My Mark- Making Politics Cool

The Problem

According to Census 2011, close to 60% of all South Africans are under 35 year old- 29,6 % are under the age of 14 with a further 28,9% aged between 15 and 35. This means that, very soon, the born free generation will form the majority at voting time.

According to Dawie Roodt, an economist and author of the book "Tax, Lies, and Red Tape, one of the biggest problem facing the youth today is that they don't know who they voting for.

Therefor the problems is that in the future the majority of South African voters will consist of the born free generation who has no connection to any specific party. If this problem isn't addressed, voting will happen out habit, tradition or not at all.

The Creative Challenge

The goal was, through design, entice the youth to educate them, evoke interest, stir curiosity and start engaging and building relationships with political parties

Through design politics can become interesting and exciting.

The main challenge is to start a conversation, even if it is one person who is influenced, that is one person more then we had before.

Solution

Since the problem is that, young South Africans do not interact with politics in the way their parents did, because they do not feel they can interact with politics. The solution is to develop an NGO that’s purpose is to get information about politics to the youth. The organization will do this by paring with brands and using them to interact with the youth and get them to interact with politics

Phase 1

The first phase will be to introduce the new line of Tomy's inspired by politics under their new "My Mark: brand. To launch these new shoes a campaign will roll out. To launch these new shoes a campaign will roll out. To bring awareness to politics and launch the new shoes a competition will run.

These "limited edition" shoes with the stamp like soles of the My Mark brand, will have patterns pertain to issues that directly influence the youth.

This will be the " join the Movement" campaign. A social media competion will run to get people involved.

Phase 2

This phase will run a second competition that will direct participants to the website. The Website is a portal of information, on the shoes as well as on politics. People will be asked to design their own shoe and upload it to the site.

The Winner of the shoe design will have their shoe made as part of the new My Mark Brand.

Patterns Designed for Shoes