Dogs Trust Campaign Portfolio#WhatAboutUs By Alice Wilmot
Creative Brief: About Dogs Trust:
•Dogs Trust are the biggest rehoming charity organisation in the UK, who look after a total of 16,000 dogs at the 20 rehoming centres yearly. They have been going for 126 years •Dogs trust rehomed 13,067 dogs in the year 2017. This was more than the last title which was 80 dogs less. •Their Mission Statement “Bring about the day when all dogs can enjoy a happy life, free from the threat of unnecessary destruction.” suggests the idea of how once the dog is in the charity’s care, they will look after them and help find them a forever home. The Campaign: •The Campaign we would like to create is called “What about us?” which looks at the idea of how rescue dogs are forgotten during consideration stages and people don’t have enough knowledge of rescue dogs. The campaign will look at the compatibility between dogs and owners with a view to meeting the needs and wants of both. An example of this is hikers won’t want a bulldog but maybe might want a Labrador or springer based on their hobbies. The Campaign needs to be made with a mix of print, emedia and broadcast as this has worked successfully in the past for other Dogs Trust campaigns. •The target audience for this campaign are families with older children and young couples who are interested in getting a dog.
(Charity Number 227523 and SC037843) Tone Of Voice: The tone of voice that Dogs Trust uses is 1st person approach to create empathy to the audience. This is done to reflect the organization. Using informal language for the advertising campaign will allow audience engagement. Persona: Name: Anna Age: 27 Lives: Salisbury, UK About: Anna loves countryside and beachside walks, a good cup of tea and likes to snuggle up on the sofa to watch movies. She has a husband called Toby, who works full time. Anna and Toby have two children, Elouise, 7, and Alex, 5. They are looking into buying a dog but are unsure of whether to get a new pup or a rescue dog. They would like to find out more information on rescue dogs. Focus Group: We held a small focus group with four families. Two with dogs and two without. We explained to them about the idea for the campaign and how there is a huge amount of unknown awareness of rescue dogs. The focus group brought up: -How when they had brought their dogs there was not enough awareness of rescue dogs and they didn’t consider the idea of adopting altogether. The older children suggested how there should be more awareness of rescue dogs to break the stigma at their age. -The families without dogs want to consider rescue dogs before going and vis-
iting brand new puppies and it changed their attitudes towards rescue dogs also as they’ve heard in the past that they are not as well behaved.
vide the ‘resources, education and programmes needed to eliminate the killing companion of animals’
The desired target audience response should be empathy for the content seen within the campaign for the Dogs Trust charity. The campaign will also make the audience feel sad or jolly and therefore will make them want to act upon the campaign’s key message.
•The two main mandatories for the Dogs Trust campaigns are the Logos and Registered Charity numbers. They work best on a yellow background so must be kept on that. Either have the dog on the side of text or above, not other ways. Can get main logo from Head Office if needed. The Registered charity numbers are 227523 and SC037843.
- ‘Adopt me’ Pet photobooth by Humaine Objective: Society of Utah: - This was about a photographer called Dogs Trust want a campaign to make Guinnevere Shuster who visited the cen‘Rescue Dogs’ the most desirable breed tre and one day decided to take photos in Britain. The objective for the campaign of the dogs like a photobooth for their will be ‘being able to make people more new ‘Adopt me’ campaign. These got aware about rescue dogs’, which allows uploaded online to Facebook with a silly the process to be a different avenue or message about the dog and about adopchoice. This therefore should overtime tion. The campaign was ‘dedicated to the increase the amount of rescue dogs elimination of pain, fear and suffering in adopted in the Dogs Trust rehoming cen- animals’ tres over the country. Requirements and Mandatories: Key Message •Dogs Trust need to promote as upbeat, The campaign’s key message will be passionate and warm like their charity. “What about us?” which reflects on the This needs to be done using print, broadidea that adopting a rescue dog is a cast and emedia platforms. Images inpossible option. This will therefore make cluded need to be of smiley and happy the audience keep an open mind about dogs. Head or shoulder shots are a need adoption. unless running towards. They encourage images of owners and dogs being happy Desired Target Audience: together.
What Do Other Competitors do? - ‘Adoptable trends’ campaign by Dallas Pets Alive: - This was about turning shelter dogs into ‘adoptable trending’ topics e.g. Kim Kardashians Butt. Each time this was searched online, people had the opportunity to adopt to help promote and pro-
•The Typography must be Sabon, Sabon Bold or Arial for advertising campaigns. If for publications, it has got to be Frutiger light, Frutiger bold or
Ideation:
Firstly, I came up with some intial ideas based on a list of words which associated with Dogs Trust. This allowed me to be creative and get an initial understanding of what the proposition of the campaign is, this being to raise more awareness of adoption of resuce dogs. For this I created a Morthological Mix which enables you to explore different combimations between images and words. These can help visualise different ideas. I started by creating the list of words and made some images which associated with the words from Dogs Trust. For example, the word “Dog” gave me associations of tail and paws and the word “Love” gave me associations of hearts and gifts and hope. target audience are most likely to watch television, go on social media such as Facebook and Instagram and would see a poster at bus stops or other places. My initial idea for the storyboarded advert and for the posters is to have an ownI then made a spider diagram with my er and dog suited to each others needs content ideas I wanted to include within and with the heading “What about us?” my campaign. With previous Dogs Trust which is what the campaign is about. For campaigns, they have been sucessful the Dogs Blog, I would like to create a with a mix of print, emedia and broadcast featured article from a dogs perspective advertsing. I expressed my ideas through about Dogs Trust and the adoption prothis diagram. There are more than 3 cess. By creating the campaign media in pieces of work I could create but as I go this way, it will reach the proposition and through this project and during the first the objectives of the campaign. stages, I can see what would work well and wouldn’t with the objectives and the proposition for this project. At this current time, I would like to create a Blog post, a Storyboard for a TV advert and a poster campaign. I feel using these types of media to get to the target audience would be most suitable. This is because my Using the Morphological Mix as a research method enabled me to come up with some content ideas to help with the Dogs Trust campaign I would like to create.
the right content for the target audience. I feel by putting it this way I will be able to convey the key message of the campaign also.
I then looked back at the creative and client brief to get the main important things I had to remember when creating my campaign. This included the key message, the objectives and the response the creative brief wanted the audience to have when the campaign is finished. By doing this made me understand in more detail the brief and the things to consider when continuing creating this campaign. I created next a brief storyboard with the initial ideas and layout I had for the TV advert. I included all of the features of a storyboard. I didn’t create sketches but I will develop this later. My inital idea is successful and I feel this will reach out to my target audience and signify the key message if it is created in this way.
After brainstorming, I went on to designing an intial layout of my 3 pieces I would like to create. The image above is my draft layout for my ‘Dogs Blog’ online blog post. I like the initial layout I have chosen for this and feel it would include
In terms of posters, I drafted two designs which included all of the features of an advertising poster. I will develop this further to see which design would be more suitable to reach the target audience and express the key message of the ‘What about us?’ campaign. I feel at this stage I’m ready to go on and develop.
Devlopment: Now that I have completed my ideation, I need to develop my inital ideas and look into my ideas and make sure they will work at conveying the key message and reaching the target audience.
Storyboard:
My storyboard first draft has had the text developed in order to make the storyline of the advert flow. When I showed this to my target audience within a small focus group, they suggested that the storyboard needs to be more visual with images and more information in the boxes below to be able to follow the narrative of the TV advert better and understand it. I took the opinions on board and developed the storyboard into a second draft.
After completing my second draft, I got back with the focus group and they were able to understand the narrative better with the chosen imagery I had put on the storyboard. However, they still were lost with the words to describe the scene so when I create my final product, I will need to make sure that this is as clear as I can get it in order for the campaign’s key message to be expressed and the target audience to be reached.
Blog Post:
My Blog post first draft has been layed out how it would be presented on a website and from this, I got
a mixed voice of feedback from the focus group. They suggested that because the blog post itself would be too much to look at, maybe instead complete a facebook post with a featurette of the article with a link to the full article via a social media page like Facebook or Instagram which the target audience of the campaign would use to find out information or find the website for Dogs Trust. I took this on board and created my second draft.
so I can get the key message across in a strategic way.
Poster Campaign:
My second draft when shown to the focus group was more of a positive response. The focus group liked the little featurette of the blog post written by Max the dog. They think it can be written abit more informal to reach out to the families as part of the target audience and this will therefore signify the key message better. They said the format was good and is identical to Facebook. I will take on this feedback when creating my final piece. I will also select a good image which will look significant and memorable in order to make the campaign as target audience friendly as it can be. This is
My first draft of my poster campaign recieved mixed views again based on the layouts I had wrote up within the focus group. I went to it knowing I liked both of these layouts but then asked them which one would be more suiting to the target audience and to get the key message accross as clear as possible. They chose the layout
on the right as it was a clear and understandable layout format as well as clear to what the campaign would need on this poster and the content which would be included within the poster campaign. This therefore will be taken on board when continuing to draft the poster campaign.
For my second draft I changed and developed the text that I would be including in my poster. I thought about the image in the middle and what I wanted to achieve out of that image. I thought about the content on the bottom of the poster including the logo. This is so I catch the target audience’s attention as well as broadcasting the main message about rescue dogs don’t want to be forgotten. When I took this to the second focus group meet up they said they will be able to understand the poster when it is made because of the way it is layed out e.t.c. Therefore I feel confident about making my final draft for this.
For my third draft I added the text with the font format I need to use for the poster campaign called ‘Kristen ITC’, added the backgrounds I needed for the campaign poster and the main image of the dog into the campaign poster also. When I went back to the focus group again with the poster, they were beginning to understand it more because of the way the layout and format has come together with the words and image on the poster. When I create the final piece, I will make sure the poster has the right fonts and is looking as accurate as possible.
Final Executions:
Reflective Log: This reflective piece is about my ‘Creative Digital Technology’ unit. For this piece of reflective writing I’m going to be using the Driscoll theory of reflection. I’m going to reflect within two different areas of this unit which includes my presentation and creating the portfolio and campaign. The first area I would like to reflect on is my presentation.
My Presentation: When I first started this unit, I knew the first assignment would be a presentation based on a live brief. The brief I chose was for Dogs Trust which looked at making rescue dogs the most desirable breed in Britain. I had previous experience of this from secondary school when I presented to my year group about my Asperger’s Syndrome. I used the skills I had of planning to create my presentation of my creative brief for this unit which included my research from the focus group I had formed for this and the information I needed from more research about Dogs Trust and other rescue centres. This was useful as I suffer from writer’s block and just staring at a blank presentation is not helpful. I needed that bit of guidance. This will therefore help me in the future when it comes to presenting live client briefs in my
future career to businesses and clients as well as in class presentations based on a brief. I found also learning different research methods during the first couple of weeks of this unit will help me with future assignments and in a job in the future. Also, I enjoyed doing the focus group for this presentation as this helped me break the barrier with my social anxiety and my social barrier formed by my Asperger’s Syndrome. It gave me the confidence to talk to the target audience of my campaign and will therefore help me in future assignments and talking to focus groups in real life situations in a Public Relations job. Doing the presentation itself also helped me boost my confidence and has helped me prepare for future presentations I may have to do for University in the next 3 years or within a future career job.
Creating the Campaign and Portfolio: I was excited when I found out I was going to be creating the creative pieces for the Dogs Trust campaign as part of the second half of this creative digital technology unit. From previous experience of creating posters, storyboards and blog posts during my A Levels and GCSE’s, this meant that this part of the unit was a lot easier to do than the presentation I had to do for the first part of this unit. I really liked the organisation I had when it came to be creating these pieces and
therefore my project was easier to create because my Campaign was all laid out. When doing future assignments during university or in a future job, I feel I would be confident in creating and organising a creative campaign.
Dogs Trust campaign as having experience from doing A Level Photography meant I knew when learning the layout for it the kind of idea of how to create it. Because of the previous experience I’ve had and the experience of this course, I will be able to create a I enjoyed building a morphological mix professional portfolio if I need to do it based on initial words and phrases for future assignments or future jobs. related to Dogs Trust. I learnt about this during week 10 of this unit and Conclusion: it’s something which has stuck with me since. Knowing how to do this will Overall, I feel this unit has been interesting and exciting. I have enjoyed enable me to use it during future assignments and maybe in the foreseen being able to create a campaign and creative brief through a presentation future. I enjoyed getting feedback on based on a live client brief from Dogs my drafts during this work from my Trust. I have learnt many new skills peers on the course and through fothrough using the Adobe programmes cus groups to enable me to see if my during the second hour lessons on a work is being done correctly to reach the target audience and key message Monday afternoon which has helped of the Dogs Trust campaign I’m creat- me and will help me in future assignments and my future career. It has ing. also given me the confidence to do presentations on my own whilst being I did find it difficult trying to come up with layout ideas for the poster which recorded and filmed. was why during my drafting process I My favourite part of this unit was crecreated two initial ideas of the layout ating the creative pieces for the Dogs just as I wasn’t sure which format to Trust campaign through using Adobe go for. I did however choose my secInDesign as creating digital advertisond layout because of the feedback from the focus group I had organised, ing has always been a strong point for me from having experience completand I would be able to get to the key ing GCSE Creative Imedia, Media and message and target audience in this way through the layout I have chosen. Film Studies as well as A level Media Studies during my time at school and I felt by getting feedback through focollege. cus group and peers will help me in my future career if I need to do them If I was to complete this unit again, for my job or future assignments durI would go into more depth with my ing university. advertising and maybe create a moving version of the Tv Advert on the Finally, I also enjoyed creating the storyboard. This would’ve been creportfolio alongside my pieces of the
ated on Adobe After Effects which I learnt during the second hour lessons on a Monday afternoon. I felt my organisation towards the end of this unit slacked and therefore I couldn’t do this on the side.
