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TEACHER NOTES: DESIGN AN AD COMPETITION

Term 1-2, 2018

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CONTENTS CONTENTS ........................................................................................................................................................................................... 4 INTRODUCTION ................................................................................................................................................................................... 5 COMPETITION INFORMATION ............................................................................................................................................................ 6

Prizes .............................................................................................................................................................................................. 6 How to enter .................................................................................................................................................................................. 6 Competition rules ........................................................................................................................................................................... 6

CLASSROOM RESOURCES .................................................................................................................................................................... 7 Advertising – the art of persuasion ................................................................................................................................................ 7

ORDER THE WEST FOR YOUR CLASS ................................................................................................................................................... 8 WA CURRICULUM LINKS ..................................................................................................................................................................... 9

English (v8.1) .................................................................................................................................................................................. 9 The Arts: Media Arts ....................................................................................................................................................................... 9 Humanities and Social Science (HASS)............................................................................................................................................ 9

WESTERN AUSTRALIAN CERTIFICATE OF EDUCATION (WACE) LINKS ................................................................................................. 9 BACKGROUND NOTES FOR TEACHERS .............................................................................................................................................. 10

Five ingredients of a display advert .............................................................................................................................................. 10 Visual drawcards........................................................................................................................................................................... 10 Illustrations ................................................................................................................................................................................... 10 Branding ....................................................................................................................................................................................... 10 Call to action ................................................................................................................................................................................. 10 What shapes an ad? ..................................................................................................................................................................... 10 Ad layout ...................................................................................................................................................................................... 11 Advertising strategies ................................................................................................................................................................... 11 Advertising language techniques.................................................................................................................................................. 12 Analysing adverts.......................................................................................................................................................................... 13

APPENDIX 1: ADVERTISING BRIEFS ................................................................................................................................................... 14 APPENDIX 2: ADDITIONAL RESOURCES FOR TEACHERS .................................................................................................................... 23

School Drug Education and Road Aware (SDERA) ........................................................................................................................ 23 © Media Education / The West Australian 2018

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INTRODUCTION Students are invited to ‘Design an Ad’ for a real company for their chance to win great prizes and have their work published in The West Australian’s ED! Magazine. These teacher notes focus primarily on print advertising to prepare students with the skills to enter this year’s Design an Ad competition.

Real purpose and audience We have partnered with eight reputable companies, so students can design their ads with a real purpose and audience in mind, based on each company's respective advertising briefs.

Furthermore, winning students have the opportunity to have their entries published in The West Australian’s ED! Magazine.

WA Curriculum-linked The competition is open to primary and secondary students in WA schools. With links to the WA Curriculum: English and Media Arts, this competition is a great way to explore persuasive texts and the language of advertising with your students.

Support materials Please read these teacher notes carefully, or visit www.education.thewest.com.au/competitions for further information.

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COMPETITION INFORMATION Prizes Each participating company will select two primary and two secondary winners, who will each receive a $100 cash prize. Winners will be chosen on creativity and originality. Winning students might also have their advertisement published in a special edition of The West Australian’s ED! Magazine in August.

How to enter Students must read the advertising brief for their chosen company, and follow their guidelines (see Appendix 1). Student entries:

• the student’s own original work. • designed as two dimensional print ads (eg hand-drawn, painted, computer generated). • A5 in size (148mm X 210mm). This is half of an A4 sheet of paper. • scanned at minimum of 300 dpi • portrait OR landscape in orientation.

Please note that entries must be submitted online, via the competition website. Entries close Friday June 29.

Competition rules • To enter the Design an Ad competition, entrants must upload their artwork at

www.education.thewest.com.au/competitions within the promotional period. Entries must be scanned and uploaded via this website. No alternative methods of entry will be accepted.

• Entrants must include details such as to reasonably identify themselves (including name, school, email address, phone number) so that they may be contacted if they are chosen as a winner.

• To be valid, entries must be: • Image file names must be in the following format:

o SCHOOL NAME-YEAR LEVEL-STUDENT NAME-UNIQUE NUMBER o eg BunburyPS-Yr5-RobertSmith-1.jpg

• Multiple unique entries from individual students will be accepted. • No joint entries will be accepted.

Please refer to the full Terms and Conditions on the competition website for further information.

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CLASSROOM RESOURCES

Advertising – the art of persuasion These resources are ideal for those teachers wanting to explore the topic of advertising in more depth. Help your students to recognise and decode ads and tactics, and develop their critical and media literacy skills. Teachers can also order these resources, which include student workbooks and delivery of The West Australian for two weeks. The packs are designed for Years 3-4 and 5-6, although they could be adapted for other year levels. With integrated links to HASS, English and Media Arts, these resources are a springboard for meaningful exploration of:

English – Examining and interpreting texts in context, including opinion and fact, and informative and persuasive texts.

Media Arts – Critical analysis of the codes and conventions of media such as using images and text to convey a message, decoding and creating media forms.

HASS – Economic concepts such as needs and wants, goods and services, factors that influence purchasing. The daily activities are linked directly to the content in the newspaper. Using real advertisements and providing opportunities for critical analysis, this pack will enrich student understanding through an integrated curriculum approach. • Examine current advertisements and promotional campaigns with daily copies of The West Australian for two weeks. • Investigate and analyse various forms of advertising. • Examine persuasive language, purpose, audience and layout in the context of advertising across a variety of media

forms, including print, broadcast and digital. • Explore the tricks behind selling products and messages, enabling students to become more discerning and critical

consumers. • Enable students to use their skills to create ads for real companies by entering Media Education’s Design an Ad

competition.

For further information and to see sample pages, visit our website.

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ORDER THE WEST FOR YOUR CLASS Your students’ understanding of print advertising – and your classroom program – will be enhanced by allowing students to use the newspaper to access, cut, collect, sort, compare, interpret and analyse the advertisements contained within. Newspapers are also a great way to enable you and your class to follow current events, and to support teaching and learning related to the WA Curriculum: Media Arts. The Media Education team has a range of extremely affordable offers for schools, enabling you to receive copies of The West Australian for your class. You can place an order to receive a class set* delivered to your school at these low flat-rates!

Please contact Media Education by email at education@thewest.com.au or telephone 9482 3717 for further information. *Conditions apply. A class set is up to 35 copies (minimum quantities apply). Newspapers must be delivered to schools within The West Australian’s delivery network. Mon-Fri editions only. Offer only valid during school terms.

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WA CURRICULUM LINKS

English (v8.1) Strand Sub-strand

Language Language variation and change

Language for interaction

Text structure and organisation

Expressing and developing ideas

Literature Responding to literature

Literacy Texts in context

Interpreting, analysing and evaluating

Creating texts

The Arts: Media Arts Years K - 6 Years 7 - 10

Making Ideas: Exploring ideas and improvising ways to represent ideas

Media languages

Skills: Developing skills and processes

Representation

Production: Sharing the arts through performance, presentation or display for an audience

Production

Skills and processes

Responding Responding to and interpreting the arts

Analysing and reflecting on intentions

Audience

Humanities and Social Science (HASS) Year 5

Economics and Business Wants, resources and choices

WESTERN AUSTRALIAN CERTIFICATE OF EDUCATION (WACE) LINKS The Design an Ad competition can also support a number of WACE courses for Years 11 and 12. These include:

English

Media Production and Analysis

Visual Arts

Applied Information Technology

Design

Business Management and Enterprise

Creative industries (VET)

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BACKGROUND NOTES FOR TEACHERS

Five ingredients of a display advert Visual drawcards Something to draw the consumer in. This may be the use of colour, images or text.

Illustrations The aim is to make the product look attractive, or in some cases such as health ads, unattractive! Show the:

Product.

Product in use.

Benefits of owning the product.

Copy The text on the ad, includes headlines, slogan, body copy etc.

Uses words to persuade or influence people to take some action.

It is the selling point of the ad. It tells about the product and uses persuasive language.

There are several types of headlines, including: o Benefit: this makes a direct promise of something to the reader. o Provocative: Aims to arouse curiosity. o News or information: these usually announce some news or promise about a product. o Command: tells you something. o Question headline: asks the person to think. o Humorous: grabs attention by appealing to people’s sense of humour.

Guidelines for copywriting: o Use short sentences with a clear message. o Use short, familiar words that are easy to understand. o Say only what you have to say. o Keep in the present tense. o Avoid lots of commas and full stops. o Use 'you' to keep the language personal. o Make it exciting and interesting.

Branding The use of logos and corporate colours so that the advertiser is instantly recognisable, even if you don’t take in the details of the ad itself.

Call to action The aim is to get the audience to buy, subscribe or get involved. Include store locations, website or telephone.

What shapes an ad? When viewing ads, encourage students to look at the different elements of an ad:

target audience

layout

an attention grabber

purpose

visual features

language use eg persuasive, emotive.

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Ad layout A good layout attracts readers. Effective ads:

Keep the layout simple.

Don’t overcrowd the ad.

Remember both words and pictures must help each other to tell the same message.

Use images to attract attention.

Advertising strategies Advertisers have many methods to try and get consumers to buy their products. Lots of times, what they are selling is a lifestyle, or an image, rather than the product. Here are some tricks of the trade. Ideal kids (or families) - always seem perfect. The kids are really hip looking, with the hottest fashions, haircuts and toys. Ideal families are all attractive and pleasant looking - and everyone seems to get along! Ideal kids and families represent the types of people that kids watching the ad would like themselves or their families to be. Family fun - a product is shown as something that brings families together, or helps them have fun together; all it takes is for Mum or Dad to bring home the "right" food, and a ho-hum dinner turns into a family party. Excitement - who could ever have imagined that food could be so much fun? One bite of a snack food and you're surfing in California, or soaring on your skateboard! Star power - your favourite sports star or celebrity is telling you that their product is the best! Kids listen, not realising that the star is being paid to promote the product. Bandwagon - join the crowd! Don't be left out! Everyone is buying the latest snack food: aren't you? Scale - is when advertisers make a product look bigger or smaller than it actually is. Put downs - when you put down your competition's product to make your own product seem better. Facts and figures - when you use facts and statistics to enhance your product's credibility. Repetition - advertisers hope that if you see a product, or hear its name over and over again, you will be more likely to buy it. Sometimes the same commercial will be repeated over and over again.

Heart strings - ads that draw you into a story and make you feel good, like the McDonalds commercial where the dad and his son are shovelling their driveway and the son treats his poor old dad to lunch at McDonalds when they are done. Sounds good - music and other sound effects add to the excitement of commercials, especially commercials aimed at kids. Those little jingles that you just can't get out of your head are another type of music used to make you think of a product. Have you ever noticed that the volume of commercials is higher than the sound for the program that follows? Cartoon characters - Tony the Tiger sells cereal and the Nestlés Quick Bunny sells chocolate milk. Cartoons like these make kids identify with products. Weasel words - by law, advertisers have to tell the truth, but sometimes, they use words that can mislead viewers. Look for words in commercials like: "Part of..." "The taste of real....." "Natural...." "New, better tasting....." "Because we care..." There are hundreds of these deceptive phrases. How many more can you think of? Omission - where advertisers don't give you the full story about their product. For example, when a Pop Tart claims to be "part" of a healthy breakfast, it doesn't mention that the breakfast might still be healthy whether this product is there or not. Are you cool enough? - this is when advertisers try to convince you that if you don't use their products, you are a nerd. Usually advertisers do this by showing people who look uncool trying a product and then suddenly become hip looking and do cool things.

Source: http://www.media-awareness.ca/eng/med/class/teamed2/adstrat2.htm

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Advertising language techniques Language is the key to success of an advert. Different techniques are used to create an impact on the prospective buyer.

Alliteration Same sounds repeated at the beginning of several words or phrases to make the words easily remembered and emphasised.

Appeal Appeals to desire or need, eg people's desire for wealth and having more than others.

Colloquialisms Colloquial language is language suitable for conversation, is for everyday speech rather than for formal written or spoken language. Retains audience attention by introducing chatty language.

Comparative Implies a product is better than another or is the best without actually naming its competitor

Connotation Words carrying extra meaning in their associations, eg words for "male human being" contain differing emotional content: boy, youth, lad, fellow, chap, adolescent, joker, yobbo.

Emotive Language Language used to excite or arouse feeling.

Endorsement Using someone famous to persuade the customer to buy their product.

Hyperbole A statement that grabs attention by exaggeration for special effect.

Imperatives Makes it seem urgent to buy this product.

Interrogatives Expects a response so attracts attention of audience.

Jargon The specialised language used by a specialised occupation eg airline pilot, lawyer, plumber, business letters.

Metaphor A word picture, you say something is something else or speak as though it is something else.

Neologisms A newly created word, eg prazz, vroom, nuke, nylon, biro.

Onomatopoeia The correspondence of sound with meaning. The sound of the word resembles the meaning of the word, eg his, buzz, rustle, pop.

Oxymoron A figure of speech where two words or phrases of opposite significance are placed consecutively to highlight the contrast - bitter sweet, a sour sweet love.

Parody Makes fun of a serious work by imitating it.

Personification A metaphor or simile in which an inanimate object or an abstract concept is given human qualities, eg The mountains marched to the sea.

Pun Humorous use of word to suggest different meanings, or of words of same sound with different meanings. Generally used to make product memorable.

Repetition The most important words stand out because you see them often.

Rhetorical Questions Gets readers’/viewers’ attention by asking a question where the answer is provided. A question not for information but to produce effect.

Simile A comparison of one thing with another, (a thing is like something else). Is used to create a fresh view of its subject.

Slogan A short, catchy phrase used to associate product with the audience.

Statistics Intended as proof of the product's validity.

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Analysing adverts

Target Audience

Gender

Age

Ethnicity

Class / Status

Economic Group, etc.

The medium is:

Radio

Television

Magazine / newspaper

Pamphlet

Catalogue

Billboard

Internet

The purposes are to:

Entertain

Inform

Persuade

Express feelings

Establish / maintain relationships

Using any combination to:

Gain attention

Arouse interest

Create desire

Move to action

The mode is:

Written

Spoken

Visual

Word choice:

Simple / polysyllabic

Concrete / abstract

Connotative / denotative

Emotive

Adjective / noun

Active / passive verb Imagery:

Symbol

Figurative language

(Simile, metaphor, etc.) Sound devices:

Alliteration

Repetition

Onomatopoeia

Rhyme

Jingle Syntax/grammar Sentence function Form/style

Visual features or techniques E.g. Conventions of print

Colour

Contrast

Line

Logo

Symbol

Graphic

Transition

Shot

Special effects

Montage

Collage

Focus

Framing

Balancing

Harmony

Proportion

Flow

Language level is:

Formal

Informal

Colloquial / slang

Standard

Non-standard

Language use effects Suggest level of language (formality or casual / familiar / personal relationships) Create patterns of sound (memorability) Produce tone / attitude Positive / negative attitude product Promote attention or attitude Creates appeals to needs and desires for, eg

Wealth

Health

Safety

Acceptance by a group

Desire to be better than others

Protection of loved ones

Security

Satisfying relationship

Source: http//english.unitecnology.ac.nz/resources/units/ad…/advertising_shapers.htm

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APPENDIX 1: ADVERTISING BRIEFS

ADVERTISING BRIEFS: DESIGN AN AD COMPETITION

Term 1-2, 2018

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Advertising Brief: AWESOME

OBJECTIVE Design an advertisement encouraging families to attend the AWESOME International Arts Festival for Bright Young Things in the October school holidays.

TARGET AUDIENCE Children 0-12 years old and their families.

BACKGROUND AWESOME aims to engage with young people under 12 through exciting, inspiring, accessible and challenging arts activities and programs. Based in the Perth Cultural Centre, AWESOME presents the annual AWESOME Festival, the Creative Challenge and other special projects. The AWESOME International Arts Festival for Bright Young Things is a showcase of the best and latest contemporary arts from around the world. Presented every October in the Perth Cultural Centre, the AWESOME Festival presents amazing, high quality arts activities and events for young people. The program includes new media, film, animation, contemporary dance, sculpture, installation and theatre.

ESSENTIAL ELEMENTS Your advertisement should be bright and eye-catching. You must include:

The AWESOME logo

The Festival dates – 29 September to 8 October 2018

Location: Perth Cultural Centre

Website: www.awesomearts.com

Include the hashtag #2018AWESOMEFestival

Lots of bright colours! Branding Instructions:

AWESOME must be written in capitals when referring to the company

The event must be referred to by either its full name, ‘The AWESOME International Arts Festival for Bright Young Things’, or its short name, ‘The AWESOME Festival’

FURTHER INFORMATION

You can check out the AWESOME website for further information: www.awesomearts.com

USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. A number of images for you to use in your ad can be found here: www.awesomearts.com/designanad

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Advertising Brief: Brownes Dairy

OBJECTIVE Promote FREE Brownes Dairy School Tours Design an advertisement to encourage teachers of primary school aged children to bring their classes to Brownes Dairy to learn about how we bring dairy products to the WA community.

TARGET AUDIENCE Primary school teachers

BACKGROUND The Brownes brand was established in 1886 on a small dairy farm in Shenton Park (Perth, WA), making it Australia’s oldest dairy. The school tours, which began in the 1960s, have been an institution for generations of local students where children learn how milk makes its way from the South West to their kitchen table. In total, Brownes Dairy estimates well over 300,000 young Western Australians have passed through its doors since the program’s inception, creating an enduring memory for many generations. From Farm to Fridge – The Brownes Dairy Experience Where do milk and yoghurt come from? How does it get into bottles and cartons? How does it end up in my fridge? We answer all these questions and more, making learning fun as we take students on an interactive tour with activities including: • A walk-through tour of the Dairy plant. • Meet Brownes’ Farmer Damien (also an Educator) and milk his beautiful

dairy cow Daisy, learning all about where milk comes from. • Watch a short animated documentary “Journey from Dairy Farm to

Balcatta”. • Visit the Innovation Kitchen and learn all about how yoghurt is made – and

mix your own yummy flavours. • Follow the moo-prints along the Viewing Gallery and see where Brownes

milk, yoghurt and flavoured milks are made. Brownes Dairy invites primary classes on a curriculum-linked tour of the Dairy at Balcatta, Australia’s oldest Dairy. Students from Kindy to Year 6 have an amazing opportunity to learn about; • The “Moo to You” process • Dairy Health Benefits • Science of Dairy • Food Safety • Animal Welfare • Food Miles and see first-hand how a dairy operates and produces award winning products that the people of WA have been enjoying for 130 years. Tours are year-level specific and linked to the Western Australian Curriculum Guidelines. Upon booking, Educators are provided with a comprehensive Resource Package, including excursion information, lesson plans and activity ideas, which can be used as part of their pre-visit and post-excursion learning experience. Free Brownes Dairy School Tours run every Monday & Wednesday – two sessions per day - during the school term.

ESSENTIAL ELEMENTS Brownes Dairy logo

Link to the website www.schooltours.brownesdairy.com.au

The advertisement should address the key factors described below:

Brownes Dairy School Tours are free curriculum-linked tours

Learning how food comes to be in the fridge.

FURTHER INFORMATION To find out more about Brownes Dairy visit www.brownesdairy.com.au Email: school.tours@brownesdairy.com.au for more information

USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. Due to copyright reasons, images from the Brownes Dairy website cannot be used in the competition.

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Advertising Brief: Crunch&Sip®

OBJECTIVE Design an advertisement encouraging children to eat more vegetables and drink water every day as part of the Crunch&Sip® program.

TARGET AUDIENCE School aged children, both primary and secondary

BACKGROUND Crunch&Sip® is a break during class time for students to eat vegetables or fruit and sip on water throughout the day. Only 1 in 6 Western Australian school aged children are eating enough vegetables, compared with 8 out of 9 children eating enough fruit. Responding to these statistics, Crunch&Sip® is focusing on increasing vegetable intake. Students are encouraged to bring vegetables from home to eat during their Crunch&Sip® time. Students can crunch on carrot sticks, celery, capsicum, sugar snap peas, cucumber or a different vegetable of their choice. Eating an extra serve of vegetables and drinking water in the classroom is healthy, tasty, and refuels the body and mind, assisting with concentration and learning.

ESSENTIAL ELEMENTS Promote the benefits (e.g. health, taste) of eating more

vegetables and drinking more water

Link with the Crunch&Sip® program

Crunch&Sip® logo

Crunch&Sip® website www.crunchandsip.com.au

FURTHER INFORMATION

Want to give Crunch&Sip® a try in your school or classroom? Head to the website for more details www.crunchandsip.com.au Crunch&Sip® is supported by Cancer Council WA and Healthway.

USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. Permission is granted for use of images (except photographs of people) or other materials from Crunch&Sip website in the competition. www.crunchandsip.com.au

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Advertising Brief: Foodbank WA OBJECTIVE Choose Superhero Foods Design an advertisement to encourage school aged children to eat a healthy breakfast every day.

TARGET AUDIENCE School aged children, K -12

BACKGROUND Foodbank WA is the leading hunger relief organisation in the State providing hunger relief to over 93,000 Western Australians every month. We understand that fighting hunger involves more than providing a meal in times of need, so provide a wide range of nutrition education programs to help teach disadvantaged groups the importance of healthy eating and cooking. Foodbank WA’s School Breakfast Program provides a nutritious breakfast to over 18,000 students every week to help keep hunger at bay in the classroom. Beyond the nutritional benefits, breakfast provides mental energy for better learning and focus and physical energy for activity and growing bodies. Foodbank WA’s Superhero Foods characters help children of all ages learn about making healthy food choices in a fun and exciting way. They also give them the skills to prepare healthy meals and snacks. One of the Superhero Foods key messages is “eat a healthy breakfast every day”. The quirky Superhero Food characters and messages are all linked to the Australian Guide to Healthy Eating and represent foods from all five food groups. List of key messages:

Eat a healthy breakfast everyday

Eating breakfast gives your brain fuel to learn

Launch your day with a healthy breakfast

ESSENTIAL ELEMENTS Promote the benefits of eating a healthy breakfast and focus on one

key message from the list above

All foods and drinks portrayed in the advertisement must be from the Australian Guide to Healthy Eating www.eatforhealth.gov.au

Must contain one or more Superhero Foods characters which can be sourced from www.superherofoodshq.org.au

Superhero Foods HQ website www.superherofoodshq.org.au

Foodbank WA logo

FURTHER INFORMATION To find out more about Superhero Foods, visit: www.superherofoodshq.org.au To find out more about Foodbank WA, visit: www.foodbankwa.org.au Email Jenny.tartaglia@foodbankwa.org.au for more information.

USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. Permission is granted for image use from Foodbank WA and Superhero Foods HQ websites www.foodbankwa.org.au and www.superherofoodshq.org.au with the exception of images of people. High resolution images of Superhero Food Characters are available to download from the Superhero Foods HQ website for use in this competition. http://www.superherofoodshq.org.au/

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Advertising Brief: RAC – primary schools

OBJECTIVE Staying safe around the roads Design an advertisement that shows an example of how to stay safe around the roads.

TARGET AUDIENCE Primary school aged road users

BACKGROUND The RAC believes that Western Australians have the right to safe, accessible and sustainable mobility. Part of a safe road system is ensuring that everyone does their part to reduce injuries on and near our roads.

ESSENTIAL ELEMENTS 1. RAC Little Legends Club logo 2. RAC Little Legends Club website: rac.com.au/littlelegends 3. The advertisement must address ONE of the road safety

messages below:

Young pedestrians should always walk with an adult and Stop, Look, Listen and Think when crossing a road.

A cyclist must always wear a helmet and follow the road rules.

Being a safe passenger in a car.

FURTHER INFORMATION https://littlelegends.rac.com.au/landing https://rsc.wa.gov.au/Education-Programs/Safety-Topics

USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. Due to copyright reasons, images from the RAC website cannot be used in the competition.

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Advertising Brief: RAC – secondary schools

OBJECTIVE Choosing the right car Design an advertisement that encourages young drivers to consider vehicle safety, ongoing running costs and impact upon the environment when buying a car.

TARGET AUDIENCE Young people who may be considering buying a car

BACKGROUND The purchase of a car is an important decision. For young drivers the excitement around this purchase may lead them to make a choice based on how the car looks rather than other, more important criteria. The RAC recommends that young drivers aim to purchase a vehicle that has a 5 star ANCAP safety rating, has low running costs and is as environmentally friendly as possible.

ESSENTIAL ELEMENTS

RAC Road Ready Logo

RAC Road Ready website: www.rac.com.au/rac_roadready

The advertisement should address the key factors described below:

3 key factors to consider when buying a car

Safety: older cars generally have fewer safety features than newer cars. This is particularly dangerous because young drivers are less experienced and therefore more likely to be involved in a vehicle crash.

Environmental impact: older cars generally have less efficient engines, resulting in increased levels of environmental damage compared to newer cars.

Cost of running a car: while older cars generally have a lower purchase price, they can cost more to run in the longer term.

FURTHER INFORMATION

https://rac.com.au/car-motoring/info https://rac.com.au/rac_roadready/drive/steps-7-to-10

USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. Due to copyright reasons, images from the RAC website cannot be used in the competition.

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Advertising Brief: School Drug Education and Road Aware (SDERA) OBJECTIVE Keep young people safe Design an advertisement to help school students identify the risks of drug use and understand how to stay safe.

TARGET AUDIENCE School aged children from Years K-12

BACKGROUND SDERA cares about the health and wellbeing of young people. We are here to help young people make safer choices on the road and in alcohol and other drug related situations. SDERA works with educators and parents to help them build resilience in young people with the aim of keeping them safer. For 20 years SDERA have been supporting schools across WA with free professional development; curriculum-mapped resources; assistance in the development of programs and plans; funding and support toward a whole-school approach; parent education seminars and more. Our services and programs are evidence-based or evidence-informed. Everything we do is supported by best practice research. Schools using our services can be confident in knowing they are using the State Government’s primary strategy for road safety and alcohol and other drug education. Our services are developed in consultation with the Department of Education WA, Catholic Education WA and the Association of Independent Schools of WA.

ESSENTIAL ELEMENTS Key message: Drug use has consequences. Know how to keep

yourself safe.

Drugs to focus on

o Years K-2: include medicines and/or hazardous substances.

o Years 3-6: include alcohol, caffeine and/or tobacco. o Years 7-9: include alcohol and/or cannabis. o Years 10-12: include alcohol, cannabis and/or

methamphetamine.

The SDERA website: SDERA.wa.edu.au

SDERA logo

FURTHER INFORMATION More information about SDERA can be found by visiting SDERA.wa.edu.au.

USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. Permission is granted for image use from SDERA’s www.sdera.wa.edu.au with the exception of images of people.

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Advertising Brief: SunSmart

OBJECTIVE Design an advertisement encouraging Western Australians to join the SunSmart Generation.

TARGET AUDIENCE Western Australian young people and adults

BACKGROUND Cancer Council research shows that Aussies are forgetting to slip on a shirt to protect themselves from the sun and that an alarming number of adults are getting sunburnt on summer weekends. Skin cancer is the most common cancer in Australia, yet most skin cancers can be prevented by the use of good sun protection. To encourage Australians to remember to use the five forms of sun protection, everyone is invited to join the #SunSmartGeneration. Today’s children have grown up with the SunSmart message and are our most SunSmart generation ever. Parents understand the importance of protecting their child’s skin with rashies, hats, sunglasses, shade and sunscreen. However, it’s important that adults protect their own skin too. It’s never too late to prevent further damage and parents play an important role in setting a good example for their kids. The sun produces ultraviolet (UV) radiation that can damage skin cells and lead to skin cancer. Everyone in Australia is at risk of getting skin cancer because we have very high levels of UV radiation. You can’t see or feel UV radiation, and it’s different to heat. It doesn’t need to be hot to be a high UV day. Sun protection is required when the UV is 3 or above. SunSmart encourages Australians to protect themselves in 5 ways from skin cancer:

1. Slip on sun protective clothing 2. Slop on SPF 30 or higher sunscreen 3. Slap on a hat (not a cap) 4. Seek shade 5. Slide on some sunglasses

ESSENTIAL ELEMENTS Design an ad that encourages adults and young people to be good role models and defend themselves against skin cancer when the UV is 3 or above. For example:

Promotion of wearing an appropriate hat (not caps)

Not tanning (e.g. ‘Don’t Cook for Looks’)

Protecting yourself in 5 ways from UV

Joining the #sunsmartgeneration

Encouraging your parents or other adults to be SunSmart

Include the SunSmart logo. Try to aim to promote the positives of using sun protection, rather than negative aspects. For example, make sun protective hats trendy and the clothing stylish.

FURTHER INFORMATION www.cancerwa.asn.au/sunsmart www.myUV.com.au View our latest advertising campaign at www.myuv.com.au/campaign/

USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. Permission is granted for image use from www.myuv.com.au and www.generationsunsmart.com, with the exception of images of people.

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APPENDIX 2: ADDITIONAL RESOURCES FOR TEACHERS

School Drug Education and Road Aware (SDERA)

The following activities from SDERA’s Challenges and Choices K-Y9 resources can be used to assist with their brief for the Design an Ad competition.

Y3 Activity 3 P68 Considering passive smoking Y3 Activity 4 P70 Considering caffeine Y4 Activity 2 P68 Tobacco the facts Y4 Activity 6 P78 Monitoring caffeine intake Y5 Activity 4 P76 Factors that may influence young people to smoke Y5 Activity 7 P84 Reasons people choose to drink or not to drink alcohol Y6 Activity 4 P72 Effects of alcohol on the body Y6 Activity 11 P92 Beating the tobacco and alcohol companies at their own game Y7 Activity 1 P60 Consequences of alcohol use Y7 Activity 4 P79 Assessing cannabis related situations Y8 Activity 3 P85 Identifying harms from alcohol use Y8 Activity 2 P98 Assessing potential consequences from cannabis use Y9-12 Activity 4 P59 Managing potential harms from alcohol use Y9-12 Activity 3 P81 Practising strategies for managing cannabis-related situations Y10-12 School and student fact sheets about drugs including methamphetamine

More information about SDERA can be found by visiting SDERA.wa.edu.au.