Eden Palmer is the creator and Managing Director of VoiceIt, a Marketing and Advertising Agency. This business was born out of her love for media and advertising.
With PURPOSE as her philosophy, Jeremiah 29: 11 encapsulates it perfectly: “ For I know the plans I have for you, plans to prosper you and not to harm you, plans to give you hope and a future . ”
She is a media enthusiast, radio show producer, voiceover artist, event host, entrepreneur, a service driven helping professional, former JCDC St Ann Festival Queen runnerup and a Communication Arts and Technology student at UTech Ja.
She is a proud past student of the St.Hilda’s Diocesan High School where she also served as Deputy Head Giramongst other leadershipl,
In her quest to fill one of her passions to help children, she’s a Kiwanian and an associate the SOS Children’s Village Stony Hill.
She is a lover of the ARTS and a creative at HEART!
The concept of this project was initiated by Ms Eden Palmer, The Managing Director of VoiceIt and was formulated solely based on the reaction of the Jamaican public to the phased implentation of the new Road Traffic Act
The opinions, protests and overall disarray of drivers and passengers alike show that many were unacquainted with numerous provisions of the Act; even with parts that are not new or updated.
The problem being addressed by this project is the ignorance of the Jamaican population of the laws governing the transport industry focusing specifically on the certification requirement for driving instructors.
It is already known that many are blatantly unaware of existent laws as their reactions expressed same This oblivion results in chaotic behaviours which are avoidable through education
The creation of this educational piece will be done through the production of a Public Service Announcement (PSA) which makes the content more digestible than reading
The creator of this project is experienced in ad production hence, the research was limited to the information to be presented in the PSA rather that the making of same
The information was very accessible as the document of the new Act was already in the creator's possession The document is also available onthe internet as well as on the Ministry's website, hence there were no difficulties accesing it.
Informing the public of the specific provision will significantly reduce the number of people that will break the law and be penalized. Additionally, this will aid in the prevention of protests and actions that inconvenience the public’s movement that ultimately affects the country’s production rates.
The information needs to be presented in a simple yet impactful way. The specifications need to be clear and to the point PSAs have proven to be effective, hence, gathering all the information and separating them in a coherent manner was an intricate part of the process
During the brainstorming phase of this project, the concepts to create this public service announcement ( PSA) were examined and quite a few elemets were taken into consideration and they are listed below:
1. The name/theme of the campaign " Get Certified B4 You Drive"
2 The length of the PSA 60seconds
3 Target audience Driving schools and instructors ( as well as the general public)
4 Marketing mediums TV , Radio, Social Media
5. Sponsorship acquisition
6. Details of the ad information of the requirements based on the Act, writing the script.
7. This stage also included the set up of the production company ie: business logo
The sketching process of the business logo was shortlived as I required a simple logo The ideas are photographed below
There was a prebrainstorming process involved and it was done on a piece of paper at a very random moment in the night As a creative, your ideas pop randomly and if not noted, are often times forgotten That pregame is photographed below
The concept of this project is to educate the public of the new Road Traffic Act, specifically the provision that speaks to driving instructors needing special certification to be eligible for the post. The main aim is for the message of the requirements and timeline for certification to get to as many people as possible.
The storyline is of a serious yet inviting tone This was deliberately done in order to ensure that people actually take action
The overall process was relatively smooth, as there were no technical, production or marketing hiccups The official start of the project saw the script coming together as the information for the ad was already garnered as part of brainstorming
The first take involved merely writing the ad like it flowed in my head and the second take was to go through to hear how it actually sounds as well as to change words, if necessary, to make the flow more seamless as well as to choosing the best verbage for impact and ease of understanding by all parties it will come across.
The Gantt Chart indicates the timeline during which the project was planned and executed.
The first six (6) months was allotted to the planning ie: concept creations, proposal development and dissemination, sponsor acquisition and approval as well as writing and perfecting the script (alongside the ministry) This will run from January 2023 to June 2023 The next half of the year is for the launch and running of the campaign’s ads through the various means Since the Act will come into full effect on January 1, 2024, there will be a one week countdown to the 31st of December, in that; the ads will change to indicate the finality of the campaign
The final phase of the production generated a 60 seconds PSA accompanied by a flyer, as well as the official logo of VoiceIt. Both are pictured below and the PSAs audio is also available online under the tagline "Get Certified B4 You Drive" tag on all social media platforms.
It is important to note that it was recorded in a single session. The vetting and editing of the ad took some time as it was being listened to and adjusted at different times to avoid any form of fatigue from the repetition of the audio
The most challenging part was to do the actual takes as intonation and pacing are very necessary parts of this production We desire for the audience to both be enticed by the sound and influenced by the content to take action This led to approximately ten (10) takes being recorded
After editing, vetting and approval was done by the various parties ie: the team, sponsors and the Ministry; the ad was ready for release. It was distributed to all our social media platforms, radio and TV stations employed and to its final stage, the marketing campaign officially started after its sixth (6th) month of deep planning, organisation and production. It was successful as the numbers skyrocketed!
“Your success is not measured by the hand of anyone else, but YOU Through YOUR hard work, YOUR sacrifices, and YOUR determination to do YOUR absolute best”
~Palmer, 2023
