Social Awareness Campaign Stop Think Protect – Concept
The aim of the Social Campaign Stop Think Protect is to help parents and other adults choose computer and video games that are appropriate for their families. It is also to make adults aware of the dangers of uncontrolled Internet usage or gaming by their kids. Today kids can very easy become victims of cyber-bullying. Many parents think that a game is just a game, that if it is designed for kids, it must be safe. That is not always the case. Just like films, every game has a rating, and that rating is there for a reason. Some games include bad language, violence, sex and images of drugs. Some, ranked 18+ – are only to be watched by those of eighteen years or over. The rating means that children should definitely not be allowed watch them – even when adults are playing with them.
The Stop Think Protect campaign is informative, professional and educational.
The main audience is parents of young children and teenagers, ABC1, 23-50 year old, busy working. After spending all day at work they are too tired to play with their kids in the evening, and so are happy to let them play quietly on the computer by themselves.
The campaign is also directed also at other adults who have contacts with kids as teachers, uncles, aunties, grandparents or older siblings.
This will be the identity for the Stop Think Protect campaign.
The Identity will be used across all media and will influence all design/branding and advertising campaigns. The Identity must be flexible enough to work across different media from print to screen, web and mobile devices. The identity must be fresh, appealing, and give the Stop Think Protect campaign a voice in the digital world.
- Campaign logo
- Logo plus derivatives
- Corporate colour branding guideline document
- Standard identity – letterhead, compliment slips, business cards
Research shows that children can learn aggressive ways of thinking and behaving from violent video games. That is why it is so important to protect them from adults’ games.
The campaign’s main message is directed at parents. It must shake them up, force them to pause for a moment in their busy lives and think about what their kids doing, playing, watching; how much time are they spending on the Internet? Are they safe online? It is an adult’s responsibility to protect kids from the dangers of inappropriate media usage.
All elements must be memorable, with a clear message:
- A3 Poster (using images from the video to keep the continuity of the message – a succinct message to parents with one rule on how to improve kids safety online or with gaming)
- Double Page Spread Magazine ad in the “RTE Guide”
- Short Video (for YouTube and TV, no longer than 1 minute)
- Responsive web design to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from mobile phones to desktop computer monitors).
- Easy to update for the client – CMS WordPress
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