Year 11 and 12 students create a promotional campaign for The Salvation Army
Selected Design Graphics students in Year 11 and 12 attended a workshop run by AWARD school, a creative tertiary school that teaches the skills needed for copywriters and art directors in the advertising industry, at North Metropolitan TAFE.
The workshop was run by creative industry professionals and students had the opportunity to learn how to come up with great ideas and the problem-solving skills needed to generate solutions to a design brief.
The students were given a client, The Salvation Army, and the task of coming up with ideas for a promotional campaign that would help change the way people looked at disadvantaged youth. The campaign needed to challenge their target audience to see young disadvantaged people as misunderstood, rather than scary and dangerous, with the overall goal to create a sense of belonging, personal identity and hope for their future.
The students worked in small groups and were assigned a creative director, who helped them with idea generation techniques and ways of interpreting the brief. Working collaboratively, under the guidance of their directors, they decided on what projects could be made from their ideas and produced sketches of promotional material before wrote their campaign strategies. The groups were then given five minutes to pitch their ideas to Danielle Norrish from The Communications Council.
The experience was very valuable for the students, as they were shown ways that their studies in Design Graphics were relevant to careers in the creative industry and learned the impact big ideas could have on social justice and changing human behaviour. The AWARD school will meet with The Salvation Army to present the marketing ideas that the Iona students produced during the workshop.
Caris McCabe
Design Teacher