Strategy and Identity
"More accidents happen at home than anywhere else"
This project is based around the 'boring' statistic "more accidents happen at home than anywhere else". Me and Joel decided to create a domestic abuse campaign focusing on the the women's domestic abuse charity Refuge. We created a video campaign, with supporting posters as well as a object based campaign which is a small branded pot containing make up remover pads. Our slogan "More accidents happen at home than anywhere else, don't cover them up, TELL SOMEBODY" links these three pieces with the aim to encourage women to confront domestic abuse and not to pass it off as being an accident.
Final Video Outcome
For this project we have been given a boring statistic; "More accidents happen at home than anywhere else" and have to make it 'unboring' with the aim of making our audience laugh, cry or think - It should provoke a reaction!
When discussing some of our original ideas we thought about the different ways that this statistic could be interpreted; we reconsidered the meaning of the word 'accident' and played around with how the idea of there being 'more accidents at home than anywhere else' to encourage people to engage in social activities outside of the house rather than face the accidents evident at home. We wanted to be playful with the idea so most of the ideas we considered were quite 'jokey'.
We researched a campaign by 'Book A Table' where their catch line "Eating doesn't kill you sofa's do" aimed to encourage people to go out and eat rather than order a takeaway. We thought about other ways we could get people to get out of the house.
One of our main ideas was to prevent people from making mistakes on social media like accidentally liking someones photo, mistakes that can't be made if the person if focusing on face to face social interaction. We also considered the potential for home exercise accidents and thought about the potential of a funny video compilation.
We thought the 'meme' approach would be a funny way to represent this idea as its something that social users view and understand.
Our other idea was to look at how funny but genuinely painful injuries/accidents could be represented; accidents that couldn't really occur if you were out of the house. Stuff like stepping on lego, on a plug socket, getting shampoo in your eye etc. These are injuries that are recognised as having a comedic value and would relate to a huge audience. One idea we came up with was to use the end of a plug to distribute a message - it would have an image and piece of text on the back with the brand tag line 'would you rather...?'. An object based campaign could be a more interesting and memorable way to approach our idea but it wouldn't necessarily have much use or purpose after distribution - what would people do with just a plug head? If we were to create an item it would have to be useable or something that a person would want to display in their house.
Even when we completely reconsidered our idea we still looked at how we could incorporate and distribute an object as a piece of branding. We thought that something that someone could use would be more influential.
However as we began to research these ideas more we grew bored of the idea and struggled to think of an original way of to represent them without using already made memes or videos. We just didn't feel particularly inspired by the idea.
From this we completely changed our stance and style and decided to look at how the word 'accident' could be interpreted and misinterpreted and started to research domestic violence and how it can often be masked and labelled as an accident and not addressed properly by either the victim or the abuser. If executed and researched well we thought this could be a really powerful concept that could be represented in lots of different ways; video, poster campaigns, object, leaflets etc.
We researched some existing domestic violence campaigns and adverts as seen below. This helped us to get an idea of how other domestic abuse campaigns are framed, themed and developed. From viewing these we were able to tell which campaigns were most successful and how we could make them as memorable as possible. We want to start by developing an identity and then a video campaign which will be the main element of our piece. From there we will start to introduce photographic posters and distributional objects etc.
For our campaign video to be powerful and believable the makeup bruising effects we create have to be realistic so we spent some time experimenting with different face paints and makeup techniques to get a successful bruise and also with the makeup we would use to cover up the bruising in the video; it had be easily and quickly applied without smudging the purply paints behind it. We looked at Youtube tutorials to get an idea of how to do this in the best and most effective way.
The filming of the video went really well and we managed to get the final clip in a few shots. When we planned the filming we considered filming it in several frames, however when we came to it we realised it should be filmed in one shot to keep the positioning of the head in the same place and ensure that it was fluid and so it highlighted the fact that the application of makeup was a movement based process.
We played around with different lighting effects both physically and digitally. We eliminated the shine on the top of my head (the subject of the video) using tin foil around the existing room lights. We also placed digital filters on top of the film clip using premiere to create a duller, more moody light setting. We were really pleased with the outcome as we thought it represented the mood themes we were trying to portray successfully. The lighting reflected the themes of sadness and loneliness and ensured there were no additional distractions to the image. To improve we will play around with layering different audio clips over the film to fill the gaps in the middle of the video. The statistic "more 'accidents' happen at home than anywhere else" will be written on a blank screen at the end with the catch line "Don't cover them up" to really highlight the message we are trying to portray.
This is the final branding we decided on, we wanted to keep it simple as not to distract from the message we were trying to portray. We chose pink to represent women and to represent the colour theme of the Refuge website and National Domestic Violence Helpline. Me and my partner were really happy with the outcome; originally we kept all the font white but found that it got lost amongst the other words so then explored how we could use colour (pink). This visual identity remained consistent across our object packaging, poster and video so they can be easily associated with each other as well as recognisable as a brand.
We did some research into the charity 'Refuge' and the 24 hour helpline they offer to women and children to speak about any domestic violence they may be facing or concerned by.
We tested the realism of the bruising face paint on some friends and got a very positive response, everyone I sent the image to were concerned and asking whether I was ok. This test was a really important part of our process as the success of the final edit would lay in how realistic the bruising was. Without this it becomes almost jokey and the serious nature of the video is lost; this is something we were concerned with as without the level of solemnity the message is void.
INTERIM CRIT FEEDBACK
Our crit this morning went well and we received some really helpful feedback. Our tutor liked the theme and thought we represented it in an interesting and powerful way. We took a serious stance in comparison to the rest of the group who took a more playful, jokey approach so our campaign was jarring and memorable in a different way. She suggested that we offer a solution to the problem we are addressing; like the number to a helpline or charity etc. We thought we weren't allowed to advertise an existing brand so it was interesting to find out that we could and this will be something we definitely explore, whether its creating our own brand or using an existing one. She also suggested playing around with the audio in the middle of the video, which was something we have already discussed and recognised. She suggested to explore overlaying a recording of the subjects thought process or the sounds of domestic violence as if she's remembering her experiences.
She also suggested looking at other things that can be interpreted as accidents but aren't - which is the main theme we have been trying to explore. This made me think about how a child will say "I didn't mean to it was an accident" to try and get out of something which wasn't an accident at all. I do like this idea but think our idea will be more successful if we stick to our original themes and stop exploring other ideas in too much detail.
Overall we are really happy with our feedback and will continue to develop our video and idea. This week we'd like to explore creating a poster campaign using several different faces with different injuries as well as developing our video and object work.
We developed the campaign further by introducing and object based campaign, which we could hand out to our audience, as well as a poster ad. The idea behind the object was to have a small pot of make-up remover pads to represent the idea of not covering up your domestic abuse injuries with makeup, the fact that it could be given out would introduce an interactive element to our campaign and hopefully make it more memorable. The poster campaign was developed for a similar purpose to the video. We wanted to introduce two more individuals to highlight different injuries associated with domestic abuse and to give the campaign more depth, including the advertising that we also have in the video. I think these are successful and would definitely grab peoples attention if displayed in a large format on the street for example.
Final Video Campaign
FINAL CRIT FEEDBACK
Our final crit went really well and me and Joel received some really positive feedback from our tutor and our peers. Some of the main feedback was that the the visuals were really consistent through both the lighting of the photos and the video as well as the black and white branding and representation of the pink Refuge helpline number. They said that as a result of our research into existing campaigns as well as the testing of the bruises our message was very clear and the campaign as a whole was memorable because of its serious and hard hitting nature.
They suggested that the object campaign wasn't necessary as it brought a less serious tone to the overall outcomes that brought the tone down slightly; however it was something we were really keen to explore so we didn't regret producing the branded pots. One group suggested that if we were to push our idea further we could start to address males as well. We did discuss this during our project process but decided against the idea due to the fact that women more stereotypically wear makeup over men and we felt the message would be clearer if we just addressed women; by doing so we also ensured that we could use the National Domestic helpline for women and children after our research into 'Refuge'. Our tutor also suggested that the arrangement of the text on the final screen and with the branding could have been executed to a higher standard as everything sat on the left hand side of the screen and then the helpline information appeared elsewhere which she felt made it look slightly messy - this is definitely something me and Joel would consider editing.
One feedback form suggested that we get in contact with an existing charity to see if we could be commissioned work which to us really proved that we had created a successful series of work - people saw it as something that they might actually see on tv for example so we were really pleased with our outcome and feedback.