Key parts of the brief
"where Amnesty used to have a strong student and young people following, today it feels out-dated and out of touch"
"The core barrier to people engaging with Amnesty is that they don’t see human rights as very relevant to their lives."
"What hurts another human being also hurts you"
"18-25 year olds"
"18-25 year olds who have heard of Amnesty International but don’t understand what the organisation does, or how they can help. They care about people and the world that they live in, but find they are too busy and preoccupied to do anything about it. These young people are unable to give much money, but can ‘give’ in other ways: e.g. time or advocacy."
"launch concept that consider all communication channels relevant to the idea (eg. print, digital, experiential, social."
Human rights violation
What is Amnesty International:
(Screenshot below is from:
https://www.youtube.com/watch?v=kX-WnlOCvXw)
Around 50 years ago two Portuguese students were jailed for simply making a toast to freedom. A young lawyer Peter Benenson was so angered he decided to write a newspaper appeal and thousands of people responded and that it when Amnesty International was born. There company is supported and financed by ordinary people.
The logo:
This quote below is on the home page of their website:
"We are ordinary people from across the world standing up for humanity and human rights."
They believe in the power of ordinary people and how any one can make a difference.
On the website if you go to the category issues these are the main issues you see Amnesty International face but even when you click on those you even see more.
Looking at Amnesty's website I have realised that you don't just have to donate to participate but you can also take part in petitions.
For example:
Research Amnesty International previous examples:
What I really like about Amnesty Internationals adverts is that as you can see the imagery they use is very strong and powerful and they don't rely on text as much.
The above billboard is actually very smart and simple. It uses a camera where if you look at the screen you will only see the man and couple together not fighting but when you look away from the screen the couple are fighting. I feel like this is a great way to create an impact and it is also that something people will remember and create more an more awareness about.
As you can see from the two posters above we see a very minimal and simple but yet very effective image which talks to the audience more than just having words everywhere which is what I like. Also the placement of the speech bubble on both the images does all the talking. Also the colour yellow which is being used as the speech bubble in my opinion is smarter than using any other colours because the colour reflects upon the brand which will then make the speech bubble more memorable as being part of the Amnesty International brand. Also the speech bubbles in yellow give it a nice aesthetic feel and work with the rest of the background.
The image above is
When first seeing the billboards below I felt as if they related to this brief a lot. As you can see from the billboards.
Honestly after looking at Amnesty International adverts I have to say I really like the way there use of photography and simplicity in their ads as they create such a big impact in my opinion and they are always something which you will remember after looking at.
After looking in to Amnesty International I decided to look in to a few different more companies which deal with human rights.
Looking in to other companies which deal with human rights
Acat
When I first saw this advert on the chairs by 'Acat' I thought this was such a smart way of doing something on torture with the hands tied up behind a seat. I feel like it is something which people would 100% react to and that it will be an experience for everyone sitting there and I know this type of thing would create a lot of awareness not just due to it being memorable but due to people wanting to take pictures of someone on it and so on which would then create more awareness about the company and topic on social media.
"Victims are people just like you and me.
acat.ch Christian campaign to abolish torture."
acat.ch Christian campaign to abolish torture."
As you can see above they deal with all those topics.
I decided to start researching in to freedom of speech because it was something I was interested in and I thought there was not really any great campaigns which I thought were creating awareness. So I decided to look in to it more.
As you can see what they have done is they have three categories that are:
Internet freedom
Press freedom
Religious freedom
Freedom of speech ads/campaigns
Oxfam International
Also deal with human right issues and below is what they deal with.
Adverts by Oxfam
Freedom House
https://freedomhouse.org/our-work
Physicians For Human Rights
SInce my target audience is people aged between 18-25 I feel something interactive which will become a trend will work very well.
What I really like about what 'Adot' has done with the poster above is that they try to show that words can fix problems such as wars. This is what I really like about these posters and they've used things you use to talk with combined with weapons to illustrate this. In my opinion this would definitely work with a target audience of 18-25 year olds because it is very eye catching and has a big impact due to imagery being used. I personally really like these posters as I feel they speak for themselves and are even understandable with there being no slogan. On the other I feel like these posters would look much more aesthetically pleasing if they did not have the two colour differences on each side and looked more like just one object.
I feel as the poster above would be seen in an urban area and that it would not connect well to a whole wide audience.
I personally really like the poster above because it has such a simplistic feel but is very effective due the tape being on the persons mouth rather on the top or bottom of the poster. Also it being attached to a tree also gives it more of a impact because it feels as if the person is tied up and can not talk or express himself, which relates back to the freedom of speech concept.
Below is an image of a zip on someones mouth I like the way that it is done but I feel that generally speaking the strategy around having something around peoples mouths and not really making it a trend which could for example be a filter for people.
When thinking about doing something for this project I felt like doing something interactive for the digital aspect of my campaign because I have a interest in it and at the same time I know it would also work with the target audience I am targeting which is 18-25. Also I realised that a lot of people in this target audience are more likely to be part of an experience.
Research in to interactive advertisements:
The interactive billboard above is for a new flavour of Magnum ice cream. What happens when you go to the screen is that it basically tracks your face and you can then eat the ice cream by moving around pretending to bite different bits of the ice cream of. What I like about this is is that it is more memorable than just having a static billboard and it also gets people engaged and it also adds peoples images of them biting the ice cream on Magnums Facebook page. Also according to http://julianschuchard.com/portfolio/magnum/ "It was the world’s first facial recognition interactive billboard and generated a lot of press coverage."
The image below is from:
http://adsoftheworld.com/media/outdoor/asss_bring_the_billboard_to_life
The interactive billboard above is created by, 'ASSS' and it's called, "Bring The Billboard To Life" where you have to place your hands on the person on the screen to try bring him back to life. SO it basically gave the public a little experience and feeling that they can save a life. I feel like this interactive billboard works well in grabbing peoples attention and getting them to press their hands on the screen to see a heart beat. On the other I feel like this could of been done much better in the sense that not only will you see the heartbeat on the monitor come back to life but you could also see the man slightly move when you push your hands on him or when you press on him a couple times you see his eyes open and he comes back to life. I know that docent seem like it is a big change but in my opinion the more realistic you make it the more of an impact it will have on a person. Which would also make the interaction with the billboard more memorable.
Quotes below are from:
https://www.creativereview.co.uk/cr-blog/2012/may/interactive-billboard-asks-viewers-to-drag-him-away/
"Interactive billboard asks viewers to ‘drag him away’
The National Centre for Domestic Violence has placed an interactive billboard at Euston Station in London which encourages onlookers to use their phones to drag an abusive man away from his partner…"
"The campaign, created by JWT London, features a man violently admonishing his partner on a screen in the station concourse. Viewers are encouraged to visit a website featured on the billboard via their phones, where they can then swipe the screen to drag the man away. This action is reflected in the station, with the man shown being moved across adjacent billboards, while messages encouraging people to report domestic violence appear."
I personally really like what The National Centre for Domestic Violence has done because it involves people doing something where they feel like they are making a change there on the spot. But not only that I feel like the placement of the digital billboard was great to because it was in a busy train station where people have nothing much to do and are waiting for a train which is why it is a great time to grab peoples attention and create awareness.
A social experimentI found which I thought was very interesting
I then researched in to social experiments which I thought could help me with this idea.
A social experimentI found which I thought was very interesting
I then researched in to social experiments which I thought could help me with this idea.
I then looked at this video which made me think of a way of attracting 18-25 year olds because as we all know from the brief and in general most people aged around 18 to 25 all love looking for a bargain as they're probably in university or just starting their jobs. What I really like about this machine is the fact that it kind of tricks you to go and buy the t-shirt but then by using a guilt trick it makes you not want to buy the t-shirt anymore and just donate the money instead. Which as you can see in this video everyone donates the money instead.
Simple campaigns, which created a big impact:
AlS ice bucket challenge
http://www.bbc.co.uk/news/magazine-29013707:
“The format is simple - somebody
has water, often full of ice cubes, dumped over their head. They then nominate
people they know to undertake the same challenge.
There have been in excess of 2.4
million ice bucket-related videos posted on Facebook, and 28 million people
have uploaded, commented on or liked ice bucket-related posts.”
On image sharing website Instagram
there have been 3.7 million videos uploaded with the hashtags
#ALSicebucketchallenge and #icebucketchallenge. Justin Bieber's has been the
most popular - with about one million "likes".
The stunt is typically intended to
raise money and awareness for the Amyotrophic Lateral Sclerosis (ALS)
Association. Its British equivalent, the Motor Neurone Disease Association, has
also benefited.
From 29 July to 28 August this year
ALS received $98.2m - compared with $2.7m donated during the same period last
year.
Pre-ice bucket, the MND Association
would receive on average £200,000 a week in donations. From 22 to 29 August, it
received £2.7m.”
As you can see this simple task
that people did created so much awareness that even celebrities were doing it
and people all around the world. As you can also see from the statistics above
you can see that it created so much awareness and made so much money.
We also have the no make up selfie:
http://www.theguardian.com/society/2014/mar/25/no-makeup-selfies-cancer-charity:
“Women posting bare-faced selfies online have helped a leading
cancer charity raise more than £8m in six days – despite thousands of pounds
being donated to Unicef by mistake.
The craze has seen soaring numbers of women
posting pictures of themselves wearing no makeup on social media sites and
nominating their friends to do the same.
Cancer Research UK, which did not start the
campaign, said the #nomakeupselfie trend had resulted in an unprecedented
increase in donations.”
There was also the French flag
filter, which you could use on Facebook, which many people used. This also
became a viral thing and many people used it to create awareness on what was
happening in France.
“In the wake of the Paris attacks yesterday,
Facebook has been quick to
surface some of its tools to help users alert their friends and family
of their safety. Now, everyone around the world can also show
support by adding a French flag filter to
their profile photos.
The filter is similar to what Facebook offered when same sex marriage became
legal in the United States. You can set the filter to expire in a number of
durations – one hour, one day, a week or more. The option is available on
mobile and the Web.”
We also have things like the ‘Is it blue or gold dress which
went viral online which the company ‘Tide’ then used to their advantage.
As you can see theses are some celebraties even tweeting about it which also cause a huge impact because all their fans are actually wondering whats going on and it just gets shared and shared.
IDEAS
Other ideas
Idea
Walking past a digital poster or just a poster which uses sound and make it play muffled voices which you cant really understand what they're saying and then once someone gets close to it, it will show a person trying to speak with tape on their mouth but in the dark so its not very clear but then it gets clearer and clearer.
Idea
Seeing someone trying to speak but it is on mute and you can't hear what they're saying.
Idea
Poster which scans your face and then puts your face on screen suffering or face swapped could be getting tittered or so many more things like not being able to talk with a white band on your face. Poster could be with mirror
Could even use holograms
Idea
Person talks but everyone is ignoring the video as she is trying to talk (freedom of speech)
Can't hear the person
Can't hear even though she's slamming the screen
Idea
Qr codes technology
Make people scan code which could be scattered everywhere and then a quote can pop up or an image, which relates to freedom of speech.
Idea
Facial recognition puts you in that situation when looking at screen
Idea
Narrated video which talks to people who walk past asking for help or illustrating help
Idea
Look in to mirror/video which puts you in a situation which you can walk around in as a ghost or not a ghost and you can see what's going on.
So the idea I decided to stick with was was to use to a simple piece of tape to create awareness on freedom of speech. On the tape it would say, 'LET ME SPEAK' which would basically be the hash tag of the campaign. What I first decided to work on was the digital aspect of this campaign.
So the digital would be a tape which would suddenly attach to your mouth and not letting you be able to see your mouth even when you move around because it would track your face and follow your face which would give the person an experience of not being able to talk.
Image of tape I decided to use:
http://www.vitamindcouncil.org/wp-content/uploads/2012/01/duct-tape-graph-1024x759.jpg
I took the longest strip of tape at the far right of the image above
I then created a quick mock up to see what my digital billboard could look like
Obviously I am not happy about the outcome of the image above but this was just an experiment.
I then decided to take pictures of two of my friends so I can use it as the digital billboard.
Below are a range of the images I took:
The reason why there is some pictures of both the back of my friends is because my aim was to clipping mask it afterwards to use it as a part of the mockups to make my digital billboard look more realistic.
Screenshots of process
The reason the logo is towards the bottom right corner is because in their brand book that is where their preferred spot is.
As you can see obviously I wanted to also make it look like someone was actually there that is why I decided to take pictures of my friends back as well and then clipping mask it and put him there to make it more realistic.
(Obviously he is not in the right spot in these pictures but this is just to show him there for now)
I then worked on the screen where it would give you the option to support your right to the freedom of speech, so you would basically have the option of uploading your image straight from the billboard or not uploading it at all.
As you can see there is also a QR code there which people can you to find out more about the freedom of speech.
These images are in a different location to see if the background works better and I also used another friend in this with a different background also, to see what works better and just to experiment.
After creating my digital poster I wanted to do the social media aspect of my campaign. What I thought would be great to use was Snapchat. The reason why is because on Snapchat you get different filters which you can use which people send snaps such as images or videos to each other all the time especially people who are between the ages of 18-25 this is why it would be a great source to use. The filter I would then create would be the 'LET ME SPEAK' tape. This is a great idea in my opinion because it keeps everything consistent throughout the different medians.
SNAPCHAT FILTER BELOW
I then decided to work on the print version of this campaign which was a little hard to think about but I then came up with a simple idea which I believe works with everything and would also help create more awareness as more people would want to be apart of it.
This idea is also in my sketchbook which I have scanned on as you can see in the scanned images above.
The idea is to basically have thumbnail images of the pictures which are taken through the digital billboard/snapchat/app I am planning to create also which lets you take pictures with the filter which lets you immediately upload as well. Whilst all the images get uploaded they all get sent to different posters/brochures as well and will be displayed on digital posters to. 18 to 15 year olds would love seeing their picture on the street or in the public as they find it cool and it all helps a good cause to.
I then decide to collect 27 pictures of close ups of peoples faces. They were told that there pictures were going to be used for a project and they were ok with it.
The only main problem I had when collecting the pictures were I could not get all the people in certain specific locations as some of them would come from digital billboards. But other than that I feel the pictures were all good quality.
(Gridding the images trying to get them to be all the same size and adding the 'LET ME SPEAK' tape on their faces)
The slogans I thought about using were:
Take part in creating awareness
Create awareness now
Create awareness today
At this stage in my designs I decided to go with Take part in creating awareness because that is what my whole thing is about and I feel it works well with their brand ethos which is taking injustice personally)
After reading the brand book again and researching more in to previous adverts that they have done I realised that changing the colour of the tape to yellow would make more sense. Not only would it make the tape more recognizable to the brand due to the colour but as you see below, "Add impact and to draw attention to the key messages in our communications. We use it to ensure our voice is always heard." This is why in my opinion it makes complete sense for me to change the colour of the tape to yellow because I want to ensure everyones voice is heard with this campaign also.
What I decided to do was to change it to the colour yellow but with an opacity of 75% overlaid on top of the tape. This was because it still made the tape look realistic and still showed the tape in some detail making it more believable which also gave it a nice aesthetic appeal.
After adding the yellow tape on all the faces I felt like it worked better and made it also more aesthetically pleasing, eye catching and more loud and out there which people can notice clearly and as I said before it also helps make it more recognizable to the Amnesty brand.
I also have another 2 posters which are more thumbnails of people which are below. The reason I decided to keep it with just more posters of thumbnails is because it is from all the 'LET ME SPEAK' selfies people have taken either on the digital billboard or on Snapchat or even the app.
The reason the poster below has a different slogan is because I just wanted to see what it would look like on the poster. And to be honest I feel like the using less words creates more of a dramatic affect and I feel, "CREATE AWARENESS TODAY" also looks better on the poster to. So I am going to change it to 'CREATE AWARENESS TODAY' for now.
When finishing my posters I decided to do them again because I knew the slogan would look better in one line and the QR code was way to big.
As you can see the posters are a lot more aesthetically pleasing now. As I have got the pictures to be the exact same size and the QR codes are not huge anymore and fit well with everything.
After doing these posters I also realised that these posters would work great as flyers also. I looked everywhere online but I didn't seem to find any good templates for flyers. So I decided to print my own versions at an a5 size with a high weight paper also to make it a realistic flyer.
I then realised that since I was making an a5 version I had to change the size of the QR code again and make it bigger than what it was because now it would be on a much smaller paper size.
I then wanted to use my flyers on a mockup but I could not find any that were aesthetically pleasing and would suit how I want my flyers to be shown. This is why I decided to print around 15 copies of each flyer so in total 45 and picture them as if they were on a table or being handed out.
After realising that the QR code size was such a huge factor I decided to also change the size on the digital poster as I wanted it to be as realistic as possible.
Snapchat in yellow tape
INFO ON QR CODE AN APP
After doing that I decided to work on the app. The app would flow well with the whole campaign and also be apart of what happens when you scan the QR code on the posters and flyers.
When you scan the QR code on the digital billboard it would direct you to the app where you would get information on freedom of speech.
And when you scan the QR code on the posters and brochures it would direct you to the app and if you do not choose to download the app then you can be taken straight to the website.
I wanted the app to have 3 different categories:
1) Which would give you information on freedom of speech.
2) Give you the location of the nearest digital billboard where you can scan your face.
3) Take you straight to Snapchat where you would be able to use the filter to take your selfie.
(Different experiments below)
Below are there pantone colours which I decided to use for the app as you can see below.
Locations for the digital billboard.
I changed it to the bottom one as the tape in this one is yellow.
If you click, "More info on freedom of speech" you will be directed to this page in their website.
As you can see below this is a simple template I made for taking your own LET ME SPEAK SELFIE STRAIGHT FROM THE APP.
Snapchat link from the app.
Outdoor pics
In conclusion I feel like this project went well and the idea is something which works well with the brand ethos which is taking injustice personally because I'm giving all the people an experience of not letting people talk. Also I feel that this concept would become viral and create a lot of awareness for Amnesty at the target audience which is 18-25.
