safer cities - creative brief
TRANSCRIPT
8/9/2019 Safer Cities - Creative Brief
http://slidepdf.com/reader/full/safer-cities-creative-brief 1/12
Safer Cities Campaign brief
8/9/2019 Safer Cities - Creative Brief
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Background
• By 2030, we will have approximately !" billion girls living incities! #ndia contributes !$ million to the global population
• %irls in cities contend with the duality of increased risks vs!increased opportunities! &ith every girl getting the
opportunity to attend school facilities, she also runs the riskof getting to school safely
• Because # am a %irl 'rban (rogramme is a )oint programmebetween (lan #nternational, &omen in Cities #nternational*&#C#+, and '-./B#/ to build safe, accountable, and
inclusive cities with and for girls in all their diversity for thesame purpose we are launching ‘’Safer cities”campaign
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Challenges faced1(roblem
Statements
%irls face several barriers in accessing facilities due to
• ack of street lights unlit or unsafe parks crowded public
spaces and streets limited signage and street namessexual harassment 1 assault
• 'nsafe and unreliable public transportation informal publictransportation systems lack of gender-sensitive drivers
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Campaign 4b)ective
o increase and maximise awareness 5outreach for6Safer Cities7
o engage target audience into, Call to /ction, whichis 6# will raise an alarm 8 call 007
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'nderlining overall campaigntheme
• Think: 9Bystander support in warding o: incidents ofcrime is turn key to making our society safer!;
• Feel: 9/s a responsible bystander on <elhi7s roads, it
is my moral responsibility to ensure that my city issafer for girls !;
• Do: 9# will raise an alarm 8 call 00!;
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arget %roup
Geography: <elhi 5C=
Language: Bilingual *>nglish, .indi+
Psychographic: B2 to <
eha!ioural: ?ay or may not be aware of (lan #ndia, concerned with harassment issues but maynot know what to do
Demographic: /ge- @-"" years ?ale and Aemale * ratio+ Bystanders *people who would usually travelby public transport or have business which takes them to public
places freuently+
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Campaign (lan
Determining " #e!eloping well #e$ne# %ampaign &#entity "%reati!es
colour semiotics, logo, freeDing of tagline * # want my City to be safe! ! >tc+ #!>C leaEets5 banner, merchandise designs * -shirt, wrist bands, stickers + !!etc in con)unction
with (lan7s branding guidelines
u'' an# ran# (cti!ation Plan
)nline *+,-.,/0 *limited to witter, Aacebook, youtube, pinterest and maybe (lan
website+
)1ine *2,-3,/0 *B!! activities limited to radio spots, free spots, workshops ,
street events, infographic, videos in metro station 5 Eash mobs1awareness activities
in prominent places- <illi haat, ?etro stations, bus stops *may be+!
%ampaign Duration 4 56-7, #ays in en# of Fe8ruary9 early arch
%ampaign tracking
online F(#7s5 tracking and oGine surveys through basic uestionnaires
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Campaign identity 5 Creativereuirements
Building on existing Safer Cities promotions " De!eloping the%ampaign i#entity through;
•Colour Semiotics•Safer City ogo•Campaign guideline• Safer City tagline• <eHned Campaign messaging•Complete Campaign architecture
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Creative <eliverables• eaEets• ><?5 <?7s
• /wareness Banners
• posters
•
?erchandising * -shirt, pens, wrist band Creatives, bags,stickers! ! !need base+
• Survey1 uestionnaire *creative only+
• /ny other marketing collateral designs1creative
• provocativeIs
• #nfo graphics• >vent support only limited to Creatives
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Fey ?essages to aid in Creatives
• Both girls and boys need a safe and empowering environment to
achieve their potential! #f we invest in girls eually, all children beneHt,the country beneHts!
• Safe access to public services such as schools, bus stops, work place
go a long way in increasing girls7 participation and contribution to thesociety and country 1 economy
• /utonomous and safe mobility on roads and in public transport *buses,
autos etc+ is a strong propellant for girls to feel safer while conductingtheir daily routine activities!
• Bystander support in warding o: incidents of crime is turn key to
making our society safer!
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>xisting Safer Cities CreativesBookmarks