Audience participation will engage and excite.
Dentist:
Ballet Classes - Physically removing a tooth from the composition
Example of how this technique can be adapted to urban advertisement
The tabs refer to the tutu of a ballerina.
Children's hairdresser
The action of removing a tab reveals another layer which intrigues the audience to find out more.
The concept of taking an element away from the poster means it is 'not present or included when expected or supposed to be' (Oxford Dictionary) in other words; missing.
On the reverse of the tag, I intend to inform the bearer about what Missing People can offer. The legitimacy of their approach was backed up by a variety of sources from articles online as well as throughout 'Geographies of Missing Persons'. The fact that they're the only UK charity to support the issue should also be highlighted.
Divided the composition into 6 sections:
Left a 6.5mm space from the top so that the indicative content remains and the tabs are the same size.
The tab can be utilised to provide the bearer with further information about Missing People as GoMP states that on 12% of the interviewees were aware of the charity and what they do.
First concept:
In order for the information not to feel too cramped in the narrow structure of the tab, I aim to be concise to provide the bearer with immediate information. The tone of voice is formal due to the fact that it is a serious topic and I referred to Missing People's website in order for the information to be accurate and reflect the companies aims and objectives.
Included what the company do and what they don't do as an assurance for those contemplating getting in touch.
Increased the size of key content such as the contact details to create a hierarchy between the information.
Centred the type due to the narrow structure of the tab which create balance.
Not only does this concept communicate what the charity do, it also aims to encourage people on the run to get in contact due to the 'What we won't do' section.
Test Print:
Feedback:
Agree that it should be short and concise
Think of ways that people can find out more or get in touch with the charity. As Missing People are completely funded by donations, I could use a QR code which, when scanned, links them directly to the donations page.
'You are not alone' sounds a bit creepy.
QR Code
QR codes are essentially barcodes that cameras on mobile phones can scan and link to another feature. This would be an immediate way for the bearer to find more information, rather than typing in a web address. The aesthetic qualities of the QR code also make it more attractive compared to typing out a web address. The structure of the QR code also saves room which is beneficial for the narrow tabs I am working with.
As Missing People are an independent charity they are funded entirely by donations. Perhaps the QR code can be used to link the user to the donations page.
Instead of linking them to the donations page, it would be more ethical if the link directed them to the support page of the site. This was influenced by Samaritan's campaign as the company logo was tiny compared to the issue communicate. Instead of indulging Missing People, I intend to offer their services.
Concept 2
Decided against centring the type because the inconsistent rag makes it hard to read. Justifying the type to the left creates a uniform layout. Instead of increasing the type size for the titles, I changed them to bold which provided more room to enlarge the phone number.
Concept 3
Stated the impact of someone going missing can have on the families and friends in order to appeal not just to missing people but the ones left behind.
Highlighted the fact that their helpline is free, confidential and available 24/7 at the start of the composition and also repeated it at the end in order to highlight the support system available.
The compositions are text heavy therefore I added a cropped section of the stencil as a visual break from the copy.
When I put them together I realised there was no gutter:
To overcome this I decreased the type down from 12pt to 10pt and narrowed the column to create a gutter between the text:
Test printed it to check composition and size of QR code - Decided on the smaller size because it provides more of a gutter between each strip which will make it easier to perforate the columns accurately.
Final outcome:
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