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CREATIVE CAMPAIGNING & The Brief

The Youth Media Agency: Creative media campaigns

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The Youth Media Agency are currently campaigning to redress the negativity towards young people in the media. This presentation introduced a workshop at Emergency Exit Art's "We are the Future" symposium on 21st April 2012. The workshop was designed to consult young people about creative ways to campaign for their current Press Change for Youth campaign.

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Page 1: The Youth Media Agency: Creative media campaigns

CREATIVE CAMPAIGNING

&The Brief

Page 2: The Youth Media Agency: Creative media campaigns

Who are Youth Media Agency?• Directory of 300 youth media organisations in

the UK to launch in July 2012• Giving young people opportunities to get

involved in media ie films, journalism• Pathway to youth media • Media Training for youth organisations • Get positive youth stories in Press• Leading campaign #presschange4youth

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So what is a campaign?

Communicating a message

Getting people to do something

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Understanding the brief

Why are we communicating?

What are the opportunities/ barriers?

Do we know what kind of channelwe will use?

Who are we talking to?

What do we want to achieve?

What is thebackground or ‘story’?

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Understand your audienceAge

Gender

What websites do they visit?

Where they live

What brands do they buy

Attitude to the product

What they like/ dislike

How they think/ feel

How they act

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Decide how you want to channel your creative concepts

TV

Radio

Online

Word of Mouth

Outdoor

PressMobile

Ambient

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Understand how your message fits with your audience

YouTube is the best and only way to listen to music

Don’t miss anything you’re friends are up toMusic is my life

I’m like soooooooo the girl who knows everything

Yeah but no but yeah but no but Iike yeah !!! Cheap and satisfying food

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YOUR BRIEF TODAY

Hiran AdhiaCreative Associate

Youth Media Agency

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How do you think young people are portrayed in the media?

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#presschange4youth Background

• Sick, Feral, yob, monsters, evil, scum, heartless• 76% of media is negative around young people• 68% of young people said that they would

complain if it was easier• 16% of young people say they want to live up

to the stereotype

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#presschange4youth

• Submission to Leveson Inquiry• Fair press and accessible complaints process

for young people• 86 orgs supporting • 2000 tweets• Only 140 signed the petition• Over 200 people photos with statement• Little media coverage – Guardian, London BBC, Reprezent

Radio

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#Presschange4youth

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Your brief, your challenge3 Aims: 1. To get young people across the UK to show support for the

campaign #presschange4youth - Media Day2. To get 100,000 young people to sign petition 3. To get 10,000 young people to be active online

Background: 76% of stories about young people are negativeMessage: Showing support for #presschange4youth is coolAudience: Young people 14 - 21Platforms: Online & Ambient

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Pitch must include....

• Working in Agency Teams with facilitator• 30 mins• Brainstorm ideas on the brief – just go for it!• Decide your 3 strongest ideas• Prepare a 1 minute pitch - make it creative• You will then vote for the ones you like best!

Phew.....!!!