Reneegibbs Poster Draft for Donald
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Transcript of Reneegibbs Poster Draft for Donald
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'Askable'Encourageparentstobe'askable'
toreduceteenagerisktaking
Centralproposition
Anadvertisingcampaigntargetedatparentsofadolescencetoencouragebecomingan'askable'parent.Researchshowsthatateenagerofan'askable'parentisconsiderablylesslikelytoengageinadolescent-
risktaking,communicatingthisthroughdesignwillhelptokeepouryoungpeoplesafer,healthierand
happier.
Abstract
[providecontext]
Today'sgenerationofyoungadolescenceareinawhirlwindworldofinformation.Kidswanttolearnhow
todrive,andtheparentsdoeverythingtheycantoteachthemhowtodrivesafely.Howmanyparents
takethesameroadwhenitcomesto,sex?AccordingtoDrRuththoseparentsarefewandfarbetween.
Insteadouryoutharelearningaboutsexfromthetelevision,music,magazinesandtheirpeers.Andit'snotjustsex.Itcomesundertheterm"agecompression"wherechildrenaregettingolderyounger,withallthe
'nittygritty'thatcomeswithit.Theneedforsupportingouryouthisgreaterthanever.
[presentconcept]
Thiscampaignwillpromotepositivecommunicationbetweenparentandtheiradolescentchildrenon
sexuality,relationshipsandotheragecompressionissues.Theaimisthataparentwillbecomeareliable
sourceofhelponnot-so-comfortable-issuestoguideadolescence.Researchprovesthatkidswhohave
'askable'parentsarefarlesslikelytoengageinteenagerisktaking.Recentlytheneedandtheorybehind
thisproposalwasrepeatedbyTheEducationReviewOfficewhomadearecommendationtotheMinistries
ofEducationandHealthtohelpparentswitheducatingtheirkidsonsexualissues.
[advertisingspecifics]
Client:MinistriesofEducationandHealthNewZealand
T.A.
-Lowsocioeconomicareasorschoolswithlowdecileratings.
-Parentswhoseadolescencearehomealoneforperiodsoftime(i.e.whileparentswork)
-Parentsofchildren11-14yearoldsthathavedifficultyordon'ttalkaboutagecompression
issues.
[outlineprocess]
IbeganmydesignresponsebyreadingNewZealandreportsonyouth,sexandcommunicationsinNew
Zealand(includingbutnotlimitedto:MinistryofHealthreports,theNewZealandMedicalJournaland
FamiliesCommissionreports.).Ithenstudiedandvisitedlocalfacilitiesthatdealtdirectlywithyouthhealth
(VibeandFamilyPlanning)aswellseeingwhatwasavailableatpubliclibrariesandonline.NZTA's'Don't
bailoutjustyet'campaignwasmybouncingblock,withcommontiestothisproject.IamattendingNigel
Lattastalk(tonight)ongirlboys,thiswillbegoodasNZparentsseemtoloveLatta(insertherewhateverit
isthathopefullyenlightensmefurthertonight:).
[rationale]
WhatmyresearchshowsisthattocommunicateeffectivelytoNZparentsthedesignsmustoutlineissues
ofsafety,healthandcommunicationbutsimultaneouslyhaveahumoroustone.Mostinternationalaward
winningadvertisingcampaignsinthisareapullontheemotiveheartstringsalone.Ithinkaimingforthis
calibreisbrilliantbutthebiggestchallengewillbeaddingNZhumourmix(i.e.NZTA'scampaign).
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Inspirations/artistmodels/visualprecedence
Thebelowcollectionisofconceptualideasthatbringinspirationtothisprojectbasedaroundtalkingtoyourkidsso
youknowwhatsgoingon,sothattheydon'thidethingsfromyouwhentheyshouldbeaskingforhelp.
-lookingbelowthesurface.
-knowtheREALSTORY(thislinkstothefairytalesearlier)
-youmaynotseeitbutitcouldbehappening
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TheNZTAcampaignsadvertisementisspotonfor
themeandtonein
Perfect.Simple,clever.Listentowhatyourkids
think/andhavetosay/beanaskableparent
pointingoutthesexualnatureofthemedia.Butasadsweneedtorememberthatkidsmaynotknowthe
difference,andmaytakeimageslikethetoponeas
normal&appropriate,whichiswhyweneedtotalk
withthem.
Advertisementsthatcompareinnocentwiththat
whichisnotinnocent,thisideaissuitableasit
juxtaposestwothingsthattellstheparentthatthey
areindenial-oratleastcouldbe-yourkidis
probablynotasinnocentasyouhope,andisprobablyjustasconfusedandfrustratedbyitasyouare.
Ilovethevisualsandtheoveralltoneofthisad.Ithink
itwouldgodownwellwithanNZaudience.possible
copy"trustus,you'rebetteroffknowingthannot
knowingwhat'sgoingon"
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WhatIhavedonewhatIamdoing
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Aseriesofimageslikethese(yaywehavehumour!-ithink!)-notalliphoneones,amixture..andacatchytag
linethatwouldcommunicate...'Breakingtheice,itisnt
alwayseasy,heckitisntalwaysvoluntry,butkeepthat
ballrolling.'
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hahahalovethe
finaltouch!"OhGodIgoogledit!"thiscanbemanipulatedfortheitsokayifyoudontknowalltheanswers,justgo
andfindthemetc,asparentyoudonthavetobeembarassedaboutthat.
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