Neoteric Photography aims to explore photography in an age where the image is everywhere. The image has become prolific yet easily forgotten. Hoping to find something to hold onto, something that will survive longer that it takes for pixels to appear upon a screen.
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Tuesday 8 October 2024
Advert Research, Ideas & Plan
This term I would like to go back to creating a campaign for feminism. I have done this previously however I did not think it was that successful. This time I want to improve my reach to my target market and I would like to play with further ideas of how to promote feminism this could be:
In the workplace - looking at inequality and diversity
Women's Safety such as on public transport and being out alone
Women in careers that are not traditionally for women.
The campaign above is about ending online abuse of women, this highlights the new bill to tackle the abuse of women and girls online. The image shows a diverse selection of women with the aim of targeting women from different cultures. It is also clearly aimed at younger women and girls as that is what it depicts here. The colours are bright and eye-catching and meant to attract a younger audience.
This poster by London Transport is actually to explain what upskirting is and how it is illegal. This also highlights this abuse to men that it will not be tolerated on the tube. Attacks on women on trains in the UK have risen significantly, Sky News states; 'Violent attacks against women on Britain's railways have increased by more than 50% since 2021, according to new data.
The number of crimes against women and girls rose from 7,561 in 2021 to 11,357 in 2023, according to figures from the British Transport Police Authority's 2024 annual report.' (Sky News, 2024) what this equated to was that a third of women travelling on trains may be attacked during their commute. The figures for the Tube in London were equally disturbing; 'The data recorded 909 sexual offences, excluding rape, between 1 December 2022 and 30 November 2023, compared to 866 in the previous 12 months.' (Kelly, 2024) This research makes me feel more strongly about creating an advert for Women's safety.
The advert above is a simple message from Soprotimist Club that; 'started life 45 years ago when a group of young local women joined hundreds of established clubs in Europe with a common aim of working together to improve the lives of women and girls through action, advocacy and engagement.' (Soprotimist Club, 2023). These sort of groups can be found all over the world as women still fight against violence sometimes from those closest to them and also from strangers.
I liked this advert It used statistics in the advert and was just showing how women changed their running route to stay safe, this shows how women have to change their lives to be safe and not society that should change to keep them safe. Here the advert shows how men can help women to feel safer. The #dontbethatguy is aimed at men as it is men and society that need to change not women.
With these thoughts in mind I began thinking about the advert I would like to make so I thought about the Beck video 'Up All Night' (2017), the woman in the video is wearing a suit of armour and runs and fights through the party in the armour to save her boyfriend. The woman looks like Joan of Arc and this idea of a strong armoured woman in my advert I think might work really well. The Naïve Filmmaker states that the video; 'is full of visual motifs, the magnetic armour, her metal insides, the many levels she appears to be working her way through from what appears to be a lust fuelled orgy to the football team. There is something new to notice with every watch, for example only today I realised that on a number of occasions she rescues other partygoers from themselves by kicking cocaine out of someone’s hand or pushing a girl away from a keg stand, all while remaining true to the mission at hand.' (thenaivefilmmaker, 2021)
I would like to try to use that idea of a woman in a suit of armour and perhaps use a tagline like; 'What does a woman have to do to stay safe?' or 'What clothes does a woman have to wear to stay safe?' or 'How far do you go to feel safe?' I will work on this idea with an image. I want the image to be clean with no distracting background and a simple grey colour palette. Perhaps if the woman is on a tube or train then I can be more directive and the campaign name can be 'Safe&Sound' or 'Women Ride Safe' or 'Sentinel' with the idea of guarding or watching over women to protect them in public transport. My campaign will be aimed at women and how they can keep themselves safe and how to speak out safely. In my next post, I will show the process of creating this advertisement.
References
Sky News (2024). Violent attacks against women on Britain’s trains up by more than 50% since 2021. [online] Sky News. Available at: https://news.sky.com/story/violent-attacks-against-women-on-britains-trains-up-by-more-than-50-since-2021-13196789 [Accessed 8 Oct. 2024].
Kelly, J.W. (2024). Sexual offences rise on Tube network, figures show. [online] BBC News. Available at: https://www.bbc.co.uk/news/articles/c8829ked1x3o [Accessed 8 Oct. 2024].
Soprotimist Club (2023). Latest News from SI Weybridge & District covering Elmbridge | SI Weybridge and District | SIGBI. [online] SI Weybridge and District. Available at: https://sigbi.org/weybridge/presidents-message/latest-news/ [Accessed 8 Oct. 2024].
thenaivefilmmaker (2021). Beck’s Up All Night: Where John Hughes meets Dante’s Inferno. [online] T H E N A I V E F I L M M A K E R. Available at: https://thenaivefilmmaker.com/2021/06/07/becks-up-all-night-where-john-hughes-meets-dantes-inferno/ [Accessed 8 Oct. 2024].
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