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Actionaid is a NGO devoted to fighting poverty
and improve the plight of homeless and street children. Actionaid
has launched a programme called the India4change movement and as one
of the initiatives under this program Actionaid is launching a school
drive - a raffle targeted towards school children urging them to contribute
generously to the cause of homeless and street children. The drive
states that even a sum of INR 10 can help a homeless or street child.
Actionaid had received airtime courtesy for 30 seconds from Cartoon
Network and wanted to use the same to make a promotion reaching out
to a school going audience.
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The promotion was being targeted towards school
going children; children studying in grade 3 - grade 6; and we were
required to communicate a serious message to them in a manner that
was interesting enough to hold their attention. Further we had to
make an impact in only thirty seconds. The project required the team
to get nostalgic and think like a six year old, which by no means
was an easy task!!
The client was on a tight time line and a shoestring budget; the end
product was to be delivered on beta and needed to be broadcast quality.
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It was decided that in order to have the maximum
impact we would have to keep two things in mind:
1. The visuals used would be line drawings and would need to speak
for themselves; furthermore the visuals would need to be something
that the children can relate to.
2. Children in that age group are used to being told what to do by
their teachers, parents etc.; therefore the voice over artist was
to take a parental instructional tone - a tone that modulated from
being caring to excited eventually leaving a clear message. |
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The promo started with a line " The world
as we see it " written in a bubbly colorful font, this was immediately
followed by a "happy screen" a screen that depicted children
playing in a green colorful park with flowers, butterflies etc.
After the happy images, came another line - " But there is another
side to our world " and the screen then split into two with 75%
of the screen being filled by a black and grey image of the streets;
the streets showed poor children working which in 25% of the screen
the happy children continued to play.
A ball then accidentally gets kicked into the poor side from the rich
side and for the first time the rich children notice the poor children.
All movement stops on the happy screen and then a message is flashed
" just Rs. 10 can help reduce the gap; join the india4change
movement, get moms and dads, uncles and aunts and everyone you know
to join the school drive for homeless and street children"
The screen then shows the ball being picked up by a poor boy who watches
as all the rich children start pushing the wall that separates the
rich and the poor children; the gap slowly gets reduced until one
of the poor child (holding the ball ) comes over to the other side
of the screen. The gap is reduced but not eliminated showing an ongoing
process.
The last screen shows the action aid contact information. |
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Considering the time and budgetary constraint,
it was decided that the promo would be developed in Macromedia Flash
- the final movie being rendered into a uncompressed avi file and
then be transferred onto a beta.
To get in touch with an Icreon Multimedia specialist, mail us today
at solutions@multimedia.com
or call us at + 91 11 26673005. |
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It was nice working with
Icreon on the Cartoon Network project. The Icreon team was
both professional and efficient. Also, I noticed good team vibes
between colleagues. All the best to all of you in the future
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Malvika Kaul
Communications Manager
Action Aid India |
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