'Askable'

Encourage parents to be 'askable' to reduce teenage risk taking Central proposition An advertising campaign targeted at parents of adolescence to encourage becoming an 'askable' parent. Research shows that a teenager of an 'askable' parent is considerably less likely to engage in adolescent- risk taking, communicating this through design will help to keep our young people safer, healthier and happier. Abstract [provide context] Today's generation of young adolescence are in a whirl wind world of information. Kids want to learn how to drive, and the parents do everything they can to teach them how to drive safely. How many parents take the same road when it comes to, sex? According to Dr Ruth those parents are few and far between. Instead our youth are learning about sex from the television, music, magazines and their peers. And it's not just sex. It comes under the term "age compression" where children are getting older younger, with all the 'nitty gritty' that comes with it. The need for supporting our youth is greater than ever. [present concept] This campaign will promote positive communication between parent and their adolescent children on sexuality, relationships and other age compression issues. The aim is that a parent will become a reliable source of help on not-so-comfortable-issues to guide adolescence. Research proves that kids who have 'askable' parents are far less likely to engage in teenage risk taking. Recently the need and theory behind this proposal was repeated by The Education Review Office who made a recommendation to the Ministries of Education and Health to help parents with educating their kids on sexual issues. [advertising specifics] Client: Ministries of Education and Health New Zealand T.A. -Low socio economic areas or schools with low decile ratings. -Parents whose adolescence are home alone for periods of time (i.e. while parents work) -Parents of children 11-14 year olds that have difficulty or don't talk about age compression issues. [outline process] I began my design response by reading New Zealand reports on youth, sex and communications in New Zealand (including but not limited to: Ministry of Health reports, the New Zealand Medical Journal and Families Commission reports.). I then studied and visited local facilities that dealt directly with youth health (Vibe and Family Planning) as well seeing what was available at public libraries and online. NZTA's 'Don't bail out just yet' campaign was my bouncing block, with common ties to this project. I am attending Nigel Lattas talk (tonight)on girl boys, this will be good as NZ parents seem to love Latta (insert here whatever it is that hopefully enlightens me further tonight :). [rationale] What my research shows is that to communicate effectively to NZ parents the designs must outline issues of safety, health and communication but simultaneously have a humorous tone. Most international award winning advertising campaigns in this area pull on the emotive heart strings alone. I think aiming for this calibre is brilliant but the biggest challenge will be adding NZ humour mix (i.e. NZTA's campaign).

Inspirations/artist models/visual precedence

The below collection is of conceptual ideas that bring inspiration to this project based around talking to your kids so you know whats going on, so that they don't hide things from you when they should be asking for help. -looking below the surface. -know the REAL STORY (this links to the fairy tales earlier) -you may not see it but it could be happening

The NZTA campaigns advertisement is spot on for theme and tone in

Advertisements that compare innocent with that which is not innocent, this idea is suitable as it juxtaposes two things that tells the parent that they are in denial - or at least could be - your kid is probably not as innocent as you hope, and is probably just as confused and frustrated by it as you are.

Perfect. Simple,clever. Listen to what your kids think/and have to say/ be an askable parent
pointing out the sexual nature of the media. But as ads we need to remember that kids may not know the difference, and may take images like the top one as normal & appropriate, which is why we need to talk with them.

I love the visuals and the overall tone of this ad. I think it would go down well with an NZ audience. possible copy "trust us, you're better off knowing than not knowing what's going on"

What I have done what I am doing

 A series of images like these (yay we have humour! - i think!) - not all iphone ones, a mixture.. and a catchy tag line that would communicate... 'Breaking the ice, it isnt always easy, heck it isnt always voluntry, but keep that ball rolling.'

hahaha love the final touch! "Oh God I googled it!" this can be manipulated for the its okay if you dont know all the answers, just go and find them etc, as parent you dont have to be embarassed about that.

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