Brief Outline
Background
Considerations
Tone of Voice
Deliver a creative resource that will inspire and motivate parents to read for just 10 minutes every day with their child.
Save the Children has worked in the UK since the 1920s. They campaigned on children’s nutrition from the 1930s which culminated in the introduction of free school meals for poorer children in the 1944 Education Act. Today they work in communities across the entire UK, reaching 26,000 children a year. Save the Children works in more than 120 countries.
Consider what would encourage parents to give their child a message that 10 minutes a day reading can make a difference to their potential. What would make children engage with this message and the campaign?
Fun, friendly and engaging for children as well as adults.
The creative can take any form (for example print or online advertising, a video, infographic, an experiential movement etc), but it must leave audiences with an understanding of just how much of a difference 10 minutes a day reading with a child can make. The outcome must include the Save the Children ‘Read On Get On’ logo.
OUGD603 YCN: SAVE THE CHILDREN
In September 2014, Save the Children launched its most ambitious UK-wide campaign – ‘Read On. Get On.’ – focused on getting all children reading well (reading well meaning reading book such as Treasure Island or Harry Potter) by the age of 11. Their mission is to ensure that by 2025, every child is a confident reader by age 11.
ANNA SERGISON & JANE HANSESGAARD
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Concept In order to successfully encourage a routine to reading a series of seven ten minute books which would be read over the course of a week has been produced. An engaging Box-set has been designed and produced which holds each book in their own drawer locked with a padlock. The idea is to start the reading journey on a Monday. As a page. This is to create an adventure in the form of a journey throughout the week and incentive to carry on reading. Box-set serves as a useful and memorable keepsake that children will cherish.
Target Audience The box-set is aimed at both boys and girls aged from 8-9 and their parents or carers.
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Typeface Arial, 14 pt has been chosen for the body copy of the books as it was found from research that its cursive aesthetic resembles the way in which children learn to write each individual letter through some learning schemes such as Ruth Miskin. Research also revealed that Arial is one of the most recognised typeface by children with dyslexia.
Illustrations The
hand-rendered
illustration
style
was
for the watercolour. The intention is for the overall aesthetic to be friendly and engaging.
Production Each of the 10 minute books is 180mm x 180 mm which allows for a readable point size for body copy and will be easy for a child to hold. The books are staple bound, with two staples in each spine to keep costs at a reasonable level.
Stock The cover is printed on High White Extra Blanc 200 GSM and the inside pages are printed on the same stock in 120 GSM.
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Production of Box For the purpose of producing a prototype for this brief, the box has been constructed from 3mm Grey-board and covered in 120 GSM High White Extra Blanc paper. Each drawer has been constructed from for the prototype. designed to allow the drawer to be locked 3mm acrylic and laser cut.
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Flyer of all children in primary school from reception to year six. Teachers will make children aware of the campaign and can have a box set available to see at school which can travel from class to class with the intention of creating excitement about reading. The box set will be sold at a reduced price at libraries and book shops by redeeming the It is proposed that the retail price will be ÂŁ4.99 as this is considered a realistically affordable price for most people. The format is a Bi-fold with a folded size of H210 x W100 mm.
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Classroom The posters and travelling box-set are to be distributed to primary schools across the UK to create awareness and excitement about the campaign.
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Environmental To catch the attention of parents the posters are proposed to be placed around town where they may pass daily such as on buildings, near cafes where people sit and rest for a moment and can take in the message. These various posters could also be placed at strategic points in the underground were lots of parents pass daily.
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Library Posters are also proposed to be placed on the interior and exterior of libraries where the box-set can be purchased.
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D I N O FO O D D I N O FO O D
Illustrations for use Adventures in the Attic Illustrations were made using the pencil tool in Illustrator and by overlaying layers of water colour the hand rendered effect was achieved. These illustrations were also using in the four posters created by myself and the leaflet promoting the Box Set with the Seven Books.
OUGD603 YCN: SAVE THE CHILDREN
Development Board For Designs Created By Jane Hansesgaard Board 1/2
ANNA SERGISON & JANE HANSESGAARD
OUGD603 YCN: SAVE THE CHILDREN
Designing and Producing The Box Set
Evaluation of the Brief and Collaboration
Illustrations were made directly in Illustrator and printed on white paper 120 gm for covering the box. The drawers were printed on cartridge paper for a slightly sturdier construction. The parts making up the box were laser cut on grey board and a custom design solution was created for the fixing to hold the padlock. This was laser cut in green acrylic.
The final outcome of is of high satisfaction. The concept is strong and I believe it could encourage children to read more and adults to make more of an effort to spend time with their children. We worked well together and shared the workload. We were both able to bring different skills to the brief with Anna doing most of the typesetting and a lot of illustrations and my development of box set and promotional pieces.
Development Board For Designs Created By Jane Hansesgaard Board 2/2
ANNA SERGISON & JANE HANSESGAARD