Challenge:
How can we use the power of creativity to reduce thenumber of people living with loneliness in developed
countries? Please create a global campaign to solve theloneliness problem.

Client: Global Loneliness Prevention Alliance(*A fictitious organization for this brief only)

About Global Loneliness Prevention Alliance:
Since 2018, Global Loneliness Prevention Alliance aims to reduce the number of people who
feel lonely and isolated in the world. In cooperation with the UK and Japan, which currently
have their ministers of loneliness, it aims to raise awareness of the health hazards caused
by loneliness and to propose solutions for the entire world.
Vision: We aim to create a world of health and well-being, where society can care forpeople's mental health and aim for long-lasting benefits.

Background:
The problem of loneliness affects people of all ages and social backgrounds, whether they
are elderly people who have lost their long-time partner or young people who are isolated
and unable to fit into society.
That loss of social contact is incredibly damaging to our humanity and to the health andwell-being of everyone affected. Indeed, a research now shows that loneliness is asdamaging to our physical health as smoking.
According to ‘A connected society: a strategy for tackling loneliness’, a research shows thatlonely people are more likely to be readmitted to hospital and/or stay in hospital longer.
Some studies show that employers lose more than ￡2.5 billion a year due to employee
health problems caused by loneliness in the UK.
The UK and Japanese governments have been tackling the loneliness issue nationwide.
In 2018, the UK government appointed a minister of loneliness and spent £20 million on
policies for the anti-loneliness strategy. It is working to develop indicators of loneliness forpeople of all ages. In Japan, the minister of loneliness has been appointed in 2021 andresearch on this issue has been started. The aim of Global Loneliness Prevention Alliance isto reduce the number of people suffering from loneliness and to promote and protect mental
well-being for everyone.

Definition of Loneliness:‘a subjective, unwelcome feeling of lack or loss of companionship. It happens when we havea mismatch between the quantity and quality of social relationships that we have, and thosethat we want.’ (from A Connected society: a strategy for tackling loneliness, p.18)
Certain life events can make us more likely to feel lonely, such as: bullying, moving or losing
jobs, moving home, experiencing discrimination, being a victim of crime, becoming a parent,
entering a period of poor health, children leaving home, retirement, divorce, relationshipbreakdown and so on.

Target audience: General public in developed countries

BriefFilm:
Create a film (60 seconds max) to lead to a solution to theloneliness problem in developed countries.

Media:Create a media campaign to lead to a solution to theloneliness problem in developed countries.
Deliverables:
A maximum of 10-slides PowerPoint presentation that includes a title slide. (one title slideand 9 presentation slides).
Apart from 10 slides, create one slide which contains a visual summary of your presentation
and written explanation (creative idea (max 150 words) , strategy (max 150 words) ,execution (max 150 words) ).

ＰＲ:
Create a PR campaign to lead to a solution to theloneliness problem in developed countries.
As a PR campaign, we need to take actions with global
partners, such as: governments, civil society, internationalorganizations, professionals, academic institutions, themedia and the private sector.
Deliverables:
A maximum of 10 slides PowerPoint presentation that includes a title slide (one title slideand 9 presentation slides).
Apart from 10 slides, create one slide which contains a visual summary of your presentation
and written explanation (creative idea (max 150 words) , strategy (max 150 words) ,execution (max 150 words) ).

Digital:Create a digital campaign to lead to a solution to theloneliness problem in developed countries.
Deliverables:
A3 size board which contains the visual idea and written explanation of your idea (such as:
creative idea, strategy, execution etc).

Integrated:
Create an integrated campaign to lead to a solution to theloneliness problem in developed countries.
Deliverables:
A maximum of 6 slides PowerPoint presentation that includes a title slide (one title slide and5 presentation slides).

Print:Create a double page spread print ad to lead to a solution
to the loneliness problem in developed countries.

Design:Create visual identity that encourages communication tosolve the loneliness problem in developed countries.
Deliverables:
The proposed design and written description (concept (max 150 words), idea (max 150words), implementation (max 150 words) ) are to be submitted on one A3-size PDF sheet.

Reference:〇 The UK government Policy paper ‘A connected society: a strategy for tackling loneliness’
https://www.gov.uk/government/publications/a-connected-society-a-strategy-for-tackling-loneliness〇 British Red Cross ’Action on loneliness’
https://www.redcross.org.uk/about-us/what-we-do/action-on-loneliness