Children In Need Brief By Mitchell, Martin, Stockwell

& Gardiner

Module:Account Planning

IN A NUTSHELL:In order to get schools working we need to inspire them, they need motivation. So we need to keep it simple and fun, Let them know what they need to be doing and put them to work. Lets get those kids competitive about which school is going to raise the most but ensure they all doing their bit by wearing the badge or the bow!

Deadline:15th December 2010

Seminar A Group 1

Yazmin Mitchell – i7938121Paul Martin - i7985738Sam Stockwell – i798395Ben Gardiner - i7807045

Children in Need (C.I.N) is a UK charity established in 1980 that is backed and organised by the BBC. During its lifetime £500 million has been raised for under privileged children in the UK. Despite the size and wide spread recognition of their work, in recent years they have struggled to interact with secondary schools, leading to a decrease in funds raised. This audience represents a large proportion of the potential fundraisers.

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WHAT’S THIS PROJECT ABOUT?

WHAT’S THE POINT?

The client wants to see children wearing spots supporting C.I.N and being proud of it. Let’s get them interested and excited about the brand so they’ll get and stay involved. They require a noticeable increase in funds raised by secondary school kids aged 11-16 in the 2011 appeal. WHO ARE WE SPEAKING TO?

Our target: the notoriously awkward teenager. They're messy, sulky, X factor watching, Facebook addicts; but are they really

as awkward as they seem? We’re speaking to kids in schools, most enjoy being there, even if don’t they admit it. Kids get involved with their friends in all kinds

of competitions. but they’re just like the rest of us and want to be taken seriously. What do nearly all kids love? Competition.

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Will it work?

SERIOUSLYfun

We need to stress that fundraising can be fun, it just depends on what and how your doing it. The tag line ‘Seriously Fun’ will hopefully cement the idea that while it will be for a serious cause it can still be fun.

What was the best part of school competitions...

Beating your rival school or house team! That’s the

focus of our campaign.

We need to stress that fundraising can be fun, it just depends on what and how your doing it. The tag line ‘Seriously Fun’ will hopefully cement the idea that while it will be for a serious cause it can still be fun.

WHO WOULDN’T BE RELATABLE

Terry Wogan:

• A national treasure

• Semi Retired

• Attractive to an older demographic

• Grand-father figure

• Not youthful enough

WHAT DO WE WANT THEM TO THINK/FEEL/DO?

HOW ARE OUR COMPETITORS DEALING WITH IT?

HOW CAN WEREACH THEM?

We need kids to see C.I.N in a new light; Pudsey has to represent something cool. When our target audience sees the brand, we need them to feel inspired to get involved; become creative with ideas and persuade their teachers to support them . Kids should look forward to fundraising and interacting with the brand rather than dreading sitting behind a cake stand for hours. We all remember non-uniform day and how exciting it was. Let’s try to capture and spread that across the whole fundraising experience.

Cheryl Cole:

• Humorous

• Young

• Responsible

• Stylish

• Cool

Sport relief are able to communicate more effectively with the age group, due to sports being seen as more entertaining than conventional fundraisers. Sports relief has some big celebrity endorsers, such as Rio Ferdinand and David Beckham, who they use to great effect. We have our own celebrity endorsers: Cheryl Cole and Lewis Hamilton, so lets make them work for us. Our inter-schools competitions will let us take advantage of this love of sports amongst other things.

WHAT’S THE RIGHT WAY TO SAY IT

• The Bus - most common form of transport for secondary school children. 6 page bus stop prints and bus wraps must be a serious consideration.

• For those that catch the train or tube, interior panels could be used

• Integrated iPlayer adverts in targeted programmes such a Dr Who, Eastenders, Russel Howard’s Good News.

• Targeted Facebook Adverts will allow us to contact school children and charity ambassadors directly.

HOW WILL WE KNOW IF OUR IDEAS HAVE WORKED?

A.O.B?

BY WHEN?

We will be able to gauge how successful the new strategy has been after the first years telethon. The overall total of money raised should have increased and most obviously, secondary schools participation and donation should have risen by a discernable margin. A rise in fundraiser pack downloads should also be visible as well an increasing in merchandise sales.

CREATIVE STARTERS. MUST HAVE’S?

WHAT MAKES US DIFFERENT?

£????

£ ????

Hand In

29/12/2010

Children in Need IS a strong brand and Pudsey is an integral part of that. All advertising should therefore include Pudsey and his spots although they SHOULD NOT be the focus of advertising directed at this age range.

Unlike a lot of competitors, we raise money exclusively for the children on Britain. C.I.N is a UK charity that is proud to be helping the children of our own nation. It would appear that over recent years this message has been lost. They could be helping someone just down the road or in the next village but we need to ensure people know that.

1. For all print adverts we can combine the cartoon aspect of Pudsey with real shots of school competitions. A mash of cartoon and reality will keep us on brand but won’t seem so childish.

2. Adverts could feature an animated Pudsey bear taking part in competitions with children. Most people love animations, not everyone loves a man in a Pudsey costume.

Creative Brief Word Count - 932

Unlike a lot of competitors, we raise money exclusively for the children of Britain. C.I.N is a UK charity that is proud to be helping the children of our own nation. It would appear that over recent years this message has been lost. They could be helping someone just down the road or in the next village but we need to ensure people know that.