Advertising campaign 'What would your grandma say?':
This project was about creating an unconventional advertising campaign around a societal issue. I chose the (over)use of phones and the internet.
After some research around the subject, I decided to focus this campaign on online privacy and what people post online. It is not a judgment on behaviours, but a reflection on how careful we should be when we post pictures on social media. Research shows that there is a lack of awareness of the long-term impact of information leaks. The target audience does not seem to care much for big companies that access private information, whilst they protect very much their data to the family (parents). I came across the concept of not posting something that you would not want your Grand Mother to see. If big companies can see it, then your Grandma might too!
The Audience:
Even though this campaign may not be allowed in a college (because of the behaviour) this campaign targets people between the age of 16 years old to 26 years old. Young people have been chosen to model these pictures for this purpose, and we can find them in social situation of binge drinking or again in the hyper-sexualisation of young teens (an issue in itself). We could imagine this campaign in a college and in streets where we can see lots of people from this generation. I chose Instagram that is used by this generation, but could have chosen Snapchat too.
Creative choices:
I wanted to experiment on photoshop, especially with cutting out people/animals and putting them into another space. All the pictures are free of copyright. Ideally, the campaign would use pictures directly from a photoshoot, allowing more creativity and flexibility in the scenarios -and maybe more acceptable choices for a campaign in a college!
I invented "B SAFE Foundation" for the purpose of this campaign, a foundation that assists this audience in using internet in safer ways. I did not chose a real organisation as the idea for my campaign did not fit what I wanted to do.
I also thought it would be interesting to make A5 Flyers as this is a campaign that could be distributed hands to hand to people.
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