The aim of this brief was to create a cinema advert and campaign that would make people become aware of vision mission. In doing so getting the public to donate R2,50. . By playing on the idea of childish innocence we hope to instil the idea that people’s donations are needed and that small donations can in fact make a big difference. Through the use of humour we hope to capture the audience’s attention.
Children are gullible, their childish innocence leads them to believe and act on myths and tales e.g. Eat carrots and your eyesight will improve. As adults we can tell the difference between fact and fiction. We know that vision can’t be improved by eating carrots but by wearing glasses. The copy line ‘Children will do anything to improve their vision even eat their vegetables’ plays on the ‘feel good factor’ not guilt
Our extended brand contact points in the form of a website, combo’s, movie posters and the self help terminals support each other as a whole. The contact points have been chosen in such a way that they raise awareness and generate funds without bombarding Ster-Kinekor clients with donation requests. The chosen contact points attempts to establish trust in Vision Mission and brand it as a worthy cause.
Group Members
Kirsty Griffiths – visual communicator
Jenna Kerr– visual communicator
Megan Elliott– visual communicator
Deidre Van Wyk– copywriter
