Rationale

Through research we identified the effects that sugar has on a user’s wellbeing are similar to those of a bad relationship. From this we developed a comedic rhetoric portraying sugar as a bad relationship. We are encouraging our audience of New Zealand young adults to “break-up” with their sugar addiction. Our overall visual style hijacks bright colours that are associated with sugar to appeal to young adults. Our campaign called MySugarBreakup is made of 3 key stages: awareness, engagement and sharing. In the awareness stage, posters, billboards and radio advertisements introduce the concept of sugar as a negative relationship through humour and personification. Users are encouraged to take notice and learn about their own diets and lifestyles. In the engagement stage, we have a 21-day challenge focusing on creating a healthy more active lifestyle, which people can engage with through our app. The app employs gamification with a supportive team environment to encourage positive lifestyle changes and stir up competition. The app gives users 5 specific tasks per week over 3 weeks. Each task must be checked off as ‘completed’ by the user each day. Over time, the user will reduce the sugar in their diet, positively influencing their general wellbeing. The sharing stage of our campaign encourages word-of-mouth through social media to spread the word on the issue and MySugarBreakup throughout their journey. At the end of their 21-day challenge we encourage them to give back, by inviting someone else they know to join the breakup. They would then support them; giving advice and support back to someone else. In the end we aim to positively affect the health and wellbeing of young New Zealanders through the reduction of sugar in their diet in an easy and fun way.

FINAL Dossier

Dossier PDF Link Here

Spotify/radio advertisements

As part of our advertising for the initial stage of the journey map (posters) we created 3 prototypes for Spotify/radio advertisements. The purpose of these would be to raise awareness of the campaign (along with the posters) in the effort to generate WOM (word of mouth) marketing that encourages users to visit the website, download the app and ultimately take the first step towards a healthier, reduced sugar diet. 

These advertisements are concepts we would develop further with more time. We feel the concept of these ads would be a successful and interesting way to appeal our target market, young adults, as spotify and radio are two hugely popular mediums for young adults (along with social media). 

We used a local Wellington artist for the male voice along with my voice for the female part to rein-act our poster narratives in a more personalised manner. While we were happy with how these concepts sounded, we felt that (as the advertising is not the integral part of project) these would not be included in the dossier. 

FINAL Downloadable PDF file

Presentation Document

Full Presentation PDF Link Here

Website design final

Week 12: Journey map development

We developed our journey map to be simplistic, informative and colour co-ordinated to successfully illustrate the visual flow of our campaign. We split the campaign into sections, awareness (before), engagement (during) and share (after) in order to portray the transformation over the time period.