Session 6 - Campaign Design

Session Aims:

- Research successful social marketing poster campaigns

- Learn advertising golden rules

- Create a brief for a professional designer

The group were asked to respond to the statement:

“I can create a design brief for a Social Marketing campaign poster”

The red marks represent how the group felt at the start of the session the green shows how they felt by the end.

Using the photography outputs its now time for the group to create some striking campaign posters. Inspired Youth have lined up their favourite designer, SnowGlobe Creative to respond to campaign design briefs set by the group. But first of all, what do we know about Social Marketing? The group studied some examples of campaign work including the NHS anti-smoking campaigns and other such media.

They also got to grips with some facts and figures...

A discussion followed around which campaigns had been memorable and for what reason. A three stage process was introduced to explain how Social Marketing works and how we could use it to achieve our campaign aims...

Using some key principles outlined in Pete Barry's book "The Advertising Concept Book - Think Now, Design Later" (Thames Hudson 2008) We introduced some Golden Rules of Social Marketing Campaigns.

The group then focussed on which themes they felt were most prominent in our campaign so far.

Reflecting on their creative work so far, the golden rules, the examples they'd seen and the project aims; the group got down to crunching through their ideas for a series of campaign posters. The group selected their poster photo and then came up with suggested header and copy lines, along with suggestions for fonts, colour schemes and mood. Projecting the photos onto flip-chart paper enabled the group to see how their proposed ideas could look on a wall. The group pitched in all their ideas together and a series of design briefs were set for SnowGlobe to follow.

During the next session the group will be reviewing the drafts of their posters, making any edits and finalising them for print.