Art Directors - Grethe Meissner & Bradley Kerrigan
Copywriter - Duncan Scarrott
A live client brief done at the Red and Yellow School of Logic and Magic
The Brief:
Inspire governance, politics and playing a role in society, amongst the youth. Through a series of descriptive and engaging videos which are easily accessible online and offline. The brand needed to be presented as a neutral party at all times, with no political affiliation.
The Solution: "It's Debatable"
We created an online platform where the youth can get informed about their civic responsibilities, so they can learn to make their own educated decisions, about democracy, freedom, justice, and human rights. There is also debate about which human rights are more important and which are less important.
We started a debate between people where they start to question their rights, and the rights of others. Who’s right, and who’s wrong in these kinds of situations?
Brand Identity
We created the brand identity YOUth. It encompasses the young people in South Africa, and we wanted to change the perspective of an apathetic youth, into a youth that is enthusiastic about democracy, freedom, justice, and human rights. The ‘YOU’ stands for the individual. Meaning that YOU, as a person, are able to make a difference in this country through debate.
Debate means that there is a common interest in the problem and it means that the people are willing to make a difference. Where there is debate, there is human connection. And where there is human connection, there is hope.
Website
The platform where a series of descriptive and engaging videos were easily accessible.
Ambient Posters
We created posters that work together to establish a scenario where two people have conflict towards their rights. Each poster is meant to replace a person, or business, and what they would be saying to each other.
They were placed in locations where you would be likely to find these kinds of people. When the target market sees the posters together, they start to question whose human right is more important. There is no right or wrong answer. We wanted the people viewing the posters to create an opinion of who they think is in the wrong, and who’s in the right. It’s all about the debate.
They have a call to action, and prompt people to go to the website and learn more about their rights, and civic education, so they can make informed and educated decisions in similar kinds of situations.
The posters also had the Facebook page link, facebook.com/YOUth, and the Twitter handle, @YOUth and the tag #itsdebatable, where we promoted people to debate amongst each other. 
Radio Advertorial Proposal
We made a proposal to different radio stations about doing a radio advertorial for different situations where two people have conflict towards their rights. They would be similar situations to those posed in the ambient posters.
The presenters would give their opinions and create a debate amongst each other about the situations.
They would then prompt people to call in and voice their own opinions, and interact with the presenters. The presenters will also be able to push people to the website to learn more about their rights, and the rights of others and how they can make their own decisions when it comes to these kinds of situations. They’d also be able to communicate on their own twitter accounts with their listeners about their opinions using the tag #itsdebatable.
The payoff line being: What side of the debate are you on?
