nyce 2014 - w+k challenge - uofo
TRANSCRIPT
NEW YORK CITY EXPERIENCE 2014
Daniel Caldas
Sidney Madge
Kasey Coffey
Jackson Landgreen
Delaney Pratt
Wieden + Kennedy NYC challenge
Why should they believe us?
National college debt is at all-time high and increasing. After the 2010-11 school year, about 57% of public four-year college students graduated with an average debt of nearly $24,000. That debt can narrow someone’s job choices and make it harder to obtain a mortgage for a new home or a bank loan for a new business. Those who struggle to repay their loans will continue to do so as it is not forgivable in bankruptcy court.
What would we like them to do?
Make the most of
tomorrow. Plan today.
Creative Brief
What’s the problem?
One of life’s biggest financial decisions is often made without the benefit of long term financial planning.
What do they think now?
My financial future begins after college.
What would we like them to think?
My financial future begins before I walk on campus.
Who’s the client?
An aging financial services company.
What’s the goal?
Acquire a new generation of clients.
Who are we trying to involve?
College-bound student loan applicants.
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Interview with freshman students regarding theircollege experience and relationship with financial institutions.
Questionaire sent to high school students aimingto acquire data regarding their understanding ofdebt and student loans.
What we did
Our findings
First: the truth
The whole point of educationis to get a job.
This was the insight thattriggered our curiosity tounderstand the relationshipbetween the student andfinancial agency.
Responsibility
awereness
High school Freshman Sophomore Junior Senior
Focus onsocializing, not studying.
Move out thedorms and live onyour own house.
Classes get harder. Students need tofocus more onstudying.
Students realize they have towork on finding a job in orderto fulfill the cultural truth.
Second: What is happening onstudents’ minds throughout thecollege experience?
Years
Truth: “The whole point of education is to get a job.”
Debt
Responsibility
awereness
High school Freshman Sophomore Junior SeniorFirst contact
w/ LoanService
Loan service “saves the future ofthe student”.
Loan service “sabotages
the future of thestudent”.
Third: How does the relationshipbetween student and financial agency work?
Years
Truth: “The whole point of education is to get a job.”
Debt
Hope
Responsibility
awereness
High school Freshman Sophomore Junior SeniorFirst contact
w/ LoanService
Varies from student to student.
Years
Fourth: why do studentshold debts for many yearsafter graduation?
Truth: “The whole point of education is to get a job.”
Debt
Hope
Responsibility
awereness
High school Freshman Sophomore Junior SeniorFirst contact
w/ LoanService
Our goalTo raise responsibilityawereness in studentsearlier to keep theirhopes up.
Years
Fifith: what shouldchange?
Truth: “The whole point of education is to get a job.”
Debt
Hope
Responsibility
awereness
High school Freshman Sophomore Junior SeniorFirst contact
w/ LoanService
Focus onsocializing, not studying.
Students realize they have towork on finding a job in orderto fulfill the dream educationcreate.
Our goalTo raise responsibilityawereness in studentsearlier to keep theirhopes up.
Loan service “saves the future ofthe student”.
Loan service “sabotagesthe future of thestudent”.
Debt meetsresponsibility.Varies from student to student.
Years
Truth: “The whole point of education is to get a job.”
Classes get harder. Students need tofocus more onstudying.
Move out thedorms and live onyour own house.
Responsibility AwarenessEven though students understand that in orderto fulfill the dream of getting a good job aftergraduation they have to be responsible abouttheir studies, college culture negatively influencemany not to be.
DebtStudent loans are supposed to exist toallow someone to have the opportunity tofulfill the dream of having an educationand secure their future. But, thus ofcollege culture, financial agencies end upbecoming the “evil entities” in thegraduation process.
HopeThus of poor academic performance, students struggle to find a job that willeffectively help them to make enoughmoney to pay their debts.
Our goalOur real challenge is to create a platformthat would help students secure goodjobs after graduation.
Insights
Solution
Our solution stands on the creation of a platform that would serve as a mediumto connect students and future employers. It would be a program thatkeeps loan borrowers in constantcommunication to the financial agencyin order to help them during the entirecollege experience.
Solution
Hope Dream
Medium
The student The job
Where our solution stands.
Graduation
Team
cargocollective.com/danielcaldas
www.delaneyrpratt.com
www.kaseycoffey.com
jacksonlandgreen.wix.com/jacksonlandgreen
www.sydneymadge.com
Thank you for all yourguidance and opportunities.
CAROLYN CHAMBERS DISTINGUISHED PROFESSOR OF ADVERTISING, ADVERTISING AREA DIRECTOR
331 Allen [email protected]
MPhil, 2010, University of Ghana; BA, 2007, University of Cape Coast, Sociology/Geography
SENIOR INSTRUCTOR
310 Allen Hall541-346-3754
NEW YORK CITY EXPERIENCE 2014