This is my creative brief for my Communicating with men project.
Communicating to Men
Liam Mullen, 07715049571 , Mullen.firstname.lastname@example.org
1. Background / Overview:
The Overall project will be assisting the people of the Gaer area and the Derwen Hub, and to focus on the male audience and to encourage their engagement within the community getting them involved and developing friendships, clubs and a friendly welcoming atmosphere among the residents.
The main problem is the stereotype of stubbornness that surround the target audience, they aren’t extremely likely to engage with new ideas or accept outside help.
A lot of other groups I have previously heard of have community trips with a small fee where the transport and bookings are taken care and the residents can relax and enjoy themselves without having to organise anything. Also clubs and interest groups that provide people with roles and responsibilities.
2. Objective. What is the goal of the campaign?
The main focus of the campaign is to involve the male residents of the Gaer area and the Derwen Hub to provide them with a sense of value and happiness, as well as getting them to make friends and participate in activities that will get them out of the house to engage with others. We want to do this with respect and care, and not to patronise the target audience.
We want to approach them in a way that will make them want to take charge and integrate into new communities and develop roles among their clubs and community.
3. Target audience: who are we talking to?
The target audience for this project are the elderly males in the Gaer area and Derwen hub. These are a stubborn target audience and will need a lot of persuasion to get involved in activities or engage with advertisement.
4. What’s the most important thing to say or show?
The most important thing to show to the target audience is that they have a purpose and value, to offer them an outlet to engage with willingly to encourage them to make friends and socialise between themselves without being too forceful and respecting their own choices.
5. What are the most compelling reasons to believe, to try, to buy in?
It would instill confidence and a sense of purpose to the target audience, any activities and groups can provide them with roles among them, which can bring out a sense of responsibility and uselfulness among their peers as well as providing them with a boost of happiness.
6. Phases of creative development
Here’s where you can include your own methods, insights and initial ideas.
Some of my ideas were to try outings to watch local sports games (Rugby/Football) as well as hobby based clubs where the residents can share a passion and bond over certain activities, films or music. Also a minibus where all the residents could pay a small fee to be collected from their homes to get to and outings planned or to bring them to the hub to participate in activities.
Phase One: Inspiration
Phase Two: Experimentation
Phase Three: Idealisation
Phase Four: Synthesis
Phase Five: Implementation
[x] Do we have sufficient reference sources: ads, brochures, documents videos or websites?
[x] Do we have contact info / links to people, research or resources that can help the creative team?
[x] Is it clear from the client what must be in the communication, and what might be in the communication? What are the client requirements versus client preferences?
[ ] How do we represent the client’s issues, concerns, wishes?
By not being patronising and respectfully approaching their needs and sense of independence by not being to forceful with our approach.