Adobe Youth VoicesABC Advertising

Campaign

Presentation by Nassima Chakroune, Tasharna Brown-Taylor, and Shaquilla Alexander

THE TASK

• Develop a video advert, A4 poster and newsletter that promotes Adobe Youth Voices, a program which encourages underprivileged teens to express themselves and their opinions through media

• Understand the habits and interests of its target audience (teenagers aged 13 – 18) in order to aim the campaign directly towards them

CHOOSING THE CONCEPT

OUR TARGET AUDIENCE• We wanted to know more about our target

audience, so we:- Created a questionnaire

– RESULTS: showed us that lack of self-confidence (63.2%) and issues with self-identity (63.2%) are two of the most common problems our target audience is facing

– RESULTS: the best place to show our advert is on social media websites and on TV

– RESULTS: most likely to see our poster if we place them on websites, on buses and trains, in schools and in magazines

We chose self-identity issues, for it was a common response amongst males and females

OUR IDEASWE HAD FOUR (4) IDEAS BEFORE SETTLING ON OUR

ACTUAL IDEA:

• 1st idea: The minute-long video would be a collage of images of young people + voice-over explaining the issues they are facing - Problem(s): too long, not exciting enough to keep the attention of our target audience

• 2nd idea: motion picture of images of a few young people- Problem(s): too long, lack of visual impact

• 3rd idea: four young people holding up signs describing their issues + voice-over- Problem(s): too long, lack of visual impact,

• 4th idea: three young people are talking about their problems and encouraging others to use their voice by joining the program- Problem(s): too long, lack of visual impact

OUR CONCEPT• 30-second advert that is eye catching

- teens being ‘’silenced’’, not allowed to have a voice, but Adobe Youth Voices is giving it back to them

• Exploring issues with self-identity (to reach the largest % of teens)

• Play with the theme of teens not having a voice- Tagline: You have a voice, so use it!

• Includes Adobe Youth Voices original slogan, ‘’Create with Purpose’’

• Using their original colours and background (black, white, grey and red)

THE FINAL PRODUCT

THE POSTER- Briefly explaining Adobe Youth Voices

- Has links to their social media pages

- Shown on websites, in trains/buses, in school (college/high school)

THE NEWSLETTER

- More detailed explanation of Adobe Youth Voices

- Sent by email (pdf)

THE VIDEO ADVERT

- 30-seconds long

- Theme: Teen whose voice has been “silenced”, Adobe Youth Voices gave her back her voice

- You have a voice, so use it!

- Shown on TV (BBC 3, E4,..) and Youtube