I am ? campaign
Update: After the play we went to see in the last session we managed to film some people including the actors about what a role model is.
The play told the story of a group of guys and one girl and focused on gang violence conflict. We watched it at The National Theatre. One of the girls who spoke to us, said that she was in it because she wanted to raise awareness and share her personal experiences.
Our campaign is an exciting, interesting and powerful idea that will definately make a big difference, it just feels like we have way to much going on with it. As we didn't have anything nailed down and a tight plan in place, we worked on making our campaign simpler.We broke our campaign down into three phases:
1. Recruit high profile role models
2. Recruit in role medels within the community
3. Support
Marvella, a peer mentor from Hackney Charity, Offcentre came in to help us with our campaign. We gave her an overview of what our campaign is.It will show people that there is a way out of a gang and that there are other option. It will be targeted at 13+ year olds to stop them being influenced to join a gang in the first place.
Group activity:
We all split up into three groups to discuss the different stages of our campaign. After discussing the different phases we decided to change the order around and make a few changes to them.
1. Recruit role models - high profile and interview
2. Run a workshop to recruit role models aged 16-17 (olders) in the community. Support them in preparing to come to schools and speak to the 11-14 year olds (youngers).
3. Go to schools with the role models and speak to the 11-14 year olds (youngers)
Questioning Marvella:
Ardi filmed everyone as we all asked Marvella some questions about being a peer mentor and role model. Some of the questions included:
What support do you get as a peer mentor?
- Cash to help us go to the cinema, buy a soft drink with them, etc
- Supervision with a counsellor to tackle any issues
- Support group with other mentors to swap ideas
What more support would you like?
- Ideas for what to do with young people
Videos for our campaign:
We split into two group to focus on the two different videos that we will be using for our campaign:
1. Young Shockz - a short film about a young boy who has options to join a gang or to stay on the right track. The message for this will be: 'Be your own boss'.
2. A video advert to recruit role models with the message: 'Make a difference'.
After we finished working on plans for our videos we pitched our ideas to Mr Colby.
- The role models will come in and show their video the the youngers
- The video will be shown on YouTube too
- Marvella has agreed to help support and sign-post the role models - thanks Marvella!
Discussing our video budgets:
We discussed our budget and what we will need for the expenditure rationale for our videos.
Lil Shockz:
We discussed what/who we will need and what resourses we already have:
- An actor to play an older
- An actress to play the mum
- We will do our own sound work
- Natalie will be assistant camera person
- We need some photos of the locations that we will film in
- We will put an advert on Shooting People to bring in the actors/actresses
- Props including posters and materials
- We already have a script and storyboard
- Camera person
For next session we have to take some photographs of the locations that we want to use in our Lil Shockz video.
OD on Knowledge Campaign
Objectives:
- Confirm brand colour coding and make sure
the image is cohesive throughout marketing strategy.
- With final image, order supporting
merchandise from the internet.
- Draw a successful storyboard that reveals
all emotions desired in a minimum amount of frames.
- Seek out appropriate filming locations.
- Draft web design.
- Create content for website.
Outcomes:
The
participants agreed that ODonKnowledge is the confirmed campaign
name. Smoked Media is the name of the production company. The
participants worked together to make sure the final touches of design
would look coherent and appropriate when used.
The participants called 3 merchandise
companies to receive the cheapest available quote for what they wanted. This
included: Tickets, wristbands and hoodies. All merchandise was bought. They mutually
agreed on the design of the samples.
A
bedroom is needed for the footage. The participants were taught of the
importance of location scouting and what is needed in the process;
measurements, details on
natural light and a floor plan.
The
participants went through the storyboard and worked out the logistics,
frames and different types of shots needed for each subject.
Discussions:
The group pitched their developed idea to
clarify their decisions.
The pitch made the group realize they need
to rediscuss their ultimate objectives.
There
was a danger that they currently sounded like pro-drug campaign, that
the message was too relaXed and may even encourage drug users to
eXperiment more.
How and what part of the message needed to be changed in order to add a touch of urgency to the campaign?
