Brief Cyber
The client
Your Customer is the Open Society Foundation Bratislava (OSF) who continuously works on increasing the ability of vulnerable groups such as Roma, women, LGBTI etc. to actively participate in public life. Promoting human rights and changing public attitudes are crucial in achieving this goal. Initiating and facilitating discussions that address controversial issues is one of the possible approaches that OSF uses to reach the goal. Promoting dialogue between different segments of society, including civil society organizations, government officials, professionals and young people also rank high as OSFs strategy.
The brief
Your customer wants a b2c campaign focused on students and young people that will single out our inability to learn from events/lessons of history. Your customer wants a campaign that will make young people aware about wider social context of their opinions, judgements and strong beliefs that effect coexistence with ethnic, social, racial and religious minorities. The customer seeks a campaign that will make young people more sensitive and able to recognize signals that might lead to limitations of freedom, promote injustice or extremism.
Insight
Slovakia, as well as Europe, has very rich historical heritage with plenty of examples of different extremist events and closed or semi-closed societies that carry strong, currently relevant message that indicates the possibilities of further development.
The situation
Extremist and radical notions and ideas are spreading and rising mainly between younger generations. Lack of our attention and inability to “get” and “learn” from the lessons in history is striking. Lack of critical thinking and / or motivation to act combined with low knowledge of history and decreasing critical thinking (especial lint he online environment) produce charged atmosphere that fuels hateful attitudes and actions against minorities and different vulnerable groups.
Message
We want young people to be sensitive and attentive towards signals that may indicate restraints of rights and freedoms that we have historically already experienced. Some of these previously restricted rights include: freedom of speech, freedom of movement or entrepreneurship (through-out the socialist state); restraint of rights and freedoms of peoples from different racial and religious groups or nationalities through-out the Slovak State; lack of universal suffrage or the ability to determine the fate of one’s own nation through-out the Austro-Hungarian Empire.
Response
The campaign is meant to work with the „eureka effect“ - the target group will realize that those things they’ve learnt about in history classes are as present, as they were back then and that indeed they contain an implicit threat for our current lives. What if today we are creating a kind of a „future past“ and that it is in our best interest to be cautious about any radicalization of the situation.
Target Audience
High school and secondary vocational school students aged 15 to 20 with low rate of critical thinking skills, that tend to approach things as they are, in a simple manner.
Tone of Voice
The campaign is designed to shock by implementing new, perhaps unexpected point of view on a given topic using historical examples in the light of recent events.
It is crucial for the campaign to be communicated to our target group in a clear, obvious and very comprehensible style avoiding any barriers between the discussant and audience. It is not our intention for the campaign to be overly complex and hard to comprehend. As a matter of fact, the message of the campaign must work around relatively low knowledge of historical context and predisposition of our focus group towards simple, rather than in depth messages.
Competition overview
Teams are briefed to create an integrated social media campaign, explaining how the use of social media answers the brief in a creative way. The objective is to show how the power of social media technology can answer the client’s brief and provide a creative solution aligned to the technological evolution of social media (online and/or mobile).
Deliverables
1) The use of 3 social media platforms (in JPEG format, one JPEG for each platform)
2) Written submission of the campaign including:
- Campaign summary
- Creative insight - How can creativity help solve the problem using social media platforms and technology?
- What is your solution? - The platforms, technology and tools used and why?
- How does it work? - How will the social media solution help answer the brief and solve the problem faced by the client?
*Each part should be no more than 150 words
3) An image summarising the campaign (in JPEG format)
Content
For intellectual property issues, you are only allowed to use content (images, videos, sound) from the Shutterstock website: http://www.shutterstock.com/ . A free download facility from this website will be made available for every team by the partner of Young Lions Slovakia Isifa from 27th April to 29th April 2016. You are allowed to share images from Shutterstock only with your team members. There is no permission to download, save and share images after the competition. In the case of misuse, the terms and conditions of Shutterstock will be followed.
Username: CRYoungLions1
Password: SLYoung1
For Shutterstock support contact Jan Bouda from Isifa:
tel: +420 605 229 222
mail: jan.bouda@isifa.com
Banned items
To provide an equal opportunity to all, you will be required to use the hardware, software and content authorised by the Organisers and the Sponsors.
Entries must not have any names or agency branding.
Other important Info/Rules
- Deadline: 29th April 2016, 12.00 (noon)
Contact
For technical support contact:
Tel: +421 911 233 350
Mail: support@zlatyklinec.sk
For support contact Petra Švorcová:
Tel: +421 905 551 556
Mail: petra@kras.sk
