For this project, we were asked to create an integrated campaign for the National Literacy Trust to encourage people to make a financial donation and/or become active supporters of the charity. Working in Clarks Shoes Ltd I have seen that the characterisation of a product or service can have extraordinary effects when hitting a target audience; we are often bombarded with ads that tell us ‘donate 2 pounds a month to save little Billy from starving’, and I think that although we all share compassion for the needs advertised, we have become somewhat numb to this approach. Clarks Shoes Ltd use ‘Jack Nano’ and ‘Daisy’ as the faces of their children’s shoes – despite the fact that the shoes that they sell for children are simply black, leather shoes children seems to flock to buy them simply for ‘Jack Nano’ or ‘Daisy’.
Knowing this, I thought about possible characterisation of the NLT (National Literacy Trust) campaign with Prof. van Tu-Reid (a play of phonetics, Prof. ‘want to-read’) or suchlike but nothing was quirky, effective or original enough to stick. Seeing that the NLT had used Postman Pat and The Gruffalo recently, I decided it best to use characters with a heritage and noticeable appearance so they would be instantly recognisable by viewers. The book characters that I felt had the most influence were The Gruffalo, Where The Wild Things Are, Horrid Henry, and The Very Hungry Caterpillar; drawing these characters with my own style would make the campaign feel more complete and clear.
It is often mistaken that Literacy means reading, when in fact Literacy encompasses reading, writing, listening and speaking. For this reason, I decided to use a series of four characters to appeal to all of these disciplines; The Gruffalo would relay facts about reading, Wild Things speaking, The Caterpillar writing, and Horrid Henry listening.
The Gruffalo poster is but one in the series, just an example of how the series may look. To follow up these posters, the NLT would put a series of four clubs forward, with the book characters being the figureheads for their respective club disciplines. Once children are successful in these clubs they will earn the reward of a badge that they can wear as a medal of their achievement. Three badges for each club; these badges would have statements that relate to their discipline – they would be a medal for the wearer, and would spread a message through their statement.
In conclusion of the project, I feel that I have produced a successful, integrated campaign that I’m proud of. I believe that my illustration is strong and the overall message is clear; if I was to do it again however, I would spend more time perhaps on simplifying my design – I had a play around with structure and simplicity but perhaps if I had this in mind at the beginning of the project it would have been easier to amend. By the end of the first year I’d really like to dip my toes into other methods of communication, already I’ve tried folding techniques, illustration, advertising, and printmaking, but I’d quite like to try my hand at motion graphics and abstract typography. I’m really enjoying the course, and I’m already excited about starting the next unit!
I’m currently in the process of creating an illustrative advertisement for the National Literacy Trust to promote their cause; it is because of this that I’m looking into other advertisements that have accomplished a positive, illustrative feel.
ZyXEL in early 2009 unveiled their new campaign to raise awareness of their new WiFi routers. The campaign consisted of two advertisements showing a middle-aged gentleman; in one ad he had just woken up (showing the benefits of working from home) and in the other he was tripping over his internet cable (showing the chaos that ensues from not having wireless set up in the home). The reason that I have pinpointed these two adverts is because they are so beautifully illustrated. The ads give a clear message through the illustration; they are clear, positive, relatable and funny. I should try and incorporate these themes into my advertisement – as this campaign is very successful in its communication, which is of course that which I hope to achieve through mine.
National Literacy Trust - take three My idea was to re-enact and mimic a note / diary made to parents from their children. In this instance, that of an elder daughter speaking out of an insecurity of her younger sister. I wanted the typography on the notepad to look digital, yet natural. The phrase I chose implies two meanings of the inability to share insecurities, but also to write them on paper. I chose the scrunched up paper beneath (as well it’s colour) to provide a striking contrast between what the eye should and shouldn’t directly see. I originally used my own handwriting, but as I was editing the main photo’s levels, curves and exposure, the text itself began to fade and become unreadable. Throughout the edit I got to grips with the clone tool as it was suggested that I extend the piece to fit proportionally to A3 for a better layout. I decided to just use the icons of Facebook and Twitter as to not clutter the piece with further text as it would be assumed that the viewer would understand how to search and like, add or follow etc. With the viewer in mind, I thought it could raise further awareness by adding factual information and be integrated within the final piece, leading to the idea of tags, sticky notes seen beneath the notepad.
National Literacy Trust - take one A little piece that I’m working on for an advertisement brief, promoting donations for individuals who can’t / haven’t learnt to read or write. This one here is more for the adult audience with reference to children (girls). It can be extended and rewritten with different colours for that of boys. It will be integrated in an awareness poster with the aim of being in a bus shelter.