ollieoneill-grad502

[ollieoneill-grad502]

Digitalised Campaign Logo - And Colours

For my campaign logo I decided to include all of my campaigns colours, drawing inspiration from the colours of the Tino Rangatiratanga (The Māori Flag) that is also referenced in a lot of Māori design. I refined a lot of the letter forms but I could defiantly make further adjustments to make them appear more even. I also created an alternate version to make the logo more discreet when needed.

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Logo First Draft Sketch

Here was my first attempts at sketching out my campaigns logo, which I drew quickly with a vivid. In a previous attempt I accidentally misspelt Kōrero which is something I will have to watch out for throughout the rest of my copy, (Grammars something I struggle with lol)

I like how this looked but I made a few refinements when I digitalised it.

[ollieoneill-grad502]

Campaign Collateral

Campaign Name - Kōrero Your Reo

Campaign Features

Bubbly Hand-drawn text - Loosens the seriousness and sort of "Forcefulness" that people might feel from the topic

Red White and Black - But softer and warmer tones - Inspired by Tino rangatiratanga flag

I decided to shift my campaigns focus from around encouraging the correct pronunciations of Te Reo to instead bringing awareness to the risks that Te Reo faces, and giving young people tools that can help them along in their journey of learning Te Reo.

My Collateral will reflect this, with posters displaying statistics and messaging about how important our national language is, and then promoting a created deck of cards that can help young people learn.

I will definitely have to carry out further research on how I can be best respectful of Māori Tikanga as I carry out this assignment and how that will influence my design choices.

[ollieoneill-grad502]

Week 3 - Design System Research

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[ollieoneill-grad502]

Week 2 - Monday

The Main Point of my campaign is to show the viewer the stories and the meanings behind the names of places around Auckland - and to provide them the tools (an app) to learn how to pronounce these correctly.

Research current stories, news items and general opinions

I will definitely need to further research statistics and other information as I am currently lacking these quite a bit

SDL - Complete further research and distil these down into 6-12 keywords.

[ollieoneill-grad502]

Final Campaign Idea

Purpose of the campaign

"Insert Name Here" has the goal of spreading awareness to the next generation "Gen Z" about the proper pronunciation and stories behind commonly mispronounced suburbs and areas in and around Tāmaki Makaurau (Auckland).

The primary objective of the campaign is to equip teenagers with the skill of speaking better Te Reo, especially in relation to place names. But also for teenagers to learn the meanings behind their communities names and their communities history

The Why?

Without support, Te Reo Māori is a language at risk of dying out. When place names are incorrectly pronounced this can erase, or change the meaning behind a places name. Overtime these mispronunciations can/have been passed along, so its crucial that the next generation learns the correct pronunciations to protect Te Reo.

I chose this topic for my campaign as while I have Māori whakapapa, growing up I was rarely exposed to an environment with Māori speakers. So by the time I reached my early teens I felt a sense of shame when speaking Te Reo, due to my difficulty with pronunciation. It wasn't until I met the Māori teacher at my high school who quite gently helped me that I was able to build my confidence.

What is the target audience?

The target audience for this campaign, in line with the brief is members of Gen Z (focused mainly at students), living in Tāmaki Makaurau (Auckland). These students may have some knowledge of Te Reo already growing up in New Zealand but aren't conversationally fluent. This campaign will focus on areas of the city where communities members are more likely to be unsure of the correct pronunciations - But I could look into other areas of the city.

What is the call to action?

The call to action of the printed and 3d outcomes is for the viewer to download the campaigns app, and then learn the proper pronunciations as well as the meanings behind the names of areas of our city. They can then use the app to get a score on their pronunciation, and then share + challenge their friends to do the same.

Touch Points and Collateral

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Further Research 

Māori language revival

Until the 1800s, Māori had been the predominant language of New Zealand. With the arrival of European settlers and traders, te reo Māori increasingly came under threat. The Native Schools Act of 1867 phased out Māori from schools and made English the primary language of instruction. By the 1980s, fewer than 20% of Māori spoke te reo well enough to be classed as native speakers.

Recently, there has been a strong push towards the revitalisation of te reo by teaching Māori in the school curriculum, using Māori as an instructional language and developing supportive messaging surrounding these efforts. As mass media plays an important role in forming and influencing public opinion, encouraging correct pronunciation in advertisements can also be an effective way strengthen and reinforce the Māori language.

In 2016, the Māori Language Act was enacted to express the Crown’s commitment ‘to work in partnership with iwi and Māori to continue to actively protect and promote this taonga (treasure), the Māori language for future generations’. On September 14 2020, more than a million New Zealanders signed up to participate in Māori language activities at the same time to commemorate the day when a group of Māori presented a petition to parliament calling for te reo Māori to be taught in schools. In 2020, the number of teenagers studying te reo Māori at secondary school passed 30,000 for the first time.

Kieran O'Connell. (2021, June 3). Advertisement pulled due to incorrect pronunciation of Maori place name. AJ Park. https://www.ajpark.com/insights/new-zealand-advertisement-pulled-due-to-incorrect-pronunciation-of-maori-place-name/

"People don't realise how important pronunciation is to meaning," he says. "I just don't know how it will change. You have third or fourth generations of families living in a place and they've all been pronouncing it wrong.

"There's a reason for its Māori name. Every place name has a story, every place name. I can't stress that enough, every place name in New Zealand has a story."

How do you change the minds of a nation? The mass media play an imperative role in correct pronunciation, says Tim McCreanor, a Shore and Whariki Research Centre professor and expert in discourse analysis.

"If a lot of New Zealanders are getting their main exposure to the Māori world through the mass media then that becomes enormously important.

"When we get a situation like in New Zealand where society is quite stratified and there are tensions between different groups, the media plays a massive role in telling the population who they are who they're not, what to think about and what to think."

[ollieoneill-grad502]

Research into Māori place names in Tāmaki Makaurau

After having a conversation with one of my friends Nina, who grew up fully immersed in her Marae and now lives in Tāmaki Makaurau, I identified local places that were commonly mispronounced.

Takapuna

Kohimarama

Orakei

Waitematā

Remurera

Waitakere

[ollieoneill-grad502]

Week 1 SDL - Focused Awareness Campaign Research

Find 2-3 examples of awareness campaigns + identify the purpose + objectives, the target audience, the 'call to action'. What are the collateral or touch points? Identify + comment upon the tone, design approach, the success of the campaigns (copywriting, design assets, target audience, relevance et al).

1: NZ COVID-19 Campaign

Holy Heck! Even though I've seen collateral from this campaign almost daily for the past two years, I didn't realise the emotion I felt for this campaign and how powerful it is. The team behind the campaign, Clemenger BBDO are based in Wellington and designed and developed many aspects of the campaign, from the original unite against COVID-19 Branding to more targeted campaigns like three shots for summer. ALSO THEY NEEDED TO GET THE CAMPAIGN TO MARKET WITHIN A WEEK!!

Purpose and Objectives

When the COVID-19 pandemic reached Aotearoa, it was clear that misinformation would be a major problem that the government would have to combat. To achieve this a design system had to be created that was clear, empathetic and a source of truth.

Target Audience

General campaign - All of NZ. This was proven by the campaign also being designed in multiple languages such as Tongan, Te Reo and Mandarin.

Call To Action

The call to action of this campaign is immediately clear as it also serves as the name "Unite against COVID-19". On their website the Clemenger team talk about the thought process behind the name, Firstly rallying all of New Zealand together with "Unite" then using an active call to fight with "Against" and finally calling out what we are fighting against, not people but the virus.

Touch Points

Wide ranging, to target as many people as possible. Posters, TV Ads, Social Media Ads, X banners for government briefing rooms, QR code posters, App Design, Website Design.

Tone + Design Approach

Fricken really well done, few things I picked up. Their typeface of choice "Omnes" has a soft, clear and empathetic look that characterizes the branding, its very open and inviting but can also deliver strong points in it's bolder weights. The tone behind the campaign was very much a Collab between the GOVT and the studio according to the Creative Director in charge of the project, with the studio believing that the best result would be to ask people to do something then to tell them why. The use of colour was also particularly interesting, with a lot of white and negative + Black for type and their pictograms. The yellow is quite attractive, not scary as some other tones could be, but instead warm and friendly.

This campain has been reported on and studied around the world and is regarded by many as one of the best response to the pandemic

2: Talk about it - Mental Health Awareness

Aim - To curb the rise in instances of Self-Harm among Indian high-school students in cities.

Target Audience - Indian High School Students aged 14-18

Call to action - To seek out their school counsellors on a regular basis to work through difficulties in there learning.

Touch Points - A series of posters, Classroom Kit (A pamphlet to be filled out, Badges and stickers)

The design approach is really relevant to the Gen Z audience, with the handrawn style font and illustrations - the designer put a lot of thought into creating human like characters that don't represent a particular gender and can be interpreted and related too by many different groups of people.

This campaign while haven't heard about it prior to finding it on Behance is very attractive to me and would defiantly perk my interest if I were to see it on the street.

[ollieoneill-grad502]

Awareness Campaign Research

[ollieoneill-grad502]

Week 1 Notes - Monday

What is an awareness campaign?

An awareness campaign is a targeted campaign with the focus of drawing attention to an issue and to help contribute to change within a community, an organisation, or at a larger level

Call to action, persuasion, understanding, creating empathy, social good, tactic familiarity, Change of behaviour

What is its purpose?

Increase Awareness

This is the the bottom line when it comes to why an awareness campaign is an important.

It ensures audiences know what the issue is about.

Educate

Awareness campaigns are platforms to inform and educate your audience about the issue and its related matters.

Engage

Awareness campaigns should engage its audience to its message and call to action.

What is a design system?

A Design system is a set of shared and interconnected patterns that can have many parts, and these can be very elaborate modular structures.

A design system is a way to conceive design when a series of outputs need to be produced.

A design system is a collection of reusable components, guided by clear standards, that can be assembled together to build any number of applications.

A design system isn't only a collection of the assets that you use to build a communication campaign. Its like a big box of Lego pieces that can be assembled in near-infinite ways.

Awareness campaign Ideas

Keywords - Identity and culture, Transport and Access, Home and Places, Environment, and Heritage

Ones that I would like to focus around- Diversity, Language, Growth, Future, Restore, Custodian, Identity, Protect, Aotearoa, Tiriti o Waitangi, Tāmaki Makaurau, Social, Past, Schools, Public, Communities, Heritage, Society, Connections, Value

1st Campaign Choice

Campaign Subject - Encouraging the use of and education of the proper pronunciation of Te Reo Maori

Why does your campaign subject need to have awareness brought to it? A lot of famous places in Aotearoa have names that many people still struggle with pronouncing correctly/do not know the correct pronunciation of, including in our city Tāmaki Makaurau. It is especially important that the next generation, Gen Z learn the correct pronunciation and have the tools to do so, in order for the revlizalisation of Te Reo to continue.

What would be a successful outcome to your campaign?

For our Aotearoa's mokopuna, Gen Z to not only have the knowledge and tools for learning the correct pronunciation of Maori words and phrases but also the meanings behind key words.

2nd Campaign Choice

Campaign Subject - Student Living Conditions - Not having enough money from allowances to live off of without working

Why does your campaign subject need to have awareness brought to it? There are over 175,000 Uni Students in New Zealand, and currently for many, their student loan or allowance simply do not give enough in the way of living costs to support students. This can result in many students juggling long hours of work as well as study, as well as many students settling for bad living conditions

What would be a successful outcome to your campaign?

3rd Campaign Choice

[ollieoneill-grad502]

Awareness Campaign Keywords

1- Bringing awareness to the correct pronunciation of place names around Tāmaki Makaurau and wider Maori words in general.

Language, Culture, Understanding, Racism, History, Local Places, Next Generation, Change, Complex Issues RESPECT

2- Student Allowances and Loans that match the cost of living for Students

Students, Poverty, Renters and Housing, Equitability, Living Conditions, Food Affordability

3- The Neglect of Homeless by Auckland's Council and the general public

Humans, Compassion, Dignity, Housing, Public,

[ollieoneill-grad502]

Week 1 - Course Introduction and Awareness Campaign Research

This week we received our brief for this Semester, with our task to develop a design system to be used for an awareness campaign. The main target audience for this is a Gen Z demographic in Aotearoa, so having a youthy vibe is ideal

Potential Formats

TikTok / Reels

Instagram Stories

Printed Poster Billboards

Street Signs - Signage glued down to pavement - Small stickers

Formative Deliverables

Proposal Presentation - Due Week 6

10 minutes x 10 slides - Include interviews, articles,relevant data, campaign case studies, work-in-progress, design assets,copywriting, appropriate (APA referenced) research that relates to your awareness campaign inquiry.

Upload to canvas Proposal Presentation (Min 10 Slides)

Tumblr Blog - Research + design process, case studies, Inspo, testing ideation.

Summative Deliverables - Due Week 13 27th October

8-Fold A3 double sided Poster Zine

To Include the distillation and organisation of final design assets via a design system that activates awareness, connections, storytelling and communicates the campaign topic.

Awareness Campaign Project Document - Printed bound A3 Landscape + PDF - 1000 words minimum (APA Referencing)

To summarise your approach to conceptual and contextual thinking, including examples of ideation and interaction, processes, systems, etc. Also include relevant content, data and research. Self Reflection

This will also include a final campaign Artwork, which will be a minimum 3 page portfolio spread to be inserted into the project document.

Finished artwork to include a minimum of 2 final designed outcomes that must employ two formats: Printed, Digital or 3d, that responds, connects and gives meaning to the topic investigated.

Tumblr Blog - Research + design process, case studies, Inspo, testing ideation.