Persuasion – The Brief

As part of our project, ‘Persuasion’, there will be three main areas to work through: research, then ideation and finally application.

For this project, we have the choice to pick between a range of live client briefs. The client brief will have an overarching aim, and objectives that will help them achieve their aim.

The client brief titles to choose from include:

  • Dementia Friends
  • Fair Trade Wales
  • Flood Awareness
  • Food Safety
  • Global Steps
  • Glofa Navigation
  • Radio Glamorgan
  • Size of Wales
  • Twice the Size of Wales

The two briefs that I am most interested in are Dementia Friends and Food Safety. These being my two favourite and the ones that I hope to when we pick tomorrow. It is necessary for me to have a second choice as the ‘picking’ process is on a first come first serve basis – there can only be 6 students per brief. To prepare myself for the project, I have done a small amount of research into both of these briefs and the clients behind them.

Dementia Friends

The project title of this brief is, Becoming a Dementia Friend: Raising Awareness and Changing Perceptions. First things first, I had to find out what a dementia friend was. From my research, I learnt that a dementia friend is somebody who learns a little bit more about what it’s like to live with dementia and then turns that understanding into action. Anybody at all can become a dementia friend so of course, so that I am able to prove that I am committed and know exactly what I am talking about, I signed up and became one.

The clients, the Alzheimer’s Society’s Dementia Friends programme, want help in encouraging their residents to join them in becoming a dementia friendly organisation. They have already had all of their staff take part in a session and next they want to roll out the sessions to as many residents as possible too.

Food Safety

The aim of this brief’s project is to develop a series of short ‘food wellbeing’ interactive videos for the family caregivers of chemotherapy patients to ensure food safety and nutrition during treatment.

Before seeing this brief, personally, I didn’t even know that there was need for food safety awareness among cancer patients – this is why I found this brief particularly interesting as it was something new to me, even though cancer is such a serious issue. From my research, I found that cancer patients having chemotherapy are at more risk of getting ill as they are unable to fight infection – illnesses that we would not consider particularly serious are amplified, such as coughs, colds, the flu and food poisoning. Although most chemotherapy patients tend to be aware of the dangers, many people are not. For this reason, the clients, the Food Industry Centre, want to increase the awareness, in particular of the family-caregivers at who will be spending time with the chemotherapy patients. They want to supply the carers at Velindre Cancer Centre with a health focused resource in order to potentially reduce the risk of foodborne infection among the patients there.

The Stages


  1. Creative brief and persuasive communication – it is down to us to get in touch with the client and find out about their existing campaigns, marketing, branding, etc.
  2. Stimulate the imagination – we will be given an issue (e.g. poverty, racism, war, etc) to curate a collection of related media examples and then present these to out client.


  1. We are required to present three concepts in response to the brief. The concepts should demonstrate ability to develop ideas using a variety of media.


  1. In this stage, we synthesise our concepts – focusing, selecting and combining ideas to form a direction for our work, so we can then decide on graphic detail. For example, I could make a prototype to consider the design and user experience.

Make a Creative Brief

  • Write down your initial problem as you see it.
  • Re-write the initial problem as a question – How do…? How might…? In what ways might…?
  • Identify with the client – Who are they? Where are they? What do they do?
  • Identify with the audience – Create a map of everyone you might be communicating with, both direct and associated. (E.g. the direct target audience may be cancer patients and then associated is their friends and family, etc)
  • Think of all the possible persuasive actions and all the interpretations of these actions – Donate, attend, demonstrate, etc.
  • Generate a series of action statements that bring these elements together.

Published by

Amber Lloyd

Graphic Communicator

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