BRIEF

London College of Communication

Faculty of Design

Graphic and Media Design/ BA (Honours)

2010 – 2011

______________________________________________________

Pathway                           Design for Advertising: Application 2

Year                                    Two

Term                                    Two/Three

Project Tutors                  Sian Cook/ Grant Rose

Brief Date                           March/ 17/ Thursday

Deadline                           May/ 12/ Thursday

Project Number                  2.5

Project Title                   Diabetes UK

Brief                                    For this project you are required to propose                                                       an improvement on Diabetes UK online                                                                promotion for the purposes of fundraising.

Considerations                  -   Future formats for advertising and                                                                      branding messages. How is the industry                                                              developing? What new media can offer?

-       How can the college help?

-       What is Diabetes UK’s problem?

-       What audience are they targeting?

-       Who they are

-       What reaction do we want?

-       What do you want them to do?

-       What are the possible lines of communication?

Must Have                           -   Engage rather than communicate

-       Get people to donate money to the charity

-       Explore the online media

-       Strong visual and call to action

Can Have                           -   Flexible final piece as long as it engages

-       Flexible audience as the online public is huge

Background

Information                           -   Diabetes UK was founded in 1934 and it is                                                             one of the largest UK organizations for                                                                diabetes fundraising

-       Mission is to improve the lives of people with diabetes and to work for a future without diabetes

-       There are 150,000 members (people with diabetes, staff, carers, family and friends)

-       6 Million investment in research in 2010

-       Logo means Balance and Control – vital for people with diabetes who have to regulate their blood glucose levels

-       Diabetes UK Careline – 100 enquiries a day

-       What do they already do: ‘Balance’ and other magazines, books and leaflets

-       Care support events, conferences, road shows, children’s holidays, advocacy, insurance & finance, Training & awareness courses, online shop, science information, membership, support members area, research, web information

-       2.8 Million people in UK diagnosed

Digital Fundraising         -   Media – 21 Thousand Facebook user

-       8400 Twitter

-       Youtube channel

Key text                           - DFA Blackboard site

-       Bayley, Stephen & Mavity, Roger (2007) Life’s A Pitch: how to be businesslike with your emotional life and emotional with your business life. Bentam Press [158.1 BAY]

-       Murray, Will (2001) Hey you! Pitch to win in an ideas economy. Pearson Education Ltd [153.2 MUR]

-       Pink, Daniel H. (2006) A Whole New Mind; how to thrive in the new conceptual age. Cyan. [158.1 PIN]

-       Simmons, John (2000) We, Me, Them & It: The Power of Words in Business, Texere [658.45 SIM]

-       Buckman, Dr. Robert & McLaughlin, Chris (2006) What you really need to know about living with diabetes. Quantum Publishing Ltd.

-       Barnes, Darryl E. (2004) Action Plan For Diabetes; your guide to controlling blood sugar. Human Kinetic.

-       Diabetes UK site

-       Diabetes Challenge site