BRIEF - SENSITIVELY ENGAGE YOUNG MUSLIM WOMEN AROUND THE POTENTIAL CONSEQUENCES OF TRAVELLING TO SYRIA

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1 BRIEF - SENSITIVELY ENGAGE YOUNG MUSLIM WOMEN AROUND THE POTENTIAL CONSEQUENCES OF TRAVELLING TO SYRIA

2 INSPIRATIONS VISUAL RESEARCH One of the biggest challenges faced within this brief is grabbing the target audiences attention and making them aware of the campaign. It is hard to get a young girl to read leaflets posted through the door, therefore in order for this campaign to work effectively I feel that it has to be in their every day vision and reach out to their eye. My idea to do this is to use the idea of Ambient Media, however have a more thoughtful approach and think carefully about where the target audience will go and where will the most effective place be to place the design. The idea of using Henna which is heavily used within the audiences culture will be used to help target towards the initial audience.

3 SKETCHES/IDEATION INITIAL IDEA My initial idea is to design various pieces of ambient media which would be placed carefully in locations in which the target audience would see on an everyday basis. The main design works around the idea of having a CV of a girl who has been to Syria. The CV will include the original themes which would be included in a normal CV however will be based primarily on what the girl has done when visiting Syria. The reasoning of my concept is to allow girls to understand what their future would look like if they were to visit Syria. The tone of voice used is very straight to the point and blunt, this has been done purposely to get the message straight through to reader and make it sink in. In a way my design is at first seen as an illusion for this, the beautiful henna patterns portray the fact it will be a poster based on positivity. This has been used as a benefit as Muslim girls will be drawn to the cultural relationship of the use of henna. However when their attention has been captured and drawn in they then go on to read the full campaign and get a true understanding of the true message.

4 AMBIENT MEDIA - V1 BUS Some of the locations in which the designs will be mocked into are based around transport and how the girls would get to the airport or travel to meet with people who influence them to go to Syria. Therefore this ensures that when traveling they will be drawn to the designs and this could have the impact of making them change their decision. The CV concept has been placed on a bus within London City. Henna has been incorporated into the type to make it stand out and connect to the audience. I have then used a bold, modern and simplistic typeface to reach out to the eye and make it unmissable. The way the key words have been enlarged makes the message very deep and hard to miss. The Photo boxes relate to the people who are sitting down, therefore when the bus is on the move people walking or driving by will be drawn to the bus and read into what the overall design represents. In the first mock up I have also represented various Muslim names which relate to several sorts of meanings within Islam. For example Aaedah means The quiet one and Kaneez means Slave. This subtle connection will reach out to the audience and give them a true understanding of the experience in Syria.

5 AMBIENT MEDIA - V2 AIRPLANE SEATS Another way of transport would be the plane itself, this is one of the very last stages where we can encourage girls to change their mind and return back to the UK. Interactive screens are used widely on airplanes due to the vast increase of technology, therefore we can use this to our advantage. The interactive screen will show a series of sentences in a typewriting effect, therefore making sure the viewer will read the text word to word. The text will include the CV concept used throughout the rest of my designs. The design will also make this message very personal by displaying a passport image of the person who is sitting on the seat, therefore making the message unmissable. At this stage making the message clear and bold is the most important factor, therefore I have kept the colours simple and the typeface clear to understand.

6 AMBIENT MEDIA - V3 UNDERGROUND TRAIN STATION Along the bus, the use of trains are also very popular and could be another way for the girls to travel to meetings or the airport. Therefore this will be another location where my designs can be displayed. The design has an interactive element to encourage passer bys to interact with the message. The use of the mirror allows people to get a reflection of themselves and could give them a slight perception of what their future could be.

7 AMBIENT MEDIA - V4 GREAT FIRE OF LONDON MONUMENT This building also used the interactive element of using the mirror, this again encourages passer bys to be drawn to the design and read the message. As the building itself is an iconic building in London this means that there will be a lot of foot crall therefore indicating the design will get seen by various audiences.

8 AMBIENT MEDIA - V5 SCHOOL ENTRANCE Another location I felt the girls would not miss my design concept is the entrance of their school. School entrances have all the pupils walk in and out, therefore displaying my design on the entrance would be unmissable. The bold text and colours will reach out to the audience and grab their eye, also the cultural patterns will again help connect to the viewer. The photo boxes can be interactive with the public as they can take Selfies through the door and share on social media. This will allow social media to get involved with the campaign and reach out to a larger audience.

9 FURTHER DEVELOPMENT ALTERNATIVE POSTERS These posters have can also be used as part of a collection throughout the tube station concepts already produced and throughout the schools. The posters will only be understood when partnered with the original CV poster, therefore they must be displayed as a collection to get a true meaning.

10 FURTHER DEVELOPMENT ALTERNATIVE LOCATIONS The posters with the interactive mirror can also be located throughout the streets and town centres.