The industry
Nowadays there are thousand of charities and independent organizations. These often use a communication style that plays on either giving receiver bad conscience, or a reminiscent of begging. In our strategy we have decided to do not adopt this style of communication.
Nowadays there are thousand of charities and independent organizations. These often use a communication style that plays on either giving receiver bad conscience, or a reminiscent of begging. In our strategy we have decided to do not adopt this style of communication.
Medium and audience
The print medium has gone through a huge transformation since interactive mediums such as laptops, tablets and smartphones and are introduced.
Also, did you know our average attention span is now 8 seconds, which is shorter than a goldfish which has 9 seconds?
Therefore, it is paramount for ads to capture the attention of the consumer in the shortest possible time and make it simple to understand to eliminate any guesswork. In the clutter that is obvious in newspapers, our strategy is to disarm the consumers by giving them space to breathe through minimalistic design. Then, pull them in with a powerful image and headline.
Message
This ad is based on the concept of having Polstjärna as search engine. This is used to find enthusiasts, caring who want to help kids. In our opinion this is a visualization that has high recognition and is easy to connect. By incorporating Polstjärna's strong blue corporate colour, we create an association with the brand and make the ad stand out. Finally, we have created a copy which , instead of asking for help, invites the reader to action.
The copy
Polstjärna is an organization founded on the idea that small actions can make a huge difference. We are collecting enthusiasts who, through their projects, want to support children and young people at risk of social exclusion. We think that these children deserve a chance to have a meaningful life, and you can make it happen. Join our organization and join in the creation of our upcoming activities. Little and early intervention, will make the life of these children and young people easier, and it will prevent us from all the effects caused by people excluded by the Community.
Are you thinking of someone?
www.polstjarna.se
