Final Project for Art Direction and Copy Writing at Ithaca College
We created a mock campaign encouraging parents to support their children and to educate themselves on the warning signs of suicide for The Trevor Project. This book contains several versions of a magazine advertisement, media placements justifications, a direct mail piece and process work.
Team Members: Emma Behrens and Lanni Gagnon
Who are We and What is SingleMommie.com all about?
This website was created to be used as a comprehensive resource for single mom’s everywhere. Packed with current information and upbeat articles on careers, education, grants, scholarships, help with housing, parenting tips, relationships, health, fitness, and finances, you’ll find nothing but quality and current information here.
For more details please visit:-http://www.singlemommie.com/
Who are We and What is SingleMommie.com all about?
This website was created to be used as a comprehensive resource for single mom’s everywhere. Packed with current information and upbeat articles on careers, education, grants, scholarships, help with housing, parenting tips, relationships, health, fitness, and finances, you’ll find nothing but quality and current information here.
For more details please visit:-http://www.singlemommie.com/
Jusqu'où les entreprises sont-elles prêtes à aller trop loin pour le buzzXavier Chefneux
De plus en plus d’entreprises investissent Internet. Afin d’accompagner leur contenu, ces entreprises emploient souvent les grands moyens financiers ou humains pour provoquer le « buzz ». Que ce soit par de la publicité à proprement parlée, ou par des stratégies de communication assimilées aux relations publiques. Dans le contexte actuel où les médias sociaux croissent en importance, toute action, bonne ou mauvaise, peut être sujette à discussion, détournement ou accusation. Les stratégies de certaines entreprises peuvent alors être rapidement épinglées en « good buzz » ou « bad buzz ». Par l’étude du cas de Gamma et des « Kluspoezen », cette analyse a pour but de répondre à la question suivante : jusqu'où les entreprises sont-elles prêtes à aller trop loin pour le « buzz » ?
children therapy because its_for_the_kids Unit 11Bluecare
Working with Minors
Adolescent Case Scenario
Dana starting seeing you, her counsellor when she was 14 years old. Initially, her sessions were related to anxiety that began to peak at the time her parents separated. Dana continued to see you for over six months. As time went on, Dana began to disclose drug taking behaviour and sexual activity. She told you that she would occasionally smoke marijuana with her friends at parties and has protected sex with her boyfriend.
Dana confides that she really appreciates having you to talk to because no other adult understands what it’s like to be a teenager. She is also really happy that you haven’t told her Mum or Dad anything about the drugs or sex.
In this session, Dana discloses that she has broken up with her boyfriend. She also tells you that a friend-of-a-friend is organising heroin for them to try at a party on the weekend. She is really looking forward to it and says it will be her first try of a drug other than marijuana. She is also pleased that there’ll be “lots of new boys there” as they are announcing the party on Facebook.
U nit 6 children therapy because its_for_the_kidsBluecare
Working with Minors
Adolescent Case Scenario
Dana starting seeing you, her counsellor when she was 14 years old. Initially, her sessions were related to anxiety that began to peak at the time her parents separated. Dana continued to see you for over six months. As time went on, Dana began to disclose drug taking behaviour and sexual activity. She told you that she would occasionally smoke marijuana with her friends at parties and has protected sex with her boyfriend.
Dana confides that she really appreciates having you to talk to because no other adult understands what it’s like to be a teenager. She is also really happy that you haven’t told her Mum or Dad anything about the drugs or sex.
In this session, Dana discloses that she has broken up with her boyfriend. She also tells you that a friend-of-a-friend is organising heroin for them to try at a party on the weekend. She is really looking forward to it and says it will be her first try of a drug other than marijuana. She is also pleased that there’ll be “lots of new boys there” as they are announcing the party on Facebook.
Hey grandma, can i live with you grandparents and the opioid epidemicMrsunny4
The other day I received a phone call from Helen. She and her husband Rick were beside themselves after learning their daughter, a 42-year-old PhD student, had relapsed into drug addiction. The couple, in their late-sixties, were not only charged with finding help again for their struggling daughter,
What does it mean to be an LGBTQ Positive professional? Birth & Beyond Confe...Andy Inkster
Presentation by:
Andy Inkster, MA
Health Promoter
LGBTQ Parenting Network
Sherbourne Health Centre
Toronto
This is the public version of these slides.
Adapted from a presentation developed by
Rachel Epstein, PhD
Coordinator
LGBTQ Parenting Network
An interactive workshop exploring what it means to make services welcoming and accessible to LGBTQ people and their families. We’ll talk about the history and social context of LGBTQ parenting, and some of the commonly-held negative ideas about LGBTQ people raising children.
We’ll share findings from recent research on LGBTQ parenting, including people’s experiences with service providers, and reflect on personal and organizational beliefs and practices that help or hinder LGBTQ inclusivity.
Come join us for an enlightening and practical workshop. Bring your questions!
Jusqu'où les entreprises sont-elles prêtes à aller trop loin pour le buzzXavier Chefneux
De plus en plus d’entreprises investissent Internet. Afin d’accompagner leur contenu, ces entreprises emploient souvent les grands moyens financiers ou humains pour provoquer le « buzz ». Que ce soit par de la publicité à proprement parlée, ou par des stratégies de communication assimilées aux relations publiques. Dans le contexte actuel où les médias sociaux croissent en importance, toute action, bonne ou mauvaise, peut être sujette à discussion, détournement ou accusation. Les stratégies de certaines entreprises peuvent alors être rapidement épinglées en « good buzz » ou « bad buzz ». Par l’étude du cas de Gamma et des « Kluspoezen », cette analyse a pour but de répondre à la question suivante : jusqu'où les entreprises sont-elles prêtes à aller trop loin pour le « buzz » ?
children therapy because its_for_the_kids Unit 11Bluecare
Working with Minors
Adolescent Case Scenario
Dana starting seeing you, her counsellor when she was 14 years old. Initially, her sessions were related to anxiety that began to peak at the time her parents separated. Dana continued to see you for over six months. As time went on, Dana began to disclose drug taking behaviour and sexual activity. She told you that she would occasionally smoke marijuana with her friends at parties and has protected sex with her boyfriend.
Dana confides that she really appreciates having you to talk to because no other adult understands what it’s like to be a teenager. She is also really happy that you haven’t told her Mum or Dad anything about the drugs or sex.
In this session, Dana discloses that she has broken up with her boyfriend. She also tells you that a friend-of-a-friend is organising heroin for them to try at a party on the weekend. She is really looking forward to it and says it will be her first try of a drug other than marijuana. She is also pleased that there’ll be “lots of new boys there” as they are announcing the party on Facebook.
U nit 6 children therapy because its_for_the_kidsBluecare
Working with Minors
Adolescent Case Scenario
Dana starting seeing you, her counsellor when she was 14 years old. Initially, her sessions were related to anxiety that began to peak at the time her parents separated. Dana continued to see you for over six months. As time went on, Dana began to disclose drug taking behaviour and sexual activity. She told you that she would occasionally smoke marijuana with her friends at parties and has protected sex with her boyfriend.
Dana confides that she really appreciates having you to talk to because no other adult understands what it’s like to be a teenager. She is also really happy that you haven’t told her Mum or Dad anything about the drugs or sex.
In this session, Dana discloses that she has broken up with her boyfriend. She also tells you that a friend-of-a-friend is organising heroin for them to try at a party on the weekend. She is really looking forward to it and says it will be her first try of a drug other than marijuana. She is also pleased that there’ll be “lots of new boys there” as they are announcing the party on Facebook.
Hey grandma, can i live with you grandparents and the opioid epidemicMrsunny4
The other day I received a phone call from Helen. She and her husband Rick were beside themselves after learning their daughter, a 42-year-old PhD student, had relapsed into drug addiction. The couple, in their late-sixties, were not only charged with finding help again for their struggling daughter,
What does it mean to be an LGBTQ Positive professional? Birth & Beyond Confe...Andy Inkster
Presentation by:
Andy Inkster, MA
Health Promoter
LGBTQ Parenting Network
Sherbourne Health Centre
Toronto
This is the public version of these slides.
Adapted from a presentation developed by
Rachel Epstein, PhD
Coordinator
LGBTQ Parenting Network
An interactive workshop exploring what it means to make services welcoming and accessible to LGBTQ people and their families. We’ll talk about the history and social context of LGBTQ parenting, and some of the commonly-held negative ideas about LGBTQ people raising children.
We’ll share findings from recent research on LGBTQ parenting, including people’s experiences with service providers, and reflect on personal and organizational beliefs and practices that help or hinder LGBTQ inclusivity.
Come join us for an enlightening and practical workshop. Bring your questions!
Here are some stone-cold facts that define the LGBT community. The community is composed of people who feel that their gender and sexuality are different from that of mainstream society. It is most important to realize that all people are extremely complex, and respecting diversity is of the utmost importance. The LGBT community has no clear boundaries and is being redefined every day. Terms are changing and definition are constantly evolving. The “secret” to working with this “uniquely perfect” population is to engage in preparatory empathy in order to avoid missing the whole person and their needs.
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Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
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Art Direction and Copy Writing: The Trevor Project
1. What if this
was your child?
encouraging parents to
support their children and to
educate themselves on the
warning signs of suicide.
2. The Trevor Project: Creative Brief
The goal of this campaign is to encourage parents to support their
children and to educate themselves on the warning signs of suicide.
Target Market
The Trevor Project currently reaches out to at risk LGBTQ
youth to encourage them to get help. We wanted to reach
a target that wasn’t being reached in The Trevor Project’s
existing campaigns. That gap is the parents of youth who
may be at risk.
Specifically, we aim to reach parents age 35-54 with
children between the ages of 12 and 17. Some parents
may be supportive of their LGBTQ child, but will need
resources that enable them to recognize the signs that
their child needs help. Other parents may not be as
LGBTQ friendly, but need resources to help them
understand and support what their child is going through.
We want our ads to have a shock factor that will make
parents feel concerned. Our ads shouldn’t be
comfortable to read because we want to encourage
parents to be diligent. We would like all parents to feel
as if they have the resources and community to guide
them through whatever difficult situations they encounter
with their child. We want them to feel well prepared to
handle whatever may be thrown at them, in a well
educated and supportive manner.
Problems and Opportunities:
The Message:
Suicide among LGBT youth is a huge issue. We want
to make parents aware of this and connect them with
the resources that could help in saving their child’s life.
The Strategic Idea:
Support:
There are many shocking statistics that support
the idea that these are the experiences that LGBT
youth are going through. Specifically, 1 in 4
transgender youth report having attempted suicide.
Lesbian, gay and bisexual (LGB) youth are 4 times
more likely to attempt suicide than their straight
peers. LGB youth from families who reject them
are 8 times more likely to attempt suicide than LGB
youth who report coming from accepting families.
Creative Considerations:
The Deliverables:
We must be sensitive to this touchy issue of teen
suicide without sugar-coating the harsh reality.
This isn’t just some far-off problem. This could be your
child who is considering suicide so you need to be
aware of the warning signs.
Talking to a volunteer from the Trevor Project, it became
clear that many of the youth he worked with didn’t have
parents that they confided in about the problems they
were going through. One reason for this may simply be
because parents are unaware of the struggles their
children are going through. This provides us with an
opportunity to reach out to parents and to encourage
them to become informed and to support their child.
The most important thing that this campaign must
accomplish is to prompt parents to take action. It
must make parents think about what they would
do if their child came out to them or seemed to be
depressed.
The Mandatories:
There will be 3 full, 8.5 by 11, page ads with no
bleed. These messages will run in magazines read
by parents of children age 12-17, specifically
People, Better Homes and Gardens and Time.
These magazines are also frequently found in
doctors office waiting rooms.
The fourth execution in this study combines the
reach of direct mail with the word-of-mouth
benefits provided by guerilla marketing methods.
There will be an envelope sent to households with
middle school and high school aged children that
contains a blank Trevor Project greeting card. The
card will begin by saying “Dear Child, I love and
support you.” It will then have a blank space for
parents to write a message to their child. This can
be used as a conversation starter for parents who
may not know how to bring up their concerns
otherwise. We hope that the shareability and
lifespan of a greeting card will help The Trevor
Project to spread its message.
3. Did you know that lesbian, gay and bisexual youth are 4 times more likely
to attempt suicide than their straight peers? Your support could save your
child’s life. Visit TheTrevorProject.org for resources to help you learn the
warning signs and get advice on how to best support your child.
What if this was your child?
“I feel like
a walking
stereotype.”
“None of them will
ever be able to
hurt me again”
“Dying will make
my life better.”
4. Lesbian, gay and bisexual youth (LGB) who come from families who reject them
are over 8 times more likely to attempt suicide than LGB peers who reported
their families were openly accepting.Your acceptance could make the difference.
Visit TheTrevorProject.org for resources to help you learn the warning signs
and get advice on how to best support your child.
What if this was your child?
“The world will
be better off
when I’m dead.”
“I can’t changethat I’m gay.”
“Please forgive me.”
5. Did you know that 1 in 4 transgender youth report having attempted
suicide? The more you know, the better you can help your child.
Visit TheTrevorProject.org for resources to help you learn the
warning signs and get advice on how to best support your child.
What if this was your child?
“By the time
you read this
I’ll be dead.”
“I will never besafe as myself.”
“I just wish
I was ‘normal.’”
6. Placement of Magazine Ads
These messages will run in magazines read by parents of
children age 12-17, specifically People, Better Homes and
Gardens and Time. These magazines are also frequently
found in doctors office waiting rooms.
7. Wild Card
Our wild card execution will be a greeting card that is sent to
parents in the U.S. They will each receive a greeting card and
stamp (either one of the two different versions below which will
be distributed randomly) in an envelope with the following note:
Please send this greeting card to your child, or a child you
know, to let them know that you love and accept them for who
they are. A parent or loved one’s support can make a significant
impact on a child’s life. Please join us in the fight for acceptance,
and let your child know that they can be themselves, whoever that
may be. Thank you for helping our cause.
Sincerely,
The Trevor Project
* The Trevor Project is the leading national organization providing
crisis intervention and suicide prevention services to lesbian, gay,
bisexual, transgender and questioning (LGBTQ) young people
ages 13-24. We are currently heading a campaign to help
parents learn the importance of acceptance, and to educate
parents on how to help. We encourage you to write this greeting
card to any child, regardless of how they identify themselves, to
let them know that you are there for them.
8. Front of Greeting Card: 2 Versions
“Be who you are
and say what you
feel, because those
who mind don’t
matter and those who
matter don’t mind.”
-Dr. Seuss
“The greatestgift that you cangive to othersis the gift ofunconditional loveand acceptance.”-Brian Tracy
9. Inside Top of Greeting Card: 2 Versions
“Happiness
can exist onlyin acceptance.”-George Orwell
“Dare to beyourself”- André Gide
10. Inside Bottom and Back of Greeting Card
Dear ____________ ,
I love and support you.
Please visit www.thetrevorproject.org for more information.
18. Process Work: Rejected Comps
Dear ____________ ,
I love and support you.
Front:
Back:
“Happiness can
exist only in
acceptance.”
-George Orwell
“Be who you are and
say what you feel,
because those who
mind don’t matter
and those who
matter don’t mind.”
-Dr. Seuss
“The greatest giftthat you can give toothers is the gift ofunconditional loveand acceptance.”-Brian Tracy
“Dare to be
yourself”
- André Gide
Wild Card: Post Card
22. Critique Notes
• It’s upsetting to read them, which is
hitting the mark
• Good that we included trans letter, so
important
• “Don’t let this be your child.” is liked
• Liked the variation in colors between
executions
What Worked: What Didn’t Work:
Questions: Suggestions:
• First sentence in #1 is too stereotypical.
• Make beginning more choppy. Make it
sound rambling
• Write out “4x”
• “Don’t let this be your child.” sounds like
“don’t let your child be gay”
• Watermark makes it seems like the letter is
written on Trevor Project stationery
• Wild card may get bad image among families
who don’t support these beliefs
• Text on bottom and text of copy are
competing with one another
• Would the Trevor Project actually afford to
send direct mail to all parents in the US?
• Would someone write something that
personal on a postcard?
• Actually handwrite rather than typing
• Or try a font that looks more handwritten
• Add in “walking stereotype”
• “What if this was your child?”
• Play around with different fonts and papers
• Idea to send postcards back to Trevor and
then they could send it to kids in crisis?
• Maybe add darker outlines on the wildcard
word bubbles
• Make bottom copy much smaller
• Add “pull quote” from letter of alarming or
drawing line
23. 1 in 4 transgendyouth report havattempted suicid
LGB Youth are
4x more likely to
attempt suicide
LGB youth fromrejecting familiesare 8x more likelyto attempt suicidethan those fromaccepting families
Leading national organization for LGBTQ youth
support and suicide prevention services
Provides materials for parents on its website, BUT
does not specifically target parents to create
awareness and encourage support
24. “Be who you are
and say what you
feel,because those
who mind don’t
matter and those who
matter don’t mind.”
-Dr.Seuss
“The greatest
gift that you can
give to others
is the gift of
unconditional love
and acceptance.”
-Brian Tracy
Did you know that lesbian, gay and bisexual youth are 4 times more likely
to attempt suicide than their straight peers? Your support could save your
child’s life. Visit TheTrevorProject.org for resources to help you learn the
warning signs and get advice on how to best support your child.
What if this was your child?
“I feel like
a walking
stereotype.”
“None of them will
ever be able to
hurt me again”
“Dying will make
my life better.”
Lesbian, gay and bisexual youth (LGB) who come from families who reject them
are over 8 times more likely to attempt suicide than LGB peers who reported
their families were openly accepting.Your acceptance could make the difference.
Visit TheTrevorProject.org for resources to help you learn the warning signs
and get advice on how to best support your child.
What if this was your child?
“The world willbe better offwhen I’m dead.”
“I can’t change
that I’m gay.”
“Please forgive me.”
Did you know that 1 in 4 transgender youth report having attempted
suicide? The more you know, the better you can help your child.
Visit TheTrevorProject.org for resources to help you learn the
warning signs and get advice on how to best support your child.
What if this was your child?
“By the time
you read this
I’ll be dead.”
“I will never be
safe as myself.”
“I just wish
I was ‘normal.’”
Dear ____________ ,
I love and support you.