DFR: Creative Brief & Skyping our Mentor

Wednesday was the submission date for creative briefs which we have been working on for a few days now. Following a tutorial with Wendy, I felt much more clear about how to effectively complete my creative brief. We worked under four key categories: ‘the bigger picture’, ‘opportunities’, ‘problems’ and ‘influences’.

Under ‘the bigger picture’ we had: working with families, improve quality of living, individuality/identity and isolation/loneliness.

Under ‘opportunities’ we had: to see the world differently, reducing generation gap, understanding, making new memories, improve self-worth.

Under ‘problems’ we had: budget/time, individual’s temperament and stereotypes/preconceived perceptions.

Under ‘influences’ we had: personal experiences, social lives and media/news.

This in turn helped me to develop more in depth answers to the questions asked on the creative brief. Some major questions, with my answers are below:

What’s the big picture?

Families are at the heart of our project and we aim to create work which encourages the strengthening of family relationships. Isolation and loneliness is common amongst older residents of independent living associations such as Derwen, and so the frequent visitation of family can considerably improve the overall quality of life, by tackling these issues.

What opportunities or problems jump out at you?

This project will give both myself and the older residents the opportunity to see the world differently by creating situations for intergenerational conversation and bonding. I am grateful for this opportunity to gain a deeper understanding of age related issues and conditions as my own family adapt to similar circumstances in our own lives with grandparents. I hope that I can create work which will improve the self-worth of the target audience by allowing them to make more memories.

Some problems I may encounter include budget and time, as with any other project. Specific to this project, the residents’ willingness to cooperate and my own perceptions and experiences of the older generation may pose an issue. I will consistently aim to avoid stereotypes and seek professional advice from the client where required.

What’s going on elsewhere that might influence your ideas?

My own personal experiences of caring for my grandmother with dementia will influence my ideas, as this brief will allow me to consider what my own family are missing that I could create to benefit other families in similar situations. The news has some influence over almost everything, and so I will be paying attention to anything relevant in the news or on television over the course of this project. I should also consider my own hobbies and social life as an influence for the things I may encourage for families to do with their older relatives.

Objective. What is the goal of the campaign?

The primary objective of this project is to encourage families to spend more quality time with their older relatives in independent living residences, as this can massively positively effect their lives. I would like to encourage my target audience to remember the person their older relative has always been and still is, and the role that they have played in their family in the past, if not still now. I hope to help families to realise that time with their relatives is precious and can be a great joy even in times of strain and change.

My objectives for addressing the bigger picture are as follows:

  1. Research themes of this project and organise into categories.
  2. Produce sketch visualisations of ideas
  3. Refine ideas responding to feedback and awareness of use experience
  4. Present propositions to clients in a professional manner

Target audience: who are we talking to?

My project will be aimed at families of older residents. It should appeal to all three generations (grandchild, parent, grandparent), thought the main audience is the middle generation; those responsible for making the plans and arranging visits, driving to the residence and caring for the older relative.

It is also important to acknowledge the older residents as active members of the society and appeal to them – some may be desperate for their family to visit and feel lonely and isolated often, while others may be more reluctant for their family to visit, enjoying the peace of the independent living or not wanting to be a bother. Of course there are millions of alternatives in between these examples but these are a few at opposite ends of the scale.

What’s the most important thing to say or show?

For me, the most important thing to say/show is care, compassion and consideration for both the families and their older relatives. I hope to show understanding of different age related conditions and recognition of the identity and individuality of the residents. It is important to me to demonstrate the importance of interaction between different generations and to somewhat close the intergenerational gap by helping different ages to learn from each other.

What are the most compelling reasons to believe, to try, to buy in?

This project holds a number of emotional ties which I believe will recognisable to many families. These include physical and spiritual distance from family members and the desire to reconnect, the ability to maximise independence and therefore positively impact active ageing by staying in good mental and physical health by learning new skills and meeting new people. As mentioned in Amanda’s presentation, many older people miss the person people used to see when they looked at them, and the respect they used to have (for example, one resident commented that when they were last in a hospital they were called ‘doctor’). The opportunity to assert their identity and regain their individuality will be a compelling emotional reason. One of the biggest issues for the older generation is loneliness and isolation from other generations and also from other people of the same age. This project aims to reduce this, which I think will be a draw.

On Thursday we arranged a Skype call with our mentor, Mia to properly introduce ourselves and discuss the beginning of our project. It was great to speak to her and she seemed really interested in the project and eager to mentor us along the way. Mia works long hours in London and so we unfortunately won’t be able to meet her, however we will keep in contact via Slack and Skype. Mia uses Slack at work and suggested it as a usual platform to keep each other updated on this project. We explained our brief to her in more detail and asked if she would like to see our creative briefs which we submitted on Wednesday. She is keen to see these and so when we have sussed out Slack, we will post them onto there for her to read.


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