Thoughts for men.
Thoughts for men is what I am calling my campaign, as i believe that it is what men are thinking. For my social campaign I started to think about what I could do that was different to what The Body Shop has already done. They have covered social campaign ranging from HIV to Sex Tracing. They have done a campaign which is stopping violence on women, and as my target audience is men, I thought about creating a campaign poster for stopping abuse towards men, as its not always the women getting abused. I also thought about men's health. I thought that testicular cancer awareness would be an obvious choice for a social campaign for men, so I was put off thinking that a lot of people would do it. But as the Actual Body Shop brief is for women, not many people will direct their social campaign towards men.
Testicular Cancer Poster.
A lot of men spend time with their hands down their pants, for no good reason, therefore I thought that I could make them do it for a good reason. Testicular cancer is nothing to joke about, although making a serious subject more light hearted, it is easier to approach. Creating the illustration to make it fit into the same amount of space allocated was tough but it just meant that it might be quite narrow.
Type on the poster.
Thinking of a interactive method for my concept was quite easy as it just came from my thoughts for men campaign. A loyalty card for men is the interactive part of the poster campaign. The loyalty card would allow the male audience to earn points as they bought Body Shop products, this would be called ‘man points’. For example for every five pounds spent instore they would receive a man point, which tallies up to ten. The audience would have a physical loyalty card and then they could go to the Body Shop website and view their account to find out how many points they have. Each reward station is known as a base, playing on the high school metaphors for relationships, this is a fun tongue in cheek message. Although a loyalty card is very obvious for it to be interactive with the audience, but this is for men, so it would be different to the loyalty card they already have. Also this allows it to go online so that you can see how many points you have, and see if you have any gifts to claim.
When starting this brief I thought that it would be an easy, simple brief, that I could do quite effortlessly. Although looking through the brief more I found that there was a lot more to it. Also after the sessions with Fred, going through the brief and dissecting it, I found loop holes in the brief. We were told to say why we thought our brief would win, so I wanted to have a good reason why my brief would win. Therefore I adapted the target audience. The brief stated that it was for women but not exclusively, it also stated that they are rule changers and law breakers. This made me want to break the laws of their brief, and change the rules to make Men the target audience.
There are very generic responses that could be done for this brief, and there are a lot of things that I could have done with the brief if I kept it targeting women. But it would have just been the same as everyone else's responses. Therefore even if my entry isn't what they are looking for, at least they will take a second look, and give them something different to everyone else's that has been submitted.
If I were to have done this again I wouldn't have changed a lot, I am happy with my submission. One thing I might have done is on the body butter posters, I would have given the body a bit more definition. But I am glad that I changed the target audience, although it would have been a lot simpler and easier to target women, it wouldn't have made as big of an impact.