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Family protection center   creative brief

Family protection center creative brief






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    Family protection center   creative brief Family protection center creative brief Document Transcript

    • Creative Brief <br />Background:<br />The Family Protection Centre is the shelter for victims of domestic violence, offering support and help in the form of medical, psychological, social and legal consultation, conflict resolution and hosting special cases.Domestic violence has become a serious problem that poses a threat harder than wars and diseases as it eats into the core of the society: the family.Tackling such a problem is a challenging effort since Arab societies including the UAE is known to ‘deny’ and ‘hide’ such problems as a result of prejudice and hypocrisy. <br />What do we want this advertising to do?<br />Announce that the door is open for help and support for domestic violence victims and abusers.<br />Who are we talking to and what insights do we have about them?<br />
      • Victims are divided into: Women, Children, Disabled, Elderly.Abusers are primarily MEN.Insights:What’s common is a feeling of insecurity, pain and silence. The longer the abuse continues, the more difficult it often becomes for the victim to leaveThe victim is most likely to ‘carry’ violence with him to the next generationThe abuser is fragile and sensitive from the inside
      How do we want them to describe the brand—how would they talk about its benefit and character?<br />
      • Imagine a war, the survivors losing hope for a decent life to followA door opens from heaven, spreading light over darknessThe door leads to a secure shelter, where victims can find protectionThus, victims would describe the shelter as the ‘safe heaven’ that keeps them secure and brings them back to a peaceful life.Benefits:Tangible support: accommodation, health servicesIntangible support: security, consultation
      What’s the single most important thing we want them to take out of this?<br />SPEAK UP BEFORE IT’S TOO LATE.<br />How can we make this believable?<br />The only way to get help is by asking for it.<br />Is there anything else worth thinking about that might help us get to great creative work?<br />Aggressiveness and Drama.<br />Are there any executional mandatories?<br />
      • Three themes:Physical ViolencePsychological ViolenceSexual ViolenceMedia: TV, Radio, Print and Outdoor
      Quantity<br />
      • Three creative concepts.
      Communication Language<br />
      • Arabic & English
      Option 1:<br />11334757856220<br />Option 2:<br />14478007875270<br />Option 3:<br />15328907818120<br />