(B4) The Guardian: Developing Ideas

To Get Done Today:

FINALISING DIRECTION:

THEMES:

• "We were there when..."
  " We're here now..."
• Going off of quotes: "nothing that was established was to be tolerated... the world was to be turned topsy-turvy" William Hazlitt
• Alliterating topics: From Ibex to International relations
• Transparency
  - could be using this more as a visual than anything else. 

AUDIENCE CONSIDERATIONS (18-24):

• Should think about pacing, shorter attention spans?
• Where will this audience see the campaign, but also where is it appropriate for the Guardian to position itself (not tiktok). 
• Eye catching, stands out with a wide range of media fighting for attention.

Recently an article was shared around instagram in light of Sarah Everard's murder, it seems as though the content will grab attention of the audience. 

The post was text only, big, bold and punchy, it was relevant to the content it was communicating.

- This awareness should be carried through the campaign.

It also shows how instagram is an accessible resource to use when it comes to finding platforms that work for 18-24 year olds.

- Project with peg, think about the questionnaire results and what platforms people use. 

^From B8 Questionnaire

Majority of people feel they can express themselves most freely on Instagram and then Twitter is next. 

^From B4 Questionnaire

77% of people who took the survey said they got news from social media. 

It's clear that social media needs to be an channel to convey this campaign on. 

- Instagram mainly, then Twitter?

Working on the activist theme will be most successful in driving affinity between this age group and the Guardian. 

Hit's these points of the brief:

1. 'we have work to do in driving affinity (feeling close to the brand) and therefore “likelihood to support” with our younger readers.'

2. show a younger audience the value of our journalism and brand

3. We want students to think: That the Guardian is a crucial part of an open, progressive, liberal world. 

Considerations to keep in mind:

Primary — What is your message and creative approach?

Secondary — What are your channels?

DEVELOPING VISUALS:

Transparency - thinking about a way to showcase this within the work:

- Layering

- Removing

- Wiping out

- Revealing

^In photoshop, wouldn't normally be like this but can't film in another way. 

Using an eraser, showing transparency, not sure if it's a bit done, rather cliché could be something to experiment with but perhaps have a different image underneath? 

- Could relate to news articles and the differences how their reporting uncovers issue with the topics?

Could it look more refined?

- Thinking about a timeline?

1.

2.

3. 

4. 

Would be transitions between the different outcomes, have for a digital platform.

Could this work with the alliteration?

I like the aesthetic, but I think it is more attractive to an older audience.

The theme is good, unsure whether to focus on the activism side or the wide range of content they provide.

- Need to think about this in more detail, the activist element might be better as it can drive an affinity between the Guardian and 18-24 year olds. This theme of a broad range of content is more relatable to a large audience, is less specific to students/young people. 

Experiment more with colour moving forward, yesterday's experiments with hand drawn type were interesting could use these more, try and push further. 

Adding in colour, does make it feel more youthful, grabs attention more.

- Feel as though it's the typeface that' s currently causing problems with tone, more mature.

- Could use a different typeface for some of the text but keep the Guardian typefaces in there somewhere to fulfill the brief.