COMMUNICATION DESIGN STRATEGY PROJECT 02 Class: Thursday 5:30pm Tutor: Lucy Miceli ROITHPISAL NGETH - 101253106
CAMPAIGN: #STOPCHILDHOODOBESITY 1
TABLE OF CONTENTS Executive Summary
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Background
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Existing Campaigns
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Competitor positioning
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The Brief
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The Strategy
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Personas
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The Brand
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The Media and Touchpoint
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Print Media
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Digial Media
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Environmental Media
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Storyboard
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References
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EXECUTIVE SUMMARY Childhood obesity is one of the most serious problems due to many kids eat poorly and have less physical activities. Many parents do not realise how serious the childhood obesity is, and they do not care much on their kids eating habits. The research shows the high rates of childhood obesity. Junk food stores are most of everywhere, TV commercial of junk food targeting kids, and junk food becomes kids’ favorite because it’s cheap, delicious but totally unhealthy. Junk food is one of the main causes that leads to obesity. There are many existing campaigns out there about raising awareness of childhood obesity, providing education to kids and parents, encourage kids to do more exercises. However, there are not enough for this problem. Therefore, we still need to create a campaign based on this issue, and our goal is to stop childhood obesity. This docuement will house all reaserches, strategies, target audience, design process and all applications and media designs for our campaign to raise the awareness and education.
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BACKGROUND WHAT IS CHILDHOOD OBESITY?
THE RESEARCH:
Childhood obesity is one of the most serious problems in Australia, and it is a rapidly growing problem because many children and teens eat poorly and engaged in little physical activity. More importantly, most of children lack education around this issue and fail to realise the seriousness of childhood obesity. The issue is when parents are too busy with their works, and they lack of their time to look after their kids properlly, they ignore what the kids eat everyday. Sometimes, parents buy fast food for their kids just because they do not have enough time to cook a proper meal. Moreover, one of the main problems is the kids’ behaviour. They have problems with food choices, they choose fast food over vegetables and have less physical activities. Therefore, we need a campaign to raise the awareness and education in order to stop the childhood obesity and, it is like a wake up call for every children to think twice on their health, eat healthier and do more physical activities and, especially to the parents themselves to spend more time on their kids, they should understand and learn about thier kids’ behavioiur, eating habits and encourage them to do exercises everyday.
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CAMPAIGN 1: LET’S MOVE AUDIENCE All American children STRATEGY Improve child nutrition policies, and ensuring access to healthy, affordable food in schools and communities, as well as increasing physical activity and empowering parents and carers with the information and tools they need to make good choices for themselves and their families BRAND Let’s Move. Active Schools. hosted by former first lady of America, Michelle Obama MESSAGE Everyone has a role to play in helping raise a healthier generation of kids. Your involvement is key to ensuring a healthy future for our children. VISUAL APPROACH Geomatric shapes and patterns, blue and red colours, modern design, and ilustralions graphic elements.
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CAMPAIGN 2: #ADENOUGH AUDIENCE kids and parents, and mainly targets to the Government, based in United Kingdom STRATEGY Raise awareness of the disadvantage of junk food adverstising Runs the Social media’s community Aims to reach to the Government to act about this problem The supporters cover their eyes, take a selfie and share to the social medias with #Adenough BRAND #ADENOUGH, hosted by Jamie Oliver MESSAGE “We have #Adenough of Junk food ads targeting kids.” “Cover your eyes, Post a selfie, Tell the Government to act!” VISUAL APPROACH Symbolic photography, black and white photography, brush-up typography
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CAMPAIGN 3: GO4FUN AUDIENCE NSW kids, aged 7 to 13 who are above a healthy weight STRATEGY Providing a free 10 week healthy lifestyle program to kids The program focuses on improving eating habits, fitness and confidence. Kids are trained with health professionals and take place after school, running parallel with school terms. Children and their families have fun and become fitter, healthier and happier. BRAND Go4Fun, Healthy. Active. Happy. Kids MESSAGE “Worried about your kids’ attitude to food and exercise? it is time to Go4Fun.” VISUAL APPROACH Friendly, fun, kids’ graphic, Colourful, and activities photography
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COMPETITORS - POSITIONING
MODERN
LET’S MOVE
#ADENOUGH
GO4FUN
PARENT CONNECT
FOOD 4 THOUGHT
CAMPAIGN TO END OBESITY
LIVE LIGHTER
OBESITY ACTION CAMPAIGN
GIVE NOW
CREATIVE
SIMPLE
TRADITIONAL
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THE BRIEF WHAT IS THE GOAL OF OUR CAMPAIGN? The goal of our campaign is to stop childhood obesity, based in Australia. We aims to raise the awareness and educational around this issue more seriously. WHO IS OUR SPONSORSHIP? “Obesity Australia” is the main sponsorship for this campaign. Obesity Australia is a organisation based in Australia that created campaigns to raise awareness and providing tips and knowledge to Australian people about obesity. WHOM IS THE CAMPAIGN FOR? This campaign is targeting mainly to all Australian parents, and to the kids themeselves. The parents are the main models to take care of their kids’ lifestyle, and also to all the kids, to understanding more how to eat healthy and be active. WHY IS IT IMPORTANT? This issue is very important because most of the parents and kids lack education around the obesity issue and ignore the seriousness of childhood obesity. Parents do not understand well enough what the difference between “normal” weight and overweight. Also, the kids do not care much about what they eat everyday, and have minimum physical activities. Therefore, we are creating a campaign to provide the education and awareness about how serious the childhood obesity is.
Sponsored by:
OBESITY AUSTRALIA
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THE STRATEGY WHAT IS THE MESSAGE? “Hey Junk Food, Leave Our Kids Alone” “Change Your Kids’ Eating Habit Today” “Encourage Your Kids to Do Exercise Everyday”
WHO IS THE TARGET? • Strongly focus on the parents and kids, aged between 8 to 12 years old who lack education about childhood obesity and failed to realise its seriousness.
SAY NO TO JUNK FOOD! These message is strongly made for Parents. The parents have to care much more on what their kids eat everyday. The message mainly strike on Junk Food, because we believe that most of the kids choose fast food over others healthy food, and Junk Food is a very bad choice for the living healthy lifestyle. Junk Food is one of the main cause that leads to the obesity. Therefore, parents need to change their kids’ eating habit and encourage them to be active everyday. The campaign wil corporate with all schools and parents, to focus more on obesity education and creating events for kids to do exercise after school, or providing more healthy food including water, fruits and vegetables.
• The parents who are too busy with works more than their kids’ lifestyle, and ignore how bad the fast food is. • The majority of kids who love to eat junk food everyday, but ignore the benefit of vegetables and fruits and, have minimum physical activities.
WHY WILL THIS RESONATE? The messages acts as a wake-up-call for parents to stop and think twice on how bad of junk food and how serious the childhood obesity is. The messages helps the parents acknowledge that junk food is very bad for their kids’ health, therefore they need to take an action and stop their kids from eating Junk food, care more on what their kids eating everyday, and teach them to do more physical activities in order to make them get a healthy lifestyle and advoid the obesity. TONE OF VOICE The tone of voice is informal or non-technical, and friendly to every parents and kids
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PERSONAS
JOHN, 42
JESSICA, 40
PETER. 12
• He’s a full time worker
• She runs her own store
• He has two kids. a boy and a girl
• She is a single mum, and has one son
• He’s always busy with his work
• Leaves her son with carer at home
• He is a stubborn kid at home, always ignore what his parents tell him
• She is tired from work everyday, and does not care much on what her son’s lifestyle, just let him be.
• He is a lazy boy who always spend most of his time watching his favorite cartoon show, and hates doing exercises.
• Always comes home late most of the night, feel tired and goes straight to sleep
• Doesn’t have enough time for his kids • Sometimes, she buys junk food for her son due to she’s too lazy to cook proper meals. • Thinks fast Food is kids’ favorite and no matters about eating them • failed to understand her son is overweight or just normal weight • Lack education about obesity • Ignores his kids’ attitude to food
• lack education of the obesity’s seriousness
• He studies at sixth grade, at a public school
• Cheese burger is his favorite • Sometimes, he forgets to bring his own meal to school, and buys fast food instead at school. • He has a zero education in obesity • He doesn’t care much on what he eats everyday.
BOB, 10
RUBY, 8
• He studies at 5th grade
• She studies at 3rd grade
• He is a single child, but does not have a good care from parents.
• Her parents think she is too young to learn about obesity
• He chooses fast food over vegetables. • She always say no whenever her mum gives a plate of vegetables • He never does exercise at all. • She loves fast food like others kids • He is a big eater, love eating so much. • She loves playing games • He lacks education about how to stay healthy, his parents also ignore giving • When on her meal time, she spend him lesson about this issue. her time watching cartoon and play games but not eating a meal properly. • He doens’t have many friends, he spend most of his time at home and • Her parents are busy with their work, watching TV and does not care much on her eating hablts, and lifestyle.
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THE BRAND VISUAL IDENTITY
IMAGERY STYLE
The visual graphic looks simple and minimal, it is strongly focused on the Messages, which are designed in bigger size and stand as the main heros in this campaign. The patterns used in the background represents the objects that related to the messages, including the vegetables, junk food, or physical activities. Multi colours will be used accross the designs, it helps them to stand out and attractive, and do not get confuse from the target audience. Different messages, different colours, and different patterns. However, the GREEN colour stands as the main colour for the campaign brand because it is represented healthy life perfectly.
The illustrator styles, geomatric shapes, vegetables, food, typographics and bright colours will be used in the design. The graphic is very friendly and fun for kids and, allso, the layout is clean, neat and minimal.
TYPOGRAPHY CHOICE Frutiger LT STD 75 BLACK Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Ww Xx Yy Zz to be used for the messages and the name of the campaign. CAMPAIGN DESIGN RECOMMENDATIONS
THE COLOUR PALETTES
1. Activities for kid such as, post-school exercises, free food, games and more 2. Train kids how to track their eating habits, and health everyday 3. Mobile game designs that contains the education of how to live healthy 4. Using effective messages for parents around childhood obesity
#09a89e #5593c0
#9793be
#d79a53
#94bd59
These colours communicate fun, friendly, and excitement. The campaign will be designed in diffrent colours in order to conncet and attract from kids and fit with the target audience perfectly
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THE MEDIA AND TOUCH POINT PRINT MEDIA Posters will be printed and distributed. The posters stand as the main aspect of the campaign to help to raise the awareness and reach to our target audience. Number of booklets will be printed and placed at all schools for kids to bring home after school. The booklets is part of education and advices for kids to prevent the obesity. DIGITAL MEDIA Digital media includes mobile game and app for kids. Game is designed purposely for kids to have fun yet, it is a education game for kids which they can acknowledge what food is good for health and what food is not. Mobile app is also made and distributed. App is designed for kids to track their eating habits everyday, to learn how to be healthier, and also it is a online community. ENVIRONMENTAL MEDIA Environmental media includes various ways the campaign will advertise in order to spread the messages and get aware from our target audience, such as billboards, bus stop / train stations advertisements. Moreover, various banners are designed for displaying around schools, particularly for events and activities.
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PRINT MEDIA: POSTER SERIES POSTER SERIES The number of postes are printed in order to raise the awareness and promote our campaign to the target audience. The posters are desiged in different colours, to make them stand out, interesting and attractive. The posters contain various messages and mainly created for parents. It is designed in two different colours, black and white in order to make it high contrast from the colour backgrounds and catch all eyes into the messages. The posters are designed in minimal and clean aesthetic, and also they will be printed in A1 size, and placed in the public places in order to spread the messages and reach to the parents.
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PRINT MEDIA: BOOKLETS FREE BOOKLETS Our campaign designs number of booklets for kids that they can grab for free at their schools. The booklets providing the education about childhood obesity and teach kids how to get a healthy life. The booklets are designed in multi-colours and friendly graphic that suitable for kids THE BOOKLETS CONTAINS: • Knowledge around obesity • Colourful graphic • Fun and friendly visual graphic, including, illustration, cartoon, and photography • Tips of how to stay healthy • Physical activities training • Motivation advices • Games and more
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DIGITAL MEDIA: GAME FOR HEALTHY KIDS MOBILE GAME We understand kids love playing games and, there are many games in the martket that are designed purposely for kids to learn in various subjects. Therefore, our campaign also designs a mobile game for kids. Kids can have fun with the game but also can learn from the game about how to be a healthy kid. GAMEPLAY • There are two bars on the top, Healthiness and Fatness • Kids have to collect all healthy options that fall down across the screen, such as vegetables, fruits and more in order to increase their “Healthiness” bar. • When the Healthiness bar hit to 100%, they will win the game. • Try to avoid all junk food that fall down across the screen, otherwise their “Fatness” bar which is Red colour increases. • When the Fatness bar increases to 100%, it is game over which is displayed along with ‑the message “Try to advoid Junk Food, but eat more healthy options”
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DIGITAL MEDIA: APP FOR HEALTHY KIDS MOBILE APPLICATION Health tracker app is very helpful in the modern day which people can balance what they eat everyday and maintain their healthy weight. Therefore, the campaing also provides a mobile app that is desigend importantly for kids to train how to track their health everyday. The graphic is colourful and suitable for kids Parents play the main roles on instructing their kids on how to use the app. The parents need to remind their kids to list down what they eat daily, so they could track their kids’ eating behavior everyday, and also set the goal of how much calories that the kids could eat per day. THE APP CONTAINS: • Health Tracker: for tracking their eating everyday • Food Knowledge: browse and learn about what food is good for their health • Community: kind of discussion group for kids, help them to get inspire from others healthy kids • Daily Tips: simple explainations or guides of how to stay healthy
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ENVIRONMENTAL MEDIA: PUBLIC ADVERTISING PUBLIC ADVERTISING We aims to spread our messages and campaign and reach to our target audience. These adverstisement helps to raise awareness around this issue and aims let the message be heard by the parents, and they start to take actions and corporate with our campaign to stop the childhood obesity. THE PUBLIC ADVERTISEMENTS INCLUDING: - Bilboard with the message “Hey Junk Food, Leave Our Kids Alone.” - Placing nunber of posters around public places, like bus stops, train stations, undergrounds, schools, and suburb areas.
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ENVIRONMENTAL MEDIA: BANNERS FOR SCHOOLS SCHOOL EVENTS Our campaign coporates with all schools and parents to organise the events for kids, including the physical activities after school, and free healthy food events. Trains them to be active and learn how to eat healthy. Also providing fun activities like games and more. BANNERS We designs number of banners for school events, to hang at schools. The banners are part of the events, which contain various taglines, such as “Eat Smart, Be Smart”, or “Be Active, Be Healthy”. along with the “#stopchildhoodobesity”. VEGETABLE MASCOTS At every school events, there are mascots wearing vegetable costumes. playing around with kids, and creating fun and happy atmosphere to kids.
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STORYBOARD - INFOGRAPHIC
OBESITY....
63% of Australian population are overweight
Among them, there are 42% of young boys, and 30% of young girls are clasified as obese
Being overweight can cause, heart diseases, stroke, type 2 diabetes, and some type of cancers.
What are the causes of obesity?
One of the main causes is behavior
Most of overweight kids choose fast food over vegetables.
So, what can you do about obesity?
OBESITY AUSTRALIA www.obesityaustralia.org
Making changes !
No more fast food, but choosing more healthy options
Increasing your physical acitivities such as running or cycling.
visit obesityaustralia.org for more information
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REFEREENCES Australian Bureau of Statistics. “4364.0.55.001 - National Health Survey: First Results, 2014-15”. Abs.gov.au. N.p., 2017. Retrieved from http://www.abs.gov.au/ausstats/ abs@.nsf/Lookup/by%20Subject/4364.0.55.001~201415~Main%20Features~Overweight%20and%20 obesity~22¬ Foundation, The. “Overweight and Obesity Statistics”. The Heart Foundation. N.p. Retrieved from https://www. heartfoundation.org.au/about-us/what-we-do/heartdisease-in-australia/overweight-and-obesity-statistics Go4Fun (2018). Retrieved from https://go4fun.com.au/ Holroyd, Jane. “Average Australian Eats Fast Food Nearly Every Week”. Good Food. N.p., 2017. Retrieved from http:// www.goodfood.com.au/eat-out/news/average-australianeats-fast-food-nearly-every-week-20140311-34k15 Let’s Move!. (2018). Retrieved from https://letsmove. obamawhitehouse.archives.gov/ Oliver, J. (2018). We’ve #AdEnough of junk food marketing. Retrieved from https://www.jamieoliver.com/newsand-features/features/weve-adenough-of-junk-foodmarketing/ “Shocking Statistics That Illustrate Australia’s Obesity Problem”. Huffington Post Australia. N.p., 2017. Retrieved from http://www.huffingtonpost.com.au/2016/02/24/ australia-obesity-statistics_n_9154422.html
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