EP - Girls Pocketless Clothes, FINAL DECISONS

feedback for existing campaigns -

-social media is a very good way to show support and to convince brand to change

-but don't rely on just social, have a print or tv aspect too

-make the message clear

-the professional campaigns have a very simple branding

-not overly feminine visually

-simple to understand

-create community

-have a social hashtag

-create a campaign people want to wear/share

-make it easy to support

MEDIA

After studying a range of different successful feminist and female lead change campaigns a few features where identified as the causes. One of the main aspect was the off the campaigns studied they all had a large cross media social presence (the ones created in the social media times anyway). The campaigns used social media either to argue their points at the focus of the issue (Reebok and rick ross), or by creating pages themselves followers can interact with (this girl can, like a girl). Many of the campaign are built around a hashtag, this hashtag directly express their intent, allowing it to spread virally.  To follow the same success of these campaigns this outcome will cover social media. 

Having a social presence will spread the outcome world wide over the medium, whist also allowing follower to visually show their support. The aim is to show the range and mass of audience that is unhappy with the issue to the brand as to convince they need to change.The use of social media campaign will encourage the consumer to react and response. involving their voice into the campaign to build up the argument. 

Feedback from the original ideas also support the creation of a social media campaign, feeling that as it needs to show the support this is measurable way to do this. 

Even-though social media is effective as to show the audience support, the campaign researched also showed a range of other medias used. TV ad and print campaigns seemed popular and effective to target the consumer audience. This outcomes aims to target companies, so the focus should be on social where brands can see this support but also via a physical print campaign that could be used at riots (like the women's riot).

Feedback from the target consumer also suggested a Pin, Sticker and Patch campaign as this is a new trend favour by the audience. This medium give the consumer a means to show their support in a media that appeals to them visually in a manner and is seen as trendy, then when worn will share/wear spreading the campaign to their peers. This also a current trend, and research into the target market highlight the need for the campaign to follow trends as to be popular. 

NAME

Throughout all the researched campaigns the message was very clear, what they wanted to change and who they wanted to talk to.  The message was summed up into a short sentence, a hashtag then this used as the campaign name and branding. This outcome needs to focus on a the issue, summed it up into a 3 word (at most) sentence that expresses the aims without needing more explanation. 

The name also has to work over twitter as a hashtag without spaces, and be sort to fit with 140 character count therefor being short fits with this. Also over twitter the name will be seen without visual therefor it need to explain the concept alone. 

VISUALS

The range of ideas studied all strayed away from over feminine visuals, the aim of this is to appear as a very serious strong campaign. This idea differs for this, all the research campaigns are around very serious life altering issue related to the subject were as this is less serious issue. Feedback from a crit explore how as this brief is for a less serious issue the visuals should represent this. The tone need to match it's need, this is an issue but it's not as important as other issues and therefor should not try to mimic them or seems overly dramatic. Feminine, lighthearted, visually pleasing (something the audience will be proud to share) tone. 

AUDIENCE

This is a female issue, and an issue that faces most females but this will focus on 13 upwards. This is due to the clothes shops that produce clothes aimed at this age group are the main issues. 13 is the age girls start buying clothes themselves, and making choices on their own clothes. Any women over the age of 13 could suffer for this issue, as at different points in their women needs pockets for different reasons. The focus should be around those with a smart phone, as research showed this is usually what pockets are needed to cary and currently cannot fit securely. The research show support from women from a range of age groups, the articles, tweets and image posts seem all to be from women of different generation. Feminist will also be targeted as they are audience most likely to support the issue and view the injustice.      

DISTRIBUTION

Focusing on social media as to distribute the social stickers/social aspects, this as it is a common feature exposed via research into campaigns, this aims to follow this pattern as to mimic the success. The patches and pin aspect of the campaign will sell via the social media pages, but also an idea is to to donate part of this funding to a feminist/linked charity as to show support for more serious feminist issues. Also the print campaign could be send off to range of active feminist in areas, so they can raise awareness of the cause in their areas/meetings.