2013.11.20 Graphic Design 2 --- GROUP PROJECT BRIEF

GROUP PROJECT BRIEF

1. What do we want to do?

- Theme?

An aging population

- What is the problem we are trying to address?

What to do is to use our professional knowledge and personal skills, the problems faced by the human, an aging population, introduced to the public, make them aware of the dangers of the aging of the population, and draw the power of people, common ideas, contribute to solve the population ageing.

- What is the main objective?

Our main goal is to attract the attention of the audience, society in general knowledge and understanding to the aging of the population, let the audience to participate in our activities, promotional for an aging population and get a wider range of cognitive, solve the problem of human face together.

- What is the Strategy?

– What is the Campaign going to do? (Role)

Our subject is about an ageing population, it is for many countries in the world already facing urgent social problems, and, of course, its social ills has shown, is an urgent need to focus on topics, such as, the life of old people, their children are busy with business, paid little attention to the old man, so, old people is a vulnerable groups in society, we all want to take care of the old man, so, we are ONE LOVE as the theme of the event, to promote protection of care for the elderly.

– Who we talking to? (Target)

Individual we as a society, we all have their own parents elders, maybe they are still young, but they will grow old, around us there are a lot of older man, they all need to get our love, so, this is a topic for all mankind.

– How is it going to be? (Content)

We first a huge mass of data query for an aging population, for it has a profound understanding, that will help our activities. We promote the activities of the subject is ONE LOVE, embodied in the care for the elderly, we first make two posters, posted in different areas, to attract people to stop and visit our posters, highlight the design of the poster is, of course, the success of the activities, to a large extent depends on the propaganda posters, we play our own imagination, let the audience interested in appreciate our posters, on posters at the same time we design the activity of the site and qr code, they can get more information from the Internet.

– Where and when? (Media)

Because of considering the funds all problems, such as the scale of our activity is very small, are using soft propaganda, such as posters, network, etc. Scope of our activities held preliminary is only in their own schools.

- What opportunities can we exploit?

Because we use the network, as is known to all, the network of publicity, if our content has timeliness, we will get through the network the spread of a wide range, our activity will be a fact that the news, take care of the elderly will become a social fashion, when the problem is magnified, media attention is by related departments, so that it will be more widespread attention.

2. Who are we talking to? And what insights do we have about them?

- Describing your target audience in detail.

- Not just demographics – psychographics
- What are they like as human beings?
- What are their hopes, fears, and ambitions?
- What do they expect from the category?
- How do they use it?
- What needs do they have that aren't being met?

I could explain it in the front, this is a social problem, because each of us as a social individual, we all have our own parents elders, so each of us is the receiver of activity, care for the old man, and every one of us, it is our responsibility and obligation, and it is good quality and the traditional virtue of human. The reason we do this, because some people for the benefit of the so-called while ignoring the moral character, we have to do is call their conscience, and let them start from around things, caring for the old man, take care of the old man around, slowly become a kind of social atmosphere, let everyone love each other, let the world filled with love.

3. How do we want the audience to describe the Campaign?

- Combination of rational, emotional and self expressive

- Clear Message.

- Tone and Manner.

- Be difference

Our slogan is "one world, one love, one heart". Use short slogan, let everyone know that we love as the theme in the whole event, we want to let the audience know that love is everywhere around us, everyone dedicate a love, our society will become more beautiful, perfect world, from nearby small start, take care of the old man.

4. What is the single most important thing our prospects believe or feel about our brand or the category?

- Who is our competition?
-What are they saying?
- What is the source?
- What will the consumer do or buy if they don't buy us?
- Could include habits and attitudes

Our activity, eager to get a piece, want is the consensus of people, is the recognition of society, is a kind of positive energy. We yearn for the voice of the people recognized, they think that our activities feasible, and has made a contribution to society. We sell ideas, is the love, is the role of a bridge, is to connect those who deviate from the young and your old man's feelings of old people, we do is to call their conscience, if they run counter to, only that they deviate from home for too long, distant relatives, the heart completely collapse, lost human nature.

5. How can we make this believable?

- Key Selling Message: The one thing we want to tell them
- Target that will persuade them to act in the way that will achieve your campaign Objective.

- What do we want them to think, feel or believe as a result of the Campaign? Give rational reasons and believe in it.

Our activity does not involve sales products, we are selling our ideas, we return is more than a care in the society. We as age-friendly ambassador, we as a bridge between young and old, we will transfer the positive energy, let the two groups are closely linked, care for vulnerable groups. We need to do is to convert the family alienation, alienation of affection fenqing, influence their return to the family, let them take care of their old man. Our competitors are those for young people to alienate the factors of love, because of these factors to make love, our products is to connect people of conscience, is nothing invisible quality. At the beginning of the people, this is good. We surely can influence people to take care of the elderly.

6. What do we have to have an idea about?

- Support: Relevant reasons, why we can make the promise?
- Competitive physical or perceptual advantages
- Not just a list of features, or of all the brand's good points

The reason to believe what you claimed.

Brand Personality: Aspect of personality that the campaign must reflect

- A brief, vivid description (evoking lifelike images within the mind)
- Not just a list of adjectives

Preferably, describable by one word or phrase.

We must have an idea. If we don't have the idea that we don't know what to do, can't do the first step. Our idea is to use posters and web sites to campaign. We do a poster for a lot more people know our activity and can participate in our activity. We use poster is interactive way. When you see our poster, if you agree or want to support our activities, you can put the poster of our map.Although is a small behavior can let more people to pay attention to our activities. Achieve better propaganda effect. This way can not only to have the attraction effect and can direct the audience's heart, let them respond. With their own action to care for the old man, to help the old man.However we also marked our website address on posters and qr code.If you want to learn more about our activities or more information on the care for the old man, you can read in our website. Our purpose is to let more people to take care of the old man around, to give them more care.

Our slogan is one world，one love，one heart .

7. Are there any mandatory's?

- This is purely for brand identity, corporate guidelines, legal mandatory’s, campaign themes.

- The do’s and don'ts

- Budget / Timing: The budget for the whole exercise

We don't have any mandatory for this activity. This is a question about human nature, everyone's ideas are different. In this world, have good people and bad people. But we also want to believe that the heart is good. So we should use our activity to reform them, give them a chance to reflect on. Although our activities cannot make everyone to care for the old man around but as long as can influence some people, even 1.2 personal, our activity is successful. Everyone has to choose, no one can limit of others.