*Full Sail University MFA, Media Design Coursework
RedRover is a California-based non-profit organization that’s mission is to “bring animals out of crisis and strengthen the bond between people and animals through emergency sheltering, disaster relief services, financial assistance and education. Red Rover accomplishes its mission by engaging volunteers and supporters, collaborating with others and maximizing the use of online technology (RedRover, n.d).”
These project modules involved creating effective taglines for the project company as well as three testimonial print ads (with original copy) that succinctly packages the brand's mission into one memorable experience. For the proposed taglines, I wanted to maintain an authentic, human voice that reflects the passionate nature of the people involved with the organization and potential donors and volunteers. The three testimonial ads had to be from three distinctly different 'spokespeople' and not only inform but establish a brand voice that was true to the research conducted. The three concepts that were fleshed out to a final comprehensive state were approached from the perspectives of "plain old folks," "not a person," and a volunteer already invested in the company. The goal of the ads was to not only captivate and invite a specific viewer into the ad, but to also hold them there with copy that is relatable and compelling to them (i.e the target audience). That specific viewer would be a lot like the personas below, created as research elements for this project.
existing and proposed taglines for RedRover
Sending help right over.
This tagline is a play on the traditional ‘Red Rover’ children’s game that my primary target audience would be familiar with. It also has an urgency about it that reflects the organization’s willingness to respond to a crisis and animals in need.
A helping hand for a hurting paw
The audience for RedRover can rally around the idea of this tagline. They are helpful, protective and nurturing people who love animals, and the tagline wraps those qualities up with the mission of the organization in a short phrase with the use of alliteration.
preliminary sketches of final ad concepts
#themoment testimonial concept for RedRover
#themoment testimonial concept for RedRover
The #themoment concept above developed after thinking about being completely detached from the brand and then sort of stumbling into a situation relevant to the organization and then becoming instantly apart of the organization's way of thinking. Enter, caring photographer who stumbles upon a wounded animal. She instinctively cares and provides for an animal in need. The "plain old folks" that relate to this ad are more than likely ones that would volunteer and/or donate. The idea of inviting the viewer to further interact with the ad by sharing their own stories via Twitter helped spark the headline. Pet owners and pet enthusiasts will use that hashtag to connect with other pet owners while the submitted stories help spark inspiration for an ongoing ad campaign. This ad also follows the morals and values of the target personas (above). Both Mary and Madison would read this ad and think “I’d do the same thing!” Their interest in the arts, photography, smartphones and pets are all reflected here.
(left) confessions of a dog toy testimonial advertisement concept (right) RedRover Responder testimonial advertisement concept
The left concept above developed from a free-association exercise, jotting down objects that would have a story around the RedRover facility, but not necessarily have the ability to share that story. The animals would have been the easy (and possibly cliché) route so instead, I experimented with different dog toys (tennis balls, tug ropes, etc.) and a day in the “life” of those objects.The right concept originally involved a RedRover Responder interacting with a pet that was misplaced after a storm. The location of this ad changed a bit before deciding to go with one that would be attractive to my hiking, park-going target personas. The copy confidently eludes to the fact that Max would have died if the responder hadn’t been there, capitalizing on the fact that my viewers want to directly make a difference and be a good example for others. The idea to add the timestamp reminiscent of an Apple device developed while experimenting with different ways to communicate a fleeting moment.
Photography Credits/References:
Blank, F. (2016, March 29). [Pig Toy]. Retrieved July 15, 2016, from https://unsplash.com/photos/pElSkGRA2NU
Dog in the Fog [Digital image]. (2016, July 8). Retrieved July 15, 2016, from http://www.splitshire.com/dog-in-the-fog/
McGuire, R. (n.d.). [Girl in alley taking photo of dog]. Retrieved July 15, 2016, from http://gratisography.com/
