Self-Initiated Project

CREATIVE BRIEF: women for women

OVERVIEW

Create a campaign that engages women for women. Provide a compelling narrative to inspire working and non-working women to appreciate the value of "better together" and aim to break down the societal mores associated with unproductive rancor and the unhealthy way women act on an otherwise healthy feeling of competitiveness through a series of storytelling, opportunities for engagement, and ultimately, a point of pride (wearable).

Within the last decade a shift has taken place regarding women in the workplace and women in general with regard to equality and social constructs. The #MeToo movement and Women’s March has underscored this sea change.

This project’s aim is to create a campaign that capitalizes on the momentum of the aforementioned movements and leverage both legacy and start-up platforms to engage deeper, more productive connections and support for women through a point of pride piece.

WHAT SPECIFIC OBJECTIVE IS THIS PROJECT TRYING TO ACHIEVE?

Show the value of female camaraderie and support.

WHAT SINGLE THOUGHT SHOULD THE AUDIENCE COME AWAY WITH?

Women can be better together.

TARGET AUDIENCE(S)

Primary: Adult women ages 20+ up
Secondary: Youth women ages 12-18
Vehicle audience: Human Resources Departments, Employment Agencies, Youth Organizations

PROJECT CRITICAL CONTEXT

Leverage the brand recognition of NOW (National Organization for Women), the largest organization of feminist grassroots activists in the United States and the business approach and baked in community of The Wing, a startup brand that creates spaces all over the world for women to work, gather, connect, and thrive on their own terms for the target adult audience. Partner with Girl Scouts of America for the youth population. Will connect both adult and youth women together, but span generations from young through to mature.

ANTICIPATED OUTCOME

A system of collateral and communication tools for organizations to implement greater opportunities for women to connect and support one another. These could include (but are not limited to):

Point of pride and kinship
Swag / Poster
Social media creative
OOH
Microsite
Printed collateral

WHAT IS THE TONE?

Inspirational, strong, warm, inviting

WHAT IS THE CALL TO ACTION?

Join the movement, get connected

CREATIVE MANDATORIES

Create a piece that becomes instantly recognizable by other members or piques the interest of women to get involved. It should convey an inviting playfulness, but also confidence.

TIMLELINE

Four weeks that include four phases:

Week One: identify subject for self-initiated project
Week Two: research and exploration
Week Three: assess findings, implementation
Week Four: initial campaign designs and plan for rollout

ASSETS

All to be created

POTENTIAL BARRIERS AND/OR CONCERNS

Timeline to launch final system is tight (less than four weeks). A phased approach of deliverables is likely most practical.

SUCCESS METRICS

Membership, web, and social analytics

RESEARCH

Straight Ally symbol for LBGTQ community - denotes a safe place, safe person.

REFERENCE

Phillips, P (2004) Creating the Perfect Design Brief: How to Manage Design for Strategic Advantage. (New York: Allworth Press)

Falmouth University (2018). Brief Analysis | Podcast Videos. Application and Interactions GDE740 19/20 Part-Time Study Block S1 (Falmouth, UK: Falmouth University)