MY PRESENTATION NOTES

My Intro

Thank you Ruth, just to reiterate we will be focusing on the value of dolphins to us as a society and also ecologically. There are a number of hurdles that we need to overcome, particularly for Japanese media where they like exclusives that will not be seen in other publications. This prohibits the rise of churnalism.

We came up with the campaign name “Animate to Educate, keep Kindness in Mind” as it shows the core values of the campaign. The campaign will begin with a film competition supported by social media. Celebrity ambassadors will play a key role within this tactic. But first I will discuss the attributes of dolphins that we will present in each film.

Dolphin goodness

We felt that a competition would be the best way to reach our target audience and not only try to educate them, but to also give them a reason to take part with the opportunity of winning a prize. The guidelines for the film competition will stipulate that the film must contain two of these five points, and it must be the main inspiration of the film. These are:

1. Their intelligence, in hunting

OR

2. Their likeness to humans

OR

3. Importance to our eco-system

AND

4. The hunting that happens

OR

5. Mercury that is in dolphin meat

These points will demonstrate the idea that dolphins are NOT pests, the similarities of dolphins to us, and the important role they play in our eco-system. However, we also want to show some of the negative effects that occur as a result of dolphin hunting. By using two of these points, we aim to inspire the university and college students to research these points and draw together a film that expresses their ideas rather than ours, thus side stepping cultural imperialism. We also thought that students should be required to work in teams to produce their films as it has become apparent to us that Japanese people like to reach objectives as a collective and not as individuals. They believe that this will result in success.

The films will reflect the core values of the campaign which is to educate through the use of animation and film, to be creative and have kindness at heart.

2D poster design

To inform students of the competition we will distribute posters around university and college campus’s. The poster will feature a quick response 2d barcode which students can then use their mobile phones to take a photo of. This barcode will take the students to a micro site, which will include information about the dolphin hunting in Japan and other relevant facts and figures. Quick response 2d barcodes are the current most popular trend in Japan. Many products and posters are beginning to feature them, due to their efficiency and originality.

This is an example of the poster. As you can see it holds all the information and the 2D barcode – go into examination of poster.

Micro-site

The micro site will feature a viral video which will be created in the popular Japanese style of Manga. The manga film will give the most important information about the competition and also feature a voice over from our ambassador Yukie Nakama. This viral video will be posted onto social networking sites and university forums.

Important facts and figures about the campaign and the dolphins hunting industry will also appear on the microsite. A petition will be featured on this site in order for the Japanese community to show their support for the cause. Other petitions have been carried out before, however support has mainly been from countries outside of Japan. We want to create a petition that focuses entirely on the Japanese community which will hopefully result in the banning of Dolphin hunting.

Ambassador

It has become apparent that the use of a celebrity ambassador will be useful particularly in Japan where they prefer to gain information from Japanese rather than from Westerners. Yukie Nakama is one of Japans most popular singers and actresses and will be the ideal ambassador for this campaign. We propose that Yukie Nakama will be our main ambassador for this campaign as a non-partisan contributor. We also hope to get Baseball played Ichiro Suzuki and Actress Amami Yuki onboard to become ambassadors for the campaign. These 3 ambassadors will update regularly the social media sites, so it is not us telling everyone what is happening, the information is coming from the Japanese.

The ambassadors will then choose the top 20 films the Japanese people will vote on to make their top three.

The prizes of the competition will be:

1^st Weekend away dolphin watching for two, as well as premium illustration software and equipment

2^nd Illustration software and equipment

3^rd Illustration software

These will be the best quality that we gain through sponsorship.