Post on 02-Aug-2015
Adobe Youth VoicesABC Advertising
Campaign
Presentation by Nassima Chakroune, Tasharna Brown-Taylor, and Shaquilla Alexander
THE TASK
• Develop a video advert, A4 poster and newsletter that promotes Adobe Youth Voices, a program which encourages underprivileged teens to express themselves and their opinions through media
• Understand the habits and interests of its target audience (teenagers aged 13 – 18) in order to aim the campaign directly towards them
CHOOSING THE CONCEPT
OUR TARGET AUDIENCE• We wanted to know more about our target
audience, so we:- Created a questionnaire
– RESULTS: showed us that lack of self-confidence (63.2%) and issues with self-identity (63.2%) are two of the most common problems our target audience is facing
– RESULTS: the best place to show our advert is on social media websites and on TV
– RESULTS: most likely to see our poster if we place them on websites, on buses and trains, in schools and in magazines
We chose self-identity issues, for it was a common response amongst males and females
OUR IDEASWE HAD FOUR (4) IDEAS BEFORE SETTLING ON OUR
ACTUAL IDEA:
• 1st idea: The minute-long video would be a collage of images of young people + voice-over explaining the issues they are facing - Problem(s): too long, not exciting enough to keep the attention of our target audience
• 2nd idea: motion picture of images of a few young people- Problem(s): too long, lack of visual impact
• 3rd idea: four young people holding up signs describing their issues + voice-over- Problem(s): too long, lack of visual impact,
• 4th idea: three young people are talking about their problems and encouraging others to use their voice by joining the program- Problem(s): too long, lack of visual impact
OUR CONCEPT• 30-second advert that is eye catching
- teens being ‘’silenced’’, not allowed to have a voice, but Adobe Youth Voices is giving it back to them
• Exploring issues with self-identity (to reach the largest % of teens)
• Play with the theme of teens not having a voice- Tagline: You have a voice, so use it!
• Includes Adobe Youth Voices original slogan, ‘’Create with Purpose’’
• Using their original colours and background (black, white, grey and red)
THE FINAL PRODUCT
THE POSTER- Briefly explaining Adobe Youth Voices
- Has links to their social media pages
- Shown on websites, in trains/buses, in school (college/high school)
THE NEWSLETTER
- More detailed explanation of Adobe Youth Voices
- Sent by email (pdf)
THE VIDEO ADVERT
- 30-seconds long
- Theme: Teen whose voice has been “silenced”, Adobe Youth Voices gave her back her voice
- You have a voice, so use it!
- Shown on TV (BBC 3, E4,..) and Youtube