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Problem to Solve Too few caregivers are aware of the importance of the first few years of life and of some of the simple ways in which they can help provide the stimulation, nurture and protection so essential for their child’s development. Brief Propose a toolkit including a digital activation, print ad and video idea to raise awareness among caregivers about how early stimulation helps foster children’s cognitive, social and emotional development in the critical first years of life. Creative Idea Charging Childhood Development The campaign will feature the universal symbol of a mobile battery charge to convey the idea that children, like phones, need to be “charged” to reach their full potential. Education around forms of “charge” – “play” – will be executed through strong photographic visuals and emojis. Combined in the form of an equation, the emojis will be used as a key to signal the developmental benefits and impact of play activities. The toolkit must be global in its appeal but with flexibility to be adapted locally. Mobile First Battery Symbol as Creative Metaphor: play “charges” childhood development. Assignment Native Language: use of emojis is native to mobile and encourages participation. Raise awareness among caregivers about the importance of children’s first years for social, emotional and cognitive development. Delivery Mechanism: SMS will serve as the primary communication channel. Encourage caregivers to engage in learning through early childhood stimulation. Increase brand identification of UNICEF with early childhood development. Repetitive Messaging: regular charging will serve as an ongoing reminder. Product Use: The phone itself can be a stimulation device. Look and Feel Universal Access and Understanding A series of hero shots of children playing in various locations across the globe will be featured throughout the campaign. This offers flexibility for local application. 8.6 billion mobile devices estimated; in the developing world penetration is at 90% Simple visual language crosses language, culture and literacy levels Concept of “charging” inherently conveys performance and strength Emojis are a friendly means to depict the sensory attributes of ‘play’. These will be a consistent element across the advertising, SMS messaging and social content. A non-technical solution to reach widest possible audience Charge your Childhood Charge child’s Development development For children under 5, early stimulation is linked to better cognitive development and futur e success. Charge their potential with multi-sensorial play. + + + + = Download our free play resources to learn more. Visit unicef.org or text PLAY to 55545 Print Global understanding through use of the battery icon Large and highly kinetic photography gives sense of movement and play Headline makes the benefit of play clear Body copy explains the importance of early stimulation Emojis indicate the need for multi sensorial play, in any language Call to action is to visit website for free resources, follow social channels, plus SMS service to reach low bandwidth users UNICEF logo always clearly displayed Children Charging Mobile Built for mutli-screen and with HTML5 to reach the widest possible audience across accessibility levels. SMS campaign will send regular tips for play activities, customized based on the user’s geography, age of child and time of day. Bite-size messages will include education, suggested help and associated emoji symbols. These can also be sent via facebook mobile push notifications. Social sponsored updates will appear native in news feeds to achieve the KPIs of social reach and video view. The video will be cut and time optimized per channel to increase view duration. The phone itself can become a sensorial tool used to initiate play. Flip phones can be used to produce light, sound and vibrations. A medium expense phone can contain a gyroscope (rotational screen sense), a compass (orientation), and a barometer (GPS). Free Msg: CHARGING CHILDHOOD DEVELOPMENT: Singing helps your baby learn rhythm, which can lead to long-term pattern recognition. Sing a favourite song during your next meal and see if baby can clap along Digital and Social A full digital resource toolkit will provide downloadable worksheets to serve as instruction guides and play activities for caregivers’ use. This ensures the material is accessible to the broadest possible audience, generating engagement at a low cost. Kids at the centre this morning Programmatic targeting and known demographic data can serve the most relevant display advertising to strike the hearts and minds of the viewer. Cinemagraphs will bring static displays to life, drawing attention and encouraging participation. Information can be added via rotational gifs. Through use of #PlayCharges, a weekly ‘global play score’ will be determined based off aggregated hashtags. Users can access their individual score through the website and receive recommended activity tips and relevant information based on their tracked progress. This ensures the repeated web visits. Participants can share their results online and invite others to ensure encouraged participation. Icons and photo overlays will be available for caregivers to layer over photos when posting on social media, increasing brand identity and virality. Offline access points (health stations, medical centres, schools) will be linked and tracked via social checkins. Click-through will drive to UNICEF website and social channels. #playcharges Video Open with compelling education around the need for early cognitive development. The hero shots will come to life in a highly immersive experience worth sharing. The first images will feature the youngest children, those who most critically need play and charge, and grow older as they progress. As play increases the charge in the battery symbol will fill up. The script and voiceover will focus on the sensorial actions -- speech, music, colour, touch, imaginary play, group play, water play, etc. Music will begin somber and emotional but become more positive, playful and strong as the battery charges. Final end frame will reveal the UNICEF logo and call-to-actions for play tips at the website and social channels. The video will be 360, meaning users can tilt and rotate their device to explore more and discover the full scenes of these children enjoying their play. This low cost way to produce stunning social content offers a rich and immerse experience. 360 videos are particularly known for increasing view duration. Social cuts of the video should be optimized across channels. Additionally, ‘light’ versions will allow access for low bandwidth users and therefore increase reach. Print Video Digital Online Resource SMS messaging campaign, text-only No-Low bandwidth Print campaign in local hospital, schools and health stations. Video distributed and aired at medical centres via health workers Tips to convert phone into play device: light, sound & vibrate Downloadable PDF worksheets, optimized for screen reading SMS messaging, including emoji Print-ready activity pages Medium bandwidth Print campaign, plus distribution at community centers Video light cuts offered & optimized per channel (WhatsApp, WeChat, SnapChat, Vine etc) Free software to convert phone into more sophisticated play device Low-data, bundled download kits, for easy sharing User-posted hashtags Video pre-roll on social, targeting parenting and paediatric websites High Bandwidth Print campaign, plus digital print, parenting magazines and outdoor Sharable video with personal tag SMS messaging, including emoji & GIFs and links to resources/games on website leveraging existing resources User-posted hashtags and personal photos/videos with campaign overlays 360 viewing on hand-held devices Facebook push notifications based on desired tips Digital worksheets for online use and interactive games ‘call-and-respond’ play videos for child viewing Social communities that facilitate virtual and IRL connection with other carers/ children for group play Charging Childhood Development Summary Merci Beaucoup Unicef! Raise Awareness Charge symbol provides easy understanding of the issue Campaign to run on parenting and paediatric sites Sponsored updates for reach Compelling imagery and online cinemagraphs to grab attention Encourage Video accompanied by interactive component to encourage click-through to education Caregivers encouraged to share personal video/photo for influencer validation Groups established to connect caregivers within communities to provide group play Visual badges offered for users to use in personal profiles #PlayCharges to link all organic content Brand Identification SMS campaign Online portal contains toolkit content with instructional and interactive resources RICKI KAPLAN Brand Supervisor, Venables Bell & Partners KAT CALLOW Global Digital Media Manager, Unilever We met at Cannes Lions Young Marketers Academy 2014