Deadlines set and met for each piece of work allowed me to keep on track anc complete all of my work.
Wednesday, 2 December 2009
Calendar
Deadlines set and met for each piece of work allowed me to keep on track anc complete all of my work.
Thursday, 12 November 2009
Wednesday, 11 November 2009
Photography Planning
Before we planned the exact shots that we wanted for our site we had to discuss the sort of feel and atmosphere we wanted them to give off. As our site is mainly aimed at teenagers who are at the age where they could be easily influenced and start taking drugs we wanted them to be quite graphic and give a quick impact so we thought of the different situations and stereotypical circumstances that drugs, smoking and alcohol can get you into. The 3 main images show the situations that each substance can get you into. The images were planned to create a shock tactic that deters the audience's views away from the substance because of the effects they can visually see. It highlights the dangers and after effects, the points that overide how good you may feel at the time.
By keeping all our main images in balck and white it matched our colour theme well and made the images appear more serious, making sure not to glorify the use of the substances.
'Introduction' page photo - this is the page that first loads when you type in the web adress before you click on the 'Think Straight____' title into the website. The image is black and white taken of a brick wall and pavement and road narrowing in the perspective> this is a representation of a pathway. It shows a darkened image as if to say if you take the wrong direction it will have a bad effect on your life as the road vanishes in the distance. This is reference to how the substances can ruin your life, dreams and ambitions.
'Smoking' page photo - this image of a hooded school student smoking on his own behind a brick wall represents that it can make you lonely as you isolate yourself from your friends that may not like the smell etc. But also, the idea that many teenagers' parents dont know that they smoke they have to do it hiding. It addresses the social issues of smoking towards the targeted age group without the health side as that is harder to get your own photgraphy of however we took existing images from the internet for that.
But we did use our own images of cigarettes and edited out the background on PhotoShop.
'Alcohol' page photo - this image shows the dangers alcohol can have on a single person. It often gives people more confident than they should have meaning they walk home on their own etc. This image portrays this well, a boy slumped over on the side of a road on his own. He is resting next to a tree, with a bottle of alcohol and cars passing him in the dark. His positioning in the image represents his vunerabilty after excessive amounts of alcohol and the dangers he can face when he's on his own for excample the simple crossing of the road could be life threatening when alcohol slows down your reactions.
In addition to this on the linked Alcohol pages we edited a picture of a beer bottle and vodka bottle on Photoshop and used them in our work.
'Drugs' photo page - this image represents the state you can get yourself into by taking drugs. The positioning of the body that is leant over to suggest they have passed out with all their suff messed around them. The photo will also be taken in a bathroom, this could show the after-effects of a night out but also represent that when people go to clubs it is known that they could sneak drugs into toilets and take them. This shows that they are ashamed and know what they're doing is wrong, the image portrays the darker side to drugs. I feel it works well because it can show that however much a drug can put you on a high and make you feel on top of the world, it has its negative effects that hit you afterwards bringing reality to you.
Video
Our video will be placed on the one of the smoking pages.
For our images we had used ideas that showed the negative effects that smoking can cause for your body and mind. In our video we wanted to create something that still gave a strong impact but using an alternative route. We decided to find people in our school who were around the age group of our target audience so it is easier for the audience to relate. We will get them to talk naturally infront of the camera about their stories on smoking. We want a few different stories from alternative perspectives; some who have never smoked, some have given up and some have started but wish they didn't. All of these stories will be individual but giving the same imapct to deter the audience from smoking whether its making them quit or just to never start.
By keeping all our main images in balck and white it matched our colour theme well and made the images appear more serious, making sure not to glorify the use of the substances.
'Introduction' page photo - this is the page that first loads when you type in the web adress before you click on the 'Think Straight____' title into the website. The image is black and white taken of a brick wall and pavement and road narrowing in the perspective> this is a representation of a pathway. It shows a darkened image as if to say if you take the wrong direction it will have a bad effect on your life as the road vanishes in the distance. This is reference to how the substances can ruin your life, dreams and ambitions.
'Smoking' page photo - this image of a hooded school student smoking on his own behind a brick wall represents that it can make you lonely as you isolate yourself from your friends that may not like the smell etc. But also, the idea that many teenagers' parents dont know that they smoke they have to do it hiding. It addresses the social issues of smoking towards the targeted age group without the health side as that is harder to get your own photgraphy of however we took existing images from the internet for that.
But we did use our own images of cigarettes and edited out the background on PhotoShop.
'Alcohol' page photo - this image shows the dangers alcohol can have on a single person. It often gives people more confident than they should have meaning they walk home on their own etc. This image portrays this well, a boy slumped over on the side of a road on his own. He is resting next to a tree, with a bottle of alcohol and cars passing him in the dark. His positioning in the image represents his vunerabilty after excessive amounts of alcohol and the dangers he can face when he's on his own for excample the simple crossing of the road could be life threatening when alcohol slows down your reactions.
In addition to this on the linked Alcohol pages we edited a picture of a beer bottle and vodka bottle on Photoshop and used them in our work.
'Drugs' photo page - this image represents the state you can get yourself into by taking drugs. The positioning of the body that is leant over to suggest they have passed out with all their suff messed around them. The photo will also be taken in a bathroom, this could show the after-effects of a night out but also represent that when people go to clubs it is known that they could sneak drugs into toilets and take them. This shows that they are ashamed and know what they're doing is wrong, the image portrays the darker side to drugs. I feel it works well because it can show that however much a drug can put you on a high and make you feel on top of the world, it has its negative effects that hit you afterwards bringing reality to you.
Video
Our video will be placed on the one of the smoking pages.
For our images we had used ideas that showed the negative effects that smoking can cause for your body and mind. In our video we wanted to create something that still gave a strong impact but using an alternative route. We decided to find people in our school who were around the age group of our target audience so it is easier for the audience to relate. We will get them to talk naturally infront of the camera about their stories on smoking. We want a few different stories from alternative perspectives; some who have never smoked, some have given up and some have started but wish they didn't. All of these stories will be individual but giving the same imapct to deter the audience from smoking whether its making them quit or just to never start.
Thursday, 29 October 2009
Target Audience
Demographic Profile
1) Age: 15-25 – end of secondary school, sixth form or starting university
2) Gender: Both
3) Educational Background: Mostly all educated - at secondary school, sixth form or starting university
4) Social Background – all different classes
5) Economic Status – all different status’
I feel our target audience is hard to define through demographics as it does not fit exactly into specific categories except for the age group as this is the age where most people would be faced with the temptations of smoking, drugs and/or alcohol. This is also the time when they are most influenced by their friends and others and have to deal with fighting peer pressure against these aspects. Our Internet Usage Survey helped to realise this too because we asked people from different backgrounds and genders etc all of the same questions.
I also can’t define which category or their parents would come into i.e. A to E because young adults from all different backgrounds can be affected, so the site needs to target them all whether their parents be manual laborers or lawyers.
VALS – Values, Attitudes, Lifestyles
EXPERIENCERS:
Young, impulsive and rebellious - these people act in the moment making them easily susceptible to peer pressure and taking drugs etc to look good with their friends, they want to rebel and stand out.
They like new products and styles but soon tire of them and search for novelty – this could mean they get bored easily so would result to drugs and also once they’ve tried one they are more likely to try more and more dangerous ones
They spend as much as they can afford on clothing, fast food, music and films – they don’t think too carefully about where they spend their money so if it goes on alcohol, smoking and drugs it would not matter.
STRIVERS:
Tend to be unsure of themselves and have a low income. They are striving for approval from others, which they feel they could gain by ownership of possessions, most of which they cannot afford. – these people are most easily influenced by others and have a weakness for peer pressure. They mostly get pressured into drugs for approval but don’t have the money to keep a drug addiction up so would be most likely to end up homeless because of it and ruining their lives. These are the people who need the most serious help from our website.
Young Psychographics
These are all very different but our website is targeted at all of them;
TRENDIES: those who crave the admiration of their peers – give in to peer pressure
EGOISTS : people who seek pleasure – enjoy the feeling of drugs and don’t think about the consequences
REBELS : wish to remake the world in their image – take drugs to stand out and be different by breaking the rules
GROUPIES : just want to be accepted – (opposite to REBELS and similar to TRENDIES) take drugs because their friends are
DROP OUTS : shun commitments of any kind – given up on school etc so find alternative ways to occupy their time and hang around with the wrong crowds
UTOPIANS : want the world to be a better place – people who visit the site to get advice and help out their friends or family who are addicted
1) Age: 15-25 – end of secondary school, sixth form or starting university
2) Gender: Both
3) Educational Background: Mostly all educated - at secondary school, sixth form or starting university
4) Social Background – all different classes
5) Economic Status – all different status’
I feel our target audience is hard to define through demographics as it does not fit exactly into specific categories except for the age group as this is the age where most people would be faced with the temptations of smoking, drugs and/or alcohol. This is also the time when they are most influenced by their friends and others and have to deal with fighting peer pressure against these aspects. Our Internet Usage Survey helped to realise this too because we asked people from different backgrounds and genders etc all of the same questions.
I also can’t define which category or their parents would come into i.e. A to E because young adults from all different backgrounds can be affected, so the site needs to target them all whether their parents be manual laborers or lawyers.
VALS – Values, Attitudes, Lifestyles
EXPERIENCERS:
Young, impulsive and rebellious - these people act in the moment making them easily susceptible to peer pressure and taking drugs etc to look good with their friends, they want to rebel and stand out.
They like new products and styles but soon tire of them and search for novelty – this could mean they get bored easily so would result to drugs and also once they’ve tried one they are more likely to try more and more dangerous ones
They spend as much as they can afford on clothing, fast food, music and films – they don’t think too carefully about where they spend their money so if it goes on alcohol, smoking and drugs it would not matter.
STRIVERS:
Tend to be unsure of themselves and have a low income. They are striving for approval from others, which they feel they could gain by ownership of possessions, most of which they cannot afford. – these people are most easily influenced by others and have a weakness for peer pressure. They mostly get pressured into drugs for approval but don’t have the money to keep a drug addiction up so would be most likely to end up homeless because of it and ruining their lives. These are the people who need the most serious help from our website.
Young Psychographics
These are all very different but our website is targeted at all of them;
TRENDIES: those who crave the admiration of their peers – give in to peer pressure
EGOISTS : people who seek pleasure – enjoy the feeling of drugs and don’t think about the consequences
REBELS : wish to remake the world in their image – take drugs to stand out and be different by breaking the rules
GROUPIES : just want to be accepted – (opposite to REBELS and similar to TRENDIES) take drugs because their friends are
DROP OUTS : shun commitments of any kind – given up on school etc so find alternative ways to occupy their time and hang around with the wrong crowds
UTOPIANS : want the world to be a better place – people who visit the site to get advice and help out their friends or family who are addicted
Distribution - Web Hosting and Domain Name Registration
There are so many things to consider after all of the designing of the campaign website. You have to think carefully about the distribution of your website, how it will reach the audience and therefore be a successful campaign. You need funding for it to go live on the world wide web and find an available web address to use.
Web Hosting
Web hosting is an internet service that allows individuals and organisations to make their own website accessible through the World Wide Web. Web hosts are companies that provide space on a server they own or lease for use by their clients as well as providing connectivity to the internet, typically in a data centre. Web hosts can also provide data center space and connectivity to the Internet for servers they do not own to be located in their data center, called cocolation.
Domain Name Registration
A domain name is an identification label that defines a realm of administrative autonomy, authority, or control in the internet, based on the Domain Name System (DNS). They are effectively names used as simple identification labels to indicate ownership or control of a resource. Individual Internet host computers use domain names as host identifiers, or hostnames. Hostnames are the leaf labels in the domain name system usually without further subordinate domain name space.
An important purpose of domain names is to provide easily recognisable and memorable names to numerically addressed Internet resources. This abstraction allows any resource (e.g., website) to be moved to a different physical location in the address topology of the network, globally or locally in an intranet.
Once the website is going live a search team would need to work on getting it to come up high in the listing when key words are typed into Google and other search engines enabling the site to be popular and highly visited.
Web Hosting
Web hosting is an internet service that allows individuals and organisations to make their own website accessible through the World Wide Web. Web hosts are companies that provide space on a server they own or lease for use by their clients as well as providing connectivity to the internet, typically in a data centre. Web hosts can also provide data center space and connectivity to the Internet for servers they do not own to be located in their data center, called cocolation.
Domain Name Registration
A domain name is an identification label that defines a realm of administrative autonomy, authority, or control in the internet, based on the Domain Name System (DNS). They are effectively names used as simple identification labels to indicate ownership or control of a resource. Individual Internet host computers use domain names as host identifiers, or hostnames. Hostnames are the leaf labels in the domain name system usually without further subordinate domain name space.
An important purpose of domain names is to provide easily recognisable and memorable names to numerically addressed Internet resources. This abstraction allows any resource (e.g., website) to be moved to a different physical location in the address topology of the network, globally or locally in an intranet.
Once the website is going live a search team would need to work on getting it to come up high in the listing when key words are typed into Google and other search engines enabling the site to be popular and highly visited.
Wednesday, 21 October 2009
Institution & Advertising Campaign Research
Through my research I have discovered that most of the ideas and work we see from a company's campaign is not done by the company itself but made by advertising agencys who are paid by the company.
I have looked into the advertising companies who create the designs for other charity campaigns and even got to do a one week work experience placement at TBG London, a Digital Advertising Agency when they were working on ads for GHD, Vodafone, Giggle Bingo and the world famous charity UNICEF. This gave me a deeper insight into how the industry works.
Working of an advertising agency;
1) Sales team - gain the clients
2) Media team - deals with the clients in finding out exactly what their brand is like and what they want from the advertising agency.
3) Then find suitable websites to advertise the campaign on then it is passed on to the Creative team.
4) Creative designer - comes up with the concepts for the adverts which are altered and finally scamped (sketched out) and put together.
5) These will change slightly when shown to the media team and the clients but then finally go into production by the creative team putting them together and making them live.
6) Finally after this, the media team would monitor the progress of how well the advert is working through the amount of clicks or views in comparison to the people signing up or donating.
7) Search team - who work hard on making sure that if you typed in certain key words that this website would come up in the highest searches on Google.
BBH
‘Our job is effectiveness. Our strategy is creativity’
The company was founded by John Bartle, Nigel Bogle & John Hegarty in 1982. Sir John Hegarty and Nigel Bogle still lead it today, together with worldwide CEO Simon Sherwood, still independently owned and managed. They have six offices and their network has shops in London, New York, Sao Paulo, Singapore, Shanghai and Mumbai. Their business is said to be structured around the idea that big ideas are the key to successful communications and have great understanding of how to please their desired audience, engaging consumers.
TBG London
Digital advertising agency
'To become the UK’s leading independent digital advertising agency, offering the best experience for clients who require ‘measurable results’.'
I heard about this company through my brother, as he is a web designer at the agency and I am doing work experience there in the week ahead. The company is six years old started by the Managing Director Simon Mansell and had a turnover of £12.57 million in the last year. In September 2008 they were ranked #11 in ‘NMA’s Top 100 Interactive Agencies (Marketing List)’
Mother Adverising
This company is an advertising agency based in London. They won Best of Show award at the IPA Best of Health Awards 2009 for their anti-drug campaign ‘Pablo’ – for Talk to Frank.
I have looked into the advertising companies who create the designs for other charity campaigns and even got to do a one week work experience placement at TBG London, a Digital Advertising Agency when they were working on ads for GHD, Vodafone, Giggle Bingo and the world famous charity UNICEF. This gave me a deeper insight into how the industry works.
Working of an advertising agency;
1) Sales team - gain the clients
2) Media team - deals with the clients in finding out exactly what their brand is like and what they want from the advertising agency.
3) Then find suitable websites to advertise the campaign on then it is passed on to the Creative team.
4) Creative designer - comes up with the concepts for the adverts which are altered and finally scamped (sketched out) and put together.
5) These will change slightly when shown to the media team and the clients but then finally go into production by the creative team putting them together and making them live.
6) Finally after this, the media team would monitor the progress of how well the advert is working through the amount of clicks or views in comparison to the people signing up or donating.
7) Search team - who work hard on making sure that if you typed in certain key words that this website would come up in the highest searches on Google.
BBH
‘Our job is effectiveness. Our strategy is creativity’
The company was founded by John Bartle, Nigel Bogle & John Hegarty in 1982. Sir John Hegarty and Nigel Bogle still lead it today, together with worldwide CEO Simon Sherwood, still independently owned and managed. They have six offices and their network has shops in London, New York, Sao Paulo, Singapore, Shanghai and Mumbai. Their business is said to be structured around the idea that big ideas are the key to successful communications and have great understanding of how to please their desired audience, engaging consumers.
TBG London
Digital advertising agency
'To become the UK’s leading independent digital advertising agency, offering the best experience for clients who require ‘measurable results’.'
I heard about this company through my brother, as he is a web designer at the agency and I am doing work experience there in the week ahead. The company is six years old started by the Managing Director Simon Mansell and had a turnover of £12.57 million in the last year. In September 2008 they were ranked #11 in ‘NMA’s Top 100 Interactive Agencies (Marketing List)’
Mother Adverising
This company is an advertising agency based in London. They won Best of Show award at the IPA Best of Health Awards 2009 for their anti-drug campaign ‘Pablo’ – for Talk to Frank.
Website Research
From my research into websites, especially focusing on campaign websites I have realised they mostly follow similar conventions of layout and how they work. This will influence how I set up my own website. Some of the conventions include;
Logo – usually top left corner of the website – this is where the eye is drawn to first on the page meaning it is the most memorable thing you will see and makes it stand out so you remember the name. These vary from being just a simple, memorable picture to others being the title of the website in a themed font.
Slogan – not hugely popular but some websites have a catchy slogan next to their logo. This not only helps you remember the name of the website, but also its aim for what it sets out to do.
Navigation Toolbar – normally situated at the top of the page under the logo – this is the easiest place to notice it and makes navigation around the site simple. However a lot of the sites have a contact number, email or texts at the top right above but not in the toolbar, it is then direct and simple to call.
Bottom of page – not extremely noticable however a lot have copyright for the website at the bottom, this looks professional and business like.
Search engine – these are very popular as they create even more specific navigation around the site enabling the audience to search for exactly what it is they’re looking for.
Drop down lists – an easy way to list answers, a simple format.
Images – are all relevant to the sites purpose however there are different angles e.g for drugs you have Talk to Frank which shows the dark side of drugs trying to deter people from taking them because of the consequences or you have other sites which show happy people telling stories for inspiration of how their lives are better without drugs. They both serve the same purpose but use different tactics to work.
Colour schemes – usually about 3 main colours formed from the logo and text but other colours used around site to add interest and emphasis on certain parts.
Language – for the websites similar to what I want mine to be like the language used is short and succinct. Telling the audience the main points they need to know without going into unnecessary detail where they could switch off. The language is persuasive and direct to the audience.
MY SITE LAYOUT
Internet Usage Survey
Analysis of Survey
I got 20 people to fill out my survey aged between 15-25, both boys and girls (our target audience)and from that have come up with my own statistics.
1) Most teenagers use the interent for social aspects - meaning that a email, text or phone number on the site to be able to speak to our team and help them out with giving up drugs, alcohol or smoking would be most beneficial
The next most popular circled answer which teenages use the internet for was research. This means that if they wanted to find out the consequences of what drugs etc. do to your health they would search online and hopefully find out website useful.
2)Only 4/20 said they looked at charity/campaign websites often
3)Only 3/20 regularly give to charity
4)None support campaigns through the interent
Although this seems negative, it means there is more room in the market for a website likt ours. And by being different to anything else it should be more popular.
5) 16/20 said they think there are enough websites that give good information about smoking, drugs and alcohol.
This means that although they don't tend to visit these websites very often from the previous answers, they still know that if they needed to they could find good information by looking to a site like ours.
6)8 - friends
7 - internet
4 - family
1 - helpline
The internet was the second most popular answer when asked where people would seek help/advice from if they had a problem with alcohol/drugs/smoking. Although only one person said they would turn to help from a helpline, because the internet was second and we will have a helpline on our website it will draw more attention to this and make helplines more popular for those who have noone to turn to.
7) 6 mentioned the advert 'know your limits' - referring to wouldyou.direct.gov.uk but didn't actually know the name
8) 5 said the NHS
9) 18 said Talk to Frank
With Talk to Frank clearly showing up as the most well known we later did research into the conventions of it and feel it has inspire our site the most and believe it could truely be as or even more successful if developped into a full campaign.
Subscribe to:
Posts (Atom)