Campaign updates:
Both Iam? and OD on Knowledge campaigns gathered together to catch up on campaign updates.
Gaining a qualification:
We have the opportunity to gain a qualification in project management from all of the work that we have done for our campaigns. The qualification is a Peabody NOCN in Project Management.
Everyone who was interested in working towards the qualification from both campaigns agreed days to meet and work on them.
- I am ? - Mondays - 3-5pm
- OD on Knowledge - Tuesdays - time TBC
Staying Safe website
The overall Staying Safe website is now live and both campaigns are going to have pages on it. This is a great way for everyone to find out about all of the Staying Safe campaigns all in one place.
Watching films
As one big group we all watched the OD on Knowledge film and Be The Change by Iam?
Everyone agreed that both videos looked really great.
OD on Knowledge:
Be The Change - By Iam?
We all split into our seperate campaign groups and discussed our next steps.
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Iam?
Revealing the sweaters
The sweater designs were revealed and everyone was really excited to receive theirs and try it on. Everyone felt that the Peabody and Big Lottery Fund logos should have gone on the back of them, but overall everyone liked them.
What do we want to happen next?
Throwing ideas around
- We should interview the police for our campaign
- Put it somewhere that everyone can see it
- Contact Grime Daily and ask if they can mention Iam? in one of their videos
- Hire the 'Purple Bus' and take our campaign around local estates - we will also be able to show the film on board too
- Go to a festival or an event to promote the campaign
- Talk to people and share it with our friends
- Contact organisations who talk to youth
Suggested organisations to contact
- SB:TV - School friend has a link
- Grime Daily
- Bigga Fish
- Radio stations - Radio 1Xtra, Choice FM
Roles
- Abeana - writing and press releases
- Abdul and Ayub - workshop lesson plan
- Ayun and Ardi - editing
- Peggy, Natalie and Nicole - ringing people up to promote the campaign
Ideas to take our campaign forward
- Presentations at schools
- Sell Iam? jumpers
- We want people to ask us to come to their school
- SB:TV - we want them to play our video
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OD on Knowledge
Accreditation:
We discussed the opportunity to gain accreditation for our campaign. Everyone in OD is interesting in meeting up and working on this.
The final animation:
We discussed the final animation and everyone agreed that they were happy with it. When shown to the whole class, our film got a brilliant response and that it hit its target tone and style really well.
Promo:
We discussed that we need to rearrange our campaign promotion event, as our last event fell through. The organisers didn't want us to hand our wristbands out after all! Everyone was disappointed by this, but it is out of our control and we are now planning to arrange to go to the Boston Arms Music Room. We are currently discussing with the managers whether we can promote our film there, later on in October.
Promotional materials:
We decided that we should get some branded wind breakers made up, as this is a great way for other people to identify our campaign, it's professional and another great way to gain trust from the public during promoting our campaign.
Website:
We discussed what the tone should be and the content, design and functionality for the OD On Knowledge website.
Staying Safe Campaign - Acland Burghley Sixth Form
Acland Burghley Sixth Form, Peabody and Poached Creative have all come together to work on two new 'Staying Safe' campaigns - a role models campaign to prevent young people 11-13 from joining gangs and a campaign to warn 16-25 year olds of the dangers of 'legal' highs. The campaigns will be created during weekly sessions, where participants will gain new skills and have a positive affect on other young people.
Thursday, 11 October 2012
Session 12 - Planning the next steps of our campaigns - 28/9/12
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Wednesday, 20 June 2012
Session 11 - Social Media and further developing - 20/06/12
ODonKnowledge Campaign:
What did we do last session?
What kind of social media?
What is your social media strategy?
What will be on your advertisements?
They will also encourage users to share negative stories from legal drug users and professionals such as doctors and police warning about the effects it can have in the future.
The animator showed the participants a mood board he created with the gist of their ideas he recieved from the last session. The discussed how they would work together in the last few sessions to get this finished.
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I am ? Campaign:
Researched internet 'memes'
Refined, cut down an cut down idea so that it lasts a maXimum of 1 minute.
What do you reckon you’ve
learnt?
Being more organised, being sharper in ideas and developed communication within the group work.
During the session:
Social Media
How can we use social media?
How can we use social media?
The more members of the group involved in social media, the better the campaign will be. It is the easiest way of drawing a wide variety of people to your project. The participants agreed that they will all invite their friends, particularly as their friends are their target audience (16-21)
What kind of social media?
The participants have already set up a Twitter and Facebook group, once the website is live, they will integrate a 'share', 'like' and 'tweet' widget.
What is your social media strategy?
The participants will contact the PR agencies of famous people to follow them and retweet their campaign message. It’s a good cause and reflects well on the celebrity in question.
They will also contact ambassadors of their target audience such as BoilerRoom and Fabric where legal drugs are most taken and popular bloggers to blog about them.
What will be on your advertisements?
The participants plan on taking stills from the animation to showcase at gigs and online.
Meeting the Animator
The animator showed the participants a mood board he created with the gist of their ideas he recieved from the last session. The discussed how they would work together in the last few sessions to get this finished.
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I am ? Campaign:
Objectives
Planning future sessions, Stressing that there is only one session
left. Are the participants ready to go into school assemblies? Are the
participants ready to promote it via social medias?
During the session
With only a few weeks left of the project the particpants were encouraged to aim to be in schools within the neXt few weeks. The problems they face are that school is coming to an end and they have limited time to contact schools to book assemblies.
The participants lowered the age to 15 – 16 year olds and are planning on running an assembly in their own school, Acland Burghley instead of venturing to local schools in North London.
Tuesday, 19 June 2012
Filming Day!
I am ? Campaign
The participants met at Finsbury Park station and went on to their filming location where the actors were already waiting to film the first 2 scenes.
Once arrived at the house, the participants evaluated the rooms and chose the best places for each scene.
The participants each had their own roles which they successfully engaged with. One of the participants was given the role of DoP and worked very well with Oonagh, the videographer, to ensure they got the best possible shot to capture the vibe of their script. Another participant worked together with myself, on learning how to blog and capture the behind the scenes action!
Once the sound engineer arrived, the participants received a good understanding of how sensitive the microphones are and how tactful they had to be sitting in the next room!
The whole process was swiftly done, in a minimal amount of takes and the participants went on to film in their second location for the gang scene.
Monday, 11 June 2012
Session 10 - Planning Filming and Casting - 1/6/12
I am ? campaign:
Introducing Una:In today's session Una came in to work with us on planning our short film. She works as a film maker and she will be shooting our short film - Young Shocks.
Looking through the script:
We went through our script with Una and she gave us some feedback:
- It shows that you will make good film makers
- It's great that you are thinking in shots
- Really impressed
Some of our group worked on changing some of the dialogue in the script so that it looked even better.
Getting the storyboard together:

Discussing actors:
We typed out an advert for a young boy to play our main character, Young Shocks to take around the school and get the teachers to read out at the end of their lesson.
We will be using friends of other members of our group to play our gang members, who we will get to come along on the day of filming.
Filming dates:
We all agreed that we will film during half term week. We will all meet at Finsbury Park Station on Thursday 7 June at 1pm and head off to Nicole's house for filming together.

Finding Young Shocks:
A group of us decided that we would go to the drama department and see if we could find any young people under 15 years old to play Young Shocks. We looked in the class and took a young boy, Corey to one side to do a mini audition. We agreed that he was perfect to play our main character. He will meet us with a shaperone on Thursday 7 June for filming too.
We all agreed that we were really excited to be filming on Thursday and filled in a actor/actress permission form to agree to be filmed.
Update:
FILMING DAY - Thursday 7 June - meeting at Finsbury Park Station at 1pm!
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OD on Knowledge Campaign:
Introducing Animator
The animator had a look at their draft storyboard and worked together on developing, sharpening their current idea.
Developing Ideas
- The participants spoke of showing the actual importing of the drugs, with shots of the drugs being shipped from China etc.
- The participants also agree the animation should include graphic images of the drugs ruining the internal organs of the user, in a humorful way.
- The ideas of using internet memes came from a discussion about their target audience. The participants and the animator researched current memes and how they could implement thiem into the animation.
Session 9 - Pitching To A Creative Agency - 18/5/12
In this session we all travelled to the creative agency, Art and Graft. We had a short time to prepare and then in both of our campaign groups pitched to a panel of creatives.
I am ?
OD on Knowledge
I am ?
OD on Knowledge
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Thursday, 17 May 2012
Session 8 - Finishing Campaign Pre-Production And Pitching - 11/5/12
Introductions
We kicked the session off by being introduced to Lara, who is a creative copywriter and project manager. She will be working to help out with the OD or Knowledge campaign.
Next week, both the I Am and OD On Knowledge groups will be pitching their ideas. So in this session we focused on getting our ideas and presentations ready to impress the panel. We had to make some cut-throat decisions about how to execute the campaigns and decide how to communicate them to the panel in the best light.
We split into our two different campaign groups to work on different elements of our campaign.
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I am ?
We divided up to work on the following areas of our campaign:
- Storyboarding (which will now be shot from 2nd person and not 1st person)
- Locations
- Props
- Script
- Powerpoint presentation for pitching
Storyboarding:
We decided in previous session that we wanted our 'Young Shockz' video to be shot in first person but now feel that it will be more effective if we shoot it in second person. This just means that the camera will be following Young Shockz rather than being him.
Locations:
We discussed the locations that we will need to use for shooting 'Young Shockz'. They are Nicole's House, Street and Peggy's House.
Props:
We discussed what props that we will need for 'Young Shockz'. They are; a football, a baggie (to look like the gang have handed Young Shockz something), posters, a tracksuit and a hat.
Actors/actresses:
We have agreed that we are going to audition for the role of Young Shocks in our school through the drama department.
We are also going to have to find somebody to play a mum and 4 gang members to be in the film, Young Shockz.
To finish up the session we went over any paperwork left unfinished.
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OD on Knowledge
Objectives:
- Tone: The film should be fun and interesting, to educate people and not threaten or scare them. Our favourite example of this was Jide Johnson's explanations.
Budget:
We kicked the session off by being introduced to Lara, who is a creative copywriter and project manager. She will be working to help out with the OD or Knowledge campaign.
Next week, both the I Am and OD On Knowledge groups will be pitching their ideas. So in this session we focused on getting our ideas and presentations ready to impress the panel. We had to make some cut-throat decisions about how to execute the campaigns and decide how to communicate them to the panel in the best light.
We split into our two different campaign groups to work on different elements of our campaign.
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We divided up to work on the following areas of our campaign:
- Storyboarding (which will now be shot from 2nd person and not 1st person)
- Locations
- Props
- Script
- Powerpoint presentation for pitching
Storyboarding:
We decided in previous session that we wanted our 'Young Shockz' video to be shot in first person but now feel that it will be more effective if we shoot it in second person. This just means that the camera will be following Young Shockz rather than being him.
Locations:
We discussed the locations that we will need to use for shooting 'Young Shockz'. They are Nicole's House, Street and Peggy's House.
Props:
We discussed what props that we will need for 'Young Shockz'. They are; a football, a baggie (to look like the gang have handed Young Shockz something), posters, a tracksuit and a hat.
Actors/actresses:
We have agreed that we are going to audition for the role of Young Shocks in our school through the drama department.
We are also going to have to find somebody to play a mum and 4 gang members to be in the film, Young Shockz.
To finish up the session we went over any paperwork left unfinished.
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Objectives:
>Pitch preparation: How do we present ourselves and our ideas
effectively? What impression do we want to give the panel of our group
and our concept?
>Storyboards: Need to be updated and in the best format for use at the pitch
>Pitch arrangements: Need to know where, when and to who
>Review changes to our ideas and agree on a final route.
>Review changes to our ideas and agree on a final route.
Execution of our ideas:
> Choose an animator to commission for our short film
> Create a tight brief to direct the animator with
> Review budget, allocate funds spent and set a budget for the animation
> Address changes in the idea from a practical perspective, such as the club night for promotion.
> Agree on the final film concept and key messages.
Outcomes:
Finalising our campaign concept and design:
We combed through the whole user journey to make sure it was as engaging and effective as possible. From the moment they see people handing out wristbands, to watching our film and sharing it over social media. We reviewed each step from the perspective of our target market to check whether there were any weak links, boring bits, stuff that would put people off and places we might lose people.
We combed through the whole user journey to make sure it was as engaging and effective as possible. From the moment they see people handing out wristbands, to watching our film and sharing it over social media. We reviewed each step from the perspective of our target market to check whether there were any weak links, boring bits, stuff that would put people off and places we might lose people.
One
issue we faced was the first point of contact - where our audience
would receive our promotional wristbands - because the club night has
been moved. We have the contact details for the organiser so need to
find out where the new venue will be and make sure that we can promote
our campaign there.
The
next issue we discussed was how to make sure our audience actually
follow up on our promo activity and look the film up. We are using a
competition as an incentive, but some people in the group pointed out
that not everyone trusts this sort of promotion. So we agreed that there
was a need for evidence.
Sometimes people
think competitions are rigged and there's no point in entering.
So we decided to include elements of proof in our flyers and communication such as:
So we decided to include elements of proof in our flyers and communication such as:
- photos of the ticket prizes
- live streaming of the winners being chosen
- interviews or public appearance of the winners
-
giving dates and directions for the above, so people know they can
check the authenticity as soon as they hear about the competition.
The
next step was agreeing on our final concept. Over the last few weeks
our idea has changed, and although we learnt a lot from the process and
covered lots of interesting angles - we realised that we had to make
some calls about exactly what route we were following. Otherwise we
risked a confusing message, which would damage both our pitch and our
final products.
We
agreed that our key message wasn't to scare or threaten people, by
forcing specific opinions about drugs being bad on them. We felt this
would put people off and stop them listening to us. Instead, we wanted
to point out the risks of Legal Highs - to encourage young people to be
aware of them and make their own choices to stay safe.
We
made a final decision about the film being animated, to make it fun and
engaging and get our message across. But that it would morph in to live
action at the very end, to show the serious message of the main
character actually dying from a bad trip. Before the pitch next week, we
need to pin down the different drug-making scenarios shown in the film.
We need a balance of comedy and realism, so we do want them to reflect
what might really happen and not be ridiculous.
Our storyboard is out of date now, so we need to update that and make it clear and professional for the pitch next week.
Pitching:
We
will be pitching our concept to a professional film and animation
agency, so we need to make sure we practise and have the right
presentation materials to make an impact and be clear about our idea. As
well as seem professional and well organised. We are going to use Prezi
as a collaborative presentation tool, so we can all work on separate
bits then review the complete presentation together.
Choosing an animation style and forming our brief for the film:
Our next step was to finalise ideas around the film to form a brief. We reviewed a range of work by popular, current animators including:
- Grant (EyeJack)
- John Davide
- Hope (8 mins promo for the band, Kontakte)
This really helped us to make the following decisions about the OD on Knowledge film:
- Tone: The film should be fun and interesting, to educate people and not threaten or scare them. Our favourite example of this was Jide Johnson's explanations.
- Length: 30 seconds - 1 minute, to keep peoples' attention and be suitable for it to go viral.
- Colourway: We liked black and white, with a flash of colour, like we saw in Grant/EyeJack's film.
-
Atmosphere: Although we liked the dark, freaky, trippy vibe of some
animators around - we didn't want this for our piece. This was because
we felt it could be distracting and perhaps feel more like an opinion
piece, either that drugs are bad or even that drugs are fun, if it had
too much of this feeling.
- Pace: Our film should be fast, quick and busy to hold peoples' attention.
- Sound: We liked the sound effects of Jide's film and want some in ours, plus music.
-
Narration: We thought the commentary in Jide's films made them clear
and informative and held them together. So we want to do this with ours,
too.
Jide
Johnson felt like the best animator for our brief. We liked his kind of
'explanamation' films and think they fit our concept - as they get
information across in a clear, fun, quick way. We will approach him and
his company Aniboxx this week to find out whether he is available,
within our budget and keen to work with us.
Budget:
Finally, we went over the budget and allocated money to each stage of
our campaign. We signed off the budget for ticket prizes and animation
and agreed that we'd do social media, website editing and the physical
promotion ourselves to make sure we had enough money to commission a
professional animator.
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Monday, 7 May 2012
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:
- You do not know who made this.
- It is too easy to buy online, without the nervousness of meeting someone face to face and being caught.
- You do not know what is in it, or what it has been cut with.
- You do not know the full eXtent to the effects or long term effects
- 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:
- Team up with larger drug campaigns such as "Talk to Frank" to provide some coherent, up to date knowledge uploaded by readers.
- Outline the risks with urgent news, interviews with police and doctors.
- Hold an online glossary of recent drug names and the dangers that come with them.
- 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.
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