Today we met up again to discuss through our research and to see if we could gleam any initial ideas. It was a really good discussion with all of the team contributing, but it was a very long discussion to try and pin point down a good idea.
Ideas:
1. Lynx (the old brand name for Fur For Animals) had a t-shirt to promote the anti-fur campaign.
We thought about creating our own product of clothing such as a t-shirt, using a refreshed design to spark a social campaign online that makes the use of selfies and #tags, even doing a video where it appears in. This would be appropriate because of the strong link of fur and fashion, it was also mentioned that European fashion is important and it does have a global impact.
2. The design could be label focus creating a graphic diagram informing consumers of consequences of real fur. It was talked about how many fur products are miss labeled as well as not knowing which animal it is. There have also be instances of faux fur turning out to be real, this is a problem and we thought that we could help tackle this by informing how to check it is real. Consumers are then better informed on what they are buying and have the choice to reject real fur. This could extend further so that shops could display this label in their window to highlight they don't support real fur. That means the consumer is more aware and can make a better judgement. Unfortunately we were unsure how we could transfer this idea to online content as cohesively or how it would work as shareable content.
3. Create a petition, similar to what the NSPCC did.
4. Stickers, shareable (based on the research I had found about the WWF's Endangered Emoji)
From the research I had done looking at successful campaigns I came across the WWF's Endangered Emoji. This campaign uses emoji's which is a current trend, to spread awareness and help to raise money through a voluntary donation. We really liked this softer approach that didn't have such a doom and gloom aspect that makes people feel guilty. It would be something that people would want to have and use and bring positive awareness. In China they have completely different social media platforms than the West, as well as heavy censoring. To try and tackle this the stickers could have the potential to be used through their platforms which could help get the campaign recognised in that country.
5. Thinking further about the potentials of technology and how we could utilise them, we looked at virtual realities, having a walk through of what an environment is like for an animal in the fur trade. I then even mentioned the potential of games that could help to drive awareness. However as none of us have any skills or knowledge into these areas, these could just be hypothetical developments.
It was hard finding something solid and that didn't have so many drawbacks. Referring back to the brief we began discussing what actually makes something shareable?
- Funny
- Strong message
- Short attention spans online
- Relatable (people want to be able to connect with the idea or opinion, this way they can better understand it and it's effects)
- Refutable (people love arguing, if you created something that people disagree with it gets people discussing it and start talking about it and passing the message on in effect)
It was then mentioned to try and reign in the ideas and give a bit more direction, by discussing the format that would be most appropriate to get the message out there. After watching the NSPCC video I had found, 'Flaw in the Law' it inspired us to create our own video. With the rise of videos on social media, facebook particularly, we thought that would be the best approach for shareable content.
Short videos of about 30 seconds long, grab your attention immediately and should be able to play with or without sound. This is because of people generally scrolling down their timelines seeing a video but not clicking and opening it properly. High impact visuals help you to remember the message/information a lot better. We particularly liked the hand drawn illustrations used in the animation. It helps to make the tone softer but still get the message across clearly.
We began discussing the basis of what would be in the video:
- Life cycle of an animal in the fur trade.
- Playing on the freedom of choice (although could be to closely linked in with animal rights, so could diminish original message).
- Comparison of normal animal life with fur trade life (shown side by side)
- Consumer perspective - looking at a tap, can see an animal trapped in a cage.
- Sketched / moving infographics
- Voiceover
Having more of a general idea of what we were going to do and produce we decided the tone of voice needed to be quite light to make it accessible to a wider audience.
Initial idea focus is on looking a the life cycle of an animal in the fur trade and an animal in the wild, showing it's journey and the different effects on the life. Myself and Ed were going to focus on trying to come up with a strong narrative for the basis of the animation, while Kieran starts to think about story boarding and drawing different animal ideas.
We also made an arrangement to meet on Saturday 4th of March as me and Ed are going on the trip to Berlin and we believe that this would be the most appropriate time.
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