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Creative brief
- 1. When was the last time you referenced The Preamble? Can you recite it?
- 2. We the People of the United States, in Order to form a more perfect Union, establish Justice, insure domestic Tranquility, provide for the common defence, promote the general Welfare, and secure the Blessings of Liberty to ourselves and our Posterity, do ordain and establish this Constitution for the United States of America.
- 3. Introduction ● Originally ran as PSA to change hearts & perceptions within political landscape ● Focused on semantic analysis of capitalized words ● Social Impact Studios is looking for a fresher look to support re-launch
- 4. The problems, as we see them.
- 5. The Preamble Project currently has no measurable action for consumers to engage with the campaign.
- 6. The positioning and goal of The Preamble Project can be confusing for consumers.
- 7. There are barriers for Millennials preventing them to move from a passive political stance to an active one. Consequently, Millennials are not as politically involved as they need to be.
- 9. Short Term: Raise awareness of The Preamble Project & drive engagement through a strong CTA to visit campaign website & use a hashtag on social media platforms. Long Term: Increase political involvement in millennials through education about the importance of being active, beginning with the Preamble.
- 10. The Research.
- 11. 79% of millennials in 2015 do not consider themselves engaged or politically active. Harvard University of Politics. “Survey of Young Americans’ Attitudes toward Politics and Public Service.” Harvard.edu.
- 12. Less than 25% of respondents believe they are knowledgeable about politics. Bradwell, DiVante and Sirolli, Natalie. “A Political Survey”. Survey. 22 February 2018.
- 13. Over 90% of respondents feel overwhelmed by politics. Bradwell, DiVante and Sirolli, Natalie. “A Political Survey”. Survey. 22 February 2018.
- 14. 78% of respondents feel discouraged or uncomfortable discussing politics with someone close to them. Bradwell, DiVante and Sirolli, Natalie. “A Political Survey”. Survey. 22 February 2018.
- 15. So, what does it all mean?
- 16. Politics are complicated and the complexity turns off millennials who are not already deeply invested.
- 18. When you’re politically at wits’ end, reevaluate where you’ve started - with The Preamble.
- 19. Who does this message resonate with?
- 20. Millennials: 18 to 35 Living in Philadelphia Interested/disinterested in politics from 2016 Presidential election The “Confused & Conscious Couch Potato” ● Knows politics is important but too overwhelmed to get involved. ● Suffers from “bystander effect” ● Needs catalyst to venture into political territory
- 21. Kyle, 21
- 22. Amanda, 24
- 23. Mandatories.
- 24. Tone Empathetic and with ethos. Suggestive, evocative.
- 25. A strong CTA to use the hashtag #apreambletopolitics A strong CTA to visit www.thepreambleproject.com The Social Impact Studios logo An execution of OOH ads in the form of: Mini billboards, Transit Station billboards, and transit shelters In-Ad Requirements
- 26. We, are the people. We, have the power to make a difference. We, are in control of our future & every action counts.
- 27. Any Questions?
Hinweis der Redaktion
- When was the last time you came across the preamble? Don’t be embarrassed most of us can't remember, or think back to grade school.
- Here reads The Preamble originally written in 1787 as part of the Constitution. This can be found in the beginning of the Constitution as it sets the frame for the rest of the document The preamble was written to embody the aspirations that we the people have for our government
- We plan to raise awareness of the Preamble Project by driving engagement with the campaign using a social media hashtag. Our long term is to increase understanding and get millennials involved, with something as simple as connecting with the Preamble.
- Me and Natalie then begun primary & secondary research to get an understanding of how millenials fare in today's political climate.
- A study done by Harvard, suggest that many millennials don't consider themselves involved in politics at all.
- We conducted an online survey to get an understanding of millennials & politics. Less than a quarter of respondents feel informed about politics.
- Many respondents are feeling overwhelmed, with all of the hot button topics in the media - people suffer from a lack of understanding as well as over saturation of politics & “news”
- Politics is a touchy subject, and is something that can almost be considered “taboo” to discuss amongst friends and family. People are afraid that their differing opinions could cause rifts in their close relationships. Sometimes when people disagree in politics it can be seen as attacking their worldview. Many people have some sort of understanding of where they fall on the political spectrum - rather it be where they decided to stand, or how they were raised. We also conducted IDI’S that uncovered some of these same findings.
- But we realized something when we took at look at the big picture…. This confusion about politics isn’t new. It’s been happening with every generation and in fact, stretches back about 300 years.
- "I doubt too whether any other Convention we can obtain may be able to make a better Constitution. For when you assemble a number of men to have the advantage of their joint wisdom, you inevitably assemble with those men, all their prejudices, their passions, their errors of opinion, their local interests, and their selfish views. From such an Assembly can a perfect production be expected? It therefore astonishes me, Sir, to find this system approaching so near to perfection as it does; and I think it will astonish our enemies, who are waiting with confidence to hear that our councils are confounded like those of the Builders of Babel; and that our States are on the point of separation, only to meet hereafter for the purpose of cutting one another's throats. Thus I consent, Sir, to this Constitution because I expect no better, and because I am not sure, that it is not the best." So with that in mind we want you to know…………….
- Lead up to this Spend more time talking about it Rationale Benefit How it solves the problem
- Meet Kyle, Kyle never really took a deep interest in politics. In the midst of a hectic political environment, Kyle learned about issues that interested him and wants to get involved to make a change but doesn’t feel confident in his understanding of politics to do so.
- Amanda did not vote in the 2016 election and is regretting it. Following the election, Amanda began to feel embarrassed not having well developed opinions on the issues like some of her peers - and wants to learn. She’s having trouble believing things she reads online because of fake news, but fings scholarly articles relating to politics dense, time consuming, and boring.
- We want our campaign to have a tone that provokes consumers to develop an immediate opinion on their current stance in relationship to politics. Our campaign should also be developed in a way that evokes an interest in #thepremableproject that encourages consumers to engage and share the hashtag. While we plan to directly tell consumers that they should act, We also know that people have different worldviews - and want to encourage action without aggressively pushing a major change in values.