Good Golly Pedagogy – Session 3 – Saving Lives With Media

On February 3, 2017

So far this term we have been training our students to understand how to generate ideas in quantity, of quality and with meaningfulness. This week’s session focused on that latter, with the students doing their first “task and complete” of the term. These are mini group projects we set them in class that map to their transferable skills and should be directly relatable in their own personal projects for this term.

Media Saved My Life

In this project we are asking students to consider the impact of media awareness while focusing on public service announcements. As students had previously had lectures on branding and marketing, we wanted to bring that into the context of social issues and preventative care.

Media with Meaning

 

In class, we did some quick analysis on three types of media: posters, flyers and videos. Students will primarily be using these methods to communicate their projects at exhibition, so breaking down these campaigns should provide the insight and skills needed for them to translate this to their own projects.

Media Analysis

We gave the students the following examples of media awareness campaigns to conduct analysis on:

Stamping out Stigma

 1. Stamping Out Stigma

This media awareness campaign was designed by the NHS 5 Boroughs partnership to end the stigma against those who suffer from mental health. The group worked with schools and employers to raise awareness through media and visits,  while also providing information through an online portal.

 

Stop Think Connect

2. Stop. Think. Connect. 

This was a global communication campaign set up by a  coalition of private companies, non-profits and government organisations with leadership provided by the National Cyber Security Alliance (NCSA) and the APWG. The campaign was set up to promote online safety awareness and give advice on how to be vigilant with your online habits. Posters, flyers, checklists and a range of other media was developed and made freely available to download and distribute through an online portal.

 

First Railways TPE

3. FTPE Social Media Use

This campaign was to launch alongside a social media policy being introduced by First Trans Pennine Express. After a number of online incidents where staff were posting inappropriately, a solution was to create a light-hearted, fact based leaflet and poster and flyer campaign that people would take notice of. The objective was to highlight, communicate and promote the details of FTPE’s social media policy so that all colleagues were aware of what is considered to be acceptable behaviour.

4. NHS Organ Donation

In a twist to typical organ donation campaigns, the NHS Organ Donation department went with a more humorous approach for their Valentines day release. As organ donation can be a tricky subject to bring attention to, changing the approach can often get you more attention than going for the hard-hitting style that is typical for this topic.

5. A Light Went Out

As part of Mental Health Awareness Week 2016, Noisey ran a series of short films about music and mental health. Noisey me two musicians who were part of the UK’s indie music scene who both had strikingly similar experiences of suffering from mental health problems at the peak of their careers, and in this short film they explain how the music industry both exacerbated their problems and helped them overcome their struggle. You can read more from this series right here.

Funneling Knowledge

To bring a bit of theory to proceedings, we went over some prior marketing concepts from last term as well as introducing some core concepts of brand awareness. One of the most common methods for planning awareness campaigns is the marketing funnel, also known as AIDAAwareness, Interest, Desire and Action. Students needed to identify the ways these campaigns progressed a media consumer through each of these stages.  A quick Google and you will find lots of nice versions of this funnel, such as this from Smart Insights:

AIDA

We then asked the students to break down each example into four components:

  • Message: What is the media trying to announce?
  • Behaviour: What human behaviour is the media trying to change? e.g Eating habits, bullying, security
  • Personal: How does the media make it feel personal to the viewer? e.g Does it include a child? Are they a son? A brother?
  • Call to Action: What is the final CTA? e.g Is it for a donation? An advice line? Visit a website?

Task and Finish

The PBL session task was focused around a key question: How can we use creative media to raise awareness of the importance of preventative health? 

Students had to create a piece of media that supported a campaign which persuades people to become more active in looking after their minds and bodies, preventing chronic illness.

Group Work

As groups, students had to devise roles, create a task list and layout a timeline for their afternoon session. A quick idea generation board was set up and referring back to the reference board used in a previous session, students began drawing up campaigns.

Musicians Minds Matter – Touring and Mental Health

IMG_20170206_165913

One group felt motivated by the Noisey video and wanted to do something that raised awareness for mental health. This was during the same week that Help Musicians UK were promoting their own awareness campaign at the AIM Indie-Con event in London.  The group created a poster campaign that would reach a target audience by being put into venues, dressing rooms, tour busses and industry magazines. The posters had an embedded QR code to a brochure. The students also built a VR/360 version of the poster using the Facebook 360 guides.

 

RightHear – Hearing Protection Awareness

IMG_20170206_165245

The other group looked at the growing issue of hearing damage amongst young people in the music industry. Organisations like the WHO and MusiCares have been raising awareness of the issue and trying to encourage companies to take more responsibility when working with staff who are often exposed to loud noises for long durations. This could be through music production, live sound or just poor personal listening habits. It is often in the companies interest as they should be protecting their assets as well as minimising any chances for liable actions. The students created a set of posters that linked to a website that provided information regarding hearing damage, protection and links to resources. They produced a hard hitting version of the campaign that involved images of shattered ears and bleeding eardrums, but also tried a more humorous version with memes and funny phrases.

 

Session Summary

This was the first real ‘task and finish’ students had during a PBL session. A quick brief, some foundation knowledge and a bit of analysis gave them the basics they needed to let them run with their own ideas. The time pressure and necessity of group work techniques meant they had to get organised quickly and ensure they had a result by the end of the day – something which they didn’t think they could achieve based on some groans at the beginning. However, reminding them of the skills and knowledge they already reported on having in our earlier preparation sessions, alongside the scaffolding from facilitators, they were able to complete the session successfully. Often all they need is a reminded of their own talent, so these will stay up in our classrooms and corridors for the remainder of the module.

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