The group had been thinking all week about what words to put on the posters to communicate the desired message to the target audience. The key themes were; seek help if you are in debt and avoid debt if you are not already in difficulties. With a list of all the suggestions to hand the group looked through some Advertising Golden Rules relating to what works and what doesn’t work in printed media. They then began to apply some of their ideas to the four poster formats with the help of a projector and a white board. No idea was a bad idea at this stage as the group tried out lots of different strap lines and wording.
Check out their final suggestions on the Mock-Ups page.
Time was against us with a very tight schedule and lots of decisions to make so we wasted no time in getting straight into the creative work. The first task was to scale-up some paper to represent the four different poster formats; Billboard, Bus Streetliners, Bus Rear and Telephone Kiosk. Leroy from advertising agency Rathbone Media had sent us the specific dimensions we were working to with each format. Once we had done this we stuck the shapes onto the windows and began to select the best photographs to fit with each shape. This was a long process and there were plenty of ideas to test out and discuss. With the four photos chosen it was down to Jim to sketch out and create the cartoon for each of the scenes. While Jim worked on this using Photoshop and Illustrator software the rest of the group began to create some simple background elements using simple stencils and spray paints.
Meanwhile back in his studio up in Yorkshire, Jim Cereal was busy sketching up a few early concepts! He had taken the evil credit character and begun to see how it would work with some of the photos shot during the first photo session. These sketches were emailed to the group for feedback to help him prepare for the final arts session tomorrow.
Day two of the shoot and Paul Knivett returned to work with the group to capture the final images for the campaign. After reviewing the previous images the group set to work on the task. They felt it would be good to introduce a new character to the shots and to see how that changed the perspective. Once the shots were in the laptop Paul then took the group through some basic post-production techniques to show them how different moods and effects could be achieved.
With the campaign imagery concepts decided it was now time to shoot the photos. Paul Knivett re-joined the group to help them capture the shots they needed. Paul set up a mobile photography studio and used a variety of lights and draped background to achieve the desired effects for the images. The group were able to review the shots immediately on the lap-top to make sure they had all the variations they needed.
The results are fantastic!
To see the results, click this link visit our photoshoots page.
For the next stage of the campaign we brought in the Art Direction talents of Jim Cereal to help the group devise a series of striking concepts for the adverts. Jim shared lots of examples of artwork, design styles and billboard campaigns with the group before the creative activities got started. We challenged the participants to come up with five concepts each which would present their key messages to the audience. From the Lifecycles of Debt exercise the group imagined what messages would have helped them the most when they most needed support. The group came up with 30 ideas!
Go to our Artwork Concepts page to see the results:
Once the ideas had been pitched together by the group, three were chosen to go through to the next stage.
The Lifecycle of Debt exercise was all about helping the participants to identify and communicate key moments in their individual journeys. Moments that were significant in their experience of debt. The group were asked to start the lifecycle wherever they wanted and to end in the present day. The group responded to the task in a very open and frank manner and their stories proved the point that the cycle of debt is a very complex set of issues and circumstances which can all impact on each other. With all these key moments committed to paper the group could then focus on drawing out images and scenes which could communicate a message to their desired audience.
Today on the Being the Change Campaign, Inspired Youth welcomed experienced Professional Photographer Paul Knivett to join the group! The purpose of the session was for the group to learn some useful photography skills and techniques in order to shoot their design concepts over the next two days.
Paul brought his experience, a full studio shoot set-up and lots of examples of different techniques to show the group. The group looked through some examples of various lighting and composition techniques and then got their hands on the kit to practice some skills.
To see the results visit our Photo Skills Session page here.
To follow on from discussing experiences, opinons and the social context of debt and financial difficulties the group then began to look at how debt could affect an individual. We asked the group to create two characters, one male one female who are experiencing financial problems. The group drew an outline of the two characters on paper.
On the outside of the characters they described external factors which contributed to the character’s situation; eg. relationships, decisions made, their behaviours, behaviour of others, unforeseen circumstances etc. On the inside of the characters they described the impact of these factors on the person themselves; eg. self-esteem, motivation, emotions, thoughts and feelings. The results were very striking and began to help us unpack some of the complex issues which may be underlying what people see on the surface of an individual.
The group had a frank and emotional discussion about the pitfalls of debt, catch 22 decisions, coping with difficulties, the help and support they had accessed and some of the misconceptions that are held by people about the issue. The group looked at lots of different images and chose a few each which they felt best described their experiences of debt and financial problems. Here are a some of the images chosen and some of their views.