Study Task 1: Brief Selection - YCN, "Thirsty Planet"

What problem(s) are identified by the brief? 
Thirsty planet recently underwent a re-branding, in response to extensive consumer research showing that they did not have a strong tone of voice. 

What is the brief asking you to do about it/them?
The brief is asking for a campaign that raises awareness of the newly branded Thirsty planet. 

What is the brief trying to achieve?
Thirsty planet would like to more effectively communicate their achievements, and give ethical water consumers a clear and easy reason to choose them over their competition. They would also like the campaign to create increased interaction between their consumers and the brand, turning the website into a 'social hub', as well as encourage loyalty. 

Who will benefit?

• Thirsty planet
• YOU will be hydrated and feel happy DOING GOOD
• 'Pump aid' charity
• efficient and low profile 
• working in both Zimbabwe and Malawi to tackle unsafe water. 
• The people helped through 'Pump aid', effecting:
• health, community, crops, children and their schooling

What is the message?
"The power of positive drinking", is their strap line - the idea is to make healthy hydration whilst doing good 'cool'. They want the campaign to be fun, witty and interactive, as well as promote loyalty amongst their consumers. Another important message, which sets them apart from their competitors is that 'every bottle means a guaranteed donation to charity', which is not always a given. 

What is the audience?
They are aiming towards a young audience, especially looking to students, between the ages of 18-24. This is because they believe that this demographic has an opportunity to have a real voice and make a significant impact. 

How will the message be delivered?
Within the brief they made the suggestion of using either print, infographics or video. Considering their target audience using social media, as well as promotion surrounding universities e.g. fresher fairs, student union shops, is probably most appropriate. 

Can you foresee any problems in responding to the brief?
The new branding is not completely launched as of yet - the new brand guidelines available from 01/11 and new website/social channels from 31/01. Products carrying the new packaging will also not be available until February 2017. Not having this information from the very beginning and until very late within this module could be a hinderance in responding to the brief. 
Also in consideration of using typography and creating infographics or a video, I may need to collaborate with another student as I do not think my skills in these areas would be sufficient.