Briefcase- Propostion

 Background 

For my project I will be bridging the gap between the ageing community and the youth. I will do this by- addressing the differences between the two age groups and allowing them to communicate and apply and teach skills that they have obtained through their contrasting experiences. This will help both groups thrive and become aware of issues they never thought about. While doing this I will encourage both groups to think differently about sustainability and how to contribute to their society. 

Client Brief

I will be applying my knowledge of sustainability to help my client to spread awareness of ways we can help create change. My client wants me to create an integrated print and video campaign that addresses an issue related to the ageing society. 

What is the problem this creative work is trying to solve? 

The problem I am trying to solve is food waste and over consumption of unhealthy foods. I will fix this by connecting the older and younger generations together and teaching them ways to be sustainable. For example I will set up events where teenagers from different high schools in the local community will be sent to an allotment site to help volunteer and garden with the elders. The senior age group will teach them skills about gardening and the meals they are used for. Together, the two age groups will grow their own produce and vegetables. By doing this, it gives the older generation a purpose and the youth an outlet where they can destress and relax. As well as food waste, this programme will be combatting growing problem surrounding mental health in teenagers.

What does the research tell us about this issue? 

I conducted my own primary research about this issue. From the statistics I found, the majority of people found the growing problem of food waste to be an issue. I have also researched into many articles surrounding food waste and a lot of people barely realise the contribution they make to this growing problem. I have also research into mental health in the younger generation. This is a huge issue mostly caused by the rising popularity of social media. I have found that if teenagers focus some of their time on more therapeutic activities such as gardening, cooking or just spending time talking to someone in person can be massively beneficial. The older generation are always left alone and need someone to talk to. So, if both of these groups work together by helping the environment they will also find an outlet to share stories and find companionship. 

Who is the campaign targeted at? 

What is the single most important thing that we are trying to communicate?

Spread awareness surrounding food waste and combatting the issue by connecting the community together through gardening and cooking with nutritional produce. 

What insight do we have into how the target audience thinks and behaves? 

The elderly target market are usually frightened of the youth in their community and prefer to stay at home. This has definitely been heightened by the current climate during the pandemic. I think if the elderly could have an environment where they feel safe and able to talk to the youth. The younger generation need that older figure in their life to support them and to look up to. So I think by doing these events it would be helpful to both groups.