Session 7 - Finalising concepts and Pitching to opposite team - 4/5/12

The session started off with both campaigns together because some guests came in to pitch us some concepts for their new website.

Visiting Guests:

We were lucky enough to have been visited from organisation Get Connected. Get Connected are a helpline for young people under the age of 25. They are currently going through a re-branding of their website and are seeking opinions from young people. This was a great opportunity to pick up evaluated skills of whether a brand is connecting with it's target audience. We will be pitching to Get Connected at a later date to get their feedback about our campaigns.

Each campaign group then split into two rooms.
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I am ? campaign:

Update:

Femi, Devlin (music artist) and Shay (from Rebel Dining Society) are in our line-up for interviewing as high profile role models, which is really great news. We now have to wait for them to book in a date with us.

We are going to create a recruitment video using celebrities and other high profile role models to recruit the olders who will be going to speak to the youngers in schools.

Lift pitching:
We played spin the bottle to choose who was pitching to who in a lift scenario. One individual was the celebrity and the other pitches our idea to them.

We discussed the questions that we wanted to ask in the interviews with the high profile role models:
- What makes a role model?
- Do you think that you're a role model? and why?
- What made you choose the path that you did?
- Who is your role model? and why?
- What's been your journey?
- If you could be the priminister for the day, what three things would be your priorities?
- Are you your own boss?

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OD on Knowledge campaign:

Objectives:
- Understand the problems they faced with their project in the last session - Design a new message.
- Brainstorm and complete storyboard.

- Redefining Their Campaign

The participants have concentrated on campaigning about the dangers of Legal Drugs. 

Although not prohibited by drug laws, they can be eXtremely dangerous due to the lack of research and eXperience meaning users are more likely to overdose or not know what they are taking. This topic is very relevant and they are in a great place to talk to their contemporaries who are at most risk. 

Legal highs can be bought from rogue, faceless dealers online; websites are normally disguised as plant feeder sellers or other dubious occupations. The dangers lie in:

1. You do not know who made this.
2. It is too easy to buy online, without the nervousness of meeting someone face to face and being caught.
3. You do not know what is in it, or what it has been cut with. 
4. You do not know the full eXtent to the effects or long term effects 
5. If there are any medical emergencies, the doctors will not be able to test for anything or understand how to treat it. 

The participants want to:

1. Team up with larger drug campaigns such as "Talk to Frank" to provide some coherent, up to date knowledge uploaded by readers. 
2. Outline the risks with urgent news, interviews with police and doctors. 
3. Hold an online glossary of recent drug names and the dangers that come with them. 
4. Produce a humorous animation illustrating the dangers in an entertaining, but urgent way. 

Animation:

What makes a video viral popular? 

Sharability: Humor, shock value and short in length. 

Plan: Frantic animation telling the story of a bedroom teenager who thinks it is a good idea to buy dubious drugs online. The drugs arrive, the teenager gobbles the lot and passes out on on the floor. 

Whats the message? How has it changed? 

"It's too easy" "You don't know the risks" "People have died"

Both groups came back together in one room.

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Other short films and campaigns:

We watched some short films and other campaigns by other young people to help everyone realise how easy it is to get a project wrong, how easy it is to spend a lot of money and not even engage the people you want to and how important a key message is.

We discussed what we all thought the message was for each of the films and agreed that in most of them it wasn't clear, even though there were lots of hints in the film. We agreed it is very easy to get lost in an idea, but ultimately you have to ensure that your audience understand your message or you've lost the battle to have a brilliant campaign.

Pitching:

We finished the session with both groups pitching their campaign to each other to get feedback and see if there were any holes or weaknesses in their ideas. They were encouraged to ask challenging questions and to think about how to make their project as bouyant as possible.