Wednesday, 25 January 2017

OUGD603: YCN Student Awards - THINK! Brief

Smart Guidelines


BACKGROUND TO THINK!

1. What is THINK!?

THINK! is a brand that links together all road safety issues.
When road use becomes habitual and automatic, people stop thinking. THINK! is designed to scratch the conscience of road users, to wake them up physically and emotionally and encourage them to be anticipatory and 
think ahead.

Our goal is to make all road users question their behaviour.

The physical identity of the logo uses the lines of the road to inextricably link the brand idea to road safety issues.

2. Who does THINK! talk to?

The THINK! campaign is aimed at everyone who uses the roads, whether they are driving, riding, walking, cycling, at every stage of our lives, from cradle to grave.

3. What are the key attributes of THINK!?
  • –  THINK! is knowledgeable: it knows about the dangers on the roads and uses this knowledge to warn you in advance.
  • –  THINK! is caring: it has your best interests at heart, its aim is to protect you from danger and keep you safe. But it is not a nanny, nor is it a friend: it treats you like an adult, it gives you the information and lets you decide whether to act on it.
  • –  THINK! is stimulating: it has (and needs) an intrusive edge in order to shake people out of their complacency on the road – it works by challenging people to think about their own behaviour, pricking their conscience, making them question themselves.
    4. What is THINK!’s tone of voice?
    The tone of this brand is best expressed as the voice of your conscience’.
    Your conscience works in two ways:
  • –  It is caring/protecting when it advocates doing the right/best thing
    (but it should never try to be your friend as it risks losing its
    authority – it is a respected mentor).

  • –  But it can be disciplining or restraining when preventing you
    from doing the wrong thing (however it should not be too dictatorial or admonishing as it risks alienating people).
    So it works for both preventative and proactive engagement messaging.

GUIDELINES FOR HOW TO USE THINK!

The strength of THINK! is its flexibility. Its tone can be exed to talk to different target audiences across a range of issues in a variety of media.

However, to maintain THINK!’s power it is important that it is used in the right way. The following rules are designed to maintain THINK!’s exibility but also to protect its consistency.

Q1. When should I use THINK!?

THINK! lives in the road environment: literally through its design and its meaning – ‘think ahead about the consequences of your actions on the road’. It loses its power when used in inappropriate or negative situations.

When planning your communication, please consider the following: THINK! should be used:

- In the context of the road: e.g. on a child’s car seat but not on a mug or a pen.

- In relation to road safety: e.g. it should not stretch to messages about the environment.

- In anticipation: THINK!’s role is to warn before not after the event: e.g. There would be no point putting it on a paramedic’s uniform.

- For education (not enforcement): This brand has a tone that is the voice of your conscience, it acts as a mentor so it would be inappropriate for the brand to be directly associated with the tools of enforcement. e.g. parking tickets, safety cameras.

- Actively: THINK! must be an active part of the message. It should not be used just as a badge. Ideally, it should not be used merely as a logo in advertising - stuck alongside a myriad of other logos at the bottom of a page. THINK! should not be put
in places where seeing it would become habitual.

If you are unsure of the appropriateness of using the logo,contact the THINK! team who will be happy to provide guidance.

If you would like advice, please send an email or letter stating your intentions, including the proposed dates of your activity, the media to be used and, where possible, an example of the creative. If you wish to call and speak to someone prior to sending a formal request you can do so, but it is helpful to follow up in writing.

If you are planning to run any form of direct marketing (eg. mailings, text messages or emails) or broadcast advertising (eg. TV, radio, cinema) under the THINK! umbrella, please always consult the THINK! team prior to developing materials.

Q2. Which logo should I use?

There are three approved versions of the THINK! logo.

Where possible, the approved yellow and blue logo should be used. 


Approved logo



The THINK! logo is printed in dark blue and yellow. These colours can
be printed as two specials or in a four colour process. For single colour printing, the preferred colour is Pantone 289.


NB. Please ensure that you use the most recent logo as shown above,
as it has changed over time, and also has been reformatted for digital use.






There are two alternative versions for use in the following circumstances only:

Colour version to be used on dark backgrounds

This version should be used where the background is too dark for the blue version to be used.



Mono version

This version is for use when printing in black and white (eg. in a newspaper)




c) Are there any exceptions?

Sometimes there is a need to surprise or engage target groups who
are less open to our messages e.g. Drug Driving. In these circumstances, it may be appropriate to ‘tone down’ the logo and integrate it within the creative work. However, the use of grey should be avoided, as this codes ambivalence and uncertainty.


There may be circumstances where it is appropriate to remove the logo altogether where the communication is an ‘ambush’, eg. a viral lm.


In either of the above circumstances, please contact the THINK! team who will be happy to provide guidance.


Q3. How big should the logo be?

To ensure good readability and quality reproduction please respect the minimum width of all colour and mono reproductions:



Q4. Where should I position other elements in relation to THINK!?
  • -  In all media, the strapline should appear to the left or right of the logo, not underneath.

  • -  If you want to show a website url with THINK! it should appear
    in the opposite corner (horizontally). 
Q5. How should THINK! be used on television?

a) The logo
  • -  The recommended size for the THINK! logo when it is used on TV is 64 lines/pixels high.

  • -  The logo should be positioned in the bottom half of the screen. Its exact positioning (left, right or centre) should be determined by what will achieve the best standout.

  • -  The logo should be on the screen for a minimum of three seconds.
    b) Supers and voiceover

  • -  Straplines should be supered unless there is a good reason not to, either creatively or strategically. Overall, the guiding factor should be the clarity of the message.

  • -  If a strapline or fact is being supered the super should stay on screen for enough time for it to be read (please consult BACC guidelines).

  • -  Key facts should always be voiced and supered.


  • -  If THINK! is being used as a super and voiced, they should both be
    visible at the same time.
    The specified typefaces are Helvetica Neue and Arial. 

    1. Q8. What type of strapline should I use?
      Different straplines should be used according to the issue, purpose of communication and the nature and maturity of the issue.
      There are three types of strapline for THINK!:
      - THINK! + QUESTION e.g. ‘THINK! If a child ran in front of you, could you stop?’
      This is the most active use of THINK! as it asks rather than tells, inviting road users to make a decision for themselves.
      - THINK! + STATEMENT e.g. ‘It’s 30 for a reason. THINK!’
      Again, this is another way of giving people the facts, allowing them to make a decision for themselves.
      - THINK! + IMPERATIVE e.g. ‘THINK! Slow down’
      There are times with serious issues when it is appropriate to use a stronger tone to dial up the imperative. When targeting children it is particularly important to deliver a clear & strong instruction.
      Q9. How should THINK! be voiced on radio?
      The tone of voice should be developed around the issue and the idea. In general THINK!’s personality should be: stimulating/ positive, caring and knowledgeable.

    Q6. What are the guidelines for using THINK! online?
    a) Logo
    The recommended size for the THINK! logo online, based on a screen size of 1024 x 768 pixels is 75 x 25 pixels.
    Where possible, the blue and yellow logo should be used.

    Please ensure you use an online vector le of the logo and make sure that it has been put on as a separate layer and not as an alpha channel. For reasons of accessibility, please alt tag the logo so that it sits within DfT accessibility guidelines.
    b) How THINK! should be used
    As with other media, THINK!’s behaviour should be to encourage engagement, participation and interaction.
    Q7. Should THINK! have sub-brands?
    THINK! is seen as a positive brand by all consumers, so it works to strengthen any initiative with which it is associated.
    Likewise, THINK! is enriched by being associated with broader and more dynamic activity.

    So where sub-brands are developed like the Motorcycle ‘Academy’ they should always be THINK! branded. 



OUGD603: YCN Student Awards - THINK! Brief

THINK! Brief :





The brief is to conceptualise, design and deliver a road safety campaign to encourage young men to drive more safely on the roads. Young male drivers are more likely to be involved in car crashes than any other demographic. We want you to conceptualise, design and deliver a campaign that will educate and encourage men to drive more safely.

Background to the campaign so far:

The THINK! road safety campaign was launched by The Department for Transport in 2000, with the aim of cutting the number of people killed and seriously injured on roads in England and Wales. A combination of engineering, enforcement and education measures has seen annual road deaths nearly half since then. Britain has one of the best road safety records in the world but, with over 1,700 deaths and 22,000 injuries in 2015, a significant challenge still remains.

Every year, the THINK! campaign focuses on addressing the audiences and issues which account for the bulk of casualties. THINK! has a long track record of changing people’s attitudes towards dangerous driving.

Tone of Voice:

Serious, straight to the point, shocking, dangerous, educating, informative.

Priority messages for drivers this year aim to highlight the dangers of:

- Drink driving: a second drink can double your chances of a fatal collision
- Drug driving: the roadside swab identifies drug drivers on the spot
- Country roads: break before the bend, not on it
- Hand held mobile phone use while driving: you can’t concentrate on your mobile phone        and the road.


Target Audience

While road safety is everyone’s responsibility, 17 – 24-year-old drivers are overrepresented in the casualty statistics. They are four times more likely to be killed or seriously injured compared with car drivers aged 25 or over.

The high levels of risk are linked to inexperience, age and common behaviours associated with young and novice drivers (such as driving with friends and night time driving).

There is also evidence to suggest that the frontal lobe – the part of the brain that helps us assess risk – is not fully developed until our mid-20s.

Young male drivers are far more likely to be involved in crashes than young women.

The Creative Challenge

Your challenge is to conceptualise, design and deliver a THINK! road safety campaign that will encourage young men to drive more safely.

You can focus your campaign on one or more of the priority messages detailed above: drink driving, drug driving, country roads, or using a mobile phone while driving.

Conceptualise

You must conduct a piece of audience research to inform your campaign idea, such as a focus group, survey or both. This research should help you establish barriers to safe driving, explore ideas that could motivate young men to drive safely, and test campaign messages to and which might be most engaging.

Design

Using your research, design a THINK! road safety campaign concept aimed at young male drivers. Your concept must include a campaign name, your chosen campaign content, and overall campaign messaging, including a strapline.

You must provide justifications and explanations for each element of your campaign.
We’d like to see how your campaign would work in context, so any imagery or content should be mocked up and shown in situ — whether that’s on a smartphone screen, or on a digital billboard, for example.

Deliverables:

Develop a communications plan highlighting how your campaign will be rolled out across England and Wales over the financial year.

Your plan must use a combination of at least two media platforms and communications channels that young male drivers are likely to engage with — including digital, TV, cinema, radio, events and PR. We are particularly interested in ideas that will translate well via social media and support an ‘always on’ strategy.

Mandatory;

The THINK! campaign logo, included in the Project Pack, must appear within the campaign.

You should refer to the brand guidelines included in the Project Pack, to ensure messaging is in line with our tone of voice.

Useful Links & Resources

think.direct.gov.uk is the main resource for details about all THINK! campaigns, creative, research and statistics and evaluation.



Thursday, 12 January 2017

OUGD603 - Competition Brief: D&AD Mubi

OUGD603 - Competition Brief: D&AD Mubi



I decided to choose this brief by D&AD as not only are they a respected award within the design industry, I also have a passion for advertising and advertising campaigns. I wanted to be able to showcase my creativity and talent through an exciting and interesting brand, which I would use myself. It was also well suited to me as I am a film-lover and constantly using sites such as Netflix, with the same frustration as a user that this brand is trying to eliminate. I decided that this will then give me an insight into the target audience, as being one of them I will have a deeper and more effective understanding of the target market. 

Since 1962, D&AD has been inspiring a community of creative thinkers by celebrating and stimulating the finest in design and advertising. The D&AD Professional Awards are recognised globally as the ultimate creative accolade, entered and attended by the best from around the world. But it's much more than just awards. Members join a vibrant global community, whilst creatives and clients are inspired by a world-class Training programme. As a non-profit advertising and design association, all D&AD's surpluses go straight into programmes such as New Blood, inspiring the next generation of creative talent and stimulating the creative industry to work towards a fairer more sustainable future. D&AD is a Member-run organisation, led by an elected Board of Trustees. Each year D&AD appoints a President from the Board of Trustees to lead the charge and shape the conversations for the year ahead. The job of the president is to galvanise the creative communities and bring them together to inspire and celebrate the finest in design and advertising. The D&AD Board of Trustees represent the full breadth of the advertising, design and digital industries. As a member-run organisation, the elected board are responsible for the overall direction of D&AD, its programmes and where its money is spent.

Wednesday, 4 January 2017

OUGD603 - Studio Brief 01: Reed Recruitment Campaign

Practical Research

Practice led research was conducted into how the advertisment can be distrubited to the right target audience. I walked around Manchester city centre and wrote down where adverts are placed. 


  • Billboards
  • Flyers
  • Poles
  • Bus Stops
  • Bikes
  • Buses
  • Taxis
  • Online (Twitter/Facebook/Linked in)



I concluded from this research that the best way to distribute to the target audience of this campaign was either on line on Linked In or Twitter or via leaflets. Leaflets are an effective way to find people on the street who look of a similar age to the target audience and handing them out, directly targeting them.  Although this means that some people may throw them away or drop them on the floor when uninterested, it also means that potentially some people may see the leaflets on the floor who are interested. Therefore this led me onto further research into successful leaflet design and how I am going to make the target consumers want pick up the leaflet and read it based on the visual aesthetics. 

Monday, 2 January 2017

OUGD603 - Studio Brief 01 - Reed Recruitment Campaign


Reed Recruitment Campaign

Background to the company


Reed is an employment agency based in the United Kingdom. The company was founded in 1960 by Sir Alec Reed CBE, and is currently chaired by his son, James Reed. Reed also offers training and HR consultancy services. The company’s website, reed.co.uk, was established in 1995 and doubles as a job site. In 2014 Alexa ranked Reed.co.uk as the no.1 UK employment agency website.
As of March 2012 Reed has more than 3,000 permanent employees working across 425 business units in 180 locations worldwide.

How I became involved in the company

After securing a position for Reed Recruitment in Manchester city centre as an Intern in Summer 2016, to help outsource candidates for various positions across buying & merchandising, design & development and retail operations. Although my role was mainly database administration and probably as far away from the design industry I could possibly get, I still managed to incorporate my design expertise into the business and offer my unique skills and creativity to an extra asset to the business. I noticed the dominant need for more visual communication in the office environment. I developed various posters, corporate thank you cards, linked in marketing media, social media artwork, flyers and other printed media to help promote the businesses strong values in a different and effective way.
To more eye-catching visuals I created to help co - members in day to day office life, the more design work within the business I was asked to do. Throughout my time there over a 12 week period, I worked mainly with the retail team, but also with Reed Graduates, Reed Mortgages and Reed Technology. I enjoyed my time at Reed and I was called back over the Christmas period 2016 to help further with visual communication and social media marketing. 

The Brief




This brief was therefore derived when the Director of the company noticed how much my work was benefiting the business. The director then called me and we scheduled a meeting to discuss how I could help her further. The company needed to gain more interest from the younger generation wanting to pursue a career in recruitment. The company needed to gain more fresh young talent in order to gain more consultants. I also knew first hand that they had excellent training programmes, so the campaign was basically looking to attract people with potential. So therefore, a more relaxed, young and intriguing tone of voice. I discussed with the director what I felt was the main driving force for the younger generation in choosing their career path. Based on my own experiences, I stated that first was passion and enjoyment and secondly was money/salary. 
After brainstorming various concepts in which attracting this type of target audience, I asked the director what the company can offer in terms of passion and excitement and salary. She stated that the company offers a good bonus scheme for hard workers. This, therefore, enabled me to create the brief. To produce a poster/Flyer campaign to make the younger generation want to work in recruitment, by being driven by targets and bonuses.