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'Askable'Encourageparentstobe'askable'

toreduceteenagerisktaking

Centralproposition

Anadvertisingcampaigntargetedatparentsofadolescencetoencouragebecomingan'askable'parent.Researchshowsthatateenagerofan'askable'parentisconsiderablylesslikelytoengageinadolescent-

risktaking,communicatingthisthroughdesignwillhelptokeepouryoungpeoplesafer,healthierand

happier.

Abstract

[providecontext]

Today'sgenerationofyoungadolescenceareinawhirlwindworldofinformation.Kidswanttolearnhow

todrive,andtheparentsdoeverythingtheycantoteachthemhowtodrivesafely.Howmanyparents

takethesameroadwhenitcomesto,sex?AccordingtoDrRuththoseparentsarefewandfarbetween.

Insteadouryoutharelearningaboutsexfromthetelevision,music,magazinesandtheirpeers.Andit'snotjustsex.Itcomesundertheterm"agecompression"wherechildrenaregettingolderyounger,withallthe

'nittygritty'thatcomeswithit.Theneedforsupportingouryouthisgreaterthanever.

[presentconcept]

Thiscampaignwillpromotepositivecommunicationbetweenparentandtheiradolescentchildrenon

sexuality,relationshipsandotheragecompressionissues.Theaimisthataparentwillbecomeareliable

sourceofhelponnot-so-comfortable-issuestoguideadolescence.Researchprovesthatkidswhohave

'askable'parentsarefarlesslikelytoengageinteenagerisktaking.Recentlytheneedandtheorybehind

thisproposalwasrepeatedbyTheEducationReviewOfficewhomadearecommendationtotheMinistries

ofEducationandHealthtohelpparentswitheducatingtheirkidsonsexualissues.

[advertisingspecifics]

Client:MinistriesofEducationandHealthNewZealand

T.A.

-Lowsocioeconomicareasorschoolswithlowdecileratings.

-Parentswhoseadolescencearehomealoneforperiodsoftime(i.e.whileparentswork)

-Parentsofchildren11-14yearoldsthathavedifficultyordon'ttalkaboutagecompression

issues.

[outlineprocess]

IbeganmydesignresponsebyreadingNewZealandreportsonyouth,sexandcommunicationsinNew

Zealand(includingbutnotlimitedto:MinistryofHealthreports,theNewZealandMedicalJournaland

FamiliesCommissionreports.).Ithenstudiedandvisitedlocalfacilitiesthatdealtdirectlywithyouthhealth

(VibeandFamilyPlanning)aswellseeingwhatwasavailableatpubliclibrariesandonline.NZTA's'Don't

bailoutjustyet'campaignwasmybouncingblock,withcommontiestothisproject.IamattendingNigel

Lattastalk(tonight)ongirlboys,thiswillbegoodasNZparentsseemtoloveLatta(insertherewhateverit

isthathopefullyenlightensmefurthertonight:).

[rationale]

WhatmyresearchshowsisthattocommunicateeffectivelytoNZparentsthedesignsmustoutlineissues

ofsafety,healthandcommunicationbutsimultaneouslyhaveahumoroustone.Mostinternationalaward

winningadvertisingcampaignsinthisareapullontheemotiveheartstringsalone.Ithinkaimingforthis

calibreisbrilliantbutthebiggestchallengewillbeaddingNZhumourmix(i.e.NZTA'scampaign).

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Inspirations/artistmodels/visualprecedence

Thebelowcollectionisofconceptualideasthatbringinspirationtothisprojectbasedaroundtalkingtoyourkidsso

youknowwhatsgoingon,sothattheydon'thidethingsfromyouwhentheyshouldbeaskingforhelp.

-lookingbelowthesurface.

-knowtheREALSTORY(thislinkstothefairytalesearlier)

-youmaynotseeitbutitcouldbehappening

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TheNZTAcampaignsadvertisementisspotonfor

themeandtonein

Perfect.Simple,clever.Listentowhatyourkids

think/andhavetosay/beanaskableparent

pointingoutthesexualnatureofthemedia.Butasadsweneedtorememberthatkidsmaynotknowthe

difference,andmaytakeimageslikethetoponeas

normal&appropriate,whichiswhyweneedtotalk

withthem.

Advertisementsthatcompareinnocentwiththat

whichisnotinnocent,thisideaissuitableasit

juxtaposestwothingsthattellstheparentthatthey

areindenial-oratleastcouldbe-yourkidis

probablynotasinnocentasyouhope,andisprobablyjustasconfusedandfrustratedbyitasyouare.

Ilovethevisualsandtheoveralltoneofthisad.Ithink

itwouldgodownwellwithanNZaudience.possible

copy"trustus,you'rebetteroffknowingthannot

knowingwhat'sgoingon"

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WhatIhavedonewhatIamdoing

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Aseriesofimageslikethese(yaywehavehumour!-ithink!)-notalliphoneones,amixture..andacatchytag

linethatwouldcommunicate...'Breakingtheice,itisnt

alwayseasy,heckitisntalwaysvoluntry,butkeepthat

ballrolling.'

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hahahalovethe

finaltouch!"OhGodIgoogledit!"thiscanbemanipulatedfortheitsokayifyoudontknowalltheanswers,justgo

andfindthemetc,asparentyoudonthavetobeembarassedaboutthat.

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