Georgia's Major Project Workbook

Building a Creative Campaign Create Dialogue - Social media is Figure out what your objectives are (tangible things you are working towards) S pecific M easurable A chievable R elevant T ime based OBJECTIVES Always remember - who are you impacting? Combine aesthetics AND truth How does every piece fit in the bigger campaign? Creating Compelling Campaign Creative "I think we have reached the point where creative platforms are no longer hindering the free-flow of ideas. They are opening up to the point where even the most obscure brand, regardless of budget can create, execute and evaluate the most incredible interpersonal ideas and campaigns and create real time engagements with customers. The strange thing is that future campaign may be so focused in the customer's world that the rest of us struggle to see the attraction or even appreciate the degree of relevance, originality and impact." http://www.smartinsights.com/traffic-building-strategy/ca...

***WE HAVE A NEW DATE!*** 'Ride for Road Safety' will now take place nationwide on Sunday, 19th of November, 2017, in conjunction with NZ Police 'Vulnerable Road User Month'! Once again, we're aiming for at least 1,000 riders nationwide supporting road user education around horse & rider safety on NZ roads. https://www.facebook.com/rideforroadsafety/posts/632127286994867 A new date has been set for the 'Ride for Road Safety' awareness event that was postponed due to bad weather in May. While this is interesting to me because it is one of the only other things being done to gain attention for equine road user safety in New Zealand, the most interesting thing about their latest post on Facebook was the fact that November is 'Vulnerable Road User Month'. I had no knowledge of this before I saw the post, but it does provide a great opportunity for a goal I can be aiming my campaign towards.

Social Media Usage: Advertisers have recognized the advantages of new technologies and are starting to implement them into their traditional TV, radio and print advertising campaigns. Today, more potential customers spend time on the Internet and social media than watching TV or listening to the radio. Services such as Facebook or Twitter manage to connect people and provide them with a place to share their experiences and conversations with their friends. With internet being more accessible to a wider audience, social media services can bloom. By integrating social media and the information technology into advertising campaigns. advertisers can dramatically increase the reach of their campaigns, as well as the engagement of potential customers. Increased reach and engagement produce better results which are relatively easy to track and analyze. http://www.degordian.com/education/blog/cross-platform-campaigns/ Nearly 90% of Kiwis aged 15+ use social media, usually Facebook a...

For the 'First Showing' I brought along all of the illustration work I have developed over the first week back with my project. Even though I feel like there's pieces that I think aren't working and directions I believe I want to move in etc, I thought it would be beneficial for me to show everything I've been exploring incase something I thought was weaker was actually the piece everyone connected with best or seeing something I've tried sparked an idea for something else I could try etc. I'm glad I made this decision as people really connected with the initial horse character sketches, and suggested that bringing a stronger sense of character into the work could make it more interesting. People also liked the fact that in the horse's POV illustration the car looked like a monster as they felt that this added more humour. Another comment that I received from multiple people was that they really enjoyed the bright colours. My 'First Showing' ...

Ideation: 'Dear Driver' letters/stories 'Episodes'/A story that builds up over multiple illustrations? Think about transmedia - “Each platform can be consumed and understood independently” Multiplatform storytelling Each piece of the story should stand on its own while also feeding into a bigger picture Different POV (horse, rider, motorist) to show each characters standpoint Sketching: Colour Development: POV Tests: Illustration: Comic Strip: Project Compass:

My initial compass for class. I found this was a great task for getting me refreshed about my major project; reflecting on what I have achieved and what I hope to accomplish this semester. My feedback from the group was that I need to really push the 'Why?' part of the compass - what is the importance of this project/why should NZ care etc. A Road Safety Campaign For Equine Road Users What matters most? - Capture the attention of urban-dwelling motorists in a refreshing and compelling way that shifts their attitudes and influences them to behave in safer ways around equine road users. - Educate to reduce ignorance and increase empathy. - Applying illustration and communication techniques to show motorists how horses think and react, revealing the consequences of unsafe actions. Who is involved? - Audience = Urban-dwelling motorists - Potential Stakeholders = NZTA & NZ Police What is happening now?/Why? - Urban boundaries are rapidly expanding plus mo...

Road Safety Campaigns Green Cross Code: Crossing The Road Safely , c.1970s Look Both Ways , c.1960s March Across When the Road is Clear , c.1950s Royal Society for the Prevention of Accidents,  Journey's End , c.1960s Royal Society for the Prevention of Accidents, c.1930s Royal Society for the Prevention of Accidents, c.1930 Mayor's Office of Transportation & Utilities Philadelphia,  Sorta Stop By Nikhil Chaudhary (Senior Project Associate, EMBARQ India), 2015 By Bob Thaves & Tom Thaves,  Frank and Ernest , 2017 By Sam Backhouse Other Interesting Campaigns Shelter Pet Project - Campaign To Encourage Pet Adoption Kuoni - Travel Illustrations Eglė Plytnikaitė - Waste Problem Illustrations