8/9/2019 Safer Cities - Creative Brief

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Safer Cities Campaign brief 

8/9/2019 Safer Cities - Creative Brief

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Background

• By 2030, we will have approximately !" billion girls living incities! #ndia contributes !$ million to the global population

• %irls in cities contend with the duality of increased risks vs!increased opportunities! &ith every girl getting the

opportunity to attend school facilities, she also runs the riskof getting to school safely

• Because # am a %irl 'rban (rogramme is a )oint programmebetween (lan #nternational, &omen in Cities #nternational*&#C#+, and '-./B#/ to build safe, accountable, and

inclusive cities with and for  girls in all their diversity for thesame purpose we are launching ‘’Safer cities”campaign

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Challenges faced1(roblem

Statements

%irls face several barriers in accessing facilities due to

• ack of street lights unlit or unsafe parks crowded public

spaces and streets limited signage and street namessexual harassment 1 assault

• 'nsafe and unreliable public transportation informal publictransportation systems lack of gender-sensitive drivers

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Campaign 4b)ective

 o increase and maximise awareness 5outreach for6Safer Cities7

 o engage target audience into, Call to /ction, whichis 6# will raise an alarm 8 call 007

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'nderlining overall campaigntheme

• Think: 9Bystander support in warding o: incidents ofcrime is turn key to making our society safer!;

• Feel: 9/s a responsible bystander on <elhi7s roads, it

is my moral responsibility to ensure that my city issafer for girls !;

• Do: 9# will raise an alarm 8 call 00!;

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 arget %roup

Geography: <elhi 5C=

Language: Bilingual *>nglish, .indi+

Psychographic:  B2 to <

eha!ioural:  ?ay or may not be aware of (lan #ndia,  concerned with harassment issues but maynot know what to do

Demographic: /ge- @-"" years  ?ale and Aemale * ratio+  Bystanders *people who would usually travelby public transport  or have business which takes them to public

places freuently+ 

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Campaign (lan

Determining " #e!eloping well #e$ne# %ampaign &#entity "%reati!es

colour semiotics, logo, freeDing of tagline * # want my City to be safe! ! >tc+ #!>C leaEets5 banner, merchandise designs * -shirt, wrist bands, stickers + !!etc in con)unction

with (lan7s branding guidelines

u'' an# ran# (cti!ation Plan

)nline *+,-.,/0 *limited to witter, Aacebook, youtube, pinterest and maybe (lan

website+

)1ine *2,-3,/0 *B!! activities limited to radio spots, free spots, workshops ,

street events, infographic, videos in metro station 5 Eash mobs1awareness activities

in prominent places- <illi haat, ?etro stations, bus stops *may be+!

%ampaign Duration 4 56-7, #ays in en# of Fe8ruary9 early arch

%ampaign tracking

online F(#7s5 tracking and oGine surveys through basic uestionnaires

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Campaign identity 5 Creativereuirements

Building on existing Safer Cities promotions " De!eloping the%ampaign i#entity through;

•Colour Semiotics•Safer City ogo•Campaign guideline• Safer City tagline• <eHned Campaign messaging•Complete Campaign architecture

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Creative <eliverables• eaEets• ><?5 <?7s

• /wareness Banners

• posters

•

?erchandising * -shirt, pens, wrist band Creatives, bags,stickers! ! !need base+

• Survey1 uestionnaire *creative only+

• /ny other marketing collateral designs1creative

• provocativeIs

• #nfo graphics• >vent support only limited to Creatives

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Fey ?essages to aid in Creatives

• Both girls and boys need a safe and empowering environment to

achieve their potential! #f we invest in girls eually, all children beneHt,the country beneHts!

• Safe access to public services such as schools, bus stops, work place

go a long way in increasing girls7 participation and contribution to thesociety and country 1 economy

• /utonomous and safe mobility on roads and in public transport *buses,

autos etc+ is a strong propellant for girls to feel safer while conductingtheir daily routine activities!

• Bystander support in warding o: incidents of crime is turn key to

making our society safer!

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>xisting Safer Cities CreativesBookmarks

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