After completing a YCN brief in 16/17, I am able to recognise that this is a student competition organisation whose values and way of working reflects my own and therefore I am encouraged to submit to the 17/18 competition.
As the briefs that I am focusing on for this module must reflect my own interests, the brief that I have chosen is Art Fund.
The following information has taken from the brief document as being key aspects to the brief.
Brief: Create a campaign that can drive sales of the Student Art Pass amongst university students.
Background:
- Art Fund is a UK charity, founded in 1903
- Helps museums and galleries buy and display works of art
- Most of the funding comes from the sales of the National Art Pass
- The pass offers free entry into over 240 charging museums, galleries and historic houses in the UK + 50% off major exhibtions
- £5 for students, £65 other
- Limited passes available at £5 for students
Creative Challenge:
- Convince all students that visiting museums and galleries can help them step out of their daily lives and get a new perspective on the world
- Inspiration for studies
- Relax and reset
- The campaign will appear in university media and online in autumn 2018
Key Insights:
- Technology is a large part of a students daily life
- 'Most students feel slightly uncomfortable about the prevalence of technology in their lives. They wish they could switch off more'
Key Messages:
- Student National Art Pass can help you switch off, relax and find inspiration
- A whole year of art for just £5
The Channels:
- Posters, on-campus stunts, university intranets, digital screens in lecture halls, university magazines/papers
- Social media (paid-media formats)
- Who could Art Fund partner with to raise awareness of the offer on campuses? (unidays?)
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