advertising briefs: design an ad competition term 1...
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ADVERTISING BRIEFS: DESIGN AN AD COMPETITION
Term 1-2, 2018
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Advertising Brief: AWESOME
OBJECTIVE Design an advertisement encouraging families to attend the AWESOME International Arts Festival for Bright Young Things in the October school holidays.
TARGET AUDIENCE Children 0-12 years old and their families.
BACKGROUND AWESOME aims to engage with young people under 12 through exciting, inspiring, accessible and challenging arts activities and programs. Based in the Perth Cultural Centre, AWESOME presents the annual AWESOME Festival, the Creative Challenge and other special projects. The AWESOME International Arts Festival for Bright Young Things is a showcase of the best and latest contemporary arts from around the world. Presented every October in the Perth Cultural Centre, the AWESOME Festival presents amazing, high quality arts activities and events for young people. The program includes new media, film, animation, contemporary dance, sculpture, installation and theatre.
ESSENTIAL ELEMENTS Your advertisement should be bright and eye-catching. You must include:
The AWESOME logo
The Festival dates – 29 September to 8 October 2018
Location: Perth Cultural Centre
Website: www.awesomearts.com
Include the hashtag #2018AWESOMEFestival
Lots of bright colours! Branding Instructions:
AWESOME must be written in capitals when referring to the company
The event must be referred to by either its full name, ‘The AWESOME International Arts Festival for Bright Young Things’, or its short name, ‘The AWESOME Festival’
FURTHER INFORMATION
You can check out the AWESOME website for further information: www.awesomearts.com
USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. A number of images for you to use in your ad can be found here: www.awesomearts.com/designanad
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Advertising Brief: Brownes Dairy
OBJECTIVE Promote FREE Brownes Dairy School Tours Design an advertisement to encourage teachers of primary school aged children to bring their classes to Brownes Dairy to learn about how we bring dairy products to the WA community.
TARGET AUDIENCE Primary school teachers
BACKGROUND The Brownes brand was established in 1886 on a small dairy farm in Shenton Park (Perth, WA), making it Australia’s oldest dairy. The school tours, which began in the 1960s, have been an institution for generations of local students where children learn how milk makes its way from the South West to their kitchen table. In total, Brownes Dairy estimates well over 300,000 young Western Australians have passed through its doors since the program’s inception, creating an enduring memory for many generations. From Farm to Fridge – The Brownes Dairy Experience Where do milk and yoghurt come from? How does it get into bottles and cartons? How does it end up in my fridge? We answer all these questions and more, making learning fun as we take students on an interactive tour with activities including: • A walk-through tour of the Dairy plant. • Meet Brownes’ Farmer Damien (also an Educator) and milk his beautiful
dairy cow Daisy, learning all about where milk comes from. • Watch a short animated documentary “Journey from Dairy Farm to
Balcatta”. • Visit the Innovation Kitchen and learn all about how yoghurt is made – and
mix your own yummy flavours. • Follow the moo-prints along the Viewing Gallery and see where Brownes
milk, yoghurt and flavoured milks are made. Brownes Dairy invites primary classes on a curriculum-linked tour of the Dairy at Balcatta, Australia’s oldest Dairy. Students from Kindy to Year 6 have an amazing opportunity to learn about; • The “Moo to You” process • Dairy Health Benefits • Science of Dairy • Food Safety • Animal Welfare • Food Miles and see first-hand how a dairy operates and produces award winning products that the people of WA have been enjoying for 130 years. Tours are year-level specific and linked to the Western Australian Curriculum Guidelines. Upon booking, Educators are provided with a comprehensive Resource Package, including excursion information, lesson plans and activity ideas, which can be used as part of their pre-visit and post-excursion learning experience. Free Brownes Dairy School Tours run every Monday & Wednesday – two sessions per day - during the school term.
ESSENTIAL ELEMENTS Brownes Dairy logo
Link to the website www.schooltours.brownesdairy.com.au
The advertisement should address the key factors described below:
Brownes Dairy School Tours are free curriculum-linked tours
Learning how food comes to be in the fridge.
FURTHER INFORMATION To find out more about Brownes Dairy visit www.brownesdairy.com.au Email: [email protected] for more information
USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. Due to copyright reasons, images from the Brownes Dairy website cannot be used in the competition.
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Advertising Brief: Crunch&Sip®
OBJECTIVE Design an advertisement encouraging children to eat more vegetables and drink water every day as part of the Crunch&Sip® program.
TARGET AUDIENCE School aged children, both primary and secondary
BACKGROUND Crunch&Sip® is a break during class time for students to eat vegetables or fruit and sip on water throughout the day. Only 1 in 6 Western Australian school aged children are eating enough vegetables, compared with 8 out of 9 children eating enough fruit. Responding to these statistics, Crunch&Sip® is focusing on increasing vegetable intake. Students are encouraged to bring vegetables from home to eat during their Crunch&Sip® time. Students can crunch on carrot sticks, celery, capsicum, sugar snap peas, cucumber or a different vegetable of their choice. Eating an extra serve of vegetables and drinking water in the classroom is healthy, tasty, and refuels the body and mind, assisting with concentration and learning.
ESSENTIAL ELEMENTS Promote the benefits (e.g. health, taste) of eating more
vegetables and drinking more water
Link with the Crunch&Sip® program
Crunch&Sip® logo
Crunch&Sip® website www.crunchandsip.com.au
FURTHER INFORMATION
Want to give Crunch&Sip® a try in your school or classroom? Head to the website for more details www.crunchandsip.com.au Crunch&Sip® is supported by Cancer Council WA and Healthway.
USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. Permission is granted for use of images (except photographs of people) or other materials from Crunch&Sip website in the competition. www.crunchandsip.com.au
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Advertising Brief: Foodbank WA OBJECTIVE Choose Superhero Foods Design an advertisement to encourage school aged children to eat a healthy breakfast every day.
TARGET AUDIENCE School aged children, K -12
BACKGROUND Foodbank WA is the leading hunger relief organisation in the State providing hunger relief to over 93,000 Western Australians every month. We understand that fighting hunger involves more than providing a meal in times of need, so provide a wide range of nutrition education programs to help teach disadvantaged groups the importance of healthy eating and cooking. Foodbank WA’s School Breakfast Program provides a nutritious breakfast to over 18,000 students every week to help keep hunger at bay in the classroom. Beyond the nutritional benefits, breakfast provides mental energy for better learning and focus and physical energy for activity and growing bodies. Foodbank WA’s Superhero Foods characters help children of all ages learn about making healthy food choices in a fun and exciting way. They also give them the skills to prepare healthy meals and snacks. One of the Superhero Foods key messages is “eat a healthy breakfast every day”. The quirky Superhero Food characters and messages are all linked to the Australian Guide to Healthy Eating and represent foods from all five food groups. List of key messages:
Eat a healthy breakfast everyday
Eating breakfast gives your brain fuel to learn
Launch your day with a healthy breakfast
ESSENTIAL ELEMENTS Promote the benefits of eating a healthy breakfast and focus on one
key message from the list above
All foods and drinks portrayed in the advertisement must be from the Australian Guide to Healthy Eating www.eatforhealth.gov.au
Must contain one or more Superhero Foods characters which can be sourced from www.superherofoodshq.org.au
Superhero Foods HQ website www.superherofoodshq.org.au
Foodbank WA logo
FURTHER INFORMATION To find out more about Superhero Foods, visit: www.superherofoodshq.org.au To find out more about Foodbank WA, visit: www.foodbankwa.org.au Email [email protected] for more information.
USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. Permission is granted for image use from Foodbank WA and Superhero Foods HQ websites www.foodbankwa.org.au and www.superherofoodshq.org.au with the exception of images of people. High resolution images of Superhero Food Characters are available to download from the Superhero Foods HQ website for use in this competition. http://www.superherofoodshq.org.au/
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Advertising Brief: RAC – primary schools
OBJECTIVE Staying safe around the roads Design an advertisement that shows an example of how to stay safe around the roads.
TARGET AUDIENCE Primary school aged road users
BACKGROUND The RAC believes that Western Australians have the right to safe, accessible and sustainable mobility. Part of a safe road system is ensuring that everyone does their part to reduce injuries on and near our roads.
ESSENTIAL ELEMENTS 1. RAC Little Legends Club logo 2. RAC Little Legends Club website: rac.com.au/littlelegends 3. The advertisement must address ONE of the road safety
messages below:
Young pedestrians should always walk with an adult and Stop, Look, Listen and Think when crossing a road.
A cyclist must always wear a helmet and follow the road rules.
Being a safe passenger in a car.
FURTHER INFORMATION https://littlelegends.rac.com.au/landing https://rsc.wa.gov.au/Education-Programs/Safety-Topics
USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. Due to copyright reasons, images from the RAC website cannot be used in the competition.
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Advertising Brief: RAC – secondary schools
OBJECTIVE Choosing the right car Design an advertisement that encourages young drivers to consider vehicle safety, ongoing running costs and impact upon the environment when buying a car.
TARGET AUDIENCE Young people who may be considering buying a car
BACKGROUND The purchase of a car is an important decision. For young drivers the excitement around this purchase may lead them to make a choice based on how the car looks rather than other, more important criteria. The RAC recommends that young drivers aim to purchase a vehicle that has a 5 star ANCAP safety rating, has low running costs and is as environmentally friendly as possible.
ESSENTIAL ELEMENTS
RAC Road Ready Logo
RAC Road Ready website: www.rac.com.au/rac_roadready
The advertisement should address the key factors described below:
3 key factors to consider when buying a car
Safety: older cars generally have fewer safety features than newer cars. This is particularly dangerous because young drivers are less experienced and therefore more likely to be involved in a vehicle crash.
Environmental impact: older cars generally have less efficient engines, resulting in increased levels of environmental damage compared to newer cars.
Cost of running a car: while older cars generally have a lower purchase price, they can cost more to run in the longer term.
FURTHER INFORMATION
https://rac.com.au/car-motoring/info https://rac.com.au/rac_roadready/drive/steps-7-to-10
USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. Due to copyright reasons, images from the RAC website cannot be used in the competition.
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Advertising Brief: School Drug Education and Road Aware (SDERA) OBJECTIVE Keep young people safe Design an advertisement to help school students identify the risks of drug use and understand how to stay safe.
TARGET AUDIENCE School aged children from Years K-12
BACKGROUND SDERA cares about the health and wellbeing of young people. We are here to help young people make safer choices on the road and in alcohol and other drug related situations. SDERA works with educators and parents to help them build resilience in young people with the aim of keeping them safer. For 20 years SDERA have been supporting schools across WA with free professional development; curriculum-mapped resources; assistance in the development of programs and plans; funding and support toward a whole-school approach; parent education seminars and more. Our services and programs are evidence-based or evidence-informed. Everything we do is supported by best practice research. Schools using our services can be confident in knowing they are using the State Government’s primary strategy for road safety and alcohol and other drug education. Our services are developed in consultation with the Department of Education WA, Catholic Education WA and the Association of Independent Schools of WA.
ESSENTIAL ELEMENTS Key message: Drug use has consequences. Know how to keep
yourself safe.
Drugs to focus on
o Years K-2: include medicines and/or hazardous substances.
o Years 3-6: include alcohol, caffeine and/or tobacco. o Years 7-9: include alcohol and/or cannabis. o Years 10-12: include alcohol, cannabis and/or
methamphetamine.
The SDERA website: SDERA.wa.edu.au
SDERA logo
FURTHER INFORMATION More information about SDERA can be found by visiting SDERA.wa.edu.au.
USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. Permission is granted for image use from SDERA’s www.sdera.wa.edu.au with the exception of images of people.
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Advertising Brief: SunSmart
OBJECTIVE Design an advertisement encouraging Western Australians to join the SunSmart Generation.
TARGET AUDIENCE Western Australian young people and adults
BACKGROUND Cancer Council research shows that Aussies are forgetting to slip on a shirt to protect themselves from the sun and that an alarming number of adults are getting sunburnt on summer weekends. Skin cancer is the most common cancer in Australia, yet most skin cancers can be prevented by the use of good sun protection. To encourage Australians to remember to use the five forms of sun protection, everyone is invited to join the #SunSmartGeneration. Today’s children have grown up with the SunSmart message and are our most SunSmart generation ever. Parents understand the importance of protecting their child’s skin with rashies, hats, sunglasses, shade and sunscreen. However, it’s important that adults protect their own skin too. It’s never too late to prevent further damage and parents play an important role in setting a good example for their kids. The sun produces ultraviolet (UV) radiation that can damage skin cells and lead to skin cancer. Everyone in Australia is at risk of getting skin cancer because we have very high levels of UV radiation. You can’t see or feel UV radiation, and it’s different to heat. It doesn’t need to be hot to be a high UV day. Sun protection is required when the UV is 3 or above. SunSmart encourages Australians to protect themselves in 5 ways from skin cancer:
1. Slip on sun protective clothing 2. Slop on SPF 30 or higher sunscreen 3. Slap on a hat (not a cap) 4. Seek shade 5. Slide on some sunglasses
ESSENTIAL ELEMENTS Design an ad that encourages adults and young people to be good role models and defend themselves against skin cancer when the UV is 3 or above. For example:
Promotion of wearing an appropriate hat (not caps)
Not tanning (e.g. ‘Don’t Cook for Looks’)
Protecting yourself in 5 ways from UV
Joining the #sunsmartgeneration
Encouraging your parents or other adults to be SunSmart
Include the SunSmart logo. Try to aim to promote the positives of using sun protection, rather than negative aspects. For example, make sun protective hats trendy and the clothing stylish.
FURTHER INFORMATION www.cancerwa.asn.au/sunsmart www.myUV.com.au View our latest advertising campaign at www.myuv.com.au/campaign/
USE OF CORPORATE IMAGES Information regarding permission to use images from sponsor websites or other materials as part of the Design an Ad competition is listed below. However, students are strongly encouraged to compose their own images through photography or artworks. Permission is granted for image use from www.myuv.com.au and www.generationsunsmart.com, with the exception of images of people.