Creative Components
Creative Components
by Matt Kirsch
As the Creative Director of Blue Dog, I took into consideration many different factors for this Abuse Awareness Campaign. Because the theme of this campaign was fairly private, are job was to make known the true life problems dealing with abuse at Allegheny College.
Our billboard part of the campaign would attract many of the coming and going
college students throughout the summer. It would consist of four billboards
about 50 feet from each other along I-79. I decided to go with the background
color of black because it would not fade as much with constant sun. White
lettering is also going to be used so that it will be extremely different
and visible. At night two large lights will be placed so that the billboards
will be lit up. The first billboard will be used to attract attention. It
will be a graphic picture of abuse. Underneath the picture, the national hotline
for abuse is shown. The second billboard says, " Abuse, not that appealing
is it?" This keeps the viewers attention and makes them ask themselves
that question. The third billboard contains no pictures and states a statistic
about abuse. This provides the viewer with a fact, and then the final billboard
gives them the option to call. We ask the abused to get help, and we give
them the national hotline so that help is an attainable option.
The newspaper ads would run from September to April and would be set up fairly
similar as the billboards. September's ad would be set up to grab the attention
of the viewer by placing a fairly graphic picture in black and white. Each
ad will tell the date of the next ad so that the viewer can follow them like
they would a story. October's newspaper ad would give the definition of abuse
whether it was physical, verbal or sexual. This would provide the factual
information for those people who are aware of the definition of types of abuse.
November's ad will focus on a topic that does not receive much press, which
is male abuse. It will show a picture of male abuse, which will surprise the
audience, and then a fact will be stated to back the picture up. The campaign
will skip the months of December and January because most students will not
be on campus at this time. It will pick back up in February and will focus
on Female abuse. Because this type of abuse is most widely known, this month
will be the most important for us. This ad will feature the same layout as
the others so that people will be able to recognize it. This ad will feature
a graphic picture supported by several facts. As we near the end of the campaign
March's ad will feature numerous numbers and websites for those involved in
an abusive relationship to go and get help. Finally April's ad will suggest
options after abuse. This section will have ideas from people who have been
abused and the options they took to get their life back.
Our agency is also proud to help set up and sponsor a 5 k walk through Meadville
Flyers will state the date, time and location of the start of the walk, as
well as a list of sponsors that will appear on the back of t- shirts that
will be handed out at the event. This event will help to get the community
involved in our effort to forward information about the cause. Flyers will
also be created for the concert, which will be held at the end of the year.
They will look similar to the 5 k walk and will be focused on providing the
information about when and where the concert will be held.
The radio ad will focus on the verbal abuse in our campaign. This ad will
air on WARC and was specifically written to involve the audience in a spoken
argument between a couple. At the end of the argument the audience is provided
with the specific information needed to seek help, as well as the national
hotline for abuse.
Each member of the agency has added his/ her creative ideas into the campaign,
which makes it successful on many levels. The diversity of our team as well
as the creative and youthful ideas has helped us come up with ideas that will
relate well to generation Y.