CREATIVE BRIEF

Client: Lotus Flower

Project Name: MEDIA

Date: 03.06.2019

Challenge:
What is the business challenge? Include details of the product / service we are selling plus our job.

Lotus Flower are a non-profit that supports women and girls impacted by conflict anddisplacement. We are local implementers that work at the grassroots level to get right into theheart of the communities.
OUR VISION
We empower vulnerable women and girls so that they are safe, have opportunities to learn, given
the tools to become financially independent and have the freedom to speak out and lead change.
OUR MISSION
We give women and girls affected by conflict, the strength and support they need to rise out ofdarkness; moving from past suffering and economic hardship to reach their full potential to rebuild
their future.
OUR VALUES
We believe in working from the heart with love and respect.
The women and girls we work with are strong, courageous, brave and resilient but their lives havebeen torn apart by conflict and displacement and what we do, at Lotus Flower, is provide toolsthat maintains or brings back the love they once had for themselves.
In order to continue our work & projects we need funding, therefore we need you to develop aMedia campaign which engages the target audience of Millennial and Generation Z with Lotus
Flower through our campaign titled ‘Love Who You Are’.
Launched in April with T-shirts, is becoming popular each day with Instagram influencers such as
Clare Uchima and Anne Twist, writing ‘Love letters to yourself’.
We need you to galvanise this target audience. Firstly, we need to raise awareness of our messageand organisation. Create more hype around the campaign. This should lead to drive in donations
and spreading our message.

Target Audience:
Who are we talking to? Describe them succinctly in terms of demographics, job role, responsibilities etc.

Primary: Millennials & Generation Z. These people are active on social media, engaged in self/bodypositivity and want to be linked to social and for good causes.

Insight:
What is the key thing / nugget that will act as the catalyst for the strategy and creative work?

Currently Lotus Flower is not widely known amongst the youth. However, in recent years, and withthe help of social media, campaigns similar to ‘Love Who You Are’ have been widely popular.
Young people want to help others, especially if the goal is gender equality.
With this campaign we can bring together two disparate worlds, the world of a female refugee andthe world of a young socially active person with one message;
In a world where we are forced to become so many things we aren't, it's easy to forget how
wonderfully unique we are.

CREATIVE BRIEF

Buying a product is not only showing how important it is to love who you are but in the processthat purchase is helping a women and girl rebuild her life that's been destroyed by conflict anddisplacement.
The women and girls who Lotus Flower’s campaigns support can teach us so much about
resilience, confidence & courage and we want to celebrate their stories in this campaign.
Our target audience will have seen activists like Jameela Jamil actively promoting self-love andshaming those with bad practices. We are currently experiencing a time where people are
becoming more self-aware – how do we make the most of this wave to support our campaign.

Strategy:
What is our plan of attack?

---As part of the ‘Love Who You Are’ campaign we have created a set of merchandise which
we would like to be used as part of the fundraising efforts
https://thelotusflower.teemill.co.uk/
We want to raise awareness of our organisation and our message. We want our audience
to be excited and hyped to spread the world about us.
We need to drive awareness to the ‘Love Who You Are’ campaign, sell merchandise tofundraise and ensure the continuation of the projects Lotus Flower is working on.
We want to take ‘Love Who You Are’ to global level to increase sales, social media
followers and brand awareness in a way that would rival the Help Refugees – Choose Love
campaign.
We want to show all women that self-love and loving who you are has a huge impact.

Key Message:
What is the single most important thing we want to say? This is our promise to the customer.

Loving yourself is infectious. It can lead the change the world needs to achieve genderequality.

SUPPORT TO THE BRIEF
Supporting Points and Messaging:
What do we have to back up the promise? These are our ‘reasons to believe’.

https://www.shape.com/lifestyle/mind-and-body/more-half-millenial-women-made-self-caretheir-new-years-resolution-2018
Refugees and displaced people suffer from levels of depression, anxiety and post-traumatic stresswhich are at least three times higher than average.
Younger females experience severe psychological trauma after fleeing their homes and many
struggle with uncertainty and distress. Women living in camps are increasingly prone toattempted suicide.
Many displaced females have poor overall wellbeing, and many have had no access to healthcare
or advice.

CREATIVE BRIEF

https://www.epic-usa.org/iraq-mental-health/
https://www.theguardian.com/lifeandstyle/2016/dec/10/generation-z-latest-data-teens
https://www.irregularlabs.com/
Sixty-seven percent of Gen Z say being true to their values and beliefs makes a person cool
The brands that stand out to them are the ones that "seem to care about people rather than justprofit,"Instagram for Gen Z, for instance, "isn’t as much about how they look, as it is about what theyknow, believe and do." In other words, millennials focus on their exterior, surface level, while Gen
Z care more about substance and authentically getting across their inner lives online.
VOKE is a brand that understand how hard the journey can be to stopping smoking. The brand is practical, empathetic and realistic.

Personality:
What would the brand be like as a person? Our characteristics, attitudes and tone of voice.

If our campaign were a person it would be a kind, humble, creative and loving.
Love is a universal language and ‘Love Who You Are’ is aimed at everyone, it should be inclusive,
collaborative and a way to celebrate oneself and others.

Specific Creative Deliverables:
Teams are expected to develop an innovative media strategy detailing how the idea will be
executed
The jury will expect an explanation of the idea and how you intend to use your selected media,
demonstrating how you; create consumer engagement versus simple persuasion, exploit the valueof emerging media and unearth consumer insights that drive effective communication strategies
The strategic idea must be demonstrated clearly across the selected media channels and thewinner is the Team creating the most compelling communications strategy to meet the marketing
challenge.
Deliverables- 10 slide PowerPoint
Outline your media campaign.
This will be the presentation that is shared with the jury during judging- The written explanation (450 words)
Describe the creative idea/insights (150 words) Research and data gathering
Describe the strategy (150 words) Target audience, media planning and approach
Describe the execution (150 words) Implementation, media channels and integration, timeline andscale