Session 3 - Insights And Concepts 02/11/11

This week we arrived at session 3 and everybody learnt about insights and how to put them into practice and come up with an initial idea for a poster. It's all coming together now and everybody is really enthusiastic to make this happen.

The session began with a brief recap from last weeks session and then an introduction about this week. We looked at the focus this week, which was on concepts and that we would look at:

- Who is the audience for the poster?

- How will we talk to them?

Then we all went over knife crime statistics that had been researched earlier in the day. The findings of the stats were really interesting:
 - The Metropolitan Police crime statistics - they show that knife crime rates have risen in the past 12 months.

- The Government crime research statistics - an assessment of the Tackling Knives and Serious Youth Violence Action Programme (TKAP).

- This article from The Guardian newspaper talks about the new mandatory tougher punishments for knife crime.

- Another article from The Guardian - Boris Johnson: Met records big increase in young people injured by knives on his watch.
- Centre For Crime and Justice Studies review uncovered some really revealing results. Here are a few of the more informative pages:

After a discussion we came up with the following comments:

- If there's a recession, people are more likely to commit more crime, because of lack of jobs, etc.

- The recession doesn't usually effect young people as most under the age of 18 years old are covered from paying their own bills, etc.

- Think about how other people are presenting their messages!

We learnt about insight in advertising.

- In order to sell things

- Poster for power of good

- Attached emotionally to a person

- You retain a message as it's authentic and this is more effective

We looked at some effective advertising and we all had to work out what the insights were.

Lurpak

Insight: breakfast is a treat and taking time over it is something you look forward to.

- Don't rush breakfast

- For people who are working

- Saying you get longer at the weekend to enjoy your breakfast

Lynx

Insight: boys will do anything to appear more attractive to girls.

- They are selling you a girl - saying that lynx brings you women

- For men 16+

Gym membership

Insight: exercise is a saturated market where there is not much difference between products. Fitness4less has a cheekier personality and users don't mind a sense of humour.

- We are just like you - appeals to your nature

- Aimed at cheeky people

Dixon's

Insight: whilst people wanted experience and top end goods they're realistic enough to want to save money too. This campaign offers both and makes the buyer feel smart.

- Selfridge's play on words - good for the tube as it has more text.

- Mixes fonts and colours

- Aimed at families and other people who want good products and can't afford Selfridge's

Volkswagen

Insight: We've all tried to control space/time with our minds as children.

- Appealing to all of our child-like sides

- Everyone's done it

- This aims it at everyone

Everybody split up into groups to create mood boards with magazine cuttings of ideas for the posters. All of the ideas were really great. Here is the video of the groups presenting their ideas.

We looked at:

- What do you want to say to the audience

- Who the typical person may be

We discussed:

- Poster 1 was more effective

- Elements of poster 3 were strong to (bullying) - you're not alone

- Key insight - no-one can change your life but you and you're not alone - what words will you use?

- How will you help with your poster? will you signpost to support services?

Staying in the same groups we came up with some insights. These were the ideas:

The insights and mood boards are being taken to a designer, who will do mock-up posters of all of the group's concepts to get feedback from young people in next week's session.

Finally we discussed residential ideas with everybody and as long as all of the activities are included nobody minds where the location is. Evaluation sheets were all filled in and the session came to an end.

News On The Project:

- A designer is interested in coming on board with the poster. He was the man behind one of the evolution posters that we looked at last week featuring the evolution line and a soldier at the end. He owns a successful design company called Barnbrook.

- A photographer is also interested in working with us, have a look at Niall O'Brien's website.