Presentation Document
Alice Farr
MAKE UP WITH YOUR MIND Campaign Led Insert
Brief
Set by: Serena Guen - Founder For: Editor Team
Editor team, Your brief is to come up with an inspirational, innovative, concept that revolves around a campaign led insert for Suitcase Magazine. The insert is to be issue based and thought provoking, although still representing our Suitcase style and technique. Once the concept is developed, create a promotional strategy, showing how we can popularize this campaign idea and generate involvement from our existing readership whilst gaining new followers and readers to our brand. Serena
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Meeting 1
MAKE UP WITH YOUR MIND Campaign Led Insert
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Presentation given by Junior Editor Alice Farr on behalf of the suitcase team
Hi everyone, As you all know, the team and I have been working over the last couple of months on the new, exciting campaign led brief. From working on this, I know it will bring out the heart of Suitcase Magazine and I have become incredibly passionate about our concept. So, every three months we provide this magazine with the aim of inspiring and guiding our readers. We hope via Suitcase they experience the world and its culture and from opening themselves up to the earth, they live a happier, more fulfilled life. We then started to think-what could personally get in the way of this? What could potentially change the way we all experience life?
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THE ANXIETY ISSUE
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e brainstormed the issue of obstacles to continuous happiness and freedom. Obvious ideas such as money arose, but something more original and interesting was revealed, worry and severe anxiety. After sharing some of our own experiences. It became apparent that there was a lack of conversation out there regarding anxiety and its hurdles and from this we want to be the ones to shout about it! What stood out for us was the contrast of how common anxiety is, combined with the lack of positive everyday conversation, it’s practically kept on mute as a topic.
Slide 3 CLINICAL STIGMA
MAKE UP WITH YOUR MIND
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ur key aim for this amazing project, is to make large steps, towards crushing the negative, clinical stigma of anxiety.
Through in-depth research we soon realised the majority of the content available on anxiety is impersonal and NHS based. This campaign will educate those who unknowingly judge, or do not understand anxiety, whilst supporting the people who are living with it day to day and making them feel human again. Addressing the issue at a new, engaging angle. We hope to do this through our new campaign concept... Which we have named Make up with your mind.
Slide 4 WHY? Bold talking point Help voice anxiety Another side of suitcase Opportunities Make a difference Expand readership
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t Suitcase, we have the ability and style to reach out and effectively change opinions. Anxiety is definitely something in need of a fresh image.
Through our campaign led-insert we can give anxiety just that. We will create a bold statement that will give anxiety the voice and exposure it deserves. This is a slightly different, direction for us as we have focused on issues before such as the ocean issue and sustainability (but it isn’t what we are recognised for) which is a good thing. We will draw huge attention which will help to enhance and expand our readership.
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THE INSERT
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he name-chosen for the insert is Case Study #1 Anxiety Issue.
We chose ‘Case Study’ because it fits well with our publication name Suitcase and also combines the feel of an issue-based concept and the study relating to that topic. The reason we have added the #1, is this issue has been incredibly exciting to work on and we really believe in this concept and want the insert to consistently continue once a year, inside one of the four publications we produce. However, each time it will also focus on a different issue effecting humans, animals, earth, culture, politics and news etc.
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SHONA VERTUE INTERVIEW
THE CONTENT
PACKING ANXIETY INTERVIEW
#MAKEUPWITHYOURMIND
Campaign
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he plan of the inserts content will consist of personal experiences to inspirational people, who provide their knowledge and own experience to aid others with anxiety. The insert is best described as a relaxed, beautiful conversation; a contrast to what were used to seeing. The insert will hold a huge variety of content, which helps to re-brand this topic whilst spreading peace of mind. The content will aim to be as follows -Editors letter -8.3 million –The everyday individual interviews -Invisible Injury article -#Makeupwithyourmind campaign photography -Slow food article -My yoga London – founder Lindsay Jessup interview -Packing our anxiety - travelling couple interview -Sky-high city living - Harvey Hodd, shake it socials, founder interview -Destination sweet dreams –article and recipe for the perfect night sleep ft. Lush Cosmetics -From Australia to London - Shona vertue health enthusiast interview -Recommended book reviews -In praise of slow- author Carl Honore interview
Slide 7 MAKE UP WITH YOUR MIND
THE CAMPAIGN
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e have named the campaign ‘Make up with your mind’. because it is exactly what we want people to do. We want them to start making steps to love their mind and be-friend it again, instead of being in a constant battle. The insert will be an output of the campaign and another important output will be the hash tag #Makeupwithyourmind, which will feature through the insert and is a huge part of the promotional strategy that we have put together (which has been emailed to all of you). This will gain involvement of existing readers and the general public to spread this message. With this we can create: -A global message -An Online community -Bold statements -Public interaction -And potentially brand collaborations
Slide 8 PROMOTIONAL OBJECTIVES Introduce concept of insert Expose topic of anxiety Gain new readers Increase sales and subscriptions Create online community with # New opportunities Voice new outlook of anxiety
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hrough the promotion of this projected...
We can benefit many people-providing readers with something which they can relate and connect to, regardless of whether you have severe, anxiety or you occasionally get worried the night before a big deadline at work. We can all relate in some way to this campaign, which is the point, viewing anxiety as a more natural process. Not just that, but this project will hugely promote us as a brand and help us open up to new readers, whilst creating a talking point around our brand.
Slide 9 PROMOTIONAL FILM
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ne of our main promotional outputs will be Film.
At Suitcase its something were good at, it suits us and its a great way to give onlookers a first glance of the campaign and get viewers visualizing and imagining what is next to come. We want the film to be connected to the campaign images, creating a holistic, uplifting vibe. Other reasons answering the question why a film? Firstly, it is online which will engage with primarily our online audience and could persuade them to connect with our print -It is easily shared on social media -It is viral -And it will hit different groups of our target audience
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PROMOTIONAL EVENT
MAKE UP WITH YOUR MIND
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he second main output is an Event.
Anxiety cannot be seen and it can be really hard for some people to understand and get their heads around. So we want to launch the campaign led insert through an event, to bring the pages to life. Other reasons as to why an event are: 1. We can create a personal experience 2. Break down barriers of print and social media to portray messages more clearly and
interactively 3. Create a talking point 4. Raises the profile of campaign and special issue/surrounding area and existing readers follow-ship And finally allow the special issue to expose anxiety in a personal/ sensory away instead of just a written.
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PROMOTIONAL EVENT
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or the event, we want to bring the insert to life. To do that we have created the idea of having a Suitcase - Make up with your mind yoga brunch. The yoga will be taken by well known yoga practitioners, providing an array of yoga styles to suit a variety of individuals. The yoga class will end with a discussion by the yoga teacher on their own experience and how yoga has helped their mind. Followed by a sociable, nutritious brunch, provided by Hackney Pantry and First Aid. This aspect of the event, will be booked via an online Suitcase booking system, as there will be a limited amount of spaces. Because anxiety isn’t spoken about enough we want to have a Q+A session from individuals from the insert, encouraging discussion. Lush Cosmetics and Shake It Social would provide demo’s and sale stands and of-course we will have a Suitcase magazine and subscription stand. The campaign Hash tag will also be utilised throughout the venue.
Slide 12 5 Standard Place, Rivington Street, EC2A 3BE London, UK
EVENT LOCATION
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o hold this great event we contacted our good friends at Vinaya for cost ideas, who would love to be involved and have us at their loft space studio in Shoreditch if this proposal is accepted.
Not only is the space in a great location our idea of #Makeupwithyourmind matches Vinaya’s concept of human science.
We would ideally plan to have the event open for the press for an evening and then the public for three mornings.
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8.3 MILLION
MAKE UP WITH YOUR MIND
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couple of years ago, there were 8.3 million people in the UK suffering with anxiety this number has continued to rise and unfortunately we still live in a society where if you can’t see something it doesn’t exist and therefore it doesn’t matter. This attitude has led to a negative stigma clinging to mental health. This campaign and its promotional activities which we propose to you today will rightly expose anxiety giving the message that...Anxiety very much exists and it really is time to stop caring about what others think and Make up with your mind.
Image References Slide 1: Own Photography Slide 2: Own Photography Slide 3: Slide 4: Own Photography Slide 5: Own Photography Slide 6: Sent by Shona Vertue, Jo Davis and own Photography Slide 7: Own Photography Slide 8: Own Photography Slide 9: Own Photography and sent by event manager at Lush cosmetics Slide 10: Sent by Harvey Hodd co-founder of Shake It Social Slide 11: Sent by Harvey Hodd-Shake it, Jonathan Crosby-Lush and Emelia Fellows Slide 12: https://www.google.co.uk/maps/place/Rivington+Street Slide 13: Own Photography