In order to make sure I remain on track, I decides to write myself a project brief. I found this very helpful as rather than thinking about everything and confusing myself with an information overload, I just broke down the information in a manner that both I and a viewer will understand.
Brief
Concept:
The intention of this
project is to explore and visually communicate the perception of what people
think living with a disability is like versus the reality of it.
Client: Scope,
based on their campaign: ‘See the person
not the disability’.
Purpose/Intent:
To provide information
in an interactive format, more than ‘just a poster’. This concept will work
because it will enlighten viewers, as it will shed light on the misguided
perceptions many individuals have.
Target audience:
Adults (18+) I decided
to choose this audience as although it is a seemingly broad group my reasoning
behind doing so justifies it. An audience of 18+ are individuals who need their
perceptions to be changed as they have been socialised to think in a certain
way, which is in contrast to the children of today who are socialised
differently.
Format:
I intend to create an
advertising campaign that features an installation. In addition to this I also
intend to design 2D formats such as a poster, leaflet and other appropriate
media. I believe this approach will work because it will treat the subject in a
new/fresh way by exploring it in a more interactive way.
Primary research: questionnaire
- In your opinion, what do you think it is like living with a mental illness?
- Do you think individuals who have a mental illness have freedom?
- What emotion(s) do you associate with having a mental illness?
- What emotion(s) do you feel towards individuals that have a mental illness?
- What image(s) come to mind when you hear/read the words 'mentally ill'?
- In addition to these images, if any. Do any colours come to mind?
Leo Burnett London: BITC ban the box campaign.
(Creative Review blog)
I stumbled upon this campaign and found it linked quite well to my project as it shares the idea that when you find out something about someone (in this case a prison record) most of the time you automatically change your perception of them/ use that thing to define them. In this context, the defining factor limits the individual as it presents them from getting a job although they are eligible candidates, based on the qualifications needed. This caused me to think about how far people's perceptions of having a disability limits the individual at hand. Rather than simply having a general perception versus reality, it would be more interesting both visually and contextually to have it in different scenarios. For example: employment, transportation, friendship, social settings etc.
Visually, the execution of this campaign is great as it has the element of surprise. The viewer expects to read a normal cv and is taken by surprise as it is the thoughts of the interviews .(the reaction upon finding out the candidate has a prison record) The use of typography is interesting as it is very simple/formal which is a stark contrast to the content.
The link to my project was confirmed when I read this comment which caused me to consider how far I could push my project.
BITC Ban The Box campaign
Scope: See the person not the disability
I chose to base my fmp on the 'See the person not the disability' campaign because I like the existing visuals/ concepts as this campaign does not take the sympathy approach. However, I believe I can push it further and incorporate my ideas into it.
Overall, I thought this week was my most productive as it was a lot more focused in terms of my research. The downside however is that I still haven't started designing which means I am slightly behind. Nevertheless, as I am clear on the approach I would like to take with my project, I do not feel worried. In order to progress better/ quicker the research I carry out needs to be aided by experimentation/ visualisation. I need to be bold and start the design process.
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