Advertorial Awareness Campaign

My Idea: 

Grow your own crops / local food. stop using food filled with chemicals and poisoned by travel. encouraging people to set up their own micro farms in the back garden to help the environment and save their kids future. 

Narrative: Why waste money buying chemical full fruit and veg when you can just grow them at home and possibly become a little source of food for your neighbours. Think about your kids future! and let them have fun with farming, its is Norfolk! Be sustainable! 

Visual Concept: Lots of earthy colours accompanied by big clear stand out text. Clip arts to mix fun and contrast serious. Simple design so it's quick and easy to read on the go. 

 

Three Methods: 

Online Web Banner

Bus Banner

Door Drop Leaflet

What's My Target Audience?

•  I think my target audience should sit somewhere between 20s - 40s. the reason for this is that its the time frame of people having kids or having growing kids, which means they will be thinking about their kids future more and more each growing day. Its the parents fault their kids wont have a future
  
• Since I'm using Norfolk as the location demographic I think because we're such a farming county I can use that as an advantage.

 Press Release:

https://tinyurl.com/RyanStottPressRelease

Headline: 

Grow Your Own!

 Sub Header:

Why Buy Veg That’s Travelled Hours & Full of Chemicals!?

 

 Individual Media Copy:

Web Banner: 

No more poison! Leave the pesticides in the shed. Grow your own! 

 Drop Leaflet: 

• Short statements bullet points 
• Saving money 
• Why are you paying high prices for fruit and veg from other countries? 
• Why are you supporting the carbon footprint produced by the importing? 
• Why aren’t you growing local!? 
• You can grow better fruit and veg in your own garden! 
• No wasting money on expensive imported apples and pears 
• Become self-sufficient! Become independent! 
• *QR CODE* 
• Be a part of the bigger picture, help the world grow. 
• Save your money and have more delicious fruit and veg in your own garden! 
• Use QR codes

 Bus Banner: 

Its Your Fault. Be the change, for their future! 

Research into the 3 different types of media I'm going to use:

Online Web Banner:

From these 3 examples you can see that the most effective versions of the banner are simple, you need simplicity. People already barely care about your banner ads so they will be less willing to read through paragraphs just for something they might not be interested in, keep it simple, use little words, clear images, big clear text and flashy or professional colours. For example, the banners above use nice colours, clear fonts and a snappy image, the overall layout is clear and smooth.

For me the banner is going to be a little trailer almost. Just having the most basic information needed to interest and not bore the consumer, having the necessary and main content on the website linked. I will try and make it look friendly and inviting instead of a threat about the environment so its more welcoming. only using 1 photo so there isn't any clutter or over-stimulation.

Door Drop Leaflet:

A

Here are 3 examples of different direct drop leaflets. As you can see the more serious leaflets (A & C) look serious and super professional. Simple font filled with lots of information, to me these are "here is lots of information read it, its important" while B looks less serious on the front and is very interesting with its big bold text matched with the colours including basic information like price and brand name, the colours of the whole leaflet fit and make the ad stand out more than the other 2, it has more information on the back so you can learn more once you've been drawn in with the front page.

Personally i would like to base my drop leaflet on B because its more appealing to the eye and is more interesting to read. it keeps things short and sweet while giving you the bare essentials on the front and more advanced information on the back. The reason i wouldn't use A & C is because I want mine to be read, i want it to stand out amongst the rest while keeping with the environmental theme, the front cover of the leaflet shouldn't bore people, it should attract people and make them want to read it instead of it looking like a chore..

Bus Banners:

Simple and snappy since they wont be seen for a long time and not upclose. idealy youd want the brand logo/ heading/ subheading and an image. just needs to be easy to read, eye catching and very much on brand.

Graphics For Banners:

Development of Graphics

Bus Banner:

 Improving The Design to fit the message: 

 

Final: Simple, straight to the point, direct address, eye catching.  

Web Banner

I've made it connect more with my theme and keeping its simple really allows it to standout and not visually bore the viewer.

 

Drop Leaflet

 

Personally I think that the graphics themselves have changed my target audience. I've gone more threatening and less friendly for the children. personally I think like the new direction as it puts the responsibility in the hands of the parents who helped caused the problem all that time ago. I'm trying to include little fun cartoons related to gardening in the ads but I think they badly contrast with the text itself. I need to change to a more bold, clean and simple design, especially for the bus banner as that's what's the most effective in that field. Everything has changed the focus of the audience and Im going along with it. 

I think the campaign works because at its core it is simple, just grown your own veg, its Norfolk! It makes the audience think about what they could be doing and what they could be doing for the future of their children. It also makes them question why their not growing at home, it saves money, it saves fuel, its healthier and it tastes better. Where will the items be seen? well, ideally the buses with travel all around Norfolk and further to expand the movement. For the drop leaflets its too ambitious to drop them at every house in the county so i think it will be good to drop them around kings Lynn, and small villages that are a decent travel from shops so the fact you can save money is more appealing and there will be lest carbon emissions in these villages

 

Plan For Project: 08/10/2020 - 23/10/2020

1. Refine and reorganise text on the blog, have a full read through and correct mistakes 
2. Expand my research and have it be more clear.
3.  More screen grabs of the design progress to show start to finish.
4. Actually Finish the designs and have them exactly how i want them.
5. Proof check everything again