Introduction
For this project we created a responsible social campaign based around the topic of gun violence. After doing research we saw that gun violence is a problem in South Africa with 112 reported cases of gun violence in 2020 so far, which by no means accurately represents the amount of gun violence incidents that have occurred. It has become severe to the point where it is almost a normal occurrence. Our target audience is South African men between the age of 25 and 40 since 89% of gun violence victims are men and about 13 men die a day as a result of gun violence.
We decided to centre our campaign specifically around gun free zones where these men can feel safe and where gun owners are prohibited from possessing guns. Our point of view statement addressed the needs of our target audience as well as the insights we found. Our point of view statement was that South African men between the age of 25 and 40 need gun free zones because there have been 78 reported cases of gun violence against men in 2020. We then took this phrase and turned in into a question being, how might we create gun free zones for South African men between the age of 25 and 40 so there aren’t more than 78 reported cases of gun violence against men in 2020?
Initial ideation
Final campaign items
This is a billboard design that would be advertised in Johannesburg Central which is a crime hotspot. It encourages users to leave their guns behind when they are in the area, for the safety of these South African men who make up almost 90 per cent of gun violence victims. Our slogan 'NO GUNS NO BLOOD' is our sort of brand. The idea is that when one sees this slogan, they will know that they are entering into a gun free zone as well as using it as an element to link all of our campaign items together.
The aim of this magazine advert is to inform the viewer that they are in a gun free zone. The advert contains a QR code that the viewer can scan to sign a petition to create more gun free zones in high risk areas.
The aim of the campaign is also to make people feel safe as they can experience some relief knowing that guns are prohibited in a specific area.
Since taxi wars are common in South Africa we decided to create a taxi branding wrap. The design would contain a QR code at the back of the taxi where people will be taken the the petition in the form of a website pop up.
Above is the design of the web pop up petition that the user will be directed to by scanning the QR codes on some of the campaign items. Here they would also be able to find out more information about the campaign itself.
This infographic would be used as an informative flyer in a taxi. It informs the viewer about the extent of gun violence against men in South Africa in a way that is easy to understand. Once again containing a QR code to the petition.
The above is another infographic except it would be in the form of a poster in a taxi rank where gun violence can occur. It visually illustrates the blood of these men that have been killed by guns.
The design above is a web banner that states that no guns are sold on the website and in turn that no guns are welcome. In this context it is placed on the Gun Free South Africa website where one can find more information about gun violence in South Africa and find out what they can do to make a difference.
We decided it more be more impactful for our newspaper advert if it spanned over a whole page, using a solid black background with only the slogan and QR code to sign the petition.
The above is the petition that would be situated in high risk areas for violence.
For our unconventional advertising item we decided to create a bus stop design. The design lets people know that they are sitting in a gun free zone as well as allowing them to sign the petition and find out more about the campaign.
TV advert storyboard
Our final campaign item is a short and to the point TV advert that would be shown on a channel like SABC 1 which is more widely accessible to people. The bullet flies through the word 'GUN'. There is then a call to action for people to 'Stop the violence' and to 'sign the petition today'. Lastly, the website name would be shown where people could then find out more information about the campaign and be able to sign the petition.
THANK YOU!
