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gdt 568 communication design & art direction 16th January 2013

children dental awareness campaign public service advertisement

SITI NURADILAH BINTI ROSLI 2010517521 | ad221 4d prepared for mr. sheikh mohamed hafiz bin abu bakar


introduction


Introduction&Issue

Dirty Effects Decay Weak Cavities

Unhealthy Teeth

Benefit

Smell nice White & clean Strong

Healthy Teeth How

How

Dental checkup Healthy food Brush daily

Junk food & sweets Don’t brush daily

Dental Issue Among Children

In this assignment, we are required to design an awareness campaign for public service advertisement. Based on our issue, we have to produce a television commercial ( group task ) and a set of press ad which consists of 3 print ads.

In our issue, we choose to focus on dental health issues among children. Common dental health problems among children ar teething, cavities, acid erosion, mouth ulcer and knocked out teeth. It is very important for children to have a healthy dental condition as their teeth is on the earliest stage of growth. Our objective is to give exposure to children and parents to make them realize that dental health care is important, especially among children. This is important because healthy dental care will prevent dental problem such as cavities. An effective campaign needs to be build to inform people about the importance of taking care their reeth and create awareness about the benefits of having a good dental care.

Issue


SWOT &target audience

Swot Analysis

Strength This campaign is attractive because it is about children. Besides that, it is also an important issue (health). When watched together as a family, it can attract parents to also take care of their teeth. Weakness As a health campaign, it will have to compete with other health awareness campaigns. People might pay attention more to other health campaigns instead. Opportunities Can achieve more audience among neighbour’s country. Threat Junk food advertisement might appear more attractive that health awareness campaign. Our target audience (children) will probably more attracted to that kind of advertisement instead of health campaign.

Target Audience

Demographics This advertisement is targeted to children aged 6-12 years old and their parents. Location : Urban & rural areas. Gender : Boys & girls Education Level : Pre-School - Primary School Ethnic Background : All Ethnic Psychographics Personality : Cheerful Interest : Cartoon & games Lifestyle : Active and full of entertainment Behaviour : Hyperactive


press advertisement


theory development

Objective Problems Targets

Communication What’s Important?

Tone of Advertising

Why sell? What added value?

Age group, race, lifestyle, occupation, earnings, habits.

Soft sell ads are the kind of ads that talk to the heart.It creates feelings of happiness. It can be used on both electronic and print media. Hard sell ads are the type of ads that talk to the consumer heads. They make consumers think. However sometimes consumers just respond to what they see, especially on sale promo.

5W’s in Advertising

When is the best time to produce

What Why When Whom Where

Demo &psycho graphic

to visualise idea

Location to be easily spotted


design concept &approach

Dr. Daniel Acuff President of Youth Market Systems Consulting

According to Dr Daniel Acuff (Market Smart, 2009), most 3 - 4 years old children does not have the ability to read. Therefore they cannot respond to words and texts. However, they do respond to simple, large and bright graphic content. 7 to 8 years old children have the ability to read and understand texts as they have started school. Therefore they know more clearly what are they attracted to and start to develop their own interest. Dr Daniel also stated the best way to approach children on this age is by using bold, high colour graphic as well as iconic cartoon characters. These characters can give extra impact on children as they have more interest in them.

Copy Strategy Bold & Clear

Besides the image or illustration on an advertisement, copy strategy is also important to attract audience’s attention. Our copy strategy is to tell the audience clearly to practice healthy dental routines. The combination if both illustration and copy will help to deliver the information to audiences effectively.

Headlines ideation

DON’T KEEP GERMS ON YOUR TEETH. BRUSH THOSE GERMS AWAY.

Concept & Approach Cartoon Characters

Message Strategy Bold & Clear

The concept that have been chosen is horror. This concept is chosen in order to display the bad effects if a child neglects his / her teeth (for example ; not brushing, eat too much sweets). Illustration of characters resembling children are used as an approach to children. The characters are portrayed as having germs, worms and bacterias as their teeth, as the effect of not brushing their teeth.

Clear headlines are used to make sure the audience (children) will have a bigger understanding regarding the issue. As the illustrations are already clear about bad effects if we don’t brush our teeth, the body copy will tell the audience about how we can keep our teeth healthy.

WHEN IS THE LAST TIME YOU BRUSH YOUR TEETH? Bodycopy ideation Don’t spoil your smile! Brush your teeth 2x a day. Eat healthy food. Avoid junk food and sweets. Sweets are bad for your sweet smile. Brush your teeth everyday, eat healthily adn avoid junk food. Love your teeth! Brush your teeth day and night. Eat vegetables & fruits. Say no to junk food & sweets. You can do it!


visual references {illustration} Since there are a limited source of dental-based ads that use illustration as their approach, more visual research have been done to come out with the most situable illustration techiniques. This is important as it helps the advertiser to tell the audiences their message effectively.


T:7”

T:7”

visual references {ads} Before the design process begins, a brief visual research have been done to see the previous advertisements done regarding the same issue.

T:10”

T:10”

Although these ad designs were not designed based on the same target audiences, they still manage to provide information and useful ideas about making a dental print advertisement.

Kids will spend 8 minutes decorating their little brothers. How about two minutes to brush their teeth?

Kids will spend 22 minutes watching stuff like this on TV. How about two minutes to brush their teeth?

Kids will spend 11 minutes dressing Spike up like a princess. How about two minutes to brush their teeth?

Brushing for two minutes now can save your

Brushing for two minutes now can save your

child from severe tooth pain later. Two minutes, twice a day. They have the

child from severe tooth pain later. Two minutes, twice a day. They have the

time. For fun, 2-minute videos to watch while brushing, go to 2min2x.org.

Brushing for two minutes now can save your

time. For fun, 2-minute videos to watch while brushing, go to 2min2x.org.

child from severe tooth pain later. Two minutes, twice a day. They have the time. For fun, 2-minute videos to watch while brushing,

T:7”

200 FIFTH AVENUE NEW YORK, NY 10010

GREY WORLDWIDE SIZE, SPACE: 7” x 10”, 4C PUBS: Magazine ISSUE: 2012 COPYWRITER: None

THIS ADVERTISEMENT PREPARED BY 200 FIFTH AVENUE NEW YORK, NY 10010

THIS ADVERTISEMENT PREPARED BY

CLIENT: Ad Council PRODUCT: Oral Health Campaign JOB#: ADCORL-P20025_Mag ART DIRECTOR: R. Solomon

GREY WORLDWIDE SIZE, SPACE: 7” x 10”, 4C PUBS: Magazine ISSUE: 2012 COPYWRITER: None

JOB #: ADCORL-P20025_Mag

PROOF: 5

CLIENT: Ad Council

OP: KW, GM, JS

SPACE/SIZE: B: None T: 7” x 10” S: None

CLIENT: Ad Council PRODUCT: Oral Health Campaign JOB#: ADCORL-P20028_Mag ART DIRECTOR: R. Solomon

LEGAL RELEASE STATUS

AD APPROVAL Release has been obtained

LEGAL RELEASE STATUS DATE:

Print Prod:

Art Director:

Proofreader:

Copywriter:

Studio:

DATE:

Acct Mgmt:

Legal Coord:

Acct Mgmt:

PROOF: 4 OP: KW, JS, GM, JS

SPACE/SIZE: B: None T: 7” x 10” S: None

AD APPROVAL Release has been obtained

JOB #: ADCORL-P20028_Mag CLIENT: Ad Council

Legal Coord: Print Prod:

Art Director:

Proofreader:

Copywriter:

Studio:

T:10”

Kids will spend 57 minutes making octopi go splat. How about two minutes to brush their teeth? Brushing for two minutes now can save your child from severe tooth pain later. Two minutes, twice a day. They have the time. For fun, 2-minute videos to watch while brushing, go to 2min2x.org.

200 FIFTH AVENUE NEW YORK, NY 10010

CLIENT: Ad Council PRODUCT: Oral Health Campaign

GREY WORLDWIDE SIZE, SPACE: 7” x 10”, 4C PUBS: Magazine

JOB#: ADCORL-P20026_Mag ART DIRECTOR: R. Solomon

ISSUE: 2012 COPYWRITER: None

THIS ADVERTISEMENT PREPARED BY

JOB #: ADCORL-P20026_Mag

PROOF: 4

CLIENT: Ad Council

OP: KW, GM, KW, WB, JS

SPACE/SIZE: B: None T: 7” x 10” S: None LEGAL RELEASE STATUS

AD APPROVAL Release has been obtained

DATE:

Legal Coord:

Acct Mgmt:

Print Prod:

Art Director:

Proofreader:

go to 2min2x.org.


sketches&ideation Sketches are made before the actual design take part on screen. Displayed are several different concepts that have been proposed for the print ads before the final concept is chosen.


sketches&ideation Chosen Sketches.

1

2

3


sketches&ideation

As illustration is used, they were first drawn manually. Instead of tracing the sketches, the designer decided to draw the illustration using the drawing app on Galaxy Note before transferring them to Adobe Illustrator.


final press ad {design1} The first design show a boy with germs and bacteria on his teeth. The colour used for the ad is monochromatic (purple). The colour is used to portray the horror ambience. The boy is drawn with sunken eyes to show that he is in pain. The typefaces that is used as the headline is BigNoodleTitling. The word ‘Eww’ is using Komika Axis font. The bodycopy explains about how to maintain a good dental health. The bodycopy used ‘TopModern’ as typeface.

! w w

E

BRUSH THOSE GERMS AWAY. Don’t spoil your smile! Brush your teeth 2x a day. Eat healthy food. Avoid junk food and sweets.


final press ad {design2} The second design show a girlwith germs and bacteria on her teeth. The colour used for the ad is monochromatic (blue). The colour is used to portray the horror ambience. The girl is drawn with sunken eyes to show that she is in pain. The typefaces that is used as the headline is BigNoodleTitling. The word ‘Eww’ is using Komika Axis font. The bodycopy explains about how to maintain a good dental health. The bodycopy used ‘TopModern’ as typeface.

! w

E

w don’t keep germs on your teeth.

Don’t spoil your smile! Brush your teeth 2x a day. Eat healthy food. Avoid junk food and sweets.


final press ad {design3} The third design show a boy with germs and bacteria on his teeth. The colour used for the ad is monochromatic (green). The colour is used to portray the horror ambience. The boy is drawn with sunken eyes to show that he is in pain. The typefaces that is used as the headline is BigNoodleTitling. The word ‘Eww’ is using Komika Axis font. The bodycopy explains about how to maintain a good dental health. The bodycopy used ‘TopModern’ as typeface.

! w w WHEN IS THE LAST TIME

E

YOU BRUSH YOUR TEETH? Don’t spoil your smile! Brush your teeth 2x a day. Eat healthy food. Avoid junk food and sweets.


final press ad {advertisement placement}


final press ad {advertisement placement}


television commercial


design brief Creative Concept

Tone&Manner

The concept that we would like to propose is humourous and cheerful. We will use attractive, clear and cheerful visuals that can attract children towatch the advertisement. The visual will also show the benefit of having healthy teetg. On the sametime, parents or family members wil also see the advertisement and get the campaign message as well.

The concept of this advertisement is humour and cheerful. Therefore, it is important to choose a suitable tone and manner. While the visual of the ad is cheerful, humour and colourful, the tone of the ad will be persuasive, clear and strong. Bold headlines will be used to give impact to the audience.

As this issue involves health issue, facts will also stated on the advertisement. However, the concept of humour will be applied on the same time so that children will be easily attracted and remember the advertisement and its message.

Cheerful catch phrases will be used but the message will be clear and convincing. This is as an alternative concept to appear different and unique from other health awareness campaign that usually visualize bad effects when ignoring health issues. Copy Strategy

Message Strategy

To make sure our communication objective is complete, we must make sure our message strategy is fulfilled. Our message strategy is to educate and persuade with cheerful and positive ways. Message should also focused and it is important to deliver the message in a way that the audience can relate with their lives. Therefore, the message will be more acceptable.

The aim of this campaign is to create awareness among children and their parents on the importance of having healthy teeth. The goal here is to persuade them to practice proper teeth care such as brushing their teeth, avoid unhealthy junkfood, sweets and also going to the clinic for dental check ups.

Copy strategy is important as it helps advertiser to deliver message effectively to the target audience. As our target audience is children between 6 to 12 years old and their parents, our copy strategy is builded based on them. Our copy strategy will show the target audience the benefit of taking care their dental health. There are 2 elements that we would like to focus on our advertisement.

The message that we want to highlight in this public service advertisement is :

Benefit Our first copy strategy is to tell the audience about the benefit of taking care of their teeth. Most health awareness campaign focus on the ba effect when people neglect health issues. Instead, we focus on the good side when children start to take care of their teeth properly. This will make the campaign more recognizable.

i. Strong and healthy teeth can make children healthier and happier ii. Brushing teetch and healthy eating can help our teeth to grow stronger and healthier. iii. Food with high sugar quantity is not good for dental health.

Believe As the issue of this campaign is dental health problem, it is important to include some facts so that the audience will believe and agree with the campaign message. Therefore, some scientific facts about dental health will help to convince them to put an effort in taking care of their teeth.


storyboard

Duration Camera Angle Lighting Sound Effect Voice Over

Duration Camera Angle Lighting Sound Effect Voice Over

: : : : :

: : : : :

3 sec Medium Shot Low Key Pacman Sound -

3 sec Medium Shot Low Key Pacman Sound “ngap ngap”

Duration Camera Angle Lighting Sound Effect Voice Over

Duration Camera Angle Lighting Sound Effect Voice Over

: : : : :

: : : : :

3 sec Medium Shot Low Key Pacman Sound “ngap ngap”

3 sec Medium Shot Low Key Pacman Sound “ngap ngap”

Duration Camera Angle Lighting Sound Effect Voice Over

Duration Camera Angle Lighting Sound Effect Voice Over

: : : : :

: : : : :

3 sec Medium Shot Low Key Pacman Sound “ngap ngap”

3 sec Medium Shot Low Key Pacman Sound “Yeay!”

Duration Camera Angle Lighting Sound Effect Voice Over

Duration : Camera Angle : Lighting : Sound Effect : Voice Over :

: : : : :

3 sec Medium Shot Low Key Pacman Sound “Ouw!”

3 sec Medium Shot Low Key Pacman Sound “love your teeth” “eat healthy food” “avoid junk food & sweet” “Brush your teeth everyday”

Duration Camera Angle Lighting Sound Effect Voice Over

: : : : :

3 sec Medium Shot Low Key Pacman Sound “ngap ngap”

Children Dental Awareness Ad Report  

Children Dental Awareness Campaign report, including a series of 3 print advertisements.

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