Ryan Pitt Social Media Creative Brief

The challenge: Primarily to raise awareness and funding HIV/AIDS related issues, and-- as a consequence of partnering with a commercial brand (Victorinox knives)-- promote the brand.

2) Who is the target audience?
16-30. In considering the target audience, I looked to  the Livestrong bracelet campaign for inspiration. I noticed that it was not only about raising cancer awareness, but in a way, making it fashionable and trendy to take part in the cause. I noticed that even people who bought a bracelet to be trendy without caring about the cause were inadvertantly participating in raising awareness by simply wearing it.

To be honest, I feel that this campaign could potentially reach wider than the target audience, particularly in the knife collecting community where the political climate is heavily right leaning.

3) What does the audience currently think about the brand or group?
The knife community is most likely largely indifferent (or even against) the idea of HIV/AIDS being a relevant social or health issue.

4) What would we like the target to think and feel?
To realize that HIV/AIDS is still a problem, and feel that they are participating in raising awareness.

5) Which facts, evidence, or thoughts will assist in this change of thinking? How can we support our proposition?
I think the information pages linked within the campaign will help explain the nature of the current HIV/AIDS problem.

6) What is the brand essence?
Class, mutual benefit, progression, positive compromise

7) What is the key emotion that will build a relationship with the core audience?
A feeling that they are contributing to a worthy cause in some small way. Taking pride in ownership of the knife whether or not you are 100% in support of what it represents.

8) What media will best facilitate our goal?
Internet ads, word of mouth (similar to Livestrong), banners/pages on Victorinox website

9) What are the most critical elements? What is the budget?
I have no idea what the budget would be, honestly. Because the idea is that all profits (after cost and taxes) of AVERT branded knives would go directly to AVERT, it stands to reason that the budget would largely be the initial loss of profit for Victorinox (I believe through positive word of mouth promotion of the campaigh they would end up at the very least breaking even with what they would normally have profitted, however).

10) What is the single most important takeaway?
That HIV/AIDS is a relevant, current, real health problem.

11) What do we want the audience to do?
Wear the knife on their keychain to promote awareness and raise funding by purchasing the AVERT-branded knives.