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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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CREATIVE CAMPAIGNING
&The Brief
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
So what is a campaign?
Communicating a message
Getting people to do something
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’?
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
Decide how you want to channel your creative concepts
TV
Radio
Online
Word of Mouth
Outdoor
PressMobile
Ambient
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
YOUR BRIEF TODAY
Hiran AdhiaCreative Associate
Youth Media Agency
How do you think young people are portrayed in the media?
#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
#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
#Presschange4youth
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
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.....!!!