Note: prior to starting this assignment, there is a class discussion regarding sensory deprivation and the concept of silence. Brainstorming exercises are conducted to attempt to describe silence in various forms and in various situations as being positive and negative.
Students learn to clearly express ideas and advertising concepts using excellent written communication and creatively applying verbal messages, font selection and color to create an outstanding ad with impact.
The scenario: The Canadian Hard of Hearing Association (CHHA) has approached you to create an incredible campaign for their new awareness initiative. CHHA is the national voice of all hard of hearing Canadians. It is a non-profit, self-help, bilingual consumer organization run by and for persons who are hard of hearing. The philosophy of CHHA is to produce knowledgeable hard of hearing consumers who understand how to have their needs met. Its mission is to raise public awareness concerning issues that are important for persons who are hard of hearing, to promote their integration in Canadian society, to remove any barriers to their participation and to generally make every community in Canada a better place for persons who are hard of hearing.
The mission:
1. Students represent a creative agency who has agreed to use their advertising expertise and resources to give back to a charitable organization. The goal is to make the hearing population of Canada sensitive to CHHA's mission, and encourage them to donate time or money to this cause.
2. Students must show sensitivity. This advertising is not meant to be a pity party. Members of CHHA are active an vital contributors to society and must be treated with the respect they are due. Choose your wording carefully. Put yourself in their place.
3. Of course, there's a catch. You may not use any images at all in this assignment, other than the CHHA logo. Your ad must be a copy-only ad, so choice of wording and font selection is of the utmost importance.
4. Research this organization and its members and use this information to identify your specific target market, including psychographic descriptions and create a message strategy for your advertisement.
This assignment is the fourth of six in the class and at this point in the semester, students are really beginning to become bored with the standard "image + headline + tagline" challenges they've faced to date. It shakes them up to have one of the elements that they rely upon most removed completely. The resulting work has been adopted, on occasion, by the charitable organization.
Shared by Kimberly Donaldson, Cambrian College
Students learn to clearly express ideas and advertising concepts using excellent written communication and creatively applying verbal messages, font selection and color to create an outstanding ad with impact.
The scenario: The Canadian Hard of Hearing Association (CHHA) has approached you to create an incredible campaign for their new awareness initiative. CHHA is the national voice of all hard of hearing Canadians. It is a non-profit, self-help, bilingual consumer organization run by and for persons who are hard of hearing. The philosophy of CHHA is to produce knowledgeable hard of hearing consumers who understand how to have their needs met. Its mission is to raise public awareness concerning issues that are important for persons who are hard of hearing, to promote their integration in Canadian society, to remove any barriers to their participation and to generally make every community in Canada a better place for persons who are hard of hearing.
The mission:
1. Students represent a creative agency who has agreed to use their advertising expertise and resources to give back to a charitable organization. The goal is to make the hearing population of Canada sensitive to CHHA's mission, and encourage them to donate time or money to this cause.
2. Students must show sensitivity. This advertising is not meant to be a pity party. Members of CHHA are active an vital contributors to society and must be treated with the respect they are due. Choose your wording carefully. Put yourself in their place.
3. Of course, there's a catch. You may not use any images at all in this assignment, other than the CHHA logo. Your ad must be a copy-only ad, so choice of wording and font selection is of the utmost importance.
4. Research this organization and its members and use this information to identify your specific target market, including psychographic descriptions and create a message strategy for your advertisement.
This assignment is the fourth of six in the class and at this point in the semester, students are really beginning to become bored with the standard "image + headline + tagline" challenges they've faced to date. It shakes them up to have one of the elements that they rely upon most removed completely. The resulting work has been adopted, on occasion, by the charitable organization.
Shared by Kimberly Donaldson, Cambrian College
