2612QCA Typography for Screen
Saving Future Yaqing ZHAO S2916405 Yuan LIN S2916401
CAMPAIGN IDEA Executive Summary ·The challenge Lacking of water resource is becoming a big world issue. Leading people to save water. ·Who are we talking to To everyone in the world, especially for people who live in urban areas that not consider about water. ·How will we achieve this? Saving water for future will achieve this by watching our logo, videos, social media and the website advertisements. ·A vision for future People can save more water for some area, such as South Africa, even themselves.
Target Audience ·Target Audience Description Everyone in the world, especially for people who live in urban areas. ·Economic and Family Trends Water Facts •
Water scarcity affects every continent and affects 4 out of every 10 people (World Health Organization)
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Demand in the U.S. has tripled in the past 30 years while the population has grown only 50% (Goldman Sachs)
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20% of clean water is lost due to leaks (EPA)
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Moving and treating water uses 19% of California’s electricity and 30% of its natural gas (California Energy Commission)
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Water related diseases are the leading cause of child death, killing 4,500 children per day (UNICEF)
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Over 80% of US waterways are contaminated by medications (US Geological Survey)
·Social characteristics The social media, world organization and governments have called on people to protect water resources. ·Technology usage
With the development of technology, many people, especially the younger generation are used to use the mobile phone and the Internet. Our campaign will spread information on website by using social media, and for other people who are not spend much time on the internet, we will update on newspapers.
Integrated Communication Strategy Statement ·Rational Elements "I can help people who can not drink and use water everyday" ·Emotional Elements "It's not hard to participate and I think it's very meaningful. I want to save water for our world, for the future.
Creative Brief
·Why are we advertising? We want to make some contribution for protection of water resources. Saving water for the future. ·Who are we talking to? We talking to everyone in the world. ·What do the currently think? It's a big issue, if I helped by myself, it can't change everything. ·What would we like them to think? I'm very important, I must make action for saving water and called families and friends make the same action as me. ·What is the single most persuasive idea we can convey? Saving water for the future, for your children. ·Why should they believe it? Because water crisis has became a big issue in the world, and water is everything. Everything needs water. ·What is the personality we want to portray? The personality we want to convey is connected with each other, inspiring, really care about water, respect what we done.
Creative Executions ·Facebook Campaign Post 2-‐3 times daily about" saving future" event, different ads for different areas. ·Twitter Campaign Post 2-‐3 times daily about" saving future" event, different ads for different areas. ·Website people can through computer, mobile phone, ipad and other equipment browse the water information.
CAMPAIGN BRANDING LOGO: Saving Future
SUPPORTING MATERIALS
WEBSITE
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THANK YOU!