Task Three – brand identity and slogan
This is where your research should really start to kick in to the creative process. By the time you start this task you should have made some decisions regardless of whether it is an existing charity or one you have made up yourself:
- What field of work is the charity involved in? e.g. children, health, environment, international development, animals welfare, etc.
- What are the main objectives of the charity, what is it trying to achieve?
- How does it achieve those objectives, what does the charity do?
Most charities have projects and services where they actually do things to help people or situations. Some lobby the government to change laws and legislation. Some are involved in research and all charities are involved in raising public awareness of specific problems in society.
Once you are clear on all of these things, then you can start drafting and redrafting slogans and logos. The logos need only be hand drawn at this stage but the slogan needs to be quite clear.
Write down as many ideas as possible.
From the analysis of your research you should have deconstructed the different techniques used by charities to create an effective slogan.
Use these techniques to create a slogan that sums up everything the campaign is about.
Make sure it is not too obvious or statistical.
Make sure it is not too wordy or complicated.
Make sure it is not too vague or difficult to work out.
Make sure it is memorable!
You should have a ton of these from your research, but here’s a selection from the past few years:
‘Be Humankind’ – Oxfam
‘Make it stop. Full Stop.’ – NSPCC
‘Giving Children Back Their Future’ – Barnardo’s
‘Make Poverty History’ – Oxfam
‘Save the Whale!’ – early Greenpeace
‘Save the Human!’ – recent Amnesty International
‘Beating Heart Disease Together’ – British Heart Foundation
‘For All Creatures Great & Small’ – RSPCA
Choose a final slogan and a final sketch for your logo. These will be the basis of your own campaign.
Task Four – target audience
Once your charity and slogan has been approved you need to consider who you are going to aim your campaign at.REMEMBER: Adverts can have more than one audience!
Define your typical audiences using the following forms of categorization (each is linked):
