity from all audiences, backgrounds and reach those in all areas of the world so as many people as possible can be involved in peace one day and make a difference. The next few slides show examples of all the planning that took place in order to develop the overall design and come up with a final idea:
We came up with a number of different designs that could be used for our s<ckers and planned to produce around three of these to add
some variety. The aim of this was to place them publicly where they would be no<ced by a majority, handed out, and also sent out to
those for free who submit through the website. While crea<ng these designs, we tried to incorporate all of the ideas that would represent
peace into them, which we could then use to help create a poster and anything else that would add to the overall promo<on.
S<ckers:
Once developed onto the computer, these are our three final s0cker designs that we aim to send off to others around the world via the website. As explained previously, we came up with three equally as informa0ve ideas that would help promote peace one day and hopefully become a huge success within the purpose of the project. Our idea involves people geZng the s0ckers from our website to be able to spread the word about peace one day and placing them around where they are likely to be no0ced by others. This will then hopefully encourage others to take part in the campaign, and raise further awareness by adver0sing on social networking sites such as Facebook and TwiWer to help it go viral.
It was agreed that we would use a dove as our representa<on of peace and begun to develop these ideas on paper first before finalizing them on the computer. This would then be the base of our original idea that involved having an origami dove that when opened out, is a poster promo<ng peace one day. These were some of the many thoughts we came up with to show the design of the dove before it is opened up, and to gain that liOle bit more interest.
Each member of the group needed to come up with and present a number of ideas that could be used or integrated with what we had already thought up. These are just further examples of what we thought could be used as symbols of peace.
It was decided we would design a leaflet that would also promote peace one day and the idea of this would be that when the origami dove is unfolded you would find the leaflet. As above, a well thought up plan had been made, and structured so that the main purpose of peace one day was fully explained as well as ideas for others to be able to get involved.
We decided that for our project we would design a website that would help promote peace one day and above is an example of what we would aim for it to look like. As you can see, we have adver<sed how
you can get hold of the promo<onal s<ckers and poster to help spread the word of peace one day, and as well as this have provided a short video to show how you can get involved at the end of this presenta<on.
Here are examples of how we intend to promote peace one day. To the leR, we decided to incorporate our s<cker idea with that of a placemat to hold drinks and below you can see adver<sement through puSng up posters around for the general public to see. As well as this we have made sure our s<ckers, posters, and leaflet have all stuck to the same colour scheme to avoid confusion.
This is our final leaflet design that will originate from the origami dove being opened up. Similarly as to how it was planned it adver<ses peace one day, explains what it’s about and its full purpose, and tells you about how you can get involved. We have stuck to the same colour scheme in crea<ng this so that all of our ways of promo<on are easily recognisable
and link together. We believe that our idea can be both successful in reaching those around the world but also play a huge part in raising awareness of peace one day with our
individual developed thoughts and ideas. Thank you for watching!