The first part of the research stage of the persuasion project is to write a creative brief.
A good creative brief should cover what the aim of the project is, who you are doing it for, and why you are doing it. Having a creative brief makes your life so much easier when it comes to carrying out your client’s brief – it helps you make sense of the whole thing and to really understand what it is that they are asking for. Although our client had a brief for us, it helps to pick out the important information from that and recreate your own brief from it – it also helps to find what is missing from the client’s brief, so that when we go to see them, we can ask questions in order to fill in these gaps. A creative brief will help both myself, as the designer, and my clients – it will:
- Provides background for the designer.
- Clarify the goals and objectives.
- Uncovers the facts and the most important parts.
- Help to gain an insight into the brand.
- Reveal the personality and values of the client.
- Create a general agreement with the clients.
- Provide the criteria which needs to be assessed.
- Indicate exactly what is needed for success.
My Creative Brief
Although I have written the majority of my creative brief, it is not yet finished. I will not be able to fully complete it until after I have met with and spoke to the clients in order to fill in any gaps that I have discovered. It is highly likely that there will be multiple changes made to my creative brief as the projects goes on.
My creative brief begins with my client’s names – Dr Ellen Evans and Dr Elizabeth Redmond – and their contact information, followed by the title that they have given this project. I then have my own name and contact details as the project designer. Next comes the background/overview, the objective, the target audience, important thing to say/show, and finally, the development phases.
Background / Overview:
The bigger picture of this project is that many cancer patients undergo chemotherapy treatment, and although they themselves are usually aware of the food safety issues that come alongside the treatment, many others, including people close to them, are not. The clients, being doctors themselves, have most likely personally witnessed the effects of not knowing or understanding the food-related issues that come as side effects of chemotherapy, and how they can affect their own patients – the clients realise and fully see how much simple awareness of the difficulties could prevent food-related infection from occurring. Their core value is the wellness and safety of the chemotherapy patients, but they will most likely also care about their family and friends too.
Objective – What is the goal of the campaign?
The primary aim and objective of the campaign is to raise our audience’s awareness of the food safety issues to cancer patients being treated by chemotherapy. We need to inform the audience of the facts and advise them from there what they can do. The friends and family will want to help their loved ones who are going through the difficult times and procedure of the treatment. For this reason, we need to convince and assure them that they are able to help if they just listen to the campaign – we will show them exactly what to be aware of and do, coaxing them into action. We want the audience to feel included in the process, as if they too are personally affected by the issues, because in a way, they are. The audience should practically be able to imagine themselves in the patient’s situation, making them think, “What if it was me in their position?”. We need to urge them to take immediate action.
Target audience – Who am I talking to?
Cancer patients undergoing chemotherapy will undoubtedly see our campaign, however, rather than the actual patients themselves, we are talking more to the people around them. The original client brief specifically says that we are trying to reach the family-caregivers of the cancer patients at Velindre Cancer Centre. Everyone from their friends and family, to their colleagues, their bosses, their teachers, and even a waitress serving them in a restaurant – the general public around them all need to know.
What is the most important thing to say or show?
The facts need to be presented firstly – the audience need to be shown and made to understand why this food safety is an issue that needs to be addressed. They need to be told that they can help to make a difference, simply by learning about it and being aware of its existence. What are the high risk foods that should be avoided by the chemotherapy patients? But not only the negative side, with what they can’t have, but the positive side, with what the alternatives for them that they can have are as well. It’s not just ‘eating the food’ that’s necessary to be included, we should include information on a wider variety such as shopping, storage, food preparation, cooking, and eating out.
Phases of creative development:
- Do we have sufficient reference sources? – adverts, brochures, videos, websites?
- Do we have contact info and links to people, research and resources that can supply us with help?
- Is it clear from the client what must be in the communication? – client requirements?
- Is it clear from the client what might be in the communication? – client preferences?
- Do we represent the client’s issues, concerns and wishes?
- Have we completely excluded everything that the client determined undesirable?