20
Post Human #digitaldetoxweek
PROMOTIONAL DOCUMENT
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20 PROMOTIONAL DOCUMENT 20 ISSUE 2 > POST HUMAN
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BRAND VALUES / 20
BRAND VALUES 20
1 > Honesty with our readers 2 > To provide future thinking and insightful content 3 > To actively work towards a world worth stepping in to 4 > To encourage the twenty somethings of today
#DIGITALDETOXWEEK 20POSTHUMAN
SITUATION ANALYSIS / 20
breaking free. web 2.0 unplugged. digital detox five days disconnected. facebook anxiety. main frame. digital utopia. on the street. portrait city
20
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THE BRAND > Established in 2015, 20 is a multi-thinking platform offering an escape front the weight of the every day media. We communicate our brand and mission through our bi-annual print magazine and dynamic digital platform, providing our readers with a guide for creativity, research and personal freedom. Today, the media has become over-saturated with independent and mainstream titles. While they produce content that caters to a fashion and culture-minded readership, they leave a gap in the market for editorial brands that actively work towards creating a world worth stepping into.
THE MAGAZINE >
issue two
The heart of 20, our bi-annual published magazine, is lightweight in design, diverse in content - reviving the experience from buying from a newsstand or book store. As curated communication, both timely and timeless, 20 believes in the intelligence of its reader, informing and inspiring the most creative of thinkers, with modern journalism, poetry and in-depth interviews with artists, visionaries, the every day individual, and experts alike.
#DIGITALDETOXWEEK 20POSTHUMAN
Our first issue, ‘Being Twenty Something’ lay the groundwork for our brand, offering an honest insight into the positives and the negatives of being twenty something in today’s society. As a continual series, our current issue, entitled ‘Post Human’ takes issue one’s concept and propels it into the future, exploring the digital revolution, rethinking our relationship with technology and whats next for our future generation.
THE DIGITAL PLATFORM >
www.20magazine.com
20magazine.com is a multi-media platform bringing the 20 readers the digital experience. Pushing for quality over quantity, the 20 website defies the ‘normality’ of online platforms seen today, identifying ourselves as a simplified website, focusing on rich and design-led content. Its stream features fashion film, images, interviews and fascinations as well as being the engine for our online store. Although with each issue comes new content, what remains the same is the aesthetic and branding, through our layout, typography and design. The website offers links to the following pages About > Who are 20 Contact > Further enquires Shop > Buy issue 1 & 2, our merchandise or subscribe Past > View the previous issue, ‘Being Twenty Something’ content Future > View the current issue, ‘Post Human’ content Through the social media icons positioned at the bottom of each page, readers will be able to directly access our social platforms, with the option to share our content on their own personal pages.
#DIGITALDETOXWEEK 20POSTHUMAN
CONNECT WITH US
SUBSCRIBE WITH US. YOU’LL HEAR FROM US WITH LATEST SALES, EVENTS AND NEWS. Email address
CONNECT
SUBSCRIPTION > ONLINE & OFFLINE When entering the 20 website, users will be presented with a simple, time efficient form which will ask them if they would like to subscribe. By entering their e-mail address and clicking ‘connect’ they will be instantly becoming a member of the 20 experience and notified of the upcoming launch of issue 2, the beginning of the digital detox week and the tasters to come. Offline, readers will be given the option to purchase through the 20 shop, a one year subscription to 20, receiving the next two issues. Starting with Issue 2 (Winter 2016), out in November 2016. 1 year subscription - Issue 2 & 3 (UK) - £16.00 1 year subcription - Issue 2 & 3 (Europe) - £24.00 1 year subscription - Issue 2 & 3 (Rest of the world) - £32.00
#DIGITALDETOXWEEK 20POSTHUMAN
20 #DIGITALDETOXWEEK 11th NOVEMBER 2016
PROMOTIONAL BLURB POST HUMAN
PROMOTIONAL BLURB > #DIGITALDETOXWEEK Digital doesn’t need to be toxic. However, more often than not, due to our over excessive use, it is. We have created a fictional life for ourselves, building social relationships with people whose eyes we will never meet, whose hands we will never touch, becoming lost in our self made digitalised world. Our offline identifies are disintegrating, losing sight of what’s real and what isn’t. What matters and what doesn’t. Today we break out of the trance. We strip back. Push for quality over quantity. For one week, we ask you to make real time connections with people. Turn off the green light. Each day will become more challenging than the last. You will go through withdrawal, you will feel misplacement, restlessness, and at times you may feel the urge to give in. But slowly, your mind will begin to settle, you won’t feel the same dependancy you once felt. You will see that there is life beyond the screen. Dare to be vulnerable. Dare yourself to a digital detox.
#DIGITALDETOXWEEK 20POSTHUMAN
20 PR OBJECTIVES
ISSUE 2 POST HUMAN
STACK;
1 > To change the twenty somethings attitude towards digital engagement and consumption. 2 > To encourage twenty somethings to be more present in their natural surroundings and to be content. 3 > To promote conscious thinking. 4 > To reduce digital addiction.
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PR OBJECTIVES POST HUMAN
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SWOT ANALYSIS / 20 #digitaldetoxweek
STRENGTHS Running alongside the launch where people are asked to not use their phones Encouraging readers to disconnect for a week Controlling digital addiction Giving readers a platform to express themselves Fits in with the aesthetics of the 20 brand Challenges the reader Brings readers together / Completing the digital detox week together A sense of community Positive campaign
weaknesses Niche campaign - Not all people see negatives in the internet and therefore do not see any benefits from disconnecting for a week
opportunities Could increase readership as people who participate in the digital detox learn more about 20 magazine Digital detox week could become a yearly campaign event
Threats
#DIGITALDETOXWEEK 20POSTHUMAN
People feel that by using social platforms, it is a contradiction to the campaign Competitors who push for similar campaigns Eg: Google Detox Day / Earth Challenge People don’t fully engage in the digital detox week People don’t see any benefits or significance in the campaign
The 20 team conducted primary research to sugest what its target audience consumer profile and habits were >>
AVERAGE PERSONAL INCOME
AVERAGE TIME SPEND ONLINE
AVERAGE AGE
generation wifi
generation wifi
CONSUMER PROFILE Age: 20-29 Gender: Mixed Demographic profile: 25K Average Personal Income ABC1 Consumer Habits: Actively online 9 hours+ a day Constantly connected Check phones before bed every night Multi-task Currently making important life decisions Feel pressurized to make the right decision Unqsettled Easily influenced Swayed by visuals Have a fear of missing out (FOMO) Anxious when unable to access their phone
generation wifi
Say hello to Generation - Wifi > generation wifi
USE SOCIAL MEDIA ON THEIR PHONE
FASHION BLURB / 20
FASHION BLURB / 20 POST HUMAN
PREVIEW | WEB 2.0 UNPLUGGED COMING SOON
20 DIGITAL PRESENTS
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20 second snippets of the fashion film released on Instagram and Twitter.
FASHION FILM WEB 2.0 UNPLUGGED Do you ever feel like youâ&#x20AC;&#x2122;re being watched? Silently observed by the unseen eye. 24/7 surveillance. Are you ever really on your own?
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#DIGITALDETOXWEEK 20POSTHUMAN
As an extension of 20: Issue 2 Post Human, the digital team presents Web 2.0: Unplugged, a 90 second fashion film, released on the 20 website that runs alongside the #digitaldetoxweek campaign. Exploring the visual language of the internet and its daily impact on the way we think, act and behave, the film consists of 3D visuals created and edited by art director, Katie Speake. Conveying its message through multi-layered imagery found only in the virtual world, error messages, social media alerts, future thinking imagery and other online references come together to effectively bring to life the obsessions and semiotics of the world wide web. In the days leading up to the shoot, the 20 team curated a collection of process imagery including small clips, gifs, screenshots and model cards, provided as a hint to the building blocks that formed the final work. These will be released in stages on the 20 Instagram and Twitter pages in the days leading up to the launch of the complete fashion film.
Web 2.0 - Overwhelming quantity. Immediacy of information. User processor, surveillance engine.
SHOP / 20 POST HUMAN
SHOP / 20 POST HUMAN
GIFT CARD BY EMAIL 20 DIGITAL DETOX T SHIRT | SIZE S/M/L £15.00
Details In preparation for the 20 #digitaldetoxweek, the multi-sex digital detox countdown t-shirt features a super soft, slim fit construction. Finished with short sleeves, a crewneck, and graphic text at the front. Dare to be vulnerable. Dare yourself to a digital detox.
ADD TO CART
ADD TO CART
THE 20 SHOP > Merchandise and issue 1 & 2 available
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THE 20 SHOP > MERCHANDISE & GIFT CARD Via the 20 website, readers will have the option to ‘shop’ where they are able to purchase both the first and second issue of 20 with payment method being paypal, both secure and easy. Alternatively they can subscribe to get a package deal and ensured their next issue without the worry of stock running out. Additionally, readers have the option to purchase the 20 merchandise, catered to each issue topic. For the current issue, 20’s clothing line is an attitude intervention against the over consuming use of internet. We at 20 fiercely believe in the well-being and freedom of our readers, willing to make a stand. We ask that any reader who purchases the merchandise, tweets or instagrams a picture of themselves or the product using the #PostHuman. We hope that through our readers buying these products, it will increase promotion and knowledge of the brand and position ourselves at the forefront of media marketing. In order to ensure a high customer satisfaction at all times, we provide a list of possible queriers and answers in regards to returns and exchanges along with orders and payments. Due to high demand on stock, we have introduced the 20 gift card available via email, perfect for gifts for friends or family.
SOCIAL MEDIA SWOT POST HUMAN
DISTRIBUTION / 20 POST HUMAN
20 is distributed nationally to the following select independent art bookstores: LONDON
Social platform
Strengths
Weaknesses
Opportunities
Threats
- Showing the 20 personality - Effectively using both images and text
- Character limit of 140 characters
- Opportunities to be contacted by
- Highly visible if people have
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Idea Books (Dover Street Market) | 17-28 Dover Street Street, W1S 4LT Oliver Spencer | 62 Lamb’s Conduit Street, WC1N 3LW TateModern | Bankside Sumner Street, SE1 9TG Donlon Books | 77 Broadway Market E8 4PH Goodhood | 41 Coronet Street N1 6HD Artwords Bookshop | 69 Rivington Street, EC2A 3AY Shreeji Newsagent | 6 Chiltern Street, W1U 7PT Number Six | 6 Dray Walk, The Truman Brewery, E1 6 QL Claire de Rouen | 125 Charing Cross Road, WC2H 0EW J. Glinert | 71 Wilton Way, London E8 1BG One Good Deed Today 73 Kingsland Road, London E2 8AG
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Propelling sales further, 20 uses its website 20magazine.co.uk as the engine for online sales.
LEEDS The MKI Miyuki-Zoku Store | Unit C4, Corn Exchange, Call Lane, Leeds LS1 7BR Village Bookstore | Unit 8/9 Balcony, The Corn Exchange, Leeds LS1 7BR Colours May Vary | Unit 1A, Munro House, Duke Street, Leeds LS9 8AG
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NEWCASTLE New Bridge Street | 12 New Bridge St W, Newcastle Upon Tyne, NE1 8AW
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to show the aesthetics of the brand. Building trust with the readers Engaging with readers, tweeting and retweeting back. Receiving feedback from readers. A way of directly linking the followers to the 20 website. Reaching new audiences through people retweeting on to their wall. Researching trends through the trending hashtags Providing customer service with a 24 hour response. Available both mobile and computer. Monitor real time conversations. Enhance relationships with readers. Through the use of the hashtag, 20 can effectively propel their digital detox week across the platform and reach a wide target audience. No advertising cost Tool options to track your ‘tweet’ engagements and interactions (Good indication of how well the 20 brand is being received. You can pin the most important and news worthy tweet which atomically positions itself at the top of your page ‘Header’ image which adds to the visual identity of the 20 brand.
- Visually led - Allows the brand to show the aesthetics of the brand through images / colour - According to Forrester, Instagram content generates 58 times more engagement per follower than Facebook. - Building trust and personality - Reaching target market as twenty somethings are predominately active on Instagram - Education on your target audience - Through being able to see what people you follow like, it is a good indication of what your target audience likes to view online. - Reach new audiences that may not have known the 20 brand existed. - You can easily share your content across other social media channels Eg: Twitter - No advertising cost - Can see through the amount of likes you have how well received your post is and thus an effective source of research feedback. - Allows video posts as well as imagery. - Use of searchable hashtags that pushes and expands post engagement. - Ease of linkage to push traffic to the 20 website. - Direct messaging (Instagram Direct) readers can engage with us and conversations can only be directly used to 15 users. Great for staff messages or exclusive messages to competition winners. - Naturally mobile based, which targets our audience who are predominately on their phone. - Filters feature to make pictures unique. - Through the use of the hashtag, 20 can effectively propel their digital detox week across the platform and reach a wide target audience.
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per post Can’t edit tweets meaning that if any errors are made, posts have to be deleted and re written. Due to the high circulation of people using twitter, competition is high.
- Users are unable to directly
repost your images. - If Instagram was your only digital platform used, it would be too visual and not enough context. - Doesn’t have the same urgency as for example Twitter or Facebook posts. - Although it is a strength in terms of our target audience being avid mobile users, for those who are on their laptops mostly, the Instagram page is primarily mobile based.
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other artists, visionaries and brands to contribute to the magazine. Could possible scope new talent to include in our magazine.
- Opportunities to post small 20
second snippets of the fashion film, (Web 2.0 Unplugged) to increase anticipation and excitement ahead of the film release. - Opportunities to post images from the up and coming image to entice people to buy. - Opportunities for people to see 20magazine on Instagram and want to contribute to the up and coming projects. - Opportunities for the media to see 20magazine online and want to promote it.
negative feedback.
- Responses are very public -
meaning that the brand has to be very careful. Again, due to how public the platform is, 20 has to ensure it presents itself in the correct way.
- Too many competitors as most brands have a Instagram account.
ONLINE STRATEGY POST HUMAN
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Using twitter to promote the up and coming issue #PostHuman
ONLINE STRATEGY SOCIAL MEDIA Twitter > @20magazine_ Instagram > @20magazine
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Aiming to deliver engagement across digital and social platforms, we have identified the opportunities open for the 20 brand in two of the fastest growing networking sites, Twitter and Instagram. Through implementing these social platforms, viewers will be offered a dynamic array of social experiences before, after and during the event. Directly linking back to the 20 website, the followers of our social platforms will be able to view up and coming collaborations with artists and visionaries, view exclusive behind the scene footage, all while viewing 20 second taster snippets of the fashion film and photography from the current issue being released. While Instagram will be predominately used to visually identify the brand, Twitter will be positioned at the forefront of the promotional campaign #digitaldetoxweek along with interacting with readers, ‘tweeting’ and ‘retweeting’ in response to any queriers regarding purchasing merchandise, magazine distribution or general feedback. On the days leading up to the detox week, we will post images as a countdown tool on both social platforms, reminding users and increasing anticipation for the week. During the detox week, we will post motivational images and articles for those who have given in, as a way to put people back on track and encourage them to unplug again for the remainding days of the detox.
#DIGITALDETOXWEEK 20POSTHUMAN
OFFLINE STRATEGY POST HUMAN
OFFLINE STRATEGY POST HUMAN
Post Human
Rethinking our relationship with technology
Location: 77-82 Whitechapel High St, London E1 7QX. Date: 11th November 2016 Time: 19H - 22H
Multi-thinking platform, 20 presents “Post Human”, held at Whitechapel Gallery. Through curated communication, Post Human explores the digital revolution, rethinking our relationship with technology. Based on new research by the 20 team, Post Human attempts to stimulate discussion amongst the twenty somethings of today about the social and ethical implications of current and future technology. Taking place alongside our #digitaldetoxweek campaign, the event will exclusively present the Post Human issue and our promotional video, Web 2.0 Unplugged along with featuring interactive products. Technology promises to liberate us and propel us into a new world. But this freedom comes at a price. More present in phone activity rather than in our natural surroundings, our offline identities are disintegrating, instead choosing to pin, post and share our way to our ideal digital reality. The digitisation of our everyday lives has left us feeling isolated, rushed and enslaved by our devices. In September 2015, The 20 Team opened an online survey to engage with 154+ future readers. Discussion topics included social media, notification overload, device addiction, the “always on” lifestyle, sleep interruption and mental well-being. From this, three core themes emerged: Curated Persona. Emotional Contagion and inspired but dependant? Stemmed from these themes, 20 has worked with Six:Thirty to provide innovative responses to the question, ‘how can we improve our relationship with technology?’ Through interactive products, provided by a group of multidisciplinary designers working with Six:Thirty, we present to guests a dynamic array of social experiences.
www.20magazine.com Contact: Twentymagazine_@outlook.com Mobile: (+44) 7800944165
20 #DIGITALDETOXWEEK 20POSTHUMAN
OFFLINE STRATEGY PRESS RELEASE & GUESTLIST PUBLICATIONS
ARTISTS
i-D Magazine Tank Magazine VICE UK Dazed and Confused Metro UK Boys By Girls Nowness Ala Champ Magazine Adbusters Garrage Magazine 032c Dry Magazine Hunger Magazine Wonderland Magazine Milk Ours Dust
Elizabeth Grubl Pierre Debusschere Hart and Leshkina Jason Matthew Lee Maya Amrami KTZ Simon Foxton Dean Brown Gaston Lisak Takram London Paul Macgregor Matteo Loglio Matan Stauber Zanellato/Bortotto Daniel Armengol Altayo Louise Mertens Nick Knight
BRANDS
MODELS
Anti-Social Social Club Weekday MissBHV OhOkWorld Showstudio The Photographers Gallery Ader_Error Critical Path Agi & Sam BLK DNM Baserange 3paradis Off_White Village New Bridge
Heather Stewart Holly Horne Lilly Fox Ellie Fox Ben Greenwood Chloe Burns Thomas Williams
BLOGGERS Knighttcat India Rose Alexandra Lee Charlotte Martin
PHOTOGRAPHER Christina Paik Jodie Louise Morgan Oliver Cargill Sophie Mayanne Emma Wilson Sirius Bundenko Michael Mayren Sophie Jones Dylan Myers Jamie Kendrick Elsa Ekeman
OFFLINE STRATEGY POST HUMAN
0123456789 10 11 12 13 14 15 16 17 18 19 20 21 22 23 POST HUMAN
20
POST HUMAN
11 NOVEMBER 2016 19H > 22H WE KINDLY ASK YOU TO LEAVE YOUR PHONES IN THE FOYER BEFORE ENTERING
FOR MORE INFORMATION CONTACT TWENTYMAGAZINE_@OUTLOOK.COM
OFFLINE STRATEGY INVITATION Invitations, which are extended to chosen bloggers, press and creatives alike, will be sent out a month prior to the event on the 14th October, giving invitees the option to RVP in advance. Information included consists of the date, time, contact details and a pre-warning that phones will not be allowed during the event. In terms of invitation design, we have kept the 20 logo a prominent feature on both the invitation and invitation packaging, along with reflecting the aesthetics of the brand throughout. Furthermore, to make the brand distinctive, with every invite we have included a small compact card that illustrates the date to save circled.
#DIGITALDETOXWEEK 20POSTHUMAN
OFFLINE STRATEGY POST HUMAN
OFFLINE STRATEGY LAUNCH EVENT > POST HUMAN & WEB 2.0 UNPUGGED Running in tandem with our #digitaldetoxweek campaign, the 20 team have worked collectively to host our launch party for the release of the second issue of 20 and present the first viewing of the fashion film, Web 2.0 Unplugged. Commencing during digital detox week, the event will be held at Whitechapel Gallery, with invitation extended to chosen bloggers, press and creatives alike. In-keeping with the digital detox, on arrival we ask each invitee to break free from the weight of over-sharing, and kindly leave their phones, cameras, and computers in the lockers provided in the foyer. Looking to channel a different energy to that usually seen and reflecting the nature of the issue topic, we encourage our invitees to come as they are, leaving the blogging and tweeting behind. Enjoy the experience. Be present in the moment. See beyond their camera phones and interact with each other freely. As the guests make their way through the foyer, accepting complimentary drinks provided at the Whitechapel bar, they will become submerged in the 20 Post Human experience. Projected on both middle standing walls, the Web 2.0 Unplugged film will be shown exclusively for the first time, absorbing viewers into the world of over-sharing on the internet. Additionally, positioned around the room will be the Post Human issue, available to look at exclusively a day ahead of the launch and available to take home complementary. Furthermore, the 20 merchandise pop up store will be positioned in the far end of the room for all guests to purchase. The current line is created and inspired by the digital detox week and Post Human issue in the hope that guests will buy for themselves or friends and family and wear the product, promoting it amongst their own social platforms.
#DIGITALDETOXWEEK 20POSTHUMAN
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OFFLINE STRATEGY LAUNCH EVENT > 20 X SIX:THIRTY Looking to create a range of dynamic social experiences during the launch event, we have collaborated with creative agency, Six:Thirty who present Unread Messages, a pioneering research and design project exploring the ways in which technology is affecting the way we think, act and behave. Featuring digital, physical and interactive products designed to lead us towards a healthier relationship with technology, we will position the products around the Gallery, allowing our guests to interact and leave with the knowledge and prospects of a healthier happier future with technology. This will further build excitement for the follow up issue of Post Human, issue 3 which will see how humans are relinquishing control over their devices. Products will include:
FIDGETY MACHINES By Takram
In response to a situation in which human being have become machine like, obsessively processing information fed by social media. Over-checking of social media platforms, being the first to post events, and fear of missing out are pervasive aspects of obsessive compulsion. In this scenario, compulsive behaviours are exploited to create noise that confuses the machines’ algorithms, providing a camouflage protection for our privacy.
NOMU By Mattheo Loglio
The ability to be always connected is often too much to resist. This can sometimes lead to a loss of control, with behaviours prompted by digital communication interfering with daily activities, work, and relationships. Nomu can be used to plan up to two hours of internet usage. Each coloured block represents an activity, composed by a time unit and rules to filter a specific set of websites, defined by the user. By planning the activities before opening the browser, we are in control of our online experience.
#ARTIFICIALSELFIE By Daniel Armengol Altayó
The selfie phenomenon is a clear example of a gesture that every internet social being has adopted due to the mobile devices and social media’s way of working, and its impact on society has been extremely high. On one hand, as we all seem to repeat the same behaviours with a given technology, we ourselves start acting as predictable machines. On the other hand, we teach machines to understand us, giving them the ability to replicate gestures and habits in a surprisingly human way. The selfie has become a (un)human necessity. Selfie ergo sum. But, can we identify when a behaviour is becoming compulsive?
#DIGITALDETOXWEEK 20POSTHUMAN
20 x SIX:THIRTY
POST LAUNCH / 20
20 #DIGITALDETOXWEEK 20POSTHUMAN
POST LAUNCH DIGITALLY REFRESHED? After the launch and digital detox week has ended, we then look to hear back from our readers with their experiences and general feedback. Pushing for a strong relationship with our readers, we ask each person who participated in the digital detox week and has chosen to reconnect and log back on to â&#x20AC;&#x2DC;tweetâ&#x20AC;&#x2122; or Instagram us using the hashtag, and tell us about their week and how the digital detox effected them- whether it be good or bad. For those who have decided that through their week without their digital devices they no longer feel dependant and do not wish to log back in, we encourage them to write us a letter or email us and explain what it was particularly that made them disconnect completely. We will then share these opinions in our third and follow up issue, entitled face to face.
EPR TIMELINE /
EPR TIMELINE /
EPR TIMELINE ONLINE AND OFFLINE 5/1/2016 9/1/2016 10/1/2016 11/1/201 11/8/2016 11/9/2016 11/9/2016 11/10/2016 ONLINE
11/11/201
11/12/2016
11/13/2016 11/14/2016 11/15/201 11/16/2016 11/17/2016
Digital detox project planning Digital detox content development Emails to third parties (Six:Thirty, Whitechapel) Emails updating registered customers Short teasers clips on Instagram page Updates on Twitter page (Visual and text) Behind the scenes footage of the film Trailer release Sales chanel engagement Twitter engagement Instagram engagement Film released on website Merchandise available to buy Posts encouraging people who haven't logged off yet Responding to tweets about the digital detox Retweeting peoples experiences using the #digitaldetoxweek OFFLINE Merchandise designed Interactive products installed in gallery Interactive products used by guests Fashion film displayed at Whitechapel gallery Launch party Release of magazine Digital detox week Recieving and responding to letters about the digital detox week
Planning issue 3 and its promotion
PRE LAUNCH LAUNCH DIGITAL DETOX
POST LAUNCH
#DIGITALDETOXWEEK 20POSTHUMAN
11/18/2016
12/1/2016
1/1/2016