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Creative brief for the Young Lions Finland competition 2009
Client: Finnish Aids Council
The Finnish Aids Council is the leading independent organization of citizens in Finland doing preventive work for HIV and Aids. It promotes the equality and welfare of people having been infected with HIV, people close to them as well as people suspecting to be infected.
As an operator of the society of citizens the Finnish Aids Council complements the services provided by the public and private sector as well as other operators. The Aids Council promotes general welfare and encourages the citizens to take care of their own sexual welfare as well as people having been infected with HIV to take comprehensive care of their health.
Background for the task
15-year-old youngsters belong to the sexually most experienced group in an international comparison. In the research, where the sexual behaviour of the 15-year-old youngsters in 30 countries was compared, the Finns were among the leaders in sexual activity, but at the tail of the group in using condoms.
At the same time the number of venereal diseases and intercourses has increased. There is no unambiguous reason for the slight use of protection. The young themselves justify it for example by the fact that partners are not willing and girls do not dare to demand it in fear of becoming rejected. The young also feel that it is embarrassing to buy condoms. Regrettably many young people think that there is no need to use a condom, if the girl is on the pill. Alcohol is often the cause for forgetting protection. This is explained among other things by the fact that approx. half of the girls seeking postcoital contraception tell that they have been under the influence of alcohol during an unprotected intercourse.
Links
www.aidstukikeskus.fi
www.mistasitatietaa.fi
www.seikkaileturvallisesti.fi
www.avert.org
www.seksuaaliterveys.org
www.aids-remember-me.eu
Target audience
The target group of the campaign consists of 15-to-19-year-old youngsters.
Insight for the campaign
One could argue that a teenager sees him-/herself as immortal; these things don’t affect me, nothing bad can happen to me.
The target of the campaign is to influence attitudes and to increase young people’s responsibility for their own sexual behavior.
The choices connected with health are not always based on reason, but feeling and pleasure guide people’s choices strongly. It is to be hoped that the competition work use the means of positive health communication, which support the self-esteem of the young, appeal to emotions and values and create positive images.
We are looking for a big idea that has a possibility to change the attitude of the target audience when it comes to their sexual behavior.
What do we need from the teams?
How do we make the target audience understand their responsibility in this matter and make them change their attitude?
We are looking for a big idea that has a possibility to change the attitude of the target audience when it comes to their sexual behavior.
Press, Cyber and Film teams:
The teams will show how this idea is transferred into an interesting and mind-blowing
1) cross channel campaign by presenting an entry for each competition medium (press, cyber, film).
OR they will present
2) a dramatization for one / several of the categories in the competition.
NOTE ALL CATEGORIES: Töiden suunnittelussa on otettava huomioon se, että ne voidaan julkaista kaiken ikäisille näkyvissä päivälehdissä, verkkolehdissä ja opetusmateriaaleissa. Sen vuoksi raaka kielenkäyttö, pornografiset kuvat ja tekstit, prostituutioon viittavat tai seksiväkivaltaan liittyvät kuvat eivät ole voittaessaan julkaisukelpoisia.
Finnish Aids Council logos below:
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PRESS
The work in the press category is planned for the weekly magazines of Kärkimedia (Kärkimedia Viikkolehdet). You can plan one or several ads, size alternatives are (width x height) full page: 260 x 380 mm, half page: 234 x 175 mm or small: 91 x 325 mm.
The work is to be recorded as JPG. The competition work is not to be ready for press when handed in for judgement. The competition work is to be in English. You can upload up to 15 JPGs in the size: 910px wide and/or 600px high, max 2MB each. HUOM! Kuvan on siis oltava joko 910px leveä tai 600px korkea (tai molempia).
You have to upload 1 'campaign thumbnail' in size: 440px wide 285px high, JPG.
The Creative images of Getty Images are to be used as the illustration of the work in the press category. The images of the image bank can be remodelled and processed. The use of vector graphics and own drawings is allowed. The use of any other than the photographs or images of the Getty Images image bank is not allowed in the competition work. Only exception is the Finnish Aids Council which is to be used in the work!
CYBER
One banner is planned in the Cyber category. The competition work is to be in English.
You can upload SWF and GIF files: 910px wide and/or 500px high, max 1 MB. Huom! Kuvan on siis oltava 910px leveä tai 500px korkea (tai molempia!)
You have to upload 1 'campaign thumbnail' in size: 440px wide 285px high, JPG.
The Creative images of the Getty Images are to be used as the illustration of the work in the Cyber category. The images of the image bank can be remodelled and processed. The use of vector graphics and own drawings is allowed. The use of any other than the photographs or images of the Getty Images image bank is not allowed in the competition work. Only exception is the Finnish Aids Council which is to be used in the work!
FILM
One max. 30-second commercial (not a script or anything else) is shot in the film category. The commercial can be shot with equipment you wish to use and the work can be edited. The competition work is to be in English.
You can upload movie files in FLV (flash movie format) or MOV: 30 sec/max 30MB, 900x675px (4x3) or 900x506px (16x9). You have to upload 1 'campaign thumbnail' in size: 440px wide 285px high, JPG.
The Rights Ready film clips of Getty Images can be used as the illustration of the work in the film category. Self-shot or self-produced material can also be used in the work in the film category. The Finnish Aids Council logo is to be used in the work!
The competitors must have the permission of the assignees of the third parties (for example pieces of music, works of art, car brands, or any other identifiable brands or performers) for publication. The jury emphasizes the idea when judging the film.
MEDIA AGENCY
The work is to be recorded as PDF. The work is done in English. The maximum size of the competition work is 5 MB and the maximum length is 10 slides. The competitors are to use only material from the image bank of Getty Images. The work is to be presentable as such in the prize-giving ceremony as well as on the Internet pages.
The presentation to be handed in is not to include the competitors’ names or the logos of the employer/educational institution. The competitors are to give a name to their own work. In this way the jury can judge the competition work without knowing who have done them. You can upload PDF files: max 5MB, preferably 900x500px. You have to upload 1 'campaign thumbnail' in size: 440px wide 285px high, JPG-format.
On the basis of the brief the competitors develop a media idea/campaign and describe the idea and its media execution in writing. The campaign, its idea and execution are also to be concretized by visual means. (For example a layout of an advertisement).
Different media groups can be included in the solution, but newspaper is to be one of them. The idea/whole itself is emphasized in the judgement of the competition work, not the visual execution or details. The emphasis of the competition is on strategic thinking and an innovative campaign solution.
The Media budget is open but please note that it should be realistic.
Each team have to be prepaperd to give a presentation to the Jury on 7th April.
The task is
1. To plan a campaign strategy 2. To plan the media solution of the campaign: which media are used and how 3. To justify the solutions 4. To concretize the campaign by visual means (for example a layout of an advertisement)
We are looking for a big idea that has a possibility to change the attitude of the target audience when it comes to their sexual behavior.
The competition work to be handed in should have clear answers to all four points mentioned above. Additionally each team is to give a summary/synopsis of the competition work at the end of their competition work (1 slide), maximum size of the work 10 slides.
The Finnish Aids Council logo is to be used in the work!
HANDING IN OF THE COMPETITION WORK: ALL CATEGORIES
Using a www form on these pages is the way to hand in the competition work. The competition work is to be in English.
PROBLEMS
If you any questions or problems, please call
Marja Isokangas-Huiko, tel. +358 40 558 8066
Niina Pippuri, tel. +358 40 773 0412
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