- Kategorier:
- 2012
- Reklamskolor
- WaterAid
- Medieinstitutet
- Kampanjens namn
- 50 spänn är ingenting
- Kategori
- Reklamskolor
- Företag
- WaterAid
- Företag(inhouse)/byrå/
reklamskola - Medieinstitutet
- Projektledare
- Mats Berggren
- Copywriter
- Klara Olsson, Charlotte Beijer, Beoar Hassan
- Original/formgivare
- Johanna Björklund
- Art Director
- -
- Produktionsledare
- -
- Övriga
- -
The main idea is that by means of contrasts generate interest. By visually comparing different conditions of life the target audience will get emotionally involved.
Furthermore, we display a number of different objects that cost 50 SEK with purpose to make the target audience realize that it is not difficult to refrain from these things once a month. Examples of such things could be, a glass of wine, a pint of beer, a packet of ice cream and so on.
Our copywriting includes questions which in a natural way engages the reader to ponder and hopefully read on.
Water is an absolute necessity to survive. Clean and fresh water. Without it, many fundamental functions in society won’t work. With clean and fresh water it is also easier to keep good hygiene. With good hygiene people will stand a better chance against deseaces such as diarrhea.
Water Aid provides technical sollutions for producing clean and fresh water. This makes it possible for people to gain access to clean and fresh water to by own means.
The geographic remoteness is a problem. It is easier to relate to something in one's vicinity. Sympathy for the fellow man increases if the nature of the problem is within reach of the target audience.
Water Aid will be more noticed by the public.
With this project, more people will donate money to Water Aid
The brand is strengthened to the extent that Water Aid is an obvious choice for people who want to donate money to charity.
The campaign will increase the understanding of how important it is to have access to clean water and sanitation in order for mankind to survive.
The main message of the campaign is to highlight the problems that arise in that the people have no access to sanitation and clean water.
We will have a main target audience of women aged 25-55 years.
The reasons are:
• Statistically, women are more likely to donate money to charity than men
• Students och young adults normally don’t have the steady income that is necessary to be able to donate money on a monthly basis
• Women are more likely to relate to women, which is a big in Water Aid’s work
1 april 2012
We chose to use a structure in which the DM structure and pattern among texts and images highlight the message. One argument that will convince the recipient. The message relates the AIDA theory, Attention, Interest, Desire and Action.
A I, The attention of the image and title provides information that arouses emotions which leads to a genuine interest.
D, wish to act, to do something, not to just sit and let it happen.
A, the recipients attitudes changes. The recipients finally take Water Aid's advice to donate money in order to relieve the disaster.
KTH model
Sensation – Encourages opinion. Arouses your recipient to engage through emotions. Should speak directly to the recipient right brain = visual elements, shapes, colors, depth, contrast and meaning.
Thought - A thought occurs in the receiver, and a type of assessment of the message is done. Does this have anything to do with me? Is it credible? What’s in it for me?
Action - Action is the goal. Attention, relevance, emotion and thinking has affected the receiver to a change from passive to active action.
What distinguishes a good idea
• It creates immediate attention
• It provides an eye-opener
• It generates feelings like joy, desire and sympathy
• It looks simple and clean
• It can be developed and used over and over again
Water Aid will be more noticed by the public.
With this project, more people will donate money to Water Aid
The brand is strengthened to the extent that Water Aid is an obvious choice for people who want to donate money to charity.
The campaign will increase the understanding of how important it is to have access to clean water and sanitation in order for mankind to survive.
The main message of the campaign is to highlight the problems that arise in that the people have no access to sanitation and clean water.
Activities to be implemented
We will concentrate the DM to the three largest cities in Sweden, Stockholm, Göteborg and Malmö. The reason why we chose these cities is that the people who live there come from all around the country and our message has a greater chance to impact. These cities also has a well developed public transportation system that many people use. In addition to the DM we intend to use traditional advertising such as posters in public transportation and outdoor advertising.
