Campaign Proposal Week 8 Typography for Screen Alyse Judd Shanice Piron
Campaign Outline The Challenge Every year 500,000 animals are surrendered to shelters in Australia. 48% of the animals get euthanised. Animals truly don’t deserve a life like this. ‘Adopt Don’t Shop’ has been developed to help these animals find loving and caring homes.
Who Are We Talking To? Ultimately everyone! We want as many animals as possible to find homes that will look after and love them. Our main target is families, couples, singles and anyone looking for a companion. We are also speaking up to educate everyone on this cause.
How we will achieve this? Adopt Don’t Shop will create a huge awareness across Australia through integrated media, a campaign advert video, merchandise and adoption drives throughout Australia. This will educate and inform people about the amazing opportunities to adopt and help save a life.
Market Research Results Would you personally support our campaign if it was real?
Feedback
0%
11%
Rating 0 - 5 =1
“There is a modern family episode that is similar to your idea, your should watch it. also maybe like a google search on “puppy breeders” and google correcting with “did you mean: puppy adoption centres?” “Its a really good raw concept.”
=3 =4 =5
45%
How interesting and engaging does our campaign feel?
How clear is the central message or idea behind the campaign?
0%
0%
“The cause is good, ideas are smart and interactive.” “I like that you want to make awareness about this topic, and it was an interesting idea.”
=2
11%
33%
Rating 0 - 5
11%
Rating 0 - 5
45%
56%
33%
33%
www.design-seeds.com
Mood Board
Mood Board
The Brand & Logo The Brand
The Logo
Our colour pallete has been based around primary colours in pastel. The colour pallete identifies with the friendliness of animals and suited the campaign theme well. The colour pallete is bold but complement each other. The Font used throughout the entire campaign is Raul and Din Condensed. Raul is a contemporary script font. Its is mainly used so headings. Din Condensed is a very basic font yet a modern feel to it. This font is used throughout the whole campaign apart from headings. Together these two fonts create a modern appealing feel. The brand has a light hearted appeal to help draw the audience in to finding more about Adopt Don’t Shop. Using primary colours in pastel helps accomplish the light hearted feel.
The Fonts
Raul
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
The Color Scheme
Din Condensed Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
#E6F0F0
#AEBDC7
#272E48
#D35348
#F9C680
#F3E4D8
Website Adoption ADOPT
SAVE A LIFE TODAY
DONATE
MAHLI
ABOUT US EVENTS
ENTER
LOCATONS CONTACT US
GOLDEN RETRIEVER X
1 Year Old Very well behaved, great with kids, house trained Come meet her today at our Gold Coast location
WILLOW LABRADOR
10 Weeks Old Very well behaved, great with kids, very smart Come meet her today at our Gold Coast location
About us
Donate ADOPT
ADOPT
DONATE
DONATE
ABOUT US
ABOUT US
EVENTS
EVENTS
LOCATONS
LOCATONS
CONTACT US
CONTACT US
DONATE NOW
Adopt dont shop is a worldwide community development organisation that provides short-term and long-term assistance to 100 million people worldwide (including 2.4 million children). We have more than 45,000 staff members working in 96 countries. For six decades, World Vision has been engaging people to work towards eliminating poverty and its causes. World Vision is committed to the poor because we are Christian. We work with people of all cultures, faiths and genders to achieve transformation. We do this through relief and development, policy advocacy and change, collaboration, education about poverty, and emphasis on personal growth, social justice and spiritual values. The action World Vision is committed to includes: transformational development, which is the phrase we use to describe a holistic approach to improving the lives of the poor by recognising people's physical, social, spiritual, economic and political needs. emergency relief – following the International Code of Conduct for disaster relief organisations promotion of justice – we advocate for victims of injustice and poverty strategic initiatives - such as programs promoting community leadership public awareness Christian engagement by example – we oppose proselytism and coercion of any kind.
The website is where the target audience for the campaign can gain the most information on will be the webpage as it is the platform that can be reached by the vast majority. It is accessible via cell phone, laptop, desktop, tablet devices, etc. The website is where the community will be able to track the progress of the campaigns donations, shop to adopt a pet and keep up with all the current events and information for the campaign. People can log on and shop to adopt a pet or donate to the cause.
Facebook Campaign The Facebook campaign will be composed of three posts a day; starting with information on the cause and how to adopt or donate, and as time passes, transforming into updates on pets being adopted, current pets available to adopt and the amount of money currently raised. The use of the hashtag #adoptdontshop will allow other Facebook users to quickly spread information to large audiences, and will be a good way to expose our content to the public.
Twitter Campaign The twitter campaign will compose of 5-6 tweets per day, and 2-3 retweets responding to participants and sharers of the campaign. Generating awareness amongst many of the general public. Using the hashtag #adoptdontshop and posting links to the website where people can adopt a pet or donate money.
Instagram & Snapchat Campaign An Instagram page will be utilised to gain followers and reach younger generations. The aim will be to post around once a day as well as using promoted posts to advertise to people in the area. It is a good way of sharing visual stimulus to an audience through the use of intriguing imagery, typography and engaging short video clips. Here consumers can also receive responses on their posts directly from the campaign and even repost photos that use the hashtag. It will be a good way to track progress and help achieve the goals of the campaign. One exciting and innovative use of integrated media in this campaign will be the use of a local, live snapchat story. Snapchat and Adopt Don’t Shop will be teaming up to provide a story on the day of the Adopt Don’t Shop event. This way audiences will be able to engage and post their own exciting or memorable snaps from the day. This will be able to watch from everyone in Australia and will be used as a device to gain late donations or attract more people to adopt a pet.
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Merchandise People who attend the event get this goodie bag for free! The goodie bag contains a tote bag full of Beneful Dog food, a ball, portable drinking bowl and a voucher for Green Cross Vets. The goodie bags are sponsored by Green Cross Vets and Purina Pet Food. The Campaign logo will be placed on the tote bag, the ball and portable drinking bowl. These goodie bags will work as walking advertisement before, after and during the event for later donations or people interested in adopting after the event. For people who cannot attend the event can purchase the goodie bag online. All the profits of the goodie bag will go towards the cause.
Billboards
A series of 3 billboards in every major city in the country will be set up to display messages about how animals need saving and promoting adoption. It will present alarming statistics about how many animals are surrendered every year. The billboards will advertise all the social media of Adopt Don’t Shop and the website for people to find more information about the cause.
Posters Hi, I’m Bruiser
Did you know, In Australia, you humans surrender over 500,000 of animals just like me, to shelters every year. Please dont let me be one the 48% that gets euthanized. Please give me a forever home &
ADOPT ME before you shop!
WWW.ADOPTDONTSHOP.COM.AU facebook.com/ADOPTdontSHOP
@ADOPTDON.TSHOP
youtube.com/user/ADOPTDONTSHOP
Hi, I’m Roxy
Hi, I’m Rex
Did you know, In Australia, you humans surrender over 500,000 of animals just like me, to shelters every year. Please dont let me be one the 48% that gets euthanized. Please give me a forever home &
Did you know, In Australia, you humans surrender over 500,000 of animals just like me, to shelters every year. Please dont let me be one the 48% that gets euthanized. Please give me a forever home &
ADOPT ME before you shop!
ADOPT ME before you shop!
WWW.ADOPTDONTSHOP.COM.AU
WWW.ADOPTDONTSHOP.COM.AU
facebook.com/ADOPTdontSHOP
@ADOPTDON.TSHOP
youtube.com/user/ADOPTDONTSHOP
facebook.com/ADOPTdontSHOP
@ADOPTDON.TSHOP
youtube.com/user/ADOPTDONTSHOP
A series of 3 posters in high traffic areas such as major cities and suburbs will present messages about how animals need saving and promoting adoption. The posters will advertise all the social media of Adopt Don’t Shop and the website for people to find more information about the cause.
Event The ‘Adopt don’t Shop’ event will be one of the final parts of this campaign taking place in October. The previous integrated media methods will works as a hype up to this final event. An event will occur in every major city around Australia. Set up in large parks with banners, live music, animals to adopt and volunteers to help run the event. It is at this event where generous people can come join the event and adopt a new family member and help give them a new life and home forever. There will also be opportunities for people to donate money towards the cause at the event. People attending the event will be able to Instagram and snapchat the event live connecting with those who are unable to attend the event themselves.
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Story Boards Storyboard template Shot Framing
Every year 500,000 animals are surrendered to shelters in Australia. 48% of the animals get euthanised. Animals truly don’t deserve a life like this. ‘Adopt Don’t Shop’ has been developed to help these animals find loving and caring homes.
WWW.ADOPTDONTSHOP.COM.AU
XCU: Extreme Close-up Opening Scene with website
MS: Mid Shot Second Scene with introduction to the different dogs up for adoption
LS: Long Shot Few short facts about the cause
Over 48% of dogs get euthanised every year!
Over 48% of dogs get euthanised every year!
Over 48% of dogs get euthanised every year!
XLS: Extreme Long Shot Points come out of computer screen
MLS: Medium Long Shot Facts Appear to go along with points
CU: Close-up Close up of point as reader explains it with more detail
Thank You for Listening