Save the Children: Project Proposal

SAVE THE CHILDREN – READ ON, GET ON.

What’s the problem?

Every year in the UK 130,000 children leave primary school not reading as well as they should. 40% of all children from poorer backgrounds.

What do they want you to do about it?

Deliver a creative resource that will inspire and motivate the target audience.

What are they trying to achieve?

Inspire and motivate dads to read to their children, and by 2025 to have every child as a confident reader.

Who will benefit?

Dads and kids.
Raise awareness for Save the Children Charity, UK poverty and reading.

Who is the audience?

Dads; mainly with children under 11 and those in low income families.

What are you expected to communicate?

To inspire and motivate dads to read to their children 10 minutes a day.
To include specific logos and slogans.

How will the idea/concept be delivered?

·         A creative resource that will inspire and motivate our target audience (dads) to read to their children for just 10 minutes a day.

·         Can take any form – print, online, advertising/video/ infographic.

·         Must leave audiences with an understanding of just how much of a difference 10 mins a day reading with a child can make.

Why have I chosen it?

I think it’s a great cause and it’s crucial for children to learn to read and great to improve on the amount of dads reading to their children.

What do I want to get out of it?

Push myself to create something to persuade the audience.
In order to do this I will have to explore using devices to move the audience.
A lot of concept development and planning will be needed- something I need to improve on in my work.

What do I want to produce in response to the brief?

·         The tone will be fun, personable, enthusiastic and engaging.

·         An imagined world of learning and fun between the dad and child. After a dads hard day – escapism/relaxation/fun. After child’s day – learning to read/life skills/fun/calming before bed.

·         Could be any time of the day however… some dads may get home when their kids are already asleep – instead of a fag break ring them and tell them a story or let them read to you.

·         The dad could be in uniform/work clothes. Normal/low income jobs doesn’t necessarily have to be a suit. – Could be a gif flipping through images of dads reading to their kids in all different outfits and situations – morning/lunchtime/evening, inside/outside/in the car, to one/two/the whole family.

·         Imagined story fills room/scene…. Could be the same story throughout? Maybe with the Save the Children/Read on Get on slogan/logo on the cover?

·         Could show the child succeeding and reading successfully/retelling the story/drawing out/acting out the story without his dad showing he has learnt skills/gained emotionally from ‘story time’.

STUDIO BRIEF 1: Individual Practice

The problems I aim to solve are…

·         In the UK 130,000 children leave school unable to read as well as they should.

·         40% of these are from poorer backgrounds.

·         Dads may not think they have enough time (the campaign targets 10 minute approach).

In order to solve these problems I will…

·         Inspire and motivate dads to read by portraying it as a fun activity.

·         Engage the audience with my creative response by creating a visually exciting/imaginative scene.

·         Move the audience by including images of father and children bonding (over books) – hit the guilt nerve in caregivers and hopefully encourage them to act on it (increase reading).

I will be aiming to communicate (3 specific messages/ideas/moods)

·         A fun and enthusiastic mood.

·         A message encouraging reading.

·         Bonding time between dad and child.

To an audience of (name 3 characteristics)

·         Dads

·         Other caregivers

·         Children themselves (to ask their dads to read more to them)