Develop the communication strategy:
• State the problem (who is the client and why have they come to us?)
Identify one area of the project that you personally will focus on. For example you might take on the social awareness campaign as your core deliverable; OR you could create the brand and merchandise packaging design, OR something with both aspects.
• Research, hunting and gathering information. (key audience, key message, social impact, competitors etc.)
Who is the audience/s for your concept of Stop Traffick; how do they get news and information [TV, internet, word of mouth]?
Use the specified target audiences as the basis for defining a more definite audience group.
For example, the social awareness campaign could target 25-60 year old people in business with influence in society and with money to donate. You CAN target this more precisely. Such as a university graduates [25-35]; or people who are active in social change [25-30] or people who are active seniors [55-70].
The people who purchase the FairTrade merchandies are 1] 25-40 y.o ethical fashion conscious female consumer, and 2] 18-28 year old youth market. some of these will be urban, multi-cultural and design savvy; others will be responsible, active consumers.
Develop a strong picture of the groups that you are talking to: do a moodboard about this group, create personas, look at their buying habits and how they shop [could be in shops, online, as a chore or as a lifestyle activity].
The Key message could be, for example:
emotional: I respect humanity , or
participation: join the Stop Traffick community by buying its products , or
activist: I will not stand for trade in humans, or
intelligent: I understand the issues
responsible consumer: I buy only socially sustainable products
• Insights from the research (what did we learn? what are the next steps?)
Note the thoughts you have during the briefing; look for interesting triggers to spark your imagination. For example: how do other social campaigns disrupt the predictable ‘goody goody’ approach to this type of issue; who would buy FairTrade products and why; where do people who buy from Stop congregate; what are the channels of information they use [Facebook, community events?]
Consider what the competition is doing in this space: deconstruct one of the Socail Awareness campaigns currently running in the media [eg the black balloons campaign b; look for other fairtrade brands and how they work.
• The strategy (what are we going to do for the project to succeed?)
How can you communicate with the audience: what type of words; images and symbols are they used to?
What are your ideas? How do they look [brainstorm the project, develop moodboard, sketches, design roughs etc]
What is the scope of the project and how much time can you devote to it? Create a timeline with realistic deliverables
REMEMBER: This is a Communication Design project – your solution requires clear communication