Expert Review - Concept. Case: MasterPeace India/Pakistan

Expert Review - Concept Case: Masterpeace India/Pakistan

Name: Peter Övergård Occupation: Concept Design/UX teacher at Linköping University Introduction: We’re starting on a school project for MasterPeace. MasterPeace is seen as an exciting community of social entrepreneurs, volunteers, bloggers, musicians, businesses and other active citizens who connect and work together to fuel peacebuilding and intercultural understanding. Our project focuses on India and Pakistan. The reason we’ve contacted you is because of your position as an expert on communication, and we would love to get some feedback on our work.

We have developed a concept called “Painters of Peace”, which is comprised of an intermedial campaign that uses social media, vlogs and a campaign specific website. The concept is based on one simple message: Everyone has a specific talent to contribute with when it comes to peacebuilding, and it’s with these talents the grassroot-movement of MasterPeace can thrive.

It is these combined talents that are going to manifest themselves in a physical object with the ”Painters of Peace”-campaign. The campaign will take form by using various marketing methods to get to the final goal of people coming together and painting murals of peace. At the end of the campaign, there will be a joint event on different places in India and Pakistan, where MasterPeacers, artists and local volunteers get together to create something beautiful.

Questions: What is your initial reaction to the concept?

“The way you present it might be a bit vague, but as a whole I think it could work.”

Interesting choices of execution.

Sounds like a good choice for the cause.

I’m not sure I completely get what you want to say with the concept from just hearing about it.

What do you think of the name? Will it work?

Well, it is directly connected to what you are doing. I think it might work.

Sounds a bit cliché to me.

Please explain your thoughts on working with online-vs-offline medias, are the choices of media reasonable?

It’s always good to work with a media in which the user can interact with the concept. I believe using social media is a very good example of how this concept could work well.

Do you believe that vlogs is the proper choice of media? What are the up- and downsides of this choice?

“Very much so. It creates a direct link between the sender and the receiver. People are able to comment, and the sender is able to respond in the coming video.”

Would you add any type of media, if it was up to you?

Well, you know I always speak fondly of apps. I definitely think some more interaction could benefit the campaign.

What are your thoughts on building the campaign towards the mural event?

I like the fact that there is a clear end goal for the campaign; Something that can wrap it all up.

Do you have anything else to add?

Keep up the good work, I would love to see the finished products at some point.

Conclusion: Övergård’s reaction to the concept was overall very positive. He believed in our idea and the way we want to present it. However, there were a few downsides in his opinion. He thought the name could have been developed further, as well as the way we phrase the concept. He also made some suggestions of how to expand the campaign and get more value out of the interaction-aspect of the concept.

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All in all, though, we got good feedback that nudges us in the right direction.

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