The #carryacondom campaign successfully responds to the brief as it demonstrates that carrying a condom is not something that people need to be embarrassed about and it shouldn’t be viewed as promiscuous. The bright, eye-catching photography is self-explanatory and therefore speaks the message without the need for too much detail in the typography. The use of surreal images also draws in the attention of the target audience.
The use of a bright red condom was chosen to make sure it would stand out against its surrounding and the choice to use normal setting in a student house makes the campaign relatable to the target audience.
The campaign works both digitally and on printed media. This therefore responds to the brief as it has been developed to reach the widest audience possible and has also considered the most common ways for it to be viewed by the customer. The use of a clean, san serif typeface paired with the Durex logo is legible again the photographic images meaning that the poster are clear and readable. The use of a repetitive message, “It’s as normal as…” and “#carryacondom” makes the campaign more memorable.
This collaborative project by Sophie Rose and Emma Shuffleton was very successful due to the team work to overcome any issues and develop ideas as a pair. Overall, this campaign is very effective and would work if it were to be developed by Durex. It states a clear message without bullying, frightening or scaring young people into carrying a condom, just gives them the confidence to carry one due to it being a normal decision to make.
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