Some more PSA's

Online Resources (PSA)

Some 2012 trends in culture...

• Texting while driving
• http://www.youtube.com/watch?v=R0LCmStIw9E (Has gotten a lot of hype recently because it is very graphic and just bottom-line, factual) - UK
• Dating Abuse Prevention
• http://bcove.me/cpbvh5o6 
• Autism awareness
• energy efficiency

Also, check out the classics! http://www.adcouncil.org/Our-Work/The-Classics

If you spend all of the rest of the afternoon reading / watching videos from the ad council site, that is OK. There is so much stuff here! http://www.adcouncil.org/Our-Work

http://willsherwood.com/success-ideas/30-best-and-creative-public-service-ads/

Try to find an array of examples that target different audiences, age groups, etc. Also, while you are researching, try to find a variety of implementation techniques like video, vs. animation vs. kinetic type.

The PSA (Public Service Announcement)

  

http://www.adcouncil.org/default.aspx?id=15

The PSA Mission
Our mission is to identify a select number of significant public issues and stimulate action on those issues through communications programs that make a measurable difference in our society.

To that end, the Ad Council marshals volunteer talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to create awareness, foster understanding and motivate action.
The Ad Council is the nation’s largest producer of public service advertisements and our mission is quite simple: to address the most pressing social issues of the day. Whether it was polio in the ‘50s, racial discrimination in the ‘60s, pollution in the ‘70s, AIDS in the 80s, recycling in the ‘90s, or today’s obesity epidemic, the Ad Council’s docket has evolved to address our country’s every changing needs. Today, our campaigns address energy efficiency, internet safety, financial literacy, youth reckless driving, cyberbullying and autism awareness, to name just a few.

We have approximately 50 campaigns on our docket at any given time. The issues we address can broadly be categorized under the following topics (examples of each are included):

* Education: Lifelong Literacy, High School Drop Out Prevention
* Health: Obesity Prevention, Anti-Steroids
* Safety: Cyberbullying, Online Sexual Exploitation
* Environment: Ocean Awareness
* Community: Adoption, Fatherhood Involvement

Another way we categorize our campaigns is by target audience. For example, we have campaigns that target:

* Teens: Teen Dating Violence
* Tweens (grades 4-6): Energy Efficiency, Inspiring Invention
* Parents: Nutrition Education, Booster Seat Education
* African-American community: College Access, Stroke Awareness
* Hispanic community: Diabetes Management
* General Public: Financial Literacy, Predatory Lending

* Adoption
* Clinton Bush Haiti Fund
* Community Engagement
* Disability Awareness
* Energy Efficiency
* Fatherhood Involvement
* Foreclosure Prevention
* Haiti Disaster Relief
* Hunger Prevention
* Making Home Affordable - Foreclosure Prevention
* Mentoring
* Re-connecting Kids With Nature
* The Shelter Pet Project
* Think Before You Speak

Education Education

* College Access
* Early Childhood Development
* Financial Literacy - General Market
* GED® Achievement
* High School Dropout Prevention
* Hispanic Parental Engagement
* Lifelong Literacy
* Supporting Minority Education

Health & Safety Health & Safety

* Autism Awareness
* Booster Seat Education
* Campaign for Mental Health Recovery
* Campaign for Mental Health Recovery - Multicultural Effort
* Child Passenger Safety
* Childhood Asthma
* Drunk Driving Prevention
* Emergency Preparedness
* Emergency Preparedness - Business
* Emergency Preparedness - New York
* Fight Arthritis Pain
* Flu Prevention
* Food Safety Education
* Gulf Oil Spill Distress
* Hands-Only CPR
* Hispanic Patient Involvement
* Lead Poisoning Prevention
* Let's Move! - Parents & Caregivers
* Let's Move! - Youth
* Men's Preventive Health
* Newborn and Child Survival
* Patient Involvement
* Stroke Awareness
* Teen Dating Violence Prevention
* Teen Suicide Prevention
* Treatment Options Awareness
* Veteran Support
* Wildfire Prevention
* Youth Reckless Driving Prevention

Draplin Lecture at Brooks Museum

I have arranged with the Brooks Museum for a discounted admission for the Aaron Draplin lectures this Thursday and Friday. I realize this conflicts with our own Visiting Artist Lecture Series to which alumnus Matthew Robbins will speak— which is most encouraged. However, there is the option for Mr. Draplin on Friday. While there is no actual student entrance pricing, the Brooks has kindly offered the member's level admission [$12 for the Thursday evening lecture and $8 for the Friday morning lecture] to Memphis College of Art students. If they purchase tickets online, they must enter code "MCA" when it asks for their member

Sketching 3D

Today you will spend about 45minutes visualizing your 3D packaging, mailer, leave-behind advertising piece. If you are unsure what the final piece will be, this is OK. Visualize a few ideas and the class can help narrow down your choices.

Objectives:
1. Draw 3D forms to visually explain what you are imagining for your "pick your own" advertising piece. Your sketches should inform and educate about your design plan without any verbal explanations.

Process:
1. Use paper / pens to draw ideas. You may include multiple drawings on each page to show different angles or perhaps a step-by-step drawing. However, think about composition and try not to over-crowd page.
2. You may use symbols like arrows or numbers to describe but not words.

Some things to think about:
1. Add some line weight to improve details.
2. Add a splash of color to enhance drawing.

Materials: 8.5''x11'' copy paper, pens, pencils, markers, etc.

Desk Crit @ 5:20pm
Include final pieces in process book. Scan work and save into project folder.

Some online examples:

In-Progress Campaign Presentations

Students were tasked with preparing presentations that included 3 different advertisement campaigns. Each campaign had to tell a different story through line, image, and body copy. Each campaign had to have a different message.

The recipients of the presentations were tasked to act as collegues that would finalize direction for designer. Each student had to give their "2-cents" about the ads and then come to a final decision together.

It turned out to be a really fun way to refine direction and *I think* the students enjoyed the process. (Feel free to correct me if I'm wrong participants).

Here are some photos from the day.

The Story Behind the Ad

We've talked a lot about what advertising is, how it can be presented (types of advertising) and common themes used to communicate positioning.

Today, I'd like to discuss the process before the process of creating ads. This is the behind-the-scenes stuff that creatives sometimes like to skip.

This is the stuff that makes the ads work and without it, you're campaign may very likely fail.

1. Determine your target market
1. The more specific your target, the easier it is to reach this target. Things to consider: gender, age, ethnicity, professions, demographics, psychographics (the study of personality, values, attitdues, interests, and lifestyles), communities, etc.
2. Create a persona example
2. Market Research: Primary research (i.e., qualitative research) is typically more effective for creative. You can supplement secondary research (i.e., quantitative research like statistical information or online research).
1. Interviews
1. Including direct quotes from your target audience is extremely helpful. Sometimes your positioning statement can come directly from your test group. 
2. Focus Groups
3. Market Immersion, etc.
3. Identify insights from research
1. For example, the profound insight that led directly to "got milk"'s strategic plan was "It is always milk and _____. It's never just milk... It's really hard to go 2 weeks without milk"
4. List strategies (Strategic Planning)
1. For example, a strategic plan for the above insight would be. Present milk with cookies, milk with cereal, milk with .... Show disappointment when you don't have milk with these foods.
5. Focus brand goals / objectives
1. Refine strategic plan. You can assume that you will compose numerous insights & strategies before determining which strategy best suits your brand or service best.
2. Set tone (examples include humor, nostalgia, fear, etc.)
3. What is the desired outcome of your ad?
4. Determine what your audience will think, feel or do
6. Craft a Positioning Statement
1. Be clear and concise. This should be one sentence that identifies the brand's marketing position. This should be narrowed down in your goals and objectives.
7. Creative Brainstorming
1. Verbal / visual synergy (art director + copywriter)
8. Determine types of advertising for campaign (examples include print, OOH (out of home), broadcast, guerrilla advertising)

Excellent Online Template for Writing a Creative Brief: http://www.adcracker.com/brief/Sample_Creative_Brief.htm